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Download or read book Publicidad, cultura y generación de contenidos written by and published by . This book was released on 2015 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Esther Martínez Pastor
Publisher : ESIC
ISBN 13 : 8417024727
Total Pages : 293 pages
Book Rating : 4.4/5 (17 download)
Download or read book Publicidad digital. Hacia una integración de la planificación, creación y medición written by Esther Martínez Pastor and published by ESIC. This book was released on 2016-09-26 with total page 293 pages. Available in PDF, EPUB and Kindle. Book excerpt: Esta obra ofrece una visión profesional, integradora, estratégica y académica de la publicidad digital desde cuatro ópticas: audiencias y planificación, creación y difusión, medición y resultados y legislación digital. El lector encontrará en el análisis y la exposición de los procesos profesionales que afectan a la publicidad digital, el hilo conductor de esta obra. Se inicia con la comprensión de las pautas para definir perfiles y audiencias digitales desde la combinación de distintos mecanismos (segmentación clásica, Big Data y segmentación avanzada-DMP). Los modos de abordar las estrategias publicitarias creativas y la planificación en los medios digitales plantean escenarios cada vez más complejos. Así, desde una reflexión teórica, crítica y constructiva, se definen los conceptos de storytelling, transmedia y branded content aplicados a la creación de contenidos y eventos integrados. Se aborda el estudio de casos prácticos y se explica el modelo programático de compra de publicidad online. Puesto que todas estas acciones y modos de proceder requieren de mecanismos que permitan la medición de la eficacia, se hace obligatorio identificar los canales, los soportes, las redes publicitarias, las métricas y las herramientas para medir la actividad de una campaña, la analítica de una web y el posicionamiento en buscadores. Desde esta óptica, esta obra presenta un estudio de los efectos de Word of Mouth electrónico y recoge los principios que comprenden el comercio electrónico como el escenario donde se produce la transacción planteada desde la publicidad integral digital. Finalmente, todos estos escenarios deben ser comprendidos desde los aspectos legales que acotan la gestión de las audiencias y desde el marco jurídico que regula la publicidad digital integrada. Índice AUDIENCIA Y PLANIFICACIÓN: Perfiles y audiencias de marketing.- Planificación digital de medios.- CREACIÓN-DIFUSIÓN: Agencias creativas digitales: pensar offline, crear online.- Creación de contenidos integrados: storytelling, transmedia y branded content.- Creación de eventos integrados: más allá de la experiencia presencial. MEDICIÓN Y RESULTADOS: La medición en la publicidad online.- El modelo programático de compra de publicidad online.- El estudio del efecto de Word of Mouth electrónico como elemento del mix de comunicación.- Comercio electrónico. Final del ciclo: la transacción en la publicidad integral digital. LEGISLACIÓN DIGITAL: Aspectos legales de la gestión de datos en la publicidad digital.- Aproximación al marco jurídico de la publicidad integrada.
Author : Susan Denisse Inga Sosa
Publisher :
ISBN 13 :
Total Pages : pages
Book Rating : 4.:/5 (11 download)
Download or read book Generación de contenidos en una campaña de publicidad digital de relanzamiento de posicionamiento para una marca de belleza written by Susan Denisse Inga Sosa and published by . This book was released on 2017 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Valiente Alber, Sònia
Publisher : Editorial UOC
ISBN 13 : 8491161112
Total Pages : 214 pages
Book Rating : 4.4/5 (911 download)
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?
Author : P. Christopher Earley
Publisher : Stanford University Press
ISBN 13 : 0804743126
Total Pages : 397 pages
Book Rating : 4.8/5 (47 download)
Download or read book Cultural Intelligence written by P. Christopher Earley and published by Stanford University Press. This book was released on 2003 with total page 397 pages. Available in PDF, EPUB and Kindle. Book excerpt: In a global market where international teams, initiatives, and joint ventures are increasingly common, it is extremely important for people to integrate themselves in new cultures. Strategies for selecting and training people on global perspectives are critical for managing business. In this book, the authors develop the idea of cultural intelligence and examine its three essential facets: cognition, the ability to develop patterns from cultural cues; motivation, the desire and ability to engage others; and behavior, the capability to act in accordance with cognition and motivation. They explore the fundamental nature of cultural intelligence and its relationship to other frameworks of intelligence.-Back cover.
Author : Susan Blackmore
Publisher : OUP Oxford
ISBN 13 : 0191574619
Total Pages : 288 pages
Book Rating : 4.1/5 (915 download)
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.
