Gestión de Empresas NOMBRE ASIGNATURA/SEMINARIO INVESTIGACIÓN EN PUBLICIDAD PROFESORES Prof: Dr. Enrique Flores López TIPO A/F/M F CRÉDITOS 3 UNIVERSIDAD Ó CENTRO CATEGORÍA UPCT-Facultad de Ciencias de TEU la Empresa OBJETIVOS COD. OBL./OPT. OPT HORAS 30 Que el alumno conozca las principales líneas de investigación abiertas actualmente en el campo de la Publicidad Que el alumno conozca a los principales investigadores en el campo de la Publicidad, sus aportaciones y la evolución que han seguido sus investigaciones Que el alumno acceda a las principales investigaciones científicas sobre Publicidad publicadas en las más prestigiosas revistas o presentadas a los más prestigiosos Congresos Que el alumno desarrolle un espíritu crítico que le permita comprender y valorar las excelencias de un buen trabajo de investigación en el campo de la Publicidad, y que al mismo tiempo le permita detectar y criticar las deficiencias y limitaciones presentes en algunas de las investigaciones sobre Publicidad que, pese a ello, se publican en revistas y se aceptan en Congresos Que el alumno desarrolle una capacidad suficiente, a nivel de conocimientos, actitudes y habilidades, para poder realizar investigaciones científicas sobre Publicidad, que le capacite para la realización –si así lo desea- de un Trabajo de Investigación sobre esta materia, en el 2º año del Doctorado y posteriormente de una Tesis Doctoral sobre Publicidad. METODOLOGÍA - - El curso se compone de 10 sesiones de 3 horas, en las que, siguiendo el orden del temario diseñado, se formará al alumno sobre: -Las principales líneas de investigación abiertas en el ámbito de la Publicidad -Los principales autores e investigadores -Los principales estudios e investigaciones Al mismo tiempo, también se les formará sobre cómo investigar en el campo de la Publicidad, incidiendo particularmente en los siguientes aspectos: -Las principales metodologías que pueden utilizarse -Las principales fuentes de información y cómo acceder a ellas -Las principales cuestiones que deben tenerse en cuenta a la hora de realizar una investigación sobre Publicidad, así como a la hora de redactar una ponencia, un artículo o realizar una Tesina o una Tesis Doctoral -Los principales congresos y revistas científicas a las que enviar las investigaciones -Cómo se debe analizar y valorar un trabajo de investigación, una ponencia o un artículo, a fin de que el alumno desarrolle su capacidad de comprensión y su espíritu crítico En las sesiones se plantearán las diferentes líneas de investigación, comentándolas, y se les entregará a los alumnos una exhaustiva bibliografía sobre las principales investigaciones realizadas en cada una de las líneas. Además, se les entregará dos artículos por cada una de las líneas, para que el alumno realice un comentario en profundidad de uno de ellos –determinado por el profesor-, que será comentado por todo el grupo a la siguiente sesión. TEMARIO Tema 0 Introducción al Curso de Doctorado Tema 1 Tema 2 Tema 3 Introducción a la investigación en Publicidad Investigación sobre las agencias e infraestructuras publicitarias Investigación sobre el mensaje y contenidos publicitarios Tema 4 Tema 5 Tema 6 Tema 7 Investigación sobre los medios publicitarios Investigación sobre el presupuesto publicitario Investigación sobre la eficacia publicitaria Investigación sobre la influencia de la publicidad en la sociedad y en el consumidor BIBLIOGRAFÍA Para el cumplimiento de los objetivos citados, a los alumnos del curso se les entrega una relación bibliográfíca que incluye más de 500 referencias, a fecha de hoy, a la que se van incorporando paulatinamente nuevas referencias según se van publicando. Evidentemente, por razones de espacio no creo que corresponda aquí ponerlas todas. Por ello, sólo incluyo en este epígrafe, a modo de ejemplo, la bibliografía de un tema del programa; el tema 3. TEMA 3.- INVESTIGACIONES SOBRE EL MENSAJE Y CONTENIDOS PUBLICITARIOS AAKER, D.A. y NORRIS, D. (1982): "Characteristics of television commercials perceived as informative". Journal of advertising research. Feb ABERNETHY, A.M. (1992): "The information content of newspaper advertising". Journal of current issues and research in advertising. 14. 