出版社：Servicio de Publicaciones de la Universidad Complutense
摘要：Tools from the new information and communication technologies have become both allied and enemy of brands, because they allow a release or dissemination of information instantly. Companies should be aware of where they located their messages to manage its reputation from their media plannings. The consumer is more critical and is increasingly more informed, producing a necessary revision of the image we want to project of our brands at any time during the process.
其他摘要：Tools from the new information and communication technologies have become both allied and enemy of brands, because they allow a release or dissemination of information instantly. Companies should be aware of where they located their messages to manage its reputation from their media plannings. The consumer is more critical and is increasingly more informed, producing a necessary revision of the image we want to project of our brands at any time during the process.
关键词：Media Planning;advertisers;responsibility;advertising;ICT;Planificación de medios;anunciantes;responsabilidad;publicidad;TIC
