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La Publicidad Comportamental Online
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Book Synopsis La publicidad comportamental online by : Francisco Pérez Bes
Download or read book La publicidad comportamental online written by Francisco Pérez Bes and published by Editorial UOC. This book was released on 2012 with total page 99 pages. Available in PDF, EPUB and Kindle. Book excerpt: La publicidad comportamental (Online Behavioural Advertising) es una nueva modalidad publicitaria basada en el comportamiento de los usuarios. Su funcionamiento se basa en un rastreo temporal de la navegación por internet a través de tracking cookies para, posteriormente, segmentar los perfiles de navegación y en base a ellos, remitirles publicidad acorde a sus presumibles intereses. En esta obra analizaremos los elementos característicos de esta práctica, tales como su definición y los diferentes sujetos que intervienen en la misma, y la diferenciaremos de las figuras afines. Por último se analizará la regulación legal aplicable a la publicidad comportamental, así como las iniciativas de regulación que afectan a este ámbito.
Book Synopsis La publicidad online by : Alexandre López McVay
Download or read book La publicidad online written by Alexandre López McVay and published by . This book was released on 2014-02-07 with total page 122 pages. Available in PDF, EPUB and Kindle. Book excerpt: La publicidad online, cuyo crecimiento y desarrollo se esta produciendo a un ritmo vertiginoso gracias al avance de las nuevas tecnologias, tiene unas significantes implicaciones para los derechos de los usuarios, los cuales se ven cada vez menos resguardados y mas sometidos a la intrusion por parte de las diferentes partes implicadas en la publicidad online. Por su parte, la gran mayoria de los usuarios desconocen y/o no son conscientes de dichos riesgos y sus implicaciones.Por ello, en este libro se analizara la evolucion de la publicidad online y sus principales tipos, tales como la publicidad display o banners y la publicidad comportamental. Asimismo, se analizara el marco legal de la publicidad online de la Union Europea, Espana y Estados Unidos, y en base a este se detallaran los principales riesgos legales que, desde mi punto de vista, la publicidad online acarrea para los derechos de los usuarios.Finalmente, se indicaran una serie de propuestas personales que permitirian contrarrestar los riesgos legales detectados.
Book Synopsis Publicidad digital by : Esther Martínez Pastor
Download or read book Publicidad digital written by Esther Martínez Pastor and published by ESIC Editorial. This book was released on 2016-09-30 with total page 226 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.
Book Synopsis Measure What Matters by : Katie Delahaye Paine
Download or read book Measure What Matters written by Katie Delahaye Paine and published by John Wiley & Sons. This book was released on 2011-02-14 with total page 56 pages. Available in PDF, EPUB and Kindle. Book excerpt: In an online and social media world, measurement is the key to success If you can measure your key business relationships, you can improve them. Even though relationships are "fuzzy and intangible," they can be measured and managed-with powerful results. Measure What Matters explains simple, step-by-step procedures for measuring customers, social media reputation, influence and authority, the media, and other key constituencies. Based on hundreds of case studies about how organizations have used measurement to improve their reputations, strengthen their bottom lines, and improve efficiencies all around Learn how to collect the data that will help you better understand your competition, do strategic planning, understand key strengths and weaknesses, and better respond to customer preferences Author runs a successful blog and serves as a measurement consultant to companies such as Facebook, Southwest Airlines, Raytheon, and Allstate Don't draw conclusions or make key decisions based on guesswork. Instead, Measure What Matters and the difference will show in the most important measure: your bottom line.
Download or read book Hooky written by Míriam Bonastre Tur and published by Etch/Clarion Books. This book was released on 2021-09 with total page 389 pages. Available in PDF, EPUB and Kindle. Book excerpt: When Dani and Dorian missed the bus to magic school, they never thought they'd wind up declared traitors to their own kind! Now, thanks to a series of mishaps, they are being chased by powerful magic families seeking the prophesied King of Witches and royals searching for missing princes. But they aren't alone. With a local troublemaker, a princess, and a teacher who can see the future on their side, they might just be able to clear their names...but can they heal their torn kingdom?
Book Synopsis Long Walk to Freedom by : Nelson Mandela
Download or read book Long Walk to Freedom written by Nelson Mandela and published by Little, Brown. This book was released on 2008-03-11 with total page 598 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Essential reading for anyone who wants to understand history – and then go out and change it." –President Barack Obama Nelson Mandela was one of the great moral and political leaders of his time: an international hero whose lifelong dedication to the fight against racial oppression in South Africa won him the Nobel Peace Prize and the presidency of his country. After his triumphant release in 1990 from more than a quarter-century of imprisonment, Mandela was at the center of the most compelling and inspiring political drama in the world. As president of the African National Congress and head of South Africa's antiapartheid movement, he was instrumental in moving the nation toward multiracial government and majority rule. He is still revered everywhere as a vital force in the fight for human rights and racial equality. Long Walk to Freedom is his moving and exhilarating autobiography, destined to take its place among the finest memoirs of history's greatest figures. Here for the first time, Nelson Rolihlahla Mandela told the extraordinary story of his life -- an epic of struggle, setback, renewed hope, and ultimate triumph. The book that inspired the major motion picture Mandela: Long Walk to Freedom.
