Impacto de la publicidad de el producto vive 100 en sus consumidores

Este escrito tiene como fin analizar el impacto y la retroalimentación de las campañas publicitarias televisivas en los consumidores ya que algunas empresas invierten grandes sumas de dinero pautando por este medio. Se pretende aportar un estudio de mercados, en el cual se abarcara toda la perspectiva de las empresas que pueden y no pautar en televisión, hasta llegar al estudio específico, tomando como objeto de estudio una empresa y un producto. Por otro lado, se realizara una evaluación de los procesos involucrados en la cadena de valor de Porter, con el fin de ampliar la información requerida para el producto en estudio. La investigación se realizara por medio de encuestas y observaciones etnográficas y se espera definir si se debe mantener la estructura actual de pautas publicitarias o si se debe cambiar la línea de comunicación, proponiendo otras posibles alternativas.

Populärmusik i TV-reklam : En kvalitativ undersökning av musiken som betydelsebärande teckensystem

This paper examines a popular music song (Heartbeats by Jose Gonzalez) as a sign system in television advertising. The study was conducted through qualitative questionnaires in connection to an audio-visual method of analysis called Masking. The method facilitates the analysis of isolated parts in the audio-visual spectrum by masking/hiding parts of the audio-visual totality.The survey had seven respondents where a hermeneutic epistemological approach was used. For the analysis Cooper's theory of brand identity (Practical and Symbolic Attitudes to Buying Brands) was used together with an interaction model for music in audio-visual advertising called "Modes of music-image interaction”. The results showed that the music was associated with values as genuine, honest, responsibility, purity, independence and innovation. The music's symbolic values helped to position the brand in a lifestyle context. The music also helped to express the target group’s identity and attitudes by being innovative and independent. It also enhanced the perception of the visual colour rendition in the film. In general the television advertisement perceived more positive and entertaining when the music was present. In other words the music's social and cultural position contributed to raise the film's credibility. A deeper social and cultural value was created in the movie through resonance between symbolic values of the music and symbolic values of the film.

Soft money : private foundations of party politics

In the area of campaign financing in federal elections, one of the most controversial issues is that of soft money. Soft money refers to those funds raised by the national party organizations for use on various grassroots and party-building activities. but which are not subject to the restraints of federal campaign finance law. Critics contend that these party-building activitie, such as generic television advertising, voter registration and get-out-the vote drives, provide ancillary benefits to federal candidates and should, therefore, be subject to federal contribution and expenditure limits. Critics further argue that because these funds are not subject to federal law and do benefit federal candidates, the national parties raise monies in amounts and from sources, such as corporations and unions, that are prohibited under federal law. Efforts to gain a better understanding of soft money have been hampered by a lack of data, as the national parties were not required to disclose their soft money receipts and transactions until 1991. The purpose of this study is to analyze data recently made available in an attempt to add the import of empirical evidence to the debate over soft money. The nature, size and timing of soft money contributions are investigated and national party soft money disbursements are examined. The findings suggest that any attempts to reform the soft money system must first consider its compensatory benefits. Most prominently, this includes the extent to which soft money has promoted the resurgence of the national party organizations in the context of election politics.

Characteristics of participants in Australia's Get Healthy telephone-based lifestyle information and coaching service : reaching disadvantaged communities and those most at need

To address increasing rates of overweight and obesity, a population-based telephone intervention was introduced in New South Wales, Australia. The Get Healthy Information and Coaching Service® (GHS) offered participants a 6-month coaching program or detailed self-help information. Determining the population reach of GHS is of public health importance to ensure that the program reaches disadvantaged groups. This paper describes the socio-demographic and risk profile of participants (n = 4828) in the first 18 months of operations, determines how representative they are of the population, assesses changes in participants’ socio-demographic profile and compares ‘information-only’ and ‘coaching’ participants. The results show that GHS users are representative of the adult population in relation to education, employment status, Aboriginal status, fruit and vegetable consumption and alcohol use. However, more female, middle-aged, English-speaking, rural and socially disadvantaged adults participated in GHS. Coaching Participants were more likely to be overweight and to be ex-smokers than the general population. There was substantial variability in GHS recruitment, when mass-reach television advertising was used, participants enrolled from a major city and from more disadvantaged communities. The GHS has broader population reach than many local interventions, but further efforts are needed to increase reach by Aboriginal communities, other minorities and men.

The effect of product placement in computer games on brand attitude and recall

Media fragmentation and proliferation, in concert with declining television advertising efficacy, has engendered interest in developing more effective ways to reach consumers – particularly non-users of a brand. This study explores the effect of active product placement in computer games on both brand attitude (Abrand) and recall. Findings suggest that exposure to a particular brand in a computer game can increase Abrand among consumers whose pre-existing attitude towards the brand in question is fairly low. It was concluded that product placement within computer games is an effective means of fostering high spontaneous brand recall and even of influencing consumers less positively predisposed towards a brand (analogous to non-users). These findings have promising managerial implications for firms looking to grow their customer base through acquisition and conversion.

The Australian screen producer in transition

The role of the screen producer is ramifying. Not only are there numerous producer categories, but the screen producer function is also found on a continuum across film, television, advertising, corporate video and the burgeoning digital media sector. In recent years, fundamental changes to distribution and consumption practices and technologies should have had a correlate impact on screen production practices and on the role of existing screen producers. At the same time, new and recent producers are learning and practising their craft in af ield that has already been transformed by digitization and media convergence. Our analysis of the work, experience and outlook of screen producers in this chapter is based on data collected in the Australian Screen Producer Survey (ASPS), a nationwide survey conducted by the ARC Centre of Excellence for Creative Industries and Innovation, the media marketing firm Bergent Research and the Centre for Screen Business at the Australian Film, Television and Radio School (AFTRS) in 2008/2009 and 2011.2 We analyse the results to better understand the practice of screen production in a period of industry transition, and to recognize the persistence of established production cultures that serve to distinguish different industry sectors.

