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Publication
Publicidade exterior em Portugal num contexto pandémico: estudo de caso da MOP
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| 6.76 MB | Adobe PDF |
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Advisor(s)
Abstract(s)
Em 2020 o mundo é “presenteado” por uma pandemia mundial
causada por um vírus intitulado de Covid-19. Pandemia esta
que causou um enorme impacto mundial ao nível de vários
setores causando assim muitas mudanças na atualidade.
Sendo a dissertação inserida no âmbito do Design e da
Publicidade, entre os conceitos principais a abordar destaca-se
a Publicidade Exterior. A Publicidade Exterior é um meio de
comunicação que, ao longo dos anos, tem sofrido uma evolução
significativa, ganhando ainda mais notoriedade e eficácia.
Por ser um meio de comunicação que depende essencialmente
do seu consumidor no exterior e, estando o mundo a atravessar
uma pandemia que obriga os seus consumidores ao
confinamento habitacional por tempo indeterminado, o
principal objetivo deste estudo é perceber de que forma lidou o
setor publicitário exterior com esta nova realidade e quais as
estratégias utilizadas para combater a queda de faturação daqui
resultante.
O mundo da publicidade é cada vez mais competitivo e difícil,
atualmente ser-se criativo é uma tarefa muito complicada e sem
criatividade não existe atenção do consumidor e sem atenção,
não existem resultados. Estando este meio de comunicação com
o seu público-alvo inativo e ausente, rapidamente se começa a
notar os efeitos colaterais.
Este estudo utiliza como metodologia duas fases distintas, onde
a primeira consiste numa metodologia de base qualitativa
exploratória através de levantamento bibliográfico. A segunda
fase é composta por entrevistas abertas e semiestruturadas
realizadas à MOP o estudo de caso desta pesquisa e a alguns
dos seus clientes como o Grupo Renascença Multimédia e
Grupo Publicis, de forma a conseguir encontrar uma resposta
para a questão principal e sub questões desta investigação.
Através de toda pesquisa realizada e dados recolhidos quer
através do levantamento bibliográfico quer através da
realização de entrevistas, foi possível concluir que o setor da
publicidade exterior, nomeadamente a MOP e os seus
parceiros, sofreram um impacto substancial gerando uma
grande quebra na faturação, dando assim origem à criação e
adaptação de estratégias externas e internas que acabaram por
melhorar o funcionamento das empresas em si. É ainda possível
concluir que este impacto foi periódico e que atualmente o setor
já se encontra recuperado.
In 2020 the world was “gifted” by a global pandemic caused by a virus named Covid-19. This pandemic caused a huge impact in many professional sectors and changed forever our lives. As the dissertation falls within the scope of Design and Advertising, Outdoor Advertising are among the main concepts to be addressed. Outdoor Advertising is a media that, over the years, has suffer a huge evolution gaining even more notoriety and effectiveness. Because it’s a media that depends on the outdoor consumer, with this pandemic, all the Portuguese people was obligate by the government to stay at home for undetermined time, and the main purpose of this study is to understand how the outdoor advertising sector has dealt with. with this new reality and what strategies are used to combat the resulting drop in turnover. The advertising world can be very competitive and hard nowadays, being creative it’s almost impossible and without creativity we can’t reach our consumer attention and without attention we can’t have results. And because the outdoors advertising’s target audience is inactive and absent, you quickly notice the side effects. This study uses two distinct phases as a methodology, where the first consists of an exploratory qualitative methodology through a bibliographic survey. The second phase consists of open and semi-structured interviews carried out with MOP, the case study of this research, and with some of its clients, such as Grupo Renascença Multimédia and Grupo Publicis, to find an answer to the main question of this investigation. Through all the research carried out and data collected either through the bibliographic survey or through interviews, it was possible to conclude that the outdoor advertising sector, mainly MOP and the company partners, suffered a substantial impact wich caused a large financial break, that make them adapt and create new internal and external strategies that ended up improving the functioning of the companies themselves. It is also possible to conclude that this impact was periodic and that the sector is currently recovering.
In 2020 the world was “gifted” by a global pandemic caused by a virus named Covid-19. This pandemic caused a huge impact in many professional sectors and changed forever our lives. As the dissertation falls within the scope of Design and Advertising, Outdoor Advertising are among the main concepts to be addressed. Outdoor Advertising is a media that, over the years, has suffer a huge evolution gaining even more notoriety and effectiveness. Because it’s a media that depends on the outdoor consumer, with this pandemic, all the Portuguese people was obligate by the government to stay at home for undetermined time, and the main purpose of this study is to understand how the outdoor advertising sector has dealt with. with this new reality and what strategies are used to combat the resulting drop in turnover. The advertising world can be very competitive and hard nowadays, being creative it’s almost impossible and without creativity we can’t reach our consumer attention and without attention we can’t have results. And because the outdoors advertising’s target audience is inactive and absent, you quickly notice the side effects. This study uses two distinct phases as a methodology, where the first consists of an exploratory qualitative methodology through a bibliographic survey. The second phase consists of open and semi-structured interviews carried out with MOP, the case study of this research, and with some of its clients, such as Grupo Renascença Multimédia and Grupo Publicis, to find an answer to the main question of this investigation. Through all the research carried out and data collected either through the bibliographic survey or through interviews, it was possible to conclude that the outdoor advertising sector, mainly MOP and the company partners, suffered a substantial impact wich caused a large financial break, that make them adapt and create new internal and external strategies that ended up improving the functioning of the companies themselves. It is also possible to conclude that this impact was periodic and that the sector is currently recovering.
Description
Keywords
Publicidade exterior Covid-19 Estratégias de comunicação MOP Suportes publicitários