La comunicación corporativa a través de las páginas Webel caso de las cincuenta mayores Agencias de Publicidad y Centrales de Medios españolas

  1. Begoña Gómez Nieto
  2. Alejandro Tapia Frade
Journal:
Global Media Journal México

ISSN: 1550-7521

Year of publication: 2012

Volume: 9

Issue: 17

Pages: 156-170

Type: Article

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More publications in: Global Media Journal México

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.

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