Papers by Maria Galmes-Cerezo
Communication & Society, 2015
Since the very beginning of research on the structure of the advertising system, advertising awar... more Since the very beginning of research on the structure of the advertising system, advertising awards and acknowledgements have been referred to as one of its essential elements. In the specialised sector, a particular interest in advertising festivals has been acknowledged which tends to mirror the continuous evolution of the commercial communication system. With a clear interaction, festivals are forums in which professionals find suitable inspiration which has an impact on what is suggested by each festival each year for future ones. Hence, they become benchmarks for the present and future. Specifically, in order to show the latter aspect, this paper focuses on the organization of festivals and shows the major present and future advertising trends. In advertising, five major macro trends are addressed (Digitisation, New Alternatives, Innovation, Integration and Results) and following the results of our research, they are all covered in the festival awards. Specifically, according to the way the categories of advertising awards are presented, we have concluded that the digitisation of communications has come to an end; the "new ways" of communication in advertising are very present in all contests as the result of the current marketing communication campaigns in which new ways of communication are gradually gaining a more relevant role; innovation is essentially an advertising value; the context of integrated marketing communications is inherent to current advertising; and the effectiveness and results in festivals are significant.
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Opción , 2015
Actualmente es frecuente el uso del término "experiencial" en relación
a las estrategias de comu... more Actualmente es frecuente el uso del término "experiencial" en relación
a las estrategias de comunicación y marketing de las marcas. Existe el
riesgo de que un uso inadecuado del concepto provoque que no se avance en
el sentido original. En la investigación se realiza un análisis documental de
la "comunicación experiencial", el "marketing experiencial" y la "experiencias
de marca", para sentar unas bases teóricas y definir el estado de la cuestión.
Se identifican las principales líneas de investigación, y se plantea hacia
dónde se debe dirigir esta nueva corriente para una aplicación profesional
significativa de la comunicación y el marketing y experiencial
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PRISMA SOCIAL , 2016
The research reflected in this text arises if there is in the discourse of Latin American adverti... more The research reflected in this text arises if there is in the discourse of Latin American advertising an ethnic representation consistent with their
actual population race structure social reality.
274 advertising pieces are analysed here from: Argentina, Mexico and Brazil, all countries selected by their ethnic-cultural identity and the
complementarity representation of the continent. Among the most important results indicate a prominent representation, it emerged that there
is a striking representation of ads with European attributes wrapped with local symbols. In terms of formats, events represent more ethnicities against ads were presence is less significant. Regarding
countries comparative, Mexico is the country that represents the more its ethnic groups and closer to social reality, unlike Argentina and Brasil, with
advertising were indigene and afro-descendant population can be founded in a very reduced number of analysed pieces. The study main conclusion is the low representation of local ethnic groups in Latin America advertising campaigns and the direct relationship with the socioeconomic status.
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Resumen Los servicios audiovisuales para redes IP se encuentran ya plenamente consolidados. La un... more Resumen Los servicios audiovisuales para redes IP se encuentran ya plenamente consolidados. La universidad no es ajena ante las oportunidades que podría ofrecer un canal audiovisual propio por Internet. Es por ello que pretendemos analizar los servicios audiovisuales para la Web, de un número significativo de universidades españolas, en busca del nivel de implantación de funcionalidades interactivas y unidirec-cionales. Con este objetivo general, se propone un modo de análisis cuantitativo que ofrezca valores comparables en cada uno de los casos de estudio. Abstract Audiovisual services for IP networks are now fully consolidated. The opportunities that could provide an Internet audiovisual channel are very interesting for universities. We analyze audiovisual web services from a significant number of spanish universities, in search of the interactive and unidirectional level of their capabilities. With this general aim it is proposed a quantitative analysis model that provides comparable values in each of the study cases. Referencia normalizada: Arjona Martín, J. B.; Galmés Cerezo, M. (2013) Los servicios audiovisuales por Internet de las univer-sidades españolas: Estudio de las dimensiones unidireccionales e interactivas.
