{"id":18223,"date":"2002-08-07T00:00:00","date_gmt":"2002-08-07T00:00:00","guid":{"rendered":"https:\/\/www.deberes.net\/tesis\/sin-categoria\/planned-viewing-and-product-involvement-as-program-context-moderators-of-advertising-effectiveness\/"},"modified":"2002-08-07T00:00:00","modified_gmt":"2002-08-07T00:00:00","slug":"planned-viewing-and-product-involvement-as-program-context-moderators-of-advertising-effectiveness","status":"publish","type":"post","link":"https:\/\/www.deberes.net\/tesis\/psicologia\/planned-viewing-and-product-involvement-as-program-context-moderators-of-advertising-effectiveness\/","title":{"rendered":"Planned viewing and product involvement as program context moderators of advertising effectiveness"},"content":{"rendered":"<h2>Tesis doctoral de <strong> I\u00f1aki Casaus Eguiguren <\/strong><\/h2>\n<p>Esta disertaci\u00f3n trata sobre la influencia de dos variables del contexto de un programa que pueden influir en la eficacia de la publicidad. Concretamente, estudia la influencia de haber planificado el visionado de un programa, en el recuerdo de los anuncios contiguos a \u00e9l, y la involucraci\u00f3n con el producto anunciado.  esta disertaci\u00f3n tiene dos contribuciones originales, una te\u00f3rica y una experimental.  la contribuci\u00f3n te\u00f3rica se basa en la descripci\u00f3n y el an\u00e1lisis de los diez modelos principales que intentan explicar la influencia de variables del contexto de un programa. Es una revisi\u00f3n comprehensiva y detallada de la literatura.  la contribuci\u00f3n experimental se basa en el hecho de que el trabajo de campo y la investigaci\u00f3n tratan de averiguar los efectos de planificar el visionado del programa en la eficacia de los comerciales contiguos a \u00e9l.  la hip\u00f3tesis principal sobre la influencia de la planificaci\u00f3n del visionado de un producto, se cumple en las dos olas del estudio. Esto implica que los anuncios que son contiguos a los programas cuyo visionado se ha planificado con antelaci\u00f3n, ser\u00e1n mejor recordados.  este es un resultado importante para el mercado publicitario, ya que los anunciantes tendr\u00e1n especial inter\u00e9s en saber qu\u00e9 programas planifican las audiencias, para poder comparar los anuncios contiguos a esos programas.<\/p>\n<p>&nbsp;<\/p>\n<h3>Datos acad\u00e9micos de la tesis doctoral \u00ab<strong>Planned viewing and product involvement as program context moderators of advertising effectiveness<\/strong>\u00ab<\/h3>\n<ul>\n<li><strong>T\u00edtulo de la tesis:<\/strong>\u00a0 Planned viewing and product involvement as program context moderators of advertising effectiveness <\/li>\n<li><strong>Autor:<\/strong>\u00a0 I\u00f1aki Casaus Eguiguren <\/li>\n<li><strong>Universidad:<\/strong>\u00a0 Ram\u00f3n llull<\/li>\n<li><strong>Fecha de lectura de la tesis:<\/strong>\u00a0 08\/07\/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>M. Gal\u00ed Jospe<\/li>\n<\/ul>\n<\/li>\n<li><strong>Tribunal<\/strong>\n<ul>\n<li>Presidente del tribunal: carlo Mar\u00eda Gallucci calabrese <\/li>\n<li>Miguel Mar\u00edn Juan (vocal)<\/li>\n<li>Antonio Bernal (vocal)<\/li>\n<li>Antonio Seijo (vocal)<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Tesis doctoral de I\u00f1aki Casaus Eguiguren Esta disertaci\u00f3n trata sobre la influencia de dos variables del contexto de un programa [&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 center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"footnotes":""},"categories":[324,996,32959,19150,11212],"tags":[56632,56633,56630,56628,56629,56631],"class_list":["post-18223","post","type-post","status-publish","format-standard","hentry","category-psicologia","category-psicologia-social","category-ramon-llull","category-tecnicas-de-marketing","category-tecnicas-publicitarias","tag-antonio-bernal","tag-antonio-seijo","tag-carlo-maria-gallucci-calabrese","tag-inaki-casaus-eguiguren","tag-m-gali-jospe","tag-miguel-marin-juan"],"_links":{"self":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/posts\/18223","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/comments?post=18223"}],"version-history":[{"count":0,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/posts\/18223\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/media?parent=18223"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/categories?post=18223"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/tags?post=18223"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}