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Dr. Gloria Jiménez-Marín
University of Sevilla (Spain)

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Short Biography

Ph.D. in Communication, she has a Degree in Journalism and a Degree in Advertising and Public Relations from the University of Seville. She is a senior lecturer at the Faculty of Communication at the same university, and collaborates at the Universitat Oberta de Catalunya. She has been a lecturer at the University of Cadiz (SP), at the University of Huelva (SP) and at the University of Wales (UK). She has also been a guest lecturer at the University of California Berkeley (USA), at the Universitat Pompeu Fabra (SP) and at the Universidad Complutense de Madrid (SP). She is the author of several books on communication, author of more than 40 communications to congresses and more than 35 scientific articles, and director of several doctoral theses. She is the Editor of the international scientific journal IROCAMM - International Review Of Communication and Marketing Mix, and has also been president, member and scientific committee member of several congresses, symposia and scientific conferences. She is a reviewer of several international scientific publications of marketing and communication. She is a member of the Advertising Academy and director of the SEJ-624 International Research Of Communication And Marketing Mix. From a professional point of view, she has worked in several media (radio and press), in advertising agencies and in the communication departments of various companies.

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Journal article
Published: 01 July 2021 in Revista Mediterránea de Comunicación
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Según indican los barómetros del Centro de Investigaciones Sociológicas (CIS, 2019), la corrupción es una de las principales preocupaciones ciudadanas; sin embargo, no ocupa un lugar prioritario en el discurso de los líderes políticos en las redes sociales, aunque actúa como mecanismo para incrementar la polarización, especialmente en periodos electorales. Son objetivos del estudio analizar el tratamiento político de la corrupción en Twitter, identificar las estrategias de los candidatos, y constatar la opinión ciudadana sobre la necesidad de incrementar políticas de transparencia que mitiguen los efectos de la corrupción y mejoren el acceso a la información de la ciudadanía. La metodología combina un análisis de contenido cuantitativo-cualitativo de enfoque comparado, focalizado en las cuentas digitales de los candidatos a las elecciones del 28 de abril en España, al que se suma una encuesta de valoración sobre los portales de transparencia y un panel de expertos dirigido a profesionales y académicos vinculados al sector de la comunicación política. Los resultados confirman un uso político electoral de la corrupción que no responde al interés ciudadano. Como conclusión destaca la urgencia de una revisión de la propuesta pública de los portales de transparencia, en pro de una mayor utilidad para los usuarios.

ACS Style

Concha Pérez-Curiel; Gloria Jiménez-Marín; Marta Pulido-Polo. Corrupción política, liderazgo e influencia en Twitter. Un análisis sobre la transparencia pública en el marco de las elecciones del 28 de abril en España. Revista Mediterránea de Comunicación 2021, 12, 209 -226.

AMA Style

Concha Pérez-Curiel, Gloria Jiménez-Marín, Marta Pulido-Polo. Corrupción política, liderazgo e influencia en Twitter. Un análisis sobre la transparencia pública en el marco de las elecciones del 28 de abril en España. Revista Mediterránea de Comunicación. 2021; 12 (2):209-226.

Chicago/Turabian Style

Concha Pérez-Curiel; Gloria Jiménez-Marín; Marta Pulido-Polo. 2021. "Corrupción política, liderazgo e influencia en Twitter. Un análisis sobre la transparencia pública en el marco de las elecciones del 28 de abril en España." Revista Mediterránea de Comunicación 12, no. 2: 209-226.

Journal article
Published: 01 July 2021 in Revista ICONO 14. Revista científica de Comunicación y Tecnologías emergentes
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Este trabajo se propone realizar una investigación acerca del desarrollo de la competencia creativa por parte del alumnado durante su formación en el Grado en Publicidad y Relaciones Públicas. Concretamente, se persigue conocer si el estudio e impulso de la creatividad se adecua a las demandas del sector profesional publicitario. Para ello se ha llevado a cabo una metodología de triple enfoque basada en un análisis de contenido de los planes de estudio, un cuestionario dirigido a alumnos egresados y un panel de expertos formado por académicos pertenecientes al Grado en Publicidad y RR.PP. Los resultados indican que, si bien la formación de estos graduados parece adecuada en términos generales, la formación recibida en torno a la creatividad parece insuficiente para dar respuesta a las demandas del mercado laboral. Algunos de los factores que explican estas tendencias son el exceso de integración de competencias digitales como consecuencia de la renovación del grado o la incapacidad del profesorado para implementar metodologías creativas en el aula debido a las exigencias profesionales a las que se ven sometidos. Es por ello por lo que se recomienda una transformación de los planes de estudio universitarios del Grado en Publicidad y Relaciones Públicas para atender a las demandas laborales vinculadas al ejercicio de la creatividad publicitaria en España.

ACS Style

Paloma Sanz-Marcos; Cristina González-Oñate; Gloria Jiménez-Marín. La competencia creativa entre el alumnado de los grados en Publicidad y Relaciones Públicas en España y su adecuación a las demandas del sector profesional. Revista ICONO 14. Revista científica de Comunicación y Tecnologías emergentes 2021, 19, 66 -92.

