Publicidad contagiosa: claves creativas del marketing viral
Author:
Publisher:
Published:
Total Pages: 318
ISBN-13: 9788490647172
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Publicidad contagiosa
Author: Silvia Sivera
Publisher: Editorial UOC
Published: 2016-06-30
Total Pages: 192
ISBN-13: 8491161414
DOWNLOAD EBOOKEl marketing viral se inoculó en el panorama profesional publicitario como una vacuna eficazy económica contra la supuesta inmunidad de las audiencias a los mensajes comerciales. Conseguir que fueran los consumidores quienes transmitieran los anuncios espontáneamente entre sus redes sociales se consideró la panacea en un mercado comunicativo sobresaturado. Sin embargo, la publicidad boca a oreja, basada en recomendaciones, ya conseguía el mismo objetivo desde tiempos ancestrales. Fueron las tecnologías de la información y de la comunicación (TIC) las que posibilitaron el salto exponencial hacia la publicidad viral y, en consecuencia, un cambio de magnitudes sin precedentes: los contenidos comerciales pasaban a ser compartibles a escala planetaria, a la velocidad de un clic.Este libro se centra en detectar las claves creativas comunes que detonaron el contagio de 651 vídeos publicitarios entre los usuarios de las redes sociales digitales.A partir de un constructo analítico formado por drivers creativos, cepas virales y la variable ambigüedad, se propone la fórmula V = cc (d+c) + a, como base inspiradora para crear publicidad altamente contagiosa.
The Routledge Spanish Bilingual Dictionary of Psychology and Psychiatry
Author: Steven M. Kaplan
Publisher: Taylor & Francis US
Published: 2011
Total Pages: 0
ISBN-13: 9780415587747
DOWNLOAD EBOOKThe Routledge Spanish Bilingual Dictionary of Psychology and Psychiatry contains over 100,000 entries making this the most comprehensive and up-to-date dictionary of its kind. The Dictionary provides concise, comprehensive and current coverage of every word or phrase used in the study and practice of psychiatry and psychology. This valuable reference tool covers all disciplines and sub-disciplines, both research-based and clinical. This is a vital resource to those in the healthcare professions, to academicians and to those who work in translation and/or interpretation, healthcare and the law who are in contact with the English and Spanish speaking communities.
Técnicas de marketing viral
Author: Miguel Ángel Montañés del Río
Publisher: ESIC Editorial
Published: 2014-02-06
Total Pages: 190
ISBN-13: 8473569857
DOWNLOAD EBOOKLa comunicación es algo innato a todo ser humano. No es posible evitarla, ya sea de modo formal o informal, siempre estamos enviando mensajes a nuestros iguales con algún tipo de propósito. El marketing viral está concebido para que las ideas se propaguen entre las personas de igual modo que lo haría un virus biológico, gracias a la democratización en el uso de Internet. La misión del marketing viral es que un mensaje, por lo general con contenido comercial —aunque no necesariamente—, más o menos explícito, tenga la capacidad de involucrar a sus receptores y que éstos se encarguen, voluntariamente, de su retransmisión entre sus contactos y allegados. Este libro enseña los conceptos básicos del marketing viral, así como las principales técnicas que se utilizan para su desarrollo práctico, todo ello desde una perspectiva de gestión. La propagación viral de ideas es algo que los usuarios de Internet ya están experimentando ¿Su organización aún no? Índice ¿Qué es el marketing viral?- Principales técnicas de marketing viral.- Viral incentivado.- Viral buzz (rumores).- Viral de compromiso.- Viral de utilidad.- Listados y rankings.- Juegos virales (advergaming).- Viral de descubrimiento.- Humorístico.- Los virus negativos o bulos.- Clasificación complementaria de técnicas virales.- Referencias bibliográficas.
Marketing viral
Author: Sílvia Sivera Bello
Publisher: Editorial UOC
Published: 2011-07-01
Total Pages: 108
ISBN-13: 9788497883399
DOWNLOAD EBOOKGracias a las tecnologías de la información y de la comunicación, la publicidad boca a oreja pasa a ser publicidad viral porque, de clic en clic, se difunden los mensajes comerciales como virus por las redes sociales con un alcance y velocidad extraordinarias. Y tú, ¿crees que estás vacunado contra el marketing viral?