2. fall. 63-68 ABERNETHY, A.M. y FRANKE, G.R. (1996): “The information content of advertising: A meta-analysis” Journal of advertising. Vol. 24. Nº 2. Summer. Pp. 1-17. ALBERS-MILLER, N.D. y GELB, B.D. (1996): “Business Advertising appeals as a mirror of cultural dimensions: A study of eleven countries” Journal of advertising. Vol. 25. Nº 4. Winter. Pp. 57-70 ALDEN, D.L. y HOYER, W.D. (1993): "An Examination of Cognitive Factors Related to Humorousness in Television Advertising". Journal of Advertising. 22. 2. June. 29-37 ALDEN, D.L.; HOYER, W.D. y LEE, C. (1993): "Identifying Global and Culture-Specific Dimensions of Humor in Advertising: A Multinational Analysis". Journal of Marketing. Vol. 57. April. pp. 64-75. ALDEN, D.L. y MARTIN, D. (1995): "Global and Cultural Characteristics of Humor in Advertising: The Case of Japan". Journal of Global Marketing. Vol. 9. nº 1/2. pp. 121-142 ABERNETHY, A.M. y GRAY, J.I. (1997): “Radio advertising information strategy: Differences between services and products”. Journal of services marketing. Vol. 11. Nº 415. Pp. 344-358. AL-OLAYAN, F.S. y KARANDE, K. (2000): “A Content Analysis of Magazine advertisements from the United States and the Arab World”. Journal of advertising. Fall. Vol. 29. 3. 73-90 ALPERSTEIN, N.M. (1991): “Imaginary social relationships with celebrities appearing in television commercials”. 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Actas del VI Encuentro de Profesores Universitarios de Marketing Pp. 223-246 COSTLEY, C.; KOSLOW, S. y GALLOWAY, G. (2002): “Sense of humor and advertising: A funny thing happened on the way to the model…”. Advances in consumer research. Vol. 29. Pp. 225-226 CUTLER, B.D. Y JAVALGI, R.G. (1992): "A Cross-Cultural Analysis of the Visual Components of Print Advertising: The United States and the European Community". Journal of Advertising Research. Vol. 32. nº 1. pp. 71-80 CUTLER, B.D.; JAVALGI, R.G. Y ERRAMILLI, M.K. (1992): "The Visual Components of Print Advertising: A Five-Country Cross-Cultural Analysis". European Journal of Marketing. Vol. 26. nº 4. pp. 7-20. DEIGHTON, J.; ROMER, D. y McQUEEN, J. (1989): "Using Drama to Persuade". Journal of Consumer research. 16. Dec. 335-343 DE PELSMACKER, P. Y GEUENS, M. (1997): “Emotional Appeals and Information Cues in Belgian Magazine Advertisements”. International Journal of Advertising. 16, 2, 123-147 DeSARBO, W. y HARSHMAN, R. (1985): "Celebrity-Brand Congruence analysis". Current Issues and research in advertising. 1. 17-51 DONTHU, N. (1992): "Comparative advertising intensity". Journal of advertising research. 32. 6. nov/dec. 53-58 DONTHU, N. (1998): “A Cross-Country Investigation of Recall of and Attitude Toward Comparative Advertising”. Journal of Advertising. 27, 2, Summer, 111-122 DOWLING, G.R. (1980): "Information Content in U.S. and Australian Television Advertising". Journal of Marketing. Vol. 44. nº 4. pp. 3437. DUNBAR, D.S. (1990): “Music and advertising”. International Journal of Marketing. 9. 3. Pp. 197-203 ERDORGAN, B.Z. (2001): “Selecting celebrity endorsers. The practitioner´s perspective”. Journal of advertising research. Vol. 41. Nº 3. Pp. 39-49. ERDOGAN, B.Z. y BAKER, M.J. (2000): ·Towards practitioner-based model of selecting celebrity endorsers” International Journal of advertising. Vol. 19. Nº 1. Pp. 125-143 FALK, L.K. y JONES, R.W. 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WRIGHT, L.B. y MORGAN, F.W. (2002): “Comparative advertising in the European Union and the United States. Legal and managerial issues”. Journal of euromarketing. Vol. 11. Nº 3. Pp. 7-32 WYCKHAM, R.G.; COLLINS-DODD, C. (2001): “The regulation of fee and comparative advertising. The case of the veterinarians of british…”. Services Marketing Quaterly. Vol. 22. Nº 2. Pp. 49-73 CRITERIOS DE EVALUACIÓN El comentario en profundidad que cada uno de los alumnos deberá hacer, de forma individual, sobre cada uno de los artículos a comentar –un total de 6; uno por cada una de las líneas planteadas-, será entregado semanalmente al profesor, que lo evaluará. La nota final del curso será la nota media que cada alumno haya obtenido en sus comentarios en profundidad de los artículos encargados. Si en alguno de ellos obtuviera un Suspenso, el alumno no podría aprobar el Curso de Doctorado. CALENDARIO Las fechas exactas quedan pendiente de acordarse con el resto de doctores del departamento. Pero se celebrará, en todo caso, durante el 2º Cuatrimestre del Curso Académico, y en sesiones de tarde, con horarios de 4,30 a 7,30.