{"id":34224,"date":"1998-01-01T00:00:00","date_gmt":"1998-01-01T00:00:00","guid":{"rendered":"https:\/\/www.deberes.net\/tesis\/sin-categoria\/planificacion-publicitaria-en-prensa-por-las-grandes-entidades-financieras-un-modelo-de-comunicacion-prospectivo\/"},"modified":"1998-01-01T00:00:00","modified_gmt":"1998-01-01T00:00:00","slug":"planificacion-publicitaria-en-prensa-por-las-grandes-entidades-financieras-un-modelo-de-comunicacion-prospectivo","status":"publish","type":"post","link":"https:\/\/www.deberes.net\/tesis\/ciencias-economicas\/planificacion-publicitaria-en-prensa-por-las-grandes-entidades-financieras-un-modelo-de-comunicacion-prospectivo\/","title":{"rendered":"Planificacion publicitaria en prensa por las grandes entidades financieras: un modelo de comunicacion prospectivo."},"content":{"rendered":"<h2>Tesis doctoral de <strong> Javier Diez Medrano <\/strong><\/h2>\n<p>Este trabajo analiza la planificaci\u00f3n publicitaria de la prensa por las entidades financieras en 1994 y en 1995, con dos objetivos: averiguar si se puede prever c\u00f3mo se anunciar\u00e1 un banco y verificar la validez de un modelo pensado para detectar sus pautas de comportamiento.  inspir\u00e1ndose en los modelos de predicci\u00f3n en las ciencias sociales, se sugiere que un seguimiento de su planificaci\u00f3n permite prever lo que los bancos anunciar\u00e1n en el futuro si, metodol\u00f3gicamente, se aplica un an\u00e1lisis multivariable, partiendo de la recopilaci\u00f3n de todos sus anuncios y si se buscan relaciones causales entre su planificaci\u00f3n y su entorno socioecon\u00f3mico.  se ha tenido en cuenta la pretensi\u00f3n prospectiva del investigador, as\u00ed como la limitaci\u00f3n que supone acceder a una informaci\u00f3n que los bancos no proporcionan habitualmente, dado su car\u00e1cter confidencial.  los resultados han permitido verificar la viabilidad parcial de los objetivos propuestos, cuestionando metodol\u00f3gicamente las actuales estrategias de comunicaci\u00f3n financiera en prensa y planteando sociol\u00f3gicamente la necesidad de redefinirlas desde el punto de vista de su audiencia. Se confirma la existencia de un comportamiento muy rutinario en los actores que intervienen en el proceso de planificaci\u00f3n, cuya influencia es superior a la ejercida por otras variables menos controlables como el entorno socioecon\u00f3mico, facilitando as\u00ed la aplicaci\u00f3n del modelo propuesto.<\/p>\n<p>&nbsp;<\/p>\n<h3>Datos acad\u00e9micos de la tesis doctoral \u00ab<strong>Planificacion publicitaria en prensa por las grandes entidades financieras: un modelo de comunicacion prospectivo.<\/strong>\u00ab<\/h3>\n<ul>\n<li><strong>T\u00edtulo de la tesis:<\/strong>\u00a0 Planificacion publicitaria en prensa por las grandes entidades financieras: un modelo de comunicacion prospectivo. <\/li>\n<li><strong>Autor:<\/strong>\u00a0 Javier Diez Medrano <\/li>\n<li><strong>Universidad:<\/strong>\u00a0 Complutense de Madrid<\/li>\n<li><strong>Fecha de lectura de la tesis:<\/strong>\u00a0 01\/01\/1998<\/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>Juan Benavides Delgado<\/li>\n<\/ul>\n<\/li>\n<li><strong>Tribunal<\/strong>\n<ul>\n<li>Presidente del tribunal:  Fernandez Del Moral Alfonso Javier <\/li>\n<li>Miguel De Aguilera Moyano (vocal)<\/li>\n<li>Carlos Guerrero Ser\u00f3n (vocal)<\/li>\n<li>Juan  Del Pino Artacho (vocal)<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Tesis doctoral de Javier Diez Medrano Este trabajo analiza la planificaci\u00f3n publicitaria de la prensa por las entidades financieras en [&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":[838,82,4840,1302,4841,4827],"tags":[55556,5054,92560,5803,7488,5319],"class_list":["post-34224","post","type-post","status-publish","format-standard","hentry","category-ciencia-politica","category-ciencias-economicas","category-opinion-publica","category-organizacion-y-gestion-de-empresas","category-prensa","category-publicidad","tag-carlos-guerrero-seron","tag-fernandez-del-moral-alfonso-javier","tag-javier-diez-medrano","tag-juan-benavides-delgado","tag-juan-del-pino-artacho","tag-miguel-de-aguilera-moyano"],"_links":{"self":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/posts\/34224","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=34224"}],"version-history":[{"count":0,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/posts\/34224\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/media?parent=34224"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/categories?post=34224"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/tags?post=34224"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}