El relato audiovisual publicitario del siglo XXI. Del medio televisión al medio internet. ¿Nuevos medios o nuevas formas de consumo audiovisual?

Estudiar la comunicación publicitaria del siglo XXI nos permite entender la importancia del desarrollo actual de este tipo de comunicación. Sin duda un desarrollo que afecta enormemente en el modo en que las marcas llevan a cabo sus estrategias de publicidad con su público. Pero sin duda el formato audiovisual sigue siendo el formato más utilizado por anunciantes y agencias para contactar con su público. El siglo XX estuvo definido por el desarrollo del medio televisión, el siglo XXI por el desarrollo del medio internet, pero la pregunta que realmente nos plantea este cambio mediático es conocer si estamos hablando de un cambio de medio o de un cambio en las estrategias y formatos publicitarios audiovisuales utilizados para llegar al receptor. Los mensajes publicitarios actuales resaltan por una mayor interactividad con el espectador, un contacto voluntario de éste, en muchos casos, con nuestra campaña e incluso una participación activa de nuestro consumidor en la distribución de la campaña. Los formatos evolucionan, también la relación del consumidor con el mensaje publicitario audiovisual y el producto

Iowa Pavement Asset Management Decision-Making Framework & Pavement Treatment Selection Tool for Local Agencies, TR-651, 2015

Most local agencies in Iowa currently make their pavement treatment decisions based on their limited experience due primarily to lack of a systematic decision-making framework and a decision-aid tool. The lack of objective condition assessment data of agency pavements also contributes to this problem. This study developed a systematic pavement treatment selection framework for local agencies to assist them in selecting the most appropriate treatment and to help justify their maintenance and rehabilitation decisions. The framework is based on an extensive literature review of the various pavement treatment techniques in terms of their technical applicability and limitations, meaningful practices of neighboring states, and the results of a survey of local agencies. The treatment selection framework involves three different steps: pavement condition assessment, selection of technically feasible treatments using decision trees, and selection of the most appropriate treatment considering the return-on-investment (ROI) and other non-economic factors. An Excel-based spreadsheet tool that automates the treatment selection framework was also developed, along with a standalone user guide for the tool. The Pavement Treatment Selection Tool (PTST) for Local Agencies allows users to enter the severity and extent levels of existing distresses and then, recommends a set of technically feasible treatments. The tool also evaluates the ROI of each feasible treatment and, if necessary, it can also evaluate the non-economic value of each treatment option to help determine the most appropriate treatment for the pavement. It is expected that the framework and tool will help local agencies improve their pavement asset management practices significantly and make better economic and defensible decisions on pavement treatment selection.

The media accountability of independent regulatory agencies

Independent regulatory agencies (IRAs) are increasingly attracting academic and societal attention, as they represent the institutional cornerstone of the regulatory state and play a key role in policy-making. Besides the expected benefits in terms of credibility and efficiency, these regulators are said to bring about a 'democratic deficit', following their statutory separation from democratic institutions. Consequently, a 'multi-pronged system of control' is required. This article focuses on a specific component of this system, that is, the media. The goal is to determine whether media coverage of IRAs meets the necessary prerequisites to be considered a potential 'accountability forum' for regulators. The results of a comparison of two contrasted cases - the British and Swiss competition commissions - mostly support the expectations, because they show that media coverage of IRAs corresponds to that of the most relevant policy issues and follows the regulatory cycle. Furthermore, a systematic bias in media coverage can be excluded.

Recruitment advertising and corporate image : The HRM-marketing interface

Extended abstract.

Impact of quality and environmental investment on business competitiveness and profitability: The case of travel agencies

Few studies have examined the combined effect of implementing quality and environmental management within the service sector. This void is more evident if we focus on segments in which small businesses predominate and even more so if we look for highly competitive sectors that are very variable and that have high business mortality. After analysing 198 surveys of Spanish travel agency managers using structural equations, it can be concluded that practices of quality management have a significant direct impact on business competitiveness but not on this business's financial results, at least directly. However, there is a significant relationship between environmental management practices and economic benefits. This article suggests that commitment to quality and the environment can allow small businesses in the service sector to have a competitive advantage that will separate surviving and ceased operations, particularly in sectors that are rapidly evolving and highly competitive.

