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Use of archival footage in audiovisual advertising: case studies

Abstract

Audiovisual advertising tells short stories in a few seconds, using techniques inherited from cinema and television. A resource that gives a special tone or tint to the story is the use of archival images. Some cases are analyzed to describe the different uses of archival footage [...]
El profesional de la información

Spanish universities in the foreign press. Analysis of their journalistic coverage

Abstract

The presence of Spanish universities in the foreign press is analyzed. We developed a quantitative analysis of the texts published in the international press, indexed in the ProQuest® News & Newspapers database, in which appear some of the 81 universities of Spain. We analyze 37,080 [...]
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Social media profitability: marketing campaigns in libraries

Abstract

Organizations should include social media marketing as a part of a digital marketing plan. Traditionally the benefits obtained fromsocial media marketing have been associated with not economical ROI, i.e., social ROI (return on influence, return on relationships, return on collaboration, [...]
Petronila Liz Contreras Yalico's personal collection

Strategy and management, the foundations of any successful brand

Abstract

When analyzing any branding work we tend to simplify a process that by its nature is enormously complex and multidisciplinary. There is an important current of opinion that tends to reduce the creation of a brand to its logo or to the group of elements that will articulate the [...]

Correspondencias & análisis

Strategy and management, the foundations of any successful brand

Abstract

When analyzing any branding work we tend to simplify a process that by its nature is enormously complex and multidisciplinary. There is an important current of opinion that tends to reduce the creation of a brand to its logo or to the group of elements that will articulate the [...]

El profesional de la información

Audio identity in branding and brand communication strategy: a systematic review of the literature on audio branding

Abstract

Brand creation and management has undergone a substantial change in recent years as a result of new communication strategies, adaptation to the digital transmedia paradigm, and interaction with consumers. The use of an audio identity as a variable in this architecture and its inclusion [...]