Read Books Online and Download eBooks, EPub, PDF, Mobi, Kindle, Text Full Free.
Download El Branded Content En La Comunicacion Posdigital full books in PDF, epub, and Kindle. Read online El Branded Content En La Comunicacion Posdigital ebook anywhere anytime directly on your device. Fast Download speed and no annoying ads. We cannot guarantee that every ebooks is available!
Author :
Publisher :
ISBN 13 : 9788418534041
Total Pages : 312 pages
Book Rating : 4.5/5 (34 download)
Download or read book El branded content en la comunicación posdigital written by and published by . This book was released on 2021 with total page 312 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : María Rodríguez-Rabadán Benito
Publisher : Taylor & Francis
ISBN 13 : 1000905586
Total Pages : 156 pages
Book Rating : 4.0/5 (9 download)
Download or read book Branded Content and Entertainment in Advertising written by María Rodríguez-Rabadán Benito and published by Taylor & Francis. This book was released on 2023-06-23 with total page 156 pages. Available in PDF, EPUB and Kindle. Book excerpt: In recent years, branded content and entertainment have become standard practice for brands, advertising agencies, and production companies. This volume analyzes branded content through a theoretical and empirical study to examine the factors that have led to exponential growth and the adaptation of creative advertising processes in the creation of branded content. The book debates the suitability and acceptability of branded entertainment as an advertising practice, the different degrees of involvement of the brand in creating content, and the brands' mastery of entertainment. It explores the implications that may underpin the practice and discusses the necessary creative elements involved in their successful execution, as well as the effects it has on consumers and audiences. This insightful book will be a valuable guide for academics and upper-level students across marketing disciplines, including advertising, brand management and communications, as well as screenwriting.
Author : de Aguilera Moyano, Joaquín
Publisher : ESIC
ISBN 13 : 841646264X
Total Pages : 404 pages
Book Rating : 4.4/5 (164 download)
Download or read book Branded entertainment. Cuando el Branded Content se convierte en entretenimiento written by de Aguilera Moyano, Joaquín and published by ESIC. This book was released on 2016-01-11 with total page 404 pages. Available in PDF, EPUB and Kindle. Book excerpt: «El marketing tradicional no está funcionando». Con esta contundencia y precisión describe el gran maestro del marketing moderno, Philip Kottler, la situación a la que nos enfrentamos quienes, profesional o académicamente, nos ocupamos de esta disciplina. El marketing tradicional, desarrollado sobre todo a partir de los años sesenta, hoy aparece como un anciano irreconocible. Estamos en un nuevo contexto que exige nuevas comunicaciones de marketing centradas en la creación y distribución de unos contenidos tan relevantes para el consumidor que sea él mismo quien decida acceder libremente a ellos. Algunas marcas han elegido la producción de entretenimiento como vehículo de transmisión de sus mensajes de marca, aplicando los conocimientos de la industria del entretenimiento a la creación de unos contenidos propios, al servicio de los valores de la marca, capaces de despertar deseos y emociones por sí mismos. Estas marcas, han optado por el branded entertainment: contenido de entretenimiento, creado y producido por una marca, lo suficientemente interesante y atractivo como para que su público lo elija frente a otros productos de entretenimiento. En este libro, se profundiza en el conocimiento del branded entertainment; una herramienta de comunicación comercial que debe alcanzar un adecuado equilibrio entre la identificación de la marca y la capacidad del contenido creado para proporcionar una experiencia positiva para el consumidor. A través de sus páginas se van desgranando las características del branded entertainment y, mediante los ejemplos, se ponen de relieve las posibilidades de esta técnica capaz de llegar al consumidor como nunca antes se había logrado. Ha llegado el momento de decir adiós a la interrupción de contenidos elegidos para el consumidor, forzándole a ver publicidad que no desea, y de dar la bienvenida al branded entertainment, contenidos relevantes para el consumidor, que él mismo elige, distribuidos por una marca. ÍNDICE (Casi) todo está cambiando.- El marketing postmoderno.- La comunicación en el marketing postmoderno: los mensajes híbridos.- Branded content.- Content marketing.- Branded entertainment.- Situación actual del branded content en España.- Publicidad nativa.- El selfie de Ellen DeGenere.
