Librería Samer Atenea
Librería Aciertas (Toledo)
Kálamo Books
Librería Perelló (Valencia)
Librería Elías (Asturias)
Donde los libros
Librería Kolima (Madrid)
Librería Proteo (Málaga)
Based on the dialogue and increasingly intense intersections between three players in the contemporary media environment - the advertising market, the entertainment industry and interactive technologies - the monograph seeks to contextualise the scenario of advertising and new media, using the process of advertising hybridisation as a guiding thread. The study sets out to investigate how effectively brands or agencies fulfil one of the main vectors of convergence - interactivity. The research method used is that of communicability evaluation, employed in Human-Computer Interaction. To collect empirical evidence, the Nespresso, Tintas Coral and Polenghi brand applications were selected as case studies.
