{"id":"https://openalex.org/W1997114507","doi":"https://doi.org/10.14198/medcom2014.5.2.07","title":"Estrategias ante la nueva situaci\u00f3n tecnol\u00f3gica y econ\u00f3mica del sector publicitario espa\u00f1ol","display_name":"Estrategias ante la nueva situaci\u00f3n tecnol\u00f3gica y econ\u00f3mica del sector publicitario espa\u00f1ol","publication_year":2014,"publication_date":"2014-12-04","ids":{"openalex":"https://openalex.org/W1997114507","doi":"https://doi.org/10.14198/medcom2014.5.2.07","mag":"1997114507"},"language":"es","primary_location":{"id":"doi:10.14198/medcom2014.5.2.07","doi":"https://doi.org/10.14198/medcom2014.5.2.07","is_oa":true,"landing_page_url":"https://doi.org/10.14198/medcom2014.5.2.07","pdf_url":"https://www.mediterranea-comunicacion.org/article/view/2014-v5-n2-estrategias-ante-la-nueva-situacion-tecnologica-y-eco/pdf","source":{"id":"https://openalex.org/S2765073093","display_name":"Revista Mediterr\u00e1nea de Comunicaci\u00f3n","issn_l":"1989-872X","issn":["1989-872X","2530-0024"],"is_oa":true,"is_in_doaj":true,"is_core":true,"listed_in":["cwts-core","ddh","doaj","erih-plus","fecyt-seal","latindex","poland-20","russia-white-list-2"],"host_organization":"https://openalex.org/P4310321247","host_organization_name":"University of Alicante","host_organization_lineage":["https://openalex.org/P4310321247"],"host_organization_lineage_names":["University of Alicante"],"type":"journal"},"license":"cc-by-sa","license_id":"https://openalex.org/licenses/cc-by-sa","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Revista Mediterr\u00e1nea de Comunicaci\u00f3n","raw_type":"journal-article"},"volume":null,"type":"article","indexed_in":["crossref","doaj"],"open_access":{"is_oa":true,"oa_status":"diamond","oa_url":"https://www.mediterranea-comunicacion.org/article/view/2014-v5-n2-estrategias-ante-la-nueva-situacion-tecnologica-y-eco/pdf","any_repository_has_fulltext":true},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5005087271","display_name":"Pablo Mateo Carrasco Garrido","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I232005693","display_name":"Universidad Francisco de Vitoria","ror":"https://ror.org/03ha64j07","country_code":"ES","type":"education","lineage":["https://openalex.org/I232005693"]}],"countries":["ES"],"is_corresponding":false,"raw_author_name":"Pablo Garrido","raw_affiliation_strings":["Universidad Francisco de Vitoria"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Universidad Francisco de Vitoria","institution_ids":["https://openalex.org/I232005693"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5055439668","display_name":"Paloma Fern\u00e1ndez-Fern\u00e1ndez","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I232005693","display_name":"Universidad Francisco de Vitoria","ror":"https://ror.org/03ha64j07","country_code":"ES","type":"education","lineage":["https://openalex.org/I232005693"]}],"countries":["ES"],"is_corresponding":false,"raw_author_name":"Paloma Fern\u00e1ndez-Fern\u00e1ndez","raw_affiliation_strings":["Universidad Francisco de Vitoria"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Universidad Francisco de Vitoria","institution_ids":["https://openalex.org/I232005693"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5078691781","display_name":"Miguel Ba\u00f1os Gonz\u00e1lez","orcid":"https://orcid.org/0000-0002-0195-2754","observed_orcids":["https://orcid.org/0000-0002-0195-2754"]},"institutions":[{"id":"https://openalex.org/I182083151","display_name":"Universidad Rey Juan Carlos","ror":"https://ror.org/01v5cv687","country_code":"ES","type":"education","lineage":["https://openalex.org/I182083151"]}],"countries":["ES"],"is_corresponding":false,"raw_author_name":"Miguel Ba\u00f1os-Gonz\u00e1lez","raw_affiliation_strings":["Universidad Rey Juan Carlos"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Universidad Rey Juan Carlos","institution_ids":["https://openalex.org/I182083151"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":2,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":1.9565,"has_fulltext":true,"cited_by_count":7,"citation_normalized_percentile":{"value":0.90407271,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":89,"max":96},"biblio":{"volume":"5","issue":"2","first_page":"91","last_page":"91"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T13496","display_name":"Advertising and Communication Studies","score":0.8842999935150146,"subfield":{"id":"https://openalex.org/subfields/3315","display_name":"Communication"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T13496","display_name":"Advertising