{"id":66835,"date":"2008-11-09T00:00:00","date_gmt":"2008-11-09T00:00:00","guid":{"rendered":"https:\/\/www.deberes.net\/tesis\/sin-categoria\/publicidad-en-television-la-tarifa-y-la-negociacion-como-instrumentos-para-combatir-la-concentracion-de-spots\/"},"modified":"2008-11-09T00:00:00","modified_gmt":"2008-11-09T00:00:00","slug":"publicidad-en-television-la-tarifa-y-la-negociacion-como-instrumentos-para-combatir-la-concentracion-de-spots","status":"publish","type":"post","link":"https:\/\/www.deberes.net\/tesis\/sin-categoria\/publicidad-en-television-la-tarifa-y-la-negociacion-como-instrumentos-para-combatir-la-concentracion-de-spots\/","title":{"rendered":"Publicidad en televisi\u00f3n. la tarifa y la negociaci\u00f3n como instrumentos para combatir la concentraci\u00f3n de spots."},"content":{"rendered":"<h2>Tesis doctoral de <strong> Mar\u00eda  Angeles Gonzalez Lobo <\/strong><\/h2>\n<p>Null este trabajo analiza el volumen de la publicidad emitida en televisi\u00f3n. Para ello se han seleccionado:    \u00c2\u00bf los a\u00f1os 1994 y 2003 por delimitar un decenio muy estable en lo que a la televisi\u00f3n se refiere.   \u00c2\u00bf las principales cadenas nacionales gratuit as de este decenio, tanto p\u00fablicas (tve 1 y 2) como privadas (antena 3 y tele 5).  dentro de estos l\u00edmites, se ha analizado la audiencia, las tarifas, los costes por mil y la publicidad emitida.  el punto de partida de la investigaci\u00f3n es el desigual  reparto de la publicidad tanto a lo largo del a\u00f1o (estacionalidad) como en las distintas horas del d\u00eda. La investigaci\u00f3n parte de la hip\u00f3tesis de que las cadenas de televisi\u00f3n, teniendo en su mano una herramienta eficaz y p\u00fablica como es la tarifa p ara corregir esta desigualdad, han preferido utilizar otro mecanismo, tambi\u00e9n te\u00f3ricamente eficaz aunque clandestino, que es la negociaci\u00f3n.  el resultado despu\u00e9s de diez a\u00f1os ha sido el siguiente:    \u00c2\u00bf la estacionalidad ha cambiado de signo: la cont rataci\u00f3n publicitaria se incrementa en verano en lugar de descender, como suced\u00eda a comienzos de la d\u00e9cada estudiada.    \u00c2\u00bf la desigual distribuci\u00f3n de la publicidad a lo largo del d\u00eda se corrige s\u00f3lo en parte a costa de un incremento en el n\u00famero de spots, que casi se triplica.  aunque el sistema de contrataci\u00f3n por m\u00f3dulos figura en las tarifas, en la pr\u00e1ctica se utiliza como una herramienta de la negociaci\u00f3n.  acompa\u00f1an al texto 420 tablas num\u00e9ricas elaboradas por la doctoranda tomando como pu nto de partida la base de datos de tns (audiencias de televisi\u00f3n y publicidad emitida).<\/p>\n<p>&nbsp;<\/p>\n<h3>Datos acad\u00e9micos de la tesis doctoral \u00ab<strong>Publicidad en televisi\u00f3n. la tarifa y la negociaci\u00f3n como instrumentos para combatir la concentraci\u00f3n de spots.<\/strong>\u00ab<\/h3>\n<ul>\n<li><strong>T\u00edtulo de la tesis:<\/strong>\u00a0 Publicidad en televisi\u00f3n. la tarifa y la negociaci\u00f3n como instrumentos para combatir la concentraci\u00f3n de spots. <\/li>\n<li><strong>Autor:<\/strong>\u00a0 Mar\u00eda  Angeles Gonzalez Lobo <\/li>\n<li><strong>Universidad:<\/strong>\u00a0 Complutense de Madrid<\/li>\n<li><strong>Fecha de lectura de la tesis:<\/strong>\u00a0 11\/09\/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>Emilio Martinez Ramos<\/li>\n<\/ul>\n<\/li>\n<li><strong>Tribunal<\/strong>\n<ul>\n<li>Presidente del tribunal: Juan  Carlos (secretario) Marcos recio <\/li>\n<li>  (vocal)<\/li>\n<li>  (vocal)<\/li>\n<li>  (vocal)<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Tesis doctoral de Mar\u00eda Angeles Gonzalez Lobo Null este trabajo analiza el volumen de la publicidad emitida en televisi\u00f3n. Para [&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":[82,1],"tags":[26574,147211,147210],"class_list":["post-66835","post","type-post","status-publish","format-standard","hentry","category-ciencias-economicas","category-sin-categoria","tag-emilio-Martinez-ramos","tag-juan-carlos-secretario-marcos-recio","tag-maria-angeles-gonzalez-lobo"],"_links":{"self":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/posts\/66835","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=66835"}],"version-history":[{"count":0,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/posts\/66835\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/media?parent=66835"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/categories?post=66835"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/tags?post=66835"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}