Branded Entertainment Cuando El Branded Content Se Convierte En Entretenimiento Download Ebook PDF Epub Online

Author : de Aguilera Moyano, Joaquín
Baños González, Miguel
Publisher : ESIC
Release : 2016-01-11
Page :
Category : Business & Economics
ISBN 13 : 841646264X
Description :


«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.


Author : Lamelo Varela, Carles
Publisher : Editorial UOC
Release : 2016-12-04
Page : 208
Category : Computers
ISBN 13 : 8491163700
Description :


La forma de consumir televisión está cambiando a gran velocidad. Las narrativas transmedia, el consumo en dispositivos móviles, la gamificación, las llamadas «segundas pantallas», la implicación con redes 2.0 y la audiencia social representan un reto, pero también ofrecen enormes posibilidades para los creadores de contenidos audiovisuales. El concepto de televisión basada en el broadcasting cede su protagonismo a los contenidos con implicación en social media y concepción transmedia. Este libro nos acerca a las nuevas rutinas productivas y al diseño de estrategias acordes con este nuevo paradigma comunicativo, y lo hace combinando los referentes académicos con aportaciones directas de la industria de la comunicación y el análisis de casos de éxito para ofrecer a los lectores la posibilidad de comprender en qué medida está cambiando el audiovisual, los espectadores y las dinámicas sociales en torno a la televisión.


Author : Andrew Canter
Publisher :
Release : 2018
Page : 251
Category : Brand name products
ISBN 13 : 9781728855776
Description :


Javier Regueira, PhD, Philip O'Ferrall, Karnvir Mundrey, Daniel Bo, Petra Kroop, Professor Iain Macrury, Margret Knitter, Simon Orpin, Patricia Weiss, Olivier Robert-Murphy, João Belmar, Rob Donnell, Anna Gavazzi, Kata Fasi, Michael Wylie-Harris, Pascal Somarriba, Professor Paul Springer, Jan Godsk, Steve Macallister, Ed Cracknell, Scott Green, Anton Efimov, Sandra Freisinger-Heinl, Tom Curtis, Thomas Jamet, Adam Harris, Eleanor Thornton-Firkin, Ellen Marzell, Neil Waller, Jack Dyson, Simon Gosling, Graham Hayday, Rebecca Allen, Mark Choueke, Pablo Muñez, Daniel Calabuig, Ravid Kuperberg, Angela Everitt, Lawrence Ribeiro, Maria D'Souza, Richard Malton, Kaaren Whitney-Vernon, Adam Hua, Trevor Hardy, Bruce Bildsten.The Branded Content Marketing Association (BCMA) is the leading global member association for branded content. The BCMA promotes the value of branded content and is designed for anyone involved in the communications industry. Through best practice it leads the debate on what makes great branded content and how brands, producers, platforms and agencies can engage audiences for maximum benefit and payback. For more information please visit www.thebcma.info


Author : Northrop Frye
Professor Northrop Frye
Publisher : Indiana University Press
Release : 1964
Page : 159
Category : Literary Criticism
ISBN 13 : 9780253200884
Description :


Explores the value and uses of literature in our time. Dr. Frye offers ideas for the teaching of literature at lower school levels, designed both to promote an early interest and to lead the student to the knowledge and experience found in the study of literature.


Author :
Publisher : Hal Leonard Corporation
Release : 1997-09-01
Page : 64
Category : Music
ISBN 13 : 145846119X
Description :


(Easy Piano Vocal Selections). 15 easy piano selections, including: Alone at the Drive-In Movie * Beauty School Dropout * Born to Hand Jive * Greased Lightnin' * Look at Me, I'm Sandra Dee * Summer Nights * We Go Together * and more.


Author : Sarah Thornton
Publisher : W. W. Norton & Company
Release : 2008-11-17
Page : 304
Category : Art
ISBN 13 : 0393071057
Description :


A fly-on-the-wall account of the smart and strange subcultures that make, trade, curate, collect, and hype contemporary art. The art market has been booming. Museum attendance is surging. More people than ever call themselves artists. Contemporary art has become a mass entertainment, a luxury good, a job description, and, for some, a kind of alternative religion. In a series of beautifully paced narratives, Sarah Thornton investigates the drama of a Christie's auction, the workings in Takashi Murakami's studios, the elite at the Basel Art Fair, the eccentricities of Artforum magazine, the competition behind an important art prize, life in a notorious art-school seminar, and the wonderland of the Venice Biennale. She reveals the new dynamics of creativity, taste, status, money, and the search for meaning in life. A judicious and juicy account of the institutions that have the power to shape art history, based on hundreds of interviews with high-profile players, Thornton's entertaining ethnography will change the way you look at contemporary culture.


