Year: 2010
Type: article
Abstract: Advertising, one of the leading communications media today, requires special techniques for research and documentation without which its effectiveness could be questioned. A brief study is made of advertising documentation in Spain from the theoretical and practical points of view. Then, the models for document management used in the agencies are studied and explained, and a definition of what is understood to be advertising documentation is drawn up. In addition, the documentary elements that should be used in the advertising campaigns and in the proper functioning of the documentation centres are proposed.
Source: El Profesional de la Informacion
Authors: Juan-Carlos Marcos-Recio, Juan-Miguel Sánchez-Vigil, María Olivera-Zaldua
Institution: Universidad Complutense de Madrid
Language: Spanish
Subfield: Conservation
Field: Arts and Humanities
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W2013796246