La publicidad en la era digital: el microsite como factor estratégico de las campañas publicitarias on-line Advertising in the Digital Age: the Microsite as a Strategic Factor in On-line Advertising Campaigns

dc.creator	Carlos Fanjul Peyró
dc.creator	María Romero Calmache
dc.date	2010-03-01T00:00:00Z
dc.date.accessioned	2015-07-20T22:17:51Z
dc.date.available	2015-07-20T22:17:51Z
dc.identifier	10.3916/C34-2010-03-12
dc.identifier	1134-3478
dc.identifier	1988-3293
dc.identifier	https://doaj.org/article/c206c76026304de3ac5a46e212b07d74
dc.identifier.uri	http://evidence.thinkportal.org/handle/123456789/19193
dc.description	El crecimiento exponencial e irreversible de la Web Social es un fenómeno innegable que está propiciando una serie de cambios en las fórmulas comunicacionales. Esa revolución de naturaleza global propone un nuevo modelo por completo democrático, en el que un usuario, sea cual sea su procedencia, status u ocupación, puede ser emisor y receptor de información a tiempo real. En esta coyuntura, la publicidad se ve obligada a redefinirse y adaptarse, teniendo que modificar sus estrategias y formatos para adecuarse al nuevo modelo. Las fórmulas tradicionales de elaboración de los mensajes comerciales no funcionan en el ámbito de Internet y su eficacia publicitaria es escasa. Sin embargo, la inversión en este medio crece año tras año, lo que demuestra la apuesta del mercado por las posibilidades comerciales de Internet. Este trabajo supone el estudio de un nuevo modelo publicitario en la Red: el microsite. Un formato que invita al usuario a vivir una experiencia sensorial a través del ordenador y que lanza mensajes comerciales de forma interactiva, sutil, pero contundente. Mediante el análisis de contenidos técnicos y semánticos de una muestra de estos espacios, se busca definir y destacar las principales características del microsite y reflexionar sobre el rol estratégico del mismo dentro de las campañas publicitarias on-line.<br>The exponential and irreversible growth of the social web is an undeniable phenomenon that is provoking a series of changes in communication models. This global revolution proposes a new model that is completely democratic, in which a user, regardless of origin, status or occupation, can be the issuer and receiver of information in real time. This has forced advertising to redefine and adapt itself, modifying its strategies and formats in order to align to the new model. The traditional rules of elaborating commercial messages do not apply in the Internet environment, and their advertising efficiency is limited. However, investment in this medium increases year by year, the proof being the market’s gamble on the commercial possibilities of Internet. This work studies a new advertising model on the Net: a microsite. This format invites the user to enjoy a sensorial experience through the computer which issues interactive commercial messages that are subtle but convincing. Through the analysis of the semantic and technical content of a sample of these slots, we seek to define and emphasize the principle characteristics of the microsite and to reflect upon its strategic role within on-line advertising campaigns.
dc.language	Spanish
dc.language	English
dc.publisher	Grupo Comunicar Ediciones
dc.relation	http://dx.doi.org/10.3916/C34-2010-03-12
dc.relation	https://doaj.org/toc/1134-3478
dc.relation	https://doaj.org/toc/1988-3293
dc.rights	CC BY-NC-SA
dc.source	Comunicar, Vol XVII, Iss 34, Pp 125-134 (2010)
dc.subject	Publicidad on-line
dc.subject	Microsite
dc.subject	Interactividad
dc.subject	Web 2.0
dc.subject	Internet
dc.subject	Web social
dc.subject	On-line advertising
dc.subject	Microsite
dc.subject	Interactiveness
dc.subject	Web 2.0
dc.subject	Internet
dc.subject	Social web
dc.subject	Communication. Mass media
dc.subject	P87-96
dc.subject	Philology. Linguistics
dc.subject	P1-1091
dc.subject	Language and Literature
dc.subject	P
dc.subject	DOAJ:Media and communication
dc.subject	DOAJ:Social Sciences
dc.subject	Education (General)
dc.subject	L7-991
dc.subject	Education
dc.subject	L
dc.subject	DOAJ:Education
dc.subject	DOAJ:Social Sciences
dc.subject	Communication. Mass media
dc.subject	P87-96
dc.subject	Philology. Linguistics
dc.subject	P1-1091
dc.subject	Language and Literature
dc.subject	P
dc.subject	DOAJ:Media and communication
dc.subject	DOAJ:Social Sciences
dc.subject	Education (General)
dc.subject	L7-991
dc.subject	Education
dc.subject	L
dc.subject	DOAJ:Education
dc.subject	DOAJ:Social Sciences
dc.subject	Communication. Mass media
dc.subject	P87-96
dc.subject	Philology. Linguistics
dc.subject	P1-1091
dc.subject	Language and Literature
dc.subject	P
dc.subject	Education (General)
dc.subject	L7-991
dc.subject	Education
dc.subject	L
dc.subject	Communication. Mass media
dc.subject	P87-96
dc.subject	Philology. Linguistics
dc.subject	P1-1091
dc.subject	Language and Literature
dc.subject	P
dc.subject	Education (General)
dc.subject	L7-991
dc.subject	Education
dc.subject	L
dc.subject	Communication. Mass media
dc.subject	P87-96
dc.subject	Philology. Linguistics
dc.subject	P1-1091
dc.subject	Language and Literature
dc.subject	P
dc.subject	Education (General)
dc.subject	L7-991
dc.subject	Education
dc.subject	L
dc.title	La publicidad en la era digital: el microsite como factor estratégico de las campañas publicitarias on-line Advertising in the Digital Age: the Microsite as a Strategic Factor in On-line Advertising Campaigns
dc.type	article