Eficacia publicitaria

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Author :
Publisher : Ediciones Pirámide
ISBN 13 : 8436837797
Total Pages : 597 pages
Book Rating : 4.4/5 (368 download)

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Book Synopsis Eficacia publicitaria by : Joaquín Sánchez Herrera

Download or read book Eficacia publicitaria written by Joaquín Sánchez Herrera and published by Ediciones Pirámide. This book was released on 2017-09-07 with total page 597 pages. Available in PDF, EPUB and Kindle. Book excerpt: Con un enfoque diferente y actual, en esta obra se desarrolla el estudio de los efectos de la comunicación publicitaria. Su contenido está basado en el análisis de casi dos mil investigaciones científicas y docenas de ejemplos. Este es, sin duda, el primer manual que muestra de forma completa, detallada y rigurosa el proceso de estimación de la eficacia de la publicidad. Por primera vez, se presenta el estudio de los efectos intermedios de la publicidad (actitudes, preferencias, percepciones, etc.), junto con el análisis de sus efectos finales (elección de marca, ventas, cuota de mercado, etc.). Además, se ha optado por un planteamiento eminentemente práctico con el que el lector podrá reproducir los ejemplos del libro, ya que se proporcionan los ficheros de datos y el código de programación necesario para obtener los resultados de cada análisis. De forma resumida, este manual contempla: · La combinación de teoría y práctica. · La utilización de datos reales de mercado. · Multitud de ejemplos reproducibles de forma directa con el software libre R (https://www.r-project.org/). · La disponibilidad de datos y código de programación en el repositorio GitHub. · Un enfoque novedoso y actual para la estimación de la eficacia publicitaria. El libro está dirigido a alumnos de los grados y doctorandos de publicidad, de marketing y de administración y dirección de empresas. Pero además, es una herramienta práctica y valiosa para profesionales de agencias de publicidad, agencias de medios, departamentos de marketing, institutos de investigación de mercados y empresas de análisis de datos.

Effective Advertising

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Publisher : SAGE
ISBN 13 : 1452276749
Total Pages : 217 pages
Book Rating : 4.4/5 (522 download)

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Book Synopsis Effective Advertising by : Gerard J. Tellis

Download or read book Effective Advertising written by Gerard J. Tellis and published by SAGE. This book was released on 2003-11-20 with total page 217 pages. Available in PDF, EPUB and Kindle. Book excerpt: Recently nominated one of five finalists selected for the 2005 Berry-AMA Book Prize for best book in marketing! "Tellis has done a remarkable job. He has brought together an amazingly diverse literature. Unlike some other sources that claim to be able to measure the effects of advertising, Tellis′s thoroughness and ability to understand and convey results of various experiments and statistical analyses helps the reader to separate the wheat from the chaff. Any student of advertising, whether new to the field or a seasoned veteran executive or researcher, should read this book." --Alan G. Sawyer, University of Florida Effective Advertising: How, When, and Why Advertising Works reviews and summarizes an extensive body of research on advertising effectiveness. In particular, it summarizes what we know today on when, how, and why advertising works. The primary focus of the book is on the instantaneous and carryover effects of advertising on consumer choice, sales, and market share. In addition, the book reviews research on the rich variety of ad appeals, and suggests which appeals work, and when, how, and why they work. The first comprehensive book on advertising effectiveness, Understanding Effective Advertising reviews over 50 years of research in the fields of advertising, marketing, consumer behavior, and psychology. It covers all aspects of advertising and its effect on sales, including sales elasticity, carryover effects, content effects, and effects of frequency. Author Gerard J. Tellis distills three decades of academic and professional experience into one volume that successfully dismisses many popular myths about advertising, such as: * Advertising has a powerful influence on consumers and often generates consumer need * The effects of advertising persist for decades * If an ad fails initially, repetition will ensure its ultimate success * Ads need only one to three exposures to succeed * Advertising by argument is the most effective method * The best ads are unique and original * Advertising is very profitable Tellis then provides alternatives and establishes the following truths about advertising: * Advertising is vitally important for free markets, but its action is subtle and its discovery is fragile * The effects of advertising are short-lived * If ads are not initially effective, repetition will not make them more effective * Scientific principles can show which ads work, though firms often ignore advertising research and persist with ineffective ads * Advertising by emotion may have the most effective appeal * Templates can yield very effective ads * Advertising is often unprofitable Effective Advertising will be an important addition to courses at the graduate or undergraduate level in advertising, marketing, communication, and journalism. It will also be an invaluable reference for professionals and researchers working in these fields.

