Advertising

Advert Coca-Cola of the 1890s

Publicity in Piccadilly Circus (London)

Advertising is a form of visual, written, or auditory communication whose main function is to inform, disseminate and persuade the consumer about a product or service, insert a new brand or product into the market of consumption, improve the image of a brand or reposition a product or brand in the mind of a consumer. This is carried out through advertising campaigns that are disseminated in the media following a pre-established communication plan and strategy.

Through research, analysis and study of numerous disciplines, such as psychology, neuroanatomy, sociology, anthropology, statistics, and economics, which are found in market research, it will be possible, From the marketer's point of view, developing an appropriate message for a portion of a media's audience. This portion of people, which is delimited in detail, is known as the target audience.

Terminology

Advertising differs from two other activities also aimed at influencing people's opinion: public relations and propaganda.

The terms publicidad and propaganda are used interchangeably in some Spanish-speaking countries and are interchanged, but at a professional and academic level both terms refer to two different concepts. The main difference is the type of behavior that is proposed to be modified. In the case of advertising, the aim is to influence the consumption behavior of a person through campaigns or advertising actions in different media and with different objectives (launching a product, brand positioning, brand recall, etc.) so that the consumer performs an act of consumption in the short or long term. Meanwhile, propaganda tries to get a person to adhere to an ideology or belief.

On the other hand, the terms publicist and publicist are also differentiated. A publicist is one who is dedicated to the publication of dissemination articles such as the publication of a magazine; while an advertiser is in charge of creating and disseminating advertising as a primary activity.

Brand awareness

Brand awareness is one of the main ways in which advertising can stimulate demand for a certain type of product and even identify said product as its own name. Examples of this are found in products such as textile adhesives, women's lingerie, toilet paper, adhesive tape, glue sticks, fire starters, music players, soft drinks, etc. Brand awareness can be established to a greater or lesser degree depending on the product and the market. When you create so much brand equity, it has the ability to attract buyers even without advertising, it is said that you have brand awareness. The greatest brand awareness occurs when the brand is so prevalent in people's minds that it is used to describe the entire category of products. Kleenex, for example, can be identified as cellulose tissues or as a label for a category of products, ie it is often used as a generic term. One of the most successful firms in achieving brand name notoriety is the Hoover vacuum cleaner, whose name was long synonymous with a vacuum cleaner in Anglo-Saxon countries. A legal risk to the maker of brand awareness is that the name may be so widely accepted that it becomes a generic term, and loses trademark protection. An example of this case would be the trade name for acetylsalicylic acid, aspirin.

Sometimes, certain products become relevant due to advertising, not necessarily as a result of an intentional campaign, but due to the fact of having relevant journalistic coverage. On the Internet or digital technologies, we speak of unsolicited advertising or spam to the fact of sending electronic messages, such as emails, short messages or other means without having requested it, and generally in massive quantities. However, the Internet is a common medium for the development of interactive advertising campaigns that do not fall into an invasion of privacy, but on the contrary, they take traditional advertising to new spaces where it can be developed.

Advertising Industry

Advertising, as a business activity, involves different actors in the task of transmitting an idea about a product or service to its target audience.

Advertisers

Practically any company in the modern world has advertising needs, from the one that puts up a simple poster on the street to the one that wants to be present in the press, radio or television. Because of this, the world of advertising has grown to become a huge industry that moves hundreds of billions of euros worldwide each year. Within a country like Spain, according to a study, total advertising investment in 2014 was 10,461 million euros, between conventional and non-conventional media. The largest advertiser in that year was Procter & Gamble (with €122.4 million), followed by L'Oréal, El Corte Inglés, and several telecommunications companies such as Movistar or Vodafone. In 2021, the largest advertisers in Spain were Procter & Gamble (66.6 million), Orange (59.5 million), Direct Line (53.4 million), El Corte Inglés 50.5 million), Telefónica (48.9 million), Volkswagen (46.2 million), ONCE (44.2 million), and the government of Spain and Samsung tied with 42.6 million each. In 2022, as of October, the Spanish government had spent €85.2 million, making it the largest advertiser in the country.

