Narrativa periodística en la convergencia de medios

El de hoy es un entorno en el que todos los días los medios sufren cambios estructurales y funcionales que los obligan a replantear su accionar y reinventar sus usos y esquemas de comunicación, de ahí la importancia de esta investigación mixta, cuantitativa y cualitativa, que recurrió a seguimiento en redes sociales y análisis de contenidos; detectando el cómo los medios responden al estar inmersos en un mundo en el que se pasó de una cultura de imprenta a una cultura de la pantalla donde surgen nuevas prácticas sociales que crean dispositivos a la medida de cada uno, elementos en los que conjugan el texto, el audio y el video configurando nuevos medios en los que se generan otras formas de interacción, y se replantea el quehacer profesional del Comunicador Social Periodista.

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.