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Les jeunes et la consommation de publicité dans l’univers médiatique

Les jeunes et la consommation de publicité dans l’univers médiatique

João Ricardo Matta

82,98 €
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Editorial:
KS OmniScriptum Publishing
Año de edición:
2025
Materia
Ventas y marketing
ISBN:
9786202416702
82,98 €
IVA incluido
Disponible

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Sobre IBD

Cet ouvrage explore la manière dont les jeunes de la génération Y consomment les médias et interagissent avec la publicité, en tenant compte du contexte contemporain caractérisé par l’abondance et la prolifération de l’information partout. L’auteur a étudié la perception de ces jeunes à l’égard des différents outils de communication et de leurs stratégies, tels que le merchandising, le transmedia storytelling, la publicité multimédia, entre autres. Le livre aborde également des aspects curieux de thèmes tels que les histoires insérées dans les publicités, depuis l’époque de Monteiro Lobato, avec son personnage Jeca Tatu, créé pour le célèbre médicament Biotônico Fontoura, jusqu’à la publicité dans le monde numérique et l’omniprésence des médias.

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