AMA Style

Paloma Sanz-Marcos, Cristina González-Oñate, Gloria Jiménez-Marín. La competencia creativa entre el alumnado de los grados en Publicidad y Relaciones Públicas en España y su adecuación a las demandas del sector profesional. Revista ICONO 14. Revista científica de Comunicación y Tecnologías emergentes. 2021; 19 (2):66-92.

Chicago/Turabian Style

Paloma Sanz-Marcos; Cristina González-Oñate; Gloria Jiménez-Marín. 2021. "La competencia creativa entre el alumnado de los grados en Publicidad y Relaciones Públicas en España y su adecuación a las demandas del sector profesional." Revista ICONO 14. Revista científica de Comunicación y Tecnologías emergentes 19, no. 2: 66-92.

Journal article
Published: 25 June 2021 in REVISTA ESPAÑOLA DE COMUNICACIÓN EN SALUD
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Introducción: Los influencers están adquiriendo cada vez más protagonismo en redes sociales como Instagram. Con millones de seguidores, estos nuevos prescriptores suelen recomendar y publicitar ciertos productos, entre ellos medicamentos. Objetivos: Este texto pretende señalar los riesgos que puede entrañar la recomendación de un medicamento por parte de un influencer. Metodología: Para ello, se emplea un análisis cualitativo de un caso real en el que la influencer Paula Gonu recomienda las toallitas Eridosis como tratamiento para el acné. Resultados: Se observa que influencers como la estudiada presentan un medicamento que contiene antibiótico como si de un producto estético se tratara, generando alarma en el sector médico y farmacéutico. Conclusión: La publicidad de medicamentos en Instagram es un tema complejo que requiere mayor profundidad por su relación con la salud, y, sobre todo, una mayor regulación por parte de las instituciones.

ACS Style

Gloria Jiménez-Marín; Elena Bellido-Pérez; Marta Trujillo Sánchez. Publicidad en Instagram y riesgos para la salud pública: el influencer como prescriptor de medicamentos, a propósito de un caso. REVISTA ESPAÑOLA DE COMUNICACIÓN EN SALUD 2021, 12, 43 -57.

AMA Style

Gloria Jiménez-Marín, Elena Bellido-Pérez, Marta Trujillo Sánchez. Publicidad en Instagram y riesgos para la salud pública: el influencer como prescriptor de medicamentos, a propósito de un caso. REVISTA ESPAÑOLA DE COMUNICACIÓN EN SALUD. 2021; 12 (1):43-57.

Chicago/Turabian Style

Gloria Jiménez-Marín; Elena Bellido-Pérez; Marta Trujillo Sánchez. 2021. "Publicidad en Instagram y riesgos para la salud pública: el influencer como prescriptor de medicamentos, a propósito de un caso." REVISTA ESPAÑOLA DE COMUNICACIÓN EN SALUD 12, no. 1: 43-57.

Journal article
Published: 24 June 2021 in Journalism and Media
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(1) In a context of an unprecedented global pandemic, an analysis of the effects of political disinformation on audiences is needed. The U.S. election process culminating in the official proclamation of Joe Biden as president has led to an increase in the public’s distrust of politics and its leaders, as public opinion polls show. In this context, the change in the electorate’s attitude towards Donald Trump, throughout the legislature and especially after the elections, stands out. So, the objective of this research was to determine, through the measurement of surveys, the views of the electorate on the behavior of the Republican candidate and the possible causes that determine the loss of confidence in his speeches and comments. (2) The methodology, a comparative quantitative-qualitative approach, analyzed the responses collected by Pew Research waves 78 and 80 (2020 and 2021). Specifically, the surveys analyzed were 11,818 U.S. adults in the case of the American Trends Panel 2020 and 5360 in the case of the same panel for 2021. (3) Results showed the change of position of the electorate, especially Republicans, in the face of the policy of delegitimization of the process and Trump’s populist messages on Twitter. (4) Conclusions pointed in two directions: society has decided not to trust Trump, while at the same time showing distrust about the correct management of the electoral ballot.

ACS Style

Concha Pérez-Curiel; Ricardo Domínguez-García; Gloria Jiménez-Marín. Public Sphere and Misinformation in the U.S. Election: Trump’s Audience and Populism Indicators in the COVID-19 Context. Journalism and Media 2021, 2, 335 -350.

AMA Style

Concha Pérez-Curiel, Ricardo Domínguez-García, Gloria Jiménez-Marín. Public Sphere and Misinformation in the U.S. Election: Trump’s Audience and Populism Indicators in the COVID-19 Context. Journalism and Media. 2021; 2 (3):335-350.

Chicago/Turabian Style

Concha Pérez-Curiel; Ricardo Domínguez-García; Gloria Jiménez-Marín. 2021. "Public Sphere and Misinformation in the U.S. Election: Trump’s Audience and Populism Indicators in the COVID-19 Context." Journalism and Media 2, no. 3: 335-350.

Journal article
Published: 02 April 2021 in Energies
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Strategic and tactical factors come into play in shop competitiveness where, in addition to the products sold, other marketing mix variables must also be considered. There are also subjective factors, such as perceptions through the senses. This became even more important when, as a result of the COVID-19 crisis and the forced closure of certain establishments with physical sales, it was necessary to increase profitability and efficiency. The aim of this study was to determine the exact role of sensory marketing in shop efficiency and profitability, based on the guiding principles of technology, innovation, and respect for the environment. We conducted an exploratory and experimental study consisting of the creation of a sensory strategy through the adaptation of the Hulten, Broweus and Van Dijk model on a specific establishment in the current era of Industry 4.0. The results indicate an increase in sales as well as customer satisfaction and happiness after implementing the relevant strategies. The conclusions show that this model is valid and reliable for physical retail establishments, and that these business strategies can significantly contribute to the optimisation of energy resources.

ACS Style

Gloria Jiménez-Marín; Rodrigo Elías Zambrano; Araceli Galiano-Coronil; Rafael Ravina-Ripoll. Business and Energy Efficiency in the Age of Industry 4.0: The Hulten, Broweus and Van Dijk Sensory Marketing Model Applied to Spanish Textile Stores during the COVID-19 Crisis. Energies 2021, 14, 1966 .

AMA Style

Gloria Jiménez-Marín, Rodrigo Elías Zambrano, Araceli Galiano-Coronil, Rafael Ravina-Ripoll. Business and Energy Efficiency in the Age of Industry 4.0: The Hulten, Broweus and Van Dijk Sensory Marketing Model Applied to Spanish Textile Stores during the COVID-19 Crisis. Energies. 2021; 14 (7):1966.

Chicago/Turabian Style

Gloria Jiménez-Marín; Rodrigo Elías Zambrano; Araceli Galiano-Coronil; Rafael Ravina-Ripoll. 2021. "Business and Energy Efficiency in the Age of Industry 4.0: The Hulten, Broweus and Van Dijk Sensory Marketing Model Applied to Spanish Textile Stores during the COVID-19 Crisis." Energies 14, no. 7: 1966.

Journal article
Published: 30 March 2021 in International Journal of Environmental Research and Public Health
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The growing number of children who are obese or overweight in certain countries or geographical areas is a fact, as evidenced by the continuous studies and reports on the subject, endorsed or carried out by the World Health Organisation and independent research. In this context, food and beverage advertising can contribute to this. The main objective of this research is to evaluate compliance with the Food and Drink Advertising Code for Children (PAOS Code) in Spain and its relationship with nutritional habits on television, specifically on channels aimed at children. The methodology is therefore mixed: on the one hand, a qualitative technique based on discourse analysis and, on the other, a quantitative technique based on the content analysis of the advertising broadcast for seven consecutive days on three specialised channels and two generalist channels on Spanish television. The results reveal a systematic noncompliance with this code, which translates into inadequate eating habits among children. The immediate conclusion is that 9 out of 10 parts of food and drink advertising do not comply with any of the rules of the PAOS Code and that self-regulation by the advertising companies is negligible and insufficient.

ACS Style

Rodrigo Elías Zambrano; Gloria Jiménez-Marín; Araceli Galiano-Coronil; Rafael Ravina-Ripoll. Children, Media and Food. A New Paradigm in Food Advertising, Social Marketing and Happiness Management. International Journal of Environmental Research and Public Health 2021, 18, 3588 .

AMA Style

Rodrigo Elías Zambrano, Gloria Jiménez-Marín, Araceli Galiano-Coronil, Rafael Ravina-Ripoll. Children, Media and Food. A New Paradigm in Food Advertising, Social Marketing and Happiness Management. International Journal of Environmental Research and Public Health. 2021; 18 (7):3588.

Chicago/Turabian Style

Rodrigo Elías Zambrano; Gloria Jiménez-Marín; Araceli Galiano-Coronil; Rafael Ravina-Ripoll. 2021. "Children, Media and Food. A New Paradigm in Food Advertising, Social Marketing and Happiness Management." International Journal of Environmental Research and Public Health 18, no. 7: 3588.

Journal article
Published: 01 November 2020 in El Profesional de la información
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In a context in which the audience is considered to be addicted to their mobile and multi-screen devices, the combination between instant messaging, television, and social networks is very interesting regarding the interaction and social participation with content. This effect is also driven by television itself, which has begun to strategically introduce participation within the content itself to give prominence to the audience. Television is enjoying a moment of splendor that is full of opportunities for new businesses. It is of great interest to analyze and study the level of interaction and participation of millennial audiences with past political elections, through the study of not only social networks but also other screens, especially television. In this research, the behavior of young Spanish university students regarding television and digital political content is analyzed to determine their preferences and the effectiveness of the content regarding their vote. The main aim is to determine the level of social participation and interaction of these audiences with political messages on networks and television, and whether such behavior affects their voting decisions. To this end, a survey was carried out in various Spanish autonomous communities to confirm whether differences were present. Resumen En un contexto en el que el espectador es considerado adicto a sus dispositivos móviles y multipantallas, la combinación entre mensajería instantánea, televisión y redes sociales resulta interesante para analizar la interacción y la compartición de contenidos. Ese panorama también viene impulsado por la propia televisión, que ha empezado a introducir de manera estratégica la participación dentro de los propios contenidos con el fin de dar protagonismo al espectador. La televisión vive un momento de esplendor y lleno de oportunidades con nuevos negocios. Bajo esta premisa, resulta de gran interés analizar y estudiar el nivel de interacción y de participación que han tenido las audiencias millennials en las pasadas elecciones políticas, no sólo en redes sociales, sino también por medio de otras pantallas, especialmente la televisiva. Se analiza el comportamiento de jóvenes universitarios españoles respecto a los contenidos políticos televisivos y digitales para conocer sus preferencias y la efectividad de los mismos en relación al voto. La idea principal es conocer cómo ha sido el nivel de participación e interacción que han tenido respecto a los mensajes políticos en redes y en televisión, y si su comportamiento ha tenido o no un efecto en sus decisiones dentro de las urnas. Para ello se ha utilizado la encuesta como herramienta principal en varias comunidades autónomas con el objetivo de comprobar si hay diferencias entre ellas para el objeto de estudio.

ACS Style

Cristina González-Oñate; Gloria Jiménez-Marín; Paloma Sanz-Marcos. Consumo televisivo y nivel de interacción y participación social en redes sociales: Análisis de las audiencias millennials en la campaña electoral de España. El Profesional de la información 2020, 1 .

AMA Style

Cristina González-Oñate, Gloria Jiménez-Marín, Paloma Sanz-Marcos. Consumo televisivo y nivel de interacción y participación social en redes sociales: Análisis de las audiencias millennials en la campaña electoral de España. El Profesional de la información. 2020; ():1.

Chicago/Turabian Style

Cristina González-Oñate; Gloria Jiménez-Marín; Paloma Sanz-Marcos. 2020. "Consumo televisivo y nivel de interacción y participación social en redes sociales: Análisis de las audiencias millennials en la campaña electoral de España." El Profesional de la información , no. : 1.

Journal article
Published: 01 October 2020 in INDEX COMUNICACION
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This article analyzes the practice and consumption of surfing in Spain in order to broaden the study of the Spanish surfer from a consumption perspective. Through a methodology of qualitative approach based on the realization of a panel of experts with the eight most representative managers of Spanish surfing brands and the celebration of four focus groups integrated by Spanish surfers, it is intended to know if both the practice as the consumption of this activity implies some kind of social implication in its condition as a space for collective identification. The results indicate that, although it is a fully socially developed sport, there is no evidence that its practice motivates or strengthens social ties between Spanish surfers.

ACS Style

Paloma Sanz-Marcos; Universidad De Cádiz; Gloria Jiménez-Marín; Universidad De Sevilla. Estudio del comportamiento de consumo del surfista español. Una aproximación desde la perspectiva profesional. INDEX COMUNICACION 2020, 10, 241 -259.

AMA Style

Paloma Sanz-Marcos, Universidad De Cádiz, Gloria Jiménez-Marín, Universidad De Sevilla. Estudio del comportamiento de consumo del surfista español. Una aproximación desde la perspectiva profesional. INDEX COMUNICACION. 2020; 10 (1):241-259.

Chicago/Turabian Style

Paloma Sanz-Marcos; Universidad De Cádiz; Gloria Jiménez-Marín; Universidad De Sevilla. 2020. "Estudio del comportamiento de consumo del surfista español. Una aproximación desde la perspectiva profesional." INDEX COMUNICACION 10, no. 1: 241-259.

Preprint content
Published: 01 September 2020
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Healthy living habits are the basis for optimal development in children and advertising can affect, positively or negatively, the maintenance of some of these habits. The analysis of food and drink advertising aimed at children during the enhanced protection zone is evidence of the growing problem of obesity in the child population generated through the food industry. The aim of this study is to assess the levels of compliance with the Code of Food and Drink Advertising to Children (Code PAOS). The methodology used was discourse and content analysis. For this purpose, a sample obtained through the recording, during 7 consecutive days, of the content of the advertising cuts in the television broadcast in Spain of three specialized and two generalist channels: Disney Channel, Neox and Boing, on the one hand, and Telecinco and Antena3, on the other. The reason for their choice is that they are the channels, within this segment, with the highest audience ratings. Specifically, the sample was obtained during week from the 12th to the 18th of December 2018.The results reveal a systematic breach of this code that persuades the vulnerable conscience of children through a business network that far from promoting healthy living habits, they cause malnutrition in society. The immediate conclusion is that 9 out of 10 parts of the Food and Beverage Advertising (FBA) did not comply with any of the PAOS Code standards and that self-regulation by advertising companies seems insignificant.

ACS Style

Gloria_Jimenez Jimenez-Marin; Jesus Delgado Garcia; Irene Garcia Medina. Children, media and food. Food advertising aimed at children audience in Spanish TV. 2020, 1 .

AMA Style

Gloria_Jimenez Jimenez-Marin, Jesus Delgado Garcia, Irene Garcia Medina. Children, media and food. Food advertising aimed at children audience in Spanish TV. . 2020; ():1.

Chicago/Turabian Style

Gloria_Jimenez Jimenez-Marin; Jesus Delgado Garcia; Irene Garcia Medina. 2020. "Children, media and food. Food advertising aimed at children audience in Spanish TV." , no. : 1.

