NDLI: La comunicación corporativa a través de las páginas Web: el caso de las cincuenta mayores Agencias de Publicidad y Centrales de Medios españolas.

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La comunicación corporativa a través de las páginas Web: el caso de las cincuenta mayores Agencias de Publicidad y Centrales de Medios españolas.

Content Provider	Semantic Scholar
Author	Nieto, Begoña Gómez Frade, Alejandro Tapia
Copyright Year	2012
Abstract	Este trabajo analiza la comunicacion corporativa de medio centenar de agencias de publicidad y centrales de medios a traves de sus portales Web. Para ello se recurrio a la tecnica de analisis de contenido. Los resultados obtenidos muestran que tanto agencias de publicidad como centrales de medios se encuentran muy alejados de la situacion deseable en lo que respecta a comunicacion corporativa en pagina web, lo que resulta especialmente gravoso cuando son precisamente estas organizaciones las que se presentan como expertas en la materia y compiten por gestionar dicha comunicacion en otras organizaciones. Ademas, si bien formalmente se da importancia a la comunicacion corporativa, se acusa notablemente la ausencia de elementos corporativos fundamentales y la deficiente ubicacion de algunos contenidos que efectivamente constan en las paginas Web. Abstract This paper analyzes the corporate communication of fifty advertising agencies and media planners through its Web portals. Content analysis was used as the research technique. The results show that both advertising agencies and media centers are far from a desirable situation with respect to their corporate communications web page, which is especially bothersome when these organizations present themselves as experts in field and compete with each other to manage communication assets of other organizations. Furthermore, although they formally give importance to corporate communications, the absence of key corporate elements and poor location of some content contained in Web pages is noticeably pointed out.
Starting Page	156
Ending Page	170
Page Count	15
File Format	PDF HTM / HTML
Volume Number	9
Alternate Webpage(s)	https://journals.tdl.org/gmjei/index.php/GMJ_EI/article/download/48/48
Alternate Webpage(s)	https://biblat.unam.mx/hevila/Globalmediajournalenespanol/2012/vol9/no17/9.pdf
Language	English
Access Restriction	Open
Content Type	Text
Resource Type	Article

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