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.

Evidence of Local pH Changes during Ethanol Oxidation at Pt Electrodes in Alkaline Media

Local changes of the interfacial pH can significantly affect the rate and mechanism during the course of an electrodic reaction. For instance, different pH values will have a significant effect on the equilibrium properties of both solution and surface species, altering the reactions kinetics. Ethanol oxidation at platinum electrodes in alkaline media involves the fast consumption of OH− species that will change the local pH at the electrode surface, decreasing the reaction rate. In this study, the local pH change during ethanol oxidation in alkaline media is accomplished by using rotating ring-disc electrode (RRDE) experiments. The current at the ring when polarized at the onset of hydrogen evolution serves as a measure of the local pH in the vicinity of the electrode. The results show that the current at the ring at 0.1 V (vs. RHE) becomes more negative during ethanol oxidation, owing to a change in the equilibrium potential of the hydrogen evolution reaction caused by a change in the local pH.