El marketing viral se inoculĂł en el panorama profesional publicitario como una vacuna eficazy econĂłmica contra la supuesta inmunidad de las audiencias a los mensajes comerciales. Conseguir que fueran los consumidores quienes transmitieran los anuncios espontĂĄneamente entre sus redes sociales se considerĂł la panacea en un mercado comunicativo sobresaturado. Sin embargo, la publicidad boca a oreja, basada en recomendaciones, ya conseguĂa el mismo objetivo desde tiempos ancestrales. Fueron las tecnologĂas de la informaciĂłn y de la comunicaciĂłn (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 vĂdeos publicitarios entre los usuarios de las redes sociales digitales.A partir de un constructo analĂtico formado por drivers creativos, cepas virales y la variable ambigĂźedad, se propone la fĂłrmula V = cc (d+c) + a, como base inspiradora para crear publicidad altamente contagiosa.
- 316 pages
- English
- PDF
- Available on iOS & Android
eBook - PDF
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Table of contents
- Agradecimientos
- IntroducciĂłn
- Organismo de estudio
- Anamnesis: historial del marketing viral
- Estudio diagnĂłstico
- Estudio teĂłrico
- Estudio empĂrico: analĂtica de 651 vĂdeos publicitarios virales
- Conclusiones y prescripciĂłn facultativa
- BibliografĂa
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Yes, you can access Publicidad contagiosa by Sivera Bello, SĂlvia in PDF and/or ePUB format, as well as other popular books in Business & Advertising. We have over 1.5 million books available in our catalogue for you to explore.