Estudio De Las Variables Utilizadas Por Los Anunciantes En Su Relaci N Con Los Medios
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Estudio De Las Variables Utilizadas Por Los Anunciantes En Su Relaci N Con Los Medios
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Author : VV.AA.
language : es
Publisher: ESIC Editorial
Release Date : 2016-11-25
Estudio De Las Variables Utilizadas Por Los Anunciantes En Su Relaci N Con Los Medios written by VV.AA. and has been published by ESIC Editorial this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-11-25 with Business & Economics categories.
El actual panorama de la comunicación es extraordinariamente complejo. Sin duda la crisis económica, -y la propia globalización-, ha contribuido e incluso retrasado algunos avances que ya se estaban produciendo en la gestión de intangibles por parte de algunas compañías; como por ejemplo, los aspectos relacionados con la gestión ética de las organizaciones o el análisis prospectivo de la ética de los mensajes comerciales y mediáticos. En la actualidad, sin embargo, este retraso ha distorsionado algunos de estos avances y ha situado al mercado de la comunicación en una situación mezcla de contradicciones y paradojas, donde se relaciona la innovación y las rutinas más viejas y conocidas. El estudio que aquí se presenta, se enfrenta con una primera dificultad que se relaciona con el propio lenguaje que estamos en condiciones de utilizar. Porque, en efecto, resulta ya una rutina en el ámbito de la comunicación comercial el uso de conceptos absolutamente superados a los que, por lo mismo, se le otorgan los más diferentes significados en función de la intencionalidad de cada interlocutor o de cada momento; y ello sin nombrar el abuso de los conceptos anglosajones que lo único que hacen, en muchas ocasiones, es perjudicar la claridad el sentido real que se pretende trasladar cuando no la propia riqueza del lenguaje castellano.
Medici N De Audiencias Tom Micro Utilidades En La Elaboraci N De Un Plan De Medios
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Author : Belén Ávila Rodríguez de Mier, Francisco Llamazares Redondo
language : en
Publisher: ESIC
Release Date :
Medici N De Audiencias Tom Micro Utilidades En La Elaboraci N De Un Plan De Medios written by Belén Ávila Rodríguez de Mier, Francisco Llamazares Redondo and has been published by ESIC this book supported file pdf, txt, epub, kindle and other format this book has been release on with categories.
La audiencia es la principal moneda de cambio de la publicidad: los medios diseñan sus contenidos en función del interés que despiertan en su audiencia y venden masas de audiencia de alto interés comercial. Por su parte, anunciantes y agencias compran espacios que les permitan alcanzar, de la mejor manera posible, a su público objetivo. De lo anterior se deriva la importancia que la investigación y medición de audiencias ha adquirido en el proceso de trabajo publicitario. Medición de audiencias: TOM Micro. Utilidades en la elaboración de un Plan de Medios, es un cuaderno de documentación pensado tanto para estudiantes de grado y posgrado como para aquellos profesionales que estén interesados en adentrarse en el mundo de la medición de audiencias y de la planificación de medios publicitarios. A lo largo de estas páginas se pretende familiarizar al lector con los conceptos básicos de la planificación de medios así como mostrar las principales aportaciones del software TOM Micro en el proceso de toma de decisiones estratégicas y tácticas de medios. El contenido se encuentra estructurado en tres grandes bloques: 1) Fuentes de medición de audiencias. Este primer apartado comienza con la historia y metodología de medición del Estudio General de Medios (EGM), trabajo de campo de cuyos datos se alimenta el software de planificación de medios TOM Micro. Además, se introducen organizaciones de relevancia para el sector publicitario como son la Asociación para la Investigación de Medios de Comunicación (AIMC), Kantar Media, comScore, Oficina de Justificación de la Difusión (OJD), Infoadex o Arce Media. Por último, se plantean cuatro cuestiones que invitan al lector a reflexionar sobre la medición de audiencias en el mercado español. 2) Conceptos básicos de la planificación de medios. En esta unidad se pretende familiarizar al lector con la terminología propia de la medición de audiencias y de la planificación de medios. Se parte de conceptos generales (medio, soporte, formato, posicionamiento, plan de medios o público objetivo) para, a continuación, tratar los conceptos más técnicos referidos a las variables estadísticas para el análisis de medios y soportes (audiencia, audiencia útil, rating point o afinidad); las variables para el análisis de campañas (cobertura, GRPs o OTS); las variables para el estudio de la ren- 9 tabilidad publicitaria de soportes y campañas (CPM y C/Rating); y, por último, las variables más propias de la planificación de medios digitales (visitantes, páginas vistas o CPC). El apartado finaliza con cuatro ejercicios con sus correspondientes soluciones que ayudaran al lector a interiorizar los conceptos aprendidos. 3) Creación de informes con TOM Micro. En este último punto se explica cómo obtener mediante TOM Micro una serie de información de alta utilidad para tomar decisiones estratégicas y tácticas de medios. El lector aprenderá a cuantificar públicos objetivos, a hacer consumos y perfiles de medios o a evaluar campañas.
The Silver Market Phenomenon
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Author : Florian Kohlbacher
language : en
Publisher: Springer Science & Business Media
Release Date : 2008
The Silver Market Phenomenon written by Florian Kohlbacher and has been published by Springer Science & Business Media this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008 with Business & Economics categories.
The current shift in demographics - aging and shrinking populations - in many countries around the world presents a major challenge to companies and societies alike. One particularly essential implication is the emergence and constant growth of the so-called "silver market," the market segment more or less broadly defined as those people aged 55 and older. Increasing in number and share of the total population while at the same time being relatively well-off, this market segment can be seen as very attractive and promising, although still very underdeveloped in terms of product and service offerings. This book offers a thorough and up-to-date analysis of the challenges and opportunities in leveraging innovation, technology, product development and marketing for elder consumers and employees. Key lessons are drawn from the Japanese lead market as well as other select countries.
