Consumo, marcas e intangibles en el público infantil y joven PDF Download

Author: Mónica Viñarás Abad
Publisher: ESIC
ISBN: 8411701522
Category : Law
Languages : en
Pages : 204

View

Book Description

Author: Antón Álvarez Ruiz
Publisher: ESIC Editorial
ISBN: 8473567412
Category : Business & Economics
Languages : es
Pages : 212

View

Book Description
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: Anacristina Rossi
Publisher: Edwin Mellen Press
ISBN:
Category : Fiction
Languages : en
Pages : 136

View

Book Description
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.

Author: Dorothy Richmond
Publisher: McGraw Hill Professional
ISBN: 0071510621
Category : Foreign Language Study
Languages : en
Pages : 451

View

Book Description
Building on the success of her prior book, Practice Makes Perfect: Spanish Verb Tenses, author Dorothy Devney Richmond helps learners attain a strong working vocabulary, no matter if they are absolute beginners or intermediate students of the language. She combines her proven instruction techniques and clear explanations with a plethora of engaging exercises, so students are motivated and hardly notice that they are absorbing so much Spanish. Practice Makes Perfect: Spanish Vocabulary also includes basic grammar and structures of the language to complement learners’ newly acquired words. "Vocabulary Builders" help students add to their Spanish repertoire by using cognates, roots, suffixes, prefixes, and other "word-building" tools.

Author: Solomon Northup
Publisher: Lindhardt og Ringhof
ISBN: 8726609053
Category : Biography & Autobiography
Languages : en
Pages : 266

View

Book Description
Filmatized in 2013 and the official recipient of three Oscars, Solomon Northup's powerful slave narrative 'Twelve Years a Slave' depicts Nortup's life as he is sold into slavery after having spent 32 years of his life living as a free man in New York. Working as a travelling musician, Northup goes to Washington D.C, where he is kidnapped, sent to New Orleans, and sold to a planter to suffer the relentless and brutal life of a slave. After a dozen years, Northup escapes to return to his family and pulls no punches, as he describes his fate and that of so many other black people at the time. It is a harrowing but vitally important book, even today. For further reading on this subject, try 'Uncle Tom's Cabin' by Harriet Beecher Stowe. Solomon Northup (c.1807-c.1875) was an American abolitionist and writer, best remembered for his powerful race memoir 'Twelve Years a Slave'. At the age of 32, when he was a married farmer, father-of-three, violinist and free-born man, he was kidnapped in Washington D.C and shipped to New Orleans, sold to a planter and enslaved for a dozen years. When he gained his freedom, he wrote his famous memoir and spent some years lecturing across the US,on behalf of the abolitionist movement. 'Twelve Years a Slave' was published a year after 'Uncle Tom's Cabin' by Harriet Beecher Stowe and built on the anti-slavery momentum it had developed. Northup's final years are something of a mystery, though it is thought that he struggled to cope with family life after being freed.

Author: Lucian Peter Christoph Peppelenbos
Publisher: Kit Pub
ISBN: 9789460220555
Category : Agriculture
Languages : en
Pages : 0

View

Book Description
Value Chain Finance is a solution to such dilemmas.

Author: Theodore Millon
Publisher: John Wiley & Sons
ISBN: 1118428811
Category : Psychology
Languages : en
Pages : 589

View

Book Description
A revision of the leading textbook on personality disorders by renowned expert Theodore Millon "Personalities are like impressionistic paintings. At a distance, each person is 'all of a piece'; up close, each is a bewildering complexity of moods, cognitions, and motives." -Theodore Millon Exploring the continuum from normal personality traits to the diagnosis and treatment of severe cases of personality disorders, Personality Disorders in Modern Life, Second Edition is unique in its coverage of both important historical figures and contemporary theorists in the field. Its content spans all the major disorders-Antisocial, Avoidant, Depressive, Compulsive, Histrionic, Narcissistic, Paranoid, Schizoid, and Borderline-as well as their many subtypes. Attention to detail and in-depth discussion of the subtleties involved in these debilitating personality disorders make this book an ideal companion to the DSM-IV(TM). Fully updated with the latest research and theory, this important text features: Discussion of the distinctive clinical features and developmental roots of personality disorders Balanced coverage of the major theoretical perspectives-biological, psychodynamic, interpersonal, cognitive, and evolutionary Individual chapters on all DSM-IV(TM) personality disorders and their several subtypes and mixtures Case studies throughout the text that bring to life the many faces of these disorders Including a new assessment section that singles out behavioral indicators considered to have positive predictive power for the disorders, this Second Edition also includes a special focus on developmental, gender, and cultural issues specific to each disorder. A comprehensive reference suitable for today's practitioners, Personality Disorders in Modern Life, Second Edition features a clear style that also makes it a valuable resource for advanced undergraduate and graduate students. The most thorough book of its kind, this Second Edition is a powerful, practical resource for all trainees and professionals in key mental health fields, such as psychology, social work, and nursing.

Author: Jan Christiaan Smuts
Publisher:
ISBN:
Category : Health & Fitness
Languages : en
Pages : 384

View

Book Description

Author: Matthew Clarke
Publisher: Nova Publishers
ISBN: 9781594549755
Category : History
Languages : en
Pages : 234

View

Book Description
Conflict is a major cause of suffering for millions of people throughout the world. Conflict inhibits development and fosters displacement, destruction of infrastructure, loss of food and economic security, abuse of human rights, dislocation of families and communities and loss of cultural identity. In the past, provision of aid was unusual in areas conflict. However, recognition of the immediate human needs within periods of conflict has seen an increased provision and role the provision of aid now plays. Aid in conflict is an emerging area interest that has lacked attention and reflection within the aid and development literature. This edited volume will be an opportunity for development practitioners, community members and theorists to address this situation.

Author: Ricardo López Murphy
Publisher:
ISBN:
Category : Decentralization in government
Languages : en
Pages : 312

View

Book Description
Fiscal Decentralization in Latin America examines how taxation, spending and regulatory powers can be most effectively distributed among different levels of government. Case studies of Argentina, Chile, Colombia and Peru suggest that although these countries are committed to relatively high government spending levels, the effectiveness of those expenditures could be improved through fiscal decentralization.