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Digital society has caused changes in the conventional forms of advertising. The values and interactive processes associated lead commercial brands to adapt to new situations. This paper reflects on crossmedia and transmedia storytelling concepts and their use in the Latin American context. There has been a transformation built on a hypermodern society, influenced by sociotechnological devices. The main objectives of this work are to define and categorize the new advertising formats arising from this context, as well as to identify the new conceptual manifestations. Through a conceptual revision, the text shows that the traditional forms of strategic advertising planning are changing, determined by conceptual and media hyperrelation. Now there is a sense of growing consumer power, who is also an active consumer of social media and advertising. In the current Latin American context, the consumer becomes a necessary collaborator in the process of producing meaning. [ABSTRACT FROM AUTHOR]

Companies receiving funds for their research, development and technological innovation (R&D&I) activities must comply with communication obligations so that citizens are informed of the projects that are financed using public funds. The information requirements are defined both in the European and Spanish legal framework. The objective of this paper is to compile this legislation and analyse the communication and data sharing obligations that are required for these funding recipients. The results indicate that the communication obligations of the subsidised projects are very general. It is compulsory to standardise the terms used, the actions requested and the content of these, and to promote data sharing in companies, all through a repository that brings together the R&D&I projects funded. [ABSTRACT FROM AUTHOR]

With digitization, journalistic companies tested out different ways of creating value through the capabilities that technology provides. Online newspapers applied the experience they had with their print versions to brand extensions, aiming to build revenue models that went beyond the classic models for advertising and charging for content. Their goal was to leverage brand value by expanding their name to a new product. This study focuses on Unidad Editorial, which undertook various initiatives testing the power of the digital brand elmundo.es and expanding the boundaries of the business. We use information obtained from 23 semistructured in-depth interviews with executives from the early days of their online business to the present, providing a comprehensive picture. Elmundo.es's experimentation with brand extensions and other non-advertising revenue sources helps us understand digital media's shift towards charging for content -which the Covid-19 pandemic provided a favorable environment for- in their search for alternatives to compensate for the decline in advertising revenue. New brand extension projects, for which brand strength and consistency with the original product are determinative, remain open. In addition, these new practices will be subject to the journalistic companies' investment capabilities. [ABSTRACT FROM AUTHOR]

Brand creation and management has undergone a substantial change in recent years as a result of new communication strategies, adaptation to the digital transmedia paradigm, and interaction with consumers. The use of an audio identity as a variable in this architecture and its inclusion in the different points of contact with consumers has generated a growing interest in audio branding. This article responds to the need to establish a conceptual basis and the state of the art in order to advance in the in-depth study of the discipline through a systematic review of the literature. This review was carried out in the Web of Science databases for the 2011-2020 period. After the initial filtering, a total of 36 articles were analysed and divided into four areas of relevance: phonetics in brand names, audiovisual advertising and branding, local city or country branding, and political branding. [ABSTRACT FROM AUTHOR]

Viral communication has experienced noticeable changes since its first definition by Rushkoff in 1994. Some changes have been of such a nature that they have rendered the notions employed at the end of the last century and at the start of the 21st century obsolete. This present article tries to update and synthesize the concept of virality as the backbone of the current forms of communication and, especially, those that are born and triggered in social networks. For this we will use a classic bibliographic review methodology, which will try to investigate the background, the elements and the foundations of the concept. As a result of this revision, we will extract a new concept of viral communication, as a form of integration between the media and their messages or, also, as a form of global hybridization. In this context, the article will try to establish the theoretical foundations of virality as a paradigm of digital and connected communication. Personal communication, originally developed from leader theory and personal influence starting with contacts in close proximity (word-of-mouth), is redefined by the Internet and by the application of marketing (which has developed it under the name of permission or relational). With its rapid expansion in the early 1990s, the phenomenon of personal influence took on a new dimension. This happened mainly because the Internet is essentially a decentralized structure, where the nodes and points of influence are crucial for the flow of information. So we must think of network-based communication as a collaborative process. These forms of communication stand out for requiring personal information and allowing segmentation of the public and personalization of communication related actions. [ABSTRACT FROM AUTHOR]