Browsing by Tema "Advertising"

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2030 Agenda in teen series creation: a study of the Spanish audiovisual industry
(Taylor & Francis, 2025) Sara Valenzuela-Monreal; Rafael A. Araque Padilla; Javier Lozano Delmar
A MODEL OF THE MODERATING EFFECTS OF PRIOR KNOWLEDGE, LEVEL OF EDUCATION, AND INCOME LEVEL ON THE USE OF EXTRINSIC QUALITY CUES ON CONSUMERS’ QUALITY ASSESSMENTS
(2005) Alejandro Zegarra; Corina Negru
The present study follows Steenkamp’s relativistic concept on the effects of personal variables on the relationship between extrinsic cues and perceived quality. It aims to discuss the moderating effects of prior knowledge, level of education, and income level on the use of price, brand name, warranty, country of origin, and advertising on consumers’ quality assessments. A theoretical framework is proposed and several hypotheses are formulated.
An Approach to Defining the Identity of a Media Fan
(University of La Sabana, 2020) Javier Lozano Delmar; Juan Francisco Sánchez; Milagrosa Sánchez-Martín
This study is based on a sample of Spanish viewers of audiovisual fiction, seeking to understand behavior associated with fan identity. A quantitative method was used to explore the characteristics shared by viewers who define themselves as fans, as well as the existence of differences according to various sociodemographic variables. To that end, the Fan Identity Questionnaire was prepared and validated through exploratory and confirmatory factor analysis. The results confirm four types of behavior associated to media fans that, together, can explain and define fan identity with respect to the consumption of media content in Spain: experience, knowledge, collecting, and viewing. The study also shows that those viewers who define themselves as fans obtain higher values in this scale. Taking media fans into account, no significant differences were found in the mean of the Fan Identity Questionnaire based on sex, age, occupation and education and, as a result, we are able to conclude that fan identity is found in the Spanish sample regardless of the above-mentioned sociodemographic characteristics.
An Enquiry into the Purchase Intention of AI – based Virtual Personal Voice Assistants in India
(European Organization for Nuclear Research, 2021) R. Renu Isidore; C. Joe Arun
This paper attempts to analyze the Indian consumers’ intention to purchase AI – based virtual personal assistants (VPAs). The various AI beliefs of the Indian consumers were initially captured using forty-four statements via the questionnaire survey method using snowball and convenience sampling techniques. Principal Component factor analysis followed by Varimax rotation was adopted to reduce these statements into nine factors namely: Trust in AI, Knowledge about AI, Personalization Preference, Current usage of AI, Awareness of AI, Positive outlook on Current AI Performance, Future Dangers of AI, Negative outlook on Current AI Performance and Desired Applications of AI. The survey which was conducted across India resulted in a sample size of 637 respondents who did not own a VPA and had either an intention/no intention to purchase a VPA. By employing Independent sample t-tests, the purchase intention was analyzed with respect to the nine reduced factors and the tests were repeated for various demographic profiles like gender, age, annual income and AI knowledge level for a better understanding. The results show that different factors significantly influence the purchase intention for different profiles. A complete understanding of the purchase intention of VPAs with respect to the various dimensions of the consumers’ AI beliefs and various demographic profiles is important for both businesses selling VPAs and also for the retail industry as voice shopping via VPAs is the future of e-commerce.
An Uncompetitive Cinema: The British Fiction Short Film in the 1960s
(Routledge, 2017) Laura Mayne
This article offers a historical study of short films and their place in the British cinema programmes of the 1960s as a way of exploring the monopolistic practices which characterised the film industry during this period. Focusing on the short fiction/entertainment film is a particularly useful way of studying competition in the industry because the problems of financing, distribution and exhibition which characterised film production were felt more keenly by those working on short films than they were by those working solely in the feature film sector. The 1960s, and more specifically the mid-1960s, represented a key moment in the history of the short fiction film in Britain. The year 1966 saw the publication of the Monopolies Commission report into the dominance of the cinema circuits by Rank and ABC, a document which heralded recognition of the problems facing short film-makers (and film-makers in general). This article will tell the story of how the producers and distributors of short films in the 1960s jostled to find a space for their products among cinema programmes already replete with Rank and ABC’s Look at Life and Pathé Pictorial lifestyle documentary serials, and this history will in turn highlight the ways in which the conservative nature of the industry hampered the growth of a healthy, creative short film sector in Britain.
