Bajo La Influencia Del Branded Content

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Branded entertainment. Cuando el Branded Content se convierte en entretenimiento

Author : de Aguilera Moyano, Joaquín
Publisher : ESIC
ISBN 13 : 841646264X
Total Pages : 404 pages
Book Rating : 4.4/5 (164 download)

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Book Synopsis Branded entertainment. Cuando el Branded Content se convierte en entretenimiento by : de Aguilera Moyano, Joaquín

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.

Handbook of Research on the Future of Advertising and Brands in the New Entertainment Landscape

Author : Miguélez-Juan, Blanca
Publisher : IGI Global
ISBN 13 : 1668439727
Total Pages : 463 pages
Book Rating : 4.6/5 (684 download)

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Book Synopsis Handbook of Research on the Future of Advertising and Brands in the New Entertainment Landscape by : Miguélez-Juan, Blanca

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.

Branded Content

Author : Jonathan Hardy
Publisher : Routledge
ISBN 13 : 1317278887
Total Pages : 238 pages
Book Rating : 4.3/5 (172 download)

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Book Synopsis Branded Content by : Jonathan Hardy

Download or read book Branded Content written by Jonathan Hardy and published by Routledge. This book was released on 2021-08-26 with total page 238 pages. Available in PDF, EPUB and Kindle. Book excerpt: This is a critical study of the changing relationship between media and marketing communications in the digital age. It examines the growth of content funded by brands, including brands’ own media, native advertising, and the integration of branded content across film, television, journalism and publishing, online, mobile, and social media. This ambitious historical, empirical, and theoretical study examines industry practices, policies, and ‘problems’, advancing a framework for analysis of communications governance. Featuring examples from the UK, US, EU, Asia, and other regions, it illustrates and explains industry practices, forms, and formats and their relationship with changing market conditions, policies, and regulation. The book provides a wide-ranging and incisive guide to contemporary advertising and media practices, to different arguments and perspectives on these practices arising in industry, policy, and academic contexts, and to the contribution made by critical scholarship, past and present. It also offers a critical review of industry, regulatory, societal, and academic literatures. Jonathan Hardy examines the erosion of the principle of separating advertising and media and calls for a new framework for distinguishing marketing communications across 21st-century communications. With a focus on key issues in industry, policy, and academic contexts, this is essential reading for students of media industries, advertising, marketing, and digital media.

Information Technology and Systems

Author : Álvaro Rocha
Publisher : Springer Nature
ISBN 13 : 3030682854
Total Pages : 616 pages
Book Rating : 4.0/5 (36 download)

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Book Synopsis Information Technology and Systems by : Álvaro Rocha

Download or read book Information Technology and Systems written by Álvaro Rocha and published by Springer Nature. This book was released on 2021-01-30 with total page 616 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is composed by the papers written in English and accepted for presentation and discussion at The 2021 International Conference on Information Technology & Systems (ICITS 21), held at the Universidad Estatal Península de Santa Elena, in Libertad, Ecuador, between the 10th and the 12th of February 2021. ICITS is a global forum for researchers and practitioners to present and discuss recent findings and innovations, current trends, professional experiences and challenges of modern information technology and systems research, together with their technological development and applications. The main topics covered are information and knowledge management; organizational models and information systems; software and systems modelling; software systems, architectures, applications and tools; multimedia systems and applications; computer networks, mobility and pervasive systems; intelligent and decision support systems; big data analytics and applications; human–computer interaction; ethics, computers & security; health informatics; and information technologies in education.