Advertising agencies

Advertising cartel

Advertising agencies, media agencies or media centers (graphic design, creative boutiques, production companies, etc.) are often participants in advertising development, which is elaborated by various factors; among which, the most important is the brief, which contains the previous ideas to develop the advertising product. The brief is a document that specifies all the characteristics of the product or service itself, the history of the company, an analysis of the competition (direct, indirect or generic), a description of the target audience, which is mostly done according to hard variables, such as socioeconomic level, age, sex, geographic location and family life cycle. In addition, the brief can contain a history of all previous campaigns that have been carried out to date; mostly this history is added when the advertiser decides to change advertising agency.

Media

Advertising reaches the public through advertising media, which can be mass media or alternative media. The media broadcast the advertisements in exchange for a consideration previously set to acquire spaces in a purchase contract between the advertising agency and the medium. For example, on television, a channel broadcasts the ad in its broadcasts during a time previously set by the agency (a task known as media planning); This contract is called a broadcast or broadcast contract.

History

Old advertising

Since there are products to be marketed, there has been a need to communicate their existence; the most common form of advertising was oral expression. A clay tablet inscribed for an ointment merchant, a scribe, and a shoemaker dating to 3000 B.C. was found in Babylon. C. Since the Egyptian civilization, Thebes knew times of great economic and religious splendor; This prosperous city is credited with one of the first advertising texts. The phrase found in an Egyptian papyrus has been considered the first publicity claim in memory. Around 1821, a great variety of graffiti-style advertisements were found in the ruins of Pompeii that speak of a rich advertising tradition in which wine sellers, bakers, jewelers, weavers, among others, can be seen. In Rome and Greece, the figure of the town crier developed, who loudly announced to the public the arrival of boats loaded with wine, food and others, and who was sometimes accompanied by musicians who gave him the right tone for the proclamation. Town criers were hired by both merchants and the state. This form of advertising continued into the Middle Ages. In France, tavern owners would shout wines and use bells and horns to attract customers; in Spain, they used drums and bagpipes, and in Mexico the town criers used the drums to accompany the announcements.

In Rome two new media arose: the album, and the libellus. The album consisted of a white surface on which one wrote; whether they were scrolls, papyri, or whitewashed walls. Any white surface would serve to display merchandise, advertise shows, announce slave sales, and communicate political decisions. The libellus, considered the predecessor of the poster, was smaller than the album. Once the message or communiqué had been written on it, it was attached to the wall.

The printing press

Part of what is currently known as advertising was born with the printing press of Johannes Gutenberg, who took it upon himself to show his invention to a group of merchants from Aachen. With the world chronicle of Nuremberg, appear a series of almanacs that contain the first forms of publicity. In 1453 the so-called Gutenberg Bible arose and the famous almanacs became the first printed newspapers. The printing press allowed the more extensive dissemination of advertising messages and, with the appearance of new cities, advertising was consolidated as a communication tool.

Modern advertising

Modern advertising began to evolve in the United States and Great Britain in the late 18th century during the industrial revolution. The publicity agents appeared; the first known was Volney B. Palmer, who in 1841 opened an office in Philadelphia with which he achieved considerable success. In Spain in 1872, the pioneer of advertising, Rafael Roldós, founded the first agency in the country in Barcelona, which is still active today.

At the beginning of the XX century, agencies became more professional and more rigorously selected the media on which to place advertising. This is how creativity begins to be an important factor when preparing an advertisement. In the 1930s a famous creative technique was born: brainstorming, although it was not until the 1960s when it was used regularly.

