Search results for " Advertising"
showing 10 items of 101 documents
New Media E-marketing Campaign. Case Study for a Romanian Press Trust
2014
Abstract The impact of new media on the organization of the companies has increased a lot in the recent years. This was achieved either through the implementation of new media tools for the business management, or by opening up to clients or other companies using social media. Attracting new customers and communicate with them by using social media platforms such as Facebook or Twitter that have become a necessity. In this work we have done a case study applied to press trust in Romania. For a period of 2 years will be done a total of 5 marketing campaigns on the social network platform Facebook. In this paper we will present the results of the first three campaigns, the other two still bei…
Design e narrazioni
2022
Il testo nasce dall’esigenza di mettere a fuoco le implicazioni cognitive, metodologiche e progettuali del concetto di narrazione, sempre più ricorrente nella nostra esperienza quotidiana soprattutto per le molteplici forme di comunicazione e di produzioni culturali che vi si ispirano; si tratta di un concetto che anche nella riflessione teorica e nella progettualità del design sta alimentando dimensioni fortemente innovative ed evolutive nella costruzione, comunicazione di significati, contenuti immateriali, esperienze e valori emozionali che si sovrappongono e s’intrecciano all’espressione tangibile e funzionale degli oggetti, degli artefatti comunicativi, degli spazi. Si propone un perco…
Tracking the Preferences of Users Using Weak Estimators
2011
Published version of am article from the book:AI 2011: Advances in Artificial Intelligence. Also available from the publisher on SpringerLink:http://dx.doi.org/10.1007/978-3-642-25832-9_81 Since a social network, by definition, is so diverse, the problem of estimating the preferences of its users is becoming increasingly essential for personalized applications which range from service recommender systems to the targeted advertising of services. However, unlike traditional estimation problems where the underlying target distribution is stationary, estimating a user’s interests, typically, involves non-stationary distributions. The consequent time varying nature of the distribution to be trac…
Analyzing Consumer Engagement Programs from the Perspective of a Qualitative Research of Marketing Executives
2014
Abstract Consumer engagement is a multidimensional concept comprising cognitive, emotional, and/or behavioral dimensions, and plays a central role in the process of developing long lasting relationships with mutual benefits for companies and their customers. In the Internet-context, consumers can co-create experiences and personal value through engagement in activities that involve interactivity and networking with companies in the online environment. In this technology-driven framework, consumer engagement programs can offer a valuable opportunities for companies that are active in an online setting. The present research implies a qualitative study conducted using interviews with marketing…
Adapting marketing strategies: a linguistic analysis of wine advertising in Spain, 1970-2010
2019
The Spanish wine sector has undergone a series of changes in the last decades, particularly due to the decreasing domestic demand and the growing international competence. Consequently, Spanish wineries have had to adapt to this new situation by adopting new marketing policies. The aim of this study is to explore to what extent these new policies have been applied by means of the linguistic analysis and comparison of different types of advertisement in specialized printed media, focusing on the specific frequency of the most used word families in adverts from the 70s to present day. A corpus of 640 adverts has been compiled. We have particularly paid attention to the words that have been us…
Customizing Semantic Profiling for Digital Advertising
2014
International audience; Personalization is the new magic buzzword of application development. To make the complexity of today's application functionalities and information spaces "digestible", customization has become the new go-to technique. But while those technologies aim to ease the consumption of media for their users, they suffer from the same problematic: in the age of Big Data, applications have to cope with a conundrum of heterogeneous information sources that have to be perceived, processed and interpreted. Researchers tend to aim for a maximum degree of integration to create the perfect, all-embracing personalization. The results are wide-range, but overly complex systems that su…
Les enquêtes client mystère : un dispositif de gestion au service des transformations organisationnelles ou comment réorganiser l'entreprise " au nom…
2012
The mystery shopping technique is a tool frequently used by organizations to hit a double target: (1) to seduce/to reassure/ to make the customer regular; (2) to diffuse the customer's voice in the organization and to justify the change. Although a great diffusion of the mystery shopping in private and public organizations, there are few studies on this tool. From the SNCF's example, the author considers the mystery shopping from the foucaldian point of view as a management mechanism in order to support organizational changes and analyses the effects of power induced by this tool.
Exploratory Study of the Intrusion Perceived On E-advertising Formats: In Search of a Classification
2011
The aim of this paper is firstly to define intrusive advertising based on psychology literature and an exploratory qualitative study with 18 participants. We then propose a classification of advertising formats available to advertisers according to their intrusive characteristics, in particular regard to their display mode.
E-advertising Formats and Intrusion Perceived
2013
E-advertising Formats and Intrusion Perceived Abstract : The aim of this paper is firstly to define intrusive advertising based on marketing and in psychology literature. We identify the elements favoring the intrusion perceived as well as the intrusive attributes of the formats of advertising. We also envisage the consequences of the intrusion perceived for the main actors of the publicity.
Aplicaciones publicitarias para móvil: conocimiento, actitudes, motivos de uso y valoración por parte de los adolescentes españoles
2012
La publicidad móvil ha ido captando la atención de los anunciantes en los últimos años convirtiéndose en un sector emergente de la actividad publicitaria actual. Fruto de este interés, y del propio dinamismo del sector, los anunciantes han ido experimentando con numerosas estrategias y herramientas, desde los SMS y MMS hasta el bluetooth o los códigos QR, con el objetivo de ser más eficaces a la hora de desarrollar sus comunicaciones de marketing. Las aplicaciones publicitarias para móviles son la penúltima de las herramientas que el medio pone a disposición de los anunciantes. El exponencial crecimiento en el uso de aplicaciones para móviles por parte de los usuarios parece augurar un buen…