El Product Placement Como Mensaje Hibrido Entre Publicidad Tradicional Y Publicity

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El "product placement" como mensaje híbrido entre publicidad tradicional y "publicity"

Author : Jorge Maraña Nicolás
Publisher :
ISBN 13 :
Total Pages : pages
Book Rating : 4.:/5 (129 download)

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Book Synopsis El "product placement" como mensaje híbrido entre publicidad tradicional y "publicity" by : Jorge Maraña Nicolás

Download or read book El "product placement" como mensaje híbrido entre publicidad tradicional y "publicity" written by Jorge Maraña Nicolás and published by . This book was released on 2016 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: Estamos en un mundo saturado por mensajes de marcas y sus productos, en el que los consumidores oyen pero no escuchan la publicidad tradicional. Es por eso que los anunciantes han tenido que buscar nuevas formas de comunicación como el product placement o emplazamiento de productos. Se expondrá aspectos de la marca y se analizará más profundamente el product placement como mensaje híbrido entre la publicidad tradicional y la publicity. Además, se podrá ver que los beneficios de esta técnica son tanto para el anunciante, incrementando la notoriedad de su marca, como de la productora audiovisual reduciendo los costes de su producción. Por último, se realizará un estudio a través de una encuesta personal para ver como valora el público esta técnica a la hora de ver series de televisión, películas, videoclips, etc. Palabras clave: marca, branding, comunicación, emplazamiento, marketing, producción audiovisual, anunciante, publicidad, notoriedad, mensaje híbrido, publicidad tradicional, publicity, product placement.

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.

Product placement

Author : Camille-Coralie Bouton
Publisher :
ISBN 13 : 9788436826296
Total Pages : 120 pages
Book Rating : 4.8/5 (262 download)

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Book Synopsis Product placement by : Camille-Coralie Bouton

Download or read book Product placement written by Camille-Coralie Bouton and published by . This book was released on 2012-02 with total page 120 pages. Available in PDF, EPUB and Kindle. Book excerpt: Para los anunciantes, una comunicación clara e impactante ante un público cada vez más exigente representa hoy en día un gran desafío. Así lo exige el desarrollo de las nuevas tecnologías y el cambiante perfil del consumidor. En este panorama mediático fluctuante, el emplazamiento de productos se plantea como un medio de comunicación alternativo interesante. Pero ¿qué hay detrás de este concepto?, ¿por qué cobra toda su importancia esta técnica de marketing en una época de máxima regulación e incluso de prohibición de la publicidad convencional en los canales de televisión tradicionales?, ¿qué papel podrá desempeñar el product placement?, ¿acaso el product placement sustituirá la publicidad convencional?, ¿tiene futuro en los canales de televisión de pago?, ¿qué opinan los anunciantes y las productoras de contenido actuales?, ¿ven en el emplazamiento de productos un potencial de desarrollo? Estas preguntas han sido la fuente de inspiración de esta obra.

Imagen de marca y product placement

Author : Baños González, Miguel
Publisher : ESIC
ISBN 13 : 8416701474
Total Pages : 336 pages
Book Rating : 4.4/5 (167 download)

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Book Synopsis Imagen de marca y product placement by : Baños González, Miguel