How Brands Become Icons

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Publisher : Harvard Business Press
ISBN 13 : 1422163326
Total Pages : 282 pages
Book Rating : 4.4/5 (221 download)

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Book Synopsis How Brands Become Icons by : D. B. Holt

Download or read book How Brands Become Icons written by D. B. Holt and published by Harvard Business Press. This book was released on 2004-09-15 with total page 282 pages. Available in PDF, EPUB and Kindle. Book excerpt: Coca-Cola. Harley-Davidson. Nike. Budweiser. Valued by customers more for what they symbolize than for what they do, products like these are more than brands--they are cultural icons. How do managers create brands that resonate so powerfully with consumers? Based on extensive historical analyses of some of America's most successful iconic brands, including ESPN, Mountain Dew, Volkswagen, Budweiser, and Harley-Davidson, this book presents the first systematic model to explain how brands become icons. Douglas B. Holt shows how iconic brands create "identity myths" that, through powerful symbolism, soothe collective anxieties resulting from acute social change. Holt warns that icons can't be built through conventional branding strategies, which focus on benefits, brand personalities, and emotional relationships. Instead, he calls for a deeper cultural perspective on traditional marketing themes like targeting, positioning, brand equity, and brand loyalty--and outlines a distinctive set of "cultural branding" principles that will radically alter how companies approach everything from marketing strategy to market research to hiring and training managers. Until now, Holt shows, even the most successful iconic brands have emerged more by intuition and serendipity than by design. With How Brands Become Icons, managers can leverage the principles behind some of the most successful brands of the last half-century to build their own iconic brands. Douglas B. Holt is associate professor of Marketing at Harvard Business School.

The Meme Machine

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Publisher : OUP Oxford
ISBN 13 : 0191574619
Total Pages : 288 pages
Book Rating : 4.1/5 (915 download)

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Book Synopsis The Meme Machine by : Susan Blackmore

Download or read book The Meme Machine written by Susan Blackmore and published by OUP Oxford. This book was released on 2000-03-16 with total page 288 pages. Available in PDF, EPUB and Kindle. Book excerpt: Humans are extraordinary creatures, with the unique ability among animals to imitate and so copy from one another ideas, habits, skills, behaviours, inventions, songs, and stories. These are all memes, a term first coined by Richard Dawkins in 1976 in his book The Selfish Gene. Memes, like genes, are replicators, and this enthralling book is an investigation of whether this link between genes and memes can lead to important discoveries about the nature of the inner self. Confronting the deepest questions about our inner selves, with all our emotions, memories, beliefs, and decisions, Susan Blackmore makes a compelling case for the theory that the inner self is merely an illusion created by the memes for the sake of replication.

Benchmarking Water Services

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Publisher : IWA Publishing
ISBN 13 : 1843391988
Total Pages : 185 pages
Book Rating : 4.8/5 (433 download)

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Book Synopsis Benchmarking Water Services by : Enrique Cabrera Jr