Journal article
Published: 14 August 2020 in International Journal of Interactive Mobile Technologies (iJIM)
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— In these days of online commerce, we need to know the real behavior of consumers in physical stores: the points of sale must anticipate the purchasing decisions of consumers in order to be able to offer the best buying experience as well as tailor the marketing variables to the specific needs of each consumer. This is where retail intelligence emerges, especially in the textile industry, as a potential technology that makes use of extremely large data sets (“big data”) to engage potential customers better in order to increase company sales. The objective of this study is to show how big data can be effectively leveraged for direct and clear commercial purposes in textile stores. The development of research is based on the analysis of the application of systematic observation of consumer behavior in three main streets in Spain known for textile retail stores and interpreting their differences. The results show that data collected through various point-of-sale devices have a significant influence on retail revenue. The differences between commercial areas and the relative attractiveness of the textile trade in different cities are also borne out by the results. The main conclusions point to the need to improve the profitability of textile fashion stores on the back of promotional tactics that focus on the number of estimated customers and the possibilities of selling to them. All of the aforesaid have a significant influence on how advertising planning is carried out for retail stores.

ACS Style

Gloria Jiménez Marín; Paloma Sanz Marcos; Irene Garcia Medina; Patricia Margarida Farias Coelho. How Big Data Collected Via Point of Sale Devices in Textile Stores in Spain Resulted in Effective Online Advertising Targeting. International Journal of Interactive Mobile Technologies (iJIM) 2020, 14, 65 -77.

AMA Style

Gloria Jiménez Marín, Paloma Sanz Marcos, Irene Garcia Medina, Patricia Margarida Farias Coelho. How Big Data Collected Via Point of Sale Devices in Textile Stores in Spain Resulted in Effective Online Advertising Targeting. International Journal of Interactive Mobile Technologies (iJIM). 2020; 14 (13):65-77.

Chicago/Turabian Style

Gloria Jiménez Marín; Paloma Sanz Marcos; Irene Garcia Medina; Patricia Margarida Farias Coelho. 2020. "How Big Data Collected Via Point of Sale Devices in Textile Stores in Spain Resulted in Effective Online Advertising Targeting." International Journal of Interactive Mobile Technologies (iJIM) 14, no. 13: 65-77.

Journal article
Published: 14 July 2020 in International Journal of Environmental Research and Public Health
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Eating Disorders (ED) and obesity are a pandemic in developed and developing societies. In 2018, Spanish Ministry of Health and Consumption reported data on obesity (15%) and ED (12%). Spain thus ranks fifth among European countries in childhood obesity, with the highest incidence in the 6–12-year-age group. Many studies point to media as one of the contributing elements to this growth. In this sense, it should be noted that Spanish children are exposed to an average of 9000 television commercials per year and the vast majority of these are for food and beverage products of little or no nutritional value. Educommunication becomes essential here, since media have the capacity to educate, prevent and influence the behaviour as part of their social marketing strategies and within the happiness management philosophy. The aim of this paper is to analyse food and beverage advertising on mobile devices aimed at children. The methodology used includes a content analysis, a survey, and focus groups. The results show that many of the food products are bought or ordered as a direct result of advertising. The main conclusions point to the need to regulate the messages transmitted in order to guide the social function of media so that public health and happiness can be improved.

ACS Style

Gloria Jiménez-Marín; Rodrigo Elías Zambrano; Araceli Galiano-Coronil; Rafael Ravina-Ripoll. Food and Beverage Advertising Aimed at Spanish Children Issued through Mobile Devices: A Study from a Social Marketing and Happiness Management Perspective. International Journal of Environmental Research and Public Health 2020, 17, 5056 .

AMA Style

Gloria Jiménez-Marín, Rodrigo Elías Zambrano, Araceli Galiano-Coronil, Rafael Ravina-Ripoll. Food and Beverage Advertising Aimed at Spanish Children Issued through Mobile Devices: A Study from a Social Marketing and Happiness Management Perspective. International Journal of Environmental Research and Public Health. 2020; 17 (14):5056.

Chicago/Turabian Style

Gloria Jiménez-Marín; Rodrigo Elías Zambrano; Araceli Galiano-Coronil; Rafael Ravina-Ripoll. 2020. "Food and Beverage Advertising Aimed at Spanish Children Issued through Mobile Devices: A Study from a Social Marketing and Happiness Management Perspective." International Journal of Environmental Research and Public Health 17, no. 14: 5056.

