El anunciante en la era de la saturación publicitaria: Nuevas herramientas de comunicación

Abstract

In the society of today, all the limits have been exceeded by the advertisiser in order to achive the fixation of their message in more and more mixed advertising scene. We also have to add a panoram of new formats to the pieces fo the conventional advertising, wich are use in order to achive the notoriety of the brands, as the marketing viral or th new brand placement, were the aim is to get as much integration of the brand int the audiovisual context as possible. The right use of these and other advertising forms –which forecast how the new advertisign will be like-, has become the greatest challenge for the advertisier nowdays.