La Comunicacion En Cambio Constante Branded Content Community Management Comunicacion 20 Estrategia En Medios Sociales

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La comunicación en cambio constante : branded content, community management, comunicación 2.0, estrategia en medios sociales

Author : Cristina del Pino Romero
Publisher :
ISBN 13 : 9788470745478
Total Pages : 274 pages
Book Rating : 4.7/5 (454 download)

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Book Synopsis La comunicación en cambio constante : branded content, community management, comunicación 2.0, estrategia en medios sociales by : Cristina del Pino Romero

Download or read book La comunicación en cambio constante : branded content, community management, comunicación 2.0, estrategia en medios sociales written by Cristina del Pino Romero and published by . This book was released on 2013-03 with total page 274 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

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.

The Evolution of Integrated Marketing Communications

Author : Don Schultz
Publisher : Routledge
ISBN 13 : 1317979605
Total Pages : 179 pages
Book Rating : 4.3/5 (179 download)

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Book Synopsis The Evolution of Integrated Marketing Communications by : Don Schultz

Download or read book The Evolution of Integrated Marketing Communications written by Don Schultz and published by Routledge. This book was released on 2013-12-16 with total page 179 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book reviews, updates and enhances the basic concepts surrounding the academic theory and practice of Integrated Marketing Communication (IMC). Since the introduction of IMC in the late 1980s, the concept has spread around the world. In that expansion, many authors have written about IMC; practitioners have adopted and adapted the concept to fit their own market situations. Further, dramatic changes have occurred in the technologies used in marketing communications which consumers have accepted and employed in their consumption of marketers' messages and incentives. Thus, there have been dramatic changes in how IMC was initially envisioned and how it has developed over time. This book identifies and discusses these changes, how they have occurred and what they mean going forward for all types of marketers around the world. Thus, IMC, and indeed integration of communications at all organisational levels is an essential in the 21st century organisations. This book was published as a special issue of the Journal of Marketing Communications.

New Media Cultures

Author :
Publisher :
ISBN 13 :
Total Pages : pages
Book Rating : 4.:/5 (924 download)

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Book Synopsis New Media Cultures by :

Download or read book New Media Cultures written by and published by . This book was released on 1997 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:

YouTube

Author : Jean Burgess
Publisher : John Wiley & Sons
ISBN 13 : 0745675352
Total Pages : 186 pages
Book Rating : 4.7/5 (456 download)

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Book Synopsis YouTube by : Jean Burgess

Download or read book YouTube written by Jean Burgess and published by John Wiley & Sons. This book was released on 2013-04-16 with total page 186 pages. Available in PDF, EPUB and Kindle. Book excerpt: YouTube is one of the most well-known and widely discussed sites of participatory media in the contemporary online environment, and it is the first genuinely mass-popular platform for user-created video. In this timely and comprehensive introduction to how YouTube is being used and why it matters, Burgess and Green discuss the ways that it relates to wider transformations in culture, society and the economy. The book critically examines the public debates surrounding the site, demonstrating how it is central to struggles for authority and control in the new media environment. Drawing on a range of theoretical sources and empirical research, the authors discuss how YouTube is being used by the media industries, by audiences and amateur producers, and by particular communities of interest, and the ways in which these uses challenge existing ideas about cultural ‘production’ and ‘consumption’. Rich with both concrete examples and featuring specially commissioned chapters by Henry Jenkins and John Hartley, the book is essential reading for anyone interested in the contemporary and future implications of online media. It will be particularly valuable for students and scholars in media, communication and cultural studies.

Blog Design For Dummies

Author : Melissa Culbertson
Publisher : John Wiley & Sons
ISBN 13 : 1118554787
Total Pages : 426 pages
Book Rating : 4.1/5 (185 download)

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Book Synopsis Blog Design For Dummies by : Melissa Culbertson