Author : Daniel Becker
Publisher : Libros del Zorzal
ISBN 13 : 9875992151
Total Pages : 130 pages
Book Rating : 4.8/5 (759 download)
Download or read book Cuando Edipo creció written by Daniel Becker and published by Libros del Zorzal. This book was released on 2011 with total page 130 pages. Available in PDF, EPUB and Kindle. Book excerpt: A los cincuenta años, la persona posee un mundo interior muy diferente del que poseía a los veinte. Se relaciona de otro modo consigo misma, su sexualidad es totalmente distinta y cambia su escala de valores en cuanto a carrera, familia y sociedad. El adulto es mucho más que un niño que creció. Es sorprendente que tan pocos estudios psicológicos se hayan dedicado a la edad madura. La terapia se interesa ante todo por la infancia y la proyecta sobre la madurez. A veces parece que la actitud de la psicología en este campo se limita a enumerar las funciones que van deteriorándose en el camino hacia la vejez. La mayoría de los individuos no son conscientes de las oportunidades de desarrollo continuo que tienen lugar en todas las edades, y del nuevo florecimiento que se produce en la segunda mitad de la vida. Cuando Edipo creció procura estimular la percepción de ese crecimiento, definir la singular cultura que deriva del mismo y obtener el máximo de satisfacción.
Author : Inter American Development Bank
Publisher : Inter-American Development Bank
ISBN 13 :
Total Pages : 242 pages
Book Rating : 4./5 ( download)
Download or read book The Orange Economy written by Inter American Development Bank and published by Inter-American Development Bank. This book was released on 2013-10-01 with total page 242 pages. Available in PDF, EPUB and Kindle. Book excerpt: This manual has been designed and written with the purpose of introducing key concepts and areas of debate around the "creative economy", a valuable development opportunity that Latin America, the Caribbean and the world at large cannot afford to miss. The creative economy, which we call the "Orange Economy" in this book (you'll see why), encompasses the immense wealth of talent, intellectual property, interconnectedness, and, of course, cultural heritage of the Latin American and Caribbean region (and indeed, every region). At the end of this manual, you will have the knowledge base necessary to understand and explain what the Orange Economy is and why it is so important. You will also acquire the analytical tools needed to take better advantage of opportunities across the arts, heritage, media, and creative services.
Author : Markus Ludwigs
Publisher : BoD – Books on Demand
ISBN 13 : 3958262007
Total Pages : 170 pages
Book Rating : 4.9/5 (582 download)
Download or read book Digitalization as a challenge for justice and administration written by Markus Ludwigs and published by BoD – Books on Demand. This book was released on 2023-06-09 with total page 170 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume documents the presentations of a multilingual online conference on "Digitalization as a challenge for justice and administration" held in March 2022. The contributions of the international team of authors provide insights into central issues of this highly relevant subject from African, Japanese, U.S., Swiss, Latin American and German perspectives. The result is a multifaceted picture of digitalization in the context of public, private and even criminal law. Este volumen documenta las presentaciones de una conferencia multilingüe en línea sobre "La digitalización como reto para la justicia y la administración" celebrada en marzo de 2022. Las contribuciones del equipo internacional de autores ofrecen una visión de las cuestiones centrales de este tema de gran actualidad desde las perspectivas africana, japonesa, estadounidense, suiza, latinoamericana y alemana. El resultado es una imagen multifacética de la digitalización en el contexto del derecho público, privado y penal. Der vorliegende Tagungsband dokumentiert die Vorträge einer im März 2022 durchgeführten multilingualen Online-Konferenz zur "Digitalisierung als Herausforderung für Justiz und Verwaltung". Die Beiträge des internationalen Autorenteams vermitteln Einblicke in zentrale Fragestellungen der hochaktuellen Thematik aus afrikanischer, japanischer, US-amerikanischer, schweizerischer, lateinamerikanischer und deutscher Perspektive. Dabei ergibt sich ein facettenreiches Bild zur Digitalisierung im öffentlich-rechtlichen, privatrechtlichen und auch strafrechtlichen Kontext.
Author : Richard A. Gershon
Publisher : SAGE Publications
ISBN 13 : 1483322548
Total Pages : 355 pages
Book Rating : 4.4/5 (833 download)
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.
Author : Michael T. Moe
Publisher :
ISBN 13 : 9781781335130
Total Pages : 0 pages
Book Rating : 4.3/5 (351 download)
Download or read book The Mission Corporation written by Michael T. Moe and published by . This book was released on 2021 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Mission Corporation promotes a more enlightened form of 'contemporary capitalism'. It connects profit with purpose, aligns stakeholder values with their actions and provides a roadmap for change.