Download or read book Imagen de marca y product placement written by Baños González, Miguel and published by ESIC. This book was released on 2012-05-24 with total page 336 pages. Available in PDF, EPUB and Kindle. Book excerpt: Desde que las marcas modernas hicieron su aparición, los mensajes de los anunciantes han pasado a centrarse, más que en los objetos que producen, en las marcas que los diferencian, poniendo de relieve la importancia de los intangibles en sus comunicaciones. Por otra parte, la situación de medios y mercados, donde la saturación dificulta la eficacia de los mensajes comerciales, obliga a investigar sobre nuevas fórmulas para llegar a los potenciales consumidores. Dentro de este contexto, el product placement se muestra como una herramienta con muchas ventajas tanto para anunciantes como para productoras audiovisuales. En este libro se analiza en profundidad la marca en todas sus vertientes (imagen, identidad, posicionamiento, valor…) y su relación con el emplazamiento del producto; una técnica que facilita el encuentro del potencial consumidor con las marcas en un “espacio” que él elige voluntariamente. Pero el product placement es una técnica compleja; a través de ella el mensaje comercial de un anunciante se integra dentro de un mensaje con otros objetivos. Y la marca tiene que ocupar el espacio que le corresponde, porque tanto por exceso como por defecto, el resultado puede ser negativo. A través de un amplio recorrido por el emplazamiento de producto se muestran sus posibilidades, los riesgos que supone y como evitarlos, sus ventajas, el papel de la marca, la medida de su efectos… En resumen, en sus páginas se puede encontrar una ayuda para que todos, tanto profesionales como investigadores, lleguen a conocer las claves para su eficacia. Índice Prólogo de Ricardo H. Ontalba.- Introducción.- La marca.- Dimensiones operativas de la marca.- El branding.- Product placement.- El product placement como herramienta de comunicación. Bibliografía.

Content Marketing

Author : Rebecca Lieb
Publisher : Que Publishing
ISBN 13 : 0789748371
Total Pages : 239 pages
Book Rating : 4.7/5 (897 download)

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Book Synopsis Content Marketing by : Rebecca Lieb

Download or read book Content Marketing written by Rebecca Lieb and published by Que Publishing. This book was released on 2012 with total page 239 pages. Available in PDF, EPUB and Kindle. Book excerpt: If you have a website, a blog, or even a Facebook or Twitter presence, you are a publisher. Think like one: build a digital content strategy that embraces words, images and multimedia to systematically enhance consumer engagement and conversion rates. Lieb guides you through planning what you'll say online, how and where you'll say it, how often you'll communicate, and how you'll measure your effectiveness. She offers practical guidance for "listening" to conversations about your brand, products, and services, responding more effectively, and effectively informing those conversations. You'll learn how to use your digital content strategy to shape marketing, branding, PR, SEO, customer and media relations, blog content, social media initiatives, and your website. (bron: www.managementboek.nl).

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.

Hollywood Before Glamour

Author : M. Tolini Finamore
Publisher : Springer
ISBN 13 : 023038949X
Total Pages : 247 pages
Book Rating : 4.2/5 (33 download)

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Book Synopsis Hollywood Before Glamour by : M. Tolini Finamore

Download or read book Hollywood Before Glamour written by M. Tolini Finamore and published by Springer. This book was released on 2013-01-28 with total page 247 pages. Available in PDF, EPUB and Kindle. Book excerpt: This exploration of fashion in American silent film offers fresh perspectives on the era preceding the studio system, and the evolution of Hollywood's distinctive brand of glamour. By the 1910s, the moving image was an integral part of everyday life and communicated fascinating, but as yet un-investigated, ideas and ideals about fashionable dress.

The Basque Dialect of Lekeitio

Author : José Ignacio Hualde
Publisher : Universidad del Pais Vasco
ISBN 13 :
Total Pages : 348 pages
Book Rating : 4.:/5 (31 download)

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Book Synopsis The Basque Dialect of Lekeitio by : José Ignacio Hualde

Download or read book The Basque Dialect of Lekeitio written by José Ignacio Hualde and published by Universidad del Pais Vasco. This book was released on 1994 with total page 348 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is a study of the Basque variety spoken in Lekeitio (Vizcaya). As such we have intended to make a direct contribution to Basque dialectology, aiming at setting certain standards for research in this area. In addition, we believe that some of the materials assembled in this work will be of interest to a larger audience beyond Basque specialists. It is for this reason that we decided to write the present book in English. In our opinion, certain linguistic aspects are treated in more detail here than in any previous work on any other Basque variety. A case in point would be accentuation, both at the lexical level and in its relation to the syntactic process of focalization.