Contributions by David Ogilvy

It is worth emphasizing the contributions of the so-called “father of advertising”, David Ogilvy. He was one of the biggest names in the world of modern advertising and one of the few thinkers who shaped this business after the 1920s. Ogilvy was during his lifetime a cook, a salesman, a diplomat and a farmer. In 1938, Ogilvy emigrated to the United States, and it was not until then that he began his fruitful career as a publicist, working at George Gallup's Audience Research Institute in New Jersey.

In 1948 he founded the Hewitt, Ogilvy, Benson & Mather with offices in New York (which eventually became Ogilvy & Mather Worldwide), with financial support from the London agency, Mather & Crowther.

In 1962 Time magazine named David Ogilvy the "most in-demand magician" in the advertising industry of the day.

His ideas and advertising techniques about advertising in which he emphasizes the use and concepts of persuasion, language, writing and skills, make these tools still valid to date.

He launched the concept of branding and, together with Bill Bernbach, laid the foundation for the so-called "creative revolution". It was about emphasizing the importance that brands have in themselves and turning the product itself into the true protagonist of advertising.

Some of the phrases he immortalized within the advertising industry are: "Never make an ad you don't want your own family to see", "The best way to get new accounts is to create for our customers the type of advertising that will attract future customers", "Within every brand is a product, but not all products are brands", "When advertising for fire extinguishers, start with fire', "Don't compete with your agency in the area of creativity', among others.

Objectives

Publicity page in a Almanaque, 1892

Advertising has two objectives, according to the advertiser's preferences, objectives, or market demands:

• First, ideally, advertising informs the consumer about the benefits of a particular product or service, highlighting the difference on other brands.
• Second, advertising seeks to incline by psychological means the motivational balance of the subject towards the advertised product, so that the likelihood of the consumer acquiring the object or service announced through the announcement grows.

Principles of Advertising

Although there are a large number of advertising theories, one of the oldest (1895) is the AIDA theory or rule, born as a simple didactic resource in sales courses and continually cited:

• Attention
• Interest
• Wish
• Action

According to this rule, these are the 4 basic steps for an advertising campaign to achieve success; that is, first of all, it would be necessary to attract attention, then awaken interest in the offer, then awaken the desire to acquire and, finally, encourage a reaction, or offer the possibility of reacting to the message, generally resulting in the purchase.

Absence of empirical evidence

However:

• There is little empirical evidence to support the fact that when an individual passes from one stage to another of higher order the probability of purchase increases.
• The passage of an individual from one stage to another in the process allows feedback (feedback...in the same sequence.
• There is the possibility that the individual will follow a different order from the established, since the sequence of this model depends on many variables, such as the level of involvement of the individual with the product, the kind of motivation, etc.
• The hypothesis is questioned that the behavior of the human being in his facet of buyer of announced products is logical, since reality shows us that the emotional factor is, on numerous occasions, more resolutive than the rational one.

The absence of empirical evidence to support these models led, in the early 1970s, to begin, on the one hand, to abandon and, on the other, to question the processes that measure the acceptance of advertising from the point of view the attitude towards the brand. In this line, the classic models undergo the following modifications:

• The individual's reactions or responses to the emitted message are reinforced.
• A history of persuasion represented in the following models is identified: (a) models of cognitive structures; (b) models of cognitive responses; both models representing active audience models: consumers actively seek and evaluate the information they receive (highly involved receivers) or, what is the same, they carry out a thorough processing of the same.

Classical Conditioning

Lastly, through classical conditioning, which is initially a neutral stimulus.

Modeling refers to learning resulting from observing others. It was primarily developed by Albert Bandura, who recognized that modeling influences can strengthen or weaken behavioral inhibitions that individuals have previously learned.

