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El melodrama es un género que se ha manifestado en diversos medios a través de los años y que, en la actualidad, se le puede identificar en la ficción televisiva a través de diversos productos. Más allá de su éxito en Latinoamérica en un producto como las telenovelas, la importancia del melodrama televisivo también radica en su relación con la realidad social, pues éste toma elementos de la vida cotidiana para construir una realidad ficcional que puede brindar información sobre el entorno social en el que está inmersa. Así, el melodrama televisivo Conversando con la luna es un producto de ficción cuyos contenidos sociales construyen una realidad ficcional que al dialogar con nuestra realidad social nacional pone en agenda problemáticas sociales vigentes que pueden construir una imagen de nuestro país. Es justo este fenómeno el que se desea analizar en la presente investigación, ya que la relación entre realidad y ficción puede convertirse en un aporte al conocimiento social de nuestra sociedad peruana.

This master thesis deals with possibilities for addressing customers at point of sale. Its objective is to apply current theoretical approaches to the field of research in order to design a concrete solution for increase of communication effectiveness of dermo-cosmetics products at pharmacies.

Submitted by Adriana Alves Rodrigues (aalves@espm.br) on 2018-10-09T13:17:15Z No. of bitstreams: 1 MPCC - AMADEU NOGUEIRA DE PAULA PÓS-BANCA.pdf: 2959871 bytes, checksum: db8244204552cd74638fc99974651f32 (MD5) / Approved for entry into archive by Adriana Alves Rodrigues (aalves@espm.br) on 2018-10-09T13:21:19Z (GMT) No. of bitstreams: 1 MPCC - AMADEU NOGUEIRA DE PAULA PÓS-BANCA.pdf: 2959871 bytes, checksum: db8244204552cd74638fc99974651f32 (MD5) / Approved for entry into archive by Adriana Alves Rodrigues (aalves@espm.br) on 2018-10-09T13:54:52Z (GMT) No. of bitstreams: 1 MPCC - AMADEU NOGUEIRA DE PAULA PÓS-BANCA.pdf: 2959871 bytes, checksum: db8244204552cd74638fc99974651f32 (MD5) / Made available in DSpace on 2018-10-09T14:34:04Z (GMT). No. of bitstreams: 1 MPCC - AMADEU NOGUEIRA DE PAULA PÓS-BANCA.pdf: 2959871 bytes, checksum: db8244204552cd74638fc99974651f32 (MD5) Previous issue date: 2018-03-21 / This study presents an analysis of the general elements in the subtle or non-subtle testemonials represented by individuals hired by advertisers for the promotion of their brands in the mass media, specifically television. The historical definition of product placement had, at first, the clarification that the advertising message should be carried out subtly, incorporating itself in the content so that consumers did not perceive it; because if this perception happened, the tendency would be to reject the advertisement. This argument remained for some time, however a significant variable emerged in the context of women’s television programs, in which the brand presenter dialogues in a non-subtle way, endorsing the consumer experience, strengthening the narrative with lived stories of sucessful experiences. It is the materialization of the product in people’s lives, through entertainment and information, which is a reference for the viewers present in the audience of the program. The main objective of this research was to analyze the use of brands’ testemonials advertisement as a communication tool in women’s programs of open television presented in a non-subtle way by brand communicators, called merchandetes. Thus, the research focused on the analysis of the product placement – better known in Brazil as merchandising – in the television program Mulheres, from TV Gazeta, in São Paulo, setting up a case study in a women’s program broadcast in the afternoon. In addition, it was interviewed managers advertisers of frequent testemonials announcements, merchandetes of others women’s programs and a commnunication manager in social network. The investigation showed the importance and commercial strength of merchandising not only as part of the content of women’s programs, but also in relation to the others formats of advertising. The study emphasizes the importance of the endorsement carried out, either by the merchandete or the program’s TV host, as a fundamental tool to generate the immediate sales of the announced products in real time. The originality of this study consists in the understanding of the permanence in the context of the testimonial merchandising as an effective advertising format in Brazilian television from its origin, where the placement of products was made exclusively through the so-called “brand’s speakers”, who existed because of the transmissions performed exclusively live. The interviews revealed that all the participants in the commercial and artistic structure of the broadcaster that generates the women’s program seek to monetize the arguments and quality of the messages in order to effectively achieve the goals of their advertisers when the ads are broadcasted. This study also demonstrates technically, through audience data, investments and number of insertions, the intense presence of the testemonials advertisers broadcasting in the daytime, where are the greater participation of the investments and concentration of viewers conformed by the audience surveys predominate. / Este estudo apresenta uma análise dos elementos gerais dos testemunhais sutis ou não sutis representados por indivíduos contratados por anunciantes para a divulgação de suas marcas na mídia de massa, especificamente a televisiva. A definição histórica do product placement teve, no início, o esclarecimento de que a mensagem publicitária devia ser realizada de maneira sutil, incorporando-se ao conteúdo para que os consumidores não a percebessem; pois, caso isso ocorresse, a tendência seria de rejeição do anúncio. Permaneceu por algum tempo esse raciocínio, no entanto, surgiu uma variável significativa no contexto dos programas femininos de televisão, na qual o apresentador de marcas dialoga de forma não sutil, endossando a respeito da experiência de consumo, fortalecendo a narrativa com histórias vividas de experiências de sucesso. É a materialização do produto na vida das pessoas, através do entretenimento e da informação, que é referência para os telespectadores presentes na audiência do programa. O objetivo central desta pesquisa consistiu em analisar a utilização das marcas de anúncios testemunhais como ferramenta de comunicação em programas femininos da televisão aberta, apresentados de forma não sutil por comunicadores das marcas, chamados de merchandetes. Desse modo, a investigação centrou-se na análise do product placement – mais conhecido no Brasil como merchandising – no programa Mulheres, da TV Gazeta, de São Paulo, configurando um estudo de caso em um programa feminino transmitido no horário da tarde. Adicionalmente foram entrevistados gestores de anunciantes frequentes dos anúncios testemunhais, merchandetes de outros programasfemininos e uma gestora de comunicação em redes sociais. A investigação permitiu constatar a importância e a força comercial do merchandising não só como parte do conteúdo dos programas femininos, mas também em relação a outros formatos de veiculação. O estudo ressalta a importância do endosso realizado, seja pela merchandete ou pela âncora do programa, como ferramenta fundamental para gerar as vendas imediatas dos produtos anunciados em tempo real. A originalidade deste estudo consiste no entendimento da permanência do contexto do merchandising testemunhal como formato de anúncio eficiente na televisão brasileira desde a sua origem, onde a colocação de produtos era feita exclusivamente através das chamadas “garotas-propaganda”, que existiram em razão das transmissões serem realizadas exclusivamente ao vivo. As entrevistas revelaram que todos os participantes da estrutura comercial e artística da emissora geradora do programa feminino buscam rentabilizar argumentos e qualidade das mensagens para efetivamente alcançar objetivos de seus anunciantes no momento de transmissão dos anúncios. Este estudo evidencia ainda tecnicamente, através de dados de audiência, de investimentos e quantidade de inserções, a intensa presença dos anunciantes de testemunhais veiculando no horário diurno, onde predominam a maior participação dos investimentos e concentração de telespectadoras constatadas nas pesquisas de audiência.