Book Synopsis Case Studies on Social Marketing by : M. Mercedes Galan-Ladero
Download or read book Case Studies on Social Marketing written by M. Mercedes Galan-Ladero and published by Springer. This book was released on 2019-02-20 with total page 254 pages. Available in PDF, EPUB and Kindle. Book excerpt: Social marketing has become an indispensable tool for all types of organizations worldwide. This book presents high-quality cases on the development, implementation, and analysis of different social marketing campaigns that have been created by non-governmental organizations, public administrations, and even businesses. The respective cases reflect the fact that, although social marketing was initially employed by public administrations and NGOs, the number of campaigns developed by all type of organizations, including businesses, is on the rise; in fact, Corporate Social Marketing is now considered to be one of the main CSR initiatives at businesses around the globe. Pursuing an international approach, the cases in the book explore social marketing practices from a diverse set of countries and cultures around the world.
Book Synopsis your name. Another Side:Earthbound, Vol. 2 (manga) by : Makoto Shinkai
Download or read book your name. Another Side:Earthbound, Vol. 2 (manga) written by Makoto Shinkai and published by Yen Press LLC. This book was released on 2019-12-24 with total page 196 pages. Available in PDF, EPUB and Kindle. Book excerpt: Mitsuha Miyamizu may be experiencing a mysterious bond with an unfamiliar Tokyo boy, but she's not the only member of her shrine-keeping family with transcendent connections. Her little sister, Yotsuha, finds herself getting a curiously closer look at the Miyamizu traditions. Their father, Toshiki, remembers his wife, Futaba, and all the love and pain.Discover more stories from the world of the award-winning film your name. and see the town-and history-of Itomori in a new light.
Book Synopsis The Future of Tourism by : Eduardo Fayos-Solà
Download or read book The Future of Tourism written by Eduardo Fayos-Solà and published by Springer. This book was released on 2018-08-22 with total page 343 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book presents the foundations for the future of tourism in a structured and detailed format. The who-is-who of tourism intelligence has collaborated to present a definitive blueprint for tourism reflecting the role of science, market institutions, and governance in its innovation and sustainability. The book adopts a comprehensive approach, exploring recent research and the latest developments in practice to inform the reader about instruments and actions that can shape a successful future for tourism. Broad in scope, the book incorporates the perspectives of leading tourism academics, as well as the views of tourism entrepreneurs, destination managers, government officials, and civil leaders. The book is divided into three parts, the first of which addresses the scientific facets of innovation, analyzing the challenges and opportunities that technology provides for organic and disruptive developments in tourism, which will shape its future. In turn, the second part examines socio-cultural paradigms – with a view to dismantling traditional barriers to innovation. It also explores the role of heritage and the ethics of inclusiveness as drivers for sustainable tourism. The third part investigates new ways and means in governance and policy making for tourism. It introduces advances such as strategic positioning, symbiotic partnerships, and innovative management, and closes by presenting governance frameworks for an inclusive and sustainable future of tourism.
Book Synopsis The Age of Surveillance Capitalism by : Shoshana Zuboff
Download or read book The Age of Surveillance Capitalism written by Shoshana Zuboff and published by PublicAffairs. This book was released on 2019-01-15 with total page 658 pages. Available in PDF, EPUB and Kindle. Book excerpt: The challenges to humanity posed by the digital future, the first detailed examination of the unprecedented form of power called "surveillance capitalism," and the quest by powerful corporations to predict and control our behavior. In this masterwork of original thinking and research, Shoshana Zuboff provides startling insights into the phenomenon that she has named surveillance capitalism. The stakes could not be higher: a global architecture of behavior modification threatens human nature in the twenty-first century just as industrial capitalism disfigured the natural world in the twentieth. Zuboff vividly brings to life the consequences as surveillance capitalism advances from Silicon Valley into every economic sector. Vast wealth and power are accumulated in ominous new "behavioral futures markets," where predictions about our behavior are bought and sold, and the production of goods and services is subordinated to a new "means of behavioral modification." The threat has shifted from a totalitarian Big Brother state to a ubiquitous digital architecture: a "Big Other" operating in the interests of surveillance capital. Here is the crucible of an unprecedented form of power marked by extreme concentrations of knowledge and free from democratic oversight. Zuboff's comprehensive and moving analysis lays bare the threats to twenty-first century society: a controlled "hive" of total connection that seduces with promises of total certainty for maximum profit -- at the expense of democracy, freedom, and our human future. With little resistance from law or society, surveillance capitalism is on the verge of dominating the social order and shaping the digital future -- if we let it.
