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Quale presente per la pubblicità, la ridefinizione dei palinsesti televisivi con il branded entertainment: quando il prodotto diventa la storia
No full textQuale presente per la pubblicità, la ridefinizione dei palinsesti televisivi con i prodotti di brand integration: quando il prodotto diventa la storia.
Keyword: branded integration, branded content, product placement, televisione, pubblicità, palinsesto, relazione, marketing narrativo, storytelling, pubblici.
Nella diaspora dei pubblici provocata dalla nascita di molteplici canali tematici e piattaforme di contenuti (Youtube, Netflix, ecc.), i broadcast hanno l’esigenza di riempire i palinsesti con contenuti. I brand, invece, hanno l’obbligo di cercare relazione col consumatore, engagement emotivo e generare profitto. Si associa però una sempre maggiore difficoltà di incontrare i pubblici, i quali rifuggono la pubblicità tradizionale.
Da questo scenario, l’occorrenza di creare nuovi formati televisivi e pubblicitari, che coniughino entrambe le esigenze: i progetti di brand integration, ovvero forme di product placement basate sulla costruzione di storie intorno ai prodotti/servizi, i quali diventano anche interi programmi televisivi (per es. Masterchef) in cui i prodotti sono inseriti e contestualizzati all’interno di situazioni narrative: questo product placement diventa parte integrante della trama. Se da una parte i progetti di brand integration rappresentano un ulteriore approccio alla creazione di valore per il consumatore-pubblico, proveniente dall’evoluzione del content marketing applicato ai palinsesti televisivi, dall’altra intervengono nelle modalità di produzione e distribuzione dei contenuti televisivi stessi. Al contempo, ridefiniscono le modalità della pubblicità, integrata all’interno del canale in cui è proposta, tanto da sfumare il confine fra l’una e l’altro: ogni inquadratura ha un brand in vista, pertanto si rende una pubblicità senza soluzione di continuità e priva dell’abituale ma forzata interruzione. Inoltre, supportati da attività crosspiattaforma e multicanale contribuiscono a generare un universo di marca.
L’obiettivo di questi progetti di product placement è creare una relazione con i pubblici, restando impresso nella mente dei consumatori e raccontando l’unicità di un brand attraverso lo storytelling. Con le attività cross piattaforma e multicanale si cerca di creare engagement e “l’esperienzalizzazione” dei percorsi. I progetti di brand integration sfumano verso il branded entertainement; tentano di catturare l’attenzione, dissimulando l’intento di vendita del programma tv con la proposta di identificazione, emulazione, stile di vita.
Comunicazione, marketing, pubblicità si trovano coinvolti in un rapporto di coevoluzione e ibridazione, che dà vita a nuovi universi narrativi e porta a interrogarsi sulle pratiche di creazione dei contenuti mediali, di formati e stili comunicativi con forme inedite e sui nuovi pubblici cui sono rivolti. Si presenta l’occorrenza di ripensare la marca e il suo ruolo sociale, intervenendo sulla produzione di senso, di contenuti e sulla loro distribuzione all’interno dell’economia dell’esperienza. I programmi televisivi propongono una situazione-guida per il consumatore che potrà co-creare la propria esperienza e situazione narrativa col brand. Punto cruciale è non solo creare il “cosa”, l’esperienza, ma il “come” questa venga progettata.
Le teorie sugli audience studies e sull’industria culturale sono pertanto in evoluzione, parallelamente alle strategie di marketing rivolte alla creazione di relazione ed engagement con un nuovo consumatore.
BIBLIOGRAFIA
Bonsignore Paolo, Sassoon Joseph, 2014, Branded content - La nuova frontiera della comunicazione d’impresa, Franco Angeli, Milano
Brian R. Kinard & Katherine B. Hartman, 2013, Are You Entertained? The Impact of Brand Integration and Brand Experience in Television-Related Advergames, Journal of Advertising, 42:2-3, 196-203
Harvard Business Review, 2016, Lessons from the Leading Edge of Customer Experience Management, Harvard Business Review, luglio
Lehu Jean-Marc, 2007, Branded Entertainment: Product Placement & Brand Strategy in the entertainment business, Kogan page, Londra
Russel Cristel A., 2002, Investigating the Effectiveness of Product Placements in Television Shows: The Role of Modality and Plot Connection Congruence on Brand Memory and Attitude, Journal of Consumer Research Vol. 29, N. 3, Dicembre, pag. 306-318
Russel Cristel A., Belch Michael, 2005, A Managerial Investigation into the Product Placement Industry, Journal of advertising research, Cambridge university press
Van Reijmersdal Eva A., Neijens Peter C., Smit Edith, 2007, Effects of Television Brand Placement on Brand Image, Psicology e Marketing, Vol.24 Issue 5, pag. 403-420
Williams Raymond, 2000, Televisione: tecnologia e forma culturale, Editori Riuniti, Roma
BIOGRAFEMA
Alessia Bellezza è dottoranda di ricerca in Comunicazione, marketing e ricerca sociale presso il CoRiS, Dipartimento di Comunicazione e Ricerca Sociale, Sapienza – Università di Roma. I suoi interessi di ricerca vertono sui temi del comportamento del consumatore, innovazione tecnologica, media digitali e social media, social television, comunicazione d’impresa, marketing. In passato ha lavorato nella comunicazione e nel marketing presso Teatro Olimpico, Universal Pictures e altri
Going Beyond Counting First Authors in Author Co-citation Analysis
Full text linkThe present study examines one of the fundamental aspects of author co-citation analysis (ACA) - the way co-citation
counts are defined. Co-citation counting provides the data on which all subsequent statistical analyses and mappings
are based, and we compare ACA results based on two different types of co-citation counting - the traditional type that
only counts the first one among a cited work's authors on the one hand and a non-traditional type that takes into
account the first 5 authors of a cited work on the other hand. Results indicate that the picture produced through this non-traditional author co-citation counting contains more coherent author groups and is therefore considerably clearer. However, this picture represents fewer specialties in the research field being studied than that produced through the traditional first-author co-citation counting when the same number of top-ranked authors is selected and analyzed. Reasons for these effects are discussed
Variations on the Author
