Medios y soportes alternativos para una publicidad convencional: publicidad «off the line»New advertising media alternatives: «Off the line»
ISSN: 1887-8598, 1989-5143
Ano de publicación: 2007
Volume: 1
Número: 2
Páxinas: 117-131
Tipo: Artigo
Outras publicacións en: Pensar la publicidad: revista internacional de investigaciones publicitarias
Resumo
In this paper we try to explain the reasons for the new advertising media growth. New advertising media can not be included within the concepts of media «below the line» or «above the line». After our research we concluded that we can name it like media «off the line». Keeping that in mind, we look for examples of new medias and try to establish the relation «advertiser�media». We are willing to know if alternative advertisements use alternative medias.