Author : Erin Goodman and Juanjo Romero
Publisher : Edicions Universitat Barcelona
ISBN 13 : 8491688153
Total Pages : 256 pages
Book Rating : 4.4/5 (916 download)
Download or read book Fragmented Memories. Past and Present written by Erin Goodman and Juanjo Romero and published by Edicions Universitat Barcelona. This book was released on 2022-10-24 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt: A continuation of the CASA Historical Memory Project, this volume features student essays on memory and identity in the context of Spain and Latin America. The sections “Forging a Spanish identity” and “Memory in comparative perspective” contain analyses of the Spanish Civil War and of elements that contributed to the formation of national identity under Franco, including emphases on educational discourse, the role of music and song, and the image, representation, and health of women. Additional chapters explore the legacy of the moriscos, the granting of citizenship to the descendants of Jews, a comparative review of migration to Spain and to the United States over the last thirty years, and a comparison of the role and consecration of historical memory in Spain and South Africa. The “Public health approaches” section contains a chapter researched and written during the early months of the 2020 coronavirus pandemic, that explores its impact in Argentina. In “Cuban revolutions”, two chapters focusing on Cuba explore the higher education system in the post-revolutionary context, and visual archives of the Chinese Cuban diaspora. The essays in this volume attest to the role of memory in establishing how and what history is recorded. These moments and movements—across borders and centuries—help shape collective identity. Thus, they reveal the importance of reviving and interacting with histories that may have been buried, silenced or forgotten. Attuning our gaze to the role of historical memory allows us to approach the conflicts and crises of our times with new eyes.
Author : Shimp
Publisher :
ISBN 13 : 9781408093566
Total Pages : 250 pages
Book Rating : 4.0/5 (935 download)
Download or read book Integrated Marketing Communications written by Shimp and published by . This book was released on 2013-12-19 with total page 250 pages. Available in PDF, EPUB and Kindle. Book excerpt: Advertising, Promotion, and Other Aspects of Integrated Marketing Communications, SouthAfrican Edition provides a contemporary view of the role and importance of marketingcommunications. Emerging topics such as the enormous popularity of social media outlets,online and digital practices, viral communications, and personal selling – along with all of their effects on traditional marketing – are also discussed in this edition.
Author : John F. MacArthur
Publisher : Thomas Nelson
ISBN 13 : 141857757X
Total Pages : 454 pages
Book Rating : 4.4/5 (185 download)
Download or read book Preaching written by John F. MacArthur and published by Thomas Nelson. This book was released on 2005-08-21 with total page 454 pages. Available in PDF, EPUB and Kindle. Book excerpt: Many sermons preached today lack the divine knowledge and spiritual understanding available only through dynamic expository preaching. In Preaching: How to Preach Biblically, John MacArthur’' well-known passion for the Bible combines with the expertise of faculty members at The Master's Seminary to inspire and equip preachers in effective biblical preaching. Preaching: How to Preach Biblically flows from biblical foundations for expository preaching through a detailed process of developing expositions and creating sermons to the actual delivery of expository messages, connecting what pastors learn in seminary with the sermons preached in a local church. This volume shows how to progress purposefully from one phase to the next in preparing to minister to God's people through preaching. This book answers these questions and more: What is expository, biblical preaching? What are the theological and historical foundations for insisting on expository preaching? What are the steps involved in preparation for and participation in biblical preaching? What models exist for expository preaching today? The Master's Seminary faculty, with over thirty years' experience in preaching and seminary training of preachers, contributes a treasury of expertise alongside insights from expositor John MacArthur. While united on their commitment to exposition, the variety of individual expressions and methodological preferences discussed offers beneficial assistance for any preacher seeking a higher level of expository excellence.
Author : Roemer van Toorn
Publisher :
ISBN 13 : 9788425220425
Total Pages : 143 pages
Book Rating : 4.2/5 (24 download)
Download or read book 2G : revista internacional de arquitectura written by Roemer van Toorn and published by . This book was released on 2006 with total page 143 pages. Available in PDF, EPUB and Kindle. Book excerpt: With the Republic of Slovenia declaring its independence from Yugoslavia in 1991 Slovenia became an honourable member of the world of late capitalism, and in 2004 a member of the European Union. It would take too long to explain in detail why Slovenia became a successful member of the empire of late capitalism, but what can be said of architecture is that several young architects such as Spela Videcnik and Rok Oman of Ofis arhitekti became familiar with the blurring of the distinctions between art, fashion, high and low culture, design and politics, individualisation, and consumption. Not only Ofis, but other young architects oriented themselves to the West and decided early on in their careers to study architecture in post-Fordist countries like Great Britain, the USA, Holland and Finland, thus making the leap from a Communist welfare state into a late-capitalist state -with the help of their international aesthetics- easier and more promising for Slovenia. From that moment on, a new generation of architects paved the way for Slovenia to move into world capitalism. The work by Ofis compiled in this issue of 2G represents a good example of this new generation of architects from Eastern Europe.
Author :
Publisher :
ISBN 13 :
Total Pages : 608 pages
Book Rating : 4.A/5 ( download)
Download or read book Revista mexicana del Caribe written by and published by . This book was released on 1999 with total page 608 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Valarie A. Zeithaml
Publisher : Marketing Classics Press
ISBN 13 : 161311270X
Total Pages : 553 pages
Book Rating : 4.6/5 (131 download)
Download or read book Review of Marketing 1990 written by Valarie A. Zeithaml and published by Marketing Classics Press. This book was released on 2012 with total page 553 pages. Available in PDF, EPUB and Kindle. Book excerpt:
