Browsing by Subject "Publicidade"
Now showing items 1-20 of 25
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Advertising new product categories to new geographical markets
2012-09-18Em um ambiente global dinâmico e competitivo, muitas empresas notam que constante desenvolvimento e lançamento de novos produtos são atividades-chave para seu crescimento e sobrevivência. Hoje, um dos maiores desafios ... -
A agência McCann-Erickson do Brasil: um estudo sobre a profissionalização do campo publicitário brasileiro (1935-1964)
2016-04-28The theme of this dissertation is professionalization in advertising. Specifically in Brazilian advertising, and taking into account that professionalization in this field was articulated with the expansion and consolidation ... -
Bounded creativity: understanding the restrictions on creative work in advertising agencies
2015-03-01The theme of creativity has gained prominence among practitioners and academics, and the emergence of creative industries, which combine creativity and commercial logic, has rendered the topic even more relevant. Creativity ... -
O branded content pode ser uma alternativa para Volkswagen obter recall de marca, em comparação ao comercial de 30"?
2020-06-24O mercado de publicidade e comunicação está passando por uma das décadas de maior mudança e desafios, com uma guerra fria entre mídia programática, a qual vem carregada de funções e atribuições para atingir os KPI’s (Key ... -
BUILDING THE BRAND IDENTITY THROUGH AESTHETICS ON SOCIAL MEDIA: THE AESOP CASE STUDY
2021-02-09The increased competition in the retail industry has forced brands to adapt. Quality as well as availability are no longer enough to attract customers and increase market share, due to the standardization of mass production ... -
Can deviation from standard beauty become appealing?: an age perspective
2015-11-10When exploring new perspectives on the impact of non-idealized vs. idealized body image in advertising, studies have focused mainly on body size, i.e., thin vs. heavy (Antioco et al., 2012; Smeesters & Mandel, 2006). Age ... -
Com o dedo no pulso do mercado: a história da Escola Superior de Propaganda e Marketing no Rio de Janeiro
2017-04-04Escola Superior de Propaganda e Marketing do Rio de Janeiro (ESPM/RJ) is one of the country’s most reputed advertising and marketing educational institution, playing a key role on Rio de Janeiro’s advertising history, ... -
Educação e ideologia do talento no mundo da publicidade
2006-08-01Advertising in Brazil, both as business and as profession, expanded tremendously in the 40s, 50s and 60s. The arrival of American agencies bringing a more sophisticated standard of work, the rapid and vigorous entrance of ... -
Estudo comparativo de eficiência de publicidade online no Brasil
2007-12-03Este trabalho tem como objetivo comparar a eficiência dos formatos de publicidade online utilizados no Brasil. Para isso, foram colhidos dados referentes ao desempenho e ao custo de 170 peças de publicidade online brasileiras ... -
Estudo sobre o (des)alinhamento entre publicidade e políticas organizacionais de diversidade
2018-12-18Objetivo – Este estudo pretende analisar em que medida a publicidade das empresas vinculadas ao Fórum de Empresas e Direitos LGBTI+ e que são patrocinadoras em caráter Pleno reflete seus compromissos e suas políticas de ... -
Um estudo sobre os significados de consumo associados ao corpo feminino em peças publicitárias de suplementos alimentares
2011-04-01This paper aims to analyze the meanings that are attributed to the female body and are transferred through dietary supplements' advertisements. The body became a research theme for researchers interested in exploring the ... -
Fast fashion retailer’s marketing strategies: brand awareness and customer brand engagement
2020-12-10This study is an exploratory study, with a quantitative approach, carried out through a survey, applied through a questionnaire using an online tool, aimed at consumers in the clothing / fashion sector in France. Its central ... -
How engagement with influencer marketing campaigns affect the brand performance: a case of stories on Instagram
2021-04-08Influencer marketing englobes many studies that aim increasing the engagement rate of the viewers with the content created by social media influencers, that could be considered opinion leaders. Content has a great impact ... -
O impacto dos gastos com publicidade nas vendas das firmas: avaliação empírica.
2013This study aims to estimate an empirical model to relate spending on advertising revenues of firms, in order to serve as a tool for decision making, for it will study a case of telecommunications industry. The communication ... -
Mobilidade em potência e discurso publicitário na sociedade contemporânea globalizada: Brasil, 1982-2014
2015-03-17In the world, today, everything is in motion. People, objects, values, information and images circulate each day more intensively and widely in a social environment which is fluid, connected and risky. When mobility becomes ... -
O posicionamento dos tribunais perante às sociedades por ações (1986-1997)
2005-11-24This case research and analysis aimed to identify (i) the main issues related to Brazilian corporations ('sociedades por ações') challenged in Courts during 1986 to 1997; (ii) Courts rationale about such issues and (iii) ... -
A propaganda do cigarro: estratégias publicitárias pós condenação do tabagismo no Brasil
2018-05-09The main purpose of this master’s dissertation is the cigarette advertising debate in Bra-zil after the tobacco conviction. The industry advertising strategies used by USA and United Kingdom according to the first researches ... -
Propaganda impressa de serviços educacionais: uma investigação sobre o impacto da fotografia das instalações e do testemunhal nas atitudes dos consumidores
2006In the actual competitive scenario the higher education institutions have been forced to become more active in recruiting students due to the reduction in candidates for its courses. Print advertising are important components ... -
Publicidade televisiva de cerveja e ocorrência de acidentes de trânsito na cidade de Lima
2010-03-04Uma das características mais ressaltantes nos últimos anos é a variedade de publicidade com as quais as empresas produtoras de bebidas alcoólicas tratam de influenciar os consumidores para comercializar seus produtos. Neste ... -
Publicidade: comércio, cultura e profissão (parte inicial)
2002The most overtly commercial dimension of society is often focused in the academia from an arrogant, pessimistic and shallow point of view. At the opposite side, it's seen through the optimistic, yet naïve, perspective, ...
