Publicidad contagiosa

Publicidad contagiosa PDF Author: Silvia Sivera
Publisher: Editorial UOC
ISBN: 8491161414
Category : Business & Economics
Languages : en
Pages : 192

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Book Description
El marketing viral se inoculó en el panorama profesional publicitario como una vacuna eficazy económica contra la supuesta inmunidad de las audiencias a los mensajes comerciales. Conseguir que fueran los consumidores quienes transmitieran los anuncios espontáneamente entre sus redes sociales se consideró la panacea en un mercado comunicativo sobresaturado. Sin embargo, la publicidad boca a oreja, basada en recomendaciones, ya conseguía el mismo objetivo desde tiempos ancestrales. Fueron las tecnologías de la información y de la comunicación (TIC) las que posibilitaron el salto exponencial hacia la publicidad viral y, en consecuencia, un cambio de magnitudes sin precedentes: los contenidos comerciales pasaban a ser compartibles a escala planetaria, a la velocidad de un clic.Este libro se centra en detectar las claves creativas comunes que detonaron el contagio de 651 vídeos publicitarios entre los usuarios de las redes sociales digitales.A partir de un constructo analítico formado por drivers creativos, cepas virales y la variable ambigüedad, se propone la fórmula V = cc (d+c) + a, como base inspiradora para crear publicidad altamente contagiosa.

Publicidad contagiosa

Publicidad contagiosa PDF Author: Silvia Sivera
Publisher: Editorial UOC
ISBN: 8491161414
Category : Business & Economics
Languages : en
Pages : 192

Get Book Here

Book Description
El marketing viral se inoculó en el panorama profesional publicitario como una vacuna eficazy económica contra la supuesta inmunidad de las audiencias a los mensajes comerciales. Conseguir que fueran los consumidores quienes transmitieran los anuncios espontáneamente entre sus redes sociales se consideró la panacea en un mercado comunicativo sobresaturado. Sin embargo, la publicidad boca a oreja, basada en recomendaciones, ya conseguía el mismo objetivo desde tiempos ancestrales. Fueron las tecnologías de la información y de la comunicación (TIC) las que posibilitaron el salto exponencial hacia la publicidad viral y, en consecuencia, un cambio de magnitudes sin precedentes: los contenidos comerciales pasaban a ser compartibles a escala planetaria, a la velocidad de un clic.Este libro se centra en detectar las claves creativas comunes que detonaron el contagio de 651 vídeos publicitarios entre los usuarios de las redes sociales digitales.A partir de un constructo analítico formado por drivers creativos, cepas virales y la variable ambigüedad, se propone la fórmula V = cc (d+c) + a, como base inspiradora para crear publicidad altamente contagiosa.

Orientación Profesiones Y Planeamiento Educacional

Orientación Profesiones Y Planeamiento Educacional PDF Author: Juan Francisco Reyes Baena
Publisher:
ISBN:
Category : Education, Higher
Languages : es
Pages : 258

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Book Description


The Pocket Guide to Health Promotion

The Pocket Guide to Health Promotion PDF Author: Glenn Laverack
Publisher: McGraw-Hill Education (UK)
ISBN: 0335264735
Category : Medical
Languages : en
Pages : 170

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Book Description
The 'Pocket Guide to Health Promotion' is a short, punchy and practical guide aimed at students and practitioners. The book includes precise definitions and examples of key concepts and methods in health promotion practice and a chapter by chapter description of the management planning, strategy selection, implementation and evaluation of health promotion programmes. Written in an accessible and concise style, the book offers the reader a practical and flexible resource that is ideal for students and practitioners looking to plan and implement health promotion activities. A must buy for those new to health promotion or who want a pocket guide to this core health activity. "Clearly written and practical, this excellent guide will prove indispensible to practitioners of health promotion globally, and a very useful starting point for students. It will be worth buying a pocket to put it in!" David Ross, Professor of Epidemiology and International Public Health, London School of Hygiene and Tropical Medicine, UK "The Pocket Guide to Health Promotion is easy to navigate with complex concepts in health promotion explained in a user-friendly way. Whether you are practicing health promotion or studying the discipline, this will be a welcome addition to any book shelf." Dr James Woodall, Co-Director of the Centre for Health Promotion Research & Course Leader MSc Public Health, Leeds Metropolitan University, UK

Migrating to Opportunity

Migrating to Opportunity PDF Author: Mauro Testaverde
Publisher: World Bank Publications
ISBN: 9781464811067
Category : Business & Economics
Languages : en
Pages : 0

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Book Description
Acknowledgements -- Overview -- Workers in southeast Asia are on the move -- Migration in ASEAN -- The determinants of migration in ASEAN and the importance of labor mobility costs -- The impacts of migration in ASEAN -- Trade integration and labor mobility in the ASEAN economic community -- Migration policy in the ASEAN region -- Reducing migration costs in ASEAN -- List of figures

