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The aim of the articleis to identify the Internet marketing specialist’s job functions and competencies in convergent professional practices, which are generalised and standardised in the Professional Standards of Related Activities. Such methods define the research methodologyas information analysis of current Professional Standards, relevant to the activities of Internet marketing specialist; semantic analysis of the programme subject area, and semantic, logical and linguistic analysis of documents (e.g. educational and professional standards, training curriculum, professional scientific publications, Internet content); the pedagogical design is to integrate disciplines to the Internet marketing specialist educational and professional training curriculum. The scientific noveltyof the study is in identifying functions and competencies of Internet marketing specialist in the programme subject area “Information, Library and Archival Studies”, in related professional activities, presented in the Professional Standards of Information Resources Specialist, Commodity Market Research Analyst and Advertiser; in implementing professionally-oriented disciplines, which form an educational model of training an Internet marketing specialist in the interaction and relationship of all its components together with other fields of professional and practical training. Conclusions. The uniqueness of the content of the “Management of Social and Communication Networks. Internet Marketing» curriculum within Information, Library and Archival Studies is determined by its subject orientation on digital means of work, convergence with curriculum in marketing and belonging to the subject field of information management, information-analytical and social-communicative activities following the theoretical content of the subject according to the standard of programme subject area 029 «Information, Library and Archival Studies». A comprehensive review of the functions of Internet marketing specialist in marketing and information-analytical professional practices and the use of social and communicative technology to position social actors in society (public relations, advertising, image-making, etc.) allows a systematic delineation of the competence of the specialist. The analysis of the Professional Standards of the Information Resource Specialist, Commodity Market Research Analyst, and Advertiser, as related to the activities of an Internet marketing specialist, made it possible to outline the competencies that should be included in the future specialist’s model to ensure its validity. The identified competencies allow to specify the educational and professional training curriculum and include generalised disciplines in the campus, which together with other professionally oriented disciplines, form an educational model of Internet marketing specialist training in the interaction and interconnection of all its components.

The aim of the article is to identify the Internet marketing specialist’s job functions and competencies in convergent professional practices, which are generalised and standardised in the Professional Standards of Related Activities. Such methods define the research methodology as information analysis of current Professional Standards, relevant to the activities of Internet marketing specialist; semantic analysis of the programme subject area, and semantic, logical and linguistic analysis of documents (e.g. educational and professional standards, training curriculum, professional scientific publications, Internet content); the pedagogical design is to integrate disciplines to the Internet marketing specialist educational and professional training curriculum. The scientific novelty of the study is in identifying functions and competencies of Internet marketing specialist in the programme subject area “Information, Library and Archival Studies”, in related professional activities, presented in the Professional Standards of Information Resources Specialist, Commodity Market Research Analyst and Advertiser; in implementing professionally-oriented disciplines, which form an educational model of training an Internet marketing specialist in the interaction and relationship of all its components together with other fields of professional and practical training. Conclusions. The uniqueness of the content of the “Management of Social and Communication Networks. Internet Marketing» curriculum within Information, Library and Archival Studies is determined by its subject orientation on digital means of work, convergence with curriculum in marketing and belonging to the subject field of information management, information-analytical and social-communicative activities following the theoretical content of the subject according to the standard of programme subject area 029 «Information, Library and Archival Studies». A comprehensive review of the functions of Internet marketing specialist in marketing and information-analytical professional practices and the use of social and communicative technology to position social actors in society (public relations, advertising, image-making, etc.) allows a systematic delineation of the competence of the specialist. The analysis of the Professional Standards of the Information Resource Specialist, Commodity Market Research Analyst, and Advertiser, as related to the activities of an Internet marketing specialist, made it possible to outline the competencies that should be included in the future specialist’s model to ensure its validity. The identified competencies allow to specify the educational and professional training curriculum and include generalised disciplines in the campus, which together with other professionally oriented disciplines, form an educational model of Internet marketing specialist training in the interaction and interconnection of all its components., Метою статті є виявити трудові функції і компетентності інтернет-маркетолога у конвергентних професійних практиках, які узагальнені й унормовані у Професійних стандартах споріднених видів діяльності. Методологія дослідження визначена такими методами, як інформаційний аналіз чинних Професійних стандартів, відповідних діяльності інтернет-маркетолога; змістовий аналіз предметного поля об’єкта – семантичний, логічний та лінгвістичний аналіз масиву документів (освітніх і професійних стандартів, освітніх програм, фахових наукових публікацій, контенту інтернет-ресурсів); педагогічного проєктування – для пропозиції інтегрованих навчальних дисциплін до освітньо-професійної програми підготовки інтернет-маркетолога. Наукова новизна дослідження полягає у: виявлених функціях та компетентностях інтернет-маркетолога, підготовка якого здійснюється за спеціальністю ІБАС у споріднених видах професійної діяльності, представлених у Професійних стандартах фахівця з інформаційних ресурсів, фахівця-аналітика з дослідження товарного ринку та рекламіста; пропозиціях професійно орієнтованих дисципліни, які разом з іншими дисциплінами професійної та практичної підготовки утворюють освітню модель підготовки інтернет-маркетолога у взаємовпливі та взаємозв’язку всіх її складових. Основні висновки. Унікальність змісту освітньої програми «Менеджмент соціально-комунікаційних мереж. Інтернет-маркетинг» за спеціальністю ІБАС визначається її предметною орієнтованістю на «цифрові» засоби праці, конвергентністю із освітніми програмами в галузі маркетингу і належністю до предметного поля інформаційно-управлінської, інформаційно-аналітичної та соціально-комунікативної діяльності відповідно до теоретичного змісту предметної області діяльності фахівця за стандартом спеціальності 029 «Інформаційна, бібліотечна та архівна справа». Цілісний розгляд функцій інтернет-маркетолога у маркетингових та інформаційно-аналітичних професійних практиках і використанні соціально-комунікативних технологій позиціювання суб’єктів соціальної діяльності в суспільстві (зв’язки із громадськістю, реклама, іміджмейкінг тощо) дає змогу системного окреслення компетентнісної сфери фахівця. Аналіз Професійних стандартів фахівця з інформаційних ресурсів, фахівця-аналітика із дослідження товарного ринку, рекламіста як споріднених із діяльністю інтернет-маркетолога дав змогу окреслити компетентності, які мають бути включені до моделі майбутнього фахівця для забезпечення її змістової валідності. Виявлені компетентності дають змогу конкретизувати освітньо-професійну програму підготовки фахівця і включити до навчального плану узагальнюючі дисципліни, які разом з іншими професійно орієнтованими дисциплінами навчального плану утворюють освітню модель підготовки інтернет-маркетолога у взаємовпливі та взаємозв’язку всіх її складових.

