A New Paradigm: Advertising as Service

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This is my work of scientific iniciation about my research in the field of the impact of digital advertising.

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A New Paradigm: Advertising as Service

  1. 1. ADVERTISING AS SERVICE THE IMPACT OF DIGITAL ADVERTISING IN THE USER EXPERIENCE IBRAHIM CESAR @ibrahimcesar
  2. 2. WHY? IBRAHIM CESAR @ibrahimcesarPROBLEMS ENGAGING THE ATTENTION OF MEN CHANGE, AND THEY CHANGE NOT A RANDOM BUT LARGELY IN ACCORD WITHTHE ALTERING DEMANDS OF SOCIETY AND ECONOMY. (LAZARSFELD e MERTON, p. 109, 2000)
  3. 3. OBJECTIVEUNDERSTAND THE IMPACT OF DIGITAL IBRAHIM CESARADVERTISING IN THE USER EXPERIENCE: @ibrahimcesarCONTEXTIMPRESSIONSOPINIONSWHERE WE ARE?WHERE WE ARE GOING?
  4. 4. ONCE YOU HAD DATA, YOUCOULD BUILD THEORIES. ONCE ALBERT- LÁSZLÓYOU HAD THEORIES, YOU HAVE BARABÁSIPREDICTIVE POWER, YOUCOULD TEST AND THEN THEWHOLE THING FITTED ITSELF.
  5. 5. WE LOOK AT THE PRESENTTHROUGH A REAR-VIEW MIRROR. WE MARCH BACKWARDS INTO THE FUTURE. (THE MEDIUM IS THE MASSAGE, 1969) MARSHALL McLUHAN
  6. 6. DIGITAL ADVERTISING IBRAHIM CESAR @ibrahimcesar
  7. 7. DIGITAL ADVERTISING IBRAHIM CESAR @ibrahimcesar
  8. 8. DIGITAL ADVERTISING IBRAHIM CESAR @ibrahimcesar
  9. 9. USER EXPERIENCE (UX) IBRAHIM CESAR @ibrahimcesar
  10. 10. DISCOURSE ON THE METHOD IBRAHIM CESAR @ibrahimcesar
  11. 11. WELCOME TO POST-DIGITAL IBRAHIM CESAR @ibrahimcesar
  12. 12. I THINK ABOUT THE DEPENDENCY WE HAVE ON THIS OTHER TECHNOLOGY, CALLED THE ALPHABET AND WRITING. (KELLY, 2010) KEVIN KELLY
  13. 13. RUSSEL DAVIES (2009) IBRAHIM CESAR @ibrahimcesar
  14. 14. ADVERTISING AS SERVICE IBRAHIM CESAR @ibrahimcesar
  15. 15. THE STATE OF BEING IN WHICH YOU ASSUME THE DIGITALINSTEAD OF MARVELLING AT IT ADAM TINWORTH @adders
  16. 16. DIGITAL IS NOT A MEDIUM.DIGITAL IS INFRASTRUCTURE. (CANNES, 2012) AMIR KASSAEI @AmirKassaei
  17. 17. IBRAHIM CESAR @ibrahimcesarART & COPY
  18. 18. TOM HIMPE @tomhimpe ADVERTSING HUNGER FORIMPACT EXPLAINS THE HEAVYUSAGE OF CLICHÉS AND JOKES THROUGHOUT ITS HISTORY. (HIMPE, 2008)
  19. 19. IBRAHIM CESAR @ibrahimcesarART+COPY+CODE
  20. 20. CONSIDERATIONS IBRAHIM CESAR @ibrahimcesar
  21. 21. IBRAHIM CESAR @ibrahimcesar THE ELEMENTS OF USER EXPERIENCE
  22. 22. PERSONAL EXPERIENCES/ @ibrahimcesar INTERACTIONS WITH THEIBRAHIM CESAR ORGANIZATION/PRODUCT/ SERVICE CREATE A GUT FEELING TOWARDS THE BRAND
  23. 23. USER EXPERIENCE =IBRAHIM CESAR @ibrahimcesar BRANDING
  24. 24. JESSE JAMES GARRET @jjg
  25. 25. ADVERTISING AS SERVICE IBRAHIM CESAR @ibrahimcesar
  26. 26. IBRAHIM CESAR @ibrahimcesar THE DIGITAL UNDERLIESEVERYTHING, IS EVERYTHING. WE NEED TO START THING IN WAYS TO ADD VALUE, HAVE VALUE IN ITSELF.
  27. 27. IBRAHIM CESAR @ibrahimcesarIN THE POST DIGITAL, BRANDSNEED ADD VALUE TO THE USER, NOT THE OLD PARADIGM OF INTERRUPTION
  28. 28. IBRAHIM CESAR @ibrahimcesarMEANINGFUL EXPERIENCES.
  29. 29. IBRAHIM CESAR @ibrahimcesarSTOP INTERRUPTING.
  30. 30. IBRAHIM CESAR @ibrahimcesarSTART CREATING SERVICES.
  31. 31. IBRAHIM CESAR @ibrahimcesar ANDTHEY’LL THANK YOU FOR THAT.
  32. 32. REFERENCESBELCHIOR, R.K.; BELLATO, F.; FERREIRA, D.F.; SILVA, S.R.; SILVEIRA, C.R.; SOUZA, I.C.N. Segmentação Comportamental ouBehavorial Targeting: o conteúdo certo, na hora certa, para o público certo. Faculdades Integradas Claretianas, 2012.BERLO, D.K. O Processo da Comunicação: introdução a teoria e a pratica. 8 ed. São Paulo: Martins Fontes, 1997.CAMUS, A. O Mito de Sísifo. 1 ed. São Paulo: Editora Record, 2004.DAVIES, R. Post digital: an apology, 2010. Disponível em: http://russelldavies.typepad.com/planning/2010/11/post-digital-an-apology.html<acessado em 30 de agosto de 2012>.GARRET, J.J. The Elements of User Experience. 2 ed. Berkeley: New Riders, 2011.GIL, A.C. Métodos e Técnicas de Pesquisa Social. 5 ed. São Paulo: Editora Atlas, 1999.GOMES, N.D. Publicidade: comunicação persuasiva. 1 ed. Porto Alegre: Editora Sulina, 2008.HIMPE, Tom. Advertising Next.: 150 Winning Campaigns for New Communications Age. 1 ed. New York: Ed. Chronicle Books, 2009.LAZARSFELD;MERTON in ADORNO et al. Teoria da cultura de massa. 3 ed. Rio de Janeiro: Paz e Terra, 1982.JENKINS, H. Cultura da Convergência. 1ª Edição. ed. Aleph: São Paulo, 2008KELLY, K. The Technium, 2010. Disponível em: http://www.kk.org/thetechnium/ <acessado em 30 de março de 2012>.MARCONI, M. A.; LAKATOS, E. M. Técnicas de Pesquisa. 7. ed. São Paulo: Atlas, 2009.McLUHAN, M. The Medium Is The Massage. 1ª Edição. Gingko Press: Berkeley, 2012.NIELSEN, J. Banner Blindness: Old and New Findings. Jakob Nielsen’s Alertbox, 2007. Disponível em: http://www.useit.com/alertbox/banner-blindness.html <acessado em 28 de junho de 2012>PINHO, J.B. Publicidade e Vendas na Internet: Técnicas e Estratégias. São Paulo: Summus, 2000.PREECE, J.; ROGERS, Y.; SHARP, H. Interaction Design – Beyond Human-Computer Interaction. Chichester, West Sussex, UK: Wiley, 2011SCHNEIDER, J.; STICKDORN, M. This Is Service Design Thinking. 1 ed. New Jersey: Wiley, 2011.TENNØ, H. 180360720: Marketing in an era of shared values and everyday life, 2011. Disponível em: http://www.180360720.no/ <acessado em 15de agosto de 2012>.

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