A New Paradigm: Advertising as Service
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IBRAHIM CESAR @ibrahimcesar ADVERTISING AS SERVICE THE IMPACT OF DIGITAL ADVERTISING IN THE USER EXPERIENCE
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This is my work of scientific iniciation about my research in the field of the impact of digital advertising.
Transcript of A New Paradigm: Advertising as Service
IBRAHIM CESAR@ibrahimcesar
ADVERTISING AS SERVICETHE IMPACT OF DIGITAL ADVERTISING IN THE USER EXPERIENCE
IBRAHIM CESAR@ibrahimcesar
WHY?
PROBLEMS ENGAGING THE ATTENTION OF MEN CHANGE, AND THEY CHANGE NOT A RANDOM BUT LARGELY IN ACCORD WITH
THE ALTERING DEMANDS OF SOCIETY AND ECONOMY.
(LAZARSFELD e MERTON, p. 109, 2000)
IBRAHIM CESAR@ibrahimcesar
OBJECTIVEUNDERSTAND THE IMPACT OF DIGITAL ADVERTISING IN THE USER EXPERIENCE:
CONTEXTIMPRESSIONSOPINIONSWHERE WE ARE?WHERE WE ARE GOING?
ALBERT-LÁSZLÓ
BARABÁSI
ONCE YOU HAD DATA, YOU COULD BUILD THEORIES. ONCE YOU HAD THEORIES, YOU HAVE PREDICTIVE POWER, YOU COULD TEST AND THEN THE WHOLE THING FITTED ITSELF.
MARSHALLMcLUHAN
WE LOOK AT THE PRESENT THROUGH A REAR-VIEW MIRROR.
WE MARCH BACKWARDS INTO THE FUTURE.
(THE MEDIUM IS THE MASSAGE, 1969)
IBRAHIM CESAR@ibrahimcesar
ADVERTISINGDIGITAL
IBRAHIM CESAR@ibrahimcesar
ADVERTISINGDIGITAL
IBRAHIM CESAR@ibrahimcesar
ADVERTISINGDIGITAL
IBRAHIM CESAR@ibrahimcesar
USER EXPERIENCE (UX)
IBRAHIM CESAR@ibrahimcesar
DISCOURSE ON THE METHOD
IBRAHIM CESAR@ibrahimcesar
WELCOME TO POST-DIGITAL
KEVINKELLY
I THINK ABOUT THE DEPENDENCY WE HAVE ON THIS OTHER
TECHNOLOGY, CALLED THE ALPHABET AND WRITING.
(KELLY, 2010)
IBRAHIM CESAR@ibrahimcesar
RUSSEL DAVIES(2009)
IBRAHIM CESAR@ibrahimcesar
ADVERTISING AS SERVICE
ADAM TINWORTH@adders
THE STATE OF BEING IN WHICH YOU ASSUME THE DIGITAL
INSTEAD OF MARVELLING AT IT
AMIR KASSAEI@AmirKassaei
DIGITAL IS NOT A MEDIUM.DIGITAL IS INFRASTRUCTURE.
(CANNES, 2012)
IBRAHIM CESAR@ibrahimcesar
ART COPY&
TOM HIMPE@tomhimpe
ADVERTSING HUNGER FOR IMPACT EXPLAINS THE HEAVY
USAGE OF CLICHÉS AND JOKES THROUGHOUT ITS HISTORY.
(HIMPE, 2008)
IBRAHIM CESAR@ibrahimcesar
ART+COPY+CODE
IBRAHIM CESAR@ibrahimcesarCONSIDERATIONS
IBRAHIM CESAR@ibrahimcesar THE ELEMENTS
OFUSER EXPERIENCE
IBRAHIM CESAR@ibrahimcesar
PERSONAL EXPERIENCES/INTERACTIONS WITH THE ORGANIZATION/PRODUCT/SERVICE CREATE A GUT FEELING TOWARDS THE BRAND
IBRAHIM CESAR@ibrahimcesar
USER EXPERIENCE =BRANDING
JESSE JAMES GARRET@jjg
IBRAHIM CESAR@ibrahimcesar
ADVERTISING AS SERVICE
IBRAHIM CESAR@ibrahimcesar
THE DIGITAL UNDERLIES EVERYTHING, IS EVERYTHING.WE NEED TO START THING IN WAYS TO ADD VALUE, HAVE
VALUE IN ITSELF.
IBRAHIM CESAR@ibrahimcesar
IN THE POST DIGITAL, BRANDS NEED ADD VALUE TO THE USER,
NOT THE OLD PARADIGM OF INTERRUPTION
IBRAHIM CESAR@ibrahimcesar
MEANINGFUL EXPERIENCES.
IBRAHIM CESAR@ibrahimcesar
STOP INTERRUPTING.
IBRAHIM CESAR@ibrahimcesar
START CREATING SERVICES.
IBRAHIM CESAR@ibrahimcesar
AND THEY’LL THANK YOU FOR THAT.
REFERENCES
BELCHIOR, R.K.; BELLATO, F.; FERREIRA, D.F.; SILVA, S.R.; SILVEIRA, C.R.; SOUZA, I.C.N. Segmentação Comportamental ou Behavorial 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 15 de agosto de 2012>.