Innovation in Advertising and Branding Communication

Author : Lluís Mas-Manchón
Publisher : Routledge
ISBN 13 : 1000198278
Total Pages : 168 pages
Book Rating : 4.0/5 (1 download)

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Book Synopsis Innovation in Advertising and Branding Communication by : Lluís Mas-Manchón

Download or read book Innovation in Advertising and Branding Communication written by Lluís Mas-Manchón and published by Routledge. This book was released on 2020-10-07 with total page 168 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book addresses innovative and new aspects of branding and advertising communication, by drawing on a broad, interdisciplinary range of theories, methods and techniques– from body image, identity and mental imagery, to self-exposure and LCM4P – intersecting with branding and advertising constructs and practices. The editor combines the perspectives of an international group of scholars to establish new theoretical frameworks and proposes new methodological designs to conduct comprehensive studies in the field. Situated at the intersection between society, communication and psychology, each chapter presents an innovative approach to branding and advertising research. The book explores topics such as social robots, body image in video advertising, brand personality, transmedia personal brands, erotic content in commercial images, and brand fandom communities. Innovation in Advertising and Branding Communication will be a valuable resource for scholars working in the fields of marketing communication, branding and advertising, online communication, sociology, social psychology and linguistics

Handbook of Research on Transmedia Storytelling, Audience Engagement, and Business Strategies

Author : Hernández-Santaolalla, Víctor
Publisher : IGI Global
ISBN 13 : 1799831205
Total Pages : 457 pages
Book Rating : 4.7/5 (998 download)

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Book Synopsis Handbook of Research on Transmedia Storytelling, Audience Engagement, and Business Strategies by : Hernández-Santaolalla, Víctor

Download or read book Handbook of Research on Transmedia Storytelling, Audience Engagement, and Business Strategies written by Hernández-Santaolalla, Víctor and published by IGI Global. This book was released on 2020-04-24 with total page 457 pages. Available in PDF, EPUB and Kindle. Book excerpt: As media evolves with technological improvement, communication changes alongside it. In particular, storytelling and narrative structure have adapted to the new digital landscape, allowing creators to weave immersive and enticing experiences that captivate viewers. These experiences have great potential in marketing and advertising, but the medium’s methods are so young that their potential and effectiveness is not yet fully understood. Handbook of Research on Transmedia Storytelling, Audience Engagement, and Business Strategies is a collection of innovative research that explores transmedia storytelling and digital marketing strategies in relation to audience engagement. Highlighting a wide range of topics including promotion strategies, business models, and prosumers and influencers, this book is ideally designed for digital creators, advertisers, marketers, consumer analysts, media professionals, entrepreneurs, managers, executives, researchers, academicians, and students.

Bajo la influencia del branded content

Author : Antón Álvarez Ruiz
Publisher : ESIC Editorial
ISBN 13 : 8473567412
Total Pages : 212 pages
Book Rating : 4.4/5 (735 download)

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Book Synopsis Bajo la influencia del branded content by : Antón Álvarez Ruiz

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».

Fit Men Cook

Author : Kevin Curry
Publisher : Simon and Schuster
ISBN 13 : 1501178733
Total Pages : 320 pages
Book Rating : 4.5/5 (11 download)

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Book Synopsis Fit Men Cook by : Kevin Curry

Download or read book Fit Men Cook written by Kevin Curry and published by Simon and Schuster. This book was released on 2018-12-04 with total page 320 pages. Available in PDF, EPUB and Kindle. Book excerpt: The fitness influencer and creator of the #1 bestselling Food & Drink app, FitMenCook, shares 100 easy, quick meal prep recipes that will save you time, money, and inches on your waistline—helping you to get healthy on your own terms. We like to be inspired when it comes to food. No one enjoys cookie-cutter meal plans, bland recipes, or eating the same thing every day. Instead of worrying about what to eat and how it’s going to affect our bodies, we should embrace food freedom—freedom to create flavorful meals, but in a more calorie-conscious way; freedom to indulge occasionally while being mindful of portions; and freedom to achieve wellness goals without breaking the bank. In Fit Men Cook, Kevin Curry, fitness expert and social media sensation with millions of followers and hundreds of thousands of downloads on his app, shares everything you need to live a healthy life each day—from grocery lists to common dieting pitfalls to his ten commandments of meal prep—as well as his personal story of overcoming depression and weight gain to start a successful business and fitness movement. This guide also includes 100+ easy and flavorful recipes like Southern-Inspired Banana Corn Waffles, Sweet Potato Whip, Juicy AF Moroccan Chicken, and many more to help you plan your week and eat something new and nutritious each day. With Fit Men Cook, you can create exciting, satisfying meals and be on your way to losing weight for good. After all, bodies may be sculpted at the gym, but they are built in the kitchen.

