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Author: PINO ROMERO CRISTINA DEL.
Year: 2003.
University: MÁLAGA [www.uma.es].
Place of defense: FACULTAD DE CIENCIAS DE LA COMUNICACIÓN.
Place of preparation: FACULTAD DE CIENCIAS DE LA COMUNICACIÓN.

Summary: The Doctoral thesis is divided into three parts in which we studied and analyzed the pattern known as product placement advertising (product placement or sponsorship of production). The first of these takes place closer to the context in which investigates advertising this way: fiction series. After a reference to the U.S. case, it analyzes the Spanish series from the mid-70 until today. It also explores the concept of product placement itself and its implementation in production audiovisulaes of our country. It also examines the legal status of this form of communication and key business models that have been created around it. The second part focuses on the study of the most significant aspects -génesis, thematic scenarios and personajes- of the six rounds which are the subject of our study: Pharmacy Guard, Full please Medical Family, The Super, Al salir Classroom and Journalists. In the third and final part, carried out a detailed analysis of the placement of product under the heading "Applied Research", which turns the personal highlight of the 2,047 cases of trademark presence found in the series. All cases of product placemente are analyzed from five points of view or fundamental dimensions: senctorial (sectors and product categories in this most common form of communication), temporal (duration of the sites on the screen and its evolution over time) , location (relevance of the product placed in the composition of the plane), contextual (relationship between trademarks or products and contextual elements: characters, settings, umlauts) and typological (most common type of location and effective: running, hyperactive, liabilities and verbal). The thesis presents a new methodology, results enlightening and useful for the advertising sector players.

Author: MONSERRAT GAUCHI JUAN M..
Year: 2004.
University: CARDENAL HERRERA CEU [www.uch.ceu.es].
Place of defense: FACULTAD DE CIENCIAS SOCIALES Y JURÍDICAS.
Place of preparation: UCH-CEU, FACULTAD DE CIENCIAS SOCIALES Y JURÍDICAS.

Summary: The object of study of the Doctoral Thesis is the company understood as a franchise organization. The thesis focuses specifically on the study of communication systems and processes in the organization franchise. It deals with the study of the following items: The distribution and its relationship with the franchise, the phenomenon of the franchise: taxonomy, law, definitions, formulas commercial forthcoming. Besides the evolution of the franchise in Spain, relations between different disciplines of communication and the franchise, and examine the different models of communication companies that franchise, and more specifically on inter-communication of the plant with its three objectives : franchisees current and potential customer or end-user. OBJECTIVES The goal of heading sintezida follows: Demonstrate the need for a specific model of management communication for the advertising company franchise; design, implement and validate. This is a qualitative study of a sample of companies previously selected (participant observation). In addition, it carries out a quantitative survey of a sample of 205 companies that franchise selected from different sectors of activity on the basis of three variables previously defined. The conclusions reached, among others, are: * Techniques for commercial communications, including advertising, require a special management business franchise. * The launch of the model analysis and management communications previously ad hoc franchise for the company, contributing significantly to the success in the market.

Author: LOPEZ FONT LORENA.
Year: 2004.
University: JAUME I DE CASTELLON [www.uji.es].
Place of defense: FACULTAD CIENCIAS HUMANAS Y SOCIALES.
Place of preparation: FACULTAD CIENCIAS HUMANAS Y SOCIALES.

Summary: This research is organized around three thoughts about the concept of agency "Advertising Agency", specifically, its meaning as name, esdecir, their genetic evolution as a concept along with the companies that has been given to live. Its significance as a company, namely their structure characterization as a profitable business. And its meaning attached to the adjective "local", ie reflection regarding the appropriateness of placing the adjective "local" concept behind the "Advertising agency." With this scheme is developed part documentary work, which continues the investigation itself from 19 in-depth interviews with major advertising agencies Valencia, as variable reputation and leadership. The synthesis of the findings is the location of seven types of media company highly differentiated among themselves over the sample. After the field work was also located, the new structures of the advertising business in the Valencia region, and reflects, criticizes and reformulates the concept "of local advertising agency." This research is conducted between the years 2003 and 2005. (Lfont@fis.uji.es)

Author: Ketiti Awatef.
Year: 2004.
University: VALENCIA [www.uv.es].
Place of defense: Facultat de filologia.
Place of preparation: FACULTAT DE FILOLOGIA.