and Communication Studies","score":0.8842999935150146,"subfield":{"id":"https://openalex.org/subfields/3315","display_name":"Communication"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.11309999972581863,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13799","display_name":"Media and Communication Studies","score":0.0005000000237487257,"subfield":{"id":"https://openalex.org/subfields/3315","display_name":"Communication"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/advertising-industry","display_name":"advertising industry","score":0.8330000042915344},{"id":"https://openalex.org/keywords/economic-crisis","display_name":"economic crisis","score":0.7770000100135803},{"id":"https://openalex.org/keywords/technological-change","display_name":"technological change","score":0.9440000057220459},{"id":"https://openalex.org/keywords/strategic-decision-making","display_name":"strategic decision-making","score":0.8180000185966492},{"id":"https://openalex.org/keywords/marketing-communication","display_name":"marketing communication","score":0.7250000238418579},{"id":"https://openalex.org/keywords/industrial-transformation","display_name":"industrial transformation","score":0.675000011920929}],"concepts":[{"id":"https://openalex.org/C15708023","wikidata":"https://www.wikidata.org/wiki/Q80083","display_name":"Humanities","level":1,"score":0.7137307524681091},{"id":"https://openalex.org/C17744445","wikidata":"https://www.wikidata.org/wiki/Q36442","display_name":"Political science","level":0,"score":0.4787665903568268},{"id":"https://openalex.org/C138885662","wikidata":"https://www.wikidata.org/wiki/Q5891","display_name":"Philosophy","level":0,"score":0.21532881259918213}],"mesh":[],"locations_count":5,"locations":[{"id":"doi:10.14198/medcom2014.5.2.07","doi":"https://doi.org/10.14198/medcom2014.5.2.07","is_oa":true,"landing_page_url":"https://doi.org/10.14198/medcom2014.5.2.07","pdf_url":"https://www.mediterranea-comunicacion.org/article/view/2014-v5-n2-estrategias-ante-la-nueva-situacion-tecnologica-y-eco/pdf","source":{"id":"https://openalex.org/S2765073093","display_name":"Revista Mediterr\u00e1nea de Comunicaci\u00f3n","issn_l":"1989-872X","issn":["1989-872X","2530-0024"],"is_oa":true,"is_in_doaj":true,"is_core":true,"listed_in":["cwts-core","ddh","doaj","erih-plus","fecyt-seal","latindex","poland-20","russia-white-list-2"],"host_organization":"https://openalex.org/P4310321247","host_organization_name":"University of Alicante","host_organization_lineage":["https://openalex.org/P4310321247"],"host_organization_lineage_names":["University of Alicante"],"type":"journal"},"license":"cc-by-sa","license_id":"https://openalex.org/licenses/cc-by-sa","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Revista Mediterr\u00e1nea de Comunicaci\u00f3n","raw_type":"journal-article"},{"id":"pmh:oai:dnet:ruarepositor::fb7122669c68285a55fd9ebcbcaa9736","doi":null,"is_oa":false,"landing_page_url":"http://doi.org/10.14198/MEDCOM2014.5.2.07","pdf_url":null,"source":{"id":"https://openalex.org/S4306402641","display_name":"LA Referencia (Red Federada de Repositorios Institucionales de Publicaciones Cient\u00edficas)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I4383465926","host_organization_name":"LA Referencia","host_organization_lineage":["https://openalex.org/I4383465926"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"","raw_type":"info:eu-repo/semantics/article"},{"id":"pmh:oai:doaj.org/article:a4ba196ee3394669ada8db762949522b","doi":null,"is_oa":true,"landing_page_url":"https://doaj.org/article/a4ba196ee3394669ada8db762949522b","pdf_url":null,"source":{"id":"https://openalex.org/S4306401280","display_name":"DOAJ (DOAJ: Directory of Open Access Journals)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"repository"},"license":"cc-by-sa","license_id":"https://openalex.org/licenses/cc-by-sa","version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"Revista Mediterr\u00e1nea de Comunicaci\u00f3n, Vol 5, Iss 2, p 91 (2014)","raw_type":"article"},{"id":"pmh:oai:doaj.org/article:adecabcaf99b42249a8d2f7076f8bff7","doi":null,"is_oa":false,"landing_page_url":"https://doaj.org/article/adecabcaf99b42249a8d2f7076f8bff7","pdf_url":null,"source":{"id":"https://openalex.org/S4306401280","display_name":"DOAJ (DOAJ: Directory of Open Access Journals)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"Revista Mediterr\u00e1nea de Comunicaci\u00f3n, Vol 5, Iss 2 (2014)","raw_type":"article"},{"id":"pmh:oai:rua.ua.es:10045/43165","doi":null,"is_oa":true,"landing_page_url":"http://hdl.handle.net/10045/43165","pdf_url":null,"source":{"id":"https://openalex.org/S4306400975","display_name":"RUA, Repositorio Institucional de la Universidad de Alicante (Universidad de Alicante)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I130194489","host_organization_name":"University of Alicante","host_organization_lineage":["https://openalex.org/I130194489"],"host_organization_lineage_names":[],"type":"repository"},"license":"cc-by-sa","license_id":"https://openalex.org/licenses/cc-by-sa","version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"","raw_type":"info:eu-repo/semantics/article"}],"best_oa_location":{"id":"doi:10.14198/medcom2014.5.2.07","doi":"https://doi.org/10.14198/medcom2014.5.2.07","is_oa":true,"landing_page_url":"https://doi.org/10.14198/medcom2014.5.2.07","pdf_url":"https://www.mediterranea-comunicacion.org/article/view/2014-v5-n2-estrategias-ante-la-nueva-situacion-tecnologica-y-eco/pdf","source":{"id":"https://openalex.org/S2765073093","display_name":"Revista Mediterr\u00e1nea de Comunicaci\u00f3n","issn_l":"1989-872X","issn":["1989-872X","2530-0024"],"is_oa":true,"is_in_doaj":true,"is_core":true,"listed_in":["cwts-core","ddh","doaj","erih-plus","fecyt-seal","latindex","poland-20","russia-white-list-2"],"host_organization":"https://openalex.org/P4310321247","host_organization_name":"University of Alicante","host_organization_lineage":["https://openalex.org/P4310321247"],"host_organization_lineage_names":["University of Alicante"],"type":"journal"},"license":"cc-by-sa","license_id":"https://openalex.org/licenses/cc-by-sa","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Revista Mediterr\u00e1nea de Comunicaci\u00f3n","raw_type":"journal-article"},"sustainable_development_goals":[],"study_designs":[{"display_name":"Observational Study","id":"https://openalex.org/study-designs/observational-study"}],"awards":[],"funders":[],"has_content":{"grobid_xml":true,"pdf":true},"content_urls":{"pdf":"https://content.openalex.org/works/W1997114507.pdf","grobid_xml":"https://content.openalex.org/works/W1997114507.grobid-xml"},"referenced_works_count":11,"referenced_works":["https://openalex.org/W25281250","https://openalex.org/W600805338","https://openalex.org/W1564499741","https://openalex.org/W1592080430","https://openalex.org/W1607137273","https://openalex.org/W1966249006","https://openalex.org/W1972697158","https://openalex.org/W2023071763","https://openalex.org/W6633738083","https://openalex.org/W6807668899","https://openalex.org/W7018565250"],"related_works":["https://openalex.org/W6986186815","https://openalex.org/W7161093614","https://openalex.org/W211737188","https://openalex.org/W4390399587","https://openalex.org/W7124127879","https://openalex.org/W2952049403","https://openalex.org/W7043674980","https://openalex.org/W7206380564","https://openalex.org/W6949765526","https://openalex.org/W1936771978"],"abstract_inverted_index":{"El":[0],"sector":[1],"publicitario":[2],"est\u00e1":[3,37],"viviendo":[4],"grandes":[5],"cambios":[6],"que":[7,29,47,86],"afectan":[8],"a":[9,17,63],"pr\u00e1cticamente":[10],"todos":[11,18],"los":[12,19,82],"\u00e1mbitos":[13],"de":[14,65,76,81,91,95],"actividad":[15],"y":[16,33,42,68,73,94],"sujetos":[20],"implicados.":[21],"Con":[22],"esta":[23],"investigaci\u00f3n":[24],"pretendemos":[25],"conocer":[26],"la":[27,30,34,59,89,92,96,104],"influencia":[28,90],"crisis":[31,93],"econ\u00f3mica":[32],"evoluci\u00f3n":[35],"tecnol\u00f3gica":[36],"teniendo":[38],"en":[39,43,50,52,71,74,107],"estas":[40],"transformaciones":[41],"las":[44,79,109],"decisiones":[45],"estrat\u00e9gicas":[46],"se":[48,61],"ponen":[49],"marcha":[51],"el":[53],"sector.":[54],"Utilizando":[55],"como":[56],"herramienta":[57],"metodol\u00f3gica":[58],"encuesta,":[60],"entrevista":[62],"m\u00e1s":[64],"60":[66],"profesionales":[67],"acad\u00e9micos":[69],"expertos":[70],"publicidad":[72],"comunicaciones":[75],"marketing.":[77],"De":[78],"respuestas":[80],"encuestados":[83],"podemos":[84],"concluir":[85],"si":[87],"bien":[88],"tecnolog\u00eda":[97],"es":[98,102],"notable,":[99],"no":[100],"lo":[101],"con":[103],"misma":[105],"intensidad":[106],"todas":[108],"variables":[110],"analizadas.":[111]},"counts_by_year":[{"year":2023,"cited_by_count":1},{"year":2019,"cited_by_count":2},{"year":2018,"cited_by_count":2},{"year":2016,"cited_by_count":2}],"updated_date":"2026-10-30T12:39:25.321706","created_date":"2016-06-24T00:00:00"}