Author : Miguélez-Juan, Blanca
Publisher : IGI Global
ISBN 13 : 1668439727
Total Pages : 463 pages
Book Rating : 4.6/5 (684 download)
Download or read book Handbook of Research on the Future of Advertising and Brands in the New Entertainment Landscape written by Miguélez-Juan, Blanca and published by IGI Global. This book was released on 2023-01-09 with total page 463 pages. Available in PDF, EPUB and Kindle. Book excerpt: In a globalized world full of noise, brands are constantly launching messages through different channels. For the last two decades, brands, marketers, and creatives have faced the difficult task of reaching those individuals who do not want to watch or listen to what they are trying to tell them. By producing fewer ads or making them louder or more striking, more brands and communications professionals are not going to get those people to pay more attention to their messages; they will only want to avoid advertising in all media. The Handbook of Research on the Future of Advertising and Brands in the New Entertainment Landscape provides a theoretical, reflective, and empirical perspective on branded content and branded entertainment in relation to audience engagement. It reviews different cases about branded content to address the dramatic change that brands and conventional advertising are facing short term. Covering topics such as branded content measurement tools, digital entertainment culture, and government storytelling, this major reference work is an excellent resource for marketers, advertising agencies, brand managers, business leaders and managers, communications professionals, government officials, non-profit organizations, students and educators of higher education, academic libraries, researchers, and academicians.
Author : Antón Álvarez Ruiz
Publisher : ESIC Editorial
ISBN 13 : 8473567412
Total Pages : 212 pages
Book Rating : 4.4/5 (735 download)
Download or read book Bajo la influencia del branded content written by Antón Álvarez Ruiz and published by ESIC Editorial. This book was released on 2014-04-30 with total page 212 pages. Available in PDF, EPUB and Kindle. Book excerpt: El branded content —contenidos y entretenimiento patrocinados por una marca— plantea toda una serie de interesantes cuestiones, especialmente cuando se dirige al público infantil y juvenil. ¿Es útil para todas las marcas? ¿Cuándo y cómo debe utilizarse? ¿Consigue solo un efecto temporal o puede servir para crear relaciones duraderas? ¿Cómo lo viven los jóvenes consumidores y cómo interactúan con él? Y, sobre todo, ¿cómo practicar estas técnicas de una manera seria, consecuente y responsable? Durante el último festival de «El Chupete» se produjo un amplio y extenso debate sobre este tipo de publicidad que no parece publicidad. Y se llegó a las conclusiones que aquí recogemos y que resumen los conocimientos de prestigiosos analistas, educadores, investigadores y expertos en la gestión de marcas como Danone, Campofrío, Grupo Pascual, revista Clan, Google y YouTube… El resultado es un interesante conjunto de experiencias y de ideas sobre el uso de esta modalidad publicitaria tan innovadora y, a la vez, tan difícil de manejar. Y que será de enorme utilidad para profesionales del marketing, la publicidad, la investigación y la docencia. Índice Perspectiva sobre el contenido de marca.- De Popeye a Red Bull.- «Bebé a bordo», el primer programa de «coaching» para padres primerizos.- El «branded content» educativo.- La eficacia del «branded content» en un mundo de comunicación «transmedia».- Los siete hábitos de la Generación C.- Aplicando el «branded content» a marcas de alimentación.- La comunicación de Danone: combinando medios y contenidos, respetando la sensibilidad social.- «Branding content»: con-jugando entretenimiento y publicidad en escenarios lúdicos y emocionales.- «Branded content» y «storytelling». El arte de crear contenidos y contar historias.- El «branded content» como estrategia en la industria cultural del videojuego.- «Branded content», juguetes y niños.- Conectando con el público joven a través de los contenidos: el caso de Coca-Cola.- El marco legal del «branded content».
