El Libro Rojo De La Publicidad

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El libro rojo de la publicidad (ed. actualizada)

Author : Luis Bassat
Publisher : DEBOLS!LLO
ISBN 13 : 8466354158
Total Pages : 345 pages
Book Rating : 4.4/5 (663 download)

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Book Synopsis El libro rojo de la publicidad (ed. actualizada) by : Luis Bassat

Download or read book El libro rojo de la publicidad (ed. actualizada) written by Luis Bassat and published by DEBOLS!LLO. This book was released on 2020-06-04 with total page 345 pages. Available in PDF, EPUB and Kindle. Book excerpt: La edición actualizada y ampliada de la obra más vendida en toda la historia de la publicidad en España. Descubre en unas horas lo que Luis Bassat tardó 25 años en aprender: la publicidad que vende y la que no, en televisión, prensa, radio y exterior; las estrategias y los diferentes caminos creativos; los secretos de un buen eslogan; las promociones, el Marketing directo, la publicidad institucional y la importancia de las marcas, Internet y la comunicación de 360o. EDICIÓN ACTUALIZADA Los expertos han dicho... «Una lección magistral sobre la importancia de la publicidad hoy en día.» Juan Antonio Samaranch, Ex presidente del Comité Olímpico Internacional (Suiza) «Las lecciones que ha aprendido y ha transmitido a los demás a través del libro son de gran interés y valorpara cualquiera que ejerza su trabajo en el sector de la comunicación.» Peter Brabeck-Letmathe, CEO de Nestlé S.A. (Suiza) «Es el mejor libro del sector y creo que lo será por mucho tiempo.» Robert Rodergas, Presidente del Gremio de la Publicidad de Barcelona «Tu libro es magnífico.» David Ogilvy (Touflou)

El libro rojo de las marcas

Author : Luis Bassat
Publisher : DEBOLS!LLO
ISBN 13 : 8466340807
Total Pages : 275 pages
Book Rating : 4.4/5 (663 download)

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Book Synopsis El libro rojo de las marcas by : Luis Bassat

Download or read book El libro rojo de las marcas written by Luis Bassat and published by DEBOLS!LLO. This book was released on 2017-02-02 with total page 275 pages. Available in PDF, EPUB and Kindle. Book excerpt: Una guía de Luis Bassat, autor de El libro rojo de la publicidad, para comprender cómo un producto -también un nombre- puede convertirse en marca reconocible y resonante. Famoso y exitoso publicista, en esta obra el autor ofrece una completa guía para diseñadores, empresarios y políticos. Y para todos aquellos interesados en comprender cómo un producto -también un nombre- puede convertirse en marca reconocible y resonante. * Si realmente queremos entender qué es una marca, debemos empezar por preguntarnos qué significado tiene el producto en la vida del consumidor. * Los productos se hacen en las fábricas pero las marcas se crean y viven en la mente. * Las marcas son como catedrales, se construyen a lo largo de los años, por personas distintas, de diferentes generaciones, pero con un objetivo común. * Las marcas viven en tres lugares muy distintos: en el mercado, en el cerebro y en el corazón humano. * La estrategia es como el juego del golf, desde un punto de partida hemos de llegar a un objetivo. * Vender es humano, fidelizar es divino. * Dime qué marca eliges y te diré quién eres. * Tratamos a las marcas como si fueran personas. * Las marcas acaban pareciéndose a los directores que toman las decisiones que acaban afectando a esas marcas. * Si le digo «almohada», «silla» o «tenedor», por citar productos que utilizamos a diario, ¿cuántas marcas de cada categoría de producto le vienen a la cabeza? * Si a los fundadores de Harley Davidson les hubieran dicho que, algún día, los consumidores de su marca la llevarían tatuada y realizarían reuniones masivas para venerarla, no sé qué cara habrían puesto. * El envase es nuestra última oportunidad para que el consumidor elija nuestro producto y no otro. * La promoción de ciudades y países sigue los mismos principios y reglas que las marcas, con una pequeña salvedad, que las decisiones que tomemos y acciones que llevemos a cabo, si consiguen el éxito, no harán felices a un grupo de accionistas, sino a millones de ciudadanos.

El libro rojo de la publicidad

Author : Luis Bassat
Publisher : DEBOLSILLO
ISBN 13 : 9788497593090
Total Pages : 320 pages
Book Rating : 4.5/5 (93 download)

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Book Synopsis El libro rojo de la publicidad by : Luis Bassat

Download or read book El libro rojo de la publicidad written by Luis Bassat and published by DEBOLSILLO. This book was released on 2002-11-01 with total page 320 pages. Available in PDF, EPUB and Kindle. Book excerpt: He aquí todas las estrategias y secretos para conseguir que un producto triunfe. He aquí la publicidad que vende, tanto en radio, prensa o televisión. Como el autor dice, la publicidad no es una carrera de velocidad sino una prueba de resistencia.