Book Synopsis Croquette & Empanada by : Ana Oncina
Download or read book Croquette & Empanada written by Ana Oncina and published by Andrews McMeel Publishing. This book was released on 2019-06-04 with total page 128 pages. Available in PDF, EPUB and Kindle. Book excerpt: Croquette is looking for love—his sweet, silly other half. Empanada hopes she can find someone who accepts her for who she is. It’s a match made in tasty, tasty heaven. Internationally bestselling author Ana Oncina’s Croquette & Empanada explores modern love and domesticity with charming comics. Enjoy the antics of this adorable, culinary couple as they navigate romance and cohabitation, from deciding to move in together to purchasing their first pet.
Book Synopsis your name., Vol. 3 (manga) by : Makoto Shinkai
Download or read book your name., Vol. 3 (manga) written by Makoto Shinkai and published by Yen Press LLC. This book was released on 2018-04-10 with total page 168 pages. Available in PDF, EPUB and Kindle. Book excerpt: The third installment of the manga adaptation of the film that took the world by storm! To save Mitsuha and all of Itomori from the comet Tiamat, Taki joins up with Saya-chin and Tesshi to evacuate the town. But Mitsuha's father is stubborn and refuses to listen...
Book Synopsis Lady Chatterley's lover by : David Herbert Lawrence
Download or read book Lady Chatterley's lover written by David Herbert Lawrence and published by Taylor & Francis. This book was released on 2001 with total page 308 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis The Creator's Code by : Amy Wilkinson
Download or read book The Creator's Code written by Amy Wilkinson and published by Simon and Schuster. This book was released on 2016-03-22 with total page 240 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Based on in-depth interviews with more than 200 leading entrepreneurs, [including the founders of LinkedIn, Chipotle, eBay, Under Armour, Tesla Motors, SpaceX, Spanx, Airbnb, PayPal, JetBlue, Gilt Group, Theranos, and Dropbox], a business executive and senior fellow at [the Harvard Kennedy School] identifies the six essential disciplines needed to transform your ideas into real-world successes, whether you're an innovative manager or an aspiring entrepreneur"--
Book Synopsis Social Media in the Marketing Context by : Cherniece J. Plume
Download or read book Social Media in the Marketing Context written by Cherniece J. Plume and published by Chandos Publishing. This book was released on 2016-09-30 with total page 184 pages. Available in PDF, EPUB and Kindle. Book excerpt: Social media has provided endless opportunities for marketers, fuelling their desire to learn more about their consumers through this dynamic online environment. Yet many organisations are finding it difficult to create effective marketing strategies, making decisions that are based on research that is highly focused on the nature and boundaries of social media. The changing behaviour of consumers, variety of platforms and changing culture indicates that much of the research around this topic is still highly fragmented. Social Media in the Marketing Context: A State of the Art Analysis and Future Directions provides a comprehensive overview of the current literature surrounding social media and the marketing discipline, highlighting future development opportunities in both knowledge and practice. includes extensive literature search on social media in the context of the marketing discipline provides key areas for future research and recommendations for practitioners shows the importance for marketers of understanding individual behaviour on social media
Book Synopsis Women who Read are Dangerous by : Stefan Bollmann
Download or read book Women who Read are Dangerous written by Stefan Bollmann and published by . This book was released on 2008 with total page 160 pages. Available in PDF, EPUB and Kindle. Book excerpt: "This book brings together a selection of paintings, drawings, prints and photographs for women reading by a diverse range of artists from the Middle Ages to the present day. Each image is accompanied by a commentary explaining the context in which it was created - who the reader is, her relationship with the artist, and what she was reading. This book will appeal to book lovers and anyone interested in the depiction of women in art."--BOOK JACKET.
Book Synopsis Diaspora, Identity and the Media by : Myria Georgiou
Download or read book Diaspora, Identity and the Media written by Myria Georgiou and published by Hampton Press (NJ). This book was released on 2006 with total page 216 pages. Available in PDF, EPUB and Kindle. Book excerpt: "The presented output has two dimensions. It introduces the reader to the role of media in the construction of diasporic and migrant identities, while also revealing in empirical ways how this relation is actually uninitiated and sustained in everyday life and through complex spatial connections. The use of rich data collected in ethnographic research over two years unfolds the complex relation between identity and the media and indicates how media become significant agents for diaspora, identity and community. The research in London and New York City, the two ultimate global cities, offers a unique transnational and transatlantic contribution to the study of globalization, diaspora, media and identity."--BOOK JACKET.
