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This paper aims to study the account planners' role and its contribution to an effective advertiser's communication. Account Planning was born in 1968 in two advertising agencies in London, due to the media and marketing context of that period. In the present circumstances, characterized by a powerful consumer and the need of an integrated communication, the account planner's role acquire more prominence. The account planner is the consumer voice and works in order to assure that the commercial communication is focused on a depth research about the consumer and his characteristics. That's the reason why his role has value for the advertisers because he looks after a correct brand positioning and an effective communication strategy, focused on depth consumer knowledge. This theoretical analysis is adapted to the study of the situation of the Spanish account planners nowadays through an empirical study based on a survey done to the planners who work in Spain. Account Planning is a recent discipline in this country. The first agencies which adopted this function did it at the beginning of the 90s. However, today it has converted in a key department in commercial communication. [ABSTRACT FROM AUTHOR]

The aim of this piece of research is to determine the interrelationships between the corporate image used by the main restaurant franchises operating in Spain and the colours used by them. Following Colour Theory and the studies on colour psychology that will be dealt with during the course of this paper, we have started with the principal hypothesis that red will be the predominant colour, together with yellow, due to the fact that these colours, because of their inherent connotations, are those best able to convey the activity and philosophy of fast food companies. The field of Visual Corporate Identity is an extremely wide one in which various elements are at work, such as brand, logo, symbol, typography, colour, different compositions or versions of the brand and the application of the brand to different support media. This means that when it comes to the comparative analysis, this piece of research will focus on the chromatic aspect of each sample analysed as it operates in the fast food sector and the Spanish market, based on the assumption that the way in which elements such as colour are used is not arbitrary. The methodology used in this research meant selecting a sector of activity from within the commercial system of fast food franchises and determining the samples to be analysed based on the following criteria: highest volume of invoicing and greatest number of franchises operating in Spain. To accomplish this, the authors have based their research upon qualitative methods and secondary sources. In conclusion, we have been able to demonstrate how the use of corporate identity and, more specifically, colour, is deliberate and undoubtedly forms part of, and is subordinated to, the corporate communication strategies defined by the company. [ABSTRACT FROM AUTHOR]

The aim of this research is to analyze the communication strategies used by Spanish franchises which, targeting at any objective public, would like to promote their market expansion and marketing organization. In this paper, we establish a comparative study between the strategies used by franchises in their first stage of market expansion and those used by established franchisors. To accomplish this, we base our research upon qualitative (participant observation) and quantitative methods (survey) to a fixed number of franchise companies. In conclusion, we attempt to set the possible differences between strategies followed by this kind of companies, according to their location in the market. [ABSTRACT FROM AUTHOR]

In its eighty years of existence, radio has been always characterized to adapt to the social, cultural and technological transformations. Thus it has been until this moment. Nevertheless, some years ago, the authors and professionals of this medium have been detecting a stagnation that affects to its structure. At a time in continuous technological evolution, radio demands a deep transformation. For that reason, from the conviction of which the future radio, public and commercial, will necessarily have to renew itself, in this paper we establish ten problems and their possible solutions to the radio crisis in order to draw an x-ray of radio in Spain. Radio has future, but it is necessary to work actively by it. That the radio continues being part of sound of our life, it will depend on the work of all: companies, advertisers, professionals, students, investigators and listeners. [ABSTRACT FROM AUTHOR]