3 resultados para Patrocinio
em Portal de Revistas Científicas Complutenses - Espanha
Resumo:
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.
Resumo:
Online gambling is a popular activity among adolescents. However, there has been a notable increase in the number of young people who suffer or are on the verge of pathological gambling. We review the impact of online gambling on young people and discuss the desiderability of the concept of “gambling responsibly” in order to alert of their risks and effectively prevent access to minors. The main factors associated with pathological gambling are the age of start, the family environment, the infl uence of advertising, the consumption of stimulants, and the attitudes of the peer group. Both the government and the gaming industry itself should consider these factors and develop comprehensive plans that ensure a safe and controlled model game. In this context, advertising must take into account criteria of consumer protection knowing that even if they are not allowed, children can easily have access to online gambling. All agents involved, including public and social agents, must provide mechanisms for prevention and awareness of a problem that arouses little social consciousness and excessive carelessness.
Resumo:
Desde la fecunda obra de Caro Baroja, la renovación de las élites de gobierno localizada a comienzos del setecientos ha llamado la atención de una parte de la historiografía preocupada en proponer diversos enfoques con los que interpretar este proceso de enormes consecuencias sociales y políticas. El caso de los Macanaz presenta una serie de peculiaridades que lo hacen propicio para un análisis detallado de su proceso de promoción familiar en el que sobresale la trascendencia de ciertos factores escasamente subrayados hasta el momento. El importante papel desempeñado por la casa aristocrática de Villena y el escaso peso de lo local o regnícola en su proyección posterior, nos servirá para cuestionar la dimensión de los Macanaz como iniciadores de una hipotética “hora murciana”, destacando en su caso la importancia de otros elementos complementarios como el patrocinio nobiliario, el mérito, la formación y la capacidad e iniciativa individual, vías también de acceso al servicio del rey.