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Publication
A convergência na publicidade como estratégia de reconfiguração: o posicionamento da La Roche-Posay no Instagram
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 38784 | 1.91 MB | Adobe PDF |
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Abstract(s)
A era tecnológica vive o seu auge e para enfrentá-la é necessário conhecer o mercado da comunicação e entender as plataformas que permeiam a forma de se trabalhar e nos questionar se estamos preparados para enfrentar os desafios profissionais a partir de multiplataformas que permitem idealizar, criar, executar e atender às perspectivas dos stakeholders associados a marcas de beleza, nicho que atrai milhares de pessoas com os mais distintos objetivos. A pesquisa analítica que compõe esta dissertação mostra como uma dessas marcas comporta-se no ambiente virtual e como os consumidores respondem às mais diferentes formas de publicitar campanhas. A investigação tem como base análises de anúncios digitais como forma de obter respostas para perceber estilos e adaptação aos fenómenos comunicacionais da era digital dentro do processo da convergência, que propôs uma reconfiguração nos métodos utilizados para criar ações de Marketing e Publicidade no Instagram da marca La Roche Posay.
The technological era is at its peak and to face it it is necessary to know the communication market and understand the platforms that permeate the way of working and ask ourselves if we are prepared to face professional challenges from multiplatforms that allow us to idealize, create, execute, and meet the perspectives of stakeholders associated with beauty brands, a niche that attracts thousands of people with the most different goals. The analytical research that makes up this dissertation shows how one of these brands behaves in the virtual environment and how consumers respond to the most different ways of advertising campaigns. The investigation is based on analysis of digital advertisements as a way to obtain answers to understand styles and adaptation to the communicational phenomena of the digital age within the convergence process, which proposed a reconfiguration in the methods used to create Marketing and Advertising actions on Instagram for the La brand Roche Posay.
The technological era is at its peak and to face it it is necessary to know the communication market and understand the platforms that permeate the way of working and ask ourselves if we are prepared to face professional challenges from multiplatforms that allow us to idealize, create, execute, and meet the perspectives of stakeholders associated with beauty brands, a niche that attracts thousands of people with the most different goals. The analytical research that makes up this dissertation shows how one of these brands behaves in the virtual environment and how consumers respond to the most different ways of advertising campaigns. The investigation is based on analysis of digital advertisements as a way to obtain answers to understand styles and adaptation to the communicational phenomena of the digital age within the convergence process, which proposed a reconfiguration in the methods used to create Marketing and Advertising actions on Instagram for the La brand Roche Posay.
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Keywords
Beleza Marketing Publicidade Convergência Digital Beauty Advertising Convergence