Abstract

ORTEGA FERNANDEZ, Eglée; ARRANZ RODRIGUEZ, Inés  and  MARTIN GARCIA, Noemí. Price of Advertising in the Media: Analysis of the Evolution of Purchase Prices of Advertising Slots and Negotiation Conditions in Spain. Palabra Clave [online]. 2023, vol.26, n.3, e2638.  Epub Aug 25, 2023. ISSN 0122-8285.  https://doi.org/10.5294/pacla.2023.23.3.8.

This work aims to know the evolution of purchase prices of advertising slots in conventional media in the last decade and discover the conditioning factors that facilitate a good advertising negotiation. A double methodology is used: quantitative by analyzing secondary sources and qualitative through a panel of experts. The results show a decreasing amount for the purchase of advertising slots, despite the increase in official rates and the scope of the medium or support. Profitability and management time are the determining factors of a good advertising negotiation. We also noted a change toward a more flexible purchase focused on results beyond brand visibility. The research shows the shift from all-media marketing toward a purchase similar to the programming used online.

Keywords : Costs; negotiation; media planning; rates; prices; advertising.

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