Author : Vanessa Carrizo Rey
Publisher :
ISBN 13 :
Total Pages : pages
Book Rating : 4.:/5 (15 download)
Download or read book Nuevos tiempos para la comunicación, "branded content" frente a otras tendencias written by Vanessa Carrizo Rey and published by . This book was released on 2016 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: La manera de comunicarnos entre las personas ha cambiado radicalmente respecto al pasado siglo. Las nuevas tecnologías de la información y comunicación han irrumpido en nuestras vidas de manera que si echamos la vista atrás apenas 10 años, nos daremos cuenta que nada es lo mismo a la hora de comunicarnos con otras personas, con las empresas e incluso en nuestra vida cotidiana como por ejemplo a la hora de hacer la compra o ver la televisión, nada es igual. En este trabajo, se hablará de la nueva comunicación dando una visión de cómo las empresas han tenido que adaptar su comunicación a la nueva era digital, gracias al Inbound Marketing. Y en especial al uso del Branded Content dentro de sus estrategias de comunicación para así mejorar la experiencia dentro de la publicidad debido al hartazgo presente de las audiencias. El Branded Content ofrecerá experiencia y entretenimiento al espectador sin necesidad de interrumpirle. En la última parte, se analizará como el Branded Content puede beneficiar a las empresas si se incluye en la estrategia de comunicación y más teniendo en cuenta, que la empresa seleccionada pertenece a un sector tan tradicional en publicidad como es el bancario. Para ello se ha seleccionado a uno de los bancos españoles que es considerado como más innovador en sus campañas publicitarias, el Banco Sabadell. Palabras clave: comunicación, Inbound Marketing, Branded Content, Product Placement, Storytelling, Marketing de Contenidos, comunicación en banca.
Author : Cristina del Pino
Publisher :
ISBN 13 : 9788470745485
Total Pages : 275 pages
Book Rating : 4.7/5 (454 download)
Download or read book La comunicación en cambio constante written by Cristina del Pino and published by . This book was released on 2013 with total page 275 pages. Available in PDF, EPUB and Kindle. Book excerpt: Este es un libro que habla de Comunicación, con mayúsculas; también de nueva publicidad, de cómo ha cambiado el usuario, de los medios sociales y de los nuevos perfiles profesionales, entre otros apasionantes temas. Nace con la intención de tratar de forma rigurosa y amena el momento de cambio que vivimos, que ha dado lugar a una nueva etapa en técnicas de comunicación como el Branded Content, y a un nuevo giro en la realidad del Community Management y el Social Media. Fruto del análisis de este nuevo escenario, las autoras profundizan tomando el universo digital como contexto, diseccionando el actual panorama a través de múltiples ejemplos que pueden resultar muy útiles a la comunidad académica y al mundo profesional. Pretende ser un manual de referencia de fácil manejo con el que realizar una esclarecedora aportación al actual, convulso y apasionante panorama de la comunicación
Author : Joaquín de Aguilera Gamoneda
Publisher :
ISBN 13 : 9788416462636
Total Pages : 253 pages
Book Rating : 4.4/5 (626 download)
Download or read book Branded entertainment written by Joaquín de Aguilera Gamoneda and published by . This book was released on 2016 with total page 253 pages. Available in PDF, EPUB and Kindle. Book excerpt: Algunas marcas han elegido la producción de entretenimiento como vehículo de transmisión de sus mensajes de marca, aplicando los conocimientos de la industria del entretenimiento a la creación de unos contenidos propios, al servicio de los valores de la marca, capaces de despertar deseos y emociones por sí mismos. Estas marcas, han optado por el branded entertainment: contenido de entretenimiento, creado y producido por una marca, lo suficientemente interesante y atractivo como para que su público lo elija frente a otros productos de entretenimiento. En este libro, se profundiza en el conocimiento del branded entertainment; una herramienta de comunicación comercial que debe alcanzar un adecuado equilibrio entre la identificación de la marca y la capacidad del contenido creado para proporcionar una experiencia positiva para el consumidor. A través de sus páginas se van desgranando las características del branded entertainment y, mediante los ejemplos, se ponen de relieve las posibilidades de esta técnica capaz de llegar al consumidor como nunca antes se había logrado.
