Comunicación estratégica integral frente a publicidad tradicional

Advertising as we used to know it is very different from the publicity carried out today, and that which is predicted for the near future. The economic crisis and changes in technology have meant that nothing which used to work is effective today. Communication cannot be the same because society has changed and so has the relationship between consumers and companies. We want to discover what works now in order to identify possible paths which communication professionals may take in the future. In order to do this, we have studied the winning campaigns of the 2014 El Sol Advertising Festival in the ‘Integrated Campaigns’ section. This was the last section to be created but it now opens the list of winners. In this study we will define the elements which characterize these campaigns, analyze the mechanisms of integration in the different marketing areas and study if new communication channels are being implemented in order to be more attractive or effective for the consumer. This is carried out using quantitative analysis (elements used to achieve a greater impact) and qualitative analysis (of each campaign and the function of each element and all the campaigns together in order to find common elements and check if the function is the same). As a result, we believe that we could be experiencing a new omnichannel model of advertising which integrates different areas of communication in order to achieve business objectives, not only communicative ones. Research and preparatory work before creation, together with strategic planning, are much more important than until these last few years and this is reflected in campaigns. La publicidad que conocíamos es muy diferente a la que se está haciendo en la actualidad, y a la que se prevé que se haga próximamente. La crisis y los cambios tecnológicos han colaborado en que nada de lo que funcionaba, hoy sirva. La comunicación ya no puede ser igual, porque no lo es la sociedad, ni la relación con los consumidores y las empresas. Queremos encontrar qué es lo que ahora funciona, para identificar posibles caminos por los que irá el trabajo de los profesionales de la comunicación. Para ello, hemos estudiado las campañas ganadoras del Festival Publicitario El Sol 2014, de la sección «Campañas integradas», última categoría en llegar, pero que abre su palmarés. En el presente trabajo definimos los elementos que caracterizan a estas campañas, analizamos sus mecanismos de integración de las distintas áreas del marketing, y estudi