m luisa garcia-guardia

The impact of luxury brands on fashion in general
and on society requires a detailed study in the
constant search to understand how experience
influences the act of buying. With new marketing
strategies and the rise of flagship stores the
customer of luxury fashion brands requires personal
attention levels much higher than those provided in
other areas.
This research seeks to deepen the aspects that
influence the customer experience in luxury
fashion brands stores to establish tools that help
to formulate new strategies and tactics that help
enrich the experience and contribute to the best
perception of the brand and of the product.

¿Cuáles son actualmente los principales retos a los que se enfrentan las empresas de moda?

El mundo de la moda se encuentra en continua evolución. Los cambios estructurales que se derivan de estos nuevos escenarios demandan un nuevo profesional, con un conocimiento transversal y altamente especializado que debe dar respuesta a este nuevo nicho de mercado.

Estamos ante una industria potente y dinamizadora de la economía con una creciente aportación de valor al producto interior bruto, y algunas empresas del sector han realizado una labor de internacionalización con resultados tan impresionantes que se consideran materia de estudio de las universidades más prestigiosas.

La recuperación de la economía española, unida a una mayor apertura de las empresas familiares de esta industria a dar entrada a inversores externos están transformando el sector, dibujando escenarios más parecidos al francés y al italiano, que ya vivieron estos procesos en el pasado.

La inyección de capital viene acompañada de nuevas formas de gestión, nuevos puntos de vista en los consejos de administración y un formato de aprendizaje acelerado para nuestros emprendedores, jóvenes profesionales con talento que valoran más el mundo de oportunidades que se abre ante la compañía que la pérdida de control absoluto sobre su idea.

La moda constituye una de las principales señas de identidad de España a nivel internacional. La creatividad de los diseñadores, su capacidad de innovación y competitividad, y su alto nivel de calidad, la han convertido en un referente y en objeto de deseo de los amantes de la moda en todo el mundo.

Estamos ante una industria potente y dinamizadora de la economía con una creciente aportación de valor al Producto Interior Bruto, y algunas empresas del sector han realizado una labor de internacionalización con resultados tan impresionantes, que se consideran materia de estudio de las universidades más prestigiosas. La recuperación de la economía española unida a una mayor apertura de las empresas familiares de esta industria a dar entrada a inversores externos están transformando el sector, dibujando escenarios más parecidos al francés y al italiano, que ya vivieron estos procesos en el pasado.

The cell phone has become a means of
finding persuasive content, making
friends and accessing information. For
this reason it is of great interest in
analyzing is use by young people during
their formative years. Regarding this
point, the objectives of the research are:
to obtain percentage data on the
distraction call phones cause among
students; to define their habits re fun
activities and their study responsibility in
their personal and academic lives; and to
identify leisure-expressive and referential
trends. It was decided to analyze the
Spanish discourse found on Twitter. To do
so, a quantitative and qualitative
methodology was used, with a linguistic
pattern extraction tool which allows us to
obtain categories of meaning. The sample
was 10,000 tweets in Spanish, with key
words such as “cell” and “study” and all
possible derivatives. The data were
gathered between 30 May and the 6 June
2014, which coincides with the start of
the exam period in Spain. Finally, the
potential applications of the research to
the specific field of publicity and
advertising is discussed as a possible
solution to the current needs of the
brands, which have to find participative
formats taking into account the students’
leisure trends.

