Mémoire De MASTER 2
Total Page:16
File Type:pdf, Size:1020Kb
Load more
Recommended publications
-
Xavier FORT RECASENS LAS NARRATIVAS TRANSMEDIA
Xavier FORT RECASENS LAS NARRATIVAS TRANSMEDIA COMO CONSTRUCTORAS DEL MENSAJE PUBLICITARIO ENTRE MARCA Y CONSUMIDOR Estudio de Caso: Red Bull “Can you Make it?” Treball Fi de Carrera dirigit per Alfonso FREIRE SÁNCHEZ Universitat Abat Oliba CEU FACULTAT DE CIÈNCIES SOCIALS Llicenciatura en Publicitat i Relacions Públiques 2014 2 “No traemos el producto a la gente, traemos la gente al producto.” DIETRICH MATESCHITZ (Fundador de la marca Red Bull) “Cuando creas una marca tienes que ser capaz de contar historias y mitos que den ganas hablar de ella y compartirlas.” CARLOS BRAVO (Autor del libro Marketing de guerrilla para emprendedores valientes) “En las narrativas Transmedia, los usuarios colaboran en la construcción del relato, lo que supone que éstos vivan una experiencia de inmersión plena en la historia.” EDUARDO PRÁDANOS (Experto en nuevas narrativas) 3 4 Resumen En las últimas dos décadas el mundo publicitario ha experimentado una gran evolución debido a la aparición de los nuevos modelos digitales y al entorno 2.0. En este proyecto se recoge un análisis sobre los orígenes de la transmedialidad, sus características y sus múltiples funciones. Además de profundizar en el relevante papel del consumidor en estos nuevos formatos, al ser un elemento fundamental para cerrar el círculo comunicativo. En concreto se estudiará el reto Can You Make It? de la marca Red Bull, al ser un caso con una gran variedad de elementos publicitarios a analizar. Resum En les últimes dues dècades el món publicitari ha experimentat una gran evolució a causa de l’aparició dels nous models digitals i l’entorn 2.0. -
Red Bull Investit Le Sport
14e Semaine des médias à l’école - Fiche pédagogique Red Bull investit le sport Public concerné : 13-20 ans Résumé du Suisse Ueli Gegenschatz, qui Objectifs du Plan d'études avait sauté en parachute depuis romand concernés : Le sport est un terrain de une tour à Zurich, le 13 prédilection pour la publicité. Les novembre 2009, dans le cadre FG 31 MITIC : "Exercer des marques se livrent une d'une campagne de publicité lectures multiples dans la concurrence féroce pour conjointe entre Red Bull et consommation et la production de associer leur nom à des Sunrise. Cette émission met en médias et d'informations…" évènements, des exploits, des cause les risques inconsidérés L1 31 : "Lire et analyser des textes athlètes admirés. Il ne s'agit pas que fait prendre la marque à de genres différents et en analyser d'un mécénat désintéressé mais certains des 500 athlètes qu'elle les multiples sens" d'un investissement. a sous contrat. Apprentissages favorisés : Le 14 octobre 2012, l'Autrichien Il est rare que la stratégie d'une Décodage des intentions latentes Felix Baumgartner a fait parler entreprise en matière de d'un message (commerciales, de lui dans le monde entier après marketing sportif soit aussi politiques…). être devenu le premier homme à finement décrite. Nous vous Analyse des intentions d'un franchir le mur du son, en proposons de donner l'article à message en tenant compte du sautant en chute libre de près de lire à vos élèves, puis d'analyser contexte de communication. 39.000 mètres d'altitude (photo). les informations données (il Cette prouesse avait été figure en annexe de cette fiche, Prise en compte des quatre minutieusement préparée au assorti d'une fiche élève). -
Hip-Hop and Cultural Interactions: South Korean and Western Interpretations
HIP-HOP AND CULTURAL INTERACTIONS: SOUTH KOREAN AND WESTERN INTERPRETATIONS. by Danni Aileen Lopez-Rogina, B.A. A thesis submitted to the Graduate Council of Texas State University in partial fulfillment of the requirements for the degree of Master of Arts with a Major in Sociology May 2017 Committee Members: Nathan Pino, Chair Rachel Romero Rafael Travis COPYRIGHT by Danni Aileen Lopez-Rogina 2017 FAIR USE AND AUTHOR’S PERMISSION STATEMENT Fair Use This work is protected by the Copyright Laws of the United States (Public Law 94-553, section 107). Consistent with fair use as defined in the Copyright Laws, brief quotations from this material are allowed with proper acknowledgement. Use of this material for