Brand Sense

Author : Martin Lindstrom
Publisher : Simon and Schuster
ISBN 13 : 1439172013
Total Pages : 194 pages
Book Rating : 4.4/5 (391 download)

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Book Synopsis Brand Sense by : Martin Lindstrom

Download or read book Brand Sense written by Martin Lindstrom and published by Simon and Schuster. This book was released on 2010-02-02 with total page 194 pages. Available in PDF, EPUB and Kindle. Book excerpt: The definitive book on sensory branding, shows how companies appeal to consumers’ five senses to sell products. Did you know that the gratifying smell that accompanies the purchase of a new automobile actually comes from a factory-installed aerosol can containing “new car” aroma? Or that Kellogg’s trademarked “crunch” is generated in sound laboratories? Or that the distinctive click of a just-opened jar of Nescafé freeze-dried coffee, as well as the aroma of the crystals, has been developed in factories over the past decades? Or that many adolescents recognize a pair of Abercrombie & Fitch jeans not by their look or cut but by their fragrance? In perhaps the most creative and authoritative book on how our senses affect our everyday purchasing decisions, global branding guru Martin Lindstrom reveals how the world’s most successful companies and products integrate touch, taste, smell, sight, and sound with startling and sometimes even shocking results. In conjunction with renowned research institution Millward Brown, Lindstrom’s innovative worldwide study unveils how all of us are slaves to our senses—and how, after reading this book, we’ll never be able to see, hear, or touch anything from our running shoes to our own car doors the same way again. An expert on consumer shopping behavior, Lindstrom has helped transform the face of global marketing with more than twenty years of hands-on experience. Firmly grounded in science, and disclosing the secrets of all our favorite brands, Brand Sense shows how we consumers are unwittingly seduced by touch, smell, sound, and more.

The Content Analysis Reader

Author : Klaus Krippendorff
Publisher : SAGE
ISBN 13 : 1412949661
Total Pages : 993 pages
Book Rating : 4.4/5 (129 download)

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Book Synopsis The Content Analysis Reader by : Klaus Krippendorff

Download or read book The Content Analysis Reader written by Klaus Krippendorff and published by SAGE. This book was released on 2009 with total page 993 pages. Available in PDF, EPUB and Kindle. Book excerpt: Compiled and edited by a recognized leader in the field and author of the best-selling text on content analysis of recent times.

The Craft and Science of Coffee

Author : Britta Folmer
Publisher : Academic Press
ISBN 13 : 0128035587
Total Pages : 558 pages
Book Rating : 4.1/5 (28 download)

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Book Synopsis The Craft and Science of Coffee by : Britta Folmer

Download or read book The Craft and Science of Coffee written by Britta Folmer and published by Academic Press. This book was released on 2016-12-16 with total page 558 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Craft and Science of Coffee follows the coffee plant from its origins in East Africa to its current role as a global product that influences millions of lives though sustainable development, economics, and consumer desire.For most, coffee is a beloved beverage. However, for some it is also an object of scientifically study, and for others it is approached as a craft, both building on skills and experience. By combining the research and insights of the scientific community and expertise of the crafts people, this unique book brings readers into a sustained and inclusive conversation, one where academic and industrial thought leaders, coffee farmers, and baristas are quoted, each informing and enriching each other.This unusual approach guides the reader on a journey from coffee farmer to roaster, market analyst to barista, in a style that is both rigorous and experience based, universally relevant and personally engaging. From on-farming processes to consumer benefits, the reader is given a deeper appreciation and understanding of coffee's complexity and is invited to form their own educated opinions on the ever changing situation, including potential routes to further shape the coffee future in a responsible manner. - Presents a novel synthesis of coffee research and real-world experience that aids understanding, appreciation, and potential action - Includes contributions from a multitude of experts who address complex subjects with a conversational approach - Provides expert discourse on the coffee calue chain, from agricultural and production practices, sustainability, post-harvest processing, and quality aspects to the economic analysis of the consumer value proposition - Engages with the key challenges of future coffee production and potential solutions

