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Title: La Publicidad personalizada, el futuro de la publicidad en televisión
Author: Abalde Lema, Marta
Tutor: Viloca Puig, Rosana
Others: Universitat Oberta de Catalunya (UOC)
Cavero Vázquez, Reyes
Keywords: advertising effectiveness
permission marketing
Issue Date: 15-Jan-2017
Publisher: Universitat Oberta de Catalunya
Abstract: This dissertation tries to demonstrate that personalized advertising is the future of television advertising through a theoretical-empirical study, where television advertising will be put in context, will analyze the new television methods that are being carried out and will be defined and Analyze the characteristics of personalized advertising. In addition, through two interviews with Francisco José Asensi Viana and Laura Marín Peña, we analyze the advertising effectiveness and its point of view about the future of television advertising. Finally, an experiment demonstrates the effectiveness of personalized advertising.
Language: Spanish
Appears in Collections:Treballs finals de carrera, treballs de recerca, etc.

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