Online Media and Crisis? of Advertising Media Planning

Nowadays, online media represent a great choice for advertising. From de advertising media planning, new media give new ways to reach the consumers, but they also add more complexity. The communication capacity of online media and the greater use of that media by part of the users open up the debate about the necessity of rethinking the approach of the ‘traditional’ advertising media planning, which structure and work processes were developed when media were offline. So, this article gives a panoramic view about the influence of new media in advertising media planning. To do this, in first place, describes the current scenario, analyzing the penetration and advertising expenditure in Internet. Also, it shows the main online media according to their proximity to the offline advertising media planning conception. In second place, this article addresses the current challenges at measuring new media as a symptom of the impulse at the change of model. Finally, the article ends up showing some trends that are presented as drivers of change. However, after this analysis, comes up the point that those aspects would not change the essence of advertising media planning, so it is questionable if we can speak of a crisis or, instead, if new media are showing the necessity that media planning have to be involved with this new scenario.

Relationship between piezometric level and ground deformations measured by means of DInSAR in the Vega Media of the Segura River (Spain)

Differential SAR Interferometry (DInSAR) is a remote sensing method with the well demonstrated ability to monitor geological hazards like earthquakes, landslides and subsidence. Among all these hazards, subsidence involves the settlement of the ground surface affecting wide areas. Frequently, subsidence is induced by overexploitation of aquifers and constitutes a common problem that affects developed societies. The excessive pumping of underground water decreases the piezometric level in the subsoil and, as a consequence, increases the effective stresses with depth causing a consolidation of the soil column. This consolidation originates a settlement of ground surface that must be withstood by civil structures built on these areas. In this paper we make use of an advanced DInSAR approach - the Coherent Pixels Technique (CPT) [1] - to monitor subsidence induced by aquifer overexploitation in the Vega Media of the Segura River (SE Spain) from 1993 to the present. 28 ERS-1/2 scenes covering a time interval of about 10 years were used to study this phenomenon. The deformation map retrieved with CPT technique shows settlements of up to 80 mm at some points of the studied zone. These values agree with data obtained by means of borehole extensometers, but not with the distribution of damaged buildings, well points and basements, because the occurrence of damages also depends on the structural quality of the buildings and their foundations. The most interesting relationship observed is the one existing between piezometric changes, settlement evolution and local geology. Three main patterns of ground surface and piezometric level behaviour have been distinguished for the study zone during this period: 1) areas where deformation occurs while ground conditions remain altered (recent deformable sediments), 2) areas with no deformation (old and non-deformable materials), and 3) areas where ground deformation mimics piezometric level changes (expansive soils). The temporal relationship between deformation patterns and soil characteristics has been analysed in this work, showing a delay between them. Moreover, this technique has allowed the measurement of ground subsidence for a period (1993-1995) where no instrument information was available.