Download or read book Benchmarking Water Services written by Enrique Cabrera Jr and published by IWA Publishing. This book was released on 2011-03-01 with total page 185 pages. Available in PDF, EPUB and Kindle. Book excerpt: Benchmarking has become a key tool in the water industry to promote and achieve performance targets for utilities. The use of this tool for performance improvement through systematic search and adaptation of leading practices, has expanded globally during the past decade. Many ongoing projects worldwide aim to address different needs and objectives, in varying contexts, with outstanding results and impact. Benchmarking Water Services provides valuable information to everyone interested in benchmarking in the water industry. The text is aimed at utilities considering joining a benchmarking project, experienced practitioners in charge of organizing a benchmarking exercise, consultants, regulators and researchers. The document is presented with a clear practice oriented approach and can be used as a how-to-benchmark guide presented from different perspectives (participants, organizers, supervising bodies). Readers will gain practical insight on real life benchmarking practices and will benefit from the experiences gained in some of the leading benchmarking projects of the water industry (including the IWA-WSAA benchmarking efforts, the European Benchmarking Co-operation and the several benchmarking projects carried out in Austria and Central Europe). The manual also presents the new IWA Benchmarking Framework, which aims to harmonize the terms used to describe benchmarking and performance indicators practices in the water industry, guaranteeing a more fluent and efficient communication. This Manual of Best Practice is edited by the IWA Specialist Group on Benchmarking and Performance Assessment, and co-published by AWWA and IWA Publishing. Praise for Benchmarking Water Services: "The continual trend of conceptual to specifics throughout the book provides for an educational experience each time the book is either casually perused or carefully studied." "The authors (Cabrera, Haskins and Fritiz) diligently pursue the focus of improvement." "Benchmarking Water Services is an in depth and practical ‘must have’ guide for any utility currently engaged in or planning to develop a benchmarking process" - Gregory M. Baird (2012) Benchmarking: An International Journal 19:2. More information about the book can be found on the Water Wiki in an article written by the author: http://www.iwawaterwiki.org/xwiki/bin/view/Articles/TheNewIWABenchmarkingFramework A Spanish language version of this book is available as a free eBook: http://www.iwawaterwiki.org/xwiki/bin/view/Articles/eBookTitlesfromIWAPublishingFreetoDownload-Volume2#HBenchmarkingParaServiciosdeAgua

Marketing ROI

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Publisher : McGraw Hill Professional
ISBN 13 : 0071436103
Total Pages : 287 pages
Book Rating : 4.0/5 (714 download)

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Book Synopsis Marketing ROI by : James Lenskold

Download or read book Marketing ROI written by James Lenskold and published by McGraw Hill Professional. This book was released on 2003-08-22 with total page 287 pages. Available in PDF, EPUB and Kindle. Book excerpt: ROI (Return on Investment) is today's key business tool for measuring how effectively money was spent--yet few marketing managers receive any ROI training at all. Marketing ROIchanges all that, showing marketing pros at every level how to use ROI and other financial metrics to support their strategic decision making. This comprehensive book details how an accurate working knowledge of ROI is essential for using the latest marketing measurements, and provides insights for gaining the greatest competitive advantage from the skilled use and understanding of ROI concepts.

Tierra Vacante en Ciudades Latinoamericanas

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Publisher :
ISBN 13 : 9781558441491
Total Pages : 0 pages
Book Rating : 4.4/5 (414 download)

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Book Synopsis Tierra Vacante en Ciudades Latinoamericanas by : Nora Clichevsky

Download or read book Tierra Vacante en Ciudades Latinoamericanas written by Nora Clichevsky and published by . This book was released on 2002 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Vacant urban land--the product of land market activity, the actions of private agents, and the policies of public agents--is an important challenge for policy makers. Vacant lots on the urban fringe and in central and interstitial areas have affected growth patterns in Latin America. Contributors to this book analyze the problems and opportunities related to vacant urban land in five cities: Buenos Aires, Argentina; Rio de Janeiro, Brazil; Quito, Ecuador; Lima, Perú; and San Salvador, El Salvador.

