The editorial policy of  aDResearch ESIC contemplates the publishing of articles which deal with topics having to do with business communication from different perspectives. The objective is to serve as a go-between where knowledge, applications and methodology can be shared in this area by furthering scientific contributions in diverse facets of communication. For this reason, the articles to be published should be relevant and novel, with the possibility of being of different types:

Research articles. This kind of article presents the outcome of an original research project  in detail. As a result, it should include several different sections: introduction, bibliographical review, research  methodology, results and conclusions. At least 60% of each issue of the journal will be made up of this type of article.

Reflection articles. This type of article puts forth the results of critical research done by the author, from an analytical or interpretative perspective. Thus it should refer to original sources.

Review articles. This type of article presents the outcome of research based on a careful bibliographical review of at least 50 references. In the article the results from the different research published or unpublished should be analyzed, systemized or integrated  to a field related to communication with the purpose of contributing the most interesting advances and techniques.



The abstracts or summaries should have between 1500 and 2000 characters, being proportional to the size of the article.


The summary should be clear and easy to read, supplying enough information for the readers to be able to understand what the content of the article is. It should be written in grammatically correct Spanish and with a logical flow. It should not include unnecessary facts or contain tables, figures or references. The elements to be included in the summaries are the following:

Research Articles:

  • Objective of the study
  • Brief description of the elements researched
  • Methodology
  • Results, conclusions and repercussions

Reflection Articles:

  • Main theme of article
  • Logical development of article
  • Author´s point of view  and considerations
  • Repercussions and conclusions

Review Articles:

  • Reach of the review
  • Period of the publications reviewed
  • Origin and types of documents reviewed
  • Author´s contribution to the publications  analyzed
  • Conclusions of the lines of research studied.



The Board of Editors of aDResearch ESIC  will take into account the following aspects when accepting or rejecting the articles received:

1. Only unpublished works will be considered after careful perusal and final approval by the Board.

2. The content of the articles is the author´s responsibility; the editorial policy is open.

3. The authors should be professional teachers and researchers as well as experts in the topics to be dealt with.

4. The title of the article should be concise and specific to the topic studied.

5. All of the clarifications about the article (thanks, collaborators, etc.) will be indicated with an asterisk in the introduction with reference at the foot of that page.

6. Each article should attach the classification of the Journal of Economic Literature (JEL Classification) according to the topics it corresponds to in accordance with the established codes for international research of bibliographical production. The codes should be specific and no more than three should be indicated. The classification can be consulted at:

7.The length of the articles should not go beyond  20 pages using Calibri font,1.15 interlineal space and 11 font size.

8.The article should be sent in  Word  and  PDF format to the e-mail . The article should include the text of the article, the summary, and the key words ( minimum of four).

9.Graphs, tables, images and other elements should have a title and be numbered consecutively.

10. Graphs, tables, images and other elements should also be attached on the original program where they were developed.

11.The author´s personal information will be indicated on the first page with a footnote including the following information: author´s name, studies, current job, place of work, and e-mail.

12. Footnotes will be used to clarify and to give further information.

13. Bibliographical references which are included in the text will follow the parenthetical system (surname, year, page): Sánchez, 2005, p. 27.

14.Complete bibliographical references will be added at the end of the  article, in alphabetical order and with the following format, taking into account capital letters, italics, commas, periods and parenthesis:


Surname, first name initial . (year).Title. City: Publisher.

Suárez, A. y Martínez, D. (2003). Comunicación en la Unión Europea (2a. ed.). Madrid: Editorial CEAB.

White, D. (2006). La economía digital. Barcelona: M. Louston. (Original en inglés, 2004).

Chapter of a book:

Surname, first name initial. (year). Title of the article. In Title of book (pages corresponding to article). City: Publisher.

Hown, R. y Smith, J. (1999). Historia de la publicidad. En Comunicando (pp. 25- 80). Madrid: Editorial CEAB.

Esquirol, J. (2007). La imagen en la sociedad. En Pascual, M. y Rodríguez, C. (Eds.). Imagen actual en las sociedades (pp. 93-102). Madrid: HG Editorial.

Articles from professional magazines or journals:

Surname, first name initial. (year). Title of the article. The Name of the magazinevolume (issue number), number of  pages.

Williams, O. (2002). Advertising and senses. Journal of Advertising Perspectives16(3), 181-205.

Pérez, L. (2008). Promoción en mercados internacionales. Promoción y empresa, 21, 31-36.