by Chan Kam-hung, Andy. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1991. / Bibliography: leaf 69. / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / LIST OF FIGURES --- p.v / ACKNOWLEDGEMENTS --- p.vi / CHAPTER / Chapter I. --- INTRODUCTION --- p.1 / Chapter II. --- RETAIL INFORMATION SYSTEM --- p.3 / Key Components of Retail Information System --- p.4 / Techonological Trend for Retail Information System --- p.11 / Chapter III. --- RESEARCH OBJECTIVES / Fashion Retailing in Hong Kong --- p.14 / Defining Research Objectives --- p.15 / Chapter IV. --- METHODOLOGY --- p.16 / The Setting of Questionnaire --- p.17 / Conducting the Survey --- p.18 / Research Limitation --- p.19 / Chapter V. --- RESULTS AND ANALYSIS / Survey Responses --- p.20 / Analysis Techniques --- p.21 / Analysis of Company Background Information --- p.22 / Review of Current Status of Computerization --- p.23 / Assessment of Key Success Factors for Computerization and Implementation Priority --- p.25 / Application of Advanced Tools in Retailing --- p.26 / Analysis of Key Factors in Selecting Advanced Tools --- p.28 / Chapter VI. --- INTERPRETATION OF RESULTS / Current Utilization of Computerized Retail Information Systems and Advanced System Tools --- p.29 / Overall Utilization --- p.30 / Hardware --- p.32 / Application Systems --- p.32 / Advanced System Tools --- p.35 / Attitude Towards Future Computerization --- p.37 / Chapter VII. --- CONCLUSION AND RECOMMENDATION --- p.40 / APPENDICES --- p.44 / BIBLIOGRAPHY --- p.69

Made available in DSpace on 2016-04-29T13:17:59Z (GMT). No. of bitstreams: 1 Dissertacao Fabio Parucker.pdf: 908833 bytes, checksum: cade17bb9b7a9c18bedb34b88711ab46 (MD5) Previous issue date: 2006-05-29 / One of the most used Marketing tools for the influence of the consumers` choice is the point-of-purchase merchandising, whith which one attempts to dettach the product in an universe of very similar options. From the behavioral analytical point of view the point-of-purchase merchandising could be seen as a stimulus control in which subjects (consumers) respond (choose varied goods) diferentially in the presence or absence of the exteroceptive stimulus. To test this set of contingencies six experimental subjects were used, all of them adult, male, Wistar rats, experimentally naive at the beggining of the experiment. The bar pressure response was first modeled in all subjects. They were distributed into three groups. During the first part of the experiment, each group was trainned to respond in one bar and was exposed to multiple or mixed schedule of reinforcement in which VI were alternated with CRF as a function of an amount of reinforces obtained. Groups VsCn and VnCs were exposed to multiple schedules in which the stimulus (light) was associated with VI and CRF respectively, whilst group VnCn was exposed to a mixed schedule of reinforcement with no presentation of the stimulus. During second part of the experiment, all subjects were exposed to a reinforcement schedule conc VI VI to determine the base line of responding when two identical options of operanda were available to the subject. During this part of the experiment, the stimulus was not presented. During the third part of the experiment the reinforcement concurrent schedule was maintained and the stimululs were presented randomically over one of the bars to evaluate the control exerted over the pressing bar response. The results of groups VsCn and VnCs show that the stimulus has acquired certain control over the responding. Subject 85 responded more in the bar over which the stimulus was presented. This fact was not repeated by subject 86, whose responding was rather controlled by the position of the bar. The analysis of the control group (VnCn) data show that there has been a development of control by the stimulus only when it was presented over the bar which the subject demonstrated preference to during part 2 of the experiment. Group VnCs responded more on the Bar 1 in the post-presentation periods of the stimulus, suggesting that the control by past history with the stimulus was stablished, i.e., it was determining on the present responding of the subjects having been exposed to multiple schedules with the stimulus paired with CRF condition. The analysis of control group data (VnCn) shown that there has been a development of control by the stimulus during part 3 only when it was presented over the bar with which the subject developed a preference during part 2 / Uma das ferramentas mais utilizadas pelo Marketing para influenciar a escolha do consumidor é o merchandising no ponto de venda, em que se busca destacar o produto em um universo de escolhas muito parecidas entre si devido a um processo de populariazação das tecnologias produtivas. Do ponto de vista analítico-comportamental, o merchandising no ponto de venda pode ser considerado como uma produção de estímulo ao qual os sujeitos (consumidores) respondem (escolhem bens variados) diferencialmente na presença ou na ausência do estímulo exteroceptivo. Para testar esse arranjo de contingências foram utilizados seis sujeitos experimentais, ratos adultos da raça Wistar, ingênuos experimentalmente no início do experimento. A resposta de pressão à barra foi modelada em todos os sujeitos que foram distribuídos em três grupos. Na primeira fase do experimento, cada grupo foi, então, treinado a responder em uma barra e exposto a esquemas múltiplos ou mistos de reforçamento em que se alternavam VI e CRF em função de uma quantidade fixa de reforços obtidos. Os grupos VsCn e VnCs foram expostos a esquemas múltiplos em que houve o pareamento do estímulo luminoso com VI e com CRF respectivamente, enquanto o grupo VnCn foi exposto a um esquema de reforçamento misto em que se alternou o VI com CRF sem apresentação do estímulo luminoso. Na segunda fase do experimento, todos os sujeitos foram expostos a um esquema de reforçamento concorrente VI VI para se determinar a linha de base do responder quando duas opções idênticas de operanda estavam disponíveis ao sujeito. Nesta fase, o estímulo luminoso não foi apresentado. Na terceira fase, manteve-se o esquema de reforçamento conc VI VI e apresentou-se o estímulo luminoso aleatoriamente sobre uma ou outra barra durante períodos de dois minutos para avaliar quanto controle o estímulo estaria exercendo sobre a resposta de pressionar a barra. Os resultados do grupo VsCn mostram que o estímulo luminoso exerceu um certo controle sobre o responder dos sujeitos. O sujeito 85 respondeu mais na barra sobre a qual foi apresentado o estímulo luminoso, fato que não se repetiu com o sujeito 86, cujo responder foi mais controlado pela posição da barra. O grupo VnCs respondeu mais acentuadamente na Barra 1 nos períodos pós-apresentação do estímulo luminoso, sugerindo que houve o estabelecimento de controle por parte da história anterior do sujeitos com o estímulo luminoso, ou seja, terem sido treinados em esquema múltiplo, onde a condição de não luz foi pareada ao CRF foi determinante no responder atual dos sujeitos. A análise dos dados do grupo controle (VnCn) mostrou que houve o desenvolvimento de controle pelo estímulo luminoso apenas quando ele foi apresentado sobre a barra em que o sujeito demonstrou preferência na Fase 2 do experimento, ou seja, o controle do estímulo luminoso sobre o responder só foi exercido na Fase 3 quando a apresentação coincidiu com a barra pela qual o sujeito tinha demonstrado preferência na Fase 2