A high percentage of students consider the cell phone to be an integral means of communication in their study habits, although many of them believe it to be a distraction. The symbolic dimension of this new means of communication must, firstly, be studied because of its influence on the recreational-expressive and referential roles of the students (García-Galera & Monferrer-Tomás, 2009) and, secondly, because of the responsibility of societal actors on this issue.
The cell phone has become a means to obtain persuasive contents, to establish social relationships and to gain access to sources of information, in a time/space combined action. Therefore, an analysis of the use of the cell phone by young people during their leisure and study time is of the greatest interest. Moreover, such knowledge should have potential applications in the area of brand communications, and is linked to the new forms of implicative advertising which appear within the trend towards branded content.
The objectives of this research, carried out in collaboration with Sentisis-Tuenti Móvil, may be explained as:
1. To find percentage data on the distraction implied in the use of the cell phone by Spanish students.
2. To define their cell phone habits with reference to recreational aspects and study responsibility in their personal and academic lives.
3. To identify the recreational-expressive and referential trends in this group’s use of these devices.
In order to achieve these objectives, we decided to analyze the Spanish discourse expressed on Twitter by people under the age of 35. Therefore, we have used a quantitative and qualitative methodology based on the use of a tool for the extraction of linguistic patterns which allow us to obtain categories of meaning in accordance with said patterns. The study has been carried out on a total sample of 10,000 Twitter messages in Spanish, originating from profiles of Spaniards under the age of 35, which included, as key words, the terms “mobile” and “study” in all their possible derivations. The data were gathered between 30 May and 6 June 2014, which coincides with the beginning of the exam period in order to make use of the importance the students give to their conscientiousness when studying at, what is for them, the most important moment to do so.
Finally, an interpretation of the results has been developed in order to draw up the potential applications of the research to the specific field of persuasive brand communications. These applications are proposed as a potential solution to the current needs of several brands, which have to find participative formats taking into account the recreational perspectives of the students, who are the essential public objective of some of their products and/or services.

We examined the structure of personal life values as a representation of underlying motivation, in a Spanish sample of children and adolescents 12 - 16 years old. In general, results showed that youth put higher priority on intrinsic life goals (meaningful relationships, being physically healthy, self-acceptance) than extrinsic life goals (image, money, power). Gender differences were found in specific life goals. When comparing our results with another longitudinal American study using the same instrument and methodology, we found similar results, although Spanish youth value priorities goals related to support rather than striving as in American adolescents. Cultural and age trend in life priorities are discussed.  En este estudio exploramos la motivación subyacente a través de la estructura de valores personales, en una muestra española de niños y adolescentes de 12 a 16 años de edad. En general, los resultados muestran que los jóvenes españoles de este estudio otorgan una prioridad más alta a las metas intrínsecas (relaciones interpersonales significativas, salud física, auto-aceptación) que extrínsecas (imagen, dinero, poder). También encontramos diferencias de género en determinadas metas personales. Los resultados de este estudio son similares con los ya obtenidos en un estudio longitudinal de población adolescente norteamericana, utilizando el mismo instrumento de medida y metodología. La estructura de valores de los jóvenes españoles estudiados presenta diferencias que estriban principalmente, en dar una mayor prioridad a metas relacionadas con tener apoyo en vez de metas relacionadas con esfuerzo o logro en comparación con los jóvenes norteamericanos. Se analiza la influencia cultural y de edad en la elección de las metas prioritarias de vida.

The pay television industry in Spain since its appearance in the late 70’s is in constant transformation. Three factors have allowed this continual evolution: a. the digitization of television, b. legislation on the use and powers of these new services, c. the possibility of new forms of business that allowed the use of Internet and especially the use of broadband will create a new form of audiovisual consumption: the video online. Online video today becomes a new business paradigm. Its consumption is the fastest growing in the country at a time, which constitutes a threat to a sector, such as pay TV needs again redefinitions in its content offerings and consumption, causing it to threaten to become a business opportunity. This research takes a historical transformation and evolution of Pay TV in Spain until the rise of online video bearing in mind how they have impacted the technologies, laws and economic conglomerates

The emergence of ICT has introduced changes in the evolution and development of the commer- cial distribution, characterized by changes that make more complex the reality of this sector. The target is to investigate the role of ICT in the continuity of the small independent trade and the impact it has on increasing its anual profits. Through the analysis of the results of the central statistical measures and Mann-Whitney test, confirming the influence of Web 2.0 on communications in commercial distri- bution environment.

This article emerges from the interest that has provoked us the development of the Social Corporate Responsibility, in companies, like a strategy for the get a positive and stable image. In the develop- ment of this analysis, we have focused on the multinational Coca Cola, because, this company, has been constituted as international reference in terms of corporate image. of limiting, to interpret and shed light on this important pheno- menon of our day.