Articles from newspapers:

Surname, first name initial. (year, date ). Title  of the article. Name of the newspaper, p.

Méndez, M. (2009, 26 de febrero). Temor por la crisis publicitaria. El Periodista, p. 1-6.

Relaciones públicas en ONGs (2003, 26 de abril). Noticias hoy, pp. 1/2-6.

Unpublished undergraduate thesis:

Surname, first name initial. (year). Title. Unpublished thesis, Institution, School,  City.

Vázquez, B. (2008). Mujeres en la comunicación. Tesis de doctorado no publicada, Universidad Complutense de Madrid, Facultad de Ciencias de la Información, Departamento de Comunicación, Madrid.

Unpublished contribution presented at an event:

Surname, first name initial. (year, dates ). Title. Event, City, Country.

Hernández, T. (2007, septiembre 6-7). Marketing relacional para empresas de servicios. Ponencia presentada al Encuentro de Investigadores de Estudios de Marketing Relacional, Madrid, España.

Unpublished work:

Surname, first name initial. (year). Title. Unpublished work, Entity, city.

Sanz, G. (2001). La comunicación interna en situaciones de crisis. Cortasa, Universidad Nacional de Colombia, Bogotá.

Electronic Documents:

Surname, first name initial. (Date of publication or review of the page if available). Title of the document or article. In Name of the complete work. Taken(date)from (specify the site).

Muñoz, A. (2007, 5 de agosto). El patrocinio llega al deporte minoritario. Patrocinio. Disponible en:

If there is more than one reference to the same author hyphens will not be used to indicate the different entries. In each case the surname and the initial of the author will be put:

Pérez, I. (2003). Merchandising y comunicación en el punto de venta. Madrid: Libros Actuales.

Pérez, I. (2003). La persuasión y la emoción. Barcelona: Editorial BN.

Pérez, I. (2000). Introducción a la comunicación empresarial. Madrid: Libros Actuales.

15. Articles will be received continuously throughout the year.

16. Receipt of the works will be notified within seven working days.

17. Afterwards, the assessment of the article will begin, without knowledge of who the author is. It will be sent to two experts on the topic for the possible publication to be analyzed anonymously and independently. The following aspects will be taken into account: quality and academic level of the article, contribution  to knowledge and teaching, clarity in both  the presentation and composition, originality, interest and topicality of the theme.

18. The article may be fully accepted, accepted with modifications or rejected.

19. When both experts have assessed the article, the author will be notified of the result so that the corresponding modifications can be made if necessary. Once the corrections have been incorporated, the articles will be sent to a proofreader in order for the publishing process to begin.

20. The author cedes the publishing rights to aDResearch ESIC, International Journal of Communication Research.

21. The article cannot appear in any means of mass communication without the express authorization of aDResearch ESIC, International Journal of Communication Research.

22. Sending articles does not bind the editorial committee of aDResearch ESIC, International Journal of Communication Research, to publish it.

23. The articles will be published in English or Spanish.


General aspects of commercial advertising:

  • Setting advertising objectives.
  • Defining and choosing target public.
  • Advertising Plan.
  • Development of advertising strategy.
  • Advertising research methods:  effectiveness test, media research, audience research, evaluation of target public, strategy analysis.
  • Integrated advertising / 360º.
  • Corporate / institutional advertising.
  • Brand advertising / branding.
  • Corporate image and identity.
  • Advertising and media impact on society.


  • Creative strategy.
  • Media strategy.
  • Advertising effectiveness.
  • The advertising market: the advertiser, agencies, media centres, the media, research services, regulatory institutions.

Public relations:

  • Internal public relations.
  • External public relations.
  • Public relations with the media.
  • Public relations tools.

Direct marketing:

  • Mailing.
  • Telemarketing.
  • Relationship marketing.
  • One to one Marketing.
  • MGM programmes.


  • Campaign choice.
  • Types of sponsorship.
  • Sponsorship effectiveness.


  • Types of promotions in advertising.
  • Manufacturer and advertiser promotions.
  • The promotion’s public.
  • Effectiveness of promotions.

Advertising at the point of sale:

  • Merchandising.
  • POS.
  • Advertising for distributors.

Specialised advertising:

  • Crisis advertising.
  • Political advertising.
  • Financial advertising.
  • Mass media.
  • International advertising.

New advertising tendencies:

  • Internet advertising.
  • E-mail marketing.
  • Viral marketing.
  • Mobile marketing.
  • B2B tendencies.
  • Evolution of advertising techniques.
  • New means of advertising.