Journal article
Published: 26 June 2020 in Revista Internacional de Relaciones Públicas
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The difference between public relations and marketing lies essentially in its purpose: while marketing seeks to satisfy the economic needs of the company in the market, public relations pursue the confluence of interests of the organization in its environment and, as a consequence, optimal results in terms of public perception. Despite this distinction, the link between public relations and marketing has sparked broad theoretical debates, essentially reactive, from the relational postulates. While, from the perspective of public relations, the managerial character of public relations is emphasized as a directive function and the academic and professional difference between one discipline and another is deepened, from the postulates of marketing, it is naturally assumed that Public relations is a more integrated technique in the P of Marketing Mix promotion. The integrated management model "Marketing Public Relations" (Kitchen and Moss, 1995 and Papasolomou and Melanthiou, 2012), aimed at increasing efficiency in organizational management through the combination of public relations techniques and marketing techniques synergistically (Hutton, 1996 and Haywood, 1998), has been surpassed in recent years by new models, mainly corporate, focused on the systematic incorporation of specific public relations techniques along with those of merchandising and retail, under strategic postulates. Under this approach, through a qualitative methodological design, based on the concept of intra-method methodological triangulation that combines the case study method (2019 Mother's Day Campaign at the Spanish distribution company El Corte Inglés) and the use of secondary data sources (both bibliographic documents and documents of the organization under study), this article aims to analyze this emerging reality to conclude with the proposal of a comprehensive management model based on the concept of "Public Relations-Merchandising". The results derived from the study allow us to identify an integrated corporate model for managing public perception (and business reputation) and sales through the strategic use of commercial space and retail (merchandising). In this way, a new management model emerges, the “Public Relations Merchandising” model that pivots on four basic variables: - Issuer: companies are organizations and, as such, public relations can contribute to the development of their mission in society, mainly related to the generation of economic objectives derived from the sales process). - Recipient: understanding the client as a stakeholder implies that the company acquires a commitment to corporate behavior that necessarily responds to the expectations and interests of its buyers and consumers. These should be conceived as a key piece that underpins the organizational life and around which the company must build and develop (Pulido, 2017). - Context and message: the enormous growth of competition and the dizzying evolution of the purchasing process forces organizations to manage the shopping experience from relational postulates. The convergence of public relations and merchandising techniques drive a constant dialogue with customers through the profitability of the commercial space. It is possible to conclude that the integrated management of public relations applied to merchandising entails achieving a balance with the public, which, in turn, results in optimal levels of perception of the points of sale, the products and suppliers themselves, and even to buyers and consumers.

ACS Style

Gloria Jimenez-Marin; Marta Pulido-Polo; Maria Mateos-Marin. Public relations-merchandising o la emergencia de un nuevo modelo de gestión organizacional: el caso El Corte Inglés. Revista Internacional de Relaciones Públicas 2020, 10, 133-156 .

AMA Style

Gloria Jimenez-Marin, Marta Pulido-Polo, Maria Mateos-Marin. Public relations-merchandising o la emergencia de un nuevo modelo de gestión organizacional: el caso El Corte Inglés. Revista Internacional de Relaciones Públicas. 2020; 10 (19):133-156.

Chicago/Turabian Style

Gloria Jimenez-Marin; Marta Pulido-Polo; Maria Mateos-Marin. 2020. "Public relations-merchandising o la emergencia de un nuevo modelo de gestión organizacional: el caso El Corte Inglés." Revista Internacional de Relaciones Públicas 10, no. 19: 133-156.

Preprint content
Published: 06 April 2020
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Healthy lifestyle habits provide the basis for optimal development in minors and advertising can affect, positively or negatively, the maintenance of certain of these habits. Even more, the advertising directly related to food. Therefore, this text aims to assess the levels of compliance with the Code of Advertising for Food and Beverages Directed to Minor Children (PAOS Code) during 2018. Analyzing the advertising of food and beverages aimed at children during the protection strip reinforced is evidence of the growing problem of obesity in the child population generated through the food industry. This investigation analyzed a sample obtained through the recording, for 7 days, of the content of commercial breaks in the television broadcast of specialized and generalist channels in Spain with higher audience rates. In this regard, the data reveal a systematic breach of this code that persuades the vulnerable conscience of infants through a business fabric that far from promoting healthy living habits cause malnutrition in society.

ACS Style

Gloria_Jimenez Jimenez-Marin; Jesus Delgado Garcia; Irene Garcia Medina. Children, media and food. Food advertising aimed at children audience in Spanish TV. 2020, 1 .

AMA Style

Gloria_Jimenez Jimenez-Marin, Jesus Delgado Garcia, Irene Garcia Medina. Children, media and food. Food advertising aimed at children audience in Spanish TV. . 2020; ():1.

Chicago/Turabian Style

Gloria_Jimenez Jimenez-Marin; Jesus Delgado Garcia; Irene Garcia Medina. 2020. "Children, media and food. Food advertising aimed at children audience in Spanish TV." , no. : 1.

Journal article
Published: 26 February 2020 in Revista Latina de Comunicación Social
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Introducción: Momentos convulsos y de cambio definen el contexto político catalán. El tema de la independencia monopoliza la cobertura mediática de España y el Centro de Investigaciones Sociológicas (CIS) constata un aumento sin precedentes de la preocupación ciudadana (2017). Metodología: Se analiza la hibridación entre agendas (política, mediática y pública) a partir de una muestra específica de 526 tweets de candidatos independentistas y constitucionalistas, 107 portadas de prensa y 4 informes del CIS, con objeto de conocer la equivalencia de temas y los efectos en la población. Resultados: El asunto de Cataluña es el tema protagonista en Twitter, en las portadas de prensa y un 29% de los españoles, lo sitúa como primer problema en las encuestas. En paralelo, el frame de conflicto se sitúa como eje del discurso. Discusión y conclusiones: Se confirma la proyección de la agenda política digital en la agenda setting, así como la influencia en la decisión y prioridad de los asuntos de interés público, registrados en los sondeos poblacionales. Un efecto que se agudiza especialmente en situaciones de conflicto político, vinculadas al Proceso de Independencia de Cataluña.