Download or read book Blog Design For Dummies written by Melissa Culbertson and published by John Wiley & Sons. This book was released on 2013-06-18 with total page 426 pages. Available in PDF, EPUB and Kindle. Book excerpt: The average blogger does not typically have experience with design or coding, but that shouldn't deter them from having a professional-looking blog design. This friendly and easy-to-understand guide provides you with the tools you need to establish a creative, unique, and aesthetically memorable blog without having to learn how to code beyond some basic CSS. Whether you're looking to write for a major brand, become a brand ambassador, sell a product, acquire new clients, advocate for a cause, or simply tell a story, you'll find design tricks, helpful techniques, and invaluable advice for creating a great-looking and functional blog. Provides the tools you need to understand what makes a successful blog from a design standpoint Teaches you CSS coding that can be used to create an effective blog design that gets noticed Helps you make design decisions regarding colors, fonts, and imagery Places special emphasis on providing your readers with a site that is easy to use thanks to smart navigation Blog Design For Dummies empowers you to make smart and creative adjustments to your blog so that you can be the proud owner of an effective blog design that gets noticed!

Analytic Activism

Author : David Karpf
Publisher : Oxford University Press
ISBN 13 : 0190266155
Total Pages : 225 pages
Book Rating : 4.1/5 (92 download)

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Book Synopsis Analytic Activism by : David Karpf

Download or read book Analytic Activism written by David Karpf and published by Oxford University Press. This book was released on 2016-11-01 with total page 225 pages. Available in PDF, EPUB and Kindle. Book excerpt: Among the ways that digital media has transformed political activism, the most remarkable is not that new media allows disorganized masses to speak, but that it enables organized activist groups to listen. Beneath the waves of e-petitions, "likes," and hashtags lies a sea of data - a newly quantified form of supporter sentiment - and advocacy organizations can now utilize new tools to measure this data to make decisions and shape campaigns. In this book, David Karpf discusses the power and potential of this new "analytic activism," exploring the organizational and media logics that determine how digital inputs shape the choices that political campaigners make. He provides the first careful analysis of how organizations like Change.org and Upworthy.com influence the types of political narratives that dominate our Facebook newsfeeds and Twitter timelines, and how MoveOn.org and its "netroots" peers use analytics to listen more effectively to their members and supporters. As well, he identifies the boundaries that define the scope of this new style of organized citizen engagement. But also raising a note of caution, Karpf identifies the dangers and limitations in putting too much faith in these new forms of organized listening.

Personal Influence, the Part Played by People in the Flow of Mass Communications

Author : Elihu Katz
Publisher : Transaction Publishers
ISBN 13 : 1412830702
Total Pages : 436 pages
Book Rating : 4.4/5 (128 download)

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Book Synopsis Personal Influence, the Part Played by People in the Flow of Mass Communications by : Elihu Katz

Download or read book Personal Influence, the Part Played by People in the Flow of Mass Communications written by Elihu Katz and published by Transaction Publishers. This book was released on 1964 with total page 436 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Comunicación digital

Author : Marta-Lazo, Carmen
Publisher : Editorial UOC
ISBN 13 : 8491164731
Total Pages : 147 pages
Book Rating : 4.4/5 (911 download)

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Book Synopsis Comunicación digital by : Marta-Lazo, Carmen

Download or read book Comunicación digital written by Marta-Lazo, Carmen and published by Editorial UOC. This book was released on 2017-03-22 with total page 147 pages. Available in PDF, EPUB and Kindle. Book excerpt: Este manual está dirigido a estudiantes de comunicación y de educación de grado y posgrado. El eje central de toda la obra es el novedoso concepto de Factor R-elacional, atendiendo al nuevo modelo que los autores han bautizado como «TRIC» (Tecnologías de la Relación, Información y Comunicación), que dibuja un nuevo escenario de contextos y mediaciones en la comunicación digital y móvil. Este libro contiene todas las partes esenciales para entender la comunicación digital: fundamentos, principios, interactuantes, competencias, mediaciones e inteRmetodología.Desde una perspectiva educomunicativa, los autores proponen métodos innovadores para llevar a cabo prácticas de aprendizaje digital en entornos presenciales, semipresenciales y virtuales. Como aportación final, se entrevista a seis reconoidos expertos en educación mediática y competencia digital para abordar desde su mirada diferentes temas planteados en el libro, de forma dialógica y abierta a la reflexión. También se brinda a los lectores la posibilidad de participar e interactuar en un laboratorio de experiencias TRIC.

