Consumo, marcas e intangibles en el público infantil y joven
Author: Mónica Viñarás Abad
Publisher: ESIC
Published: 2023-05-18
Total Pages: 204
ISBN-13: 8411701522
DOWNLOAD EBOOK →Lanterna Rally
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Bajo la influencia del branded content
Author: Antón Álvarez Ruiz
Publisher: ESIC Editorial
Published: 2014-04-30
Total Pages: 212
ISBN-13: 8473567412
DOWNLOAD EBOOK →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».
Madwoman of Gandoca
Author: Anacristina Rossi
Publisher: Edwin Mellen Press
Published: 2006
Total Pages: 136
ISBN-13:
DOWNLOAD EBOOK →La Loca de Gandoca caused a national outcry in Costa Rica when it was published in 1992. It blew the whistle on a secret plot by government officials and private investors to develop the Gandoca-Manzanilla Wildlife Refuge, which is one of the most biologically diverse sites in the world and supposedly protected by the Costa Rican constitution. The novel is the largely autobiographical account of Anacristina Rossi's attempt to save the refuge from destruction.
Value Chain Finance
Author: Lucian Peter Christoph Peppelenbos
Publisher: Kit Pub
Published: 2010
Total Pages: 0
ISBN-13: 9789460220555
DOWNLOAD EBOOK →Value Chain Finance is a solution to such dilemmas.
The Information
Author: James Gleick
Publisher: Vintage
Published: 2011-03-01
Total Pages: 400
ISBN-13: 0307379574
DOWNLOAD EBOOK →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
Holism and Evolution
How Tobacco Smoke Causes Disease
Author:
Publisher:
Published: 2010
Total Pages: 728
ISBN-13:
DOWNLOAD EBOOK →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.
Diccionario Jurídico Inglés-español Y Español-inglés Wiley
Author: Steven M. Kaplan
Publisher: John Wiley & Sons
Published: 1993
Total Pages: 640
ISBN-13:
DOWNLOAD EBOOK →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.
Marxism and Literary Criticism
Author: Terry Eagleton
Publisher: Univ of California Press
Published: 1976-08-16
Total Pages: 100
ISBN-13: 9780520032439
DOWNLOAD EBOOK →"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
Preventing Ageing Unequally
Author: OECD
Publisher: OECD Publishing
Published: 2017-10-18
Total Pages: 256
ISBN-13: 9264279083
DOWNLOAD EBOOK →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.