The legal environment of advertising in Ukraine is addressed in the article. The research results are based on the study of legal regulation of relations in the field of advertising and the examination of the legal relations in this field with regard to classical consideration of three elements of legal relations – subjects, objects and content. The author clarifies a classification of legal acts regulating relations in the field of advertising, determines subjects of relations in this field and gives their classification, proposes criteria for a classification of advertising and provides this classification, and describes the content of relations in the field of advertising.

This article is meant to provide some initial notions, materials, and concept for the study of advertising communication. It draws on advertising communication definitions. I analyzed vary definitions of advertising communications for English, Russian, and Arabic authors. I committed to bridging the gap between the huge body of research on advertising communications definitions. I am hoping that this lays a solid enough foundation for researchers to dig deeper into some of the issues brought up. The characteristics of advertising communication are particularly explained in the second half of the article. We need to understand how advertising communications work in order to arm ourselves with knowledge about practical forms of social communication. Advertising communications have an impact on our lives, our perspectives, and feelings. In addition to introducing researchers to the most crucial definitions of advertising communications, this article aims to teach them how to study, research, and investigate this field of communication as well as how it influences and shapes our social lives.

Advertising message is the indispensable means of achieving linkage between producers and distributors on the one hand and consumers on the other. However, in order to fulfill its role, the advertising message is supposed to express truth and honesty about the characteristics of the advertised commodity or service. If the advertising message deviates from this principle, it falls under the framework of misleading and deception. and if it causes harm to whom it is addressed (whether contractor or not), the victim can claim compensation, either from the advertiser who provided the false information contained in the advertising message, or from the advertising agency that designed the message and deliberately included false and dishonest information. Based on that, and according to the comparative analytical method, we divided this research to three sections. The first one sheds light on the nature of the harmful advertising message and the parties responsible for its publication, and in the second one we talked about the civil liability of the advertising agency for the harmful advertising message. In the third section, we addressed the civil liability of the professional advertiser for the advertising harmful message.

