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Authors
Advisor(s)
Abstract(s)
Este projeto insere-se na área da Publicidade, visando encontrar uma solução de
comunicação para uma marca em específico: a Nova Açores, marca do setor dos lacticínios em
Portugal. Cada vez menos pessoas consomem leite, logo, para manter o nível de consumo, as
marcas viram-se forçadas a responder a este problema, apresentando leites de origens de produção
mais sustentáveis e amigas do ambiente, entre outros.
A Nova Açores apresenta várias alternativas ao leite normal, entre os quais o leite
“Pastagem”, produto ecológico que representa um pequeno segmento em crescimento desde 2015.
Com o intuito de tornar a marca mais competitiva no mercado, apresenta-se uma solução
comunicacional. Para o desenvolvimento deste projeto foi abordada a teoria publicitária, desde
meados do século XX até à atualidade. Seguidamente, foi aprofundada a realidade-alvo: a marca,
o mercado e seus envolventes. Por fim, foi planeada e executada uma Investigação de Suporte.
A Investigação de Suporte recorreu ao método quantitativo de inquérito por questionário,
na qual os objetivos foram: compreender a notoriedade da marca; aferir as motivações de compra
dos consumidores; verificar a perceção da marca por parte do público-alvo. As conclusões da
Investigação de Suporte sustentaram as escolhas criativas da campanha proposta para o problema
de comunicação. A campanha foi estruturada com base no quadro teórico.
ABSTRACT: This project is inserted in the Advertising area, aming to find a communication solution for a specific brand: Nova Açores, dairy products’ sector brand of Portugal. Each time fewer people drink milk, so, to keep up the consumption level, brands saw themselves forced to this problem, presenting, milk with more sustainable and eco-friendly production origins, among others. Nova Açores has several alternative options besides the normal milk, including the milk “Pastagem”, ecofriendly product wich a small market segment that has been growing since 2015. In order to rise up the competitive position of the brand in this market, it’s presented a communication based solution. For the development of this project it was approached advertising theories, since the middle 20th century to these days. Following this, it has been studied the target reality: the market and its environment. At last, it was planned out and made a Support Investigation. The Support Investigation made use of the quantitative method of questionnaire survey, in wich its goals were: to understand brand awareness; find out the consumer’s buying motivations; and, check the target’s brand perception. The Support Investigation’s conclusions supported the creative choices of the advertising campaign as solution to the brand’s communication problem. The campaign structure was based on the theoretical board.
ABSTRACT: This project is inserted in the Advertising area, aming to find a communication solution for a specific brand: Nova Açores, dairy products’ sector brand of Portugal. Each time fewer people drink milk, so, to keep up the consumption level, brands saw themselves forced to this problem, presenting, milk with more sustainable and eco-friendly production origins, among others. Nova Açores has several alternative options besides the normal milk, including the milk “Pastagem”, ecofriendly product wich a small market segment that has been growing since 2015. In order to rise up the competitive position of the brand in this market, it’s presented a communication based solution. For the development of this project it was approached advertising theories, since the middle 20th century to these days. Following this, it has been studied the target reality: the market and its environment. At last, it was planned out and made a Support Investigation. The Support Investigation made use of the quantitative method of questionnaire survey, in wich its goals were: to understand brand awareness; find out the consumer’s buying motivations; and, check the target’s brand perception. The Support Investigation’s conclusions supported the creative choices of the advertising campaign as solution to the brand’s communication problem. The campaign structure was based on the theoretical board.
Description
Trabalho de projeto apresentado à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.
Keywords
Publicidade Leite Nova Açores Ambiente Bem-estar animal Advertising Milk Environment Animal well being
Citation
Serrão, M.S. (2021). Proposta de Comunicação para a marca de leite Nova Açores. [Trabalho de projeto de mestrado, Escola Superior de Comunicação Social]. Repositório Científico do Instituto Politécnico de Lisboa. http://hdl.handle.net/10400.21/14258
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social