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Publication
Efeitos da publicidade híbrida nas gerações Y e Z
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| 3.07 MB | Adobe PDF |
Advisor(s)
Abstract(s)
Partindo do conceito de publicidade híbrida, que mistura publicidade com entretenimento e tecnologia, esta pesquisa analisa sentimentos e reações das gerações Y e Z acerca dos vários formatos da hibridização da publicidade. Esta assenta no pressuposto de que as mudanças socioculturais relacionadas à tecnologia, à internet e à publicidade durante os anos de definição das gerações Y e Z fizeram com que esse coorte geracional tivesse perceções diferentes sobre a eficácia da publicidade. Com base na estrutura dos vetores de persuasão, entretenimento, interação e partilha, é descrita uma metodologia de pesquisa de duas fases: um método de pesquisa quantitativa, através de um inquérito por questionário e uma abordagem de método qualitativo, através da prática de um focus group online. Concluiu-se que o formato de interrupção não é o ideal para ambas as gerações, promovendo mensagens subitamente esquecíveis, e que o livre-arbítrio é o novo aliado das mesmas para uma boa efetividade publicitária. Esta dissertação fornece dados relacionados à estimação da efetividade da criação de publicidades híbridas para empresas e agências especializadas, buscando contribuir para a produção de conteúdo publicitário de maneira cada vez mais relevante, moderno e de acordo com o perfil das gerações Y e Z.
Based on the concept of hybrid advertising, which mixes advertising with entertainment and technology, this research analyzes the feelings and reactions of generations Y and Z about the various formats of hybridization of advertising. This is based on the assumption that the socio-cultural changes related to technology, the internet and advertising during the years of definition of generations Y and Z caused this generational cohort to have different perceptions about the effectiveness of advertising. Based on the structure of the vectors of persuasion, entertainment, interaction and sharing, a two-stage research methodology is described: a quantitative research method, through a questionnaire survey and a qualitative method approach, through the practice of an online focus group. It was concluded that the interruption format is not ideal for both generations, promoting messages that are suddenly forgettable, and that free will is their new ally for good advertising effectiveness. This dissertation provides data related to the estimation of the effectiveness of the creation of hybrid advertisements for companies and specialized agencies, seeking to contribute to the production of advertising content in an increasingly relevant and modern way, and also in accordance with the profile of generations Y and Z.
Based on the concept of hybrid advertising, which mixes advertising with entertainment and technology, this research analyzes the feelings and reactions of generations Y and Z about the various formats of hybridization of advertising. This is based on the assumption that the socio-cultural changes related to technology, the internet and advertising during the years of definition of generations Y and Z caused this generational cohort to have different perceptions about the effectiveness of advertising. Based on the structure of the vectors of persuasion, entertainment, interaction and sharing, a two-stage research methodology is described: a quantitative research method, through a questionnaire survey and a qualitative method approach, through the practice of an online focus group. It was concluded that the interruption format is not ideal for both generations, promoting messages that are suddenly forgettable, and that free will is their new ally for good advertising effectiveness. This dissertation provides data related to the estimation of the effectiveness of the creation of hybrid advertisements for companies and specialized agencies, seeking to contribute to the production of advertising content in an increasingly relevant and modern way, and also in accordance with the profile of generations Y and Z.
Description
Keywords
Publicidade híbrida Publicidade de intromissão Geração Y Entretenimento publicitário Geração Z Estudo geracional