Las noticias creadas por agencias de publicidad | Advertising disguised as News: a New Agencies’s Tool
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Abstract
Resumen
La saturación publicitaria es un hecho incontestable. Las marcas no saben cómo llegar al público y las agencias de publicidad buscan nuevas rutas para alcanzar a los consumidores. En esa búsqueda surgen las noticias creadas por las agencias de publicidad para conseguir impactos no pagados en los medios de comunicación. Los publicistas crean campañas originales que ahorran dinero a sus clientes y alcanzan a los públicos a través de las noticias. Los medios caen generalmente en la trampa. Sus programas informativos se quedan con la noticia fabricada con ese fin e ignoran que así su medio pierde los ingresos que antes llegaban como anuncios. Pero, sobre todo, cuentan como noticia lo que, disfrazado de información, en realidad no es más que una puesta en escena para vender una marca.
Abstract
The advertising saturation is an indisputable fact. Brands don’t know how to reach the public and advertising agencies are looking for new avenues to reach consumers. In that search advertising agencies create news to get no paid impact on the media. Advertisers create original campaigns to their customers to save money and reach the public through the news. The media generally fall into the trick. Its news programs take the news made exclusively for this purpose and ignore that their enviorement lose advertising revenue that came before as advertisements. But what is more important, the media tell as news what, information disguised is nothing but pure fabrication to sell a brand.
Palabras clave
Noticia, publicidad encubierta, informativos, saturación
Keywords
News, hidden advertising, news programs, saturation
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