financial gain without the author’s express written permission is not allowed. Duplication Permission As the copyright holder of this work I, Danni Aileen Lopez-Rogina, refuse permission to copy in excess of the “Fair Use” exemption without my written permission. DEDICATION To Frankie and Holly for making me feel close to normal. ACKNOWLEDGEMENTS I want to acknowledge my mom, dad, and sister first and foremost. Without their love and support over the years, I would not have made it this far. They are forever my cheerleaders, no matter how sassy I may be. Professor Nathan Pino was my chosen mentor who took me under his wing when I chose him like a stray cat. His humor and dedication to supporting me helped me keep my head up even when I felt like I was drowning. Professor Rachel Romero was the one to inspire me to not only study sociology, but also to explore popular culture as a key component of society. -
Action Sports, Social Media, and New Technologies
Article Communication & Sport 2017, Vol. 5(5) 554-578 ª The Author(s) 2016 Action Sports, Social Reprints and permission: sagepub.com/journalsPermissions.nav Media, and New DOI: 10.1177/2167479516638125 Technologies: Towards journals.sagepub.com/home/com a Research Agenda Holly Thorpe1 Abstract Action sport participants have always been actively involved in the consumption and production of niche cultural media. However, the proliferation of new media technologies is playing an evermore important role in the ongoing progression of skills among athletes and committed recreational participants, and building a sense of community among enthusiasts and audiences across local, national, and global contexts. More than repeating previous patterns, such media technologies are contributing to new relationships between corporations, action sporting bodies, and communities. This article sets out a research agenda for understanding new media developments in action sports. In the first part of this article, I detail how new digital media are being used by corporations, athletes, and everyday participants, and in so doing, are transforming the networks and connections within and across action sport communities. In the second, I describe how new media technologies such as GoPros™, camera drones, and GPS tracking devices are changing action sport experiences and the relationship between ‘‘human’’ and ‘‘nonhuman’’ sporting bodies. As well as revealing emerging issues, this article also poses a series of critical questions and challenges to researchers interested in contributing to new under- standings of the latest media technologies in action sport cultures. 1 Te Oranga School of Human Development and Movement Studies, Faculty of Education, University of Waikato, Hamilton, New Zealand Corresponding Author: Holly Thorpe, Te Oranga School of Human Development and Movement Studies, Faculty of Education, University of Waikato, Private Bag 3105, Hamilton 3240, New Zealand. -
Danke Für Die Erfolgreichen Jahre Hier in Salzburg!« FRANKY SCHIEMER BEENDET SEINE KARRIERE UND FREUT SICH AUF DIE ZEIT MIT SEINER FAMILIE
DAS STADIONMAGAZIN DES FC RED BULL SALZBURG NR. 156 | 14. DEZEMBER 2014 GEGEN SK RAPID WIEN »Danke für die erfolgreichen Jahre hier in Salzburg!« FRANKY SCHIEMER BEENDET SEINE KARRIERE UND FREUT SICH AUF DIE ZEIT MIT SEINER FAMILIE. WWW.REDBULLS.COM 001-RBS_HS156_001_Cover 1 12.12.14 09:42 HEIMSPIEL | 14. Dezmeber 2014 ANPFIFF 3 Franky goes to …? Das letzte Spiel des Jahres ist eigentlich immer etwas Franz Schiemer wurde Besonderes. In unserem Fall ist man Herbstmeister, mit den Roten Bullen dreimal Meister und überwintert als Gruppensieger in der Europa League zweimal Cupsieger, und freut sich auf die Aufgaben nach der Winter- spielte in der Europa League mehrfach groß pause. Heuer überkommt uns aber doch etwas Weh- auf. Das letzte Inter- mut, denn eine Legende der Roten Bullen hängt view seiner Karriere lest ihr ab Seite 18. seine Fußballschuhe leider an den Nagel. Franky Schiemer steht heute zum letzten Mal im Kader der Roten Bullen und wird danach seine aktive Karriere beenden. Wir danken unserem Verteidiger für seinen Einsatz in den letzten Jahren und wünschen ihm und seiner Familie viel Glück für die Zukunft. Jonny Soriano ist als Unseren Fans und den Anhängern von Rapid Kapitän der perfekte Weihnachtsmann. Dar- wünschen wir ein spannendes Spiel und viel Spaß um vergisst er natür- mit dieser Heimspiel-Ausgabe. Und natürlich frohe lich nicht auf seine Spieler und beschenkt Weihnachten und einen guten Start ins neue Jahr. sie heuer reichlich. Die ganze Bescherung gibt es auf Seite 22. Name: FC Red Bull Salzburg Impressum Herausgeber -
