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Abstract(s)
O presente estudo intitulado - Estratégias de Comunicação e de Linguagem num Estudo de Marketing - procura perceber que impacto exerce a comunicação visual (anúncios publicitários) sobre a criação de valor da marca e qual o posicionamento alcançado na mente do consumidor, de que forma responde à estimulação diária e que influência exerce a publicidade sobre o seu mecanismo de compra. Como reage o consumidor a estímulos visuais de dois hipermercados concorrentes e como isso interfere na visão da imagem de marca. Para perceber este binómio marca- consumidor será aplicado um questionário aos inquiridos para aferir a influência que a publicidade exerce na criação da identidade da marca; a marca que lidera no top of mind e como o consumidor reage aos estímulos visuais e verbais dos anúncios publicitários.
Abstract The present study entitled - Communication Strategies and Language in the Marketing Study field, attempts to understand what impact exercises visual communication (advertising) on the creation of brand value, and what the positioning reached in the consumer's mind. How the consumer responds to the daily stimulation and which influence carries advertising on its purchase mechanism. How the consumer responds to visual stimulation of two hypermarkets competitors, and how it interferes with the vision of the brand image. To realize this binomial consumer- brand will be applied a questionnaire to the respondents that intended to evaluate the influence that advertising has on the creation of brand identity; the brand that leads the top of mind and how consumers respond to visual and verbal stimulation of advertisements.
Abstract The present study entitled - Communication Strategies and Language in the Marketing Study field, attempts to understand what impact exercises visual communication (advertising) on the creation of brand value, and what the positioning reached in the consumer's mind. How the consumer responds to the daily stimulation and which influence carries advertising on its purchase mechanism. How the consumer responds to visual stimulation of two hypermarkets competitors, and how it interferes with the vision of the brand image. To realize this binomial consumer- brand will be applied a questionnaire to the respondents that intended to evaluate the influence that advertising has on the creation of brand identity; the brand that leads the top of mind and how consumers respond to visual and verbal stimulation of advertisements.
Description
Keywords
marketing visual; linguagem e comunicação no marketing visual marketing language and communication in marketing
Citation
Publisher
Instituto Politécnico de Viseu, Escola Superior de Educação de Viseu