Summary: This thesis is entitled "Practice communication and gender relations: order symbolic representations and construction of femininity and masculinity in the Arab world." Traffic in the construction of gender identities through the practice of social communication devices and discusses some social tale as language, the scientific output of the founding texts of cultural identities and sexual communication. Case Study of the Arab and Muslim culture and focus on the religious aspect and the crucial importance of the speech of the Koran in the construction of social communication sexual. It also communicative behaviors of men and the mujerse in Tunisia, and especially of young university students of both sexes. Study shaping the symbolic order related differential socialization of the sexes, the construction of representations of gender identities and the construction of the male and female worlds through communicational practices.

Author: RAMOS SOLER IRENE.
Year: 2005.
University: ALICANTE [www.ua.es].
Place of defense: FACULTAD DE CIENCIAS ECONÓMICAS Y EMPRESARIALES.
Place of preparation: FACULTAD DE CIENCIAS ECONÓMICAS Y EMPRESARIALES.

Summary: The main objective of this dissertation is to analyze the self perceptions of age and use lifestyle as a criterion for segmenting the market for people older than 65 years, to implement the findings to the design of communication advertising. Advertising reflects lifestyles and values. Know and segmenting the market for larger under this criterion allows the adequacy of advertising messages to this demographic group, getting an improvement in the perceived image and self-perceived through media advertising and greater effectiveness in the outcome of campaigns advertising.

Author: MENDEZ MARTINEZ MANUEL.
Year: 2005.
University: VALENCIA [www.uv.es].
Place of defense: FACULTAT D'ECONOMIA.
Place of preparation: FACULTAT D'ECONOMIA.

Summary: The relationship between participation and design of the organization is relevant to the direction of the company. The development of a theoretical framework that could identify and examine the key organizational dimensions in which they can insert analysis of the basic problems in the design of the organization, is a goal which has been given considerable interest in the literature of our field study. The fundamental objective of this paper is to review the concept of participation, models and design variables, and then integrate them into a proposal for rlaciones. This proposal will be contrasted relations empirically using secondary data regarding the sector flooring and tile.

Author: ALFARO PEREZ JORGE LUIS.
Year: 2005.
University: POLITÉCNICA DE MADRID [www.upm.es].
Place of defense: E.T.S. ING. TELECOMUNICACIONES.
Place of preparation: E.T.S. ING. TELECOMUNICACIONES.

Summary: In a context of ongoing question about the impact of the IS / ICT in organizational performance, this research takes a position focused on the "information", seen as an organizational capabilities of strategic value in the contemporary organization. It postulates that the effective use and management of information have the potential to create value for the business, noting the IS / ICT elements as enablers in action with complementary innovations organizational and human factors. In other words, arises that is not the sole investment, endowment and / or use of the IS / ICT which affects the performance of the company, but it is the organizational ability of effective use and management of information, erected as dynamic people-centered, which would participate in the creation of value to the business. This approach is explained on the grounds: (i) organizations, independent of the area in which desenvuelvan, will become increasingly information-intensive, which does not necessarily mean they become more intensive technologies associated with it, (ii ) IS / ICT by themselves are unlikely to be a source of sustained competitive advantage, and (iii) has been observed more of a focus on investment and deployment of "systems" and "technology", adjetivadas "information", more that information itself. In this context, this research represents a careful and systematic effort that contributes to the understanding of the role of information in the organization from the perspective of organizational capabilities. For this purpose, it has developed a conceptual basis limited to three areas of knowledge: (i) Strategic Direction and Outlook Resources and Capabilities (Chapter 2), (ii) Business Value of IS / ICT (Chapter 3), (iii) Information Management Officer (Chapter 4). These three areas of knowledge supporting the development of the concept "Organizational Capacity Information", defined as repetitive patterns of group activities through which the organization develops an effective administration and use of information, as a result of the complementary and synergistic action technological factors, human and organizational. From a theoretical perspective, it presents a contribution to the theory of resources and capabilities, supporting the view that the performance of an organization is a function of a strategy based on sophisticated capabilities not imitables and "embedded" within the organization. In this sense, the main contribution of the research lies in the nomination and evaluation of a model that shows a relationship between resources and capabilities related to information, organizational performance and business strategy. The empirical results suggest that this model observed behavior mediation total. That is, the participation of the "Organizational Capacity Information" in organizational performance seen action intermediate and / or aligned to the business strategy. From a practical perspective, this research provides additional understanding of "why" some companies saw no benefits as a result of its investment in IS / ICT. Noting the empirical evidence, this study emphasizes that senior management companies must make more than just investing in IS / IT but must observe the conversion of these assets investment in IS / ICT (resources and capabilities), in which follow-up with other resources and capabilities of the organization participate in the success of the business strategy, which ultimately affect the attainment of a higher organizational performance.