Análisis del contenido científico de la publicidad en la prensa escrita
(University of Cádiz, 2014) Ángel Ezquerra Martínez; Belén Fernández-Sánchez
En este artículo se realiza un análisis del contenido científico de la publicidad que se encuentra en la prensa\n\t\t\t\t escrita. El análisis llevado a cabo desvela la existencia de contenidos de carácter científico en los distintos\n\t\t\t\t componentes de los mensajes publicitarios. Además, se han recogido los tipos de utilización que se hace de la\n\t\t\t\t ciencia y se han observado algunos cambios en los temas tratados en los últimos años. Todo esto nos hace\n\t\t\t\t pensar que la publicidad puede considerarse como un indicador de las tendencias de los temas sociocientíficos\n\t\t\t\t que reciben los individuos. En este sentido, los estudios sobre los medios de comunicación de masay su\n\t\t\t\t publicidad resultan una fuente de la que extraer referentes que, queramos o no, afectan a nuestra ciudadanía. Por\n\t\t\t\t todo esto, parece pertinente su análisis desde el punto de vista de la didáctica de las ciencias experimentales.\n\t\t\t\t Asimismo, se han considerado las características de su posible utilización en el aula.
Analisis Strategi Promosi Wisata Untuk Meningkatkan Kunjungan Wisatawan Puncak Mas Sukadanaham Bandar Lampung
(2022) Nur Afifa; Defrizal Defrizal
The purpose of this research is to find out how the strategy and development of promotion during the COVID-19 pandemic at Puncak Mas Sukadanaham Tourism Destinations, Bandar Lampung. This thesis explains about observing, identifying, analyzing, evaluating, treating and describing how promotion strategies and promotion development are at the peak tourist destinations of Massukadanaham Bandar Lampung. This type of research is descriptive qualitative by conducting direct interviews with informants and data obtained exclusively in the field. Methods that can be used for data collection in this study are observation and documentation. So that they get the following results: 1) Puncakmas tourist destinations in choosing their target market do not make it specifically in identifying visitors who are the target market. 2) Puncakmas in conveying message information that has meaning in it in describing/telling the beauty of tourism objects and what attractions they have. 3) Media selection is in the form of word-of-mouth recommendations and indirect communication. The promotion development strategy is only carried out personally (word of mouth) and non-personally (print media, Instagram social media, and electronic media).
Assessing Social Experiments Using Apps: The Case of Car-Free Days in Bogotá
(RELX Group (Netherlands), 2018) Jorge Bonilla; Fernando Carriazo
Broadcasting System of Nagano Olympic Winter Games
(1998) Kenzo Muroi; Takashi Miyamoto; Ken-ichi Hashimoto; Kazuo Higuchi; Shoji Kanazawa; Hiromi Sueishi; Michihiko Hayashi; Hideaki Momozawa; Katsuya Higuchi; Noriaki Kumada
Case study of French and Spanish fan reception of "Game of Thrones"
(Organization for Transformative Works, 2015) Mélanie Bourdaa; Javier Lozano Delmar
The reception of the American TV show Game of Thrones (2011–) by French and Spanish fans and nonfans is addressed via a qualitative methodology, the goal of which is to understand how European viewers perceive themselves as fans and what it means for them to be fans. Analysis of characteristics of a specifically European reception helps us learn what fan studies tell us about fans and what fans really think about fandoms.
Cause-related Sport Marketing: Clarifying the Role of Sport Fans' Attitude
(2020) Sepideh Masomi; Maisam Shirkhodaie; Reza Ahmadi
Comparative Analysis of Bank’s ATM and POS Technologies By Customers
(São Paulo Federal Institute of Education, Science and Technology, 2017) Afsaneh Ganjikhah; Ali Rabiee; Davood Karimzadegan Moghaddam; Davood Vahdat
This study aims to investigate comparative analysis of bank’s ATM and POS technologies by customers applying Technology Acceptance Model 3 (TAM3) so that TAM3’s accepted components will be analyzed separately for each ATM and POS technologies. Statistical population includes Melat Bank’s customers residing in Tehran. Applying Cochran's sample size formula, 139 customers were selected randomly. The data collected from questionnaires were analyzed applying SPSS 21. The findings show that generally speaking, people use points of sale than ATMs. In most of TAM3’s components, ATMs show higher acceptance than points of sale. Only in self-efficacy, perceived joy and result demonstrability, points of sale were higher than ATMs. In anxiety and behavioral intention components, there was a meaningful difference between points of sale and ATMs regarding acceptance.
Condicionamiento clásico de tres tipos de humor en publicidad
(2006) Carolina María Cifuentes; Juanita Sánchez
"Se investigaron los efectos del humor publicitario impreso colombiano sobre las actitudes hacia la marca, el anuncio, la intención de compra, el recuerdo y el reconocimiento. Se realizó un procedimiento de Condicio-namiento Clásico simultáneo utilizando humor incongruente, hostil y alusivo asociado a tres marcas. Este fue aplicado a una población de 30 estudiantes universitarios. Los resultados revelan que los tres tipos de humor funcionan como estímulos incondicionados, generando actitudes positivas hacia el anuncio y la marca. El humor influye en la intención de compra y el reconocimiento, pero no en el recuerdo de marca comparándolo con publicidad neutral. La incongruencia y el humor hostil generan reconocimiento y actitudes positivas hacia el anuncio y la marca. Las alusiones tienen mayores efectos en la intención de compra que los otros. Los hallazgos reafirman la eficacia del humor como herramienta publicitaria."
