Advertising Strategy
Mostrando 13-24 de 24 artigos, teses e dissertações.
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13. Innovation development of core competences and diversification of communication market : the use of the internet in two groups of Brazilian press media / Inovação, formação de competencias e diversificação no setor de comunicação : a exploração da internet em dois grupos brasileiros de midia impressa
The emergence of the internet as a new medium obliged the companies in the printed media to define strategies for entering the communications and services market based on this platform. The proposed study presents the results of research into strategies of business diversification in Brazilian printed communications companies, based on the exploitation of se
Publicado em: 2008
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14. Duloren: o interdito como estratÃgia publicitÃria
The everyday life of modern man has been suffering an avalanche of non-verbal texts. In their eagerness to appear and be noticeable, billboards, advertisements, cartoons and photographs pollute the visual space, overloading the readerâs look in such a way that he/she cannot reflect critically on what he/she sees. Among the several types of non-verbal texts
Publicado em: 2007
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15. A participação nas escolas: um currículo para as famílias?
In this dissertation, the functioning of discourse on the participation of families in two public schools belonging to Betim Public School District, Minas Gerais is studied. By means of empirical research conducted in two schools (in which two different texts that deal with the participation of the families in the school were collected, observations of the m
Publicado em: 2007
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16. Propaganda impressa de serviços educacionais: uma investigação sobre o impacto da fotografia das instalações e do testemunhal nas atitudes dos consumidores
In 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 in the educational services communications campaigns and, thus, they are an important focus of research. The literature on services co
Publicado em: 2006
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17. A linguagem das marcas de calçados da moda: um enfoque publicitário / A linguagem das marcas de calçados da moda: um enfoque publicitário
The general objective of the study is to investigate the aspects of the advertising language of the chosen brands for the study of cases (Sândalo; Carmen Steffens and Democrata) taking as a reference the commercial advertising (print media advertising) of the trendy shoes. It is necessary to consider two essential aspects in the communication process: the e
Publicado em: 2006
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18. A Promoção de Eventos como Estratégia de Marketing: o caso da Academia de Tênis NTC / Event Promotion Campaign as a Marketing Strategy: a case study in NTC Tennis Academy
This study has been carried out in NTC (Núcleo de Tênis City Barra) which is a Tennis Academy whose aim is to provide classes and tennis court rental. It is an organization which consists of an internal staff and one outsourced, working in three shifts. It is situated in Recreio dos Bandeirantes, inside the Novo Rio Country Clube premises. The aim of this
Publicado em: 2006
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19. BRANDED ON SKIN: CONSUMPTION, TATTOO AND MASS CULTURE A STUDY ABOUT THE NARRATIVES OF CONSUMPTION BASED ON PRODUCT BRAND TATTOOS / MARCADO NA PELE: CONSUMO, TATUAGEM E CULTURA DE MASSA UM ESTUDO SOBRE AS NARRATIVAS DO CONSUMO A PARTIR DAS TATUAGENS DE MARCAS DE PRODUTOS
The human being cannot deal with chaos - being afraid of all that cannot be controlled (either at technical or symbolic level). To ensure a sense of wellbeing, there is a need to attribute meaning to things, facts and people. The human body is one of the primary spaces used for the impression and narrative of meaning: the use of the body has been relevant, t
Publicado em: 2006
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20. A construção de uma marca tendo como diferencial o esporte
Currently the companies search forms to increase this sales, to extend its market and to guarantee quality of this products or services for the consumers. These are daily in any place, either in the work, home or in a leisure place receiving advertising information from the companies which search to increase this sales. The sport marketing comes to be the fo
Publicado em: 2006
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21. Internationalization strategies and mirroring structures in north-american advertising agencies: a multiple case study in Brazil / Estratégia de internacionalização e o espelhamentode estruturas em agências norte-americanas de propaganda: um estudo de casos no Brasil
Globalization is an extensively studied phenomenon, in its economic, social, and cultural dimensions. From the standpoint of Administration, it is configured as a strategical action of companies in search of better productive competitiveness and broader consumer markets. The advertising industry, caracterized as a corporate service backing up the value chain
Publicado em: 2005
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22. APPEARANCES FOR SALE: FACETS OF THE BODY IN IMAGES OF CONSUMPTION / VENDEM-SE APARÊNCIAS: LEITURAS DO CORPO EM IMAGENS DE CONSUMO
The aim of this study is to discuss image theory through an interdisciplinary approach, from a designer`s point of view. The subject is a collection of 306 advertising images published in various issues of three women`s magazines focused on fashion, beauty and shopping: Jalouse (from France), Elle (from the USA) and Nova (the Brazilian edition of USA-based C
Publicado em: 2005
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23. O grau de satisfação dos usuários do portal de periódicos da CAPES: estudo de caso na Universidade de Brasília e na Universidade Federal de Goiás / The satisfaction degree of CAPES Periodic Portal users: case study in the University of Brasilia and Federal University of Goiás.
The research had as general objective to identify the user satisfaction degree of CAPES Periodic Portal, kept by CAPES in five post-graduation programs Education, Mathematics, Law, Electric Engineering, Tropical Medicine at the Federal University of Goiás (UFG) and University of Brasilia (UnB). The specific objectives were: to investigate the difficulties f
Publicado em: 2005
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24. THE USE OF CELEBRITIES AND MULTIPLO ENDORSEMENT IN THE PROPAGANDA / A UTILIZAÇÃO DE CELEBRIDADES E O MÚLTIPLO ENDOSSO NA PROPAGANDA
This work looks for to identify the attitude of the public front to the use of Celebrities in the propaganda and to the endorsement of multiple products for the same person. In accordance with this study, considering its limitations, the use of celebrities in the propaganda has a positive influence on the evaluation of the endorser, without affecting the eva
Publicado em: 2001