El libro rojo de la publicidad

Author : Luis Bassat
Publisher :
ISBN 13 : 9788466353205
Total Pages : 294 pages
Book Rating : 4.3/5 (532 download)

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Book Synopsis El libro rojo de la publicidad by : Luis Bassat

Download or read book El libro rojo de la publicidad written by Luis Bassat and published by . This book was released on 2020 with total page 294 pages. Available in PDF, EPUB and Kindle. Book excerpt:

El libro rojo de la publicidad

Author : Luis Bassat
Publisher :
ISBN 13 : 9788475835730
Total Pages : 309 pages
Book Rating : 4.8/5 (357 download)

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Book Synopsis El libro rojo de la publicidad by : Luis Bassat

Download or read book El libro rojo de la publicidad written by Luis Bassat and published by . This book was released on 1993 with total page 309 pages. Available in PDF, EPUB and Kindle. Book excerpt:

El libro rojo de la publicidad

Author : Luis Bassat
Publisher :
ISBN 13 : 9788484505228
Total Pages : 318 pages
Book Rating : 4.5/5 (52 download)

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Book Synopsis El libro rojo de la publicidad by : Luis Bassat

Download or read book El libro rojo de la publicidad written by Luis Bassat and published by . This book was released on 2002 with total page 318 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Marcas sonrientes

Author : Valiente Alber, Sònia
Publisher : Editorial UOC
ISBN 13 : 8491161112
Total Pages : 214 pages
Book Rating : 4.4/5 (911 download)

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Book Synopsis Marcas sonrientes by : Valiente Alber, Sònia

Download or read book Marcas sonrientes written by Valiente Alber, Sònia and published by Editorial UOC. This book was released on 2016-10-28 with total page 214 pages. Available in PDF, EPUB and Kindle. Book excerpt: ¿Por qué la publicidad televisiva ha empleado tan poco el humor en los últimos años? ¿Por qué la publicidad en España es tan gris? Estas cuestiones son el germen de una investigación que ha durado tres años (2012-2015) y que ha dado lugar a la tesis doctoral: «La conexión emocional generada por el humor como elemento de engagement en marcas consolidadas». Una investigación que ha demostrado que, en un contexto de crisis económica, fragmentación de las audiencias, saturación publicitaria y entorno multipantalla el humor continúa siendo una estrategia válida para generar engagement. Es más, si el anuncio gusta –hace que «la marca me caiga mejor»– se viralizará. Conexión emocional y prescripción orgánica. ¿Hay algo más que una marca pueda soñar?

Branded Content and Entertainment in Advertising

Author : María Rodríguez-Rabadán Benito
Publisher : Taylor & Francis
ISBN 13 : 1000905586
Total Pages : 156 pages
Book Rating : 4.0/5 (9 download)

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Book Synopsis Branded Content and Entertainment in Advertising by : María Rodríguez-Rabadán Benito

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.

Publicidad contagiosa

Author : Silvia Sivera
Publisher : Editorial UOC
ISBN 13 : 8491161414
Total Pages : 192 pages
Book Rating : 4.4/5 (911 download)

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Book Synopsis Publicidad contagiosa by : Silvia Sivera

Download or read book Publicidad contagiosa written by Silvia Sivera and published by Editorial UOC. This book was released on 2016-06-30 with total page 192 pages. Available in PDF, EPUB and Kindle. Book excerpt: El marketing viral se inoculó en el panorama profesional publicitario como una vacuna eficazy económica contra la supuesta inmunidad de las audiencias a los mensajes comerciales. Conseguir que fueran los consumidores quienes transmitieran los anuncios espontáneamente entre sus redes sociales se consideró la panacea en un mercado comunicativo sobresaturado. Sin embargo, la publicidad boca a oreja, basada en recomendaciones, ya conseguía el mismo objetivo desde tiempos ancestrales. Fueron las tecnologías de la información y de la comunicación (TIC) las que posibilitaron el salto exponencial hacia la publicidad viral y, en consecuencia, un cambio de magnitudes sin precedentes: los contenidos comerciales pasaban a ser compartibles a escala planetaria, a la velocidad de un clic.Este libro se centra en detectar las claves creativas comunes que detonaron el contagio de 651 vídeos publicitarios entre los usuarios de las redes sociales digitales.A partir de un constructo analítico formado por drivers creativos, cepas virales y la variable ambigüedad, se propone la fórmula V = cc (d+c) + a, como base inspiradora para crear publicidad altamente contagiosa.

