{"id":15401,"date":"2002-01-02T00:00:00","date_gmt":"2002-01-02T00:00:00","guid":{"rendered":"https:\/\/www.deberes.net\/tesis\/sin-categoria\/las-promociones-publicitarias-en-la-prensa\/"},"modified":"2002-01-02T00:00:00","modified_gmt":"2002-01-02T00:00:00","slug":"las-promociones-publicitarias-en-la-prensa","status":"publish","type":"post","link":"https:\/\/www.deberes.net\/tesis\/ciencias-economicas\/las-promociones-publicitarias-en-la-prensa\/","title":{"rendered":"Las promociones publicitarias en la prensa"},"content":{"rendered":"<h2>Tesis doctoral de <strong> Eva Santana L\u00f3pez <\/strong><\/h2>\n<p>El objetivo de esta tesis es analizar y sistematizar un fen\u00f3meno de comunicaci\u00f3n empresarial que en espa\u00f1a, y m\u00e1s precisamente en catalu\u00f1a, adquiere unas caracter\u00edsticas especiales en cuanto a la difusi\u00f3n, liberalidad y originalidad: las promociones publicitarias en la prensa.  se ha dividido en tres partes: el contexto te\u00f3rico en el que se enmarca la promoci\u00f3n de ventas (evoluci\u00f3n hist\u00f3rica, definici\u00f3n, caracter\u00edsticas y clasificaci\u00f3n), la contextualizaci\u00f3n de la prensa en los a\u00f1os 80 y 90 y, por \u00faltimo, la evoluci\u00f3n y el an\u00e1lisis de las promociones de ventas realizadas por los diarios de informaci\u00f3n general de catalu\u00f1a, con difusi\u00f3n en las cuatro provincias.  para ello se han auditado y tabulado las actas correspondientes a los a\u00f1os 90 de la oficina de justificaci\u00f3n de la difusi\u00f3n (ojd) y se ha entrevistado a los responsables de pol\u00edtica promocional de los diarios seleccionados.  se ha defendido la rentabilidad de las promociones en t\u00e9rminos de garantizar la audiencia y con ella los ingresos publicitarios, a pesar de que individualmente la promoci\u00f3n no suele ser rentable.<\/p>\n<p>&nbsp;<\/p>\n<h3>Datos acad\u00e9micos de la tesis doctoral \u00ab<strong>Las promociones publicitarias en la prensa<\/strong>\u00ab<\/h3>\n<ul>\n<li><strong>T\u00edtulo de la tesis:<\/strong>\u00a0 Las promociones publicitarias en la prensa <\/li>\n<li><strong>Autor:<\/strong>\u00a0 Eva Santana L\u00f3pez <\/li>\n<li><strong>Universidad:<\/strong>\u00a0 Aut\u00f3noma de barcelona<\/li>\n<li><strong>Fecha de lectura de la tesis:<\/strong>\u00a0 01\/02\/2002<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3>Direcci\u00f3n y tribunal<\/h3>\n<ul>\n<li><strong>Director de la tesis<\/strong>\n<ul>\n<li>Jos\u00e9 Mar\u00eda Ricarte Besc\u00f3s<\/li>\n<\/ul>\n<\/li>\n<li><strong>Tribunal<\/strong>\n<ul>\n<li>Presidente del tribunal: pere Soler pujals <\/li>\n<li>enric Mar\u00edn otto (vocal)<\/li>\n<li> Ruiz collantes francesc xavier (vocal)<\/li>\n<li>Juan De los \u00e1ngeles villena (vocal)<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Tesis doctoral de Eva Santana L\u00f3pez El objetivo de esta tesis es analizar y sistematizar un fen\u00f3meno de comunicaci\u00f3n empresarial [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center 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