Der Erfolg Der Red Bull Gmbh Durch Die Nutzung Von Viralem Marketing
BACHELORARBEIT Frau Nadja Elser Der Erfolg der Red Bull GmbH durch die Nutzung von viralem Marketing 2013 Fakultät: Medien BACHELORARBEIT Der Erfolg der Red Bull GmbH durch die Nutzung von viralem Marketing Autor/in: Frau Nadja Elser Studiengang: Angewandte Medienwirtschaft Seminargruppe: AM09wK1-B Erstprüfer: Prof. Dr. Tamara Huhle Zweitprüfer: Dipl.-Wirt.-Ing. (FH) Katharina Heinzelmann Einreichung: Stuttgart, 24.06.2013 Faculty of Media BACHELOR THESIS The success of the Red Bull GmbH by the use of viral marketing author: Ms. Nadja Elser course of studies: Applied Media Economics seminar group: AM09wK1-B first examiner: Prof. Dr. Tamara Huhle second examiner: Dipl.-Wirt.-Ing. (FH) Katharina Heinzelmann submission: Stuttgart, 24.06.2013 Inhaltsverzeichnis VI Bibliografische Angaben Elser, Nadja: Der Erfolg der Red Bull GmbH durch die Nutzung von viralem Marketing The success of the Red Bull GmbH by the use of viral marketing 83 Seiten, Hochschule Mittweida, University of Applied Sciences, Fakultät Medien, Bachelorarbeit, 2013 Abstract The present paper investigates „viral marketing“ as an innovative marketing form using the example of the „Red Bull GmbH“ and their success with it. The research focuses on preconditions, characteristics and success factors of viral marketing-campaigns as well as on the advantages and disadvantages in comparison to classic advertisement. Con- sidering the target group, company’s competitors, marketing strategy in general and the historical development, the paper shows how Red Bull effectively uses viral market- ing and how similar strategies can contribute to other companies success. Die vorliegende Arbeit beschäftigt sich mit „Viral Marketing“ als innovative Marketing- form am Beispiel der Red Bull GmbH und zeigt den Erfolg, den das Unternehmen da- mit hat. -
Facebook Marketing for Book Authors - Get More Fans and Book Sales by John Kremer
Facebook Marketing for Book Authors - Get More Fans and Book Sales by John Kremer 108 Great Websites for Book Authors Copyright 2013 by John Kremer All rights reserved. Open Horizons P. O. Box 2887 Taos, NM 87571 575-751-3398 Web: http://www.bookmarketingbestsellers.com Note: The original version of this report was written over three years ago. While Facebook’s look and feel (and some of its features) have changed since that time, the essence of this report and it’s 9-point action list is still valid. Table of Contents 05 . 9-Point Facebook Marketing Action List 07 . Introduction 08 . Reasons You Should Use Facebook for Marketing 11 . 7 Ways to Use Facebook to Create and Promote Books 13 . Create a Facebook Profile (Join Facebook) 14 . Create a Facebook Fan Page 14 . Choosing a Category 15 . Choosing a Subcategory 19 . Using and Promoting Your Fan Page 20 . Editing Your Fan Page: The Secret Promotional Tools 24 . Facebook Raves and Rules 26 . Great Business Page Examples You Can Model 28 . Facebook Fan Page Design 29 . Facebook Promotions 30 . 21 Ways to Get and Retain Fans 34 . Facebook Engagement Tips 35 . Facebook's News Feed 37 . Facebook Tools 38 . Invite Your Friends 40 . Tell Your Friends 42 . Facebook Social Plugins 48 . Facebook Events 52 . Facebook Groups 54 . Facebook Questions 56 . Facebook Photos 57 . Facebook Emails 59 . Facebook Apps 60 . Popular and Useful Apps 62 . Facebook App Promotions 64 . Facebook Ads 69 . Sample Facebook Ad Results 69 . Additional Facebook Ad Resources 71 . Facebook Sponsored Stories 73 . Facebook Contests 74 . Facebook Deals 75 . -
Contagious Is Ten