Advertising Techniques

Christmas advertising

Some strategies for effective advertising are:

• Psychoemotive Association the consumer. Through:
  • Aesthetic: images, music, people, etc.
  • Humor: Pretend to associate a product with a fun idea or circumstance, convey positive feeling about the product and thus associate it more easily.
  • Feelings or evocation: It does not make direct reference to the product, but the sensation it produces you; instead of convincing you what it is trying to seduce you: motherly love, in love, etc. For example: "Do you like to drive?"
• Dramatization: It is the oldest form of advertising, represents an episode of real life, the person has to perceive that it is a dramatization, if it is not a 'testimony'.
• Testimony: If it is not perceived that it is a 'dramatization' then it is a testimony. For example, famous or positively recognized figures or people, or proactive association characters.
• Demonstration or argumentation: Messages that influence a demonstration of the product. They usually provide an answer to a real problem. This style is based on the characteristics of the product and its effectiveness (typical of the 'women' clusters). For example tests, tests and tests.
• Description: It presents in an objective way a product, its parts or its composition. Very used in car ads.
• Exhibition: Neither 'argumentation' nor ' description'. Drafted or presented as an offer list. Used for example in supermarket advertisements with their food offers, or on items for sale with days off.
• Impact: It is something shocking, words or rhymes games. It only seeks to impact the future buyer and thus capture his attention.
• Opportunity: The message should take advantage of the moment, situation or situation of the reference time.
• Frequency: The consumer starts holding a message when this is repetitive.
• Sincerity: Fraud produces distrust in the consumer.
• Single Sales Proposal. (USP)
  • Any ad should make a concrete proposition to the consumer.
  • The proposition should be distinguished from competition (competitive advantage, distinguishing element or positioning); this is the most important condition of the USP.
  • It should be so attractive that it influences the entire target market of the product.
  • Currently the proposal for sale is of an emotional character changing its name to (ESP)
• Brand image.
  • Recourse to a symbol to systematically associate it with the product or brand.
  • As a result, an automatic recognition of the symbol (color, slogan, symbolic element, etc.) will be produced by the consumer.
  • This is the first major strategy that gives priority to the image.
  • It is in full boom during the 70-80s.
• Subliminal.
  • It produces an indemonstrable and risky effect.
  • It is the most effective strategy if it reaches the end.
  • In principle (60s) is used for any type of product.
  • The subliminal is then exploited for products such as tobacco, alcohol, lingerie, etc.
  • It can be detected with objective elements such as the composition of the ad. This works with the relationship between the foreground and the second plane as a metaphor for the conscious and unconscious part of the individual
• Positioning, location or call: Encourages listeners to participate in a given advertising campaign. Select a segment of the audience to turn it into the center of the campaign. This makes a direct appeal to that type of consumer and it all revolves around the relationship with a consumer. The second step of selection consists of the selection of facets of the subjectivity of consumers (qualitative work). The selection of the audience will be appealed but the rest can also be. All can be mobilized by the campaign as this strategy combines the particular with the general. This strategy is used for generic (non-specific) products as they compete in a saturated market.
• Enigma or suspense: Presents to the public an unknown that over time unveils, until at a given moment the solution is shown. It produces a desire, to solve the meaning of something (provokes an expectation). Born in the '70s.

Creative strategy in advertising

Strategy is defined as “what you want to say” to the audience; implies that both the campaign and the message must be tolerant, consistent and solid because they pursue objectives that are related to tastes, values, interests, expectations and everything that implies the primacy and judgment of the audience, in the design of a chrome Advertising requires an adequate vocabulary, excellent text writing, optimal selection of colors, appropriate images and, obviously, a suitable means of dissemination.

This is the second phase of the structure of the advertising strategy, in this phase, it covers the creative form of the appropriate purchase position for previously selected media. This strategy will specify the content strategy, that is, the concept that will structure the message and, on the other hand, the coding strategy, which will define how it will be expressed symbolically.

The creativity that is supported by the strategy is the one that seeks to translate the communication objective into an adequate expression so that the target audience responds in the terms desired by the advertiser.

The creative strategy:

• It consists in establishing how to communicate what will be said in a commercial or advertising message.
• Determine what will be the most effective way to get the message to consumers.
• It should be formulated by the creative team together with the team of the contact-account and the media department.

