ANÁLISIS DEL PRODUCT PLACEMENT EN PRODUCCIONES AUDIOVISUALES NACIONALES DE MINISERIES ECUATORIANAS DESDE 2012 AL 2016.
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Fecha
2017-08
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UNIVERSIDAD DE GUAYAQUIL
Resumen
En la actualidad, en el área de la producción audiovisual nacional no existe una guía
para la implementación del “Product Placement” mucho menos en cuanto a promoción,
manejo de imagen, presentación, comportamiento, sistema de planeación de negocio
integral de la producción, o gestiones para la administración de estándares de calidad
global que tienen gran valor en mercado internacional ya que garantiza alcances
exitosos en cada una de las actividades operativas que se realizan.
Los medios de comunicación de masas son canales de comunicación, a través de los
cuales fluyen mensajes que han sido creados por unos pocos para que los reciban
muchos. El adulto medio dedica 75 horas semanales de media a la televisión, radio,
periódicos y revistas. Esta cifra indica la saturación a la que estamos sometidos cuando
tenemos puesta la televisión o la radio, mientras desarrollamos una tarea en el hogar o
en el trabajo, etc. En el Ecuador no existe un estudio del product placement, es por ello
que en el presente trabajo de investigación se presenta un Análisis del product
placement en producciones audiovisuales nacionales de miniseries ecuatorianas desde
2012 al 2016.
At present, in the area of national audiovisual production there is no guide for the implementation of the Product Placement, much less in terms of promotion, image management, presentation, behavior, system of integral production business planning, or Management for the management of global quality standards that have great value in the international market as it guarantees successful achievements in each of the operational activities that are carried out. The mass media are channels of communication, through which messages flow that have been created by a few to receive many. The average adult spends 75 hours a week on TV, radio, newspapers and magazines. This figure indicates the saturation to which we are subjected when we have the television or the radio, while we develop a task at home or at work, etc. In Ecuador, there is no product placement study, which is why the present research work presents a product placement analysis in national audiovisual productions of Ecuadorian miniseries from 2012 to 2016.
At present, in the area of national audiovisual production there is no guide for the implementation of the Product Placement, much less in terms of promotion, image management, presentation, behavior, system of integral production business planning, or Management for the management of global quality standards that have great value in the international market as it guarantees successful achievements in each of the operational activities that are carried out. The mass media are channels of communication, through which messages flow that have been created by a few to receive many. The average adult spends 75 hours a week on TV, radio, newspapers and magazines. This figure indicates the saturation to which we are subjected when we have the television or the radio, while we develop a task at home or at work, etc. In Ecuador, there is no product placement study, which is why the present research work presents a product placement analysis in national audiovisual productions of Ecuadorian miniseries from 2012 to 2016.
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Palabras clave
PRODUCT PLACEMENT, PRODUCCIONES AUDIOVISUALES, MINISERIES, MEDIOS, TELEVISIÓN, ÉXITOS
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APA