Publicidad 360º

Author : Alejandro Álvarez Nobell
Publisher : Ediciones Universidad San Jorge
ISBN 13 : 8494119818
Total Pages : 351 pages
Book Rating : 4.4/5 (941 download)

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Book Synopsis Publicidad 360º by : Alejandro Álvarez Nobell

Download or read book Publicidad 360º written by Alejandro Álvarez Nobell and published by Ediciones Universidad San Jorge. This book was released on 2014-03-14 with total page 351 pages. Available in PDF, EPUB and Kindle. Book excerpt: Esta publicación es fruto de la reflexión de, fundamentalmente, docentes del ámbito de la comunicación y de la publicidad basada en la necesidad de aunar fuerzas para ofrecer una obra de conjunto que intenta ver la publicidad como un hecho global y no solo aislado de la comunicación comercial. La presente obra profundiza en el valor de la publicidad y su importancia contemporánea, desde una perspectiva holística y con el objetivo de querer ser una publicación didáctica y de reflexión.

Proceedings of the 3rd International and Interdisciplinary Conference on Image and Imagination

Author : Daniele Villa
Publisher : Springer Nature
ISBN 13 : 3031259068
Total Pages : 1251 pages
Book Rating : 4.0/5 (312 download)

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Book Synopsis Proceedings of the 3rd International and Interdisciplinary Conference on Image and Imagination by : Daniele Villa

Download or read book Proceedings of the 3rd International and Interdisciplinary Conference on Image and Imagination written by Daniele Villa and published by Springer Nature. This book was released on 2023-04-05 with total page 1251 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book gathers peer-reviewed papers presented at the 3rd International and Interdisciplinary Conference on Image and Imagination (IMG), held in Milano, Italy, in November 2021. Highlighting interdisciplinary and multi-disciplinary research concerning graphics science and education, the papers address theoretical research as well as applications, including education, in several fields of science, technology and art. Mainly focusing on graphics for communication, visualization, description and storytelling, and for learning and thought construction, the book provides architects, engineers, computer scientists, and designers with the latest advances in the field, particularly in the context of science, arts and education.

Transdisciplinarity

Author : Nima Rezaei
Publisher : Springer Nature
ISBN 13 : 3030946517
Total Pages : 738 pages
Book Rating : 4.0/5 (39 download)

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Book Synopsis Transdisciplinarity by : Nima Rezaei

Download or read book Transdisciplinarity written by Nima Rezaei and published by Springer Nature. This book was released on 2022-11-13 with total page 738 pages. Available in PDF, EPUB and Kindle. Book excerpt: This contributed volume book aims at discussing transdisciplinary approaches to address common problems. By working transdisciplinarily, researchers coming from different disciplines can work jointly using a shared conceptual framework bringing together disciplinary-specific theories and concepts. There are numerous barriers that can obstruct effective communication between different cultures, communities, religions and geographies. This book shows that through bringing together different disciplines, researchers not only can surpass these barriers but can effectively produce new venues of thought that can positively affect the development and evolution of research and education. The book discusses new and emerging applications of knowledge produced by transdisciplinary efforts and covers the interplay of many disciplines, including agriculture, economics, mathematics, engineering, industry, information technology, marketing, nanoscience, neuroscience, space exploration, human-animal relationships, among others. Consequently, it also covers the relationship between art and science, as one of the most remarkable transdisciplinary approaches that paves the way for new methods in engineering, design, architecture and many other fields.

Translating and Interpreting Conflict

Author :
Publisher : BRILL
ISBN 13 : 9401204381
Total Pages : 290 pages
Book Rating : 4.4/5 (12 download)

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Book Synopsis Translating and Interpreting Conflict by :

Download or read book Translating and Interpreting Conflict written by and published by BRILL. This book was released on 2007-01-01 with total page 290 pages. Available in PDF, EPUB and Kindle. Book excerpt: The relationship between translation and conflict is highly relevant in today’s globalised and fragmented world, and this is attracting increased academic interest. This collection of essays was inspired by the first international conference to directly address the translator and interpreter’s involvement in situations of military and ideological conflict, and its representation in fiction. The collection adopts an interdisciplinary approach, and the contributors to the volume bring to bear a variety of perspectives informed by media studies, historiography, literary scholarship and self-reflective interpreting and translation practice. The reader is presented with compelling case studies of the ‘embeddedness’ of translators and interpreters, either on the ground or as portrayed in fiction, and of their roles in mediating, memorizing or rewriting conflict. The theoretical reflection which the essays generate regarding mediation and neutrality, ethical involvement and responsibility, and the implications for translator and interpreter training, will be of interest to researchers in translation, interpreting, media, intercultural and postcolonial studies.