Unicef advertising on a train

Advertising media

The means, activities or channels used by advertising to advertise products or services, were commonly divided into ATL or "Above the line" and BTL or "Below the line".

However, these terms are currently ineffective due to the heterogeneity of agency activities and models.

"Above the line" (ATL) referred to those media and activities whose investment was counted to determine the commission, and therefore remained "above the line. line" summation of "the account". After calculating commissions, there remained the "Below the line" (BTL) activities, which refer to all those considered "separate" of the account to calculate the commission. Today, the differentiation of these two terms is impractical because traditional mass media such as TV and radio have stopped paying commission to agencies (except for media agencies), as well as digital mass media, such as the WWW or online TV may cause commissions. Discretion in this regard depends more on the agreements with each agency and media and less on the type or categorization of media and activities, so today it is impossible to define what is ATL and what is BTL categorically.

Above the line; mainstream media (ATL)

• Announcements on television: Advertising made through television networks, either through spots, sponsorships, thematic microspaces... It's an expensive and powerful medium. Only usable for products or services of wide consumption. New formulas such as the sponsorship of programmes or recommendations of hosts (placement) have been introduced. It is undoubtedly the most powerful ATL.
• Radio announcements: Displaced in relevance by television, it maintains a public that by specific needs or subjective preferences listen to the medium faithfully.
• Press releases: Media very segmented by its nature: there are magazines of children, young people, women, professionals, etc. It is a medium read by people who like information so advertising can be more extensive and accurate.
• Outdoor announcements: Vallas, marquesins, public transport, luminous signs, "unipole", prism fences, etc. It must be very direct and shocking, “a cry on the street”.
• Online advertising or online ads: Ads that are strategically located, on a website or portal, such as: forums, blogs or dedicated pages. Can be presented in bannersGoogle AdWords, Google AdSense, etc.

Below the line; alternative media (BTL)

• Events and activations: It is the activation of brands and products in sales points or areas of influence of the target audience. These can occur in supermarkets, restaurants, discotheques, stadiums, shows, etc., or anywhere we can find the target audience. Also, the company may decide to perform its own event, as is the case of gyms that perform public training or beauty salons that do some performance and request volunteers.
• Product placement: It is the presentation of brands and products discreetly in T.V. programs or series, news and similar.
• Closed announcements: Ads developed to display them in specific media such as video games or movies.
• Listings for sale: It is made by means of displays or visualizers, exhibitors, speakers, posters or posters, etc., which are located in the place where the sale will be made. It is a very important reinforcement because it is there where the purchase is decided. They are usually used as BTL or as a complement to advertising campaigns and ongoing promotions.

Through the line (TTL); assimilated or hybrid media

Set of tools where ATL and BTL media are developed synergistically for a campaign.

When taking into account the basis of one for the development of the other, it is worth mentioning that it is not necessary to use both advertising techniques.

Advertising effectiveness

There are two groups of effects of advertising: economic and psychological. Statements such as "the effectiveness of advertising is not immediately related to the effect of sales" are partly true, since they are the result of a set of factors such as advertising, image, brand, price or distribution.

Although the thesis is widespread that it is impossible to isolate the specific sales effect of advertising, this is possible through econometric methods and experimentation. The effect of advertising can be translated into psychological values such as perception, memory, attitudes, and purchase intention, measurable through a survey.

Similarly, another mistake is to affirm that effective advertising is one that meets the objectives that have been set for it, however, when the objectives are correctly well established and you work with a specific methodology, it is more likely that advertising can be effective.. It is necessary to talk about logical or realistic objectives, based on a previous study in order to know the starting commercial situation of the brand or company. In addition, for expectations to be logical, it is necessary to know the market share, the percentage of own sales with respect to the competition. Long-term effectiveness can be measured in a less measurable way as the perception of quality or status of the brand beyond its intrinsic quality. Brand value is called the set of values that a brand adopts by relying, among other means, on advertising.

