Guía para la aplicación del Advertainment, en el manejo de marcas dentro de programas de televisión nacional.Caso: “En Corto”- Teleamazonas- Marca: Movistar

Abstract:

Over the years, television has created a close relationship with the advertisers who are looking for advertising the greatest possible number of times. This has caused the saturation of this media. The debate arises at the time of determining as specifically as possible, what a television fragment pretends with respect to the viewer. In very subtle ways or not, we can say that a television fragment intends to sell something. Unfortunately the power that brands have given to this media has manifested itself in rigidity towards them. This has limited them more and more in terms of television advertising. This is a consequence of the advertising saturation that has the media itself. Television has established formats that for not being renewed have become unattractive. Today those formats are ignored by viewers. There is no worse advertising than that which is not seen. Advertainment is a new specific tool that can be used this media. It could give a solution to the problem of saturation. This tool has a new value, compared to the rest of traditional formats. The objective of Advertainment is to provide advertising with entertainment. This will let consumers get it touch with the brand and create awareness in them...

Año de publicación:

2011

Keywords:

• COMERCIALIZACIÓN TV
• PROGRAMA DE TELEVISIÓN
• Publicidad
• PROGRAMA NACIONAL

Fuente:

rraae