Author: MEDINA QUINTERO JOSE MELCHOR.
Year: 2005.
University: POLITÉCNICA DE MADRID [www.upm.es].
Place of defense: E.T.S. ING. TELECOMUNICACIONES.
Place of preparation: E.T.S.I. TELECOMUNICACIONES.

Summary: An information system (IS) is defined for purposes of this research as a set of interrelated components which include hardware, software and orgware that capture, store, process and distribute information to support decision making, control, analysis and vision in an institution. The ability for immediate access to data is critical in understanding the decision-making process and requires the collection, storage and analysis of large amounts of information. Companies are more toward the future, considering new strategies for the development of human resources and IT, with an almost immediate adaptation to the new market requirements in a more flexible manner, considering the automation of the office and the activities that it implies have gone from being a simple tool for working with a team of elite indispensable to the user. The SI have become essential for organizations, the emerging need to evaluate the proposal to determine its effectiveness and factors with the greatest impact on the institutions and users. This investigation aims to determine the attributes, implementation factors and dimensions of success of the SI have the greatest impact on the performance of individual users, as well as the approach and empirical study of a theoretical model evaluation. It takes place in six Institutions University in Mexico. The methodological process followed to achieve the objectives described above, consists of the review of the state of art (books by authors recognized scientific journals and serials, World Wide Web and official documents) in order to capture the most studied by researchers. Then there is a problem, objectives, research questions and hypotheses, consequently, defines the theoretical model of research and the method for doing this (operationalization of variables, validation of the instrument used, pilot study) to finish with the final application the questionnaire and begin the empirical study that will allow answer research questions and hypotheses, creating the findings, conceptual inputs and future lines of inquiry. The results show that most of the 33 assumptions made, 24 were significant (72.72%) and 9 have no significance (27.28%), with 64.5% of the variance explained. The most important attributes that affect the final evaluation as background performance of users for its high ratio path standardized and significance, are the attributes with Factor Organizational Resources; Managing Projects with Factor Systems Planning and Infrastructure Technology in the Technical Factor; helping to understand the influence of the IF in the performance of its individual users. Finally, the main conceptual contribution is the fact that the User Satisfaction is the performance that gets more impact, in addition to having the highest percentage of variance explained (82.1%), and Quality Information is the aspect the most important influence on the board by the performance of the user.

Author: MUT CAMACHO MAGDALENA.
Year: 2005.
University: JAUME I DE CASTELLON [www.uji.es].
Place of defense: FACULTAD DE CIENCIAS HUMANAS Y SOCIALES.
Place of preparation: FACULTAD DE CIENCIAS HUMANAS Y SOCIALES.

Summary: This thesis deals with the Communications Directorate viewed from the perspective of its present and future. The research raises three thoughts about it, since the theory of corporate communications, from the characterization of the Department of Communication and from the reflections of the current players in the management of corporate communications. With this scheme raises the task documentary followed by the field work consisting of 24 interviews with directors of communication and corporate communication experts. The hypothesis was borne out of departure so that the assimilation of the Directorate of Communication is a nuclear process in the organization, which moves into a new conceptual definition and situational and also towards a new directive contained its manager. It also provides a critical reflection and reformulates the concept Communications Directorate.

