Consumo, marcas e intangibles en el público infantil y joven
Author : Mónica Viñarás Abad
Publisher : ESIC
Page : 204 pages
File Size : 36,29 MB
Release : 2023-05-18
Category : Law
ISBN : 8411701522
Author : Mónica Viñarás Abad
Publisher : ESIC
Page : 204 pages
File Size : 36,29 MB
Release : 2023-05-18
Category : Law
ISBN : 8411701522
Author : Antón Álvarez Ruiz
Publisher : ESIC Editorial
Page : 212 pages
File Size : 14,18 MB
Release : 2014-04-30
Category : Business & Economics
ISBN : 8473567412
El branded content —contenidos y entretenimiento patrocinados por una marca— plantea toda una serie de interesantes cuestiones, especialmente cuando se dirige al público infantil y juvenil. ¿Es útil para todas las marcas? ¿Cuándo y cómo debe utilizarse? ¿Consigue solo un efecto temporal o puede servir para crear relaciones duraderas? ¿Cómo lo viven los jóvenes consumidores y cómo interactúan con él? Y, sobre todo, ¿cómo practicar estas técnicas de una manera seria, consecuente y responsable? Durante el último festival de «El Chupete» se produjo un amplio y extenso debate sobre este tipo de publicidad que no parece publicidad. Y se llegó a las conclusiones que aquí recogemos y que resumen los conocimientos de prestigiosos analistas, educadores, investigadores y expertos en la gestión de marcas como Danone, Campofrío, Grupo Pascual, revista Clan, Google y YouTube… El resultado es un interesante conjunto de experiencias y de ideas sobre el uso de esta modalidad publicitaria tan innovadora y, a la vez, tan difícil de manejar. Y que será de enorme utilidad para profesionales del marketing, la publicidad, la investigación y la docencia. Índice Perspectiva sobre el contenido de marca.- De Popeye a Red Bull.- «Bebé a bordo», el primer programa de «coaching» para padres primerizos.- El «branded content» educativo.- La eficacia del «branded content» en un mundo de comunicación «transmedia».- Los siete hábitos de la Generación C.- Aplicando el «branded content» a marcas de alimentación.- La comunicación de Danone: combinando medios y contenidos, respetando la sensibilidad social.- «Branding content»: con-jugando entretenimiento y publicidad en escenarios lúdicos y emocionales.- «Branded content» y «storytelling». El arte de crear contenidos y contar historias.- El «branded content» como estrategia en la industria cultural del videojuego.- «Branded content», juguetes y niños.- Conectando con el público joven a través de los contenidos: el caso de Coca-Cola.- El marco legal del «branded content».
Author : Lucian Peter Christoph Peppelenbos
Publisher : Kit Pub
Page : 0 pages
File Size : 48,13 MB
Release : 2010
Category : Agriculture
ISBN : 9789460220555
Value Chain Finance is a solution to such dilemmas.
Author : United States. Public Health Service. Office of the Surgeon General
Publisher :
Page : 728 pages
File Size : 22,29 MB
Release : 2010
Category : Government publications
ISBN :
This report considers the biological and behavioral mechanisms that may underlie the pathogenicity of tobacco smoke. Many Surgeon General's reports have considered research findings on mechanisms in assessing the biological plausibility of associations observed in epidemiologic studies. Mechanisms of disease are important because they may provide plausibility, which is one of the guideline criteria for assessing evidence on causation. This report specifically reviews the evidence on the potential mechanisms by which smoking causes diseases and considers whether a mechanism is likely to be operative in the production of human disease by tobacco smoke. This evidence is relevant to understanding how smoking causes disease, to identifying those who may be particularly susceptible, and to assessing the potential risks of tobacco products.