The Same, but Different: Central Banks, Regulatory Agencies, and the Politics of Delegation to Independent Authorities

Independent regulatory agencies are the institutional foundations of the regulatory state that, during the past 15 years, has gained prominence throughout Europe. This article studies the rise of independent authorities in European countries by comparing regulatory agencies and central banks. Delegation to independent central banks and to independent regulatory agencies is similar in many respects. In both cases, agents are deliberately made independent from political principals through a specific institutional design. Moreover, it has been argued that delegation to both central banks and regulatory agencies is linked to the need for policy-makers to improve the credibility of policy commitments, to the wish of incumbent politicians to tie the hands of future majorities, and to the extent to which the institutional contexts safeguard policy stability. Through an analysis of the formal independence of central banks and regulatory agencies in Western Europe, this article identifies an empirical puzzle that casts doubts on the accuracy of current explanations. Veto players and the uncertainty of incumbent policy-makers in respect to their re-election prospects matter for delegation to both central banks and regulatory agencies, but in opposite ways. Making sense of these anomalies is necessary to achieve a better understanding of delegation to independent authorities.

Advertising in Mobile Games - A Business Model Evaluation

Tämän tutkimuksen tavoitteena oli selvittää kuinka houkuttelevan liiketoimintamahdollisuuden mobiilipelit tarjoavat mainostusalustana. Tutkimus suoritettiin tapaustutkimuksena. Tutkimus aloitettiin määrittelemällä liiketoimintamalli, jonka jälkeen suoritettiin yleinen katsaus Suomen mobiilipelimarkkinoille. Tämän jälkeen arvoketju-, arvoverkko- sekä markkina-analyysin avulla selvitettiin liiketoimintamallin mahdollisuudet sekä rajoitukset. Tutkimukseen käytettiinteorettista viitekehystä joka pohjautui Hamelin liiketoimintamalliin, Porterin arvoketjuun sekä Alleenin arvoverkoon. Tutkimuksen tuloksena todettiin, että mainostaminen mobiilipeleissä tarjoaa liiketoimintamahdollisuuden ilman esteitä sentoteuttamiselle. Suomalaiset mobiilipelimarkkinat ovat kuitenkin pirstoutuneet,minkä johdosta tutkittu 'mainosten hallinta-alusta'-liiketoimintamalli aiheuttaa liian suuret integraatiokustannukset. Myös suuri määrä pelitoimittajia heikentää mallin tehokkuutta.

The Political Communication of Independent Regulatory Agencies

Since independent regulatory agencies (IRAs) became key actors in European regulatory governance in the 1990s, a significant share of policy-making has been carried out by organizations that are neither democratically elected nor directly accountable to elected politicians. In this context, public communication plays an important role. On the one hand, regulatory agencies might try to use communication to raise their accountability and thereby to mitigate their democratic deficit. On the other hand, communication may be used with the intent to steer the behavior of the regulated industry when more coercive regulatory means are unfeasible or undesirable. However, empirical research focusing directly on how regulators communicate is virtually non-existent. To fill this gap, this paper examines the public communication of IRAs in four countries (the United Kingdom, Germany, Ireland, and Switzerland) and three sectors (financial services, telecommunications, and broadcasting). The empirical analysis, based on qualitative interviews and a quantitative content analysis, indicates that the organization of the communication function follows a national pattern approach while a policy sector approach is helpful for understanding the use of communication as a soft tool of regulation.

Direct to consumer advertising : the case for greater consumer control

A nyone traveling to the United States from countries other than New Zealand will be surprised by the prevalence of health-related advertisements on television, including ads for drugs. Typically, these TV ads follow a pattern: an ad for a burger at only 99 cents, followed by one for a proton-pump inhibitor, then an ad on healthy home-cooked food delivered directly to your home and an ad for a home-based abdominal workout DVD, followed by an ad for a lipid-lowering drug. There are, however, nuances. After 8 pm, the visitor might encounter an ad for the "little blue pill." This sequence sometimes includes an ad featuring antihistamines for allergic rhinitis in spring and one promoting antidepressants in the winter. Such direct-to-consumer advertising (DTCA) of prescription drugs is usual business in the United States and New Zealand but is prohibited in the rest of the world. Why? Because DTCA for prescribing drugs has pros and cons (discussed elsewhere,1-3 including in JGIM4) that are balanced differently in different countries. Constitutional factors-such as the First Amendment protections on speech, including commercial speech, in the United States5 -as well as patient and population safety considerations, which all differ across countries, modulate reactions to DTCA. Additionally, lack of robust data on the impact of DTCA on prescription drug use adds to the confusion. Evidence, though limited, suggests that DTCA increases drug sales. However, whether the increase in sales corrects existing underuse or encourages over/misuse is not clear.