Indústria cultural e infância: uma análise da relação entre as propagandas midiáticas, o consumo e o processo formativo das crianças

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

A propaganda e a publicidade na TV digital: um estudo exploratório de tendências

Pós-graduação em Televisão Digital: Informação e Conhecimento - FAAC

TV digital sob a perspectiva publicitária: uma análise do advertainment na narrativa audiovisual

Pós-graduação em Televisão Digital: Informação e Conhecimento - FAAC

Culto ao corpo na publicidade: tecnologias para a construção do eu

Pós-graduação em Desenvolvimento Humano e Tecnologias - IBRC

Children and teenagers working in artistic labor: Brazilian situation and international examples

This descriptive study about children and adolescents artistic labor verifies the applicable legislation, in Brazil, regarding the participation of children and adolescents in the entertainment industry and in advertising campaigns, as well as the judicial processes about the theme known by the Brazilian Superior Court of Justice up to October, 2010. The results permit to conclude that, due to the lack of specific regulation and general rule of child labor prohibition, the restrictions that tend to protect the health and security of children and adolescents that act in the artistic niche (television, advertising, fashion, movies etc.) have been, in Brazil, at subjective criteria of the judges and, in many cases, in the hands of producers themselves. Brief considerations on how other countries regulate the theme are also presented (the USA, Portugal and Argentina).

Personas mayores y publicidad: representaciones de género en televisión

Esta investigación analiza la representación de los mayores en la publicidad televisiva española desde un enfoque de género. Se examina el contenido de 2065 spots de la franja horaria de máxima audiencia durante una semana en 2008 y de cinco cadenas españolas (TVE 1, La 2, Tele 5, Antena 3 y Cuatro). Los resultados revelan que las mujeres mayores están infrarrepresentadas en comparación con los datos demográficos. Igualmente los personajes femeninos y masculinos se muestran con características asociadas al estereotipo de género. Las conclusiones de este estudio están en consonancia con investigaciones previas de otros países. Entre las implicaciones destacan aquellas que atienden a la aplicación de un modelo más igualitario bajo la consideración de sus posibles efectos en el objetivo de la publicidad.

Novas Fronteiras entre as Telenovelas Exibidas nos Estados Unidos e a Comunicação Publicitária

La telenovela, un producto típico de América Latina, está presente notablemente en la cultura hispana en los Estados Unidos. El éxito de audiencia de las telenovelas en canales hispanos en los Estados Unidos también refleja las inversiones en la publicidad televisiva en estos productos, y algunas acciones se están produciendo de una manera nunca antes experimentada. En este contexto, esta investigación tiene como objetivo reflexionar sobre las nuevas posibilidades de promoción y el consumo de las tramas de las telenovelas en América Latina, a través principalmente de los datos de fuentes bibliográficas directas e indirectas.

Does competitive entry structurally change key marketing metrics?

To what extent does competitive entry create a structural change in key marketing metrics? New players may just be a temporal nuisance to incumbents, but could also fundamentally change the latter's performance evolution, or induce them to permanently alter their spending levels and/or pricing decisions. Similarly, the addition of a new marketing channel could permanently shift shopping preferences, or could just create a short-lived migration from existing channels. The steady-state impact of a given entry or channel addition on various marketing metrics is intrinsically an empirical issue for which we need an appropriate testing procedure. In this study, we introduce a testing sequence that allows for the endogenous determination of potential change (break) locations, thereby accounting for lead and/or lagged effects of the introduction of interest. By not restricting the number of potential breaks to one (as is commonly done in the marketing literature), we quantify the impact of the new entrant(s) while controlling for other events that may have taken place in the market. We illustrate the methodology in the context of the Dutch television advertising market, which was characterized by the entry of several late movers. We find that the steady-state growth of private incumbents' revenues was slowed by the quasi-simultaneous entry of three new players. Contrary to industry observers' expectations, such a slowdown was not experienced in the related markets of print and radio advertising.

La retroalimentación facial y su efecto en la evaluación de publicidad de humor

La hipótesis de retroalimentación facial planteada por Tomkins en 1962 sustenta que la activación de algunos músculos faciales envía información sensorial al cerebro y se induce entonces una experiencia emocional en el sujeto. Partiendo de dicha teoría y de investigaciones que la sustentan, el presente estudio se propuso confirmar el efecto de la emoción inducida a través de la retroalimentación facial sobre la evaluación de cinco tipos de humor en publicidad. Para ello se realizó un experimento con 60 hombres y 60 mujeres, que fueron asignados aleatoriamente a una de dos condiciones: estimulación de sonrisa –músculos hacia arriba- o inhibición de sonrisa –músculos hacía abajo-, mientras evaluaban 16 imágenes de publicidad de humor. A partir del análisis de los resultados se encontraron diferencias significativas entre las condiciones; en línea con la hipótesis formulada, los participantes expuestos a la condición estimulación de sonrisa –músculos hacía arriba- evaluaron más positivamente los comerciales. También se encontraron diferencias significativas en función del sexo y los tipos de humor evaluados. El estudio ofrece evidencia empírica de la teoría propuesta hace más de medio siglo y su efecto en el ámbito de la publicidad actual.