Author : Byron Reeves
J. Leighton Read
Publisher : Harvard Business Press
Release : 2009-11-03
Page : 288
Category : Business & Economics
ISBN 13 : 1422155137
Description :


Can the workplace be more productive by including avatars, three-dimensional environments, and participant-driven outcomes? This grounded and thought-provoking book by Byron Reeves and Leighton Read proves that it is not only possible, it is inevitable. Implementing components of multiplayer computer games in the workplace will address a host of age-old problems. Games can not only stem boredom and decrease turnover, but also enhancee collaboration and encourage creative leadership. Games require extraordinary teamwork, elaborate data analysis and strategy, recruitment and retention of top players, and quick decision making. Recreating some elements of games - such as positioning tasks within stories, creating internal economies, and implementing participant-driven communication systems - can not only boost employee engagement but overall productivity. Of course, the strong psychological power of games can have both positive and negative consequences for the workplace. That's why it's important to put them into practice correctly from the beginning - and Reeves and Read explain how by showing which good design principles are a powerful antidote to the addictive and stress-inducing potential of games. Supported by specific case studies and years of research, Total Engagement will completely change the way you view both work and play.


Author : María Berríos
Publisher :
Release : 2006
Page : 645
Category : Art, Chilean
ISBN 13 :
Description :


Analyzes the evolution of contemporary art in Chile from 1973 to 2007. This edition reproduces more than 500 color images of works by 74 contemporary artists (selected by editor Mosquera) including names such as: Juan Downey, Carlos Arias, (Santiago, Chile, 1964); Juan Castillo, (Antofagasta, 1952); Eugenio Dittborn, (Santiago, Chile, 1943); Paz Errzuriz, (Santiago, Chile, 1944); Volupsa Jarpa, (Rancagua, 1971); Carlos Leppe, (Santiago, Chile, 1952); and Carolina Ruff, (Santiago, Chile, 1973), as well as younger generation artists. The artists are presented in alphabetical order with brief introductory texts. Each reproduced work is rigorously documented with a caption that, in addition to providing the technical data offers the reader a description of the work for better comprehension. Six essays by noted critics and art historians: Guillermo Machuca, Mar̕a Berr̕os, Justo Pastor Mellado, Catalina Mena, Nelly Richard y Adriana V̀lads (description provided by vendor).


Author : Ksenija Bilbija
Paloma Celis Carbajal
Publisher : UW-Madison Libraries Parallel Press
Release : 2009
Page : 182
Category : Books and reading
ISBN 13 : 9781934795101
Description :


Accompanying CD-ROM contains ... "academic articles, cartonera publications catalog, and bibliography."--CD-ROM label.


Author : Xianwei Lin
Dopress Books
Publisher :
Release : 2013
Page : 251
Category : Design
ISBN 13 : 9781908175199
Description :


With the continuing development of corporate ideas and the emergence of companies with complex range of activities, the dynamic (or multiform) brand identity has thus become a popular solution to express the multi-layered concepts behind a brand. Dynamic brand refers to an identity rooted in a unified, rational visual design structure that changes with its application environment. Though difficult to design, they are often vivid and alluring, leaving a lasting impression. This book is a collection of dynamic brand identities, presenting the latest from around the world industry by industry. Aside from the design works themselves, this book also presents the creative background behind their design, allowing the reader to gain a deeper understanding of their origins. This book provides us with new knowledge and a new window into high-end design ideas.


Author : Angela Ndalianis
Publisher : Mit Press
Release : 2004
Page : 323
Category : Art
ISBN 13 : 9780262140843
Description :


Tracing the logic of media history, from the baroque tothe neo-baroque, from magic lanterns and automata to film andcomputer games.


Author : Peter Bug
Publisher : Springer Nature
Release : 2019-09-17
Page : 301
Category : Business & Economics
ISBN 13 : 981139542X
Description :


This book aims to explore various aspects of the use of moving images in fashion retail and fashion apparel companies in-store or online. The use of moving images is growing in numbers and in relevance for consumers. Films can be used in various forms by fashion businesses in traditional media like cinema or TV and in modern forms like in social media or moving images in high street stores. The book provides a data-oriented analysis of the state-of-the-art with certain future outlooks. Additional areas of covering fashion in moving images, such as ‘fashion company identity films’ or ‘fashion and music videos’ are covered in order to get a more complete analysis from a consumer influenced perspective.


