Estrategia de intangibles en el medio televisivo
- López Lita, Rafael
- González Oñate, Cristina
ISSN: 1887-8598, 1989-5143
Year of publication: 2008
Volume: 2
Issue: 2
Pages: 159-169
Type: Article
More publications in: Pensar la publicidad: revista internacional de investigaciones publicitarias
Abstract
The new highly competitive TV ratings have positioned intangible values communication strategies at the very center of the TV channels� marketing campaigns. Due to the homogeneity of the contents, it becomes necessary to add value to the television brands by means of managing intangible values so that they get a differentiated image. Broadcast companies, like any other, have decided to take care of their audiovisual aesthetics to capture their audience. Many of these companies are trying to stand out from their competence by offering to their audience new intangible values.