Dissertations / Theses on the topic 'Copywriting'

This thesis aims to recommend the best communication mix and at the same time ways and content of communication for educational and similar kind of institutions. The first part of the thesis focuses on influence of the Internet on marketing and investigates options of communication tools which the institutions can choose from. The second part of the thesis covers a copywriting topic which means ways how to work with communication content. The next part focuses on real example of educational institution and its way of looking for the best communication mix with examples of issues which can occur in the real praxis. At the end the thesis summarizes important steps which together create instructions how to accomplish the best communication mix on the internet for educational institutions.

De acordo com uma estimativa realizada pela União Internacional de Tecnologia (UIT), mais de metade da população mundial (53,8%), o que corresponde a cerca de 4,1 mil milhões de pessoas, estão conectadas a um serviço de Internet. A utilização desta ferramenta é praticamente indispensável e hoje considerado um utensilio básico quer no trabalho, quer na vida pessoal mas também uma das maiores dependências. Neste contexto surgem as agências de marketing digital para aumentar a notoriedade e destacarem um negócio neste mercado tão vasto e em constante actualização. Este relatório de estágio, tem como principal objectivo relatar a experiência laboral realizada na agência de marketing digital WayNext, entre setembro de 2018 e fevereiro de 2019. Durante o estágio foram acompanhados diversos projetos e colaborações no desenvolvimento de diversas tarefas: redacção de artigos para blogues, páginas de clientes e para a própria página da WayNext (Copywritting); a introdução e edição de conteúdos em backoffice e Wordpress; realização de análises de mercado e construção de base de dados. Para além destas, também foi mantido o contacto com as restantes áreas de actuação da agência. Todos os trabalhos foram desenvolvidos em contexto de equipa tendo sido importante a discussão de ideias e os modos de acção por parte de diferentes visões; Internship Report at Digital WayNext Agency Abstract: According to an estimate made by the International Union of Technology (IUT), more than half of the world's population (53.8%), corresponding to about 4.1 billion people, are connected to an internet service. The use of this tool is practically indispensable and today is considered a basic tool both at work and in personal life but also one of the biggest dependencies. In this context, digital marketing agencies emerge to raise awareness and highlight a business in this vast and constantly updated market. The main objective of this internship report is to describe the work experience carried out at WayNext digital marketing agency, between September 2018 and February 2019. During the internship were followed several projects and collaborations in the development of various tasks: writing articles for blogs, customer pages and WayNext's own page (Copywritting); the introduction and editing of backoffice and Wordpress content; market analysis and database construction. In addition to these, contact was also maintained with the other areas of activity of the agency. All works were developed inserted in a team context and it was important the discussion of ideas and modes of action by different views.

Main purpose of this thesis based on analysis, searching and synthesis of accessible sources is to describe web copywriter's role concerning content, to position copywriting into web life-cycle and to prove efficiency of copywriting by its application on specific web site. Thesis' contribution, except from outlining important -- but still unappreciated -- web copywriter's role, is to integrate web copywriting into separate phases of web development life-cycle. Practical part of thesis is beneficial as an illustrative sample of application web copywriting's principles onto existing web site. Thesis is divided into four chapters (except introduction and conclusion). In first chapter, Internet culture and its specialities concerning web copywriting are described, followed by detailed specification of principles and characteristics of web copy in terms of its structure and content construction. The second chapter is dedicated to binding web copywriting to rapidly growing marketing tool called search engine optimalization. The chapter also includes description of content and qualification aspect of SEO copywriter's role. The third chapter explains integration of web copywriting activities into web life-cycle's process model. The last chapter demonstrates on application of web copywriting onto running web site on practical example. Keywords: web copywriting, web life-cycle, SEO, web copywriter, web content

This dissertation is focused on copywriting or writing advertising content for online stores. Its main objective is to create instructions for writing successful text for online stores based on synthesis. Simultaneously, another aim of my dissertation is to use these findings in copywriting for selected e-shops. Both theoretical and practical parts are based on professional resources and my own experiences with copywriting beginning in 2006. This document is structured in three main parts. In the first part, I focus on theoretical recommendations for writing advertising content. In addition to creating product descriptions, this chapter deals with the preparation of texts for categories, home pages, shipping and payment sections, about us pages, articles and microcopy. In the next chapter, I describe measuring and evaluating the performance of advertising texts for online stores. The third part is devoted to the application of theoretical knowledge and to writing texts for selected eshops, including an evaluation of their success. Thanks to the selected structure, this dissertation covers almost all issues of copywriting for eshops. Chapters are structured in the same way as my usual copywriting process. I believe that my dissertation will become a useful knowledge resource for beginners and advanced copywriters, Internet marketing experts and online store owners. Selected parts of my dissertation are enhanced by my own experience, knowledge and demonstration examples. Most of them can be found on real company websites and online stores. Also, I continually refer to related resources that may be useful for every reader with deeper interest in this issue.

