Competencias directivas en el sector publicitario. Diferencias en la percepción por generación y por sexo

Marta Martín Llaguno; Alejandra  Hernández Ruiz; Marina Beléndez Vázquez

doi:10.4185/10.4185/RLCS-64-2009-819-228-237

Authors

Marta Martín Llaguno University of Alicante
Alejandra Hernández Ruiz University of Alicante https://orcid.org/0000-0002-9719-6534
Marina Beléndez Vázquez University of Alicante

DOI:

https://doi.org/10.4185/10.4185/RLCS-64-2009-819-228-237

Keywords:

managerial competences, advertising sector, gender;, generation, advertising employees, advertising undergraduate students

Abstract

The dichotomy between culture and organizational structure and culture and job structure, the reality of polarization in advertising agencies (with very few managers and many employees in the second and third levels) and the glass ceiling phenomenon (not only sexual but also generational) observed in the commercial communication enterprises in Spain allows us the opportunity to reflect on the competences required to achieve managerial positions in the advertising industry. With these precedents, the main purpose of this study is to describe the perceptions of advertising professionals on some of the skills (strategic, intrategic, personal and technical) that are essential to reach top level positions in the advertising industry. Specifically we want to test if there are gender and age differences. The results obtained indicate that the intrategic competences, in particular communication skills and teamwork abilities, are unanimously perceived as the most relevant competences to manage this sector.

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Author Biographies

Marta Martín Llaguno, University of Alicante

Doctor in Information Sciences from the University of Navarra. She joined the Bachelor of Advertising and Public Relations at the University of Alicante, UA, in 1997.

She has been Vice Dean of Studies and International Relations of the Faculty of Economics and Business of the University of Alicante.

She is Professor of the University of Advertising Deontology and General Theory of Information in the Area of Audiovisual Communication and Advertising of the University of Alicante.
She has been responsible for 10 years for the subjects of Advertising Deontology and Introduction to Social Communication and for the Doctorate program on Social Welfare and Inequalities.

She is a member of the sixth section of the Advertising Self-Control Jury. She has a recognized stretch of research; Her preferred lines of research have been "Fundamentals and ethics of communication", with special attention to gender issues and health communication and she has directed projects on sexual discrimination in communication companies and on gender violence and the media.
She has been a visiting professor at the University of Piura (Peru), at the Catholic University of Buenos Aires and a visiting researcher at IESE Business School and the City University of New York (USA).

Articles published in Revista Latina de Comunicación Social:

- The tyranny of appearance in the society of representations https://bit.ly/3y3zRrb

-The meaning of work for future advertising. An analysis disaggregated by sex http://www.revistalatinacs.org/08/27_47_Alicante/latina_art771.pdf

Alejandra Hernández Ruiz, University of Alicante

PhD in Advertising and Public Relations from the University of Alicante (2008). She has been an assistant at the University of Murcia; She currently teaches, at the University of Alicante, the practical credits of Deontology of Advertising and Public Relations.

She has participated in research projects related to the employment structure of the advertising sector, with a gender focus; she currently participates in a project on the social construction of the conciliation problem.

Her main lines of research include issues such as the remodeling of the Bachelor of Advertising and Public Relations curriculum to adapt it to the EHEA, the expectations of family and work life of students and the role of education in gender equality.

Articles published in Revista Latina de Comunicación Social:

-The meaning of work for future advertising. An analysis disaggregated by sex

https://bit.ly/3HzyJyV

Marina Beléndez Vázquez, University of Alicante

Doctor in Psychology (University of Murcia, 1995). She is a professor of Labor Psychology in the studies of Labor Relations at the University of Alicante, UA.

Her lines of research in recent years have been developed in parallel on various topics of interest within the areas of Organizational Psychology and Health Psychology. She is a member of the European Health Psychology Society.

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