ACS Style

Concha Pérez Curiel; Gloria Jiménez Marín; Irene García Medina. Influencia de agendas y estudio de framing en el marco electoral del Procés de Cataluña. Revista Latina de Comunicación Social 2020, 27 -51.

AMA Style

Concha Pérez Curiel, Gloria Jiménez Marín, Irene García Medina. Influencia de agendas y estudio de framing en el marco electoral del Procés de Cataluña. Revista Latina de Comunicación Social. 2020; (75):27-51.

Chicago/Turabian Style

Concha Pérez Curiel; Gloria Jiménez Marín; Irene García Medina. 2020. "Influencia de agendas y estudio de framing en el marco electoral del Procés de Cataluña." Revista Latina de Comunicación Social , no. 75: 27-51.

Journal article
Published: 13 September 2019 in Vivat Academia
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El marketing sensorial comprende una serie de decisiones estratégicas dirigidas a la estimulación de los sentidos en el público. Cuando estas decisiones se toman sobre el propio punto de venta, el público logra una experiencia completa que le acerca más aún al producto frente al que se sitúa, fomentando de este modo su compra final. Por ello, los establecimientos que emplean de manera adecuada este tipo de técnicas consiguen consolidar una experiencia de compra altamente satisfactoria apuntando al nivel subconsciente de los sentidos. No obstante, se deben tener en cuenta una serie de consideraciones a la hora de implementarlas para conseguir los objetivos deseados, teniendo presente los avances en el ámbito de la neurociencia. En el presente texto se realiza una exploración en el concepto de marketing sensorial, señalando sus distintas tipologías y posibilidades de aplicación. Se describe, en primer lugar, el potencial de los cinco sentidos como vías a través de las cuales dejar un recuerdo en el consumidor. Luego, se especifican las técnicas de medición y las pautas de implantación del marketing sensorial y, finalmente, se detalla el proceso de compra que sigue el cliente en el establecimiento, indicando cómo podría estimularse la compra final con una estrategia que se dirigiese a los sentidos del consumidor.

ACS Style

Gloria Jiménez Marín; Elena Bellido-Pérez; Ángela López-Cortés. Marketing sensorial: el concepto, sus técnicas y su aplicación en el punto de venta. Vivat Academia 2019, 121-147 .

AMA Style

Gloria Jiménez Marín, Elena Bellido-Pérez, Ángela López-Cortés. Marketing sensorial: el concepto, sus técnicas y su aplicación en el punto de venta. Vivat Academia. 2019; (148):121-147.

Chicago/Turabian Style

Gloria Jiménez Marín; Elena Bellido-Pérez; Ángela López-Cortés. 2019. "Marketing sensorial: el concepto, sus técnicas y su aplicación en el punto de venta." Vivat Academia , no. 148: 121-147.

Journal article
Published: 05 June 2019 in The Journal of Social Sciences Research
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Western political debate, like other areas, has entered the digital world. Political actors have had to adapt to new communication strategies linked to technology in general and to social networks in particular. A new debate has opened that has provoked changes in the traditional system of political communication with its different audiences. Thus, the configuration of negotiation and dominance in democratic systems is linked to technological change. This research aims to provide a descriptive interpretation of the role of social networks, specifically Facebook, by the Popular Party to win the elections of June 26, 2016 in Spain. How the strategies of microtargeting, data mining and geolocation were hollowed out in order to capture the indecisive vote and thus obtain the seats necessary to expand the electoral advantage. To this end, a comparison will be made with Barack Obama’s campaigns in 2008 and especially 2012, which were also carried out by The Messina Group (TMG) and whose results were a great success. The results show that Facebook is one of the social networks more successfully used in the campaigns.

ACS Style

Rodrigo Elías Zambrano; Milagros Expósito Barea; Gloria Jiménez Marín; Irene García Medina. Microtargeting and Electoral Segmentation in Advertising and Political Communication Through Social Networks: Case Study. The Journal of Social Sciences Research 2019, 1052 -1059.

AMA Style

Rodrigo Elías Zambrano, Milagros Expósito Barea, Gloria Jiménez Marín, Irene García Medina. Microtargeting and Electoral Segmentation in Advertising and Political Communication Through Social Networks: Case Study. The Journal of Social Sciences Research. 2019; (56):1052-1059.

Chicago/Turabian Style

Rodrigo Elías Zambrano; Milagros Expósito Barea; Gloria Jiménez Marín; Irene García Medina. 2019. "Microtargeting and Electoral Segmentation in Advertising and Political Communication Through Social Networks: Case Study." The Journal of Social Sciences Research , no. 56: 1052-1059.

Journal article
Published: 01 January 2019 in adComunica
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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.

ACS Style

Paloma Sanz-Marcos; Gloria Jiménez Marín; Rodrigo Elías-Zambrano. La incorporación de la figura del influencer en las campañas publicitarias: Consecuencias para las agencias de publicidad españolas. adComunica 2019, 63 -86.

AMA Style

Paloma Sanz-Marcos, Gloria Jiménez Marín, Rodrigo Elías-Zambrano. La incorporación de la figura del influencer en las campañas publicitarias: Consecuencias para las agencias de publicidad españolas. adComunica. 2019; (18):63-86.