The study examines the English marketing material for the Kuusamo Lapland internationalization strategy, in particular the brochure ‘Kuusamo Lapland: The Call of the Four Seasons’. The copywriting text of the brochure is studied in order to define whether it contains linguistic errors, how those errors can be explained and if there are any consistencies between them, and whether they affect the accessibility of the text from the viewpoint of a native speaker of English. The study is based on the error analysis methodology and the theories of interlanguage, linguistic transfer and interference. The data, that is, the errors in the material, is examined using the error analysis methodology developed by S. Pit Corder. The errors are identified and explained by means of intuitive interpretation which is enabled in part by the assumed shared native language (Finnish) between the researcher and the producer of the text. If the error can be explained by a feature in the native language, it is deemed as an interference error. If no such explanation can be found, the error is analysed as a feature of the interlanguage not based on the effects of transfer or interference, as is possible in interlanguage studies. The study shows that there are indeed interference errors in the data, and that there are some considerable consistencies between them. The most prominent consistencies are the over-generalised use of the modifier + modified noun phrase and the over-generalised use the English demonstratives ‘this’ and ‘these’. The consistent features can be explained by features that are quite prominent in the native language, and can thus be seen as transferred to the writer’s interlanguage by means of linguistic interference. These results, along with the errors that were not explained with interference, can also be viewed as a partial description of the writer’s interlanguage grammar. The findings suggest that the copywriting in the source material cannot be viewed as adequate to be used as marketing material for an English speaking audience. Even though the accessibility aspect is not put in jeopardy by the errors, the text still appears as foreign and sometimes difficult to understand to a native speaker of English. Therefore the text should be revised to be able to serve its purpose. With regard to further study in interlanguage, the findings and data could be used in a more thorough study based on the same material, or similar material from the same writer. Moreover, contrastive studies between English and Finnish can be used to augment the findings
Tutkielmassa arvioidaan Kuusamo Lapland -kansainvälistymisstrategian englanninkielistä markkinointimateriaalia. Varsinaisena tutkimusaineistona on esite “Kuusamo Lapland: The Call of the Four Seasons”. Esitteen toimitetusta tekstisisällöstä pyritään löytämään kieleen liittyviä virheitä joiden syntytapa pyritään samalla selittämään. Virheiden väliltä pyritään myös löytämään johdonmukaisuuksia. Tutkimuksessa kiinnitetään huomiota siihen miten virheet vaikuttavat tekstin ymmärrettävyyteen englanninkielisen lukijan kannalta. Tutkielmassa hyödynnetään virheanalyysin metodologiaa sekä kielitieteen teoriaa välikielen ja kielellisen transferin ja interferenssin osalta. Tekstissä esiintyvät virheet analysoidaan S. Pit Corderin kehittämän virheanalyysimetodologian avulla jossa virheet pyritään havaitsemaan ja selittämään intuitiivisen tulkinnan kautta. Intuitiivisen tulkinnan mahdollistaa osittain tutkijan ja tekstintuottajan oletettu yhteinen äidinkieli (suomi). Jos virhe on mahdollista selittää äidinkielessä esiintyvän piirten avulla, se luokitellaan interferenssistä johtuvaksi. Jos virhettä ei puolestaan voida selittää äidinkielen avulla, sen ei katsota johtuvan trasferista tai interferenssistä, vaan olevan oma välikielen osansa. Tutkimus osoittaa että tutkimusaineistossa esiintyy interferenssivirheitä joiden välillä pystytään osoittamaan myös selviä johdonmukaisuuksia. Selkeimmät johdonmukaisuudet ovat sekä määritteestä ja määritettävästä (modifier + modified) koostuvan substantiivilausekkeen että demonstratiivipronominien “this” ja “these” ylikorostunut käyttö. Virheet ja niiden johdonmukaisuus on mahdollista selittää äidinkielessä yleisesti esiintyvien piirteiden avulla, ja täten piirteiden esiintymisen välikielessä katsotaan johtuvan kielellisestä interferenssistä. Edellämainitut tulokset yhdistettynä muusta kuin interferenssistä johtuvien virheiden kuvaukseen toimivat samalla tekstintuottajan välikielen kieliopin osittaisen kuvauksena. Tuloksien mukaan lähdemateriaalin tekstisisältö ei ole tarkoituksenmukaista suunnattuna englanninkieliselle kohdeyleisölle. Vaikka tekstin ymmärrettävyys ei täysin vaarannukaan virheiden myötä, se näyttäytyy silti englanninkieliselle lukijalle vieraana ja jossain määrin vaikeasti ymmärrettävänä. Tästä johtuen teksti tulisikin tarkistaa ja korjata jotta se toimisi kohdeyleisölleen parhaalla tavalla. Perinpohjaisempi välikieleen keskittyvä jatkotutkimus on mahdollista perustaa samalle lähdemateriaalille tai saman kirjoittajan tuottamalle samankaltaiselle materiaalille. Tämän lisäksi voidaan hyödyntää vertailevan kielitieteen tutkimustuloksia englannin kielen ja suomen kielen osalta

Vad är det som får dig att lita på en text du läser? Är det känslan? Är det fakta? Eller något helt annat? Och vad får dig att misstro den? Det finns regler för hur allt här i världens ska och bör skrivas, så självklart finns det även regler för informativa texter, säljande texter, och till och med propaganda. Denna studie syftar därför till att undersöka hur dessa olika tekniker och berättargrepp påverkar texter i sin helhet. Specifikt vilka av dessa berättargrepp som får läsaren att misstro texten. Genom litteraturstudier definierades först en rad olika berättargrepp, uppdelade efter kategorierna: Informativa, Säljande/Övertygande, samt Propagandistiska. Utifrån dessa berättargrepp formulerades sedan tre texter, en per genre. Dessa tre texter utvärderades av tre deltagare i en expertpanel som alla har olika erfarenheter kring det svenska språket. En svensklärare, en retoriker och en litteraturvetare. Efter att panelen kom med feedback skrevs texterna om och dess trovärdighet utvärderas via enkäter. Utifrån det kunde det konstateras att de berättargrepp som gav sämst trovärdighet för informativa texter var dess längd. För säljande texter var de som talade om för läsaren hur de skulle agera. Och för de propagandistiska var det selektering och förenkling. Överlag upplevdes den informativa texten som mest trovärdig, och den propagandistiska som minst.
What makes you trust what you’re reading? Is it the emotions in the text? Is it the facts? Or isit something entirely different? And what makes you not trust it? There are rules toeverything in the copywriting world, which means that there are also rules for how youshould write informative copy, selling copy, and even propaganda texts. This study aims toinvestigate and analyze how these techniques and narration rules affect the texts as a whole.Specifically, the study wants to examine which of these narration rules makes the readermistrust the text. Through literary studies, several narration rules have been defined. Theseare divided into three categories: Informative, Selling and Propagandistic. From thesenarration rules three texts were formulated, one text per genre. These three texts wereevaluated by three participants in an expert panel, all of which had different experiences withthe Swedish language. One Swedish teacher, one rhetorician and one literary scholar. Afterthe panels feedback the texts were rewritten, and the credibility of the rewritten text wastested through surveys. On this basis, it was found that the narration rule that gives the worstcredibility for an informative copy was its length. For selling copy it was the ones telling thereader how to act. And for the propagandistic it was selecting and simplification. Overall theinformative text was considered the most credible, and the propagandistic the least.

Genom tilltal och omtal med olika personliga pronomen kategoriserar och definierar vi oss själva och andra, och förstår på så sätt vårt sociala sammanhang. Inom reklamen, som i högsta grad handlar om identiteter, finns trots detta ett förvånansvärt litet intresse av pronomen, varför denna studie har som ambition att undersöka just detta. Vilket pronomen bör användas i vilket sammanhang? Med avseende på mottagaren undersöker studien ett du-tilltal, ett ni-tilltal och ett tilltal utan pronomen. Med avseende på avsändaren undersöker studien ett vi-omtal och ett omtal utan pronomen. Genom en enkätundersökning och intervjuer fastställs slutsatsen att reklamskribentens val av pronomen bör baseras på en god kännedom om målgrupp, produktgrupp och varumärket ifråga. Som tilltal för mottagaren bör ett du användas, eller inget pronomen alls. Du:et bör användas när annonsen ska spegla en individuell köp- eller användarupplevelse, när produkten är dyr och exklusiv eller när mottagaren ska lyftas fram ur mängden. Att utelämna pronomen kan istället passa när du:et upplevs som alltför påträngande. Studien kommer också fram till att ett ni-tilltal helst bör undvikas. Vad gäller omtalspronomen för avsändaren framkommer att det klassiska vi:et både kan och bör uteslutas i vissa situationer. Vi:et upplevs peka på en avlägsen men mänsklig relation där mottagaren till viss del känner sig exkluderad. Att istället utesluta omtalspronomen leder till att mottagaren känner sig stå närmare avsändaren vars budskap också upplevs som sannare.

The work deals with the content strategy, methods and techniques how to prepare, design and create web content according to established goals. The theoretical part defines role of the content strategy, introduces methods, content life cycle and potential benefits and outputs of the content strategy in its phases: preparation, analysis, creation, evaluation and content management. Work also discussed the interaction with other fields of web design and legal limits, which affect online content in the Czech Republic. The main objective of this diploma thesis is to design new web content strategy for organization. After describing the initial situation and goals, mentioned methods are used to the systematic management of web content. Thanks to the results of this content strategy (target group definition, competitive content analysis, existing content inventory, keyword analysis, information architecture, style guide, content plan, content model, creation process and content management), readers get the guidance, which can inspire them in their practice.

The main purpose of this master's thesis is the application of selected methods of internet marketing, checking their effectiveness and controlling their impact to visit rate of regional website. Due to the limited budget my work is mainly focused on inexpensive ways of applications of internet marketing. In the theoretical part I firstly demonstrate the techniques that I deal with. In the practical part I introduce the initial situation of the regional website, including the specifics of its visit rate. After the describing and application of marketing changes, I analyze the same metrics one year later to detect differences and development of website. In the conclusion I offer the concrete recommendations for managers of regional website.

This dissertation explores the practice of transcreation as a consulting service aimed at companies wishing to enter the global market. Since a universally accepted definition of such term does not exist, different players use it to refer to different activities. In an attempt to investigate the meaning and scope of transcreation, as well as the skillset it requires, this dissertation consists of a theoretical part (Chapters 1 and 2) and a practical part (Chapter 3). The first chapter presents the opinions of academics, language services providers (LSPs) and transcreation experts. The different positions collected in this section are compared and discussed in order to better define transcreation and avoid any further misunderstanding about the practice. Lastly, the first chapter analyses the role of the transcreation expert by explaining in detail the four main skills it requires and the reasons for its increasing importance in the global market. The second chapter examines advertising and promotional materials, i.e. the kinds of texts to which transcreation applies. Not only does it illustrate the difference between above-the-line and below-the-line communications, but it also covers the different media used in advertising. In addition, the analysis of a billboard and two web pages in their Italian transcreation will help to further clarify the difference between translation and transcreation, both in the approach to a text and in the actual workflow followed. The third and final chapter of the dissertation, which entails the English to Italian transcreation of five different print ads performed by this author, aims to show how transcreation works in practice. By highlighting the main strategies used and difficulties encountered, it will also contribute to the notion of transcreation as a hybrid practice – something halfway between translation and copywriting, performed by professionals who possess the skills of both translators and copywriters.

The thesis deals with the optimization of website of thai massage studio. This work includes evaluation of the initial state, a proposed amendment, keyword analysis, optimization of texts and support through building backlinks. Evaluation of success is done through the analysis of traffic and tracking the position of the primary keywords on major search engines in the Czech Republic - Google.cz and Seznam.cz.

