Las Centrales de Compra de Medios: situación actual y tendencias

Francisco Javier Pérez-Latre

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Published: 1994-01-01
DOI: https://doi.org/10.15581/003.7.35575
Keywords:
Centrales, Medios, Tendencias

How to Cite

Las Centrales de Compra de Medios: situación actual y tendencias. (1994). Communication & Society, 7(1), 11-28. https://doi.org/10.15581/003.7.35575
168

Abstract

El presente trabajo estudia una cuestión con particular interés y actualidad: las Centrales de Compra. No cabe duda que el desarrollo reciente de estas empresas informativas constituye uno de los acontecimientos más relevantes que han tenido lugar en el mercado publicitario de nuestros días. Las Centrales se analizan aquí en sus distintas modalidades – independientes y coaliciones multinacionales de agencias –, y en los países con mayores inversiones publicitarias en el periodo 1990-1992: Estados Unidos, Alemania, Reino Unido, Francia y España. Además, se resume la presente situación de las Centrales en los diversos mercados publicitarios.
Keywords:
Centrales, Medios, Tendencias

Authors

Francisco Javier Pérez-Latre
Universidad de Navarra.


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Issue

Vol. 7 No. 1 (1994)

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Articles

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