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?
Download or read book En clave de marcas written by Gonzalo Brujó and published by Editorial Almuzara. This book was released on 2010 with total page 478 pages. Available in PDF, EPUB and Kindle. Book excerpt: Gonzalo Brujó y 23 visionarios del marketing descubren el presente y el futuro del intangible más importante.
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.
Download or read book Marketing and Smart Technologies written by José Luís Reis and published by Springer Nature. This book was released on with total page 862 pages. Available in PDF, EPUB and Kindle. Book excerpt: Zusammenfassung: This book includes selected papers presented at the International Conference on Marketing and Technologies (ICMarkTech 2023), held at Faculty of Economics and Management (FEM), Czech University of Life Sciences Prague (CZU), in partnership with University College Prague (UCP), in Prague, Czech Republic, between 30 November and 2 December 2023. It covers up-to-date cutting-edge research on artificial intelligence applied in marketing, virtual and augmented reality in marketing, business intelligence databases and marketing, data mining and big data, marketing data science, web marketing, e-commerce and v-commerce, social media and networking, geomarketing and IoT, marketing automation and inbound marketing, machine learning applied to marketing, customer data management and CRM, and neuromarketing technologies
Download or read book Social Cognition written by Susan T. Fiske and published by . This book was released on 2010 with total page 540 pages. Available in PDF, EPUB and Kindle. Book excerpt: This exciting new version of the classic text,Social Cognition, describes the increasingly complete link between neuroscience and culture. Highlighting the cutting-edge research in social neuropsychology, mainstream experimental social-cognitive psychology, and cultural psychology, it retains the authors’ unique ability to be both scholarly and entertaining. Reader-friendly style and concise summaries combine with the authors’ engaging perspectives on this flourishing field. Comprehensive without being overwhelming, this new standard for the field brings with it a new organization reflecting current consensus open issues of the field, and its trajectory into the future.
Download or read book EBOOK Youth Lifestyles in a Changing World written by Stephen Miles and published by McGraw-Hill Education (UK). This book was released on 2000-05-16 with total page 190 pages. Available in PDF, EPUB and Kindle. Book excerpt: * What impact has social change had upon young people? * To what extent do consumer lifestyles play a key role in structuring identities? * How successful has sociology been in dealing with the nature of young people's lives? Youth Lifestyles in a Changing World is an accessible examination of the changing nature of young people's lives at the start of a new century. Arguing that the 'sociology of youth' has struggled to bridge the gap between 'structural' and 'cultural' conceptions of youth, this book emphasizes the notion of lifestyle as an enlightening means of addressing young people's relationship with social change. Against a social and cultural backdrop characterized by postmodern fragmentation, risk and globalization, young people are apparently finding individualized 'transitions' into adulthood increasingly difficult, and this book shows how lifestyles play an important role. It considers key aspects of young people's lifestyles such as their relationship to rave, the media, and consumption in general, as a means of constructing identities. In this clear introduction to a complex field, Miles outlines the dilemmas faced by sociology, and examines the role played by consumer lifestyles in constructing who and what young people are in a rapidly changing world.
Download or read book The Triumph of Narrative written by Robert Fulford and published by House of Anansi. This book was released on 1999-11-01 with total page 173 pages. Available in PDF, EPUB and Kindle. Book excerpt: Narrative has been central to human life for millennia, and the twentieth century has been preeminently the age of the story. Mass culture and mass leisure have enabled us to spend far more time absorbing stories, real and imaginary, than any of our ancestors. Whether or not this has been to our benefit is one of the questions raised by journalist and 1999 CBC Massey lecturer Robert Fulford. Narrative, Fulford points out, is how we explain, how we teach, how we entertain ourselves - often all at once. It is the bundle in which we wrap truth, hope, and dread. It is crucial to civilization. Fulford writes engagingly and energetically about narrative history, narrative in news coverage, the rise of electronic narrative, and narrative as it flourishes in the form of gossip, "the folk-art version of literature," revealing to us the mystery, power, and importance of story in all our lives.
Download or read book Design Thinking for Food Well Being written by Wided Batat and published by Springer Nature. This book was released on 2021-01-06 with total page 299 pages. Available in PDF, EPUB and Kindle. Book excerpt: How can we design innovative food experiences that enhance food pleasure and consumer well-being? Through a wide variety of empirical, methodological, and theoretical contributions, which examine the art of designing innovative food experiences, this edited book explores the relationship between design thinking, food experience, and food well-being. While many aspects of food innovation are focused on products' features, in this book, design thinking follows an experiential perspective to create a new food innovation design logic that integrates two aspects: consumer food well-being and the experiential pleasure of food. It integrates a holistic perspective to understand how designing innovative food experiences, instead of food products, can promote healthy and pleasurable eating behaviors among consumers and help them achieve their food well-being. Invaluable for scholars, food industry professionals, design thinkers, students, and amateurs alike, this book will define the field of food innovation for years to come.