Mobile Marketing in Japan

Mobiilimarkkinoinnin markkinat ovat vasta rakentumassa ja suurin osa alan toimijoista etenkin Suomessa yrittää vielä löytää rooliaan. Sen sijaan Japanissa sisällöntuotantoliiketoiminta matkapuhelimille kukoistaa ja mobiilimarkkinointi on jo saavuttanut merkittävän aseman mobiili-internetin palvelutarjonnassa. Toisin kuin Suomessa, jossa mobiilimarkkinat ovat vielä lastenkengissä, Japanissa myös mobiilimarkkinoinnin arvoketju on vähitellen muotoutumassa.Tämän tutkimuksen tavoitteena oli antaa käsitys Japanin mobiilimarkkinoinnin dynamiikasta ja luoda viitekehys operaattorin tulevalle roolille mobiilimarkkinoinnin markkinoiden rakentamisessa. Tutkimus on deskriptiivinen ja aineisto on kerätty alan kirjallisuudesta sekä haastattelemalla tärkeitä mobiilimarkkinoiden toimijoita Japanissa. Japanissa operaattoreilla (NTT DoCoMo, J-Phone ja KDDI) on erittäin vahva asema mobiili-internetin ja mobiilimarkkinoinnin markkinoilla. Ne hallitsevat asiakasrajapintaa, päättävät mobiiliverkon ja matkapuhelimien ominaisuuksista sekä siitä, ketkä sisällöntuottajista pääsevät osaksi heidän laskutusjärjestelmäänsä. Markkinoinnissa operaattoreilla ei ole yhtä näkyvää roolia. Omistussuhteiden kautta ne kuitenkin vaikuttavat lähes koko arvoketjuun. Operaattorit ovat yhdessä Japanin suurimpien mainostoimistojen kanssa luoneet tytäryhtiöitä, jotka hoitavat mainonnan operaattorin mobiiliportaalissa. Japanissa operaattori on ottanut hallitsevan roolin mobiilimarkkinoiden rakentamisessa. Tiivis yhteistyö eri toimijoiden, kuten matkapuhelinvalmistajien, sisällöntuottajien ja mainostoimistojen kanssa, on mahdollistanut kokonaisvaltaisen palvelupaketin tarjoamisen. Palvelupaketti sisältää käyttäjäystävällisen liittymän mobiili-internetiin sekä edulliset puhelimet. Juuri tiivis yhteistyö onkin ollut yksi tärkeimmistä menestystekijöistä Japanin markkinoita rakennettaessa. Mobiilimarkkinoita rakennettaessa operaattorilla on merkittävä rooli markkinoiden muodostajana ja sisällön kokoojana. Operaattorien tulee varautua roskapostin vastaiseen taisteluun, jos sähköpostia annetaan lähettää suoraan matkapuhelimeen. On erityisen tärkeää varmistaa, ettei käyttäjien tarvitse kärsiä roskapostista, muuten suoramarkkinoinnin mahdollisuus matkapuhelimeen menetetään. Ainoastaan aktiivisella edistämisellä ja osallistumisella mobiili-internetin sisällöntuotanto- ja markkinointiliiketoimintaan operaattori voi vahvistaa markkina-asemaansa ja varmistaa osuutensa tulevista markkinoista.

The Political Communication of Independent Regulatory Agencies

Since independent regulatory agencies (IRAs) became key actors in European regulatory governance in the 1990s, a significant share of policy-making has been carried out by organizations that are neither democratically elected nor directly accountable to elected politicians. In this context, public communication plays an important role. On the one hand, regulatory agencies might try to use communication to raise their accountability and thereby to mitigate their democratic deficit. On the other hand, communication may be used with the intent to steer the behavior of the regulated industry when more coercive regulatory means are unfeasible or undesirable. However, empirical research focusing directly on how regulators communicate is virtually non-existent. To fill this gap, this paper examines the public communication of IRAs in four countries (the United Kingdom, Germany, Ireland, and Switzerland) and three sectors (financial services, telecommunications, and broadcasting). The empirical analysis, based on qualitative interviews and a quantitative content analysis, indicates that the organization of the communication function follows a national pattern approach while a policy sector approach is helpful for understanding the use of communication as a soft tool of regulation.