Consumo de información política en dispositivos móviles en España: caracterización del usuario tipo y su interacción con las noticias
(Ediciones Profesionales de la Informacion SL, 2017) David Varona Aramburu; Milagrosa Sánchez-Martín; Roberto Arrocha
Mobile devices (phones and tablets) have become the main means of access to the internet in Spain. This has caused a change in the way the public is informed and interacts with information content. This research examines how this change impacts internet users’ habits in relation to the consumption of political information. The aims of this study are to determine how users consume political news on mobile devices and to better understand their information behavior.
Contemporary participative TV audiences : identity, authorship, and advertising practices between fandoms
(2016) Mélanie Bourdaa; Javier Lozano Delmar
International audience
Content characterization of Latin American film productions on Netflix: a Bolivian perspective
(University of Guadalajara, 2021) Javier A. Rodríguez‐Camacho; Andrés Laguna-Tapia; Jens Bürger; Vania Landívar-Freire
We study international film flows between Bolivia and Latin America to explore the lack of Bolivian content on Netflix and its limited presence in other SVOD platforms. We characterize Netflix originals, third-party content, and recent Bolivian films, and develop a thematic analysis of their synopsis and genre description, completed with the results of a survey on the Bolivian consumption of streaming content. We identify common patterns in Netflix content and show how it differs from the more nationally minded Bolivian cinematic tradition. Our results point to a homogenizing effect SVOD platforms like Netflix might have on film productions.
Cultural Interest and Emotional Perception of Tourists in WHS
(Taylor & Francis, 2020) Jesús Claudio Pérez Gálvez; Pedro Antonio Fuentes Jiménez; Miguel Jesús Medina‐Viruel; Francisco González Santa Cruz
The main objective of this work is the analysis of the emotional perception and cultural interest of tourists in terms of the artistic and monumental heritage that they visit. Specifically, this research study is focused on the analysis of a World Heritage Site, the Historic City of Sucre (Bolivia). Visitors have been segmented according to their perception of the heritage and their cultural interest, resulting in four types of tourists being identified: alternative tourist, cultural tourist, emotional tourist, and heritage tourist. The conclusions show the need to develop knowledge of World Heritage Sites among tourists, as a greater emotional perception and cultural interest lead to a higher level of satisfaction with the tourist experience.
Data on gender representation in food and beverage print advertisements found in corner stores from Guatemala and Peru
(BioMed Central, 2021) Lucila Rozas; Peter Busse; Joaquín Barnoya; Alejandra Garrón
Data on the Facebook marketing strategies used by fast-food chains in four Latin American countries during the COVID-19 lockdowns
(BioMed Central, 2021) Lucila Rozas; Luciana Castronuovo; Peter Busse; Sophia Mus; Joaquín Barnoya; Alejandra Garrón; María Victoria Tiscornia; Leila Guanieri
Data on the social media marketing strategies used by fast-food chains present in four Latin American countries during the COVID-19 lockdowns
(2021) Fundación Interamericana del Corazón Argentina Luciana Castronuovo; Fundación Interamericana del Corazón Bolivia Alejandra Garrón; Busse, Peter; Barnoya, Joaquin; Garrón, Alejandra
Due to the pandemic COVID-19 and its possible contribution to the unhealthy food environment, we sought to design and validate a methodology for monitoring and evaluating the social media marketing strategies of multinational fast-food chains in response to the COVID-19 pandemic. Two phases of this objective were developed: first, a random sample of posts was analyzed qualitatively to examine COVID-19 related content. In the second stage, a quantitative content analysis tool was developed based on the existing literature, and the results obtained during the first stage of qualitative analysis. This tool was used to analyze the entire sample of posts extracted from the Facebook pages of five selected fast-food brands present in the four countries: Argentina, Bolivia, Guatemala, and Peru. This tool was validated and statistical analysis was applied to identify which of the variables could be recommended for use in a similar study. Statistical analysis showed that advertising techniques changed in the context of the COVID-19 pandemic. We found new advertising techniques after social distancing measures were implemented, which were also the most used by the fast-food chains included in our study. These techniques are references to domesticity, hashtags or connective tags specific to COVID-19, references to safety and sanitation rules and measures, and mentions to change/ adaptation. The fast-food chains in the four countries used similar marketing strategies on Facebook.