Publicidad y comunicación organizacional

An inside story of local, regional and global advertising in the Middle East. Grounded in empirical research and theories, this book explores the evolution of advertising practices, audiences, digital media and communication technologies in increasingly complex MENA environments.

Advertising in MENA Goes Digital draws on empirical research and theories to explore how the adoption of digital technology in the Middle East and North Africa, through information and communication technologies, social media and mobile, have shaped creative advertising solutions. Through key case studies of marketing in the pan-Arab market from regional and global brands as Procter & Gamble, Olay, Vimto, and MTV Arabia, the book sheds light on the intricate relationship between technological and societal development and advertising practice. It examines cultural constituents such as humor, religion and gender, political advertising driven by the new wave of democracy in the region and digital activism, technological and digital transformations and the economic ways advertising support new media start-ups. Supported by examples and campaigns, the book discusses the way global or regional brands standardized or localized their messaging while adopting international techniques but market-oriented solutions.

The book will key reading for scholars and students in advertising, marketing, business, journalism, cultural studies and media in addition to Middle East Studies. It is also an essential text for media and marketing communication industry professionals, and will appeal to those interested in the global-local dichotomy and promotional communications.

Strategic communication comprises different forms of goal-oriented communication inside and between organizations, their stakeholders and the society. Strategic communication is an emerging practice and research field integrating established disciplines such as public relations, organizational communication and marketing communication into a holistic framework. The field is based on an awareness of the fundamental importance of communication for the existence and performance of all organizations.

This textbook offers a broad insight into the field of strategic communication. The main aim of the book is to give a general overview of theories, concepts and methods in strategic communication. The book also aims to develop an understanding of different perspectives and the consequences each one has for practice. After reading the book the student or reader will be able to define and reflect upon strategic communication as an academic field and professional practice, describe relevant theories and apply these to communication problems.

The authors apply a reflective and practice-oriented approach meaning earlier research or theories are not only described, but also discussed from different critical perspectives. A practice-oriented approach means, in this book, that the authors strongly emphasize the role of contexts and situations—where strategic communication actually happens. This book will help business and communications students to not only define and understand a variety of strategic communications theories, but to use those theories to generate communication strategy and solutions.

Expanding an organisation internationally presents both opportunities and challenges as marketing departments seek to understand different buying behaviours, power relations, preferences, loyalties and norms. International Marketing offers a uniquely adaptable strategy framework for firms of all sizes that are looking to internationalise their business, using Carl Arthur Solberg's tried and tested Nine Strategic Windows model.

Is social media destroying democracy? Are Russian propaganda or "Fake news" entrepreneurs on Facebook undermining our sense of a shared reality? A conventional wisdom has emerged since the election of Donald Trump in 2116 that new technologies and their manipulation by foreign actors played a decisive role in his victory and are responsible for the sense of a "post-truth" moment in which disinformation and propaganda thrives.

Network Propaganda challenges that received wisdom through the most comprehensive study yet published on media coverage of American presidential politics from the start of the election cycle in April 2015 to the one year anniversary of the Trump presidency. Analysing millions of news stories together with Twitter and Facebook shares, broadcast television and YouTube, the book provides a comprehensive overview of the architecture of contemporary American political communications. Through data analysis and detailed qualitative case studies of coverage of immigration, Clinton scandals, and the Trump Russia investigation, the book finds that the right-wing media ecosystem operates fundamentally differently than the rest of the media environment.

The authors argue that longstanding institutional, political, and cultural patterns in American politics interacted with technological change since the 1970s to create a propaganda feedback loop in American conservative media. This dynamic has marginalized centre-right media and politicians, radicalized the right wing ecosystem, and rendered it susceptible to propaganda efforts, foreign and domestic. For readers outside the United States, the book offers a new perspective and methods for diagnosing the sources of, and potential solutions for, the perceived global crisis of democratic politics.

La sorprendente conexión entre la cultura pop y el marketing publicitario y político.

En esta obra se estudian las estrategias lingüístico-semióticas de gestación e imagen de marca y, concretamente, el caso Moviline/Movistar de la Compañía de Telecomunicaciones de Telefónica en el spot publicitario español desde su origen (1993) hasta su asentamiento social (1999). Para ello, y teniendo en cuenta que el nombre propio es una marca con significado, se desarrolla una propuesta de trabajo centrada en dos discursos en los que el significado de la marca es estudiado como necesidad y como valor: el discurso de Moviline y el discurso de Movistar, analizados cronológicamente a través de las diferentes campañas publicitarias para, finalmente, tras este periplo semiótico, determinar que la marca es un signo esencial para la personalidad de la gran empresa moderna.