В статье объясняется цели и важность современной рекламы. Реклама для всех, включая детей, молодых и старых. Понимание рекламы - важная часть маркетинга. В условиях жесткой конкуренции, существующей в настоящее время, хорошая реклама неизбежна. Сегодня на телевидении, в газетах размещается ряд рекламы, в виде рекламных щитов на улицах и т. д. Некоторые рекламные объявления также передаются по радио. Даже рикши, автобусы и такси несут на себе рекламу. Интернет сегодня - неотъемлемая часть нашей жизни. Он также имеет несколько рекламных объявлений, появляющихся на разных веб-сайтах. Это делается с использованием различных типов носителей и наиболее подходящих техник и методов. Рекламное исследование - это подробное изучение определенной темы, которое приводит к успешной и эффективной кампании. Рекламные исследования также определяют успех рекламной кампании, измеряя влияние на ее аудиторию и создать имидж бренда или улучшить его. Исследования также помогут вам прийти к творческой идее привлекающая целевую аудиторию. Перед выходом на рынок идея может пройти множество итераций и улучшений, пока она не будет готова к выходу на рынок., Мақалада қазіргі жарнаманың мақсаты мен маңыздылығы түсіндіріледі. Жарнама бәріне, соның ішінде балалар мен жастарға, үлкендерге арналған. Жарнаманы түсіну - маркетингтің маңызды бөлігі. Қазіргі бәсекелестік ортада жақсы жарнама маңызды. Бүгінгі күні бірқатар жарнамалар теледидарда, газеттерде, банер түрінде көшеде және т.с.с. орналастырылады. Кейбір жарнамалар радиодан да беріледі. Тіпті автобус пен такси автокөліктерінде де жазылған жарнама бар. Интернет қазіргі таңда біздің өміріміздің ажырамас бөлігі болып табылады. Оның әртүрлі веб-сайттарда пайда болатын бірнеше жарнамалары бар. Бұл әртүрлі бұқаралық ақпарат құралдарының түрлерін және ең қолайлы әдістер мен қосымшаларды қолдану арқылы жасалады. Жарнамалық зерттеулер дегеніміз - бұл науқанның сәтті және тиімді өтуіне әкелетін нақты тақырыпты егжей-тегжейлі зерттеу. Жарнамалық зерттеулер сонымен қатар жарнама науқанының сәттілігін оның аудиториясына әсерін өлшеу және брендтің имиджін құру немесе жақсарту арқылы анықтайды. Зерттеулер сонымен қатар мақсатты аудиторияны қызықтыратын шығармашылық идея жасауға көмектеседі. Нарыққа шығар алдында идея нарыққа шыққанға дейін көптеген қайталанулар мен жетілдірулерден өтуі мүмкін., The article explains the purpose and importance of modern advertising. Advertising for everyone, including children, young and old. Understanding advertising is an important part of marketing. In today's fiercely competitive environment, good advertising is inevitable. Today a number of advertisements are placed on television, in newspapers, in the form of billboards on the streets, etc. Some advertisements are also broadcast on the radio. Even rickshaws, buses and taxis carry advertisements. The Internet today is an integral part of our life. It also has several advertisements appearing on different websites. This is done using a variety of media types and the most appropriate techniques and methods. Advertising research is the detailed study of a specific topic that leads to a successful and effective campaign. Advertising research also determines the success of an advertising campaign by measuring the impact on its audience and creating or improving a brand image. Research can also help you come up with a creative idea that engages your target audience. Before going to market, an idea can go through many iterations and improvements until it is ready to go to market., Вестник КазГЮИУ, Выпуск 1 (49) 2021, Pages 120-124

Commercial advertising is considered the most important means of marketing products and services, it is also regarded as a manifestation of legitimate competition, as it represents a link between the consumer and the advertiser, who is committed to providing the consumer with the necessary information about the product or service. And in order to achieve the prevention protection of the consumer against the misleading advertisements, there must be a self-regulation for commercial advertising. Therefore, the publicity message must respect the legal rules, in addition to complying with the general principles stipulated, and respecting the public order and the moral values. However, all this is not enough to reduce the risks of the false advertisements in which the rules and regulations established by the law are not respected. In this regard, it is best for the legislator to issue a special law that regulates advertisements and establishes controls, but in return does not exaggerate establishing controls that would paralyze the movements of advertising activity., La publicité commerciale est le moyen le plus important de commercialiser des produits et des services et est une manifestation de la concurrence légitime, un lien entre le consommateur et l’annonceur, qui s’engage à fournir au consommateur les informations nécessaires sur les produits ou services. Afin de protéger le consommateur contre les informations trompeuses, il doit exister une autorégulation de la publicité commerciale. Le message publicitaire doit donc être respecté dans le respect des règles légales, en plus du respect des principes généraux énoncés et du message publicitaire de l'ordre public et des valeurs morales. Cependant, tout cela ne suffit pas pour réduire les risques liés aux fausses déclarations qui ne respectent pas les règles et règlements établis par la loi. Movement de l'activité publicitaire.

