The search of the involvement with the communication consumer as tool in the new advertising space: paradigmatic examples of brand experience.
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Abstract
The advertising communications world has experienced a deeper change in the last five years than it had in the five previous. The advertiser focuses on connecting with the new consumer —the “crossumer”—, via experiences of brands based on the interaction. The objective of the article present is to get deeper into the situation through which these changes are being produced, as well as to carry out a review for some more representative and paradigmatic examples of the current publicity that is thrust onto the “crossumer”, the consumer/user of the next generation. Someone completely different, who dominates codes of communication as never had happened earlier, and for who new medias has no secret for him/her. How to call its attention linking him towards the brand are remembered always. It’s the great objective of the advertisers in the current advertising stage in full force.
The objective of this articulate is to immerse us in this new situation, exemplifying broadly the current outlook of that which a detailed vision is offered.
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