Author : Aparna Sundar
Publisher :
Release : 2018-06
Page : 292
Category : Branding (Marketing)
ISBN 13 : 9781536135664
Description :


Brand touchpoints are used to reinforce the basic premise of branding, which is to distinguish brands from their competitors and remain memorable, ultimately keeping customers resolute in their allegiance. Information related through brand touchpoints increases brand familiarity, contributes to a brands value, improves attitudes towards a brand, and in general is essential to maintain an ongoing relationship with consumers. Given the role of brand touchpoints, a look at contemporary issues is warranted. Brand Touchpoints is a collection of chapters by academics, practitioners and designers on the current evolution of brand communication. The book looks at existing issues in the marketplace and ways to influence the branding process. First, the changing role of brand touchpoints is reviewed in terms of the move from physical assets such as stores, trucks, and outdoor billboards to digital applications. A foundational sense of how consumers develop inferences surrounding brand touchpoints is then explored. Following this, prescriptive models for building brands to enhance the effectiveness of brand touchpoints are proposed. Then the ability of tangible touchpoints such as product design, packaging, and other tangible aspects of the brand to inform macro branding is reviewed. A case is made for more research on multisensory aspects of a brand. Chapters in the final section of the book explore brand touchpoints as it influences microtrends of prosocial consumers, children and ardent sports fans. To conclude, novel linkages in brand literature that set up an agenda for future research as it relates to consumer culture is discussed. The diverse set of chapters in this book offer a well-timed, in-depth summary of the various academic literature and industry phenomenon. Chapters are contributed by leading academic and industry experts which include: Chris Allen, University of Cincinnati; Clarinda Rodrigues, Linnaeus University; Claudio Alvarez, Baylor University; Conor Henderson, University of Oregon; Dominic Walsh, Landor Associates; Doug Ewing, Bowling Green State University; Drew Boyd, University of Cincinnati; Frank R. Kardes, University of Cincinnati; Frank Veltri, University of Oregon; Kathryn Mercurio, University of Oregon; Lars Bergkvist, Zayed University; Marc Mazodier, Zayed University; Matt Carcieri, The Jim Stengel Company; Maureen Morrin, Temple University; Peter Chamberlain, University of Cincinnati; Remi Trudel, Boston University; Sara Baskentli, City University of New York; Susan P. Mantel, University of Cincinnati; Susan Sokolowski, University of Oregon; Teresa Davis, The University of Sydney; Todd Timney, The University of Cincinnati; Xiaoqi Han, Western Connecticut State University


Author : John Oliver Hand
Sally E. Mansfield
Publisher : Cambridge University Press
Release : 1993
Page : 215
Category : Painting
ISBN 13 : 9780521450935
Description :


A catalogue of fifteenth and sixteenth century German paintings in the National Gallery of Art, Washington DC.


Author : Museum of Modern Art (New York, E.U.)
Publisher :
Release : 1988
Page : 263
Category :
ISBN 13 : 9780870705717
Description :



Author : Haidee Wasson
Publisher : Univ of California Press
Release : 2005-05-27
Page : 314
Category : Art
ISBN 13 : 0520241312
Description :


In 1935, the foundation of the Film Library of the Museum of Modern Art in New York marked the transformation of the film medium from a passing amusement to an enduring art form. Haidee Wasson maps the work of the MoMA film library as it pioneered the preservation of film & promoted the concept of art cinema.


Author : Lara Anderson
Publisher : University of Toronto Press
Release : 2020-03-20
Page : 192
Category : Literary Criticism
ISBN 13 : 1487506694
Description :


This highly original book addresses the understudied connection between food and authoritarian control during the Franco regime.


Author : Geraldine P. Biller
Edward J. Sullivan
Publisher :
Release : 1995
Page : 198
Category : Art
ISBN 13 :
Description :


"Catalog of the exhibit sponsored by the Philip Morris Companies, organized by the Milwaukee Art Museum. Perez de Mendiola provides perhaps the best and most enlightening text. As a whole, the exhibit appears to be extremely uneven due to the questionabl


Author : Kirk Varnedoe
Adam Gopnik
Publisher : ABRAMS
Release : 1990
Page : 460
Category : Art
ISBN 13 :
Description :


Readins in high & low


Author : Kirk Varnedoe
Publisher :
Release : 1999
Page : 248
Category : Art
ISBN 13 : 9780870700866
Description :


Based on a symposium held in 1999 during The Museum of Modern Art's retrospective, this volume presents nine critical essays offering dramatically different ways of understanding Pollock's art and influence. The essays reveal not just the richness of Pollock's work, but also the vitality and diversity of contemporary criticism.