Papers by RAMON FRANCESC MARTIN GUART
Open journal of social sciences, 2024
For years, the consumer behavior process, known as the Customer Journey, has been studied from an... more For years, the consumer behavior process, known as the Customer Journey, has been studied from an individual point of view. However, nowadays, it is crucial to research how society influences it and how the COVID-19 pandemic has changed these patterns. By creating a split-ballot experiment and in-depth interviews with professionals, this research analyzes descriptively the changes faced by the different safety measures, such as lockdowns and socially distancing activities government enforced on five product categories: retail, electronics, wellness & health goods, food, and entertainment. The findings of this project evidence that the changes in behavior in the purchasing stages of customer-packaged and intermediate goods have sightly remained the same as when the pandemic started. However, the changes in the enjoyment stage are returning to pre-pandemic levels.
Relación entre planificación de medios y creatividad en un entorno de hibridación mediática y tra... more Relación entre planificación de medios y creatividad en un entorno de hibridación mediática y transmedialidad [Relationship between media planning and creativity in an environment of media hybridization and transmediality].
COMEeIN, Jul 15, 2018
No perdamos este tren: el de la tecnología, el de los datos, el del contenido... Si bien en el ám... more No perdamos este tren: el de la tecnología, el de los datos, el del contenido... Si bien en el ámbito de la comunicación es imprescindible, o al menos altamente recomendable, mantenerse constantemente al corriente de las tendencias que van surgiendo, en el entorno digital esta necesidad se hace más evidente, dada su naturaleza particularmente dinámica y la continua evolución del mismo.
Prisma Social, 2016
A A c co om mp pa ar ra at ti iv ve e a an na al ly ys si is s a ac cc co or rd di in ng g t to o... more A A c co om mp pa ar ra at ti iv ve e a an na al ly ys si is s a ac cc co or rd di in ng g t to o a ag ge e a an nd d g ge en nd de er r i in n S Sp pa ai in n
COMEeIN, Oct 7, 2022
La generalización de la tecnología, junto con el empoderamiento del consumidor, ha traído grandes... more La generalización de la tecnología, junto con el empoderamiento del consumidor, ha traído grandes cambios en el entorno de la comunicación y, con ello, una profunda transformación de la industria publicitaria, que requiere de nuevos perfiles profesionales con competencias y habilidades que eran inéditas hace unos años. Estos factores están influyendo indiscutiblemente en el modelo publicitario tradicional y, en consecuencia, sobre sus estructuras organizativas y sus procesos de trabajo.
Revista Latina de Comunicación Social eBooks, Jul 30, 2020
adComunica. Revista Científica de Estrategias, Tendencias e innovación en Comunicación, Nov 27, 2014
The digital evolution-or digital revolution-is changing the media landscape. All media, without e... more The digital evolution-or digital revolution-is changing the media landscape. All media, without exception, are affected by the new communication model that has established. In this context, media agencies have an important role in deciding how to put brands into contact with the target audience. In order to reflect on the challenges of media agencies and how media planning must react in this new media ecosystem, after a comprehensive analysis of national and international references, exploratory research on advertising professionals has revealed the new demands of advertising that evolves from a mass communication towards personalised communication. One example is the multi-screen effect in which individuals access multimedia content through mobile devices. But the effect is not only to replace or combine the traditional television set with new mobile devices, but new media applications facilitate interaction between brands and users in real time. In this sense, it is clear that the advertising industry is evolving towards a new approach where technology and creativity are at the centre of the business, elements that reflect the changing patterns of social interaction.
In order to be efficient, advertising needs to show familiarity with the communication habits of ... more In order to be efficient, advertising needs to show familiarity with the communication habits of its target audience. As an audience group, children pose huge challenges, particularly since they constitute a target whose gender is not taken into consideration and which has an excessively broad age range, thereby masking a highly varied spectrum of behaviour. To identify the main differences in television viewing by Spanish children depending on age and gender, a study was prepared using three sources as its basis: Kantar Media, the EGM and a specific survey on 23 children. The results show a gradual adultisation of television viewing in favour of channels not intended solely for children. Audiovisual content is not viewed merely on a television set. Digital media have taken pole position as an entertainment choice, particularly among children over the age of 11. El público infantil frente a la televisión: La “adultización” y digitalización de los contenidos audiovisualesResumenLa pu...
