Análisis de la comunicación de páginas Web en las cincuenta mayores empresas del sector publicitario español | Analysis of communication sites in the fifty largest companies in the Spanish advertising industry
Main Article Content
Abstract
Resumen
La creación y promoción de la imagen corporativa debiera considerarse un activo estratégico de vital importancia para las empresas que operan en el ámbito publicitario. En esta creación el diseño y gestión de la página web como vehículo de relación con los públicos desarrolla un papel vital. Además dicha imagen constituye el punto de partida sobre el que construir su actividad, ya que una parte importante de su negocio es la creación y promoción de la imagen corporativa de otras organizaciones. Este trabajo analiza la exposición de información y retroalimentación de medio centenar de agencias de publicidad y centrales de medios a través de sus portales Web. Se estratificó la muestra según inversión gestionada, con objeto de determinar diferencias significativas entre los estratos. El método de análisis utilizado fue el análisis de contenido con perspectiva cuantitativa, usando una plantilla con 60 variables. Los resultados ponen de manifiesto lagunas importantes en lo relativo a la exposición de información. Todavía más, a nivel retroalimentativo se determinó en todos los estratos la ausencia real de mecanismos de retroalimentación para establecer relaciones significativas con los públicos.
Abstract
The creation and promotion of corporate image should be considered a strategic asset of vital importance to companies operating in advertising. In this creation the design and management of the website as a vehicle of relationship with the public develops a vital role. Also the image is the starting point on which to build his business and an important part of your business is creating and promoting the corporate image of other organizations. Therefore, this paper examines the exposure of information and feedback of fifty advertising agencies and media centers through their Web portals, spliting up the sample by managed investment in order to determine significant differences between the strata. The analytical method used was content analysis with quantitative approach, using a template with 60 variables. The results show significant gaps with regard to information disclosure. Even more, it was determined at feedback at all levels real lack of feedback mechanisms to establish meaningful relationships with audiences.
Palabras clave
Agencias de publicidad; centrales de medios; Web 2.0; retroalimentación; visibilidad; portal Web.
Keywords:
Advertising agencies; media centers; Web 2.0; feedback; visibility; web portal.
Downloads
Article Details
Issue
Section
Miguel Hernández Communication Journal is an open access magazine. To publish on MHCJ, the authors accept the following terms:
- The authors will retain their copyright and guarantee the journal the right to first publish their work, which will be simultaneously subject to the Creative Commons Atribución/Reconocimiento-CompartirIgual 4.0 Internacional, which allows third parties share the work as long as its author and his first publication in this magazine are indicated.
- Authors may adopt other non-exclusive license agreements for the distribution of the version of the published work (eg, deposit it in an institutional telematic archive or publish it in a monographic volume) provided that the initial publication in this journal is indicated .
- Authors are allowed and recommended to disseminate their work through the Internet (e.g., in institutional telematic archives or on their website) before and during the submission process, which can produce interesting exchanges and increase citations. of the published work. (See The effect of open access).
- The document RESIGNATION OF PERCEPTION OF BENEFITS OF COPYRIGHT is intended for the print publication of MHCJ by the UNIVERSITAS publishing house. Both authors and publishers renounce the collection of economic benefits, if any, when the aforementioned publisher takes over the entire cost of printing, distribution and dissemination.