Download or read book Visual Branding written by Edward F. McQuarrie and published by Edward Elgar Publishing. This book was released on 2016-12-30 with total page 281 pages. Available in PDF, EPUB and Kindle. Book excerpt: Visual Branding pulls together analyses of logos, typeface, color, and spokes-characters to give a comprehensive account of the visual devices used in branding and advertising. The book places each avenue for visual branding within a rhetorical framework that explains what that device can accomplish for the brand. It lays out the available possibilities for constructing logos and distinguishes basic types along with examples of their use and evolution over time.
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.
Download or read book Self Congruity written by M. Joseph Sirgy and published by Praeger. This book was released on 1986-08-05 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt: Self-Congruity provides a comprehensive understanding of the self-concept, integrating the many references to it in the psychological literature. Using his previous findings, the author considers cognitive-versus-affective phenomena, and intrapersonal, interpersonal, situational, and analytic modes. He then applies his integrated theory to the problem of change in self-concept and behavior.
Download or read book The Ocean Challenge Badge written by Food and Agriculture Organization of the United Nations and published by Food & Agriculture Org.. This book was released on 2018-05-08 with total page 172 pages. Available in PDF, EPUB and Kindle. Book excerpt: The ocean covers 70 percent of the Earth’s surface, and is essential for life on our planet – even for those of us who live nowhere near the sea! It provides us all with food and other materials that we need, regulates our climate and provides half of the oxygen we breathe. The ocean also offers us various means of transport and opportunities for recreation. People have long thought that the ocean was so wide and bountiful that it would go on supplying our needs forever, but this is not the case: human activities are causing significant damage to life in the ocean. People are often unaware of the problems created by this heavy reliance, as few of us have the opportunity to look beneath the surface of the sea and see the damage that our actions have caused. This is where the Ocean Challenge Badge comes in: let it take you on a journey to discover the ocean! It is packed with activities to help you learn about how the ocean works, the creatures that live in it, and just how important it is in our everyday lives. You will also discover how YOU can play a role in protecting our ocean for future generations. We hope you will be inspired to take the challenge and celebrate our ocean. So dive in and begin your aquatic discoveries!
Download or read book Lo que les gusta a los clientes de su marca written by David Freemantle and published by Grupo Planeta (GBS). This book was released on 1998 with total page 356 pages. Available in PDF, EPUB and Kindle. Book excerpt: En un mundo competitivo donde es relativamente facil copiar productos y precios, pero casi imposible copias personas y marcas, el valor emocional aporta el elemento diferenciador que distingue el grado de satisfaccion del cliente.Este libro se basa en el estudio en profundidad de un gran numero de empresas repartidas en 19 paises, orientado a averiguar las pautas que llevan al exito o al fracaso en el trato con los clientes. La conclusion demuestra que la obtencion de resultados positivos va estrechamente unida al uso del valor emocional, como clave general que posee tres manifestaciones: la creatividad, la busqueda de la maxima afinidad con el cliente y la integridad.El autor cuestiona muchos de los conceptos de gestion, marketing y servicio al cliente vigentes en la actualidad. Parte de la base de que no existen normas ni cliches que sirvan para obtener el exito; por lo contrario, aboga por la necesidad de romper reglas y dar vias a la creatividad que lleven a dispensar a cada cliente el trato individual que este requiere.David Freemantle dirige una empresa de consultoria especializado en el campo de la gestion de personal, la motivacion, el servicio al cliente y la planificacion empresarial. Es autor de numerosas obras, traducidas a 14 idiomas, con las que ha obtenido un gran exito y una enorme fama internacional.
Download or read book The Loyalty Effect written by Frederick F. Reichheld and published by Harvard Business Review Press. This book was released on 1996 with total page 356 pages. Available in PDF, EPUB and Kindle. Book excerpt: U.S. corporations now lose half their customers in five years, half their employees in four, and half their investors in less than one. The Loyalty Effect reveals the secrets of successful companies which base their business strategies on loyal relationships. Reichheld lays out the principles that connect value creation, loyalty, growth, and profits, and shows how great companies have used these principles to build loyal customers, loyal employees, and loyal owners.