Social Change / xxx Contagious is ten. Welcome... 14 28 31 47 THE CONTAGIOUS DECADE SMALL BUT PERFECTLY FORMED 06 A Primer 40 Little brands, big thinkers Log off, lean in and pore over Katrina Dodd’s attempt In each of our past 20 issues, Contagious has at imposing neatly alphabetised order on the chaos of celebrated seven small companies hoping to change the Contagious zeitgeist. the world. We take a look at some of our favourites – and add a few more to the ranks. WELCOME TO CONTAGIOUS X 14 Brands for the next decade STRENGTH STUDY / Publishing Application instructions for this special dose of the 47 By Chloe Markowicz magazine. Side effects may include broad inspiration, Landscape Brands evolve from being publicists brand bravery and a healthy dose of disdain for the to publishers status quo. Brand Spotlight Red Bull Opinion Tyler Brûlé, editor in chief, Monocle STRENGTH STUDY / Disruption 19 By Emily Hare STRENGTH STUDY / Data Landscape How can brands make disruption work 57 By Chris Barth while protecting themselves against challengers? Landscape The fine art of surfacing signal from noise Brand Spotlight Tesla Brand Spotlight IBM Opinion Jonathan Mildenhall, CMO, Airbnb Opinion Vikram Somaya, general manager of WeatherFX, The Weather Company 28 CUT OUT AND KEEP A brief history of (Contagious) time / FEATURE / The technology boneyard The ten commandments 66 Explosive digital development has its casualties. Will A crunched-down illustration of the major tech, social Sansom considers those that became cautionary tales. and business developments on one side and Contagious’ non-denominational lessons to live by on the other. -
BENNY GOLSON NEA Jazz Master (1996)
1 Funding for the Smithsonian Jazz Oral History Program NEA Jazz Master interview was provided by the National Endowment for the Arts. BENNY GOLSON NEA Jazz Master (1996) Interviewee: Benny Golson (January 25, 1929 - ) Interviewer: Anthony Brown with recording engineer Ken Kimery Date: January 8-9, 2009 Repository: Archives Center, National Museum of American History, Smithsonian Institution Description: Transcript, 119 pp. Brown: Today is January 8th, 2009. My name is Anthony Brown, and with Ken Kimery we are conducting the Smithsonian National Endowment for the Arts Oral History Program interview with Mr. Benny Golson, arranger, composer, elder statesman, tenor saxophonist. I should say probably the sterling example of integrity. How else can I preface my remarks about one of my heroes in this music, Benny Golson, in his house in Los Angeles? Good afternoon, Mr. Benny Golson. How are you today? Golson: Good afternoon. Brown: We’d like to start – this is the oral history interview that we will attempt to capture your life and music. As an oral history, we’re going to begin from the very beginning. So if you could start by telling us your first – your full name (given at birth), your birthplace, and birthdate. Golson: My full name is Benny Golson, Jr. Born in Philadelphia, Pennsylvania. The year is 1929. Brown: Did you want to give the exact date? Golson: January 25th. For additional information contact the Archives Center at 202.633.3270 or [email protected] 2 Brown: That date has been – I’ve seen several different references. Even the Grove Dictionary of Jazz had a disclaimer saying, we originally published it as January 26th. -
Bachelorarbeit
BACHELORARBEIT Patrick Bura Virtuelles Eventmarketing 2013 Fakultät: Medien BACHELORARBEIT Virtuelles Eventmarketing Autor/in: Patrick Bura Studiengang: Angewandte Medien Medien-, Sport-, Eventmanagement Seminargruppe: AM10wS2-B Erstprüfer: Prof. Dr. Volker J. Kreyher Zweitprüfer: Prof. Dipl.-Kfm. Dietmar Pfaff Einreichung: Sinsheim, 23.07.2013 Faculty of Media BACHELOR THESIS virtual eventmarketing author: Patrick Bura course of studies: Angewandte Medien Medien-, Sport-, Eventmanagement seminar group: AM10wS2-B first examiner: Prof. Dr. Volker J. Kreyher second examiner: Prof. Dipl.-Kfm. Dietmar Pfaff submission: Sinsheim, 23.07.2013 Bibliografische Angaben Bura, Parick: Virtuelles Eventmarketing 64 Seiten, Hochschule Mittweida, University of Applied Sciences, Fakultät Medien, Bachelorarbeit, 2013 Abstract Die vorliegende Bachelorarbeit beschäftigt sich mit dem Thema virtuelles Eventmarke- ting. Mit der rasanten Entwicklung des Internets haben sich neue Formen der Kommu- nikation und der Kundenbindung ergeben. Der Kern ist es Online Kommunikation, Eventmarketing und virtuelles Eventmarketing zu vergleichen und in Zusammenhang zusetzten. Desweiteren werden diese Kommunikationsinstrumente anhand dem Pra- xisbeispiel