eBook - PDF

Publicidad contagiosa

Name: Publicidad contagiosa
ISBN: 9788491161486

Claves creativas del marketing viral

Sivera Bello,

Sílvia,

318 pages
English
PDF
Available on iOS & Android

eBook - PDF

Publicidad contagiosa

Claves creativas del marketing viral

Sivera Bello,

Sílvia,

About this book

El marketing viral se inoculó en el panorama profesional publicitario como una vacuna eficazy económica contra la supuesta inmunidad de las audiencias a los mensajes comerciales. Conseguir que fueran los consumidores quienes transmitieran los anuncios espontáneamente entre sus redes sociales se consideró la panacea en un mercado comunicativo sobresaturado. Sin embargo, la publicidad boca a oreja, basada en recomendaciones, ya conseguía el mismo objetivo desde tiempos ancestrales. Fueron las tecnologías de la información y de la comunicación (TIC) las que posibilitaron el salto exponencial hacia la publicidad viral y, en consecuencia, un cambio de magnitudes sin precedentes: los contenidos comerciales pasaban a ser compartibles a escala planetaria, a la velocidad de un clic.Este libro se centra en detectar las claves creativas comunes que detonaron el contagio de 651 vídeos publicitarios entre los usuarios de las redes sociales digitales.A partir de un constructo analítico formado por drivers creativos, cepas virales y la variable ambigüedad, se propone la fórmula V = cc (d+c) + a, como base inspiradora para crear publicidad altamente contagiosa.

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Yes, you can access Publicidad contagiosa by Sivera Bello, Sílvia in PDF and/or ePUB format, as well as other popular books in Business & Advertising. We have over one million books available in our catalogue for you to explore.