Download or read book Effective Advertising written by Gerard J. Tellis and published by SAGE. This book was released on 2003-11-20 with total page 217 pages. Available in PDF, EPUB and Kindle. Book excerpt: Recently nominated one of five finalists selected for the 2005 Berry-AMA Book Prize for best book in marketing! "Tellis has done a remarkable job. He has brought together an amazingly diverse literature. Unlike some other sources that claim to be able to measure the effects of advertising, Tellis′s thoroughness and ability to understand and convey results of various experiments and statistical analyses helps the reader to separate the wheat from the chaff. Any student of advertising, whether new to the field or a seasoned veteran executive or researcher, should read this book." --Alan G. Sawyer, University of Florida Effective Advertising: How, When, and Why Advertising Works reviews and summarizes an extensive body of research on advertising effectiveness. In particular, it summarizes what we know today on when, how, and why advertising works. The primary focus of the book is on the instantaneous and carryover effects of advertising on consumer choice, sales, and market share. In addition, the book reviews research on the rich variety of ad appeals, and suggests which appeals work, and when, how, and why they work. The first comprehensive book on advertising effectiveness, Understanding Effective Advertising reviews over 50 years of research in the fields of advertising, marketing, consumer behavior, and psychology. It covers all aspects of advertising and its effect on sales, including sales elasticity, carryover effects, content effects, and effects of frequency. Author Gerard J. Tellis distills three decades of academic and professional experience into one volume that successfully dismisses many popular myths about advertising, such as: * Advertising has a powerful influence on consumers and often generates consumer need * The effects of advertising persist for decades * If an ad fails initially, repetition will ensure its ultimate success * Ads need only one to three exposures to succeed * Advertising by argument is the most effective method * The best ads are unique and original * Advertising is very profitable Tellis then provides alternatives and establishes the following truths about advertising: * Advertising is vitally important for free markets, but its action is subtle and its discovery is fragile * The effects of advertising are short-lived * If ads are not initially effective, repetition will not make them more effective * Scientific principles can show which ads work, though firms often ignore advertising research and persist with ineffective ads * Advertising by emotion may have the most effective appeal * Templates can yield very effective ads * Advertising is often unprofitable Effective Advertising will be an important addition to courses at the graduate or undergraduate level in advertising, marketing, communication, and journalism. It will also be an invaluable reference for professionals and researchers working in these fields.
Download or read book Advertising Theory written by Shelly Rodgers and published by Routledge. This book was released on 2019-04-15 with total page 853 pages. Available in PDF, EPUB and Kindle. Book excerpt: Advertising Theory provides detailed and current explorations of key theories in the advertising discipline. The volume gives a working knowledge of the primary theoretical approaches of advertising, offering a comprehensive synthesis of the vast literature in the area. Editors Shelly Rodgers and Esther Thorson have developed this volume as a forum in which to compare, contrast, and evaluate advertising theories in a comprehensive and structured presentation. With new chapters on forms of advertising, theories, and concepts, and an emphasis on the role of new technology, this new edition is uniquely positioned to provide detailed overviews of advertising theory. Utilizing McGuire’s persuasion matrix as the structural model for each chapter, the text offers a wider lens through which to view the phenomenon of advertising as it operates within various environments. Within each area of advertising theory—and across advertising contexts—both traditional and non-traditional approaches are addressed, including electronic word-of-mouth advertising, user-generated advertising, and social media advertising contexts. This new edition includes a balance of theory and practice that will help provide a working knowledge of the primary theoretical approaches and will help readers synthesize the vast literature on advertising with the in-depth understanding of practical case studies and examples within every chapter. It also looks at mobile advertising in a broader context beyond the classroom and explores new areas such as native advertising, political advertising, mobile advertising, and digital video gaming.
Download or read book Romancing the Market written by Stephen Brown and published by Routledge. This book was released on 2003-09-02 with total page 318 pages. Available in PDF, EPUB and Kindle. Book excerpt: Romancing the Market is a radical rethinking of marketing understanding. Marketing and consumer research are dominated by the neo-classical ideals of the Enlightenment such as rigour, dispassion and the search for scientific 'truth'. In a series of provocative essays, the contributors challenge these assumptions with reference to the individuality, innovation and imagination of the Romantic movement. The book contains essays by an international selection of the most creative contemporary marketing scholars, including Elizabeth Hirschman, Russell Belk, Craig Thompson and Robin Wensley. Illuminating, controversial and cutting edge, this is an essential work for all those interested in new directions in marketing and consumer research.