Investing with Volume Analysis

Author : Buff Pelz Dormeier
Publisher : FT Press
ISBN 13 : 0132613298
Total Pages : 464 pages
Book Rating : 4.1/5 (326 download)

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Book Synopsis Investing with Volume Analysis by : Buff Pelz Dormeier

Download or read book Investing with Volume Analysis written by Buff Pelz Dormeier and published by FT Press. This book was released on 2011-03-16 with total page 464 pages. Available in PDF, EPUB and Kindle. Book excerpt: In the continual pursuit for higher profits, investors and traders alike often assume significantly higher risks while chasing the next hot opportunity. Other more sophisticated investors attempt to employ complicated indicators while not fully understanding the information the indicator was designed to reveal. On the other hand, savvy investors employ analysis to gauge the market, positioning themselves to potentially earn higher profits with significantly less risk. Volume analysis attempts to delve deep inside the market trends to help identify shifts within the markets. Investing with Volume Analysis: Identify, Follow, and Profit from Trendspresents an enlightened perspective on the role of volume, not only in pragmatic terms but also in terms of apprehending the underlying rationale of how and why. Award-winning technical analyst Buff Pelz Dormeier teaches state-of-the-art methods for analyzing the relationship of volume to price movements and the evolution of market trends.

Online Social Sciences

Author : Bernad Batinic
Publisher : Seattle ; Toronto : Hogrefe & Huber Publishers
ISBN 13 :
Total Pages : 444 pages
Book Rating : 4.F/5 ( download)

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Book Synopsis Online Social Sciences by : Bernad Batinic

Download or read book Online Social Sciences written by Bernad Batinic and published by Seattle ; Toronto : Hogrefe & Huber Publishers. This book was released on 2002 with total page 444 pages. Available in PDF, EPUB and Kindle. Book excerpt: More researchers in social sciences and market research want to use the Internet to obtain data. This text provides comprehensive information, from the basics upwards, about online research methods, technical approaches to data collection and the qualityand limitations of data collected online.

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.

Kingdom Single

Author : Tony Evans
Publisher : NavPress
ISBN 13 : 1684281199
Total Pages : 240 pages
Book Rating : 4.6/5 (842 download)

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Book Synopsis Kingdom Single by : Tony Evans

Download or read book Kingdom Single written by Tony Evans and published by NavPress. This book was released on 2018-08-21 with total page 240 pages. Available in PDF, EPUB and Kindle. Book excerpt: If you’re single and feeling incomplete or even like a second-class citizen in Christian circles, Dr. Tony Evans wants to encourage you to live fully where you are. Kingdom Single will encourage you to see yourself as complete in Christ and free to serve Him. It will empower you to live as Kingdom men and women in a corrupt culture. Tony Evans is a much-loved pastor and known for his sense of knowing when to encourage and when to lovingly admonish, to help people become who God calls them to be. If you are single and reading this book—or if you lead or pastor singles—your identity in Christ will be affirmed. Additionally, you will receive coaching for what to look for in a prospective spouse, and be challenged to live godly lives while pursuing Kingdom causes.

The Lamb's Agenda

Author : Samuel Rodriguez
Publisher : Thomas Nelson Inc
ISBN 13 : 1400204496
Total Pages : 257 pages
Book Rating : 4.4/5 (2 download)

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Book Synopsis The Lamb's Agenda by : Samuel Rodriguez

Download or read book The Lamb's Agenda written by Samuel Rodriguez and published by Thomas Nelson Inc. This book was released on 2013 with total page 257 pages. Available in PDF, EPUB and Kindle. Book excerpt: In The Lamb's Agenda Samuel Rodriguez offers a blueprint for Christian rejuvenation, a prophetic call to orient our lives at the nexus of the cross.

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.