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(1) Fernández, Lluís (2012). El Anuncio de la Modernidad. Los
Míticos Estudios Moro (1955-1970). Comunidad de Madrid

(2) González Solas, Javier (2019). Grupo 13. Publicidad entre el
arte y el diseño. Experimenta Libros.

(3) Rodríguez, Sergio (2018). MMLB. Nosotros los persuasores.
Centro de Documentación Publicitaria.
(4) Galloway, Socott. (2024, mayo). Scott Galloway on the end of
the brand era, monetising rage and how to create wealth. Uncenso-
red CMO.132. https://uncensoredcmo.com/132
(5) Roach, Tom (2024, 11 de diciembre). “Big Advertising” needs
to think small. Marketing Week. https://www.marketingweek.com/
tom-roach-big-advertising-think-small/

(6) Estévez, Macarena (2025, enero). El efecto halo de la
televisión. Anuncios. https://www.anuncios.com/columna/opi-
nion/1186175071101/el-efecto-halo-de-la-television.1.html

(7) Binet, Les. Field, Peter (2013). The Long and the Short of it:
Balancing Short and Long-Term Marketing Strategies. IPA.
(8) Kahneman, Daniel (2013). Pensar rápido, pensar despacio.
De bolsillo.

(9) Sharp, Byron (2010). How brands grow. What marketers don´t
know. Oxford University Press.
(10) Enlace para descargar la Guía contextual en programática
(2023) de IAB Spain. https://iabspain.es/estudio/guia-contex-
tual-en-programatica/
(11) Enlace para descargar el Libro Blanco del Retail Media de
IAB (2023) https://iabspain.es/estudio/libro-blanco-retail-media/

(12) (2024, 30 de diciembre). Coming AI-driven economy will sell
your decisions before you take them, researchers warn. University
of Cambridge. https://www.cam.ac.uk/research/news/coming-ai-dri-
ven-economy-will-sell-your-decisions-before-you-take-them-resear-
chers-warn#:~:text=This%20is%20according%20to%20AI,call%20
this%20the%20Intention%20Economy.

(13) Worthington, Paul (2024, 13 de diciembre). Omnintercom-
public. Invención.com. Off Kilter, 188. https://www.invencion.com/
off-kilter

(14) Building the marketing function of tomorrow (2024, cuarto
cuatrimestre). The Chief Marketing Officer Journal.Gartner. https://
www.gartner.com/en/marketing/research/the-chief-marketing-offi-
cer-journal

(15) Parsons, Rusell (2025, 10 de febrero). Marketers have great
potential but they are not being supported enough- https://www.
marketingweek.com/russell-parsons-marketers-supported/

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