Communities in Cyberspace

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Author :
Publisher : Routledge
ISBN 13 : 113465412X
Total Pages : 334 pages
Book Rating : 4.1/5 (346 download)

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Book Synopsis Communities in Cyberspace by : Peter Kollock

Download or read book Communities in Cyberspace written by Peter Kollock and published by Routledge. This book was released on 2002-06-01 with total page 334 pages. Available in PDF, EPUB and Kindle. Book excerpt: This wide-ranging introductory text looks at the virtual community of cyberspace and analyses its relationship to real communities lived out in today's societies. Issues such as race, gender, power, economics and ethics in cyberspace are grouped under four main sections and discussed by leading experts: * identity * social order and control * community structure and dynamics * collective action. This topical new book displays how the idea of community is being challenged and rewritten by the increasing power and range of cyberspace. As new societies and relationships are formed in this virtual landscape, we now have to consider the potential consequences this may have on our own community and societies. Clearly and concisely written with a wide range of international examples, this edited volume is an essential introduction to the sociology of the internet. It will appeal to students and professionals, and to those concerned about the changing relationships between information technology and a society which is fast becoming divided between those on-line and those not.

Digital Media and Innovation

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Publisher : SAGE Publications
ISBN 13 : 1483322548
Total Pages : 355 pages
Book Rating : 4.4/5 (833 download)

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Book Synopsis Digital Media and Innovation by : Richard A. Gershon

Download or read book Digital Media and Innovation written by Richard A. Gershon and published by SAGE Publications. This book was released on 2016-02-11 with total page 355 pages. Available in PDF, EPUB and Kindle. Book excerpt: Digital Media and Innovation, by Richard A. Gershon, takes an in-depth look at how smart, creative companies have transformed the business of media and telecommunications by introducing unique and original products and services. Today's media managers are faced with the same basic question: what are the best methods for staying competitive over time? In one word: innovation. From electronic commerce (Amazon, Google) to music and video streaming (Apple, Pandora, and Netflix), digital media has transformed the business of retail selling and personal lifestyle. This text will introduce current and future media industry professionals to the people, companies, and strategies that have proven to be real game changers by offering the marketplace a unique value proposition for the consumer.

Child Friendly Schools Manual

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Author :
Publisher : UNICEF
ISBN 13 : 9280643762
Total Pages : 244 pages
Book Rating : 4.2/5 (86 download)

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Book Synopsis Child Friendly Schools Manual by :

Download or read book Child Friendly Schools Manual written by and published by UNICEF. This book was released on 2009 with total page 244 pages. Available in PDF, EPUB and Kindle. Book excerpt: This Child-Friendly Schools (CFS) Manual was developed during three-and-a-half years of continuous work, involving the United Nations Children's Fund education staff and specialists from partner agencies working on quality education. It benefits from fieldwork in 155 countries and territories, evaluations carried out by the Regional Offices and desk reviews conducted by headquarters in New York. The manual is a part of a total resource package that includes an e-learning package for capacity-building in the use of CFS models and a collection of field case studies to illustrate the state of the art in child-friendly schools in a variety of settings.

Mahatma Gandhi

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Publisher : Columbia University Press
ISBN 13 : 0231530390
Total Pages : 353 pages
Book Rating : 4.2/5 (315 download)

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Book Synopsis Mahatma Gandhi by : Dennis Dalton

Download or read book Mahatma Gandhi written by Dennis Dalton and published by Columbia University Press. This book was released on 2012-02-21 with total page 353 pages. Available in PDF, EPUB and Kindle. Book excerpt: Dennis Dalton's classic account of Gandhi's political and intellectual development focuses on the leader's two signal triumphs: the civil disobedience movement (or salt satyagraha) of 1930 and the Calcutta fast of 1947. Dalton clearly demonstrates how Gandhi's lifelong career in national politics gave him the opportunity to develop and refine his ideals. He then concludes with a comparison of Gandhi's methods and the strategies of Martin Luther King Jr. and Malcolm X, drawing a fascinating juxtaposition that enriches the biography of all three figures and asserts Gandhi's relevance to the study of race and political leadership in America. Dalton situates Gandhi within the "clash of civilizations" debate, identifying the implications of his work on continuing nonviolent protests. He also extensively reviews Gandhian studies and adds a detailed chronology of events in Gandhi's life.