A Frequency Dictionary of Spanish

Author : Mark Davies
Publisher : Routledge
ISBN 13 : 1134874537
Total Pages : 1457 pages
Book Rating : 4.1/5 (348 download)

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Book Synopsis A Frequency Dictionary of Spanish by : Mark Davies

Download or read book A Frequency Dictionary of Spanish written by Mark Davies and published by Routledge. This book was released on 2017-12-12 with total page 1457 pages. Available in PDF, EPUB and Kindle. Book excerpt: A Frequency Dictionary of Spanish has been fully revised and updated, including over 500 new entries, making it an invaluable resource for students of Spanish. Based on a new web-based corpus containing more than 2 billion words collected from 21 Spanish-speaking countries, the second edition of A Frequency Dictionary of Spanish provides the most expansive and up-to-date guidelines on Spanish vocabulary. Each entry is accompanied with an illustrative example and full English translation. The Dictionary provides a rich resource for language teaching and curriculum design, while a separate CD version provides the full text in a tab-delimited format ideally suited for use by corpus and computational linguistics. With entries arranged both by frequency and alphabetically, A Frequency Dictionary of Spanish enables students of all levels to get the most out of their study of vocabulary in an engaging and efficient way.

Practicing Memory in Central American Literature

Author : N. Caso
Publisher : Palgrave Macmillan
ISBN 13 : 9781349382750
Total Pages : 288 pages
Book Rating : 4.3/5 (827 download)

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Book Synopsis Practicing Memory in Central American Literature by : N. Caso

Download or read book Practicing Memory in Central American Literature written by N. Caso and published by Palgrave Macmillan. This book was released on 2010-04-14 with total page 288 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is an analysis of twentieth-century historical fiction from Central America, tracing the active interplay between language, space, and memory.

Women Modernists and Fascism

Author : Annalisa Zox-Weaver
Publisher : Cambridge University Press
ISBN 13 : 113950312X
Total Pages : 247 pages
Book Rating : 4.1/5 (395 download)

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Book Synopsis Women Modernists and Fascism by : Annalisa Zox-Weaver

Download or read book Women Modernists and Fascism written by Annalisa Zox-Weaver and published by Cambridge University Press. This book was released on 2011-09-08 with total page 247 pages. Available in PDF, EPUB and Kindle. Book excerpt: Modernism both influenced and was fascinated by the rhetorical and aesthetic manifestations of fascism. In examining how four artists and writers represented fascist leaders, Annalisa Zox-Weaver aims to achieve a more complex understanding of the modernist political imagination. She examines how photographer Lee Miller, filmmaker Leni Riefenstahl, writer Gertrude Stein and journalist Janet Flanner interpret, dramatize and exploit Hitler, Göring and Pétain. Within their own artistic medium, each of these modernists explore confrontations between private and public identity, and historical narrative and the construction of myth. This study makes use of extensive archival material, such as letters, photographs, journals, unpublished manuscripts and ephemera, and includes ten illustrations. This interdisciplinary perspective opens up wider discussions of the relationship between artists and dictators, modernism and fascism, and authority and representation.

Qualitative Inquiry and the Politics of Research

Author : Norman K Denzin
Publisher : Left Coast Press
ISBN 13 : 1629581631
Total Pages : 216 pages
Book Rating : 4.6/5 (295 download)

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Book Synopsis Qualitative Inquiry and the Politics of Research by : Norman K Denzin

