{"id":42295,"date":"1999-01-01T00:00:00","date_gmt":"1999-01-01T00:00:00","guid":{"rendered":"https:\/\/www.deberes.net\/tesis\/sin-categoria\/gestion-publicitaria-en-la-empresa-de-radio\/"},"modified":"1999-01-01T00:00:00","modified_gmt":"1999-01-01T00:00:00","slug":"gestion-publicitaria-en-la-empresa-de-radio","status":"publish","type":"post","link":"https:\/\/www.deberes.net\/tesis\/ciencias-economicas\/gestion-publicitaria-en-la-empresa-de-radio\/","title":{"rendered":"Gestion publicitaria en la empresa de radio."},"content":{"rendered":"<h2>Tesis doctoral de <strong> Antonio Virgili Rodriguez <\/strong><\/h2>\n<p>El m\u00e9todo utilizado en este estudio es inductivo, cualitativo e hist\u00f3rico. La entrevista personal con directivos de emisoras comerciales y p\u00fablicas en estados unidos y espa\u00f1a se toma como fuente primaria.  fijado el prop\u00f3sito del estudio y establecido el estado de la cuesti\u00f3n, se examina los comienzos de la gesti\u00f3n publicitaria en radio (segunda y tercera dec\u00e1da de este siglo). La estructura del mercado radiof\u00f3nico (propiedad de emisoras p\u00fablicas y comerciales, programaci\u00f3n, audiencia y anunciantes) se analiza con objeto de comprender el \u00e1mbito propio de la gesti\u00f3n publicitaria en radio. El siguiente paso es examinar la organizaci\u00f3n del departamento comercial, y para ello se establecen tres criterios que pueden facilitar la organizaci\u00f3n estrat\u00e9gica de la gesti\u00f3n publicitaria en radio: a) qui\u00e9n gestiona la publicidad, b) c\u00f3mo se gestiona, y c) a qui\u00e9n se gestiona las inversiones publicitarias.  el \u00faltimo cap\u00edtulo trata sobre las estrategias en la gesti\u00f3n publicitaria en la empresa de radio. La oferta de difusi\u00f3n publicitaria es entendida bajo tres perspectivas: a) tiempo (tanto de escucha por parte de la audiencia como de emisi\u00f3n por parte de la emisora); b) relaci\u00f3n comercial (la publicidad radiof\u00f3nica es un servicio, y como tal se ve influida por la comunicaci\u00f3n personal), y c) el mensaje publicitaria (materializa el servicio publicitario prestado por la empresa de radio). Hay dos estrategias predominantes en la gesti\u00f3n publicitaria en radio: gesti\u00f3n venta y gesti\u00f3n beneficio. La primera adopta como objetivo prioritario el aumento de cuota de mercado, la gesti\u00f3n beneficio tambi\u00e9n persigue aumentar el ingreso, pero presta especial cuidado en c\u00f3mo se obtiene. Integridad de tarifas, tipo de venta personal, tipo de contrato y tipo de anunciante diferencian estos dos tipos de gesti\u00f3n.<\/p>\n<p>&nbsp;<\/p>\n<h3>Datos acad\u00e9micos de la tesis doctoral \u00ab<strong>Gestion publicitaria en la empresa de radio.<\/strong>\u00ab<\/h3>\n<ul>\n<li><strong>T\u00edtulo de la tesis:<\/strong>\u00a0 Gestion publicitaria en la empresa de radio. <\/li>\n<li><strong>Autor:<\/strong>\u00a0 Antonio Virgili Rodriguez <\/li>\n<li><strong>Universidad:<\/strong>\u00a0 Navarra<\/li>\n<li><strong>Fecha de lectura de la tesis:<\/strong>\u00a0 01\/01\/1999<\/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>Alfonso Nieto Tamargo<\/li>\n<\/ul>\n<\/li>\n<li><strong>Tribunal<\/strong>\n<ul>\n<li>Presidente del tribunal: Mar\u00eda no Cebrian herreros <\/li>\n<li> Marti i marti josep m. (vocal)<\/li>\n<li>angel Faus belau (vocal)<\/li>\n<li>alfonso Mar\u00eda S\u00e1nchez-tabernero s\u00e1nchez (vocal)<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Tesis doctoral de Antonio Virgili Rodriguez El m\u00e9todo utilizado en este estudio es inductivo, cualitativo e hist\u00f3rico. La entrevista personal [&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":[838,82,5051,17749,4840,1302,324,996,4827,11212],"tags":[17928,17792,18259,106455,4909,106456],"class_list":["post-42295","post","type-post","status-publish","format-standard","hentry","category-ciencia-politica","category-ciencias-economicas","category-medios-de-comunicacion-de-masas","category-navarra","category-opinion-publica","category-organizacion-y-gestion-de-empresas","category-psicologia","category-psicologia-social","category-publicidad","category-tecnicas-publicitarias","tag-alfonso-maria-sanchez-tabernero-sanchez","tag-alfonso-nieto-tamargo","tag-angel-faus-belau","tag-antonio-virgili-rodriguez","tag-maria-no-cebrian-herreros","tag-marti-i-marti-josep-m"],"_links":{"self":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/posts\/42295","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=42295"}],"version-history":[{"count":0,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/posts\/42295\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/media?parent=42295"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/categories?post=42295"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/tags?post=42295"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}