Just nu är miljontals människor världen över i akut behov av hjälp och stöd. Det finns idag en stor mängd humanitära välgörenhetsorganisationer som arbetar med just detta. Deras verksamhet är beroende av att privatpersoner går in och stöttar, vilket innebär att organisationernas kommunikation utåt är avgörande för att kunna nå dem. Syftet med denna studie är därför att undersöka hur olika annonstyper inom humanitära välgörenhetsorganisationer påverkar människor. I en pilotstudie identifierades tre olika annonstyper som använts i denna studie. För att se om någon av annonstyperna fick en starkare respons användes en kvantitativ enkät där 70 respondenter svarade. För att undersöka hur bild och text i annonstyperna påverkade mottagare genomfördes nio kvalitativa intervjuer. I både enkät och intervjuer fick de som deltog se de tre olika annonstyperna och svara på frågor kring dessa. Resultatet av studien visar att de tre annonstyperna väcker olika känslor och reaktioner hos olika människor, samt att en för hög exponering av en viss annonstyp kan leda till att mottagaren inte påverkas i lika hög utsträckning. Detta tyder på att en varierad kommunikation är den mest effektiva för att humanitära välgörenhetsorganisationer ska kunna påverka så många människor som möjligt.

Basic and the most important terms closely connected with marketing strategy on the Internet are descibed in this diploma thesis. The practical part contains processed SWOT, market, competition and customer analysis. Online marketing strategy which should increase awareness of the brand of a particular company, test each form of promotion and in case of success to gain new orders is created on the basis of the evaluation of the environment and prospects of the company. A practical goal is removing weaknesses of the company found by means of SWOT analysis. At the same time the theme of this thesis can meet a practical usage fot the readers who search up-to-date knowledge for marketing of their companies in the same or similar business branch.

Whereas prior research on artificial intelligence has dealt with automation in fields like medicine, engineering, and computer science, this research study seeks to answer the question, “To what extent can AI be creative in the context of content strategy?” To answer this, this study employs content analysis using 16 online news and blog articles from primarily marketing organizations to identify and explain key variables surrounding the relationship between the computer and the creative professional. This study has found that the core belief that AI will play the future role of creative assistant in the context of content strategy is shared among many online marketing publications. As AI becomes increasingly capable of taking on lower level creative tasks such as content organization, ideation, basic copywriting, and photo editing, many believe this will open up more time for content strategy professionals to accomplish more creatively demanding, big picture tasks.

This diploma thesis applies the principles of systemic thinking to the current web design process. It focuses on dealing with the issues related to conflicts and diversity of opinions among individual members of the team working on web design. In the theoretical part, this thesis deals with topic areas and activities relevant for modern approach to web design and the overall role of the user during the design process. In the practical part, the team responsible for web design is viewed as a soft complex system, to which Checklands soft system methodology is applied as a problem-solving tool.

The main target of this work is to monitor the current status and advancement of Internet marketing at pre-arranged trading company. From analysis to draw conclusions, submit them to the guidance, recommend next steps, let it them approve and begin implementing the newly proposed solutions. The author discusses how detailed survey of the current marketing market and customer analysis of the company due to the best possible choice of appropriate marketing techniques. The aim is to streamline the work, save costs, increase conversion rates, and increase the competitive advantage of the customer company. Practical steps are based on theoretical knowledge acquired before and during the creation of this work. The result already is deployed Internet marketing strategies. All the practical work is carried out in the customer enterprise on real data with real Budge on a real goods. The practical part includes evaluation of new marketing techniques, comparison with the prior and subsequent recommendations for the future.

This thesis focuses on the definition of important terms in e-commerce for the proper functioning e-shop. It analyzes the current condition of an existing e-shop and on the basis of the weaknesses proposes a partial strategy for further promotion of trade.

Planeamos esta tesis para observar si determinado uso de los recursos de manipulación enunciativa es un aspecto bien considerado por los profesionales de la redacción publicitaria en internet. Nos centramos especialmente en la deixis como rasgo que hace los textos publicitarios más dialogantes. En este sentido, también estudiamos la selección de los actos de habla. Para ello extraemos el campo de estudio de entre las acciones de comunicación presentadas al FIAP de 2009. De este modo podemos comparar el uso de la deixis en tres grupos de referencia: las acciones premiadas, las seleccionadas en lista corta y las no seleccionadas. Una vez transcritos todos los banners clásicos y enriquecidos, los dividimos en enunciados, sintagmas y/o palabras para analizar y cuantificar la deixis presente en todos ellos. También observamos y procesamos los actos de habla que encontramos. El cruce de los datos obtenidos nos permite concluir que el mayor uso de la deixis es un factor bien valorado puesto que los anuncios premiados resultan ser los de mayor densidad deíctica. Asimismo catalogamos una nueva clase de deixis, la de interfaz, que se convierte en definitoria de la redacción publicitaria en internet. Con todo, establecemos un conjunto de 9 consejos para usar la deixis en la redacción publicitaria. También trazamos el modelo de emisor y de navegante que queda definido por las selecciones de actos de habla encontradas. El estudio realizado nos revela que el contenido verbal de los banners son textos en acción entre interlocutores.
We plan this thesis to observe if determinate use of the marks of utterance manipulation is well considered by the professionals of the advertising copywriting in internet. We centre especially in the deixis as a factor approaching the advertising texts to dialogue. In this sense, we also study the selection of the acts of speech. We extract the field of study among the actions of communication that concurred to the FIAP of 2009. In this way we can compare the use of the deixis in three groups of reference: the actions rewarded the selected in the short list and the ones not selected. Once transcribed all the banners, classical and enriched, we divide them in utterances, syntagmas and/or words to analyse and quantify the deixis present in all them. We also observe and process the acts of speech found. The crossing of the data obtained allows us to conclude that the greater (and better) use of the deixis is a well valued factor because the announcements rewarded result to be the ones with a bigger deixis density. Likewise we catalog a new class of deixis, the interface one that turns into characteristic of the advertising copywriting in internet. In all, we establish a group of 9 councils for a better deixis use in the advertising copywriting. We also trace the model of the emissary and and the model of the internet user. Both are defined by the selections of acts of speech we found. The study reveals that the verbal content of the banners are texts in action between interlocutors.

碩士
明志科技大學
視覺傳達設計系碩士班
104
An investigation of habits from Taiwan Sports Administration has shown the increase of female exercising population. The target audience of sports market used to be male consumers. Nowadays international sports companies aim at promoting to female audience. A recent surge in the popularity and number of running events in Taiwan has not only increased the population of female runners, but also propelled sports business in Taiwan. As female running’s popularity has taken off, so have sales of sports wears and shoes. The female sports market has been taking more and more seriously. In order to better understand female runners, their characteristics are one of the main elements in this research. Investigating female runners’ behaviors and characteristics on sports is to make attractive copywriting for female runners. The purpose of this study is to illustrate the connections between female runners and copywriting. Three qualified female runners were participated in this study. The data was collected with Qualitative research method, and analyzed by coding techniques. The interview questions are about their exercising habits and experiences. Meanwhile, the copywriting from Nike and adidas in the past three years were collected and categorized to reveal the female runners preferences. Finally, three major findings are addressed in this study, including: (a) Characteristics of female runners. (b) Sports copywriting preferences of female runners. (c) Copywriting strategies for marketing to female runners. The results revealed that female runners have the eight following characteristics: 1.need external motivation; 2.high self-esteem; 3.sociable; 4.confident; 5.positive attitude; 6.positive thinking; 7. higher body consciousness. Two aspects of copywriting for females emphasized in this study are as following: 1. Active voice and positive words are more attractive; 2.Female runners don’t go by rules. The preferences and their characteristics are related, and can be applied in the future.

碩士
義守大學
管理學院管理碩博士班
100
This research applies empirical approach, of which the purpose is to find out how both commercial pun slogan and brand awareness could affect consumers' memory toward the advertisement. If a particular commercial slogan could successfully grab consumers' attention, then it will strengthen consumers’ memory and ability to recall a particular advertisement, product, or brand. ELM (elaboration likelihood model) was utilized by this study to imply the interrelated effect of commercial slogan (pun/general) and brand awareness (high/low level) on consumers’ memory. All collected data are analyzed and statistical hypothesis tested through various methods, which includes (a) descriptive statistics, (b) analysis of variance (ANOVA), and (c) regression analysis. Limitations of the study are also provided. This result from this study proves that consumers are definitely attracted by commercial pun slogan. Therefore, this study suggests that companies should input more effort in creating strong advertising materials, in order to better impress consumers and to well distinguish own brand to others. If brands with high level of awareness can create large market share through advertising, on the other hand, companies and brands with low awareness should definitely make a good sales pitch by marketing through advertising

碩士
國立雲林科技大學
視覺傳達設計系
107
Due to the developed social media, widespread advertising and quite fierce competition among brands at present, it is not easy for consumers to understand the core concept of brands in such environment. Many operators often spend a lot of money within budget on advertising, but the results are not significant, and the costs and gains are obviously out of proportion. Therefore, it is the key point to the existence of products in finding out the motivation to promote consumers’ actions and stand outing from many competitors. Advertising can create distinctive features for a brand and impress consumers, and also can interact with consumers to make the relationship closer. Copywriting plays a soul role in it. It transmits the message to the audience in a concise, powerful and elegant manner, just like the spokesman of a brand, and it is a good tool for dialogue with the audience. The copywriting is irreplaceable in advertising according to the two former papers. It is not an unconstrained style of words, but a product under careful consideration through checks at each level. The writing needs to be done step by step and cannot be completed carelessly. It can be seen that the thinking logic behind the words is quite worth discussing. This research is divided into two stages. Firstly, it is to understand the writing skills for copywriting and the framework of thinking logic for the ideas behind the writing from the perspective of senior copywriter. Then, it is to establish a preliminary “advertising copywriting communication and decision-making model” through grounded theoretical analysis; then the professional from the industry is visited to supplement the actual operation methods and contents of copywriters in the advertising workplace. Through the professional arguments of the above two experts, it is learned that the “consignor”, “product” and “target audience” shall be carefully considered for the advertising-related work in this research. Only on the basis of these three principles can the advertising achieve publicity effect. The viewpoints of experts in the academic circles and the industry are supplemented with each other, and researchers understand the strategic operation models behind the advertising copy, to establish the key points of communication and decision-making and thinking logic, and provide personnel engaging in relevant fields and students for further study as references, thus the thinking is clearer in the process of writing the copy.

Relatório de estágio de mestrado em Ciências da Comunicação (área de especialização em Publicidade e Relações Públicas)
O presente relatório procura entender como o copywriting pode influenciar o engagement no mundo digital das empresas, mais precisamente, na rede social Facebook. Esta questão surge da minha experiência de estágio, que me permitiu trabalhar no setor das redes sociais. Através do Marketing Digital, que nasceu com a Internet, surge o Marketing de Conteúdo que possui uma influência enorme no mundo digital, sendo ele responsável pela criação de uma peça capaz de atrair quem deseja. Propagar ideias, conhecimentos e divulgar produtos passou a ser feito de forma mais fácil e rápida. Atualmente, as redes sociais são uma “ferramenta indispensável no arsenal de marcas e negócios de todos os tipos, com novas oportunidades para construir relacionamentos, envolver-se com clientes e aumentar as vendas” (Macarthy, 2014, p. 3), assim como, divulgar-se a si mesmos. Neste sentido, o Facebook foi um dos principais pilares nesta revolução, capaz de criar novas formas de estabelecer contactos pessoais e profissionais. A materialização de conteúdos dá-se, entre outras formas, através da elaboração de copys1 para publicações nas redes sociais. O copywriting entendido como o processo criativo de escrita de texto para anúncios ou material publicitário (Bowdery, 2008) torna-se, assim, um ponto essencial, pois aborda os utilizadores da melhor forma para comunicarem a “mesma língua”, possibilitando que a mensagem seja bem recebida. Para Figueiredo, “o texto é a grande chance de aumentar o contato do consumidor com a marca” (2005, p. 34). Observando a atividade dos utilizadores das redes sociais, sobressaem dois fatores de relevo: a participação e o envolvimento (ou engagement). O engagement traduz-se na capacidade de envolver os utilizadores em interações significativas e vantajosas. “A ciência de obter atenção é complementada pela delicada arte de ganhar e cultivar relacionamentos” (Solis, 2010, p. xiv). Através do presente relatório foi possível concluir que o copywriting influencia o engagement, quer através do tema retratado, do tom de escrita, entre outros fatores que contribuem para o sucesso de uma publicação. O caso estudado revela, de forma geral, um baixo grau de interação e envolvimento face ao copywriting produzido nas publicações da página de Facebook da Cachapuz.
This report seeks to understand how copywriting can influence the engagement in companies digital world, more precisely, on the social media Facebook. This question arises from my internship experience, that allowed me to work on social medias. As Larossa says with “the growth and advancement of the Internet, millions of people started using technology to propagate their ideas, their knowledge" (2016, p. 79) and publicize their products. Through Digital Marketing, which was born with the Internet, Content Marketing emerges with a huge influence in the digital world, being responsible for creating a piece capable of attracting those who want it. Currently, social media are an “indispensable tool in the arsenal of brands and businesses of all kind, with new opportunities to build relationships, engage with costumers and increase sales” (Macarthy, 2014, p.3), as well as, disclose themselves. Facebook was one of the main pillars of this revolution, capable of creating new ways of establishing personal and professional contacts. The materialization of content occurs in several ways, being one of them the creation of copys for publications on social media. Copywriting seen as “the creative process of writing text for advertisements or advertising material” (Bowdery, 2008) thus becomes an essential point, as it addresses users in the best way to communicate “the same language”, allowing that the message is well received. For Figueiredo, “the text is a great chance to increase consumer contact with the brand” (2005, p. 34). In understanding of the activities of users in communication processes on social media, some details of great importance arise, such as participation and engagement. This concept translates into the ability to involve users in meaningful and beneficial interactions. “The science of getting attention is complemented by the delicate art of winning and cultivating relationships” (Solis, 2010, p. xiv). Through this report it was possible to conclude that copywriting influences engagement, whether through the theme portrayed, the tone of writing, among other factors that contribute to the success of a publication. The case studied reveals, in general, a low degree of interaction and involvement compared to the copywriting produced in the publications of Cachapuz's Facebook page.

É necessário considerar o facto de que os mercados se encontram em constante mudança, e com isso advém a mudança do consumidor no geral. Este consumidor atual é mais rígido e meticuloso com as suas decisões e opiniões, obrigando a que as empresas acompanhem este crescimento e evoluam lado a lado. Ao longo de todas as mudanças que se vão apresentando ao longo dos tempos, as empresas sentem a necessidade de se destacar umas das outras e sobressair aos olhos dos públicos. Isto para que consigam angariar um maior número de seguidores nas redes sociais, acompanhado com uma maior interação com os mesmos e, eventualmente, um melhor posicionamento de marca e mais vendas. Atualmente, a decisão de compra de cada consumidor não depende apenas do produto em si, mas também das opiniões e recomendações de familiares, amigos, ou apenas de outros usuários presentes nas redes sociais. Para além disso, o marketing digital e a forma como as empresas se movem estrategicamente nas redes sociais, através da interação, do conteúdo visual e do conteúdo escrito – copywriting -, permitem que as empresas consigam acompanhar de mais perto os seus públicos e consumidores, garantindo uma ajuda e atendimento ao cliente muito mais pessoal, informal e personalizada. Tendo em conta o estágio curricular em copywriting, na Brandtellers Studio, em Aveiro, que decorreu ao longo de três meses, o objetivo final, recaindo sobre o cargo da estagiária na entidade acolhedora, baseia-se na compreensão o impacto que o copywriting tem no sucesso das empresas online e demonstrar a sua influência e importância nas redes sociais perante os públicos.
It is necessary to consider the fact that markets are constantly changing, and with that comes the change of the consumer in general. This current consumer is more rigid and meticulous with their decisions and opinions, forcing companies to follow this growth and evolve side by side with them. Throughout all the changes that have been presented over time, companies feel the need to stand out from each other and stand out in the eyes of the public. This is so that they can see a growth in the number of followers on their social media, accompanied by bigger interaction with them and, eventually, a better brand awareness and more sales. Currently, each consumer's purchase decision depends not only on the product itself, but also on the opinions and recommendations of family, friends, or just other users present on social media. In addition, digital marketing and the way in which companies move strategically on social media, through interaction, visual content and written content - copywriting -, allow companies to monitor their audiences and consumers more closely, ensuring a much more personal, informal and personalized customer service and support. Considering the internship in copywriting, at Brandtellers Studio, in Aveiro, which carried out for three months, the final goal lies with the position of the intern at the welcoming entity, which is to understand the impact that copywriting has on the companies’ success and demonstrate its influence and importance on social media.

碩士
國立臺北教育大學
文化創意產業經營學系
106
Metaphor is a common operational technique in print advertising, which conveys the information and creative ideas hidden in the advertisement to the audience more uickly and easily. It is also established that the consumers’ ability to absorb the metaphoric meanings develops in time, adjusting to the changing market environment. Therefore, this study disassembles metaphor advertisements into background factors, metaphorical techniques. Through the interactive analysis of text analysis and secondary data, to understand the composition of advertising copy. A case study of PX MART 「economic aesthetics」 series, to llustrate metaphor advertising is commonly used to increase consumers’ interests toward an advertising, involvement with an advertising, advertising elaboration and leads to ad effectiveness. As a result, it was found that metaphor advertisements can be combined with social backgrounds, and contain utterances that are uttered to the advertising community. The combination of advertising and metaphor advertisements brings endless fun and effectiveness.This research infers the notion that persuasion effects are a function of metaphor advertising and visualize mental imagery.

A importância do copywriting foi muitas vezes negligenciada assumindo uma prioridade secundária. No entanto, o copywriting foi conquistando novas áreas e o seu valor tem vindo a ser reconhecido na vertente de experiência de utilizador. O projeto em contexto empresarial descrito nesta dissertação incidiu sobre o copywriting na integração de um software desenvolvido pela empresa Altice Labs denominado de IAM, cujo acrónimo denota Identity and Access Manager. Este sistema dedica-se à gestão de acessos e ao controlo de autenticações e identidades. Estudaram-se, em particular, soluções de microcopy. A investigação em causa é pertinente, pois apesar da atual evolução e envolvimento do copywriting em diversas áreas, considera-se ainda uma temática com muita oportunidade de exploração, principalmente levando em consideração o presente contexto. O objectivo fundamental consistiu em gerar uma compilação de informação aprofundada acerca da camada de copywriting. Neste cenário, com esta investigação pretendeu-se apresentar uma proposta de melhoria do copywriting que otimizasse a experiência de utilização do sistema tendo em consideração a usabilidade. Transportar a linguagem técnica do manual de normas para a interface, pela premissa de que os utilizadores com perfil técnico preferem essa linguagem, está errada. São utilizadores que pretendem efetuar uma ação da forma mais simples possível, recorrendo, idealmente, a uma linguagem humanizada. Obtiveram-se três tipos de resultados que foram categorizados de: resultados de usabilidade, sendo problemas que precedem a terminologia. Resultados conclusivos, onde existe uma recomendação ou sugestão a seguir. E resultados inconclusivos, onde as informações obtidas não permitem tirar conclusões. Reconhece-se que ainda existem muitos pontos a serem explorados numa perspectiva de usabilidade que transcendem o copywriting, mas que influenciam na sua eficácia. Para a experiência de utili
The relevance of copywriting has repeatedly been neglected, assuming a secondary priority. However, copywriting has been conquering new areas and its value for user experience has increasingly been recognized. The object of this investigation focus on copywriting for Altice Labs Identity and Access Manager (IAM) solution, which is responsible for access management, authentication, and identity control. This work is relevant because, despite evolution and engagement of copywriting in several areas, it is still considered a theme with solid opportunities to explore, especially having into consideration the current context. The main goal consisted in compiling extensive information about copywriting. With this investigation, a conclusion was drawn around a suggested model for improving interaction with the system, considering copywriting that contemplates usability optimization, the experience of the system. Transporting a technical language from the manual standards to an interface, by the premise that the user with technical profile prefers this type of language, is wrong. They want to make an action that be the simplest as possible using, ideally, a humanized language. This study obtained three types of results that were categorized in usability results, where the problems that precede a terminology. Conclusive results, where there is a recommendation or suggestion to follow, and Inconclusive results, where the data is insufficient to take conclusions. I’m aware that there are still several issues to explore considering usability, which many times transcend copywriting, but which may affect copywriting effectiveness. For IAM’s best user experience, it is advised to adopt a continuous improvement approach.
Mestrado em Comunicação Multimédia

碩士
崑山科技大學
視覺傳達設計研究所
96
ABSTRACT A sudden inspiration of copy writing not only can make images more meaningful, but also makes them vivider. The research discusses the printed advertisements of Amway by the idea of copy writing which makes the text of advertisement has more than one explanation. Therefore, the research focuses on sing and consumer behavior and has the following three characteristics: 1. The meaning of copy writing: Amway uses encouraging words to present the copy writing of advertisement. The researcher did not understand the real meaning of the three sentences of the copy writing that the goal is to build a better future for all the people until the time of interview. 2. The relationship between image and society: The two brands that Amway comp any focuses on bring out the social values and make them accept the standard which public approve. 3. The discussion of the connection of image and copy writing: the researcher will analyze the copy writings of the advertisements of Amway. In what ways that the advertisements of Amway change the consumer behavior. The researcher discovered there are seven connections that even transfer to the copy writing and make everything relate to consumption so that raise up the whole sales industry. Finally, under the tide of digitalization, the industry of advertisement of Amway develops a new sales mechanism and shortens the distance between consumers and technology.

碩士
國立臺北科技大學
工業工程與管理系碩士班
102
E-commerce in Taiwan has become well-developed, B2C internet shopping has become one of the shopping methods that customer are most familiar with the e-commerce has been developing better and better, the threshold of opening an e-store has significantly reduced, therefore the businessman want to make money on the internet. There are different kinds of e-stores, Among these the most popular ones are the shopping platforms managed by virtual businesses (e.g. Yahoo, Pchome, Rakuten, etc.). However, it comes with drawbacks, dealer can’t precisely keep track of the flow of sale, for example, the clicks, the conversion rate, etc. Therefore the businesses may encounter difficulty in marketing budget and decision making. A privately-built website can stand for a brand image of a company. The layout of website, representing a companys brand image is likely to increase the customer willingness in purchase. This research employs Google Analytics to observe the flow statistics collected from privately-built website. The statistics is used to evaluate the performance of website, provide the business with suggestion in marketing decision making. Results of a case study, we found that used different copywriting on the B2C electronic commerce shopping website, it will affect the website performance.

