Publication: La transformación de la comunicación publicitaria del sector del automóvil en los años 2007-2018: del auge de Internet a la prescripción con IoT
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2021-03-09
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Universidad Complutense de Madrid
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Abstract
La publicidad en el sector del automóvil es un campo poco analizado en la literatura científica contemporánea, a la vez que interesante para estudiar y entender la transformación que supone el entorno de crisis económica mundial, como el acontecido en los últimos años. La industria del automóvil se encuentra en un estado de reinvención hacia un modelo más sostenible, que le haga cumplir con las necesidades de los consumidores y, a su vez, con las políticas de ecología sostenible exigidas por la situación planetaria actual. Por un lado, la tecnología ha irrumpido, al igual que en otros campos, proporcionando funcionalidades avanzadas: navegación GPS, controles de velocidad, asistentes de cambio involuntario de carril, motorización eléctrica e, incluso, asistentes por voz y conducción autónoma. Por otro lado, la crisis ha obligado a la industria a adaptarse al contexto de recesión y control degasto dominante. La cifra de inversión total de la automoción en publicidad ha descendido un 61% en el periodo que va desde el año 2007 al 2018, mientras que la publicidad en Internet ha crecido un 83% en el mismo ciclo. Y es que el medio Internet ha provocado una auténtica revolución en el sector de la Publicidad y en el mercado del automóvil...
Advertising in the automotive sector is a field not deeply analysed by any recent scientific work and thus, it is very interesting for studying and understanding the transformation that the world economic crisis, implied to a sector like this one.The automotive industry is being transformed and reinvented towards a more sustainable model, that fulfils both the customer needs and the ecological policies, being imposed to improve the current highly-polluted situation of the Earth. On the one hand, the technology has appeared, as in many other fields, bringing new and advanced features to the vehicles, as GPS navigation, speed controllers, lane change assistants, electric power units and even voice assistants and autonomous driving. On the other hand, the crisis has obliged the industry to be adapted to the economic recession and the limited spending power of the citizens. The overall advertising investments of the car business has been reduced 61% during the time period from 2007 to 2018, but those investments in advertising using Internet has raised up to 83% at the same cycle. Internet has revolutionized the entire advertising business, and so happened in the automotive sector...
Advertising in the automotive sector is a field not deeply analysed by any recent scientific work and thus, it is very interesting for studying and understanding the transformation that the world economic crisis, implied to a sector like this one.The automotive industry is being transformed and reinvented towards a more sustainable model, that fulfils both the customer needs and the ecological policies, being imposed to improve the current highly-polluted situation of the Earth. On the one hand, the technology has appeared, as in many other fields, bringing new and advanced features to the vehicles, as GPS navigation, speed controllers, lane change assistants, electric power units and even voice assistants and autonomous driving. On the other hand, the crisis has obliged the industry to be adapted to the economic recession and the limited spending power of the citizens. The overall advertising investments of the car business has been reduced 61% during the time period from 2007 to 2018, but those investments in advertising using Internet has raised up to 83% at the same cycle. Internet has revolutionized the entire advertising business, and so happened in the automotive sector...
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Tesis inédita de la Universidad Complutense de Madrid, Facultad de Ciencias de la Información, leída el 02-12-2020