Download or read book Qualitative Inquiry and the Politics of Research written by Norman K Denzin and published by Left Coast Press. This book was released on 2015-05-31 with total page 216 pages. Available in PDF, EPUB and Kindle. Book excerpt: Cover -- Half Title -- Title Page -- Copyright Page -- Table of Contents -- Dedication -- Acknowledgments -- Introduction: Qualitative Inquiry and the Politics of Research -- 1. An Unfinished Dialogue about Problematizing Knowledge Production in the Peer Review Process -- 2. Critical Qualitative Research in Global Neoliberalism: Foucault, Inquiry, and Transformative Possibilities -- 3. Practices for the 'New' in the New Empiricisms, the New Materialisms, and Post Qualitative Inquiry -- 4. The Work of Thought and the Politics of Research: (Post)qualitative Research -- 5. Qualitative Data Analysis 2.0: Developments, Trends, Challenges -- 6. Critical Autoethnography as Intersectional Praxis: A Performative Pedagogical Interplay on Bleeding Borders of Identity -- 7. Writing Myself into Winesburg, Ohio -- 8. The Three Rs-Remembering, Revisiting, Reworking: How We Think, but Not in Schools -- 9. Teaching Reflexivity in Qualitative Research: Fostering a Research Life Style -- 10. Coda: The Death of Data -- Index -- About the Authors

Diccionario Jurídico Inglés-español Y Español-inglés Wiley

Author : Steven M. Kaplan
Publisher : John Wiley & Sons
ISBN 13 :
Total Pages : 640 pages
Book Rating : 4.F/5 ( download)

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Book Synopsis Diccionario Jurídico Inglés-español Y Español-inglés Wiley by : Steven M. Kaplan

Download or read book Diccionario Jurídico Inglés-español Y Español-inglés Wiley written by Steven M. Kaplan and published by John Wiley & Sons. This book was released on 1993 with total page 640 pages. Available in PDF, EPUB and Kindle. Book excerpt: In today's "global village", nearly 450 million people speak English while another 350 million speak Spanish. The United States alone, with its more than 22 million Hispanic Americans, is now considered by many to be a bilingual society. As the practice of law and the resolution of legal issues, to a great extent, is all about precise communication, the impact of this on legal and business professionals is obvious - Spanish/English, English/Spanish translations are fast becoming an indispensable component of any thriving law practice or business, be it a small company or a multinational corporation. Translations are now routinely required for trials, contracts, real estate and financial transactions, and in many other situations. Clearly then, the need for a comprehensive bilingual reference such as this one has never been greater. Wiley's English/Spanish and Spanish/English Legal Dictionary offers comprehensive, up-to-date coverage of more than 40,000 essential words and phrases spanning all legal disciplines and subdisciplines including construction, real estate, insurance, business, trial, environmental law, intellectual property, family law, and more. It was written by a professional translator in collaboration with an advisory committee comprising attorneys from some of the most prominent firms in the international legal community. Featuring an extremely user-friendly format, the Dictionary was designed for quick reference. It directs you instantly to the precise equivalent you need without first "rerouting" you through a maze of other irrelevant terms and phrases. Gender neutral equivalents are provided, and in cases where the nongender neutral term is the norm, both are given.Wiley's English/Spanish and Spanish/English Legal Dictionary puts all important English and Spanish legal terms at the fingertips of attorneys, businesspeople, paralegals, and law students. It belongs on the shelves of law firms, libraries, businesses, and international agencies. It is also an essential communications tool for translators, interpreters, and civil servants.

Desperately Seeking the Audience

Author : Ien Ang
Publisher : Routledge
ISBN 13 : 1134940424
Total Pages : 185 pages
Book Rating : 4.1/5 (349 download)

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Book Synopsis Desperately Seeking the Audience by : Ien Ang