The methods to measure the effectiveness of advertising are pre-test and post-test, the first is applied before the launch of advertising campaigns and the second after appearing in the media. To demonstrate the selling capacity of advertising, awards have been created, which are evaluated by a jury of professionals.

Advertising effectiveness

To calculate advertising effectiveness, there are a series of ratios, such as STATS and Adstock. Stats was disseminated by Jones (1995) and is calculated as the ratio between the percentage of those who have bought the brand having seen its advertising and those who have bought the brand without having seen the advertising, and this refers to a very recent period as the day before or the last week. For example, and according to a survey, if there are 300 people who say they have seen advertising for the brand and 100 who have bought, and there are 80 out of a group of 400 who have not seen ads, then we would have a stat of: (100/300:80/400)*100= 165.

The stat for each brand can be calculated using a single-source panel or by polling, the first method being more expensive but more reliable (the stats per panel are usually be lower than those of the survey).

Adstock was created by Broadbent (1979) and is a method for calculating the remaining advertising impact to better assess media planning over time. It uses the concept of half life (in English: half life) and is the time it takes for the impact of a campaign to fall by half (expressed in GRP). For the measurement it is necessary to have a continuous survey that shows at what moment the drop in the middle of the effect has occurred. For example, a campaign of 60 GRP per week that gets to obtain an increase in sales of 5% per week during the campaign time, then the campaign disappears and it is after 8 days when it is verified that the sales on those who declare in the survey are 2.5% more than usual (in total), we can say that the half-life is 8 days for 60 weekly GRP. The fall index is calculated for that half-life as 1-0.917/1+0.917=0.0432 (0.917 is the result of the calculation table established by Broadbent himself); and from there it is calculated that the remaining future advertising impact that remains is 60GRP*0.0432=2.59GRP.

Currently, in online media we can obtain reliable data from those users who responded to the email, filled out the coupon, clicked on the banner or entered the with tools such as Google Analytics. microsite.

With this tool you can find out data such as the number of clicks compared to the number of impressions, or, in the case of an online sale, how many users have made the purchase. These tools evaluate the effectiveness of campaigns in the Internet medium.

Another measure of the effectiveness of an advertising campaign towards a specific brand is the return on investment (ROI), which calculates the profitability that the brand has earned after the campaign. It is quantifiable, since it is stipulated as the amount of money that the brand has earned in relation to what was previously invested in advertising. If the campaign was successful, the strategy that was formulated was also successful, that is, that the message was ideal, loud and impressive, memorable, that is to say that it generated remembrance in the target audience or target.

Today advertising uses neuromarketing to assess the emotional response of advertising products, this allows improvements to be made in the effectiveness of advertising research.

Social Advertising

Advertising on the metro, in Spain. Advertising has become a reflection of the social traits of a society.

The same advertising techniques that promote commercial products and services can be used to inform, educate, motivate and raise awareness of the target audience on issues of important relevance to society, such as AIDS, energy saving or deforestation. Social advertising is that effort aimed at modifying certain social behaviors that become problems for coexistence in society, the methodology used for its creation is similar to that used by commercial advertising.

It is important to highlight the difference between social advertising campaigns and corporate responsibility campaigns, since the latter are produced with a brand as the main issuer and, despite meeting the objectives of a public good campaign, the company has a positive revenue at the brand image level.

Advertising, in its non-commercial form, is a powerful educational tool capable of reaching and motivating large audiences. «Advertising justifies its existence when it is used for the public interest; it's too powerful a tool to be used solely for commercial purposes” —attributed to Howard Gossage of David Ogilvy.

Public service advertising, non-commercial advertising, public interest advertising, cause marketing, and social marketing are different terms or aspects of the use of sophisticated advertising and marketing communications techniques (generally associated with commercial enterprise) in the service of matters of interest and non-commercial initiatives. Public service advertising reached its peak during World War I and World War II under the direction of various US state agencies.