adComunica. Revista Científica de Estrategias, Tendencias e Innovación en Comunicación, 2014
The digital evolution-or digital revolution-is changing the media landscape. All media, without e... more The digital evolution-or digital revolution-is changing the media landscape. All media, without exception, are affected by the new communication model that has established. In this context, media agencies have an important role in deciding how to put brands into contact with the target audience. In order to reflect on the challenges of media agencies and how media planning must react in this new media ecosystem, after a comprehensive analysis of national and international references, exploratory research on advertising professionals has revealed the new demands of advertising that evolves from a mass communication towards personalised communication. One example is the multi-screen effect in which individuals access multimedia content through mobile devices. But the effect is not only to replace or combine the traditional television set with new mobile devices, but new media applications facilitate interaction between brands and users in real time. In this sense, it is clear that the advertising industry is evolving towards a new approach where technology and creativity are at the centre of the business, elements that reflect the changing patterns of social interaction.
Sport as an antidote against audience fragmentation. A scoping study of the most watched Spanish ... more Sport as an antidote against audience fragmentation. A scoping study of the most watched Spanish television shows (1989-2016
Smart innovation, systems and technologies, Nov 23, 2022
The purpose of this article is to develop an innovative model for the selec-tion of public relati... more The purpose of this article is to develop an innovative model for the selec-tion of public relations and communication agencies, or agencies that provide public relations services. Within the framework of final decision models and building on the matrix model of a competency assessment rubric, our proposed model is designed upon the analyzed perceptions of communication directors who work for Spanish organizations with the highest turnover. An ad hoc questionnaire was designed and delivered to the targeted respondents. Factorial analysis and content analysis of the collected data were conducted in order to explore and classify the attributes more commonly used when selecting a public relations and communication agency. Results indicate that communication departments apply the following criteria: experience, sectorial specialization, and client portfolio; professionalism, reliability, and quality of the service; the economic proposal. Surprisingly, technological and digital compe-tency has not emerged as a prominent attribute in this model, despite the capital role that is played by applied technologies in any kind of organization. Nor the capacity of innovation has been considered relevant to be part of the rubric. This study has practical implications since it provides communication professionals with objective criteria for the selection of a public relations and communication agency, within the framework of final decision models.
Revista de Comunicación, 2022
El propósito de este artículo es el desarrollo de un modelo ex novo para seleccionar a una agenci... more El propósito de este artículo es el desarrollo de un modelo ex novo para seleccionar a una agencia de relaciones públicas y comunicación, o que preste servicios de relaciones públicas, basado en las percepciones de los responsables de comunicación de las organizaciones de mayor facturación españolas asociadas a la Asociación de Directivos de Comunicación-Dircom, e inspirado en el modelo matricial de una rúbrica de valoración por competencias de Goodrich (2005). Para este cometido se cursó un cuestionario y se hizo un análisis factorial y un análisis de contenido a la información obtenida para conocer, validar y clasificar los atributos que se utilizan cuando se selecciona una agencia de relaciones públicas y comunicación. Los resultados indican que los departamentos de comunicación consideran como atributos principales: la experiencia, la especialización en el sector y cartera de clientes; la profesionalidad, fiabilidad y calidad del servicio que se presenta; y la propuesta económic...
Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias, 2013
El ecosistema de los medios está cambiando debido no solo a motivos coyunturales sino también est... more El ecosistema de los medios está cambiando debido no solo a motivos coyunturales sino también estructurales entre los que destaca la revolución tecnológica y la consolidación de internet como medio de comunicación. Las agencias de medios deben reformular su modelo de negocio e incorporar, por ejemplo, métricas como el iGRP que permiten justificar las inversiones online con los mismos argumentos que se utilizan con el resto de medios.
Historia y Comunicación Social, 2014
Revista de Comunicación , 2022
RESUMEN: El propósito de este artículo es el desarrollo de un modelo ex novo para seleccionar a u... more RESUMEN: El propósito de este artículo es el desarrollo de un modelo ex novo para seleccionar a una agencia de relaciones públicas y comunicación, o que preste servicios de relaciones públicas, basado en las percepciones de los responsables de comunicación de las organizaciones de mayor facturación españolas asociadas a la Asociación de Directivos de Comunicación-Dircom, e inspirado en el modelo matricial de una rúbrica de valoración por competencias de Goodrich (2005).
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Papers by RAMON FRANCESC MARTIN GUART