Download or read book La Ruta de la Campa a Publicidad Estrat gica para Inexpertos written by Julian S. Neumann and published by Alferatz. This book was released on 2021-05-06 with total page 546 pages. Available in PDF, EPUB and Kindle. Book excerpt: El marketing es una jungla, y este libro es tu mapa: Aprende a realizar campañas publicitarias épicas 'La Ruta de la Campaña: Publicidad Estratégica para Inexpertos', es un libro que te ayuda a entender claramente el proceso completo para diseñar y realizar una campaña publicitaria épica, aunque tengas un bajo presupuesto y poca o nula experiencia; pues todo el lenguaje de marketing referido es pacientemente explicado. Muchos de los contenidos actuales sobre ‘marketing digital’ se enfocan en enseñarte publicidad describiendo medios y tácticas que son muy particulares, pero que no te dan un entendimiento completo sobre el proceso que necesitas aprender para poder realizar campañas exitosas en el largo plazo y al margen de los medios que estén de “moda”. Los mercadólogos debemos siempre mantener una neutralidad o imparcialidad con los medios que usamos en nuestras campañas, porque esto nos empuja a emplear aquellas plataformas que resultan ser las más relevantes, efectivas y eficientes, según el contexto de cada producto y mercado. A esto se le llama ser ‘Platform Agnostic’ (‘agnóstico’ de las plataformas de comunicación). Sin duda hay muchos recursos allá afuera que prometen soluciones “fáciles e instantáneas”, pero lo instantáneo no es siempre lo más adecuado. Los mejores chefs no se forman siguiendo recetas improvisadas; hay principios y procesos que se deben aprender, no solo para probar nuevas fórmulas que nos encontremos por ahí, si no mejor aún, para crear “platillos propios”, o campañas en este caso, que conquisten el corazón de las personas. Por lo mismo, este no es un recetario de tips o soluciones instantáneas; es más bien un libro que te enseña “a cocinar”, construyendo tu capacidad como publicista y mostrándote los fundamentos y la fotografía completa, es decir la forma de desarrollar una campaña publicitaria estratégica, bajo un enfoque de "manos a la obra" y con pocos recursos. Con este libro aprenderás: Investigación: Aprende a investigar el mercado para obtener datos e insights que te ayuden, específicamente, a: identificar a tu audiencia objetivo, diseñar un mensaje único, e integrar medios de comunicación que sean relevantes para tu mercado. Segmentación: Asimila los principios detrás de la segmentación de mercados y aprende el proceso para definir tu audiencia objetivo, empleando una diversidad de variables de segmentación, ya sea que tu empresa vende a consumidores (B2C) o a otras empresas (B2B). Objetivos: Aprende a definir objetivos de comunicación usando indicadores (KPI's) que te permitirán medir el desempeño de tus campañas, entendiendo también la forma de alinear estas métricas con las diferentes etapas del marketing funnel. Mensaje: Aprende las bases para desarrollar un mensaje publicitario y un concepto creativo, echando mano de las diferentes herramientas que ofrece el branding y transformando los atributos de tus productos en valores de marca, esto con la finalidad de posicionar tu producto sin usar clichés o frases publicitarias trilladas. Medios: Aprende a desarrollar una estrategia y una pauta en medios que sea consistente con tu target, seleccionado y evaluando canales como ad display banners, publicidad programática, anuncios en motores de búsqueda (SEM), publicidad en redes sociales y video digital. Aunque, también considerando otras plataformas que son necesarias, como las relaciones públicas, los eventos, el colateral de mercadotecnia y el marketing de contenidos. Producción: Aprende a organizar y coordinar la producción de tus anuncios, para diferentes medios de comunicación, y considerando técnicas de producción sensibles a los limitados recursos de las pequeñas y medianas organizaciones. Lanzamiento: Identifica los aspectos clave a considerar antes, durante y después del lanzamiento de tu campaña publicitaria. Además, para facilitar tu proceso de aprendizaje, el libro emplea una gran variedad de ejemplos, imágenes y diagramas a color y de calidad, los cuales te permitirán visualizar y entender las diferentes etapas del proceso publicitario, usando un lenguaje sencillo, pero siempre enfocado en ayudarte a entender y adoptar la terminología propia del mudo del marketing. En resumen, este libro es un compañero de viaje indispensable para crear campañas publicitarias, y es también un material de consulta para estudiantes, mercadólogos, emprendedores y empresarios.