В статье рассматриваются финансовые результаты деятельности телеканалов, входящих в первый и второй мультиплексы цифрового телевидения России. Оценивается состояние рекламного рынка после проведения чемпионата мира по футболу в 2018 г. Анализируются данные объема телевизионной рекламы в России в период 20102018 гг., приводятся данные о новом способе подсчета рекламных средств. С учетом этого даются оценки дальнейших перспектив развития телевизионной и интернет-рекламы. Формулируется вывод о том, что, несмотря на сложную экономико-политическую ситуацию и технический прогресс в стране и мире, телевидение по-прежнему остается самым эффективным рекламным носителем., The article discusses the financial results of the TV channels included in the first and second multiplexes of digital television in Russia. The state of the advertising market after the 2018 FIFA world Cup is assessed. The data on the volume of television advertising in Russia in the period 20102018 are analyzed, data on the new method of counting advertising funds are presented. With this in mind, the article evaluates the future prospects for the development of television and Internet advertising. The conclusion is formulated that, despite the difficult economic and political situation and technological progress in the country and the world, television is still the most effective advertising medium., №4 (2020)

Тема выпускной квалификационной работы: «Разработка бизнес-процессов взаимодействия рекламодателя и интернет-агентства». Данная работа посвящена исследованию бизнес-процессов взаимодействия рекламодателя и интернет агентства, поиска проблем и разработке Ð½Ð¾Ð²Ñ‹Ñ Ð±Ð¸Ð·Ð½ÐµÑ-процессов, а также усовершенствованию ÑƒÑÑ‚Ð¾ÑÐ²ÑˆÐ¸Ñ ÑÑ для Ð¸Ñ Ñ€ÐµÑˆÐµÐ½Ð¸Ñ. Задачи, которые решались в Ñ Ð¾Ð´Ðµ исследования: 1. Проанализировать бизнес-процессы взаимодействия рекламодателя и агентства: порядок, этапы и вовлеченные лица вовлеченные лица – от знакомства до завершения отношений 2. Определить основные причины возникновения конфликтов и причины ÑƒÑ Ð¾Ð´Ð° клиентов 3. Выявить основные паттерны поведения рекламодателей и разработать авторскую типологию 4. Выявить основные паттерны поведения аккаунт-менеджеров и разработать авторскую типологию 5. Проанализировать способы коммуникаций клиента и аккаунт-менеджера: устройства, программы, приложения Работа проведена на примере интернет-агентства «Риалвеб», где собиралась значительная часть фактического материала: изучение бизнес-процессов, глубинные интервью аккаунт-менеджеров, анализ экономического состояния предприятия. При написании работы были использованы следующие методы: качественное исследование - глубинные интервью с аккаунт-менеджерами, кабинетный метод исследования - традиционный анализ Ð²Ð½ÑƒÑ‚Ñ€ÐµÐ½Ð½Ð¸Ñ Ð´Ð¾ÐºÑƒÐ¼ÐµÐ½Ñ‚Ð¾Ð² (регламентов) компании, экономический анализ финансового состояния предприятия, анализ литературы и ÑÐ¼Ð¿Ð¸Ñ€Ð¸Ñ‡ÐµÑÐºÐ¸Ñ Ð¸ÑÑ‚Ð¾Ñ‡Ð½Ð¸ÐºÐ¾Ð². В результате были проанализированы бизнес процессы и выявлены проблемные точки. Для решения проблем были разработаны новые бизнес-процессы, а также усовершенствованы устоявшиеся., The theme of the final qualifying work: "Development of business processes of interaction between an advertiser and an Internet agency." This work is devoted to the study of business processes of interaction between an advertiser and an Internet agency, finding problems and developing new business processes, as well as improving the established ones for their solution. Tasks that were solved during the study: 1. Analyze the business processes of interaction between the advertiser and the agency: the order, stages and persons involved, involved persons - from acquaintance to the end of the relationship 2. Determine the main causes of conflicts and the reasons for leaving clients 3. Identify the main patterns of behavior of advertisers and develop the author's typology 4. Identify the main patterns of behavior of account managers and develop an author's typology 5. Analyze the methods of communication between the client and the account manager: devices, programs, applications The work was carried out on the example of the Internet agency "Realweb", where a significant part of the factual material was collected: the study of business processes, in-depth interviews with account managers, analysis of the economic state of the enterprise. The following methods were used when writing the work: qualitative research - in-depth interviews with account managers, desk research method - the traditional analysis of internal documents (regulations) of the company, economic analysis of the company's financial condition, analysis of literature and empirical sources. As a result, business processes were analyzed and problem points were identified. To solve the problems, new business processes were developed and established ones were improved.