Corporate Communication
Author: Joep Cornelissen
Publisher: SAGE
Published: 2011-03-17
Total Pages: 297
ISBN-13: 1446209407
DOWNLOAD EBOOKThe Third Edition of this market-leading text has been updated and expanded with contemporary case material and more detailed coverage of the main topics and trends in corporate communication. New to the Third Edition: - New chapters on strategic planning and campaign management, research and measurement and CSR and community relations - Greatly expanded coverage of key areas: internal communication, leadership and change Communication, issues management, crisis communication and corporate branding - Other topics to receive new coverage include: public affairs, social media, internal branding and issues of globalization. - New and up-to-date international case studies, including new full-length case studies and vignettes included throughout the chapters. - Further reading and new questions-for-reflection will provide the reader with a means to challenge and further their understanding of each of the topics in the book. - Online teaching material for lecturers and students including: instructors manual, PowerPoint slides and new international case studies of varied length, SAGE Online journal readings, videos, online glossary and web links Praise for the Second Edition: "This is a must-have reference book for Chief Executives, Finance Directors, Corporate Communicators and Non-executive Directors in this "involve me" era of stakeholder engagement and corporate communications. How I wish I had had this book on my desk as a Chief Reputation Officer!" - Mary Jo Jacobi, Former Chief Reputation Officer of HSBC Holdings, Lehman Brothers and Royal Dutch Shell 'This is a comprehensive and scholarly analysis of corporate communications. It will offer students and practitioners alike a considerable aid to study and understanding which will stand the test of time in a fast changing business' - Ian Wright, Corporate Relations Director, Diageo
Web 2.0 How-to for Educators, 2nd Edition
Author: Gwen Solomon
Publisher: International Society for Technology in Education
Published: 2014-07-21
Total Pages: 408
ISBN-13: 1564844919
DOWNLOAD EBOOKIgnite creativity by weaving Web 2.0 tools into the classroom. In this expanded and fully updated edition, the authors of the best-selling Web 2.0: New Tools, New Schools introduce you to more collaborative tools and expertly lead you through classroom and professional applications that help expand student and teacher learning.
Reinventing Project-Based Learning, 2nd Edition
Author: Suzie Boss
Publisher: International Society for Technology in Education
Published: 2014-10-21
Total Pages: 343
ISBN-13: 156484496X
DOWNLOAD EBOOKLead students through powerful learning experiences with Reinventing Project-Based Learning, a guide for educators, administrators and professional development specialists who want to make the shift to a more student-driven learning model. Explore proven strategies for overcoming the limitations of the traditional classroom, including a wealth of technology tools for inquiry, collaboration and global connection to support this new vision of instructional design.
Human Immunodeficiency Virus Infection in the United States
Author: Timothy J. Dondero
Publisher:
Published: 1987
Total Pages: 64
ISBN-13:
DOWNLOAD EBOOKThe Metainterface
Author: Christian Ulrik Andersen
Publisher: MIT Press
Published: 2018-04-27
Total Pages: 250
ISBN-13: 0262037947
DOWNLOAD EBOOKHow the interface has moved from the PC into cultural platforms, as seen in a series of works of net art, software art and electronic literature. The computer interface is both omnipresent and invisible, at once embedded in everyday objects and characterized by hidden exchanges of information between objects. The interface has moved from office into culture, with devices, apps, the cloud, and data streams as new cultural platforms. In The Metainterface, Christian Ulrik Andersen and Søren Bro Pold examine the relationships between art and interfaces, tracing the interface's disruption of everyday cultural practices. They present a new interface paradigm of cloud services, smartphones, and data capture, and examine how particular art forms—including net art, software art, and electronic literature—seek to reflect and explore this paradigm. Andersen and Pold argue that despite attempts to make the interface disappear into smooth access and smart interaction, it gradually resurfaces; there is a metainterface to the displaced interface. Art can help us see this; the interface can be an important outlet for aesthetic critique. Andersen and Pold describe the “semantic capitalism” of a metainterface industry that captures user behavior; the metainterface industry's disruption of everyday urban life, changing how the city is read, inhabited, and organized; the ways that the material displacement of the cloud affects the experience of the interface; and the potential of designing with an awareness of the language and grammar of interfaces.
