Non-conventional advertising formats in television versus spots: An analysis based on the generated recall

Advertising investment and audience figures indicate that television continues to lead as a mass advertising medium. However, its effectiveness is questioned due to problems such as zapping, saturation and audience fragmentation. This has favoured the development of non-conventional advertising formats. This study provides empirical evidence for the theoretical development. This investigation analyzes the recall generated by four non-conventional advertising formats in a real environment: short programme (branded content), television sponsorship, internal and external telepromotion versus the more conventional spot. The methodology employed has integrated secondary data with primary data from computer assisted telephone interviewing (CATI) were performed ad-hoc on a sample of 2000 individuals, aged 16 to 65, representative of the total television audience. Our findings show that non-conventional advertising formats are more effective at a cognitive level, as they generate higher levels of both unaided and aided recall, in all analyzed formats when compared to the spot.

La imagen de Barbación en las "Res Gestae" de Amiano Marcelino1

Este artículo analiza uno de los personajes secundarios más relevantes de las Res Gestae (RG) de Amiano Marcelino, el magister peditum Barbación. El historiador presenta a Barbación como un ser infame: colaborador en la muerte de Galo, cobarde, arrogante y desleal con Juliano durante la campaña militar del 357, delator de falsedades ante Constancio, merecedor de una muerte indigna. Sin embargo, un estudio de conjunto de los pasajes de Res Gestae, tomando como apoyo metodológico las técnicas de argumentación aplicadas al retrato y el concepto de ‘argumentación implícita’ de Sabbah 1978 y los métodos de caracterización de personajes de Pauw 1977, corrige esta visión comúnmente aceptada y demuestra la parcialidad del historiador. Así mismo se pone de manifiesto que el personaje, como otros actantes secundarios en las RG, es una réplica del carácter de Constancio II.