¿Quién fabrica cereales para Kellogg’s? ¿Por qué el Smart de Mercedes y el Twingo de Renault son casi idénticos? ¿Fabrican Danone o Nestlé todo lo que nos hacen creer que fabrican? ¿Zara es una marca opaca o transparente? ¿Por qué algunas empresas publicitan «no fabricamos para otras marcas» y sin embargo nos ocultan que a veces «otras marcas les fabrican»?Cada vez hay más empresas que desde la absoluta opacidad subcontratan la producción total para sus marcas, desatendiendo la legítima necesidad de información y comunicación que tiene la sociedad y el consumidor. Paradójicamente, en la era de la transparencia crece la opacidad de conocidas marcas de todos los sectores.Marcas Negras (en la era de la transparencia) es un extraordinario trabajo sobre verdades y mentiras, sobre transparencia y opacidad de las empresas y marcas líderes de nuestro tiempo. El libro está repleto de relevantes casos inéditos de sectores como el gran consumo, alimentación infantil, moda, automoción o telefonía móvil. Fernando Olivares, incisivo y con lucidez, dirige con su equipo una obra que favorece nuestra alfabetización como ciudadanos y consumidores, y cuyo objetivo es la promoción de una honesta transparencia, único camino para la legitimidad y sostenibilidad corporativas en nuestra época.

En el mes de septiembre de 1912, la prensa madrileña exponía por primera vez en su página de publicidad un anuncio del vigorizador eléctrico de la compañía McLaughlin. No era un anuncio más. Destacaba por su tamaño, pues ocupaba un cuarto de página; destacaba por su dibujo, donde un coloso derrotaba a un león; y destacaba por presentar el remedio para recuperar la salud y la energía. La gran novedad es que el mismo anuncio se estaba reproduciendo en toda Europa, América y Australia. Llegaba así, de la mano de un aparato aparentemente eléctrico y teóricamente eficaz, la publicidad de masas a España. Prometía la curación mediante ondas eléctricas de enfermedades tan variadas como la impotencia, la esterilidad, el reumatismo, la espermatorrea, el agotamiento, la anemia, la gota, las hemorroides? Se llamaba «cinturón eléctrico», y no solo fue el primer gran negocio internacional ligado a la salud, sino que también protagonizó la irrupción de una nueva forma de hacer publicidad, atractiva, llamativa, provocadora y, sobre todo, engañosa. En este libro se reconstruye la irrupción de la publicidad de masas y, sobre todo, del arte de engañar al público, esto es, el arte de la publicidad.

This user-friendly book provides a step-by-step guide to using the five major approaches to research design: quantitative, qualitative, mixed methods, arts-based, and community-based participatory research. Chapters on each approach follow a unique format–they present a template for a research proposal and explain in detail how to conceptualize and fill in every section. Terminology commonly used within each approach is identified, and key moments of ethical decision making are flagged. Interdisciplinary research examples draw on current events and social justice topics. Unique coverage includes hot topics: replication studies and data sharing, tailoring proposals to different audiences, and more. The book also includes a general introduction to social research; an in-depth, practical discussion of ethics; and a chapter on how to begin a research study, from planning a topic to developing a research question via a literature review.

In recent years research into creative labour and cultural work has usually addressed the politics of production in these fields, but the sociotechnical and aesthetic dimensions of collaborative creative work have been somewhat overlooked.
This book aims to address this gap. Through case studies that range from TV showrunning to independent publishing, from the film industry to social media platforms such as Tumblr and Wattpad, this collection develops a critical understanding of the integral role collaboration plays in contemporary media and culture. It draws attention to diverse kinds of creative collaboration afforded via the intermediation of digital platforms and networked publics. It considers how these are incorporated into emergent market paradigms and investigates the complicated forms of subjectivity that develop as a consequence. But it also acknowledges historical continuities, not least in terms of the continued exploitation of ‘support personnel’ and of resulting artistic conflicts but also of alternative models that resist the precarious nature of contemporary cultural work.
Finally, this volume attempts to situate creative collaboration in broader social and economic contexts, where the experience and outcomes of such work have proved more problematic than the rich potential of their promise would lead us to expect.