Chief Marketing Officers at Work

Chief Marketing Officers at Work PDF Author: Josh Steimle
Publisher: Apress
ISBN: 1484219317
Category : Business & Economics
Languages : en
Pages : 330

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Book Description
Read 29 in-depth, candid interviews with people holding the top marketing roles within their organizations. Interviewees include CMOs and other top marketers from established companies and organizations—such as Linda Boff of GE, Jeff Jones of Target, and Kenny Brian of the Harvard Business School—to startups—such as Matt Price of Zendesk, Seth Farbman of Spotify, and Heather Zynczak of Domo. Interviewer Josh Steimle (contributor to business publications such as Forbes, Mashable, and TechCrunch and founder of an international marketing agency) elicits a bounty of biographical anecdotes, professional insights, and career advice from each of the prominent marketers profiled in this book. Chief Marketing Officers at Work: Tells how CMOs and other top marketers from leading corporations, nonprofits, government entities, and startups got to where they are today, what their jobs entail, and the skills they use to thrive in their roles. Shows how top marketing executives continuously adapt to changes in technology, language, and culture that have an impact on their jobs. Locates where the boundaries between role of CMOs and the roles of CEOs, CTOs, and COOs are blurring. Explores how the CMO decisions are now driven by data rather than gut feelings. The current realities in marketing are clearly revealed in this book as interviewees discuss the challenges of their jobs and share their visions and techniques for breaking down silos, working with other departments, and following the data. These no-holds-barred interviews will be of great interest to all those who interact with marketing departments, including other C-level executives, managers, and other professionals at any level within the organization.

PISA 21st-Century Readers Developing Literacy Skills in a Digital World

PISA 21st-Century Readers Developing Literacy Skills in a Digital World PDF Author: OECD
Publisher: OECD Publishing
ISBN: 9264670971
Category :
Languages : en
Pages : 216

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Book Description
Literacy in the 21st century is about constructing and validating knowledge. Digital technologies have enabled the spread of all kinds of information, displacing traditional formats of usually more carefully curated information such as encyclopaedias and newspapers.

Education for Sustainable Development Goals

Education for Sustainable Development Goals PDF Author: Rieckmann, Marco
Publisher: UNESCO Publishing
ISBN: 9231002090
Category :
Languages : en
Pages : 67

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Book Description


Advanced Structural Equation Modeling

Advanced Structural Equation Modeling PDF Author: George A. Marcoulides
Publisher: Psychology Press
ISBN: 1317843800
Category : Psychology
Languages : en
Pages : 375

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Book Description
By focusing primarily on the application of structural equation modeling (SEM) techniques in example cases and situations, this book provides an understanding and working knowledge of advanced SEM techniques with a minimum of mathematical derivations. The book was written for a broad audience crossing many disciplines, assumes an understanding of graduate level multivariate statistics, including an introduction to SEM.

Brand Management

Brand Management PDF Author: Tilde Heding
Publisher: Routledge
ISBN: 1000065529
Category : Business & Economics
Languages : en
Pages : 406

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Book Description
Brand Management: Mastering Research, Theory and Practice is a valuable resource for those looking to understand how a brand can be conceptualized and thus managed in all its complexity. Going beyond the 'quick fixes' of branding, it offers a comprehensive overview of brand management theories from the last 35 years. A highly regarded textbook, this fully updated third edition brings fresh perspectives on the latest research in, and analysis of, the various approaches to brand management. More than 1,000 academic sources have been carefully divided into a taxonomy with eight schools of thought – offering depth, breadth and precision to one of the most elusive management disciplines of our time. Perfectly marrying theory with practice, this comprehensive text is particularly useful for advanced undergraduate and postgraduate students of brand management, strategy and marketing.

Information and Technology Literacy: Concepts, Methodologies, Tools, and Applications

Information and Technology Literacy: Concepts, Methodologies, Tools, and Applications PDF Author: Management Association, Information Resources
Publisher: IGI Global
ISBN: 1522534180
Category : Computers
Languages : en
Pages : 2389

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Book Description
People currently live in a digital age in which technology is now a ubiquitous part of society. It has become imperative to develop and maintain a comprehensive understanding of emerging innovations and technologies. Information and Technology Literacy: Concepts, Methodologies, Tools, and Applications is an authoritative reference source for the latest scholarly research on techniques, trends, and opportunities within the areas of digital literacy. Highlighting a wide range of topics and concepts such as social media, professional development, and educational applications, this multi-volume book is ideally designed for academics, technology developers, researchers, students, practitioners, and professionals interested in the importance of understanding technological innovations.