Author : Maria del Pilar Buera
Publisher : CRC Press
ISBN 13 : 1420001183
Total Pages : 789 pages
Book Rating : 4.4/5 (2 download)
Download or read book Water Properties of Food, Pharmaceutical, and Biological Materials written by Maria del Pilar Buera and published by CRC Press. This book was released on 2006-01-13 with total page 789 pages. Available in PDF, EPUB and Kindle. Book excerpt: Unique and informative, Water Properties of Food, Pharmaceutical, and Biological Materials is based on lectures and papers given by leading international researchers at the 9th International Symposium of the Properties of Water in Foods (ISOPOW 9) that took place in September 2004. Each chapter presents an authoritative account of
Author : Christina Knight
Publisher :
ISBN 13 : 9789185845880
Total Pages : 183 pages
Book Rating : 4.8/5 (458 download)
Download or read book Mad Women written by Christina Knight and published by . This book was released on 2013 with total page 183 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Olvera-Lobo, María Dolores
Publisher : IGI Global
ISBN 13 : 179986801X
Total Pages : 319 pages
Book Rating : 4.7/5 (998 download)
Download or read book Innovative Perspectives on Corporate Communication in the Global World written by Olvera-Lobo, María Dolores and published by IGI Global. This book was released on 2021-04-23 with total page 319 pages. Available in PDF, EPUB and Kindle. Book excerpt: Today's global markets demand that companies of all sizes look to international markets for potential customers. The successive crises that have taken place in the last decade make the internationalization of companies essential. This situation is further aggravated in the case of SMEs, as surviving only from national markets is becoming increasingly difficult. Indeed, the economic sphere is in constant flux, which demands that companies have a great capacity for adaptation to face the new challenges of an ever more globalized and difficult market. In this context, new forms of business communication are emerging, especially through the web and new technologies. Digital marketing and the dissemination of corporate information have become key processes for the success of companies. It is therefore crucial to research different digital marketing processes and ways of breaking down linguistic and cultural barriers between users from different sociolinguistic contexts. Innovative Perspectives on Corporate Communication in the Global World contains different contributions focused on the description of methods, processes, and tools that can be adopted to achieve corporate internationalization goals. The chapters provide a comprehensive review of the why, what, and how of disseminating corporate information and promoting corporate digital communication into internationalization processes. These strategies can be related to the development of digital tools, the design of new corporate communication strategies, the proposal of new ways of breaking social and linguistic barriers between technology users, or the creation of new methodologies aimed at evaluating the effectiveness of digital marketing strategies. This book is ideal for marketers, managers, executives, entrepreneurs, practitioners, researchers, academicians, and students interested in new corporate communication strategies and their effectiveness.
Author : Ronald D. Smith
Publisher : Routledge
ISBN 13 : 1135634424
Total Pages : 492 pages
Book Rating : 4.1/5 (356 download)
Download or read book Strategic Planning for Public Relations written by Ronald D. Smith and published by Routledge. This book was released on 2007-07-10 with total page 492 pages. Available in PDF, EPUB and Kindle. Book excerpt: First published in 2004. Routledge is an imprint of Taylor & Francis, an informa company.
Author : Maria Claudia Clemente
Publisher : Park Publishing (WI)
ISBN 13 : 9783038601289
Total Pages : 0 pages
Book Rating : 4.6/5 (12 download)
Download or read book Labics written by Maria Claudia Clemente and published by Park Publishing (WI). This book was released on 2018 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Labics, based in Rome, is a leader among Italy's up-and-coming architecture firms and has gained great international acclaim for submissions to competitions and a number of realized projects. This first-ever monograph on Labic's fast growing, impressive body of work features some twenty of their designs, representing the entire range of the firm's achievements. The selection comprises housing and office buildings, museums and cultural centers, schools, public spaces, and subway stations, located in Bosnia and Herzegovina, Finnland, Iran, Italy, Saudi Arabia, Switzerland, and the UK. All are documented with atmospheric photographs and a wealth of plans and diagrams to illustrate concept and many details of each project. Structure, in a variety of notions of the term, is guiding Labics' approach. Consequently, the book is arranged in five chapters exploring geometric, bearing, circulation, public space, and urban and territorial structures in topical essays. This provides the frame for the featured projects, all of which exemplify the importance of the respective type of structure for Labics' work". (éditeur).
