Nuevo artículo: Las agencias colombianas de publicidad como agentes del marketing nacional e internacional

Las agencias colombianas de publicidad como agentes del marketing nacional e internacional

Colombian advertising agencies as domestic and international marketing agents

Adoración Merino Arribas

Rafael Repiso Caballero

Merino Arribas, A., & Repiso, R. (2016). Las agencias colombianas de publicidad como agentes del marketing nacional e internacional. Anagramas, 14(28), 51–66.

 

Resumen

Este artículo es un análisis estadístico retrospectivo de la nacionalidad de dos elementos: las agencias de publicidad con sede en Colombia con mayor número de anuncios premiados en festivales nacionales e internacionales, y las marcas que presentan estos anuncios, según los datos referentes a Colombia generados por el ranking UNIR de Publicidad Iberoamericano (2012-2013). Los resultados demuestran que estas agencias son agentes del marketing nacional e internacional, destacando que son los anuncios con temática y recursos nacionales los más premiados.

Palabras clave

Empresas transnacionales; globalización; agencias de publicidad; festival publicitario; Colombia.

Abstract

This article presents a retrospective statistical analysis of the nationality of two elements: the advertising agencies based in Colombia with the largest number of awarded commercials within national and international festivals and the brands that these commercials represent according to the data collected by UNIR Ranking of Latin-American Advertising (2012-2013). The results show that, on the one hand, these companies are domestic and international marketing agents, and, on the other hand, the largest number of awarded commercials are those related to national resources and topics.

 

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