Black Ops Advertising
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Author : Mara Einstein
language : en
Publisher: OR Books
Release Date : 2016-09-01
Black Ops Advertising written by Mara Einstein and has been published by OR Books this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-09-01 with Business & Economics categories.
From Facebook to Talking Points Memo to the New York Times, often what looks like fact-based journalism is not. It’s advertising. Not only are ads indistinguishable from reporting, the Internet we rely on for news, opinions and even impartial sales content is now the ultimate corporate tool. Reader beware: content without a corporate sponsor lurking behind it is rare indeed. Black Ops Advertising dissects this rapid rise of “sponsored content,” a strategy whereby advertisers have become publishers and publishers create advertising—all under the guise of unbiased information. Covert selling, mostly in the form of native advertising and content marketing, has so blurred the lines between editorial content and marketing message that it is next to impossible to tell real news from paid endorsements. In the 21st century, instead of telling us to buy, buy, BUY, marketers “engage” with us so that we share, share, SHARE—the ultimate subtle sell. Why should this concern us? Because personal data, personal relationships, and our very identities are being repackaged in pursuit of corporate profits. Because tracking and manipulation of data make “likes” and tweets and followers the currency of importance, rather than scientific achievement or artistic talent or information the electorate needs to fully function in a democracy. And because we are being manipulated to spend time with technology, to interact with “friends,” to always be on, even when it is to our physical and mental detriment.
Semiotics Marketing And Communication
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Author : Jean-Marie Floch
language : en
Publisher: Palgrave Macmillan
Release Date : 2001-12-14
Semiotics Marketing And Communication written by Jean-Marie Floch and has been published by Palgrave Macmillan this book supported file pdf, txt, epub, kindle and other format this book has been release on 2001-12-14 with Business & Economics categories.
Semiotics, or the study of signs, plays an increasingly important role within marketing as a guide to psychological and social aspects of communication. Jean-Marie Floch provides an introduction to the potential offered by a semiotic approach to a variety of marketing and communication problems or situations. Key semiotic concepts and principles are gradually introduced using real life studies.
Communication Power
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Author : Manuel Castells
language : en
Publisher: Oxford University Press
Release Date : 2013-08-29
Communication Power written by Manuel Castells and has been published by Oxford University Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-08-29 with Business & Economics categories.
Drawing on a wide range of social and psychological theories, Castells presents original research on political processes and social movements. He applies this analysis to numerous recent events - the misinformation of the American public on the Iraq War,the global environmental movement to preventclimate change, the control of information in China and Russia, Barak Obama's internet-based presidential campaigns, and (in this new edition) responses to recent political and economic crises such as the Arab Spring and the Occupy movement. On the basis of these case studies he proposes a newtheory of power in the information age based on the management of communication networks.
100 Unofficial Roblox Mega Hits
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Author : Roblox
language : en
Publisher: HarperCollins UK
Release Date : 2022-04-28
100 Unofficial Roblox Mega Hits written by Roblox and has been published by HarperCollins UK this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-04-28 with Juvenile Nonfiction categories.
OVER 20 OF ROBLOX’S BEST GAMES INSIDE
Unesco Culture For Development Indicators
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Author : UNESCO
language : en
Publisher: UNESCO Publishing
Release Date : 2014-12-31
Unesco Culture For Development Indicators written by UNESCO and has been published by UNESCO Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-12-31 with categories.
Advertising Media Planning
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Author : Jack Zanville Sissors
language : en
Publisher:
Release Date : 1986
Advertising Media Planning written by Jack Zanville Sissors and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1986 with Planificación de medios publicitarios categories.
After The End Of Art
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Author : Arthur C. Danto
language : en
Publisher: Princeton University Press
Release Date : 2021-06-08
After The End Of Art written by Arthur C. Danto and has been published by Princeton University Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-06-08 with Art categories.
The classic and provocative account of how art changed irrevocably with pop art and why traditional aesthetics can’t make sense of contemporary art A classic of art criticism and philosophy, After the End of Art continues to generate heated debate for its radical and famous assertion that art ended in the 1960s. Arthur Danto, a philosopher who was also one of the leading art critics of his time, argues that traditional notions of aesthetics no longer apply to contemporary art and that we need a philosophy of art criticism that can deal with perhaps the most perplexing feature of current art: that everything is possible. An insightful and entertaining exploration of art’s most important aesthetic and philosophical issues conducted by an acute observer of contemporary art, After the End of Art argues that, with the eclipse of abstract expressionism, art deviated irrevocably from the narrative course that Vasari helped define for it in the Renaissance. Moreover, Danto makes the case for a new type of criticism that can help us understand art in a posthistorical age where, for example, an artist can produce a work in the style of Rembrandt to create a visual pun, and where traditional theories cannot explain the difference between Andy Warhol’s Brillo Box and the product found in the grocery store. After the End of Art addresses art history, pop art, “people’s art,” the future role of museums, and the critical contributions of Clement Greenberg, whose aesthetics-based criticism helped a previous generation make sense of modernism. Tracing art history from a mimetic tradition (the idea that art was a progressively more adequate representation of reality) through the modern era of manifestos (when art was defined by the artist’s philosophy), Danto shows that it wasn’t until the invention of pop art that the historical understanding of the means and ends of art was nullified. Even modernist art, which tried to break with the past by questioning the ways in which art was produced, hinged on a narrative.