Author: Riu Vila David.
Year: 2005.
University: RAMÓN LLULL [www.url.edu].
Place of defense: E.S.de ESADE.
Place of preparation: Escuela Superior de Administración y Dirección de Empresas.

Summary: The purpose of the investigation is to describe how and to what mediated advertising dollars in consumer goods in Spain affects the reputation of the brands advertised. To that end, we studied in detail the nature of the relationship and sought to evidenciarla numerically measure, a function that the mathematical explanation. The investigation therefore aims to deepen the knowledge of the process of obtaining a trademark for notoriety, and how much, where and how proportion direct investment in advertising has to do with it. The quantitative research takes the meaning of the concept of brand visibility and defines five variables related to the investment. To perform the analysis, it has developed a quantitative research and guidance, based on three categories of families of mass consumption. This analysis yields results that demonstrate the correlation between reputation and investment. In particular, a function estimate of the relationship, with some predictive capability. This function can be obtained both an optimization of investment in the category of study and its distribution over time, since the analyzed data collected several years of study.

Author: MARÍA DOLORES FERNÁNDEZ POYATOS.
Year: 2005.
University: ALICANTE [www.ua.es].
Place of defense: FACULTAD DE ECONÓMICAS.
Place of preparation: UNIVERSIDAD DE ALICANTE.

Summary: The work gravitates around the hypothesis of the origin and development of advertising activity in modern Spain. Convergence and interrelationship, in the countries that guided the transformation of the western economies, advertisers, media agencies and made possible the birth of advertising in its contemporary sense. The finding in Spain this process has been validated through primary sources of the era. The discovery of the documents has been that has allowed us to delineate the work between 1880 and 1936. The year of 1880 responds to the creation of the first organism Advertiser - The Guild Anunciantes- and media (press) - The League of Prensa-, whose purpose was to seek advertising rates; of 1936, at the end of growth cycle, in which Spain had begun its modernity. The structure chosen for our work gravitates around two blocks. The first, of a general nature, describes the evolution of modern industry in the United States, Britain and Germany (Chapter I), and the state of historiographical study in our country (Chapter II). In the second, discusses the origin (Chapter III) and evolution (Chapter IV) advertising activity in Spain. The first chapter is justified because, starting in the second half of the nineteenth century -segunda phase of the Industrial Revolution, is gestó in the United States and Europe a new form of capitalism, in which the modern industrial enterprise had a significant role. His national and international expansion achieved mainly through marketing, as well as the creation of new products heavily advertised; this meant seeking the help of individuals and specialized institutions: the agents and advertising agencies. They were, above all, packaged goods companies that the brand first, and most refined of these services, so that the growth and development that, from then on, he lived the advertising sector discurrieron parallel to the process of expansion these industries. In Chapter II, is looking for an explanation for the paucity of studies historiographical issues concerning the Spanish national level, as the international latter reason that, we believe, could explain to some extent the low progression of historical knowledge and a lack of appreciation that advertising profession keeps his historical memory. Likewise, in that chapter suggests two conceptions -restrictiva and generalista- to address the history of notices and advertisements; latter being custodial shaping the industry from the nineteenth century. Chapters III and IV belonging to the Spanish area. The third, as we said, introduced documents that have helped establish the origin of our modern world. They warn not only agents of advertisements and advertising with a concept of work close to current -Roldós and V. Pérez, but what we think of great significance: the precedents of the exclusive advertising, media centers, the Office of Justification for the Dissemination (OJD), the General Media Study (EGM), the existence of techniques measuring the audience to hear media, the implementation of cost impact and knowledge of concepts essential in the planning of media such as print run and circulation. Chapter IV desbroza the events that led to the great boom in advertising in Spain. As for the media, the establishment of the ministry of economic advertising, which, although more theoretical than real for medium press, highlighted in the radio medium, especially since the decade of 1930 thanks to the efforts of Ricardo Urgoiti in Union Radio. With regard to education, professional literature and the birth of a new way to understand and deal with the advertising profession, Excel, basically, Prat Gaballí and Publi-Club Catalan.

