{"id":62857,"date":"2008-11-02T00:00:00","date_gmt":"2008-11-02T00:00:00","guid":{"rendered":"https:\/\/www.deberes.net\/tesis\/sin-categoria\/la-publicidad-en-periodos-electronicos-creacion-y-evaluacion-de-un-modelo-de-eficacia\/"},"modified":"2008-11-02T00:00:00","modified_gmt":"2008-11-02T00:00:00","slug":"la-publicidad-en-periodos-electronicos-creacion-y-evaluacion-de-un-modelo-de-eficacia","status":"publish","type":"post","link":"https:\/\/www.deberes.net\/tesis\/sin-categoria\/la-publicidad-en-periodos-electronicos-creacion-y-evaluacion-de-un-modelo-de-eficacia\/","title":{"rendered":"La publicidad en periodos electr\u00f3nicos: creaci\u00f3n y evaluaci\u00f3n de un modelo de eficacia."},"content":{"rendered":"<h2>Tesis doctoral de <strong> Natalia Abu\u00edn Vences <\/strong><\/h2>\n<p>El presente trabajo propone un modelo de publicidad en prensa online que eleva los niveles de eficacia que actualmente presentan los diferentes formatos publicitarios en estos medios. el modelo ha sido verificado emp\u00edricamente a trav\u00e9s de diferentes t\u00e9cnicas de investigaci\u00f3n: an\u00e1lisis de contenido de m\u00e1s de quinientos formatos publicitarios aparecidos en diversos peri\u00f3dicos electr\u00f3nicos, entrevistas en profundidad a lectores, focus group y un experimento de campo. La aplicaci\u00f3n de estas t\u00e9cnicas ha permitido verificar que el modelo propuesto eleva el recuerdo de marca y la intenci\u00f3n de compra generados por los formatos publicitarios propios de la prensa online.<\/p>\n<p>&nbsp;<\/p>\n<h3>Datos acad\u00e9micos de la tesis doctoral \u00ab<strong>La publicidad en periodos electr\u00f3nicos: creaci\u00f3n y evaluaci\u00f3n de un modelo de eficacia.<\/strong>\u00ab<\/h3>\n<ul>\n<li><strong>T\u00edtulo de la tesis:<\/strong>\u00a0 La publicidad en periodos electr\u00f3nicos: creaci\u00f3n y evaluaci\u00f3n de un modelo de eficacia. <\/li>\n<li><strong>Autor:<\/strong>\u00a0 Natalia Abu\u00edn Vences <\/li>\n<li><strong>Universidad:<\/strong>\u00a0 Complutense de Madrid<\/li>\n<li><strong>Fecha de lectura de la tesis:<\/strong>\u00a0 11\/02\/2008<\/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>Ubaldo Cuesta Cambra<\/li>\n<\/ul>\n<\/li>\n<li><strong>Tribunal<\/strong>\n<ul>\n<li>Presidente del tribunal: Emilio Carlos Garc\u00eda fern\u00e1ndez <\/li>\n<li>Jos\u00e9 Antonio Garc\u00eda del castillo rodr\u00edguez (vocal)<\/li>\n<li>Rafael L\u00f3pez lita (vocal)<\/li>\n<li>Miguel Ba\u00f1os gonzalez (vocal)<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Tesis doctoral de Natalia Abu\u00edn Vences El presente trabajo propone un modelo de publicidad en prensa online que eleva los [&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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