Download or read book La Ruta de la Campa a written by Julian Neumann and published by . This book was released on 2021-05-06 with total page 548 pages. Available in PDF, EPUB and Kindle. Book excerpt: La guía definitiva para planear y realizar una campaña publicitaria Este libro es un mapa, una guía para personas con diferentes niveles de experiencia en marketing; desde estudiantes hasta emprendedores o profesionistas que requieren promover sus productos, servicios o causas de una forma estructurada, persuasiva y efectiva. A través de una lectura accesible, que incluye una gran variedad de apoyos visuales, aprenderás todos los pasos necesarios para crear una campaña publicitaria profesional de inicio a fin; considerando tanto medios de comunicación tradicional como las plataformas online más vanguardistas, pero siempre con un enfoque de manos a la obra (fundamentado en bases teóricas y prácticas) que da respuesta a las siguientes preguntas: - ¿Cómo establecer un contexto a través de la investigación de mercados? - ¿Cómo identificar a la audiencia objetivo (target)? - ¿Cómo definir objetivos de campaña? - ¿Cómo desarrollar un mensaje publicitario creativo y consistente con la identidad de marca? - ¿Cómo desarrollar un plan de medios? - ¿Cómo organizar la producción de los anuncios? - ¿Qué aspectos considerar antes, durante y después del lanzamiento de la campaña? En resumen, este libro es un compañero de viaje que puede usarse para aprender a desarrollar campañas de marketing o como material de consulta, donde también se exponen herramientas y plataformas que incluyen al branding, el marketing de contenidos, la publicidad programática y la publicidad en redes sociales.
Download or read book Modernity and the Classical Tradition written by Alan Colquhoun and published by MIT Press (MA). This book was released on 1991 with total page 268 pages. Available in PDF, EPUB and Kindle. Book excerpt: Since the early 1960s, the rigor and conceptual clarity of Alan Colquhoun's criticism and theory have consistently stimulated debate and have served as an impetus for the pursuit of new directions in both theory and practice. This collection of essays displays Colquhoun's concern with developing a coherent discourse for the rampant pluralism that dominates contemporary architecture. Alan Colquhoun is a practicing architect and Professor of Architecture at Princeton University. His previous collection of essays received the 1985 Architectural Critics Award.
Download or read book Space Reader written by Michael Hensel and published by Wiley. This book was released on 2009-05-18 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Space Reader provides a highly pertinent and contemporary understanding of space for a new generation of students and architects. It espouses a definition of space that is heterogeneous (an object or system consisting of a diverse range of different items). An example of heterogeneous space, for instance, is Manhattan where complex and multiple social and technological conditions are overlaid. (This is to be contrasted with highly centralised and ordered Modernist cities.) With the onset of globalisation and the Web, heterogeneneous space, with its emphasis on differentiation, is more relevant to the contemporary condition, which encourages the mixing of space, than a much more static conception of Modernist space. This book foregrounds spatial issues and the potential of heterogeneous space through a threefold strategy: 1) Its compilation of seminal essays on the discourse of heterogeneous space. These are to include previously published key texts by Reyner Banham, Andrew Benjamin, Robin Evans, Jeff Kipnis and Henri Lefebvre, as well as new texts by important contemporary commentators, such as Mark Cousins, Werner Durth and Anthony Vidler. 2) By commenting on these seminal texts and drawing links between them. 3) By distilling from the first two efforts a contemporary outlook on a discourse of heterogeneous space that is of future significance.
Download or read book Party State and Society in the Russian Civil War written by Diane P. Koenker and published by . This book was released on 1989-12-22 with total page 472 pages. Available in PDF, EPUB and Kindle. Book excerpt: "This volume is a valuable source of information that also represents a genuinely collaborative approach to understanding Soviet history. The collection is so rich that every scholar and teacher of Soviet history will want to consult it. Highly recommended." —Choice "Documentation of this well-edited volume is exhaustive. It can be highly recommended for undergraduate and graduate students and specialists." —History "This is a surprisingly readable, well-structured book that is an absolute necessity for a college library as well as a useful addition to a scholar's personal library." —Perspectives on Political Science " . . . essential reading . . . abundant empirical research and fresh interpretations." —The Russian Review To what extent were the social responses and political choices of the Civil War years the product of social and economic circumstances and to what extent were they the result of the independent exercise of conscious political will? This landmark volume presents the leading edge of current scholarship on the social history of the Russian Civil War.