Author : James Gleick
Publisher : Vintage
Page : 400 pages
File Size : 48,96 MB
Release : 2011-03-01
Category : Science
ISBN : 0307379574
From the bestselling author of the acclaimed Chaos and Genius comes a thoughtful and provocative exploration of the big ideas of the modern era: Information, communication, and information theory. Acclaimed science writer James Gleick presents an eye-opening vision of how our relationship to information has transformed the very nature of human consciousness. A fascinating intellectual journey through the history of communication and information, from the language of Africa’s talking drums to the invention of written alphabets; from the electronic transmission of code to the origins of information theory, into the new information age and the current deluge of news, tweets, images, and blogs. Along the way, Gleick profiles key innovators, including Charles Babbage, Ada Lovelace, Samuel Morse, and Claude Shannon, and reveals how our understanding of information is transforming not only how we look at the world, but how we live. A New York Times Notable Book A Los Angeles Times and Cleveland Plain Dealer Best Book of the Year Winner of the PEN/E. O. Wilson Literary Science Writing Award
Author : Jan Christiaan Smuts
Publisher :
Page : 384 pages
File Size : 14,72 MB
Release : 1926
Category : Health & Fitness
ISBN :
Author : Terry Eagleton
Publisher : Univ of California Press
Page : 100 pages
File Size : 19,11 MB
Release : 1976-08-16
Category : Literary Criticism
ISBN : 9780520032439
"Far and away the best short introduction to Marxist criticism (both history and problems) which I have seen."--Fredric R. Jameson "Terry Eagleton is that rare bird among literary critics--a real writer."--Colin McCabe, The Guardian
Author : Steven M. Kaplan
Publisher : John Wiley & Sons
Page : 640 pages
File Size : 38,67 MB
Release : 1993
Category : Business & Economics
ISBN :
In today's "global village", nearly 450 million people speak English while another 350 million speak Spanish. The United States alone, with its more than 22 million Hispanic Americans, is now considered by many to be a bilingual society. As the practice of law and the resolution of legal issues, to a great extent, is all about precise communication, the impact of this on legal and business professionals is obvious - Spanish/English, English/Spanish translations are fast becoming an indispensable component of any thriving law practice or business, be it a small company or a multinational corporation. Translations are now routinely required for trials, contracts, real estate and financial transactions, and in many other situations. Clearly then, the need for a comprehensive bilingual reference such as this one has never been greater. Wiley's English/Spanish and Spanish/English Legal Dictionary offers comprehensive, up-to-date coverage of more than 40,000 essential words and phrases spanning all legal disciplines and subdisciplines including construction, real estate, insurance, business, trial, environmental law, intellectual property, family law, and more. It was written by a professional translator in collaboration with an advisory committee comprising attorneys from some of the most prominent firms in the international legal community. Featuring an extremely user-friendly format, the Dictionary was designed for quick reference. It directs you instantly to the precise equivalent you need without first "rerouting" you through a maze of other irrelevant terms and phrases. Gender neutral equivalents are provided, and in cases where the nongender neutral term is the norm, both are given.Wiley's English/Spanish and Spanish/English Legal Dictionary puts all important English and Spanish legal terms at the fingertips of attorneys, businesspeople, paralegals, and law students. It belongs on the shelves of law firms, libraries, businesses, and international agencies. It is also an essential communications tool for translators, interpreters, and civil servants.
Author : Food and Agriculture Organization of the United Nations
Publisher : FAO
Page : 62 pages
File Size : 13,14 MB
Release : 2002
Category : Business & Economics
ISBN :
This publication deals with key issues in land tenure, especially as they relate to food insecurity and rural development situations. Land tenure issues are frequently ignored in rural development interventions, with often long-lasting, negative results. This guide is designed to assist technical officers in governments and civil society in understanding why and how land tenure issues should be considered in rural development projects. It analyses important contexts such as environmental degradation, gender discrimination, and conflicts, where land tenure is currently of critical concern.
Author : OECD
Publisher : OECD Publishing
Page : 258 pages
File Size : 11,15 MB
Release : 2017-10-18
Category :
ISBN : 9264279083
This report examines how the two global mega-trends of population ageing and rising inequalities have been developing and interacting, both within and across generations.