Ο κόσμος στον οποίο ζούμε βασιζόταν, βασίζεται και θα βασίζεται στην εξέλιξη. Άλλωστε χωρίς αυτήν θα ήμασταν ακόμα μικροοργανισμοί. Έτσι και οι στρατηγικές επικοινωνίας των επιχειρήσεων δεν θα μπορούσαν να αποτελούν εξαίρεση, ειδικά στην εποχή της τεχνολογίας και της πληροφόρησης. Στα κεφάλαια που ακολουθούν θα δούμε πως το οικοσύστημα της αυτοματοποιημένης διαφήμισης (programmatic advertising ecosystem) μπορεί να βοηθήσει τις επιχειρήσεις να καλυτερεύσουν τον τρόπο με τον οποίο προσεγγίζουν τον καταναλωτή, μέσα από την χρήση άκρως εξελιγμένων μεθόδων οι όποιοι βασίζονται στην τεχνητή νοημοσύνη και την μηχανική μάθηση. Στο πρώτο κεφάλαιο γίνεται αναφορά στις βασικές έννοιες της αυτοματοποιημένης διαφήμισης, στο δεύτερο περιγράφεται η τεχνολογία και τα συστήματα που χρησιμοποιούνται ενώ στο τρίτο σκιαγραφείται η διαδικασία εμφάνισης των διαφημιστικών μηνυμάτων μαζί με τις μεθόδους εκτέλεσης των δημοπρασιών. Το τέταρτο κεφάλαιο αναφέρεται στο τι μπορούν να αποκομίσουν οι επιχειρήσεις από την χρήση του real time bidding (RTB) και των υπολοίπων μεθόδων της αυτοματοποιημένης διαφήμισης, στο πέμπτο περιγράφονται οι προκλήσεις του programmatic advertising ενώ στο έκτο αναλύονται οι τύποι - μορφές των προωθητικών μηνυμάτων, τα κανάλια διανομής και οι συσκευές που χρησιμοποιούνται προκειμένου να έρθουν σε επαφή οι διαφημιζόμενοι με τους καταναλωτές.

Las agencias publicitarias se ven afectadas por la necesidad de adaptarse a un fenómeno comercial que se encuentra presente en gran parte de las acciones de comunicación llevadas a cabo en redes sociales digitales de las grandes marcas, esto es, el influencer. Este perfil se presenta como un nuevo líder de opinión muy interesante para las marcas las cuales aprovechan el liderazgo de estas microcelebrities para atraer a nuevos consumidores. A través de veintiuna entrevistas en profundidad a agencias españolas y un panel Delphi de quince expertos, se constata un dominio complejo de las fuerzas entre anunciante y agencia. La repercusión mediática que tienen estas personalidades provoca que el anunciante posea un mayor control sobre las decisiones estratégicas resultando a su vez en un desafío estratégico para el profesional publicitario que ve afectadas las estructuras de las agencias, así como un aumento en la demanda de este tipo de estrategias. The advertising agencies are affected by the need to adapt to a commercial phenomenon that is present in a large part of the communication actions in digital social networks of major brands; the influencer. This profile is presented as a new opinion leader very interesting for brands which take advantage of the leadership of these microcelebrities to attract new consumers. Through twenty-one in-depth interviews with Spanish agencies and a Delphi panel of fifteen experts, a complex domain of forces between advertiser and agency can be found. The media impact of these personalities causes the advertiser to have greater control over strategic decisions, resulting in a strategic challenge for the advertising professionals that affects the structures of the agencies, as well as an increase in the demand of this type of strategies.

This work explores affiliate marketing as one of the marketing tools used in the online environment. Affiliate marketing is a type of performance-based marketing in which an enterpreneur rewards one or more affiliates for each visitor or customer brought by the affiliate's own marketing efforts. It is based on promoting the company's product through affiliate partner sites. The work describes the principles of how it works, the ways of promotions for affiliate partners and also the ways of implementation for advertisers. The work focuses on application of affiliate marketing into the practice and it also focuses on a marketing research aimed at identifying key parameters of affiliate marketing and affiliate partner characteristics. The result of this work is the formulation of recommendations for the implementation of this type of marketing into practice.