Este artículo se sustenta en una investigación cuyo tema gira en torno a la figura del Planner o Planificador Estratégico (1) como un profesional esencial en el ámbito del anunciante, la agencia de publicidad y la empresa de medios. La figura del Planner o Planificador Estra- tégico constituye un adelanto en la estructura de todas las empresas de publicidad, dado
que su actuación no sólo es determinante en la gene- ración de los contenidos publicitarios, además es un representante del consumidor en la agencia que inter- viene en el desarrollo estratégico y en el proceso cre- ativo, capacidades esenciales en un mercado cada día más complejo, donde el consumidor es el centro en torno al cual gira la comunicación persuasiva.
Esta figura, en el buen desarrollo de sus funciones, garantiza una publicidad eficaz, al determinar un trabajo orientado a la creatividad y una estudiada estrategia, razón que fundamenta la investigación aplicada de la que surge el presente artículo.
El Planner se convierte, pues, en el objeto de estudio de la investigación que aquí se detalla, cuya preten- sión es dilucidar y determinar con exactitud algunas de las actividades, competencias y relaciones que corresponden a este profesional en el entorno de la empresa publicitaria, con el fin de ayudar a mejorar la Planificación Estratégica en las estructuras publicitarias españolas, implantando esta figura (aquí todavía
emergente), como se ha venido haciendo, desde hace décadas, en otros países.
La investigación parte de la consideración del Planner como un sujeto que participa de manera relevante en la elaboración de la Planificación Estratégica de la Comunicación persuasiva, con el fin de profundizar en un conocimiento más científico que intuitivo sobre el papel de esta figura en la Agencia de Publicidad, los Medios y los Anunciantes, y con la finalidad de perfilar el modo de optimizar la figura del Planner en el funcionamiento de las estructuras publicitarias.

Persuasive communication finds a means to develop effective strategies based on  the potential of new technologies in the mobile terminal. It is an interactive media  that provides a very detailed user information and therefore, offers very accurate  taste-related content. Getting to know the advertising means and contents in the mobile terminal is the way to understand the new methods advertising is adopting  in the digital era, an era that is being shaped by new technologies. This article is based on an applied study on mobile communication, and the building of interactive and persuasive content, as well as on the consumption of advertising that a specific target, in this case, digital natives, have.

Después de navegar  mucho en la red, llama la atención la similitud en el diseño de un gran número de páginas web. Frente a este hecho habría que plantearse dos cuestiones: ¿Qué es más importante, destacar en la red por tener un diseño innovador o la calidad del contenido de una website1? La respuesta lógica es ambas. Sin embargo, la cuestión es que hablamos de un soporte donde cualquiera que tenga unos conocimientos que están al alcance de muchas personas, puede realizar una página web y situarla en un servidor.2 Al tomar contacto con la producción de las páginas, se detectan unas posibles rutinas prácticas en la creación de dichas páginas y que se manifiestan especialmente en el diseño de los interfaces. Con independencia de los estilemas3 existentes en la producción multimedia, existe un gran parecido en la arquitectura visual-informativa de las páginas. Se puede preguntar si existe un posible modelo y  como consecuencia una duda científica razonable: el gran parecido en el diseño del interface de la mayor parte de las páginas web.

This article is part of the research that gruposocmedia (www.gruposocmedia.es) is developed over several years on Digital Natives and their relationship to new technologies. The research focuses on how young people construct social reality through services and open digital content. This article describes the implementation of knowledge from the group research to practical classes in the university during the academic year 2009-2010. Attempting to transfer the knowledge acquired in research classes at the School of Information Sciences at the Complutense University.

The digitization of the museum is a fact more and more present and more implemented and the possibilities of interactivity that allows the scanning emphasize communication capacities of traditional physical museum, allowing a major approximation to the user the work of art and making possible new forms of cultural interaction. Google Earth's Spanish delegation presented earlier this year a high- resolution scanning of 14 major works from the Prado Museum. This partnership between a on line platform of the most important internationally and one of the most important museums in our country, has not only allowed to implement new cultural interactions between the museum and visitor, but provided a new perspective to the work of art, making possible to experts and curious the viewed one more exhaus- tive and detailed of the same one.

In the heart of the discussion and current practices is the hypothesis about communi- cation in two levels: opinion leaders and the so-called followers. In the area of persuasive communication, the importance of this kind of dual communication when evaluating the effects on the consumer’s decision, is accepted. The so-called bloggers have turned into a tool for a new communication worth to be studied, considering its relevance in the communi- cation field, and more specifically, its power to construct or modify both the brand image, and the business world interactions.

