Search results for "marcas comerciales"
showing 3 items of 3 documents
Marks and Epigraphs on Iberian Amphorae. II
2015
Se presenta la segunda parte del repertorio de marcas y epígrafes sobre ánforas ibéricas, con la intención de completar un fenómeno heredero del mundo púnico. Se pretende ir acotando el/los posible/s significado/s de tales marcas, su distribución territorial y su marco cronológico. Las marcas incisas son, en esta ocasión, más numerosas que las impresas y se ha detectado una nueva técnica postcocción (con pintura y carbón) restringida al noreste peninsular. This paper is the second part of the repertoire of marks and epigraphs on Iberian amphorae. The goal is to complete this work, which is related to the Punic world, and know the possible meanings of such marks, their geographical distribut…
Branded Entertainment
2017
Branded entertainment is the insertion of a brand within an entertainment property in such a way that the line between entertainment and advertising becomes blurred (Moore, 2006). This hybrid message develops in an increasingly convergent environment in which editorial content and advertising content are blended (Shrum, 2004). This indirect approach to deliver brand messages is gaining momentum as a marketing communications tool to engage consumers with brand messages in a non-interruptive and entertainment context. By using branded films, advergames, and other advertainment-type genres, advertisers aim to enhance consumers´ brand perceptions, brand awareness, brand recall, and brand recogn…
Product placement in video games: The effect of brand familiarity and repetition on consumers´ memory
2017
Product placement in video games is gaining momentum as a means to target audiences in an indirect and engaging way. This research uses a 2 (high repetition vs low repetition) x 2 (high brand familiarity vs low brand familiarity) factorial design to test the effects of repetition and brand familiarity on consumers’ memory for brands placed in video games. Results suggest that consumers recall better familiar than unfamiliar brands placed in the video game and repetition increases recall for familiar brands. Results also suggest an interaction effect of repetition on brand recognition for unfamiliar brands but not for familiar brands. Managerial implications, limitations, and future research…