The present investigation analyzes the role of the Cost controller in the processes of audiovisual advertising production in Spain during the economic crisis of 2008. The study focuses on observing whether in recent years the advertising companies have been increasing the use of Cost controller services or not, and with what objective. It also examines their role in the process, their training and the retribution alternatives. The study is conducted through twenty-three in-depth interviews with professionals of the industry: advertisers, consultants, agencies, producers and post-producers. These professionals themselves will detail the work of the Cost controller, and the advantages and disadvantages of their work. All this is done with the intention of improving production processes and therefore the quality of audiovisual advertising productions. La presente investigación analiza el papel del Cost controller de los anunciantes en los procesos de producción audiovisual publicitaria en España durante la crisis económica de 2008. El estudio trata de observar si en los últimos años se ha producido un aumento de anunciantes que recurren a sus servicios, y con qué objetivo. Examinar su papel en el proceso, su formación y la forma en la que son retribuidos. La investigación se realiza a través de 23 entrevistas en profundidad a profesionales del sector: anunciantes, consultores, agencias, productoras y postproductoras. Serán los propios profesionales los que detallen el trabajo de los consultores y las ventajas y desventajas de su labor. Todo ello con la intención de mejorar los procesos de producción y, por tanto, la calidad de las producciones audiovisuales publicitarias

[ES] Este trabajo se centra en el estudio del tratamiento jurídico de la publicidad encubierta y su aplicación en las redes sociales a través de los líderes de opinión. Se expondrán casos y se darán indicios para poder diferenciar la verdadera naturaleza de los mensajes que estos líderes de opinión difunden, para saber si se trata de un ejercicio de libertad de expresión o si por el contrario hay detrás un anunciante realizando marketing de influencia y por tanto, es un contenido publicitario; y lo más relevante, si este contenido es ilícito o no. Para confirmarlo será necesario aplicar el deber general de identificación. También se tratará la técnica publicitaria del emplazamiento de producto, en concreto, sus características y advertencias al público. Además se analizará la relación jurídica entre los/las líderes de opinión y las empresas formalizada a través de un contrato publicitario, donde se tratan aspectos como la necesidad o no de remuneración y se propondrá un prototipo del mismo. Por último, se analizarán jurídicamente dos campañas publicitarias: una ilícita y otra lícita. Para tratar todos estos aspectos se aplicarán las normas de la Ley General de Publicidad, la Ley General de Comunicación Audiovisual y la Ley de Competencia Desleal. [EN] This work focuses on the study of the legal treatment of covert advertising and its application in social networks through influencers. Cases will be presented and there will be indications to be able to differentiate the true nature of the messages that these influencers disseminate, to know if it is an exercise of freedom of expression or, if on the contrary, there is an advertiser behind doing influence marketing and for therefore, it is an advertising content; and most importantly, if this content is illegal or not. To confirm this, it will be necessary to apply the general identification duty. It will also deal with the advertising technique of the product placement, specifically, its characteristics and warnings to the public. In addition, the legal relationship between the influencers and the advertisers formalized through an advertising contract will be analyzed, where aspects such as the need or not of remuneration will be discussed and a prototype will be proposed. Finally, two advertising campaigns will be analyzed legally: one illicit and another licit. To deal with all these aspects, the rules of the General Law of Advertising, the General Law of Audiovisual Communication and the Law of Unfair Competition will apply.

Las agencias publicitarias se ven afectadas por la necesidad de adaptarse a un fenómeno comercial que se encuentra presente en gran parte de las acciones de comunicación llevadas a cabo en redes sociales digitales de las grandes marcas, esto es, el influencer. Este perfil se presenta como un nuevo líder de opinión muy interesante para las marcas las cuales aprovechan el liderazgo de estas microcelebrities para atraer a nuevos consumidores. A través de veintiuna entrevistas en profundidad a agencias españolas y un panel Delphi de quince expertos, se constata un dominio complejo de las fuerzas entre anunciante y agencia. La repercusión mediática que tienen estas personalidades provoca que el anunciante posea un mayor control sobre las decisiones estratégicas resultando a su vez en un desafío estratégico para el profesional publicitario que ve afectadas las estructuras de las agencias, así como un aumento en la demanda de este tipo de estrategias. The advertising agencies are affected by the need to adapt to a commercial phenomenon that is present in a large part of the communication actions in digital social networks of major brands; the influencer. This profile is presented as a new opinion leader very interesting for brands which take advantage of the leadership of these microcelebrities to attract new consumers. Through twenty-one in-depth interviews with Spanish agencies and a Delphi panel of fifteen experts, a complex domain of forces between advertiser and agency can be found. The media impact of these personalities causes the advertiser to have greater control over strategic decisions, resulting in a strategic challenge for the advertising professionals that affects the structures of the agencies, as well as an increase in the demand of this type of strategies.

La publicidad en Internet ha cambiado el modo de acceso de los públicos a los productos o las marcas y el modo de hacer publicidad de los anunciantes alejándose un poco de las publicidad convencional ya que se crea en el entorno online con especiales características; ambas adaptaciones crean especiales espacios y vínculos donde usuario y anunciante interaccionan en beneficio propio, con resultados satisfactorios por parte del cliente y un nuevo modo de hacer publicidad de los anunciantes a muy bajo coste con grandes resultados., The Internet advertising has changed the way in which audiences access products or brands and how advertisers advertise themselves by moving away from conventional advertising, as it is created in the online environment with special features; both adaptations create special spaces and links where user and advertiser interact for their own benefit, with satisfactory results from the client and a new way of advertising advertisers at very low cost with great results.

