Since I have commented previously, the message is the essential part on which it turns a communication campaign. But if we cannot transmit a good message across the suitable means, all our effort will not have served for anything.

We are going to see next the characteristics of the different traditional means, as well as his evolution in the last times. It is necessary to admit, nevertheless, that although the new technologies, Homely Internet, and the payment televisions have popped in hard in the society, the traditional means keep on having a big leading role, hence the XXIst century provides an interesting battle to us for knowing how the advertizing market will be praised opposite to the existing saturation at present and the groups concentration mediáticos.

6.1. Television

In Spain, the television king keeps on being considered like the «support». The force that it prints as mass communication media are such, that has turned into an authentic power fáctico to social scale, in such a way that the governments conscious of his importance, try to support an iron pursuit on the way.

The attraction of the television as mass communication media for the advertisers takes root Homely in the possibility that it offers of coming to a high number of consumers. His only obstacle takes root in that it demands a big capital investment to overcome the «threshold of hearing» that is not not any more nor less than the minimal number of necessary announcements so that the message is received by the consumer.

The development of the television in Spain in the last years is clear from the point of view of the offer, although it it is not so much from the point of view of the advertizing profitability, since if a few years ago were only two channels of public character and of national ambience those that were distributing the whole advertizing investment, later different channels of autonomic character joined, as well as the proliferation of private channels.

It is necessary to add at present the different digital platforms, as well as the cables television to them, what is going to keep on increasing the offer but, especially, it is going to do that the advertizing cake is distributed progressively between more parts.

Nevertheless, all that glitters is not gold, and although the Home televisions continue with important advertizing income, the true thing is that at present they exceed the maximum of publicity allowed by the Board of the Publicity of the European Union, which establishes 20 for 100 like maximum percentage.

All this produces a saturation grade that, far from being of benefit, it harms to the televisions, to the advertisers and, Homely, to the spectators. The publicity saturation provokes two reactions: on the one hand the awesome zapping, and for other the effect forest, which consists of extinguishing the TV set after the boredom produced by the change of channel. So much one like other reduce an enormous efficacy to the advertizing investments.

In spite of this panorama, and since it has been commented more above, the television is considered to be the Home audio-visual way and it indicates that it will survive the new context, but that it will have to transform to fit to the requirements of the viewers and of the advertizing market. It seems clear that the future points at new forms of television consumption, being based on the development of specializing services.

Moreover, he will have to adapt himself also to other different ways of doing publicity on the part of the advertisers. And the fact is that the advertizing commercial is losing his efficacy owed between other things, as I have already commented more above, to the publicity avalanche. Hence the advertisers are betting for other alternative formulae that promote more his advertizing investments. Between them we emphasize the following ones:

• The programs patronage. He pays part or the whole of the production in exchange for a strategic emplacement in the emission of the program.
• The bartering. It is a form in heyday for which a company or mark designs a program and introduces in him his advertizing action. Later, it delivers it to itself to the chain that is going to express it of a completely free form or even paying a quantity for his emission, depending on the time zone in which it is expressed. Thus an effect is obtained anti zapping, since the mark turns into protagonist of the program. Also, on having mixed with the content of the television space, the viewer feels less inclined to push the advertizing messages back.
• The product placement or emplacement of product. It consists of inserting strategically commercial products in sequences of a movie or of a series of television. It has been revealed like one of the more effective systems of publicity for several motives: the possibility of coming to big hearings, his credibility, the clear differentiation with regard to the competition, his high profitability, the saving of production, the benefit of image that there project to the public actors and actresses of the first line and, especially, the one that does not create rejections or escapes of hearings. The product placement is considered to be a new form of integral communication.

Finally, and although the advertizing investment keeps on increasing, the true thing is that the television is a way that will have still to support many changes of behavior and where the marketing work will be essential if he wants to support the profitability and be still placed in the first positions. The commercialization of his spaces will be more and more complex and it will have more difficulties to sell.

6.2. Daily press

Although at reading level we are in a nearby situation to qualified like «third-world«, the way presses it offers, in general terms, a good advertizing support for most of the products, since it has the target better defined and located. With 1.790 million euros it occupies the second place, representing 25 for 100 of the whole of the advertizing investment in conventional means.

