Teoría y Técnica de las Relaciones Públicas II. Tema 2 (curso 2011-2012)

Tema 2: Técnicas específicas de investigación en Relaciones Públicas: en la auditoría y en la evaluación.

Teoría y Técnica de las Relaciones Públicas II. Tema 3 (curso 2011-2012)

Tema 3: Ámbitos de aplicación de las Relaciones Públicas.

Teoría y Técnica de las Relaciones Públicas II. Tema 6 (curso 2011-2012)

Tema 6: Las relaciones con la comunidad y las técnicas en la comunicación con la comunidad local.

Teoría y Técnica de las Relaciones Públicas II. Tema 7 (curso 2011-2012)

Tema 7: Las relaciones con activistas y técnicas en la comunicación medioambiental.

Teoría y Técnica de las Relaciones Públicas II. Tema 8 (curso 2011-2012)

Tema 8: Las relaciones y las técnicas en la comunicación corporativa.

What makes an ad enjoyable? Analysing advertising appeals as viewed by Portuguese consumers

Nowadays, consumers are faced with a variety of media that convey myriad advertising messages, which struggle amidst a highly competitive environment, with a view to drawing the viewers’ attention, raising awareness, creating interest and inspiring desire and, ultimately, leading to the purchase of the product/service at stake. For this, advertising professionals deliberately intertwine their selling arguments with emotionally-charged creative concepts. It is the aim of this study to analyse the impact of the main creative appeals and to identify groups of consumers based on their attitudes towards them. We have undertaken a quantitative study, by means of a survey administered to a convenience sample with a list of creative appeals, which had to be classified by the respondents according to their attitudes. Globally speaking, the preferred appeals were humour, music and animation. Nonetheless, it was possible to divide the respondents into three groups. ‘Advertising fans’, the ‘rationally-minded’ and the ‘emotionally-minded’. This study presents some limitations, especially as to the sample used. Apart from the reduced number of respondents and lack of more widespread geographic reach, some academic qualifications were underrepresented. The results of this study offer some avenues to be explored by marketing and advertising professionals when it comes to deciding on the best creative approach to select for their advertising campaigns. Besides, this study paves the way to the development of future research on the issue of advertising appeals and its relationship with the psychographic characteristics of consumers.

Tutorial Glogster

Tutorial de la herramienta Glogster para que los alumnos y alumnas de la asignatura Producción y Realización en Medios Audiovisuales hagan un póster virtual.

Definiciones equipo de producción y realización audiovisual

HotPotaoes sobre las funciones del equipo de producción y realización audiovisual.