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No. of bitstreams: 1 MPCC - AMADEU NOGUEIRA DE PAULA PÓS-BANCA.pdf: 2959871 bytes, checksum: db8244204552cd74638fc99974651f32 (MD5) Previous issue date: 2018-03-21 This study presents an analysis of the general elements in the subtle or non-subtle testemonials represented by individuals hired by advertisers for the promotion of their brands in the mass media, specifically television. The historical definition of product placement had, at first, the clarification that the advertising message should be carried out subtly, incorporating itself in the content so that consumers did not perceive it; because if this perception happened, the tendency would be to reject the advertisement. This argument remained for some time, however a significant variable emerged in the context of women’s television programs, in which the brand presenter dialogues in a non-subtle way, endorsing the consumer experience, strengthening the narrative with lived stories of sucessful experiences. It is the materialization of the product in people’s lives, through entertainment and information, which is a reference for the viewers present in the audience of the program. The main objective of this research was to analyze the use of brands’ testemonials advertisement as a communication tool in women’s programs of open television presented in a non-subtle way by brand communicators, called merchandetes. Thus, the research focused on the analysis of the product placement – better known in Brazil as merchandising – in the television program Mulheres, from TV Gazeta, in São Paulo, setting up a case study in a women’s program broadcast in the afternoon. In addition, it was interviewed managers advertisers of frequent testemonials announcements, merchandetes of others women’s programs and a commnunication manager in social network. The investigation showed the importance and commercial strength of merchandising not only as part of the content of women’s programs, but also in relation to the others formats of advertising. The study emphasizes the importance of the endorsement carried out, either by the merchandete or the program’s TV host, as a fundamental tool to generate the immediate sales of the announced products in real time. The originality of this study consists in the understanding of the permanence in the context of the testimonial merchandising as an effective advertising format in Brazilian television from its origin, where the placement of products was made exclusively through the so-called “brand’s speakers”, who existed because of the transmissions performed exclusively live. The interviews revealed that all the participants in the commercial and artistic structure of the broadcaster that generates the women’s program seek to monetize the arguments and quality of the messages in order to effectively achieve the goals of their advertisers when the ads are broadcasted. This study also demonstrates technically, through audience data, investments and number of insertions, the intense presence of the testemonials advertisers broadcasting in the daytime, where are the greater participation of the investments and concentration of viewers conformed by the audience surveys predominate. Este estudo apresenta uma análise dos elementos gerais dos testemunhais sutis ou não sutis representados por indivíduos contratados por anunciantes para a divulgação de suas marcas na mídia de massa, especificamente a televisiva. A definição histórica do product placement teve, no início, o esclarecimento de que a mensagem publicitária devia ser realizada de maneira sutil, incorporando-se ao conteúdo para que os consumidores não a percebessem; pois, caso isso ocorresse, a tendência seria de rejeição do anúncio. Permaneceu por algum tempo esse raciocínio, no entanto, surgiu uma variável significativa no contexto dos programas femininos de televisão, na qual o apresentador de marcas dialoga de forma não sutil, endossando a respeito da experiência de consumo, fortalecendo a narrativa com histórias vividas de experiências de sucesso. É a materialização do produto na vida das pessoas, através do entretenimento e da informação, que é referência para os telespectadores presentes na audiência do programa. O objetivo central desta pesquisa consistiu em analisar a utilização das marcas de anúncios testemunhais como ferramenta de comunicação em programas femininos da televisão aberta, apresentados de forma não sutil por comunicadores das marcas, chamados de merchandetes. Desse modo, a investigação centrou-se na análise do product placement – mais conhecido no Brasil como merchandising – no programa Mulheres, da TV Gazeta, de São Paulo, configurando um estudo de caso em um programa feminino transmitido no horário da tarde. Adicionalmente foram entrevistados gestores de anunciantes frequentes dos anúncios testemunhais, merchandetes de outros programasfemininos e uma gestora de comunicação em redes sociais. A investigação permitiu constatar a importância e a força comercial do merchandising não só como parte do conteúdo dos programas femininos, mas também em relação a outros formatos de veiculação. O estudo ressalta a importância do endosso realizado, seja pela merchandete ou pela âncora do programa, como ferramenta fundamental para gerar as vendas imediatas dos produtos anunciados em tempo real. A originalidade deste estudo consiste no entendimento da permanência do contexto do merchandising testemunhal como formato de anúncio eficiente na televisão brasileira desde a sua origem, onde a colocação de produtos era feita exclusivamente através das chamadas “garotas-propaganda”, que existiram em razão das transmissões serem realizadas exclusivamente ao vivo. As entrevistas revelaram que todos os participantes da estrutura comercial e artística da emissora geradora do programa feminino buscam rentabilizar argumentos e qualidade das mensagens para efetivamente alcançar objetivos de seus anunciantes no momento de transmissão dos anúncios. Este estudo evidencia ainda tecnicamente, através de dados de audiência, de investimentos e quantidade de inserções, a intensa presença dos anunciantes de testemunhais veiculando no horário diurno, onde predominam a maior participação dos investimentos e concentração de telespectadoras constatadas nas pesquisas de audiência.

