The Effectiveness Of Communication In Media Convergence: Proposal Of Methodology And Cases

The advent of the digital era, and changes in consumer behavior, among other factors, have caused changes in communicative strategies. The present investigation aims at rethinking advertising as discipline in the framework of current communication practices in search of effectiveness. To this end, we aim to explore the most successful advertising strategies and their implementation in the current practice of brand management in Spain. All this is carried out through exploratory qualitative research based on the analysis of the state-of-the-art literature as well as on case studies of campaigns that are acclaimed for their effectiveness. The results corroborate the changes in the current communicative scenario in that they reevaluate the discipline's delineations while at the same time outlining a new methodological philosophy and procedure. As a conclusion we submit that advertising planning rests on four main pillars: technology, big data, audiences and personalization, and the imperative of individualisation.