Return on Engagement

Author : Tim Frick
Publisher : CRC Press
ISBN 13 : 113501292X
Total Pages : 292 pages
Book Rating : 4.1/5 (35 download)

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Book Synopsis Return on Engagement by : Tim Frick

Download or read book Return on Engagement written by Tim Frick and published by CRC Press. This book was released on 2014-07-17 with total page 292 pages. Available in PDF, EPUB and Kindle. Book excerpt: In the world of web design, if one wants to create a successful web site, one needs an effective content strategy. Return on Engagement shows web designers and developers how to implement an effective content strategy and how to stay ahead in the rapidly changing industry of web design. It presents best practices in terms of web design through a marketing function: content strategy, SEO, social media marketing, and success measurement to help web designers implement a strategy that ensures success for the site they are building. Return on Engagement shows web designers and developers how to not just design an aesthetically pleasing, functional website. This book shows those professionals how to implement marketing strategies and analysis into their website, thus ensuring its success. Nearly 3 years since the previous edition published, new best practices have been formed. Tools in which web developers use to analyze website metrics have advanced. New social media networks and communities have cropped up. New research in how audiences read and receive content has been done, subsequently refining best digital marketing practices. Return on Engagement features a step-by-step breakdown of how to use new tools, techniques, and technologies. The new edition also includes updated case studies of industry leaders who implement best practices on projects. Return on Engagement also features a regularly updated companion site that offers readers sample content, easy sharing tools, and web-based resources to help measure marketing viability of web properties.

Children and Their Changing Media Environment

Author : Sonia Livingstone
Publisher : Routledge
ISBN 13 : 1135661316
Total Pages : 398 pages
Book Rating : 4.1/5 (356 download)

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Book Synopsis Children and Their Changing Media Environment by : Sonia Livingstone

Download or read book Children and Their Changing Media Environment written by Sonia Livingstone and published by Routledge. This book was released on 2013-06-07 with total page 398 pages. Available in PDF, EPUB and Kindle. Book excerpt: Focusing on the meanings, uses, and impacts of new media in childhood, family life, peer culture, and the relation between home and school, this volume sets out to address many of the questions, fears, and hopes regarding the changing place of media in the lives of today's children and young people. The scholars contributing to this work argue that such questions--intellectual, empirical, and policy-related--can be productively addressed through cross-national research. Hence, this volume brings together researchers from 12 countries--Belgium, Denmark, Finland, France, Germany, the United Kingdom, Israel, Italy, the Netherlands, Spain, Sweden, and Switzerland--to present original and comprehensive findings regarding the diffusion and significance of new media and information technologies among children. Inspired by parallels and difference between the arrival of television in the family home during the 1950s and the present day arrival of new media, the research is based on in-depth interviews and a detailed comparative survey of 6- to 16-year-olds across Europe and in Israel. The result is a comprehensive, detailed, and fascinating account of how these technologies are rapidly becoming central to the daily lives of young people. As a resource for researchers and students in media and communication studies, leisure and cultural studies, social psychology, and related areas, this volume provides crucial insights into the role of media in the lives of children. The findings included herein will also be of interest to policymakers in broadcasting, technology, and education throughout the world.

Advertainment

Author : Cristel Russell
Publisher :
ISBN 13 : 9781616740214
Total Pages : pages
Book Rating : 4.7/5 (42 download)

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Book Synopsis Advertainment by : Cristel Russell

Download or read book Advertainment written by Cristel Russell and published by . This book was released on 2009-03-10 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: This note on the $6 billion advertainment industry outlines how product placement, product integration and branded entertainment help advertisers reach consumers at a time when consumers increasingly avoid traditional mass-advertising efforts. It offers a detailed description of advertainment and how it works, including legal and ethical aspects, best and worst practices, strategies, case studies and proposed standards to measure return on investment.

Assessing the Left Turn in Ecuador

Author : Francisco Sánchez
Publisher : Springer Nature
ISBN 13 : 3030276252
Total Pages : 393 pages
Book Rating : 4.0/5 (32 download)

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Book Synopsis Assessing the Left Turn in Ecuador by : Francisco Sánchez

Download or read book Assessing the Left Turn in Ecuador written by Francisco Sánchez and published by Springer Nature. This book was released on 2019-12-05 with total page 393 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines the “left turn” in Latin American politics, specifically through the lens of Ecuador and the effects of the Citizens’ Revolution’s actions and public policies on relevant actors and institutions. Through a comprehensive analysis of one country’s turn to the left and the outcomes generated by that process, the authors and editors provide a clearer understanding of the ways in which the popular desire for change (predominant through the region in recent times, as a response to late-twentieth-century neoliberalism) was realized—or not. The particular case of Ecuador further potentiates analysis of the entire region-wide process, considering that the “corrector” cycle is now at an end, and that the economic and international conditions that favored the return of left governments have also changed.