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Fonseca, Journal of Communication, 2015
El “social media” está provocando un cambio substancial en las estrategias de comunicación en la ... more El “social media” está provocando un cambio substancial en las estrategias de comunicación en la industria hotelera. Este nuevo escenario incorpora nuevos perfiles profesionales vinculados tanto a la propia gestión de las redes sociales como al análisis de su comportamiento para la definición de estrategias de comunicación. Los establecimientos hoteleros están obligados a adaptarse a esta nueva realidad social y a incorporar las nuevas tecnologías sociales en su plan de comunicación, para ofrecer al cliente/usuario una respuesta directa, transparente y rápida a las necesidades que pueda demandar. En este contexto, este artículo pretende dar respuesta a la siguiente cuestión: ¿El control de la gestión de la comunicación en las redes sociales puede incrementar los beneficios en la industria hotelera? La metodología utilizada para dar solución a esta pregunta está basada en una primera revisión bibliográfica y documental sobre los conceptos “social media” y “estrategia de comunicación en el sector turístico”, y en segundo lugar, en la realización de una encuesta de opinión a directores de hoteles de cuatro estrellas situados geográficamente en la Comunidad de Madrid. Los resultados de la investigación demuestran un inminente cambio en la concepción tradicional de la planificación estratégica de la comunicación de los hoteles
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ABSTRACT
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Since the very beginning of research on the structure of the advertising system, advertising awar... more Since the very beginning of research on the structure of the advertising system, advertising awards and acknowledgements have been referred to as one of its essential elements. In the specialised sector, a particular interest in advertising festivals has been acknowledged which tends to mirror the continuous evolution of the commercial communication system. With a clear interaction, festivals are forums in which professionals find suitable inspiration which has an impact on what is suggested by each festival each year for future ones. Hence, they become benchmarks for the present and future. Specifically, in order to show the latter aspect, this paper focuses on the organization of festivals and shows the major present and future advertising trends. In advertising, five major macro trends are addressed (Digitisation, New Alternatives, Innovation, Integration and Results) and following the results of our research, they are all covered in the festival awards. Specifically, according to the way the categories of advertising awards are presented, we have concluded that the digitisation of communications has come to an end; the "new ways" of communication in advertising are very present in all contests as the result of the current marketing communication campaigns in which new ways of communication are gradually gaining a more relevant role; innovation is essentially an advertising value; the context of integrated marketing communications is inherent to current advertising; and the effectiveness and results in festivals are significant.
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ABSTRACT
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Historia y Comunicacion Social
ABSTRACT
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ABSTRACT
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Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias, 2012
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“Del numero al dato” tiene por objetivo facilitar al estudiante un escenario de aprendizaje, dond... more “Del numero al dato” tiene por objetivo facilitar al estudiante un escenario de aprendizaje, donde contextualizar los contenidos con una visión crítica y autónoma de la Estadística. El futuro profesional de los estudiantes de los grados de Ciencias Sociales exige un especial desarrollo de habilidades para resolver problemas relacionados con el análisis y la interpretación de datos. Se ha diseñado esta experiencia de aprendizaje teórico-práctico, para motivar al estudiante y dar sentido a cada uno de los conceptos que aprende y maneja. El modelo se basa en el “aprendizaje experiencial” que comienza con la recogida de datos, sigue con el análisis y concluye con la retroalimentación, de forma que el nuevo aprendizaje facilita la motivación hacia nuevas experiencias. El diseño conceptual de este primer seminario se ha basado en tres puntos clave: trabajar de forma práctica, en entornos tecnológicos y con datos reales profesionales. Los resultados muestran lo acertado del modelo, con la ...