Chicago/Turabian Style

Paloma Sanz-Marcos; Gloria Jiménez Marín; Rodrigo Elías-Zambrano. 2019. "La incorporación de la figura del influencer en las campañas publicitarias: Consecuencias para las agencias de publicidad españolas." adComunica , no. 18: 63-86.

Journal article
Published: 16 July 2018 in Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias
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La entrada en vigor de la Ley 8/2009 de Financiación de la Corporación de Radio y Televisión Española supuso la introducción de un nuevo formato de financiación para la radiotelevisión pública de España. Una de las medidas más relevantes de esta ley fue la eliminación de la publicidad en Televisión Española, la cual implicó una considerable reducción de capital en las arcas de la corporación pública. En este trabajo se parte de la hipótesis de que Televisión Española incumple en reiteradas ocasiones las limitaciones de esta ley. A través del caso de MasterChef se ejemplifican y analizan sucesos en los que Televisión Española, bajo las etiquetas de colaboraciones o patrocinio cultural, introduce publicidad ilícita en sus programas, dejando de ese modo en desventaja a las cadenas privadas e induciendo al público a error sobre la naturaleza de los mensajes informativos-publicitarios.Para ello se realiza un análisis crítico de los discursos del programa, de los cuales se extraen conclusiones muy acordes a la hipótesis de partida que incitan a pensar en la inminente necesidad de reforma de los mecanismos de control o las fórmulas de financiación de la televisión pública de España.

ACS Style

María Gallardo Rodríguez; Rodrigo Elías Zambrano; Gloria Jiménez-Marín. La publicidad en Televisión Española tras la ley 8/2009 de Financiación de la Corporación de Radio y Televisión Española. Análisis a través del caso "MasterChef.". Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias 2018, 12, 53 -74.

AMA Style

María Gallardo Rodríguez, Rodrigo Elías Zambrano, Gloria Jiménez-Marín. La publicidad en Televisión Española tras la ley 8/2009 de Financiación de la Corporación de Radio y Televisión Española. Análisis a través del caso "MasterChef.". Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias. 2018; 12 ():53-74.

Chicago/Turabian Style

María Gallardo Rodríguez; Rodrigo Elías Zambrano; Gloria Jiménez-Marín. 2018. "La publicidad en Televisión Española tras la ley 8/2009 de Financiación de la Corporación de Radio y Televisión Española. Análisis a través del caso "MasterChef."." Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias 12, no. : 53-74.

Journal article
Published: 25 June 2018 in Educação & Linguagem
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Compreender a televisão como uma mera entidade de entretenimento é um conceito obsoleto. A definição tradicional da mídia com um propósito informativo também é pequena. No século XXI, damos um passo adiante: afirmamos que, além de informar e divertir, a mídia e, no caso que nos interessa, a televisão, forma. Educa. Portanto, começamos a partir da revisão da literatura existente, a partir de uma perspectiva de publicidade, para fazer uma análise da grade focada em alguns casos concretos comparáveis na televisão espanhola. E observamos como isso afeta à estratégia dos meios publicitários.

ACS Style

Rodrigo Elías Zambrano; Gloria Jiménez-Marín; Irene García Medina. Educomunicación, televisión y valores. Análisis de la programación desde una óptica publicitaria. Educação & Linguagem 2018, 21, 95 -107.

AMA Style

Rodrigo Elías Zambrano, Gloria Jiménez-Marín, Irene García Medina. Educomunicación, televisión y valores. Análisis de la programación desde una óptica publicitaria. Educação & Linguagem. 2018; 21 (1):95-107.

Chicago/Turabian Style

Rodrigo Elías Zambrano; Gloria Jiménez-Marín; Irene García Medina. 2018. "Educomunicación, televisión y valores. Análisis de la programación desde una óptica publicitaria." Educação & Linguagem 21, no. 1: 95-107.

Book chapter
Published: 24 January 2018 in Entrepreneurship - Development Tendencies and Empirical Approach
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The Entrepreneurship in Communication as an Educational- Learning Method: University Teaching and Educommunication | InTechOpen, Published on: 2018-01-24. Authors: Gloria Jiménez-Marín, Rodrigo Elías Zambrano and Elena Bellido- Pérez

ACS Style

Gloria Jiménez-Marín; Rodrigo Elías Zambrano; Elena Bellido-Pérez. The Entrepreneurship in Communication as an Educational- Learning Method: University Teaching and Educommunication. Entrepreneurship - Development Tendencies and Empirical Approach 2018, 1 .

AMA Style

Gloria Jiménez-Marín, Rodrigo Elías Zambrano, Elena Bellido-Pérez. The Entrepreneurship in Communication as an Educational- Learning Method: University Teaching and Educommunication. Entrepreneurship - Development Tendencies and Empirical Approach. 2018; ():1.

Chicago/Turabian Style

Gloria Jiménez-Marín; Rodrigo Elías Zambrano; Elena Bellido-Pérez. 2018. "The Entrepreneurship in Communication as an Educational- Learning Method: University Teaching and Educommunication." Entrepreneurship - Development Tendencies and Empirical Approach , no. : 1.