Download or read book Desperately Seeking the Audience written by Ien Ang and published by Routledge. This book was released on 2006-06-28 with total page 185 pages. Available in PDF, EPUB and Kindle. Book excerpt: Millions of people all over the world are avid members of the television audience. Yet, despite the central place television occupies in contemporary culture, our understanding of its complex and dynamic role in everyday life remains surprisingly limited. Focusing on the television audience, Ien Ang asks why we understand so little about its nature, and argues that our ignorance arises directly out of the biases inherent in prevailing official knowledge about it. She sets out to deconstruct the assumptions of this official knowledge by exploring the territory where it is mainly produced - the television institutions. Ang draws on Foucault's theory of power/knowledge to scrutinize television's desperate search for the audience, and to identify differences and similarities in the approaches of American commercial television and European public service television to their audiences. She looks carefully at recent developments in the field of ratings research, in particular the controversial introduction of the `people meter' as an instrument for measuring the television audience. By defining the limits and limitations of these institutional procedures of knowledge production, Ien Ang opens up new avenues for understanding television audiences. Her ethnographic perspective on the television audience gives new insights into our television culture, with the audience seen not as an object to be controlled, but as an active social subject, engaging with television in a variety of cultural and creative ways.

Fashion Media

Author : Djurdja Bartlett
Publisher : A&C Black
ISBN 13 : 0857853082
Total Pages : 254 pages
Book Rating : 4.8/5 (578 download)

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Book Synopsis Fashion Media by : Djurdja Bartlett

Download or read book Fashion Media written by Djurdja Bartlett and published by A&C Black. This book was released on 2013-12-19 with total page 254 pages. Available in PDF, EPUB and Kindle. Book excerpt: The fashion media is in the midst of deep social and technological change. Including a broad range of case studies, from fashion plates to fashion films, and from fashion magazines to fashion blogs, this ground-breaking book provides an up-to-date examination of the role and significance of this field. Winner of the PCA/ACA Ray and Pat Browne Award for Best Edited Collection, Fashion Media includes chapters written by international scholars covering topics from historic magazine cultures and contemporary digital innovations to art and film, exploring themes such as gender, ethnicity, design, taste and authorship. Highlighting the complexity of processes that bind design, design, technology, society and identity together, Fashion Media will be of be essential reading for students of fashion studies, cultural studies, visual culture studies, design history, communications and art and design practice and theory.

In a State of Memory

Author : Tununa Mercado
Publisher : U of Nebraska Press
ISBN 13 : 9780803231573
Total Pages : 192 pages
Book Rating : 4.2/5 (315 download)

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Book Synopsis In a State of Memory by : Tununa Mercado

Download or read book In a State of Memory written by Tununa Mercado and published by U of Nebraska Press. This book was released on 2001-01-01 with total page 192 pages. Available in PDF, EPUB and Kindle. Book excerpt: Through flashbacks, recollections, and short narratives, this story powerfully communicates an individual's experience of exile from an emotional and psychological perspective while at the same time linking the individual experience to the collective one."--BOOK JACKET.

Construction Extension to the PMBOK® Guide

Author : Project Management Institute
Publisher :
ISBN 13 : 9781628250909
Total Pages : 215 pages
Book Rating : 4.2/5 (59 download)

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Book Synopsis Construction Extension to the PMBOK® Guide by : Project Management Institute

Download or read book Construction Extension to the PMBOK® Guide written by Project Management Institute and published by . This book was released on 2016-10-01 with total page 215 pages. Available in PDF, EPUB and Kindle. Book excerpt: A Guide to the Project Management Body of Knowledge (PMBOK� Guide) provides generalized project management guidance applicable to most projects most of the time. In order to apply this generalized guidance to construction projects, the Project Management Institute has developed the Construction Extension to the PMBOK� Guide. This Construction Extension provides construction-specific guidance for the project management practitioner for each of the PMBOK� Guide Knowledge Areas, as well as guidance in these additional areas not found in the PMBOK� Guide: * All project resources, rather than just human resources * Project health, safety, security, and environmental management * Project financial management, in addition to cost * Management of claims in construction This edition of the Construction Extension also follows a new structure, discussing the principles in each of the Knowledge Areas rather than discussing the individual processes. This approach broadens the applicability of the Construction Extension by increasing the focus on the "what” and "why” of construction project management. This Construction Extension also includes discussion of emerging trends and developments in the construction industry that affect the application of project management to construction projects.