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Conference Presentations by Maria Galmes-Cerezo
Resumen Los medios digitales ofrecen nuevas oportunidades a las marcas para relacionarse con sus ... more Resumen Los medios digitales ofrecen nuevas oportunidades a las marcas para relacionarse con sus públicos y compartir experiencias significativas. Ante la existencia de interesantes propuestas en este sentido, el objetivo de la presente investigación es validar una herramienta de evaluación, estudio y medida de las comunicaciones experienciales de marca que utilizan medios digitales. Para ello, se ha diseñado un método que permita, en primer lugar identificar las acciones de comunicación que proponen experiencias a sus clientes; en segundo lugar, clasificar y comparar estas comunicaciones en función del tipo de experiencia propuesta, y finalmente revisar cómo son diseñadas. El método permitirá conocer cómo se forman determinadas comunicaciones digitales para ser potencialmente experimentadas y, de esta forma, orientar a otras marcas a fin de mejorar la relación con sus clientes. También determinará si las acciones de comunicación digital analizadas pueden considerarse experiencias que enriquecen las relaciones y aportan valor a la marca. Abstract Digital media offer new opportunities for brands to interact with their audiences and to share meaningful experiences. With interesting proposals in this regard, the purpose of this research is to validate a tool for evaluation, study and measurement of experiential brand communications using digital media. To this end, we have designed a method firstly to identify the communication actions that propose experiences to their customers; secondly, to classify and compare these communications depending on the type of experience proposed, and finally to see how they are designed. The method will reveal how certain digital communications are designed to be potentially experienced, guiding other brands to improve their customer relationships. It will also determine if those digital communication actions analyzed can be considered experiences that enrich relationships and add value to the brand.
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Papers by Maria Galmes-Cerezo
a las estrategias de comunicación y marketing de las marcas. Existe el
riesgo de que un uso inadecuado del concepto provoque que no se avance en
el sentido original. En la investigación se realiza un análisis documental de
la "comunicación experiencial", el "marketing experiencial" y la "experiencias
de marca", para sentar unas bases teóricas y definir el estado de la cuestión.
Se identifican las principales líneas de investigación, y se plantea hacia
dónde se debe dirigir esta nueva corriente para una aplicación profesional
significativa de la comunicación y el marketing y experiencial
actual population race structure social reality.
274 advertising pieces are analysed here from: Argentina, Mexico and Brazil, all countries selected by their ethnic-cultural identity and the
complementarity representation of the continent. Among the most important results indicate a prominent representation, it emerged that there
is a striking representation of ads with European attributes wrapped with local symbols. In terms of formats, events represent more ethnicities against ads were presence is less significant. Regarding
countries comparative, Mexico is the country that represents the more its ethnic groups and closer to social reality, unlike Argentina and Brasil, with
advertising were indigene and afro-descendant population can be founded in a very reduced number of analysed pieces. The study main conclusion is the low representation of local ethnic groups in Latin America advertising campaigns and the direct relationship with the socioeconomic status.
Conference Presentations by Maria Galmes-Cerezo
a las estrategias de comunicación y marketing de las marcas. Existe el
riesgo de que un uso inadecuado del concepto provoque que no se avance en
el sentido original. En la investigación se realiza un análisis documental de
la "comunicación experiencial", el "marketing experiencial" y la "experiencias
de marca", para sentar unas bases teóricas y definir el estado de la cuestión.
Se identifican las principales líneas de investigación, y se plantea hacia
dónde se debe dirigir esta nueva corriente para una aplicación profesional
significativa de la comunicación y el marketing y experiencial
actual population race structure social reality.
274 advertising pieces are analysed here from: Argentina, Mexico and Brazil, all countries selected by their ethnic-cultural identity and the
complementarity representation of the continent. Among the most important results indicate a prominent representation, it emerged that there
is a striking representation of ads with European attributes wrapped with local symbols. In terms of formats, events represent more ethnicities against ads were presence is less significant. Regarding
countries comparative, Mexico is the country that represents the more its ethnic groups and closer to social reality, unlike Argentina and Brasil, with
advertising were indigene and afro-descendant population can be founded in a very reduced number of analysed pieces. The study main conclusion is the low representation of local ethnic groups in Latin America advertising campaigns and the direct relationship with the socioeconomic status.