Big Data Marketing Strategies for Superior Customer Experience

Author : Saura, Jose Ramon
Publisher : IGI Global
ISBN 13 : 166846456X
Total Pages : 364 pages
Book Rating : 4.6/5 (684 download)

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Book Synopsis Big Data Marketing Strategies for Superior Customer Experience by : Saura, Jose Ramon

Download or read book Big Data Marketing Strategies for Superior Customer Experience written by Saura, Jose Ramon and published by IGI Global. This book was released on 2023-04-17 with total page 364 pages. Available in PDF, EPUB and Kindle. Book excerpt: The rapid growth of technological developments on the internet has led many companies to adapt their businesses to the digital ecosystem and implement new methods and techniques to improve the users’ experiences and their analytical strategies. Moreover, in the past few years, the digital ecosystem has been chosen as the main channel used by consumers for the purchase of goods and services. As a result, digital marketing and online advertising have become the main strategies used by companies in their marketing actions. Advertising can be designed and shown considering users’ interests based on what they visit or where they go. That implies that the user experience is improved as long as they receive personalized adverts focused on what they were curious or concerned about. Thus, techniques such as artificial intelligence (AI), data mining, or business intelligence have allowed companies to act accordingly in real-time without user perception. Big Data Marketing Strategies for Superior Customer Experience compiles and studies the major practices and case studies of big data marketing in recent years. In this digital era, this book can be used as a sourcebook on study cases focused on digital marketing strategies as well as the identification of new technologies that will help the development of initiatives and practices focused on marketing and data sciences. Covering topics such as customer satisfaction, collective intelligence, and sentiment analysis, this premier reference source is an essential resource for students and educators of higher education, marketers, innovators, business leaders and managers, entrepreneurs, librarians, researchers, and academicians.

Confesiones personales de un publicitario

Author : Luis Bassat
Publisher :
ISBN 13 : 9788408005070
Total Pages : 272 pages
Book Rating : 4.0/5 (5 download)

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Book Synopsis Confesiones personales de un publicitario by : Luis Bassat

Download or read book Confesiones personales de un publicitario written by Luis Bassat and published by . This book was released on 2012 with total page 272 pages. Available in PDF, EPUB and Kindle. Book excerpt: En 1963 David Ogilvy publicó sus Confessions of an Advertising Man (Confesiones de un publicitario). El libro se convirtió en un bestseller y hoy sigue siendo un referente en las prácticas publicitarias. Inspirado en este volumen del genio de la publicidad que fuera su maestro y luego socio, Luís Bassat hace un recorrido por los momentos que han marcado su vida, como publicista y como persona. Autor de campañas memorables y creador de marcas imborrables, el texto de Bassat destila conocimiento y revela los conceptos, tácticas y técnicas que han forjado su carrera estelar como publicista. Memorias íntimas y atípicas de una de las figuras más relevantes de la publicidad moderna, de un hombre que se confiesa inquieto, inconformista, tenaz y perfeccionista; también judío, padre, empresario y coleccionista. Escritas en un lenguaje sencillo y eficaz—como marca el estilo de Bassat y Ogilvy—harán las delicias del lector, del publicitario, del retirado y del profano.

Charm your Clients. Neuromarketing for Vets

Author : Miguel Ángel Valera Arnanz
Publisher : Grupo Asís Biomedia S.L.
ISBN 13 : 8417640509
Total Pages : 339 pages
Book Rating : 4.4/5 (176 download)

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Book Synopsis Charm your Clients. Neuromarketing for Vets by : Miguel Ángel Valera Arnanz

Download or read book Charm your Clients. Neuromarketing for Vets written by Miguel Ángel Valera Arnanz and published by Grupo Asís Biomedia S.L.. This book was released on 2021-06-24T00:00:00+02:00 with total page 339 pages. Available in PDF, EPUB and Kindle. Book excerpt: Why do people buy things? What tools can we use to convince clients and sell our services? In this work, the authors offer their more than 20 years of experience working in different areas of a veterinary practice. Written with a practical approach, this book reviews the current knowledge in neuromarketing and provides advice for its implementation in the real daily life of veterinary practices.

La publicidad de bebidas alcohólicas en España: teoría de la relevancia y lengua inglesa

Author : Ramiro DURÁN MARTÍNEZ
Publisher : Ediciones Universidad de Salamanca
ISBN 13 :
Total Pages : 20 pages
Book Rating : 4./5 ( download)

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Book Synopsis La publicidad de bebidas alcohólicas en España: teoría de la relevancia y lengua inglesa by : Ramiro DURÁN MARTÍNEZ

Download or read book La publicidad de bebidas alcohólicas en España: teoría de la relevancia y lengua inglesa written by Ramiro DURÁN MARTÍNEZ and published by Ediciones Universidad de Salamanca. This book was released on 2014-05-29 with total page 20 pages. Available in PDF, EPUB and Kindle. Book excerpt: