A New Paradigm: Advertising as Service
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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.

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

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  • 1. ADVERTISING AS SERVICE THE IMPACT OF DIGITAL ADVERTISING IN THE USER EXPERIENCE IBRAHIM CESAR @ibrahimcesar
  • 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. OBJECTIVEUNDERSTAND THE IMPACT OF DIGITAL IBRAHIM CESARADVERTISING IN THE USER EXPERIENCE: @ibrahimcesarCONTEXTIMPRESSIONSOPINIONSWHERE WE ARE?WHERE WE ARE GOING?
  • 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. WE LOOK AT THE PRESENTTHROUGH A REAR-VIEW MIRROR. WE MARCH BACKWARDS INTO THE FUTURE. (THE MEDIUM IS THE MASSAGE, 1969) MARSHALL McLUHAN
  • 6. DIGITAL ADVERTISING IBRAHIM CESAR @ibrahimcesar
  • 7. DIGITAL ADVERTISING IBRAHIM CESAR @ibrahimcesar
  • 8. DIGITAL ADVERTISING IBRAHIM CESAR @ibrahimcesar
  • 9. USER EXPERIENCE (UX) IBRAHIM CESAR @ibrahimcesar
  • 10. DISCOURSE ON THE METHOD IBRAHIM CESAR @ibrahimcesar
  • 11. WELCOME TO POST-DIGITAL IBRAHIM CESAR @ibrahimcesar
  • 12. I THINK ABOUT THE DEPENDENCY WE HAVE ON THIS OTHER TECHNOLOGY, CALLED THE ALPHABET AND WRITING. (KELLY, 2010) KEVIN KELLY
  • 13. RUSSEL DAVIES (2009) IBRAHIM CESAR @ibrahimcesar
  • 14. ADVERTISING AS SERVICE IBRAHIM CESAR @ibrahimcesar
  • 15. THE STATE OF BEING IN WHICH YOU ASSUME THE DIGITALINSTEAD OF MARVELLING AT IT ADAM TINWORTH @adders
  • 16. DIGITAL IS NOT A MEDIUM.DIGITAL IS INFRASTRUCTURE. (CANNES, 2012) AMIR KASSAEI @AmirKassaei
  • 17. IBRAHIM CESAR @ibrahimcesarART & COPY
  • 18. TOM HIMPE @tomhimpe ADVERTSING HUNGER FORIMPACT EXPLAINS THE HEAVYUSAGE OF CLICHÉS AND JOKES THROUGHOUT ITS HISTORY. (HIMPE, 2008)
  • 19. IBRAHIM CESAR @ibrahimcesarART+COPY+CODE
  • 20. CONSIDERATIONS IBRAHIM CESAR @ibrahimcesar
  • 21. IBRAHIM CESAR @ibrahimcesar THE ELEMENTS OF USER EXPERIENCE
  • 22. PERSONAL EXPERIENCES/ @ibrahimcesar INTERACTIONS WITH THEIBRAHIM CESAR ORGANIZATION/PRODUCT/ SERVICE CREATE A GUT FEELING TOWARDS THE BRAND
  • 23. USER EXPERIENCE =IBRAHIM CESAR @ibrahimcesar BRANDING
  • 24. JESSE JAMES GARRET @jjg
  • 25. ADVERTISING AS SERVICE IBRAHIM CESAR @ibrahimcesar
  • 26. IBRAHIM CESAR @ibrahimcesar THE DIGITAL UNDERLIESEVERYTHING, IS EVERYTHING. WE NEED TO START THING IN WAYS TO ADD VALUE, HAVE VALUE IN ITSELF.
  • 27. IBRAHIM CESAR @ibrahimcesarIN THE POST DIGITAL, BRANDSNEED ADD VALUE TO THE USER, NOT THE OLD PARADIGM OF INTERRUPTION
  • 28. IBRAHIM CESAR @ibrahimcesarMEANINGFUL EXPERIENCES.
  • 29. IBRAHIM CESAR @ibrahimcesarSTOP INTERRUPTING.
  • 30. IBRAHIM CESAR @ibrahimcesarSTART CREATING SERVICES.
  • 31. IBRAHIM CESAR @ibrahimcesar ANDTHEY’LL THANK YOU FOR THAT.
  • 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>.