Author: HURTADO GONZÁLEZ JOSÉ MANUEL.
Year: 2005.
University: PABLO DE OLAVIDE [www.upo.es].
Place of defense: FACULTAD DE CIENCIAS EMPRESARIALES.
Place of preparation: FACULTAD DE CIENCIAS EMPRESARIALES (DEPARTAMENTO DE DIRECCIÓN DE EMPRESAS).

Author: ROS DIEGO VICENTE.
Year: 2005.
University: CARDENAL HERRERA CEU [www.uch.ceu.es].
Place of defense: SALÓN DE GRADOS, BIBLIOTECA. UNIVERSIDAD CARDENAL HERRERA CEU.
Place of preparation: CARDENAL HERRERA CEU.

Summary: The main purpose of this research work is the creation of a model of corporate communications to provide descriptors key in building brand via the Internet in the educational sector. It starts from the premise that key aspects of building brand on the Internet, and hence descriptors key to the whole model ocmunicación corporate on-line include: - The content management. The online corporate communications on the Internet in three areas: usability, information architecture and user experience. Three keys that are essential to initiate a process of satisfaction with the user. The management of intangibles. It is necessary to supplement the model with new descriptors are aimed at the integration and participation of the user with the organization through the website. To that end, it is necessary to develop policies based on corporate reputation management mark on line and the other intangibles that contribute value to the organization, which mainly possess the ability to generate relationship with the user. In this regard, two descriptors are key enabling the attainment of this end: Managing the corporate reputation and management demarcates on line. To test the hypothesis raised, there has been a theoretical and empirical analysis of the website as a tool for ocmunicación corporate, in particular on the web at the University Cardinal Herrera-CEU. This analysis is based on research methods theory based on data, case study and fieldwork-based evaluation of sites and techniques in qualitative and quantitative methods based on user centric. The main contribution here is the very creativity of the hypothesis: develops an assumption based on the idea of the two key aspects in the construction of a brand (satisfaction and reputation), and these are applied to the environment. From which describes two variables management essential for their development (content and reputation), and these are applied to the environment. From which describes two variables management essential for their development (content and intangible), and sets out the key issues which will enable the development of the construction of the model of corporate communications online. The model created a pyramid diagram whose apex is the union between the user and the corporation, user satisfaction and corporate reputation. The purpose of the chart is to show relationships based on the infrastructure under study but divided into two main blocks: user satisfaction and corporate reputation on the Internet.

Author: VALLET SAAVEDRA GEMMA.
Year: 2005.
University: AUTÓNOMA DE BARCELONA [www.uab.es].
Place of defense: FACULTAT DE CIENCIAS DE LA COMUNICACIÓN.
Place of preparation: FACULTAD DE CIENCIAS DE LA COMUNICACIÓN.

Summary: The thesis explores the evolution in the process of reaction and branded interactive communication from the year 2000 until the year 2005. This exploration is based on a heuristic analysis of the seven brands of large corporate sectors considered innovative branding: Fields of Automotive, Fashion and Sport. Also, it shows the view, the result of in-depth interviews with professionals (advertisers and media professionals and interactive advertising), on how the process of creating mark in the era of connectivity or multichannel era and how it should be. The thesis is closed by opening a field of research: The creation of a methodology that addresses the process of creating interactive brand in a global world and open.

Author: BREVA FRANCH EVA.
Year: 2006.
University: JAUME I DE CASTELLON [www.uji.es].
Place of defense: FACULTAD DE CIENCIAS HUMANAS Y SOCIALES.
Place of preparation: FACULTAD DE CIENCIAS HUMANAS Y SOCIALES.

Summary: The outdoor advertising is experiencing a time of significant changes at all levels: from a generational change at the level of professionals working environment, to a change in the sectors that invest in the environment, due to new European standards to which Spain adapts. This trend is closely linked to the emergence of a tool for measuring hearing external environment, geomex, which has allowed the incorporation of a new medium and a new way of working for all those involved. This research has sought to make a tour of each and every one of the influential factors in the development of a sector as abroad, with the aim of being able to detect about what factors affect that for the medium finds its natural place within the advertising market. The study was conducted by analyzing the literature related to the subject and especially through the interview professionals considered the "gurus" of the media, who have contributed their knowledge and know-how to develop this research.