Статья посвящена анализу правовой сущности рекламной деятельности. На основе анализа различных позиций, представленных в научной литературе, и судебной практики показано, что существую несколько концепций правового содержания рекламной деятельности. Договорная концепция предполагает распределение обязанностей между сторонами по рекламному договору. Концепция регулируемой рекламной деятельности основана на представлении об обязанности этих сторон выполнять специальные требования независимо от договора. Показано, что более обоснованной выступает договорная концепция рекламной деятельности., The article is devoted to the analysis of the legal nature of advertising. Based on the analysis of various positions presented in the scientific researches and legal practices, it is shown that there are several legal concepts of the advertising activities. The agreement concept is based on bearing responsibilities between the parties to an advertising contract. The concept of regulated advertising is based on the idea of the obligation of these parties to fulfill the special requirements regardless to the contract. It is shown that the agreement concept of advertising activity is more reasonable.

Esta dissertação aborda as práticas de produção da publicidade articuladas ao mundo social. O objetivo geral de pesquisa é compreender os tensionamentos da articulação da publicidade com a sociedade contemporânea no que tange aos estereótipos mobilizados na criação, segundo a perspectiva de publicitários atuantes em agências e produtoras audiovisuais em Porto Alegre/RS. Estamos considerando a publicidade como processo sociocultural e, por isso, nosso aporte teórico aborda a intersecção presente entre comunicação e cultura através de autores como Williams e Hall; para tratar a publicidade acionamos autores como Rocha, Piedras e Wottrich; as práticas de produção da publicidade por meio de autores como Hansen, Silva e Toaldo, Petermann e Rocha; e o estereótipo a partir de autores como Gastaldo, Johnson e Hall. No âmbito empírico, de vertente qualitativa, a unidade de pesquisa é constituída por quatro publicitários (profissionais de agências de publicidade e produtoras audiovisuais) com quem realizamos entrevistas semipadronizadas sucessivas. Além disso, consultamos dados secundários provenientes de fontes especializadas no mercado publicitário, do CONAR e da mídia em geral. Como resultados, emergiram aspectos que posicionam a publicidade contemporânea brasileira diante da questão do estereótipo, entre os interesses econômicos e as demandas sociais: a regulação como via pela qual o estereótipo historicamente entra em pauta na publicidade brasileira, o movimento sutil da publicidade global e local rumo ao enfrentamento da reprodução do estereótipo, os limites para mudança impostos pelos condicionamentos da produção institucionalizada e as demandas pela continuidade do debate a partir das questões que emergem do público e da sociedade civil. This dissertation addresses the advertising production practices articulated to the social world. The general objective of the research is to understand the tensions between the articulation of advertising and contemporary society regarding the stereotypes mobilized in creation, according to the perspective of advertisers working in agencies and audiovisual producers in Porto Alegre / RS. We are considering advertising as a sociocultural process and, therefore, our theoretical contribution addresses the present intersection between communication and culture through authors such as Williams and Hall; to deal with advertising we trigger authors like Rocha, Piedras and Wottrich; the practices of production of advertising by authors such as Hansen, Silva and Toaldo, Petermann and Rocha; and the stereotype from authors like Gastaldo, Johnson and Hall. In the qualitative field, the research unit is made up of four publicity agents (professionals of advertising agencies and audiovisual producers) with whom we conduct successive semipadronized interviews. In addition, we consult secondary data from specialized sources in the advertising market, CONAR and the media in general. As results, emerged aspects that position the Brazilian contemporary advertising before the stereotype question, between the economic interests and the social demands: the regulation as the route through which the stereotype historically enters in the agenda in Brazilian publicity, the subtle movement of the global and local publicity the limits to change imposed by the constraints of institutionalized production, and the demands for the continuity of the debate from the issues that emerge from the public and from civil society.