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Publication
Efeitos do Vídeo Publicitário versus Imagem Estática nos Millennials
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 2.09 MB | Adobe PDF |
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Advisor(s)
Abstract(s)
A Internet veio revolucionar tanto as pessoas como o mundo onde se encontram, modificando
comportamentos enquanto consumidores, assim, é necessário criar e desenvolver novas
formas de chegar, com sucesso, ao possível cliente. Neste caso é essencial ter em
consideração as diferentes gerações e identificar comportamentos chave, nomeadamente
como e quais são as redes sociais que mais utilizam, estes dados podem fazer a distinção
sobre o grau de sucesso de uma campanha publicitária, já que o ideal seria esta adquirir o
carácter “viral”. Desta forma, é necessário desenvolver novas estratégias de marketing, tanto
tradicional como digital, com o objectivo de captar o público-alvo. Este estudo de carácter
qualitativo pretende analisar a forma como os Millennials (Geração Y) se comportam perante
campanhas publicitárias com imagem estática e vídeo, sendo que é elaborada uma
comparação entre os dois formatos, de forma a identificar as vantagens de cada um, acabando
o vídeo por ter mais importância, relevância e poder persuasivo.
The Internet has revolutionized both people and the world around them, modifying the behavior of customers. So, it’s necessary to create and develop new ways to reach successfully the costumer. In this case it’s essential to take into account the differences between generations and to identify certain behaviors, especially how and which social media platform they use the most. This data can determine how successful a campaign is, since the ideal would be to acquire the “viral” status. Thus, it is necessary to develop new marketing strategies, both traditional and digital, in order to capture the target audience. This qualitative study describes how Millennials (Generation Y) behave when confronted with advertising campaigns that contain both video and static image. A comparison is made between the two formats, in a way to identify which one has the most advantage, however the video is the one with more importance, relevance and persuasion power.
The Internet has revolutionized both people and the world around them, modifying the behavior of customers. So, it’s necessary to create and develop new ways to reach successfully the costumer. In this case it’s essential to take into account the differences between generations and to identify certain behaviors, especially how and which social media platform they use the most. This data can determine how successful a campaign is, since the ideal would be to acquire the “viral” status. Thus, it is necessary to develop new marketing strategies, both traditional and digital, in order to capture the target audience. This qualitative study describes how Millennials (Generation Y) behave when confronted with advertising campaigns that contain both video and static image. A comparison is made between the two formats, in a way to identify which one has the most advantage, however the video is the one with more importance, relevance and persuasion power.
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Keywords
Marketing Digital Vídeo Marketing Imagem Publicitária Millennials Geração Y