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oai:recercat.cat:20.500.14342/53412025-07-02T12:01:13Zcom_2072_482405com_2072_183628col_2072_482410

00925njm 22002777a 4500 dc Fondevila-Gascón, Joan-Francesc author Rom Rodríguez, Josep A. author Polo López, Marc author Crespo, Javier L. author 2020 The marketing and the advertising and public relations sector is immersed in a period of change in various ways, from the structural to the type of insertions to be made in the media. We analyze the reality and the trends of this essential sector for the enterprise communication. Methodologically, to develop this prospective, we use Delphi qualitative technique, the most advisable in prospective approaches to incipient objects of study. It is concluded that the key factors that define the advertising sector are the digital transformation and the business model, and, after three years, personalization, automation and programmatic. As communication channels that will use advertising more, social networks rise, and as knowledge, skills and competencies that the advertising professional of the future must gather, the strategy stands out. http://hdl.handle.net/20.500.14342/5341 https://doi.org/10.1007/978-3-030-47595-6 Marketing Advertising Digitalization Public Relations Marketing and Advertising: Trends of the Sector