The mobile marketing has become in the last years an important advertising ins- trument in the field of persuasive communications and in the communication stra- tegies of the organizations. This development would not have been possible without the rapid evolution of technology, and in particular mobile terminals. However, if the technology is an essential element in the development of social media, it is no less the evolution of its contents. Creativity can be understood as the expressive manifes- tation and the format the technology reason, being difficult to justify one without the other in the context of the current persuasive communication (Arroyo,2004). This article aims to demonstrate the scientific importance of expressive compo- nent, directly dependent on the existence of a mobile terminal that redefines the human-machine relationship in persuasive communication.

The emergence of ICT has introduced changes in the evolution and development of the commer- cial distribution, characterized by changes that make more complex the reality of this sector. The target is to investigate the role of ICT in the continuity of the small independent trade and the impact it has on increasing its anual profits. Through the analysis of the results of the central statistical measures and Mann-Whitney test, confirming the influence of Web 2.0 on communications in commercial distri- bution environment

El llamado “cine independiente” y la narrativa hipermedia comparten un espacio común desde el origen
de su nacimiento, basado fundamentalmente en un paradigma propio de carácter vital.
Se produce una admiración por valores contemporáneos, que desde un punto de vista social, son
venerados como ídolos por los sujetos de forma individual y colectiva.

We consider the competence Results Achievement:  Results Orientation is basic in nowadays society and, provided that identification as a talent factor is produced within the educational environment, proper mechanisms in order to develop and empower this competence among youngsters can be established. In this sense, a direct impact is placed in the labour environment, and therefore a productive and economic impact. 
It this therefore unavoidable to count with instruments and evaluation models in a sound way. We consider the constancy ability is a core component of the competence Results Achievement: Results Orientation and in this line, the investigation works that we are involved in is aimed.

The commercial distribution as an important part of the economic sector in a country can be found within a surrounding which is ever changing, and also more and more sophisticated and complex, not only in the Spanish market but also in the international market. 
Since the beginning of the European Union, the amount of commercial transactions has increased year after year resulting in the multinational businesses being more present every day in the Spanish market and the commercial relations of national businesses overseas becoming multinational ones as no geographical barriers exist.

The objective of this research project is to analyze the impact of online video on the pay television industrie of Spain and the United States, from the perspective of the growth on the quantity and variety of audiovisual contents and formats available, and accessible through different platforms and devices (PC’s and tablets, DVR’s, mobile phones, video game consoles, DVD/Blu-Ray players, set- top-boxes, etc.) This multiplicity of contents and platforms has resulted in an atomization and fragmentation of audiovisual consumption, making it harder to fidelize audiences. 
The common denominator of this new audiovisual scenario is the Internet, as through the net users connect and access their favourite contents, when they want, and how they want, and where online video is the new paradigm of audiovisual content consumption on demand.  Online video represents a threat to the pay television industry, but at the same time it is an opportunity to reinvent itself and to grow.

The theme for this thesis comes from the Digital and Interactive Marketing boom and
its application to ICT, concepts and tools stimulating both academic and business
interests on an investigation level.  We can obtain consumer information directly and
therefore have an influence on purchase behaviour or possibly act as a prescriber. 
As well as moving a step forward in consumer segmentation applying the
“consumption occasions” and “purchase decision making” concept. 
In summary, ICT opens a new market for dynamic, interactive and promotional
marketing. 
The need for brands to reach consumers, everyday more and more dispersed in
mass advertising media, has lead to new communication and information tools,
capable of  segmenting messages, measuring and scoring audience attention span
and reach/make contact with the consumer where and when they make their
purchase decision more effectively. 
Given the current economic environment combined with intense competition any
investment in advertising by manufacturers is subject to more profitability controls, a
need for short term results and at the same time measurable, two characteristic of
promotional activity. Our experience and information published by different companies, manufacturers,
promotional and advertising agencies, confirms that the investment by large
companies in sales promotions in comparison to investment in advertising is growing,
a ranking of 60/40.  In other words a lot of brands spend more on design and
implementation of the different promotions than what they invest in advertising. 
Taking into consideration ICT development and how it easily interacts directly with
the consumer, this reflects the importance, which up to now has been taken for
granted or discovered through other alternative methods (surveys) with little
repercussion, of finding out what our consumer is interested in. 
The objective of this project is to provide an integral picture of the impact of
technology in the communication and information of promotional events to optimize
and measure, as well as consumer’s evaluation.