Comunicação digital, relações públicas e gestão de marcas: Interatividade e relacionamento como ferramentas de branding

This paper aims to present the contribution of Public Relations in the process of branding, using digital communication as a tool for interaction with the public, and through strategic management, building and maintaining strong and lasting relationships with consumers, resulting in building bonds of sympathy, identification, and networks engaged and loyal consumers to brands. Therefore, were performed bibliographical research covering topics such as information society, network society, the dynamics of social networks, digital media, brands, branding, marketing 3.0, Public Relations and Public Relations 2.0. Were also undertaken observations on communication actions that used digital social media, focusing on interactivity, collaboration and relationship, to better understand how organizations are realizing the importance of interaction and relationship management with the public and how they are performing this communication. At the end, some of these actions are presented as examples of the theories studied, and as a demonstration of the benefits brought to these organizations and their brands

Geração de receitas complementares em mídia digital para um programa regional de televisão: estudo de caso do Revista de Sábado

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

Contribuições à análise de qualidade do jornalismo na comunicação pública digital

Scientific research has shown remarkable advances in the formulation of criteria for assessing the quality of journalism practiced in the commercial media and public broadcasting, comprising aspects such as management models, business principles, parameters to the assessment of results and exercise of social responsibility. However, there are fewer investigations on the practice of journalism in digital public communication formats explored by government web portals. The contribution of this paper lies in a proposal of elements for the construction of parameters for evaluating the quality of journalism in the digital public communication. The proposal is inspired by criteria for evaluating the quality of commercial media and public broadcasting and suggests means for its application in the journalism practiced in the context of government web portals.

New Business Models And Editorial Exemption: A Study On Service Journalism Based On Ecommerce Operations

The paper presents and discusses business strategies based on the association from journalistic content to new commercial practices in digital media. We describe selected examples from Folha de S. Paulo and El País involving service guides, links and ecommerce advertisements. The employed method provides content analysis to illustrate how the search for new business models in journalism may conduct its commercial activities beyond the conventional sale of advertising and subscriptions, including a discussion on the challenges and implications of this practice. The hypothesis is demonstrated by describing operations for the sale of tickets, books, music, and films related to news features and service journalism contents. The text finally wonders and discusses how such commercial actions may affect editorial autonomy and publishing exemption.

Digital marketing: comunicazione e percezione del nuovo marketing

Il Digital Marketing si occupa di tutto quello che possiamo fare, grazie ad Internet, per far crescere il business aziendale. Le tecnologie informatiche negli ultimi anni stanno producendo degli effetti pervasivi sulle infrastrutture delle imprese, sui prodotti, sui mercati e sui consumatori, con una rilevanza tale all'interno di un periodo di tempo relativamente limitato che non è possibile riscontrare in nessuna epoca passata. Coinvolgono le relazioni tra imprese, i mercati dei consumatori, le relazioni tra gli stessi consumatori, le singole componenti del marketing mix (prodotto, prezzo, comunicazione, distribuzione) e le loro modalità di interazione e di gestione all'interno della strategia di marketing dell'impresa. L'evoluzione del mondo digitale ha portato imprese e consumatori a dover affrontare un cambiamento radicale del paradigma di marketing e comunicazione che vede la relazione e l'interazione al centro di uno scambio di messaggi bilaterali altamente personalizzati e costanti. Il marketing non è un processo lineare ma circolare, in cui ascolto e comprensione dei bisogni e delle forze che agiscono sui mercati, progettazione dei prodotti o servizi in grado di rispondere alle nuove opportunità individuate, si integrano e cambiano continuamente. Quando si parla di Internet e commercio non si pensa solo all'e-commerce, ovvero all'acquisto e al pagamento del prodotto su Internet. La Rete ha acquisito un'influenza basilare in tutte le fasi precedenti all'acquisto infatti sul Web si attuano attività di ricerca e raccolta di informazioni, selezione, comparazione e perfezionamento che precedono la decisione d'acquisto e che specialmente per i beni durevoli e dall'alto valore monetario rappresentano un momento cruciale del processo d'acquisto. Questo fenomeno ha condizionato uno scenario di mercato in cui si sono abbassate le barriere di accesso all'informazione, si sono ridotti i tempi di relazione tra le persone e tra le persone e l'azienda e in alcuni settori sono crollare le barriere all'ingresso permettendo, attraverso la creazione di attività online di raggiungere e instaurare una relazione diretta. Questo elaborato si propone come un'analisi del digital marketing. Suddiviso in sei capitoli vuole dare una soddisfacente panoramica di questo nuovo marketing.

Excellence in business teaching: A quick start guide. Book Review

The article reviews the book "Excellence in Business Teaching: A Quick Start Guide," by Ellen Auster, Tina Grant, and Krista Wylie.

Studying the Roles of Nonprofits, Government, and Business in Providing Activities and Services to Youth in the Phoenix Metropolitan Area

The article addresses the questions, What do children in urban areas do on Saturdays? What types of organizational resources do they have access to? Does this vary by social class? Using diary data on children's activities on Saturdays in the Phoenix-Mesa-Scottsdale metropolitan area, the authors describe the different types of venues (households, businesses, public space, associations, charities, congregations, and government/tribal agencies) that served different types of children. They find that the likelihood of using a charity or business rather than a government or tribal provider increased with family income. Also, the likelihood of using a congregation or a government facility rather than a business, charity, or household increased with being Hispanic. The authors discuss the implications for the urban division of labor on Saturdays and offer research questions that need further investigation.

Aging and Mental Health: Business as Usual?