Red Bull verglichen und deren Stärken/ Schwächen und Chancen/ Risiken aufgezeigt. Mit entsprechenden Experten werden die theoretischen Grundlagen der Instrumente begründet und untermauert. Den Abschluss dieser Arbeit bilden die Er- folgsfaktoren und Handlungsempfehlungen die sich für die Kommunikationsform des virtuellen Eventmarketings ergeben. The Present bachelor thesis involves the topic of virtual eventmarketing. With the fast growing development of the Internet, new types of communication and customer loyalty have been made. The main interest is to compare online communication, eventmarket- ing as well as virtual eventmarketing and put them into a context. Furthermore, those parts will be compared by the example of red bull using their strengths, weakness, op- portunity and threats. -
June 2015 | Volume 8 Bachelor of Commerce
Photo: Shine Huang on exchange at Neoma Business School, France JUNE 2015 | VOLUME 8 BACHELOR OF COMMERCE BEST BUSINESS RESEARCH PAPERS Table of Contents Note from the Editor 3 Carmen Galang Dispensing Strategic Marketing Decisions: 4 An analysis of PEZ Inc.’s marketing decisions and key success factors Chris Dimoff Wayfinding in Madrid: 16 A study of pedestrian wayfinding in respect to tourism Ciara Glen The Sweet Secrets of the Swiss: 33 An analysis of the Swiss chocolate industry Leah Hanvey Opening Credit Card Clearing in China: 50 A two-part analysis Carleen Kukat Will O2 be Able to Stay on Top? 64 An analysis of the largest integrated telecommunications provider in the Czech Republic Danielle Pillon Alibaba in Canada: 78 A study of the world’s largest E-commerce company, and the implications for Canadian companies Gregory Ross Škoda Auto: 88 A recommendation for driving growth in North America David Scott Red Bull: 99 An analysis of the success of Red Bull and their international marketing strategy Emily Sterling |2 Note from the Editor It is a goal of the UVic Peter B. Gustavson School of Business to deliver a Bachelor of Commerce (BCom) program that provides our students with critical skills and essential knowledge to be successful business leaders with a global mindset. Our graduates receive a quality education that enhances their ability to be ‘brilliant by nature, international at heart, have a different point of view, enjoy a vibrant learning culture, and who consider their footprint.’ COM 470 is one tool for which students achieve a HIGH LEVEL of international awareness, UNDERSTANDING OF cross cultural issues, and a sophistication of SCHOLARSHIP to make sense of today’s complex business world. -
Sugary Drink Marketing to Youth: Some Progress but Much Room to Improve Methods
Sugary drink marketing to youth: Some progress but much room to improve Methods Sugary Drink FACTS 2014 Some progress but much room for improvement in marketing to youth Authors: Jennifer L. Harris, PhD, MBA Marlene B. Schwartz, PhD Megan LoDolce, MA Christina Munsell, MS, RD Frances Fleming-Milici, PhD James Elsey, MS Sai Liu, MPH Maia Hyary, MPA Renee Gross, JD Carol Hazen, MS Cathryn Dembek, MBA Rudd Center for Food Policy and Obesity November, 2014 Acknowledgements We would like to thank the following people for their valuable assistance in collecting data and preparing the report: Colleen Flynn Amy Heard Sarah Maver Kelsey O'Brien Natalia Perelman Katherine Rich Magdalena Wilson, MPH Solomon Gazara Thank you to our colleagues at the Rudd Center, especially Megan Orciari, Patrick Mustain, and Tricia Wynne. We thank Cavich Creative, LLC and Chris Lenz for their assistance in preparing the report and the website. Finally, we thank the leadership and staff at the Robert Wood Johnson Foundation, with special thanks to Tina Kauh, Susan Promislo and the entire Childhood Obesity Team. Support for this project was provided by a grant from the Robert Wood Johnson Foundation. Table of Contents List of Tables...................................................................................iv Ranking Tables .................................................................................v Appendix Tables ................................................................................v List of Figures . v Executive Summary .............................................................................7