Download or read book The Leader Cult in Communist Dictatorships written by B. Apor and published by Springer. This book was released on 2004-10-09 with total page 301 pages. Available in PDF, EPUB and Kindle. Book excerpt: The first book to analyze the distinct leader cults that flourished in the era of 'High Stalinism' as an integral part of the system of dictatorial rule in the Soviet Union and Eastern Europe. Fifteen studies explore the way in which these cults were established, their function and operation, their dissemination and reception, the place of the cults in art and literature, the exportation of the Stalin cult and its implantment in the communist states of Eastern Europe, and the impact which de-Stalinisation had on these cults.
Download or read book Youth in Revolutionary Russia written by Anne E. Gorsuch and published by Indiana University Press. This book was released on 2000-10-22 with total page 298 pages. Available in PDF, EPUB and Kindle. Book excerpt: What were the consequences if prerevolutionary and "bourgeois" culture and social relations could not be transformed into new socialist forms of behavior and belief?".
Download or read book From Pushkin to Mayakovsky a Study in the Evolution of a Literature written by and published by . This book was released on 1971 with total page 308 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Children s World written by Catriona Kelly and published by . This book was released on 2007 with total page 714 pages. Available in PDF, EPUB and Kindle. Book excerpt: A pioneering history of the experiences of children during Russia's most disrupted century How a country views its children reveals a great deal about that country. This landmark history of childhood in twentieth-century Russia presents an enthralling and detailed picture of a society where childhood was celebrated everywhere but children's real needs were often neglected by the state. Catriona Kelly, one of the foremost cultural historians of modern Russia, explores every aspect of children's lives, including the stresses and joys of ordinary family life, friendships, sports and games, first love, clothing, and schools. She examines the experiences of children in institutions, orphanages, and Stalin's camps, as well as the impact on their lives of such historical tragedies as revolution, civil and world war, and political purges. Based on unprecedented research in archives, hundreds of interviews, and the study of a huge range of newspapers, books, and pamphlets, the book has an immediacy which is startling. Over 100 illustrations sharpen the focus still more. Kelly weaves together information about the relationships between children and adults, prevailing ideas about childhood, and the actual experiences of children to create an unforgettable account of the intimate workings of Russian and Soviet society.
Download or read book Sex in Public written by Eric Naiman and published by Princeton University Press. This book was released on 1997 with total page 44 pages. Available in PDF, EPUB and Kindle. Book excerpt: Sex in Public examines the ideological poetics and the rhetoric of power in the Soviet Union during the 1920s, a period of anxiety over the historical legitimacy of Soviet ideology and Bolshevik power. Drawing on a wide range of sources--Party Congress transcripts, the classics of early Soviet literature, sex education pamphlets, the cinema, crime reports, and early Soviet ventures into popular science--the author seeks to explain the period's preoccupation with crime, disease, and, especially, sex. Using strategies of reading developed by literary scholars, he devotes special care to exploring the role of narrative in authoritative political texts. The book breaks new ground in its attention to the ideological importance of the female body during this important formative stage of Bolshevik rule. Sex in Public provides a fundamentally new history of the New Economic Policy and offers important revisionist readings of many of the fundamental cultural products of the early Soviet period. Perhaps most important, it serves as a model for the sort of interdisciplinary work that is possible when historians take literary and ideology theory seriously and when ideology theorists seek to conform to the standards of documentary rigor traditionally demanded by historians. It thus becomes a study that can be read as both positivistic and postmodern.
Download or read book Strikes and Revolution in Russia 1917 written by Diane P. Koenker and published by Princeton University Press. This book was released on 2014-07-14 with total page 423 pages. Available in PDF, EPUB and Kindle. Book excerpt: More than seventy years since the Bolsheviks came to power, there is still no comprehensive study of workers' activism in history's first successful workers' revolution. Strikes and Revolution in Russia, 1917 is the first effort in any language to explore this issue in both quantitative and qualitative terms and to relate strikes to the broader processes of Russia's revolutionary transformation. Diane Koenker and William Rosenberg not only provide a new basis for understanding essential elements of Russia's social and political history in this critical period but also make a strong contribution to the literature on European labor movements. Using statistical techniques, but without letting methodology dominate their discussion, the authors examine such major problems as the mobilization of labor and management, factory relations, perceptions, the formation of social identities, and the relationship between labor protest and politics in 1917. They challenge common assumptions by showing that much strike activity in 1917 can be understood as routine, but they are also able to demonstrate how the character of strikes began to change and why. Originally published in 1990. The Princeton Legacy Library uses the latest print-on-demand technology to again make available previously out-of-print books from the distinguished backlist of Princeton University Press. These editions preserve the original texts of these important books while presenting them in durable paperback and hardcover editions. The goal of the Princeton Legacy Library is to vastly increase access to the rich scholarly heritage found in the thousands of books published by Princeton University Press since its founding in 1905.
