Etiqueta: advertising

The reader of red chronicle between tastes and images. Daily Extra case.

IROCAMM

Authors Claudia Liliana Pezo Cunalata Universidad de Guayaquil. Ecuador. claudia.pezoc@ug.edu.ec ORCID: https://orcid.org/0000-0002-5571-4321 Edmundo Córdova Durán Universidad de Guayaquil. Ecuador. edmundo.cordova@ug.edu.ec Laura Medina Andrade Universidad de Guayaquil. Ecuador. laura.medinaa@ug.edu.ec Jenny Medina Universidad de Guayaquil. Ecuador. jenny.medinaa@ug.edu.ec   DOI: https://dx.doi.org/10.12795/IROCAMM   Abstract The red chronicle is a genre that is used to name the reports, which, for […]

The personal and professional brand in the economy of reputation

IROCAMM

Author Isabel Iniesta-Alemán Universidad de Zaragoza iniesta@unizar.es ORCID: https://orcid.org/0000-0002-0127-3487   DOI: https://dx.doi.org/10.12795/IROCAMM.2019.v02.i01.06   Abstract Reputation is the actual battle camp on which all organizations compete. It is a fact that most advertising agencies do not show the professional profiles of their own managers as a valuable token in the communication of their company. In our […]

Brand management from a cultural approach. Case study of consumer brands that operate in the Spanish market.

IROCAMM

Author PhD. Paloma Sanz-Marcos University of Seville. Spain. palomasanz@us.es ORCID: https://orcid.org/0000-0002-6103-6993   DOI: https://dx.doi.org/10.12795/IROCAMM.2019.v02.i01.01   Abstract The relationship between brands and culture is not something new for brand managers. Starting from a situation of social tension characterized by the anxieties and the vital desires of a society, the management of brands based on the cultural branding […]

Rational vs emotional communication models. Definition parameters of advertising discourses

IROCAMM

Authors PhD. Cristina González Oñate University Jaume I-Castellón. Spain. onate@uji.es ORCID: https://orcid.org/0000-0003-3509-0117 Eduard Farràn Teixidó Advertising agency La Rosa Visual. Spain. eduardfarranteixido@gmail.com ORCID: https://orcid.org/0000-0003-1469-3146 Pablo Vázquez Cagiao Collaborabrands Director. Spain. p.vazquez@collaborabrands.com ORCID: https://orcid.org/0000-0003-0813-9624   DOI: https://dx.doi.org/10.12795/IROCAMM.2018.i1.06   Abstract The new information technology, as well as changes in the consumer, have generated transformations in the strategic advertising focus. Since rational […]

Digital advertising storytelling: consumer educommunication

IROCAMM

Author PhD. Rodrigo Elías Zambrano University of Cadiz. Spain rodrigo.elias@uca.es ORCID: https://orcid.org/0000-0001-8256-582X   DOI: https://dx.doi.org/10.12795/IROCAMM.2018.i1.02   Abstract This is a revision of the concept of digital storytelling to get a definition from a point of view of consumer educommunication. This is how new digital advertising storytelling can modify consumer roles and behaviors. So, in this text, […]