Models for Documentary Management in the Agencies: Documentary Elements in the Advertising Campaigns

Authors

  • Juan Marcos Recio Universidad Complutense

Keywords:

Publicidad, Gestión documental, Documentación, Agencias de publicidad, Investigación

Abstract

Advertising, as 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 the advertising documentation in Spain from the theoretical and practical points of view. Then, the models for documentary 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.

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Published

2015-07-19

How to Cite

Marcos Recio, J. (2015). Models for Documentary Management in the Agencies: Documentary Elements in the Advertising Campaigns. Profesional De La información, 100(2). Retrieved from https://revista.profesionaldelainformacion.com/index.php/EPI/article/view/8277

Issue

Vol. 100 No. 2 (1950)

Section

Non research articles

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