Download or read book Disability and Poverty written by Eide, Arne H. and published by Policy Press. This book was released on 2011-05-31 with total page 253 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is about being disabled and being poor and the social, cultural and political processes that link these two aspects of living in what has been characterised as a "vicious circle" (Yeo & Moore 2003). It is also about the strengths that people show when living with disability and being poor. How they try to overcome their problems and making the best out of what little they have. This book will appeal to academics, postgraduates and policymakers in disability studies, development studies, poverty and social exclusion
Download or read book Surveying Ethnic Minorities and Immigrant Populations written by Joan Font and published by IMISCOE Research. This book was released on 2013 with total page 292 pages. Available in PDF, EPUB and Kindle. Book excerpt: What are the special problems involved in surveying immigrant populations and ethnic minorities? How can we ensure adequate representation of these growing groups in general population surveys? This book is the first to address these challenges in a systematic way. Experiences from eight Western countries, involving more than a dozen surveys, are used to explore difficulties in designing these types of surveys and some of the choices made to deal with them. The rich array of cases covered gives rise to valuable lessons, from local and national surveys, from well-funded surveys and those with limited means, and on a wide variety of topics ranging from politics to health.
Download or read book Corrupt Histories written by Emmanuel Kreike and published by University Rochester Press. This book was released on 2004 with total page 506 pages. Available in PDF, EPUB and Kindle. Book excerpt: Corruption is a preoccupation of governments and societies across place and time, from the 18th-19th Century British, Chinese, and Iberian empires to 20th Century Nazi Germany, Russia, the United States, and India. This study offers three different perspectives on corruption. The first chapters highlight corrupt practices, taking as a point of departure a technocratic definition of corruption. The second part of the book views corruption through the lens of discourses of corruption, revealing that accusations of corruption have been employed as tools, often in the context of contestations of power. The essays in the third part of the book treat corruption as a process, taking into account its causes and effects and their impact on society, economics, and politics. Contributors: Jeremy Adelman, Virginie Coulloudon, William Doyle, Diego Gambetta, Norman J. W. Goda, Robert Gregg, Michael Johnston, William Chester Jordan, Emmanuel Kreike, Vinod Pavarala, Dilip Simeon, Pierre-Etienne Will, David Witwer, Philip Woodfine William Chester Jordan is Professor of History at Princeton University; Emmanuel Kreike is Assistant Professor of African History and Director of the African Studies Program at Princeton University
Download or read book Court Patronage and Corruption in Early Stuart England written by Linda Levy Peck and published by Routledge. This book was released on 2003-08-29 with total page 641 pages. Available in PDF, EPUB and Kindle. Book excerpt: This wide-ranging volume goes to the heart of the revisionist debate about the crisis of government that led to the English Civil War. The author tackles questions about the patronage that structured early modern society, arguing that the increase in royal bounty in the early seventeenth century redefined the corrupt practices that characterized early modern administration.
Download or read book C mo dise ar una campa a de publicidad written by Sandra Vilajoana Alejandre (coord.) and published by Editorial UOC. This book was released on 2015-01-30 with total page 157 pages. Available in PDF, EPUB and Kindle. Book excerpt: El modelo H2PAC resuelve propuestas clave a partir de ACTIVIDADES. Esta forma de aprendizaje parte de un RETO: la actividad que deberás resolver. Para ello te facilitamos un contenido teórico, EL CONOCIMIENTO IMPRESCINDIBLE, que te ayudará a entender los conceptos esenciales para poder afrontar el desafío planteado inicialmente. Además del contenido teórico, el modelo también te facilita LAS SOLUCIONES, una propuesta de resolución del reto expuesto. Con este libro obtendrás las claves para poder adentrarte en el proceso de diseño y de elaboración de una campaña publicitaria.
Download or read book Students Professors and the State in Tsarist Russia written by Samuel D. Kassow and published by Univ of California Press. This book was released on 1989-01-01 with total page 462 pages. Available in PDF, EPUB and Kindle. Book excerpt: "The first systematic and exhaustive study of one of the most important social and political developments in pre-October Russia. . . . .It ranks among the best studies in modern Russian history."--Alexander Vucinich, author of Empire of Knowledge and Darwin in Russian Thought