Beyond WikiLeaks

Author : Benedetta Brevini
Publisher : Springer
ISBN 13 : 113727574X
Total Pages : 393 pages
Book Rating : 4.1/5 (372 download)

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Book Synopsis Beyond WikiLeaks by : Benedetta Brevini

Download or read book Beyond WikiLeaks written by Benedetta Brevini and published by Springer. This book was released on 2013-04-16 with total page 393 pages. Available in PDF, EPUB and Kindle. Book excerpt: The 2010 release of US embassy diplomatic cables put WikiLeaks into the international spotlight. Revelations by the leaks sparked intense debate within international diplomacy, journalism and society. This book reflects on the implications of WikiLeaks across politics and media, and on the results of leak journalism and transparency activism.

Social Media Influencers

Author : The New York Times Editorial Staff
Publisher : New York Times Educational Publishing
ISBN 13 : 9781642823561
Total Pages : 0 pages
Book Rating : 4.8/5 (235 download)

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Book Synopsis Social Media Influencers by : The New York Times Editorial Staff

Download or read book Social Media Influencers written by The New York Times Editorial Staff and published by New York Times Educational Publishing. This book was released on 2019-12-30 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Many popular social media websites and apps have one thing in common: celebrities looking to be worshipped. These social influencers come from all walks of life, and cater to young demographics with content including comedy routines, make-up advice, product reviews, and music videos. Watched by millions of viewers worldwide, they create diversion, provide commentary, endorse brands, and sometimes inspire the wrath of governments. With the aid of media literacy terms and questions, readers will discover how this comprehensive collection of articles reveals the ins and outs of internet commerce and culture.

Cultures of Mediatization

Author : Andreas Hepp
Publisher : John Wiley & Sons
ISBN 13 : 0745663494
Total Pages : 239 pages
Book Rating : 4.7/5 (456 download)

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Book Synopsis Cultures of Mediatization by : Andreas Hepp

Download or read book Cultures of Mediatization written by Andreas Hepp and published by John Wiley & Sons. This book was released on 2013-04-23 with total page 239 pages. Available in PDF, EPUB and Kindle. Book excerpt: What does it mean that we can be reached on our mobile phones wherever we are and at all times? What are the cultural consequences if we are informed about ‘everything and anything important’ via television? How are our political, religious and ethnic belongings impacted through being increasingly connected by digital media? And what is the significance of all this for our everyday lives? Drawing on Hepp’s fifteen-year research expertise on media change, this book deals with questions like these in a refreshingly straightforward and readable way. ‘Cultures of mediatization’ are described as cultures whose main resources are mediated by technical media. Therefore, everyday life in cultures of mediatization is ‘moulded’ by the media. To understand this challenging media change it is inappropriate to focus on any one single medium like television, the press, mobile phones, the Internet or other forms of digital media. One has to capture the ‘mediatization’ of culture in its entirety. Cultures of Mediatization outlines how this can be done critically. In so doing, it offers a new way of thinking about our present-day media-saturated world.

The Migration Conference 2018 Book of Abstracts and Programme

Author : FETHIYE. TOPALOGLU TILBE (YUSUF.)
Publisher :
ISBN 13 : 9781910781814
Total Pages : 348 pages
Book Rating : 4.7/5 (818 download)

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Book Synopsis The Migration Conference 2018 Book of Abstracts and Programme by : FETHIYE. TOPALOGLU TILBE (YUSUF.)

Download or read book The Migration Conference 2018 Book of Abstracts and Programme written by FETHIYE. TOPALOGLU TILBE (YUSUF.) and published by . This book was released on 2018-07-05 with total page 348 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume presents the book of abstracts and programme for the Migration Conference 2018 hosted by ISEG and IGOT at Universidade de Lisboa, Portugal from 26 to 28 June 2018. It covers about 140 sessions and over 600 contributors from about 60 countries joining from around the world.