Showing papers on "Branded content published in 2014"

Análisis del branded content en televisión: estudio de casos españoles

Abstract: Branded content has become popular as an alternative corporate and advertising communication format with respect to traditional communication actions. This study analyzes the use of branded content by Spanish advertisers on television, in order to identify the characteristics of the application of this communicative technique to the main medium in advertising investment in Spain. The methodology used is based on the case study, analyzing a number of predefined variables for each of the selected sample. The results show the character of utility and service which most of branded content actions broadcast on television have, since they offer information of interest to the citizen, such as tips and tutorials, with a message focused on the audience and conveying the brand values through the contents. As a conclusion, we can highlight the transmediality that characterizes the actions of branded content on television, given that the conversation between brand and user about the programmes subjects continues in social media, thanks to presence of these programmes on platforms such as Twitter.

Televisión y gastronomía. Análisis histórico de la programación televisiva desde una perspectiva publicitaria

Abstract: Since the advent of television in Spain, cooking shows have occupied a prominent place in Spanish television schedule. Since the beginning of TV, kitchen has been a scenario of direct communication with the audience where an exchange of receipts, advices, recommendations and commercial mentions take place in a direct or indirect way. These programs have evolved gastronomic both formal and content, adapting to current trends both at all times and the demand of the audience, becoming one-way traditional formats in full gastronomic shows, reality shows and game shows genuine. This paper aims, first, on a historical tour of the most important television programs cuisine in Spain from an evolutionary perspective of formats taking in account the classification of Cheri Ketchum (2005). In second place, the objective is to study the presence of advertising brands in these programs and their evolution on TV. Through observation and qualitative analysis, we present a linear path through both the format of programs and the development of the advertising presence, from initial product placement to branded content strategy as intrinsic to these programs. We formulate the study analysis in Masterchef (TVE1, 2013-). It seems to be clear that there is a dependence of the two universes: gastronomy and TV, kitchen and advertising

Content Creation Spans All Aspects of J-Programs

Abstract: Today, content rules as king, regardless of who creates it.Brand journalism, corporate journalism, branded content, and native advertising all are synonyms for storytelling about a company and/or its products. Increasingly, this form of storytelling and the public relations or advertising positions that accompany it are growing while traditional news reporting positions are declining.Students recognize that.They are enrolling in greater numbers than ever in advertising, public relations, and strategic communications courses and programs. Enrollment survey findings by Dr. Lee Becker and his colleagues have testified to that. Tenured and tenure-track faculty lines, however, often are nonaligned with the growth spiral. Often, the majority of these positions are aligned with the traditional news side.But employment growth opportunities are not in traditional news. "Over the last ten years, the number of reporters decreased from 52,550 to 43,630, a 17 percent loss," according to the Bureau of Labor Statistics, reported in MondayNote. "In contrast, the number of public relations specialists during this timeframe grew by 22 percent, from 166,210 to 202,530." Please see http://www.mondaynote.com/.An emphasis on storytelling, however, means employment opportunities will abound for all our students-particularly for journalists whose writing skills and abilities to tell stories make them the top picks for content creation, regardless of what the job title is.Take Coca-Cola's digital magazine, Journey, as an example of branded and nonbranded content. Launched in late 2012, the e-zine published 1,200 articles in 2013, and it attracted 13.1 million visitors who spent an average of four minutes forty seconds on each article. The e-publication focuses on lifestyle and culture as well as branded content and appeals to the millennial audience. It will expand to more than thirty countries in twelve languages in the next few years. "We're a business, and if this wasn't successful we would pull the plug," Ashley Brown, the company's 35-yearold director of digital communications and social media has said. For more on this topic, please go to http://contently.com/strategist/2014/05/01/a-deep-look-inside-thecoca- cola-newsroom-if-this-wasn't-successful-we-would-pull-the-plug/.This shifttoward storytelling and content creation should not be regarded as just another blip on the continuum of change but as further evidence of the need for integration and convergence, as something organic that aligns with an emphasis on news AND advertising AND public relations AND strategic communications. We should see the shiftfrom the perspective of "us" and "we" and get rid of historic divides between news, advertising, and public relations. If we want to rally around a unifying theme, we may have to focus on "content" and determine how best to create and foster cultures in journalism programs that help students to excel and have successful careers regardless of their ultimate job titles or the brand for which they create content. …

Social Media - the easiest way to communicate and build Brand Loyalty through Advertising

Abstract: Social Media is the biggest change since the industrial revolution. Social Media fulfils the fundamental human need – to communicate. It is not just a marketing tool but is an effective way of running a business by spreading an organisation’s branded content to a potentially vast online audience. It has created a unique opportunity for businesses to connect and build brand loyalty with their customers. A consumer promotes the particular brand or product to their peers after being satisfied by its loyalty through the advertisements of the brand. In the present scenario, advertisements on Twitter, You Tube, blogs, and Facebook grab the consumers’ attention keeping at par with the traditional mediums like newspapers and television. Social media advertising has become a staple of the ‘media mix’ as marketers tell their stories through attention-grabbing campaigns. Brands from all sectors like Sony, Red Bull, Dove, Tresemme, Cadbury, Revlon and Cinthol use multiple social media platforms to drive home their message. The present study aims to highlight the building up of brand loyalty in social media through the case studies of advertising campaigns of few consumer

Managing online user-generated brand risk: an exploratory case study of selected South African cellular service provider brands

Abstract: The development of web-based technology has resulted in changing communication models which allows for a shift in the power of voice away from the brand to that of its stakeholders. Consumers have increasingly become creators and disseminators of branded content. This is known as user-generated content (UGC). While collaborative networking can assist in building a brand’s reputation, expressive networking can destroy it just as easily. Thus, brand managers are faced with numerous challenges since they no longer retain control over the brand and the conversations affecting it. However, brand managers are ill-prepared for this because it is not clear what brand management looks like when goals of share growth and dominance are replaced by concerns for brand protection, and brand strategies are aimed at brand defence instead of promotion. This exploratory qualitative study utilised a grounded theory approach to determine how brand managers of selected South African cellular service provider brands respond to the online brand reputation risks posed by UGC. Preliminary findings indicate that brand managers need to ensure that online reputation management of UGC forms part of the integrated digital communication strategy of the brand. In addition, UGC should be managed pro-actively as a strategic business tool with the emphasis on generating income and building the brand, and not only as an operational communication tool. A number of management recommendations are made, and possibilities for further research identified.

Nuevos retos y oportunidades de los Departamentos de Comunicación en España

Abstract: Community broadcaster’s experiences born in Latin The multiplicity of communication channels and supports as well as the incorporation of influencers beyond journalists has opened new ways to communicate from the communication departments. It has also led to the appearance of new narrative languages and communication strategies adapted to the needs and consumption information for each audience (storytelling, branded content, content marketing, guerrilla marketing...) Are the communication departments in Spain using these new forms of communication or still prevailing traditional communication? The methodology of this study was based on surveys of quantitative and qualitative nature aimed at people with responsibility and communication skills in Spain. The 80% of the surveyed think that the role of Dircom evolving more than ever towards a more strategic role with the company, related to the management of reputation, only 16% think the function of Dircom will stay diluted among new profiles as marketing, human resources or the community manager.