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Authors
Advisor(s)
Abstract(s)
O excesso de oferta de produtos no quotidiano levou à emergência da comunicação por parte das marcas, resultando na saturação da comunicação. O consumidor mudou, está mais informado e cada vez mais procura plataformas alternativas que permitam fugir à publicidade. O grande desafio para as marcas passa agora por tentar abordar os seus públicos da melhor forma, garantindo a eficácia da sua mensagem ao mesmo tempo que criam uma relação com o target.
É neste contexto que a experiência proporcionada pelas marcas revoluciona a forma como se comunica a mensagem das marcas e como se cria a relação com os consumidores. Nesta alternativa aos meios tradicionais, o consumidor passa a fazer parte da comunicação, deixando de ser apenas um recetor passivo.
O objetivo deste projeto passa por entender as diferenças entre a comunicação tradicional e as novas formas de publicidade e de que forma poderão ser atualmente aplicadas na comunicação para este novo consumidor.
Após esta análise, será delineado um plano estratégico com duração de 14 meses e dividido em três fases, para a marca de ténis e vestuário Vans. Recentemente, a marca abriu as suas primeiras lojas em Portugal onde houve aparentemente uma falha na sua comunicação. É desta forma que surge a pertinência e oportunidade para o desenvolvimento deste projeto. No entanto, o plano de comunicação será focado apenas na loja de Lisboa tendo em conta a localização central deste espaço.
No final, serão apresentadas as possíveis formas de avaliação de resultados bem como as conclusões.
ABSTRACT: The over-supply of products in everyday life led to the emergence of communication by brands, resulting in the saturation of communication. The consumer has changed, is more informed and is increasingly looking for alternative platforms to avoid advertising. The big challenge for brands now is to try to approach their audiences in the best way, ensuring the effectiveness of their message while creating a relationship with the target. It is in this context that the experience provided by brands revolutionizes the way the brand message is communicated and how the relationship with consumers is created. In this alternative to traditional media, the consumer becomes part of the communication, ceasing to be just a passive receiver. The objective of this project is to understand the differences between traditional communication and new forms of advertising and how they can be currently applied in communication for this new consumer. After this analysis, a strategic plan with a duration of 14 months and divided into three phases will be outlined for the brand of tennis and clothing Vans. Recently, the brand opened its first stores in Portugal where there was apparently a flaw in its communication. This is how the need and opportunity for the development of this project arises. However, the communication plan will be focused only on the Lisbon store taking into account the centralization of this space. At the end, the possible ways of evaluating results as well as conclusions will be presented.
ABSTRACT: The over-supply of products in everyday life led to the emergence of communication by brands, resulting in the saturation of communication. The consumer has changed, is more informed and is increasingly looking for alternative platforms to avoid advertising. The big challenge for brands now is to try to approach their audiences in the best way, ensuring the effectiveness of their message while creating a relationship with the target. It is in this context that the experience provided by brands revolutionizes the way the brand message is communicated and how the relationship with consumers is created. In this alternative to traditional media, the consumer becomes part of the communication, ceasing to be just a passive receiver. The objective of this project is to understand the differences between traditional communication and new forms of advertising and how they can be currently applied in communication for this new consumer. After this analysis, a strategic plan with a duration of 14 months and divided into three phases will be outlined for the brand of tennis and clothing Vans. Recently, the brand opened its first stores in Portugal where there was apparently a flaw in its communication. This is how the need and opportunity for the development of this project arises. However, the communication plan will be focused only on the Lisbon store taking into account the centralization of this space. At the end, the possible ways of evaluating results as well as conclusions will be presented.
Description
Trabalho de projeto submetido como requisito parcial para obtenção do grau de mestre em publicidade e marketing.
Keywords
Marketing Comunicação Plano de comunicação Ativação de marcas Experiências de marcas Vans Event marketing Brands awareness Engagement Communication Communication plan Brands activation Brands experience
Citation
ANSELMO, Ana Rita Teixeira - Proposta de comunicação para a marca Vans. Lisboa: IPL, Escola Superior de Comunicação Social, 2017. Trabalho de projeto.
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social