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Authors
Advisor(s)
Abstract(s)
A publicidade é uma das técnicas de comunicação de marketing com maior impacto e incremento nas sociedades contemporâneas. Contudo, ressentindo-se dos efeitos de uma sociedade em mudança, as abordagens publicitárias tradicionais têm vindo a perder relevância e eficiência. Em resposta a esta tendência, as marcas primam cada vez mais pela originalidade e por soluções capazes de envolver o consumidor.
Neste contexto tem-se assistido nos últimos anos à crescente aproximação das marcas ao consumidor no espaço público, físico e urbanístico, o qual surge cada vez mais como palco preferencial para uma diversidade de iniciativas publicitárias. Algumas resultam da evolução do Outdoor convencional, outras da evolução do material de ponto de venda, convergindo ambas numa nova forma de comunicar designada por Ambient Media, outras ainda do desenvolvimento de publicidade alternativa, conhecida por Brand Entertainment, ou do desenvolvimento de fórmulas antigas como o Patrocínio de Eventos.
Em face deste cenário decidimos estudar a eficácia de um evento, o Rock in Rio Lisboa, como canal de comunicação publicitária no espaço público. Para tal realizámos um pós-teste quantitativo, de natureza confirmatória, da relação de causalidade entre as emoções e as atitudes associadas a este evento e a atitude e intenção de compra associada a uma das marcas patrocinadoras da edição de 2010, a Vodafone, tendo por base o modelo de Martensen et al. (2007).
No fundamental, os resultados do teste permitem-nos concluir que embora não se confirme a relação entre a atitude relativamente ao evento e a atitude relativamente à marca, se confirma, não obstante, a relação entre as emoções despertadas pelo Rock in Rio Lisboa e as emoções associadas à Vodafone. A este efeito acresce o papel dos Benefícios Sociais associados ao evento, já que o seu impacto nas emoções positivas associadas ao mesmo irá repercutir-se igualmente nas Emoções associadas à marca.
ABSTRACT: Advertising is one of the marketing communication techniques with more impact and increment in contemporary societies. However, resenting itself of the effects of the changing society, the traditional advertising boardings have been losing relevance and efficiency. To respond to this tendency, brands seek more often originality and solutions in order to involve the consumer. In this context, in the last years, we can trace the increasing approach of the brands to the consumer in the public space, both physical and urban, which emerge as a preferable stage for many advertising initiatives. Some are the consequence of the evolution of conventional outdoor; others the evolution of point of sale material, converging both in a new way of communicating called Ambient Media; others, the development of alternative advertising, known as Brand Entertainment, or the development of old formulas like sponsorship. In such scenery, we decided to study the efficiency of an event, “Rock in Rio Lisboa”, as an advertising communication channel in public space. As such, we made a quantitative post-test, in order to confirm the cause connection between emotions and attitudes inherent to this event and the attitude of purchasing intention inherent to one of the sponsorship brands of 2010 edition, the Vodafone, all of which theoretically supported in Martensen et al. (2007) model. Essentially, the results of the test allow us to conclude that, although it doesn’t confirm the relation between the attitude towards the event and the attitude in connection with the brand, it’s possible to confirm, nevertheless, the relation between the emotions provoked by “Rock in Rio Lisboa” and the emotions related to Vodafone. Alongside this effect, Social Benefits role is also visible, since his impact upon the positive emotions related to the abovementioned festival, will have its influence in determining the emotions towards the brand.
ABSTRACT: Advertising is one of the marketing communication techniques with more impact and increment in contemporary societies. However, resenting itself of the effects of the changing society, the traditional advertising boardings have been losing relevance and efficiency. To respond to this tendency, brands seek more often originality and solutions in order to involve the consumer. In this context, in the last years, we can trace the increasing approach of the brands to the consumer in the public space, both physical and urban, which emerge as a preferable stage for many advertising initiatives. Some are the consequence of the evolution of conventional outdoor; others the evolution of point of sale material, converging both in a new way of communicating called Ambient Media; others, the development of alternative advertising, known as Brand Entertainment, or the development of old formulas like sponsorship. In such scenery, we decided to study the efficiency of an event, “Rock in Rio Lisboa”, as an advertising communication channel in public space. As such, we made a quantitative post-test, in order to confirm the cause connection between emotions and attitudes inherent to this event and the attitude of purchasing intention inherent to one of the sponsorship brands of 2010 edition, the Vodafone, all of which theoretically supported in Martensen et al. (2007) model. Essentially, the results of the test allow us to conclude that, although it doesn’t confirm the relation between the attitude towards the event and the attitude in connection with the brand, it’s possible to confirm, nevertheless, the relation between the emotions provoked by “Rock in Rio Lisboa” and the emotions related to Vodafone. Alongside this effect, Social Benefits role is also visible, since his impact upon the positive emotions related to the abovementioned festival, will have its influence in determining the emotions towards the brand.
Description
Dissertação de mestrado apresentada à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.
Keywords
Publicidade Espaço público Eventos Ambient advertising Rock in Rio Lisboa Advertising Public space Events
Pedagogical Context
Citation
Fidalgo, F.M.M. (2011). Eficácia do Rock in Rio Lisboa como canal de comunicação publicitária no espaço público: Estudo do caso Vodafone. (Dissertação de mestrado em Publicidade e Marketing , não publicada, Escola Superior de Comunicação Social-IPL, Lisboa, Portugal). Disponível no Repositório Científico do IPL http://hdl.handle.net/10400.21/11400 [Acedido em abril 03, 2020].
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social