"The world of advertising is experiencing a growing professionalization, the advertiser has a better training, the advertiser demands higher quality and, therefore, the standards are more demanding. The advertising is a young profession, but the trend is one of growth". This was stated by Juan de los Ángeles, professor of Advertising Creativity at the School of Communication of the University of Navarra, during a lecture that he gave at the Club Información in Alicante.

Professor De los Ángeles described the advantages of the press as an advertising medium and explained that the keys to a good advertising campaign are a solid strategy, the surprise factor and careful production. He also advocated the press as "a medium that gives a lot of freedom to creativity without high production costs".