Abstract

ALVAREZ-FLORES, Erika P.; GOMEZ, Patricia Núñez  and  VINIEGRA, Luis Mañas. Hybrid Effect on the Demand for Advertising Executives: A Challenge in the Face of the Digital Transformation of Advertising. Palabra Clave [online]. 2021, vol.24, n.2, e2424.  Epub May 24, 2021. ISSN 0122-8285.  https://doi.org/10.5294/pacla.2021.24.2.4.

The rapid evolution of communication and social interrelation affects the socio-labor situation and causes the professional market scenarios to change constantly. The convergence of the media and the internet has created other conditions to convey information and messages that impact the advertising industry. This transformation of the digital ecosystem, where the consumer interacts through various media and channels, modifies job demands and entails profile interrelation. Through a review of the existing literature, the analysis of job offers, and the corroboration with interviews with nine Business Communication experts, we explore the effect of hybridization of professional profiles on Advertising graduates in light of the requirements of the business communication industry in Spain. The diagnosis provides a better understanding of the hybrid profiles on the rise in the advertising labor environment, whose purpose is to improve the consumer experience regarding its strong link with the digital world.

Keywords : Occupational qualifications; digitization; professional status; labour market; advertising.

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