Author : Dr. Salvatore F. Pileggi
Publisher : River Publishers
ISBN 13 : 8792982824
Total Pages : 164 pages
Book Rating : 4.7/5 (929 download)
Download or read book Semantic Interoperability: Issues, Solutions, Challenges written by Dr. Salvatore F. Pileggi and published by River Publishers. This book was released on 2012-03-13 with total page 164 pages. Available in PDF, EPUB and Kindle. Book excerpt: Semantic technologies are experimenting an increasing popularity in the context of different domains and applications. The understanding of any class of system can be significantly changed under the assumption any system is part of a global ecosystem known as Semantic Web. The Semantic Web would be an evolving extension of current Web model (normally referred as Syntactic Web) that introduces a semantic layer in which semantics, or meaning of information, are formally defined. So, semantics should integrate web-centric standard information infrastructures improving several aspects of interaction among heterogeneous systems. This is because common interoperability models are progressively becoming obsolete if compared with the intrinsic complexity and always more distributed focus that feature modern systems. For example, the basic interoperability model, that assumes the interchange of messages among systems without any interpretation, is simple but effective only in the context of close environments. Also more advanced models, such as the functional interoperability model that integrates basic interoperability model with the ability of interpreting data context under the assumption of a shared schema for data fields accessing, appears not able to provide a full sustainable technologic support for open systems. The Semantic Interoperability model would improve common interoperability models introducing the interpretation of means of data. Semantic interoperability is a concretely applicable interaction model under the assumption of adopting rich data models (commonly called Ontology) composed of concepts within a domain and the relationships among those concepts. In practice, semantic technologies are partially inverting the common view at actor intelligence: intelligence is not implemented (only) by actors but it is implicitly resident in the knowledge model. In other words, schemas contain information and the “code” to interpret it.
Author : Kathleen Fearn-Banks
Publisher : Psychology Press
ISBN 13 : 9780805836035
Total Pages : 354 pages
Book Rating : 4.8/5 (36 download)
Download or read book Crisis Communications written by Kathleen Fearn-Banks and published by Psychology Press. This book was released on 2002 with total page 354 pages. Available in PDF, EPUB and Kindle. Book excerpt: A casebook approach to studying crisis communications means learning from the actions of those who have experienced crises. What did they expect? What actually happened? Were they prepared? What were their strategies? What were their challenges, pressures, and problems? Were the news media adversarial or supportive? If they had to do it again, what would they do differently? These and other questions are answered in the case studies of this second edition. Presenting organizational and individual problems that may become crises and the communication responses to these situations, this revision of Fearn-Banks' very successful text: * presents crisis communication theory, including a critique of the communications of White Star Lines after its Titanic sank on its maiden voyage; * describes ways of determining the most likely and most damaging crises that may strike an organization; * centers on causes of crisis--rumor, "gotcha" television news and the non-expert expert, and crises caused by the news media; * gets into the 21st century and cyberspace-caused crises, including mini-cases of rogue Web sites and e-mail rumors; * explains how to communicate with the news media, lawyers, internal publics or audiences, and external publics; and * includes narrated case studies illustrating how spokespersons and managers used communication in several kinds of crises. The text is supplemented by a workbook, enabling students to test their knowledge and develop their skills. Written as a primer for crisis communications, public relations, and communications management, Crisis Communications serves as an essential resource in the practice of public relations and corporate communications.
Author : Ivan Robertson
Publisher : Springer
ISBN 13 : 023030673X
Total Pages : 235 pages
Book Rating : 4.2/5 (33 download)
Download or read book Well-being written by Ivan Robertson and published by Springer. This book was released on 2011-04-27 with total page 235 pages. Available in PDF, EPUB and Kindle. Book excerpt: High levels of well-being at work is good for the employee and the organization. It means lower sickness-absence levels, better retention and more satisfied customers. People with higher levels of well-being live longer, have happier lives and are easier to work with. This book shows how to improve well-being in your organization.
Author : William H. Macey
Publisher : Wiley-Blackwell
ISBN 13 : 9781405179027
Total Pages : 224 pages
Book Rating : 4.1/5 (79 download)
Download or read book Employee Engagement written by William H. Macey and published by Wiley-Blackwell. This book was released on 2009-05-26 with total page 224 pages. Available in PDF, EPUB and Kindle. Book excerpt: Providing both practical advice, tools, and case examples, Employee Engagement translates best practices, ideas, and concepts into concrete and practical steps that will change the level of engagement in any organization. Explores the meaning of engagement and how engagement differs significantly from other important yet related concepts like satisfaction and commitment Discusses what it means to create a culture of engagement Provides a practical presentation deck and talking points managers can use to introduce the concept of engagement in their organization Addresses issues of work-life balance, and non-work activities and their relationship to engagement at work