The diploma thesis concerns with the specifics of fashion industry and marketing of fashion brands, with a closer focus and attention on a Spanish clothing brand Zara.The purpose of this work is to offer the reader an overview of marketing methods and tools used by fashion brands to reach, get and keep customers and to specify the actual forms of marketing communication used by the renowned Zara. The goal of the thesis is to find out the awareness of these marketing tools among Czech customers, what they think of the brand itself and then provide suggestions to improve its existing image. The first part gives an overview of available theory on fashion industry and marketing, and it describes and characterises the marketing communication of Zara. The second part is based on own marketing research with the purpose of defining the activity of the brand in Czech environment and unveiling the marketing goals of Zara in the Czech Republic. The aim is to find out the impact of the brand on Czech consumers and whether its idea of own positioning corresponds with the outcome of the consumer reasearch.

El estudio tuvo como objetivo el análisis de distintas variables que se encuentran presentes tanto en el interior como exterior de los espacios físicos de un retail minorista que pueden guiar a los consumidores, dentro de una tienda, a modificar su proceso de compra. Para ello, se definió un conjunto de variables del visual merchandising a las que los clientes están expuestos como parte de una estrategia y táctica de marketing que los conlleven a tener o experimentar una intención de compra. Dichos componentes están relacionados al ambiente y diseño del espacio de compra. Por ello, se estudiaron variables como el color, iluminación, window display y diseño interno. Ante ello, se realizará un estudio cuantitativo a jóvenes mujeres que asisten a retailers minoristas de ropa femenina y compran constantemente. / The objective of the study was to analyze different variables that are present both inside and outside the physical spaces of a retail retailer that can guide consumers, within a store, to modify their purchase process. To do this, a set of visual merchandising variables was defined for customers who are exposed as part of a marketing strategy and tactic that lead to having or experiencing a purchase intention. These components are related to the environment and the design of the shopping space. Therefore, variables such as color, lighting, shop window and internal design were studied. Given this, a quantitative study will be carried out on young women who attend women's clothing retailers and shop constantly. / Trabajo de investigación

The purpose of this study was to develop a conceptual integrated online visual merchandising framework containing online visual merchandising themes that South African apparel e-tailers could use when developing an effective apparel e-store, with the main aim of possibly influencing consumer purchasing behaviour. The study adopted a consumer-centred response approach to online visual merchandising in an attempt to holistically consider this area of the South African e-tail industry from the consumer’s perspective. The study followed a pragmatic paradigm that implemented a mixed-method approach. The qualitative section of the mixed-method approach primarily comprised four focus group interviews as the main data-collection instrument. The data obtained during the qualitative section was analysed by Tesch’s inductive descriptive coding technique, better known as thematic analysis. The findings obtained during the qualitative section were used as the basis for the quantitative section of the mixed-method approach, which implemented a self-administered web-based questionnaire as the data-collection instrument. The data was analysed by means of the Statistical Package for Social Science (SPSS) version 23. The findings of the study delivered a conceptual integrated online visual merchandising framework that consists of 13 themes and 82 items. This conceptual integrated online visual merchandising framework will contribute to the South African apparel retail and e-tail industry, as both apparel brick-and-mortar retailers and apparel e-tailers in South Africa can benefit from using the conceptual integrated framework as a guideline. The value of the conceptual integrated framework lies in the fact that it includes consumers’ views regarding the online visual merchandising themes. Therefore, apparel e-tailers, as well as brick-and-mortar retailers that want to develop an e-store, or update an existing e-store, can use this conceptual integrated framework as a guideline to make their online offering as attractive as possible. This way involves the least possible online risks to ensure that online trust is created, and ultimately, that consumer purchasing behaviour has been influenced. / Business Management / D. Phil. (Management Studies)

Advertising, which is an important sales tool for brands to the masses, may produce lasting impressions of a company and its products. These impressions rely on a consistent message over time to maintain a brand's image. This study examines how Ralph Lauren's advertising images have changed from a country club lifestyle image to urban/hip. In addition, the study examines the increased use of nudity and sexual imagery in Lauren's advertising. The findings were obtained by content analyzing all Ralph Lauren advertisements appearing in Gentlemen's Quarterly magazine from 1980 to 2000 (N=283). The study finds that Ralph Lauren lifestyle images have become more urban/hip, and that Lauren's advertising is utilizing more nudity, sexual interaction, and homoerotic imagery. By examining Ralph Lauren's shifting brand image via its advertising, this study contributes to a greater understanding of the connection between advertising and a company's brand image.