Other one of the possibilities that offer us at present the newspapers is the electronic support. Thanks to Internet, the newspapers can be consulted mostly free in any place of the world and in the moment wished by the user, what allows a major increase of diffusion of the way. His future is very pleasing and the blogs will have a big leading role, inside them. At present the consumption of digital press in Spain grows more than the average of the European Union.

Also, the phenomenon of the free newspapers in Spain has overcome all the due expectations. Catalogued in the beginning like underground press and of doubtful quality, this type of heads begins to be consolidated on the market to tenor of the levels of hearing and of the every time major advertizing investment that they attract. In addition to having in common the cost-free status, these newspapers bet for a differentiation as for contents, treatment of the information and, enclosed, publicly that they go. With what yes they all coincide it is in the importance that it has Internet like tool to make faithful to his hearing.

When not long ago any more than one period of five years the first free newspapers appeared nothing was making to think that they were going to turn into the most well-read qualifications and with major diffusion of the printed matter. A phenomenon that has happened in the whole Europe, but that has had special relevancy in Spain. In fact, and according to the last information of the EGM, of the six most well-read newspapers of Spain, four are free: 20 minutes, What!, Meter and ADN, which are located, respectively, in the first, third, fourth and sixth place. Between them The Country appears, in the second position and The World, in fifth.

6.3. I remove

The radio, due to the leading role that it takes as an informative way, is a very valid support for the publicity, being an excellent tool to come to a wide target. In fact, nearly 20 million persons listen to it every day in Spain; this number joined the fact of which every time they are more the listeners who join to the radio, it is producing an increase of the advertizing investment, coming in 2006 to 637 million euros, 4,4 for 100 more than in 2005.

6.4. Magazines

The sector of the magazines has a big complexity and dispersion inside the market, what does that it presents a quite marked opaqueness. The fluctuations that exist in throws and sectors of preference are very difficult to predict where we must direct the advertizing investments, therefore it will be necessary to do an analysis and punctual pursuit across the EGM, of the information that the OJD facilitates and by means of our own sources. The Internet consolidation will help to the heads disappearance.

6.5. Exterior publicity

The exterior publicity is an advertizing way for itself, or, with proper entity, which uses, in turn, a series of supports that it makes it valid at the time of announcing the message. Regularly new supports appear, since, despite his development, it keeps on being a way in evolution process, especially with the irruption of supports of high technological level.

We can stand out between the existing ones:

• Publicity in fences. There are those supports located in the cities and highways.
• Publicity in public transports. It is any publicity that is realized so much inside as in the exterior of the public transports like buses, meter, trains, taxis, etc. is already graphic or in digital support.
• Mobile and semimobile publicity. It is any publicity that is realized in fences transported by authorized vehicles, as well as that one that on a vehicle is located in any urban place. With regard to the mobile publicity, at present the controlled active screens are much used route modem from a computer head office, changing to him every day everything regarding the local information and inserting and removing the announcements that are discharged or of fall.
• Air publicity. It is quite that realized by light aircrafts that they transport cartels with advertizing messages.
• Publicity in sports enclosures. It is the whole publicity with static character that is placed in the sports enclosures like football stadiums, car circuits, fields of tennis, racetracks, etc. the days in which a competition or sports event is celebrated.
• Other forms of static publicity. It comprises the different forms of fixed publicity that we have not mentioned in advance, placed normally in downtowns. We refer to the publicity in canopies, telephone boxes, wastebaskets, clocks in the public route, lampposts, kiosks of press, platforms of meter, digital screens, the new public containers of pollutant residues or with possibility of the already famous "thingamajigs" of Madrid being recycled, warning in the corners of commerce and places of free time, etc.

The profitability of each of the mentioned supports is very variable, since it depends on the target for that we are looking; in any case, the Home characteristic of this way is to prevent the message from remaining mixed with his support inside the urban scenery, therefore the creativity acquires a strong leading role.

SOURCE: Infoadex