Cautions that in developing training models in mental health and aging, psychologists must not overlook what experience has taught them about mental health intervention or what they know already about older adults. It is suggested that a life-span developmental view complements a community and preventive approach to the mental health needs of the elderly. Creation of a separate subspecialty of clinical geropsychology will not effectively serve older adults. What is needed is a synthesis ofalready existing expertise in areas such as life-span development, clinical psychology, and community psychology. This synthesis provides a conceptual foundation and set of intervention approaches on which to base training programs in mental health and aging.

The Influence of Enterprise Systems on Business and Information Technology

Business strategy is important to all organizations. Nearly all Fortune 500 firms are implementing Enterprise Resource Planning (ERP) systems to improve the execution of their business strategy and to improve integration with its information technology (IT) strategy. Successful implementation of these multi-million dollar software systems are requiring new emphasis on change management and on Business and IT strategic alignment. This paper examines business and IT strategic alignment and seeks to explore whether an ERP implementation can drive business process reengineering and business and IT strategic alignment. An overview of business strategy and strategic alignment are followed by an analysis of ERP. The “As-Is/To-Be” process model is then presented and explained as a simple, but vital tool for improving business strategy, strategic alignment, and ERP implementation success.

The service bundle design in a digital environment

Der Artikel behandelt das Projektieren der Produkt-Service-Verbindung vom Standpunkt der Informationsintegration aus. Der Autor erläutert grundlegende Unterschiede zwischen dem traditionellen und dem modernen Operationsmanagementkonzept. Ergänzend wird die Rolle der logistischen Unterstüzungsanalyse wird betrachtet. Der Artikel stellt das Konzept von CALS (Continuous Acquisition and Life cycle Support) dar, welches als Umgebung, die Datenverteilung zwischen den in den Entwicklungsprozess beteiligten Geschäftspartnern ermöglicht.

A 13-Year Summary of the ISU Beef Cow Business Record

A 13-year summary of the Iowa State University Extension Service’s Beef Cow Business Record (BCBR) was compiled to show the trends in cost, profit, and production for beef-cow enterprises in Iowa. During these 13 years, 966 yearly records were summarized on herds with an average size of 74.6 cows. Each year-end summary sorts the producers with profits in the top and the bottom thirds of the group so that differences can be analyzed. The average cost to maintain a beef cow from 1982 to 1994 was $370.80. Cost components included in this average total were: feed and pasture, $177.10; operating, $45.40; depreciation, taxes, and insurance, $19.70; labor, $44.90; and capital, $83.70. Producers sorted into the top one-third profit group had 13-year average total cow costs of $309.80, but the bottom onethird profit group averaged $437.10. Economic returns per cow for these same 13 years were: return to capital, labor, and management, $139.50; return to labor and management, $56.20; and net profit, $20.20. Top-profit producers had an average net profit of $126.20 per cow, whereas the least profitable group had an average loss of $107.40. Of this $233.60 difference, $127.30 was due to production cost, and the remaining $106.30 was caused by gross return differences. The average number of pounds of beef produced per cow from 1984 through 1994 was 567. This production was achieved with 2.5 acres of pasture, 3.9 acres of cornstalk grazing, and 4,675 pounds of stored feed per cow unit. Top-profit producers used 673 pounds of stored feed per hundredweight of production, but the least profitable producers used 1,015 pounds. Top-profit producers produced 74 pounds more per cow while using 1,313 pounds less stored feed.

The New Concept of Universal Service in a Digital Networked Communications Environment

Digitization, sophisticated fiber-optic networks and the resultant convergence of the media, communications and information technology industries have completely transformed the communications ecosystem in the last couple of decades. New contingent business and social models were created that have been mirrored in the amended communications regimes. Yet, despite an overhaul of the communications regulation paradigm, the status of and the rules on universal service have remained surprisingly intact, both during and after the liberalization exercise. The present paper looks into this paradox and examines the sustainability of the existing concept of universal service. It suggests that there is a need for a novel concept of universal service in the digital networked communications environment, whose objectives go beyond the conventional internalizing and redistributional rationales and concentrate on communication and information networks as a public good, where not only access to infrastructure but also access to content may be essential.

The Changing Environment of Audiovisual Media. New Technologies, New Patterns of Consumer/Business Behaviour and Their Implications for Audiovisual Media Regulation

Digital TV offers of 200 channels and 500 video-on-demand films, podcasting, mobile television, a new web blog being created every two seconds - these are some of the factual elements depicting contemporary audiovisual media in the digital environment. The present article looks into some of these technological advances and sketches their implications for the markets of media content, in particular as newly emerging patterns of consumer and business behaviour are concerned. Ultimately, it puts forward the question of whether the existing audiovisual media regulatory models, which are still predominantly analogue-based, have been rendered obsolete by the transformed (and continually transforming) digital environment.

Applying the fuzzy analytical hierarchy process in digital marketing

The fuzzy analytical network process (FANP) is introduced as a potential multi-criteria-decision-making (MCDM) method to improve digital marketing management endeavors. Today’s information overload makes digital marketing optimization, which is needed to continuously improve one’s business, increasingly difficult. The proposed FANP framework is a method for enhancing the interaction between customers and marketers (i.e., involved stakeholders) and thus for reducing the challenges of big data. The presented implementation takes realities’ fuzziness into account to manage the constant interaction and continuous development of communication between marketers and customers on the Web. Using this FANP framework, the marketers are able to increasingly meet the varying requirements of their customers. To improve the understanding of the implementation, advanced visualization methods (e.g., wireframes) are used.