Estrategia de intangibles en el medio televisivo
Keywords:
Strategy, Intangible values, Television, Identity, Advertising
Abstract
The new highly competitive TV ratings have positioned intangible values communication strategies at the very center of the TV channels’ marketing campaigns. Due to the homogeneity of the contents, it becomes necessary to add value to the television brands by means of managing intangible values so that they get a differentiated image. Broadcast companies, like any other, have decided to take care of their audiovisual aesthetics to capture their audience. Many of these companies are trying to stand out from their competence by offering to their audience new intangible values.Downloads
Download data is not yet available.
Article download
Crossmark
Published
2009-06-02
How to Cite
López Lita R. y González Oñate C. (2009). Estrategia de intangibles en el medio televisivo. Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias, 2(2), 159-170. https://revistas.ucm.es/index.php/PEPU/article/view/PEPU0808220159A
Issue
Section
Articles
License
In order to support the global exchange of knowledge, the journal Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias is allowing unrestricted access to its content as from its publication in this electronic edition, and as such it is an open-access journal. The originals published in this journal are the property of the Complutense University of Madrid and any reproduction thereof in full or in part must cite the source. All content is distributed under a Creative Commons Attribution 4.0 use and distribution licence (CC BY 4.0). This circumstance must be expressly stated in these terms where necessary. You can view the summary and the complete legal text of the licence.