Advertising regulation

Since the 2000s, efforts to protect the public interest by regulating the content and reach of advertising have increased.

There is self-regulation, by the industry itself, which is in charge of establishing certain fundamental norms for the healthy practice of commercial communication. Throughout the world, there are various organizations in charge of ensuring this advertising self-regulation, under the fundamental principles of respect for local legislation, veracity, honest and loyal competition and prevailing social morality.

Argentina

Advertising is a means or instrument used by the entrepreneur to promote business and is placed on the market in such a way as to attract the attention of the consumer.

In this sense, Article 8 of Law 24,240 establishes that the "clarifications" in advertising they oblige the company that owns the advertised product or service and also the jurisprudence has understood that the "environment" advertising when it is essential to the general framework of contracting also obliges it in accordance with arts. 10 and 961 of the CCCN.

Peru

Law 28,705 regulates and restricts the consumption, sale and advertising of products made with tobacco in Peru, providing the measures in chapter IV, called "Of tobacco advertising, promotion and sponsorship".

For example, direct or indirect advertising of tobacco products in signal television media is prohibited open, radio or other similar media.

Sweden

Some examples are the current ban on tobacco advertising (except for exceptions such as presentations within the sector, etc.), and the total ban on advertising to children under the age of twelve imposed by the Swedish government in 1991; Although that regulation remains in effect for broadcasts originating within the country, it has been lowered by the European Court of Justice, which ruled that Sweden is obliged to accept what appears on the programming of neighboring countries or via satellite.

Criticism of advertising

Cartel Visual pollution of the graphic artist Mobstr in London.

As advertising and product marketing efforts have become more pervasive in our culture, the industry has come under fire from groups such as Adbusters for promoting consumerism using propaganda techniques.

As indicated by Velandia and Rozo (2009, p. 19),

"Certain social variables such as ethnocentrism, stereotypes, influence, status, and sexism can influence people's consumption decisions; and on the other hand, marketing by incorporating them can help maintain or modify certain social behaviors."

Such criticisms have raised questions about whether it is the medium that creates these attitudes or whether it is merely a reflection of these cultural trends.

Future

Currently, two types of advertising are distinguished according to the type of media in which it is broadcast: offline advertising (through classic media, such as television, radio, press...) and online advertising (through new media, such as the Internet). New media such as the Internet are allowing new forms of interactivity with users and especially generating what is known as "content subscription on demand". This allows prospects to voluntarily align themselves into target groups and communicate information they are willing to consume. RSS (Really Simple Syndication) is recreating advertising in new and smarter ways. Podcasts (a form of audio RSS) allow users to automatically download content from radio stations based on their personal preferences. The foregoing has led us to characterize these media as directed or relevant media, since through them advertising reaches the people we are interested in specifically and not the general public.

This has high advertising potential. In the same way, when one subscribes to an RSS content, they may be giving permission to the sender to attach advertising related to the topic of interest to it. New platforms such as product placement and guerrilla campaigns use unconventional media for their communication pieces. Blogs are also tools that provide opinion leadership to the brands that use them and at the same time a great source of links and focused content. Social networks also provide a focused target audience, which offers a positive predisposition as well as easy and rapid propagation. The consumer goes from being passive to participating.

A study presented in 2015 by the consultancy A.T. Kearney, which carefully studied the preferences of the new purchasing processes called omnichannel reveals new trends in purchasing habits. Depending on the product or service, up to 90% of purchase decisions are made at the point of sale. For this reason, interactive advertising or through targeted media at the point of sale has become a rising value.. There are numerous initiatives for interactive/passive screens in bank branches, supermarkets, hotels, etc. There are numerous new interactive advertising software solutions that allow circuit managers to manage hundreds of points of sale from a web environment, and automate the creation and delivery of multimedia advertising content.