Full text link“Variations on the Author” discusses two of Eduardo Coutinho’s recent films (Um Dia na Vida, from 2010, and Últimas Conversas, posthumously released in 2015) and their contribution to the general question of documentary authorship. The director’s filmography is characterized by a consistent yet self-effacing form of authorial self-inscription: Coutinho often features as an interviewer that rather than express opinions propels discourses; an interviewer that is good at listening. This mode of self-inscription characterizes him as an author who is not expressive but who is nonetheless markedly present on the screen. In Um Dia na Vida, however, Coutinho is completely absent form the image, while Últimas Conversas, on the contrary, includes a confessional prologue that moves the director from the margins to the center of his films. This article examines the ways in which these works stand out in the filmography of a director who offers new insights into the notion of cinematic authorship
Appropriate Similarity Measures for Author Cocitation Analysis
Full text linkWe provide a number of new insights into the methodological discussion about author cocitation analysis. We first argue that the use of the Pearson correlation for measuring the similarity between authors’ cocitation profiles is not very satisfactory. We then discuss what kind of similarity measures may be used as an alternative to the Pearson correlation. We consider three similarity measures in particular. One is the well-known cosine. The other two similarity measures have not been used before in the bibliometric literature. Finally, we show by means of an example that our findings have a high practical relevance.information science;Pearson correlation;cosine;similarity measure;author cocitation analysis
Dispelling the Myths Behind First-author Citation Counts
Full text linkWe conducted a full-scale evaluative citation analysis study of scholars in the XML research field to explore just how different from each other author rankings resulting from different citation counting methods actually are, and to demonstrate the capability of emerging data and tools on the Web in supporting more realistic citation counting methods. Our results contest some common arguments for the continued
use of first-author citation counts in the evaluation of scholars, such as high correlations between author rankings by first-author citation counts and other citation
counting methods, and high costs of using more realistic citation counting methods that are not well-supported by the ISI databases. It is argued that increasingly available digital full text research papers make it possible for citation analysis studies to go beyond what the ISI databases have directly supported and to employ more
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koamabayili/VECTRON-author-checklist: VECTRON author checklist
No full textWe have done our best to complete the author checklist relating to the use of animals in the hut study. Note that the objective for the hut study was to evaluate the IRS treatment applications for residual efficacy against Anopheles mosquitoes, including the local An. coluzzii mosquito population. Cows were only used to attract mosquitoes into the huts and no tests were carried out directly on the cows. The author checklist is intended for use with studies where experiments are carried out on animals, which is why we have had such difficulty in completing this for the hut study, as many of the questions do not relate to how the cows were used
Author-wise bibliometric analysis based on entropy.
No full textAuthor-wise bibliometric analysis based on entropy.</p
Author Under Sail The Imagination of Jack London, 1893-1902
No full textIn Author Under Sail, Jay Williams offers the first complete literary biography of Jack London as a professional writer engaged in the labor of writing. It examines the authorial imagination in London's work, the use of imagination in both his fiction and nonfiction, and the ways he defined imagination in the creative process in his business dealings with his publishers, editors, and agents. In this first volume of a two-volume biography, Williams traverses the years 1893 to 1902, from London's "Story of a Typhoon" to The People of the Abyss. The Jack London who emerges in the pages of Author Under Sail is a writer whose partnership with publishers, most notably his productive alliance with George Brett of Macmillan, was one of the most formative in American literary history. London pioneered many author models during the heyday of realism and naturalism, blurring the boundaries of these popular genres by focusing on absorption and theatricality and the representation of the seen and unseen. London created an impassioned, sincere, and extremely personal realism unlike that of other American writers of the time. Author Under Sail is a literary tour de force that reveals the full range of London as writer, creative citizen, and entrepreneur at the same time it sheds light on the maverick side of machine-age literature.Intro -- Title Page -- Copyright Page -- Dedication -- Contents -- Acknowledgments -- Introduction -- 1. Spirit Truth -- 2. From Absorption to Theatricality and Back Again -- 3. "I Will Build a New Present" -- 4. Sons as Authors -- 5. Fathers as Publishers -- 6. The Daughter as Author -- 7. Lovers as Authors -- 8. At Sea with the Family -- 9. Yellow News, Yellow Stories -- 10. The Return Home -- Notes -- Bibliography -- Index -- About Jay WilliamsIn Author Under Sail, Jay Williams offers the first complete literary biography of Jack London as a professional writer engaged in the labor of writing. It examines the authorial imagination in London's work, the use of imagination in both his fiction and nonfiction, and the ways he defined imagination in the creative process in his business dealings with his publishers, editors, and agents. In this first volume of a two-volume biography, Williams traverses the years 1893 to 1902, from London's "Story of a Typhoon" to The People of the Abyss. The Jack London who emerges in the pages of Author Under Sail is a writer whose partnership with publishers, most notably his productive alliance with George Brett of Macmillan, was one of the most formative in American literary history. London pioneered many author models during the heyday of realism and naturalism, blurring the boundaries of these popular genres by focusing on absorption and theatricality and the representation of the seen and unseen. London created an impassioned, sincere, and extremely personal realism unlike that of other American writers of the time. Author Under Sail is a literary tour de force that reveals the full range of London as writer, creative citizen, and entrepreneur at the same time it sheds light on the maverick side of machine-age literature.Description based on publisher supplied metadata and other sources.Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, YYYY. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries
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