Os problemas da publicidade exterior em Portugal na atualidade
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Data
2019
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Resumo
Este trabalho de investigação pretende compreender melhor a publicidade exterior em
Portugal na atualidade. A publicidade exterior enquanto meio publicitário localizado no
espaço público na rua, ou, no espaço público indoor (Lopes, 2012; Lopes 2018) é muito
utilizada por os anunciantes em Portugal devido ao facto das condições climatéricas
favorecerem o estilo de vida fora de casa diurno e noturno e estar disponível 24h por dia nos
sete dias da semana. A publicidade exterior é sempre muito solicitada pelo anunciante, mas
ainda é pouco estudada. Esta investigação tem como objetivo elencar os problemas da
publicidade exterior em Portugal através de um trabalho desenvolvido junto dos operadores
deste setor que atuam a nível nacional com o apoio da (Associação Portuguesa das Empresas
de Publicidade Exterior (APEPE).
Esta dissertação apresenta numa primeira parte a revisão de literatura, seguida da aplicação da
metodologia de investigação quantitativa, tendo sido realizadas entrevistas a especialistas do
setor e por fim, recorreu-se à metodologia qualitativa, tendo sido aplicado um questionário
aos operadores do sector presentes no primeiro e no segundo encontro da Publicidade Exterior
em Portugal organizado pela Associação Portuguesa de Empresas de Publicidade Exterior
(APEPE).
This research work intends to better understand Outdoor Advertising in Portugal at the present time. Outdoor Advertising is in the public space: on the street or indoor (Lopes, 2012; Lopes 2018). Out-of-home is widely used by advertisers in Portugal due to the good weather conditions, the day-to-day and nightly lifestyle and be available 24 hours a day, seven days a week. Outdoor advertising is always much requested by the advertiser, but is still under-researched. This research aims to highlight the problems of outdoor advertising in Portugal through a work developed with the operators of this sector that work at national level with the support of the Portuguese Association of Outdoor Advertising Companies (APEPE). This dissertation presents in a first part the literature review, followed by the application of the qualitative research methodology, were realized interviews to specialists in the sector, and finally, the quantitative methodology was used, and a questionnaire was applied to the operators of the sector present in the first and second meeting of Outdoor Advertising in Portugal organized by the Portuguese Association of Outdoor Advertising Companies (APEPE).
This research work intends to better understand Outdoor Advertising in Portugal at the present time. Outdoor Advertising is in the public space: on the street or indoor (Lopes, 2012; Lopes 2018). Out-of-home is widely used by advertisers in Portugal due to the good weather conditions, the day-to-day and nightly lifestyle and be available 24 hours a day, seven days a week. Outdoor advertising is always much requested by the advertiser, but is still under-researched. This research aims to highlight the problems of outdoor advertising in Portugal through a work developed with the operators of this sector that work at national level with the support of the Portuguese Association of Outdoor Advertising Companies (APEPE). This dissertation presents in a first part the literature review, followed by the application of the qualitative research methodology, were realized interviews to specialists in the sector, and finally, the quantitative methodology was used, and a questionnaire was applied to the operators of the sector present in the first and second meeting of Outdoor Advertising in Portugal organized by the Portuguese Association of Outdoor Advertising Companies (APEPE).
Descrição
Orientação: Paula Bela Rosa Luís Lopes
Palavras-chave
MESTRADO EM CIÊNCIAS DA COMUNICAÇÃO, MARKETING E PUBLICIDADE, COMUNICAÇÃO, PUBLICIDADE, PUBLICIDADE EXTERIOR, ANÁLISE DE AUDIÊNCIAS, LEGISLAÇÃO DA PUBLICIDADE, PORTUGAL, COMMUNICATION, ADVERTISING, OUTDOOR ADVERTISING, RATING ANALYSIS, ADVERTISING LEGISLATION, PORTUGAL