Employment in Metropolitan Areas

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Publisher :
ISBN 13 :
Total Pages : 126 pages
Book Rating : 4.:/5 (319 download)

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Book Synopsis Employment in Metropolitan Areas by : United States. Bureau of Labor Statistics

Download or read book Employment in Metropolitan Areas written by United States. Bureau of Labor Statistics and published by . This book was released on 1947 with total page 126 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Happiness Management: a Lighthouse for Social Wellbeing, Creativity and Sustainability

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Publisher : Peter Lang Gmbh, Internationaler Verlag Der Wissenschaften
ISBN 13 : 9783034336284
Total Pages : 0 pages
Book Rating : 4.3/5 (362 download)

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Book Synopsis Happiness Management: a Lighthouse for Social Wellbeing, Creativity and Sustainability by : Rafel Ravina

Download or read book Happiness Management: a Lighthouse for Social Wellbeing, Creativity and Sustainability written by Rafel Ravina and published by Peter Lang Gmbh, Internationaler Verlag Der Wissenschaften. This book was released on 2019 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: The mystery of happiness has occupied human beings from ancient times until the present day. In this regard, the group of researchers from six countries present their fourth joint work in this new book titled »Happiness Management: A Lighthouse for Social Wellbeing, Creativity and Sustainability«.

Teaching Tech Together

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Publisher : CRC Press
ISBN 13 : 1000728153
Total Pages : 229 pages
Book Rating : 4.0/5 (7 download)

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Book Synopsis Teaching Tech Together by : Greg Wilson

Download or read book Teaching Tech Together written by Greg Wilson and published by CRC Press. This book was released on 2019-10-08 with total page 229 pages. Available in PDF, EPUB and Kindle. Book excerpt: Hundreds of grassroots groups have sprung up around the world to teach programming, web design, robotics, and other skills outside traditional classrooms. These groups exist so that people don't have to learn these things on their own, but ironically, their founders and instructors are often teaching themselves how to teach. There's a better way. This book presents evidence-based practices that will help you create and deliver lessons that work and build a teaching community around them. Topics include the differences between different kinds of learners, diagnosing and correcting misunderstandings, teaching as a performance art, what motivates and demotivates adult learners, how to be a good ally, fostering a healthy community, getting the word out, and building alliances with like-minded groups. The book includes over a hundred exercises that can be done individually or in groups, over 350 references, and a glossary to help you navigate educational jargon.

Governing the Metropolis

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Publisher : David Rockefeller Center for Latin American Studies
ISBN 13 :
Total Pages : 332 pages
Book Rating : 4.F/5 ( download)

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Book Synopsis Governing the Metropolis by : Eduardo Rojas

Download or read book Governing the Metropolis written by Eduardo Rojas and published by David Rockefeller Center for Latin American Studies. This book was released on 2008 with total page 332 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book explores key metropolitan management issues, presents practical principles of good governance as they apply to the metropolis, and unfolds cases of institutional and programmatic arrangements to tackle such issues.

Value Chain Finance

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Publisher : Kit Pub
ISBN 13 : 9789460220555
Total Pages : 0 pages
Book Rating : 4.2/5 (25 download)

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Book Synopsis Value Chain Finance by : Lucian Peter Christoph Peppelenbos

Download or read book Value Chain Finance written by Lucian Peter Christoph Peppelenbos and published by Kit Pub. This book was released on 2010 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Value Chain Finance is a solution to such dilemmas.

Light Bearers

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Publisher :
ISBN 13 : 9780816317950
Total Pages : 688 pages
Book Rating : 4.3/5 (179 download)

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Book Synopsis Light Bearers by : Richard W. Schwarz

Download or read book Light Bearers written by Richard W. Schwarz and published by . This book was released on 2000 with total page 688 pages. Available in PDF, EPUB and Kindle. Book excerpt: