2. The publicity in Spain

The advertizing investment continues experienced a positive development in the last years. Such it is like that, that in the year 2006 the advertizing investment grew 6,2 for 100, which place it over the inflation indexes, contributing practically 2 for 100 to the GDP.

The percentage that on the whole of market the conventional means obtained in 2006 was 49,0 for 100 increasing in four tenths his participation in the whole of the advertizing cake with regard to the previous year. The experienced growth has been 7 for 100 going on from 6.678,8 million euros in 2005 to 7.149,5 millions in 2006. In turn the so called not conventional means obtained 51 for 100 of the investment, with 7.440,7 million euros invested in 2006, number that is 5,3 for 100 superior to 7.064,8 millions of the previous year.

To anecdotal title, and for the least immersed in the matter, to remember that not conventional means, also we name below the line, they had his origin a few years ago when Procter and Gamble was preparing his advertizing projects. As soon as the traditional games of the budget were defined, it was always planning a line, under which it was including the new games that today we know like not conventional or below the line; and speaking of doing history, I have considered to be interesting to comment on slightly more of the history of the publicity and his origins, since it is said that the first publicists were the Greeks. This way it is testified by an announcement of the year 3000 to. of C. found in Tebas that offers a reward to the person who reports on the whereabouts of a fugitive slave.

In the streets of numerous Roman cities, as well as in those of the Home metropolises of East, the ensigns were abounding announcing the most diverse products that could be acquired in the commerce and markets. On the other hand, the public town criers also were in charge of spreading to voice in scream the services of shoemakers, barbers, physicians and others. The appearance of the printed press did that the oral diffusion of informations of commercial character, which were known like claims, was remaining relegated; from 1652, the British mercuries – publications of periodic character – were taking on his pages coffees announcements. Up to the Second World war, the term claim was not replaced with that of publicity.

One of the indisputable promoters of the advertizing revolution in the postwar period was the Briton David Ogilvy, who in 1951 revolutionized the rules of his profession with the throwing of an announcement impactante on T-shirts.

ADVERTIZING INVESTMENTS IN CONVENTIONAL MEANS YEAR 2006
Conventional means		Investments in million euros	Percentage
Television	National and autonomic televisions Thematic channels Local televisions	3.089,2 44,5 47,3	43,2 % 0,6 % 0,7 %
Television	Entire television	3.181,0	44,5 %
Newspapers	Newspapers	1.790,5	25,0 %
Magazines	Inf. gral., feminine and decoration Skills	368,1 319,9	5,1 % 4,5 %
Magazines	Whole cover	688,1	9,6 %
Radio	Radio	636,7	8,9 %
Exterior	Publicity boards Telephone boxes Transport Exterior and interior furniture Monoposts Luminous Canvases Others	96,0 11,9 101,9 228,3 27,9 18,7 29,0 15,3	1,3 % 0,2 % 1,4 % 3,2 % 0,4 % 0,3 % 0,4 % 0,2 %
Exterior	Exterior whole	529,1	7,4 %
Internet	Publicity in Internet	160,3	2,2 %
Sunday	Sunday	123,2	1,7 %
Movies	Movies	40,6	0,6 %
WHOLE		7.149,5	100,0 %

SOURCE: Infoadex

ADVERTIZING INVESTMENTS IN NOT CONVENTIONAL MEANS YEAR 2006
Not conventional means	Investments in million euros	Percentages
Personalized Mailing PLV, merchandising signaling and signs Telephone marketing Buzoneo/Folletos Yearbooks, guides and managers Acts of sports patronage Acts of patronage, patronage and social marketing and RSC Advertizing gifts Catalogs Fairs and exhibitions Animation exactly of sale Publications of company, bulletins, memoirs Promotional games Cards of fidelización	1.864,9 1.275,3 967,7 757,0 604,2 560,6 438,9 373,8 209,0 174,7 65,8 60,3 48,6 40,0	25,1 % 17,1 % 13,0 % 10,2 % 8,1 % 7,5 % 5,9 % 5,0 % 2,8 % 2,3 % 0,9 % 0,8 % 0,7 % 0,5 %
Whole not conventional means	7.440,8	100,0 %

SOURCE: Infoadex

COMPARATIVE 2006 VERSUS 2005 (in million €)
Conventional means		2006	% inc. 06/05	2005
Television	National and autonomic televisions Thematic channels Local televisions	3.089,2 44,5 47,3	7,3 % 41,7 % 12,1 %	2.877,8 31,4 42,2
Television	Entire television	3.181,0	7,8 %	2.951,4
Newspapers	Newspaper	1.790,5	7,4 %	1.666,4
Magazines	Inf. gral., feminine and decoration Skills	368,1 319,9	1,2 % 2,9 %	363,6 311,0
Magazines	Whole cover	688,1	2,0 %	674,6
Radio	Radio	636,7	4,4 %	609,9
Exterior	Publicity boards Telephone boxes Transport Exterior and interior furniture Monoposts Luminous Canvases Others	96,0 11,9 101,9 228,3 27,9 18,7 29,0 15,3	-1,5 % 10,2 % 6,6 % 5,5 % 12,5 % 11,3 % 60,2 % 10,1 %	97,5 10,8 95,6 216,4 24,8 16,8 18,1 13,9
	Exterior whole	529,1	7,1 %	493,9
Internet	Publicity in Internet	160,3	33,0 %	120,5
Sunday	Sunday	123,2	3,3 %	119,3
Movies	Movies	40,6	– 5,4 %	42,9
WHOLE		7.149,5	7,0 %	6.678,9

SOURCE: Infoadex

COMPARATIVE 2006 VERSUS 2005 INVESTMENTS (in million euros)
Not conventional means	2006	% INC 06/05	2005
Personalized Mailing PLV, merchandising signaling and signs Telephone marketing Buzoneo/folletos Yearbooks, guides and managers Acts of sports patronage Acts of patronage, patronage and social marketing and RSC Advertizing gifts Catalogs Fairs and exhibitions Animation exactly of sale Publications of company, bulletins, memoirs Promotional games Cards of fidelización	1.864,9 1.275,3 967,7 757,0 604,2 560,6 438,9 373,8 209,0 174,7 65,8 60,3 48,6 40,0	5,0 % 4,0 % 7,8 % 3,8 % 2,6 % 13,7 % 9,3 % 4,7 % -13,5 % 16,2 % -7,3 % 1,5 % 27,2 % 14,9 %	1.776,1 1.225,9 897,6 729,2 589,0 493,0 401,5 357,1 241,5 150,4 71,0 59,4 38,2 34,8
Whole not conventional means	7.440,8	5,3 %	7.064,7

SOURCE: Infoadex

To have facilitated these numbers, which with the time will lose validity, has a double purpose: on the one hand to announce the tendency of the publicity that, like rest of economic information, it moves cyclically, and for other helps the professional of the marketing in the knowledge of how canalizing his investments in communication.

We have to, nevertheless, bear in mind that some of the tendencies that here are observed can change with the time, but what will never be modified will be the process and form of work. And a maxim that no professional of the marketing can forget is the target to which he wants to direct his message and the way that better represents it.

Once we have seen the advertizing investment, we are going to happen to define the publicity and to know what his basic targets are. Although many people will think that the definition would have to be the beginning of this paragraph, the true thing is that first of all I have wanted to contribute the previous information to demonstrate the importance that has the publicity in the companies and the dimension that as skill goes so far as to reach being even much over macroeconomic variables like the proper GDP.

We can use many definitions at the time of referring to the publicity, but the most common is one of American origin that says the following thing: The publicity is the full communication of masses, which last purpose is the diffusion of informations, the development of attitudes and the impulse to profitable actions for the company that realizes them, all this included inside a strategy of integral communication.

The importance of the publicity takes root in four fundamental characteristics:

His massive character. There can make come the message that we want to transmit to most of the objective public the one that is directed.
His rapidity. His actions have immediate results in the time.
His profitability. Although initially the publicity can seem costly, the true thing is that the cost for useful impact is small.
His efficacy. His actions obtain an immediate answer be which be the proposed target: increase of the sales, recognition of mark or fame of the company.