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dc.contributorUniversitat Ramon Llull. Facultat de Comunicació i Relacions Internacionals Blanquerna
dc.contributor.authorSantana, Eva
dc.date.accessioned2020-03-03T16:13:07Z
dc.date.accessioned2023-07-12T10:33:55Z
dc.date.available2020-03-03T16:13:07Z
dc.date.available2023-07-12T10:33:55Z
dc.date.issued2008
dc.identifier.urihttp://hdl.handle.net/20.500.14342/536
dc.description.abstractAdvertising is immersed in an era of supersaturation of messages which call into question the effectiveness of the investment of the advertisers. This status quo coincides with the contributions of the new technologies to the sector, which are shaking up the relationship that brands maintain with their public. We are tending toward audiovisual communication, the integration of the screens, the incorporation of users in the confection of products, the personalization of messages, immediacy and the hyperfragmentation of the audiences... In this environment, advertising has to approach the consumer in a friendly way. It has to vary both form and content. Above all, it's not a matter of letting the consumer flee from advertising but rather bringing him closer to it. Publicists achieve this with strategies with names like hypertargeting, viral advertising, guerilla advertising, advertiment and the publicity of advertising.eng
dc.format.extent12 p.
dc.language.isocat
dc.publisherUniversitat Ramon Llull. Facultat de Comunicació i Relacions Internacionals Blanquerna
dc.relation.ispartofTrípodos, núm. 23, 2008
dc.rights© Facultat de Comunicació i Relacions Internacionals Blanquerna-URL. Tots el drets reservats.
dc.sourceRECERCAT (Dipòsit de la Recerca de Catalunya)
dc.subject.otherPublicitat
dc.subject.otherMàrqueting directe
dc.titleMissatges i formats publicitaris davant les noves pantalles
dc.typeinfo:eu-repo/semantics/article
dc.typeinfo:eu-repo/semantics/publishedVersion
dc.rights.accessLevelinfo:eu-repo/semantics/openAccess
dc.embargo.termscap
dc.subject.udc65


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