O trabalho desenvolvido numa agência de marketing digital é diversificado e desafiante. É necessário uma constante atualização de conhecimentos e uma excelente capacidade de trabalho em equipa. O presente relatório é o resultado final de um estágio curricular, integrado no Mestrado em Marketing e Comunicação, que decorreu entre novembro de 2016 e março de 2017, na agência de marketing digital Brandtellers Studio e culminou com um convite de realizar estágio profissional na empresa. O estágio visou a integração no setor de social media, através da gestão de redes sociais e respetivas comunidades. A par desse trabalho, realizaram-se algumas tarefas de análise de mercado para propostas comerciais e construção de bases de dados. Houve ainda a oportunidade de participar na criação de conteúdos escritos para vários projetos, através do copywriting – para redes sociais, blogues e newsletters. Esta última tarefa revelou-se fulcral para a evolução individual durante todo o estágio. Durante o período de estágio, foi elaborada uma revisão da literatura, integrada no relatório de estágio, sobre as seguintes temáticas: paradigma do marketing relacional, social media, marketing B2B nas redes sociais, transmedia storytelling e gestão de marca online. Neste relatório é ainda feita uma breve apresentação da agência e dos serviços que presta, com maior enfoque nas áreas de trabalho onde foi realizado o estágio curricular, e uma descrição das atividades realizadas ao longo daqueles quatro meses. Por fim, são apresentadas conclusões e sugestões para o desenvolvimento de trabalhos futuros.

O presente relatório é parte integrante do Mestrado em Marketing e Negócios Internacionais, que evidencia o estágio que decorreu entre 7 de janeiro e 12 de julho de 2019, na agência de marketing digital Brandtellers Studio, tendo em conta a parte não letiva do mestrado. O estágio na Brandtellers Studio foi desafiante e diversificado, sendo que tive a oportunidade de explorar diferentes áreas dentro do marketing digital com as quais nunca tinha trabalhado anteriormente. Começou com a gestão de redes sociais e suas respetivas comunidades, progredindo eventualmente para a criação de conteúdos, através do copywriting e criação de campanhas publicitárias em Google Ads e Facebook & Instagram Ads. Ao longo do decorrer do estágio, fui elaborando uma revisão da literatura, na qual foram incluídos todos os conteúdos teóricos que adquiri durante o mestrado em Marketing e Negócios Internacionais e que tiveram relevância e serviram de apoio para o meu estágio curricular, nomeadamente marketing relacional, inbound/outbound marketing, marketing B2B nas redes sociais, gestão de marca, entre outros. Neste relatório será feita também uma apresentação da entidade acolhedora, dos seus departamentos, o tipo de trabalho desenvolvido na agência, entre outros.

Hašková, G., Trenz, O., Using internet marketing tools in the online shop. Diploma thesis. Brno: Mendel University, 2015. This diploma thesis deals with internet marketing and practical using internet marketing tools. It includes keyword analysis, PPC advertising, e-mailing and Facebook marketing. The aim of this thesis is increasing sales of the specific online shop.

Este estudo explora algumas questões em torno do processo de criação e aumento do brand equity1 de uma marca através da influência da publicidade nesse mesmo método. A base desta dissertação é o estágio curricular desenvolvido na agência de publicidade Nylon entre os meses de março e julho de 2016. Este estágio permitiu a observação participante e a cooperação em vários projetos da agência com diversos clientes, o que contribuiu com casos reais de como a publicidade influencia o brand equity de uma marca, e por sua vez, de como o brand equity tem efeito na sua performance. De facto, foi essa a pergunta de partida para este estudo – “Como é que o brand equity influencia a performance de uma marca?” - e através da conjugação entre a literatura estudada e o caso de estudo da Nylon, foi possível responder a esta pergunta fundamentadamente e com precisão. Relativamente à literatura, foi feita uma revisão onde são abordados os temas principais que dizem respeito ao brand equity. O começo, passa por um capítulo sobre a comunicação, abordando o tema através das tendências de comunicação. Prossegue-se com um capítulo sobre publicidade, onde o objetivo foi teorizar de forma prática, começando por fazer uma abordagem à comunicação publicitária, servindo de ponte com o capítulo anterior. Segue-se com as etapas do processo criativo e as estratégias de publicidade utilizadas pelas agências para responderem aos pedidos dos seus clientes. Sendo o tema principal deste estudo a criação e o aumento do brand equity, não se podia deixar de teorizar, ainda que de forma breve, sobre um tema tão vasto quanto interessante, o branding2. Neste capítulo esclarecem-se tópicos como o que é uma marca e quais as suas características emergentes, os princípios do branding e as funções de uma marca. Faz-se ainda uma abordagem à estratégia de branding de uma marca e ao tópico da diferenciação. Chegando finalmente ao capítulo fulcral desta teorização – brand equity – é comentada a evolução da definição de brand equity, acreditando que a mais completa e bem estruturada é a de Keller e Kotler de 2009. Neste capítulo expõem-se ainda os princípios do brand equity e, por último, são explicados os dois modelos, de Aaker (1996) e de Keller (1993), onde percebemos a importância da lealdade e consciência da marca, bem como as associações mentais e emocionais que os consumidores têm da marca. Findada a conceptualização, é realizada uma exploração do caso de estudo da Nylon, onde o objeto de estudo são as marcas por esta trabalhada, durante o tempo de estágio acima descrito. São então apresentadas e explicadas as marcas, bem como os seus conceitos, e as estratégias de publicidade adotadas para cada uma. Para uma exploração mais profunda, são escolhidas quatro marcas – Super Bock, Playboy Condoms, Amb3e e Portugal Incoming - cujas estratégias publicitárias adotadas foram diferentes: afetiva, imagem de marca, abordagem à ressonância e reivindicação preemptiva, respetivamente. Por fim, é realizada a junção dos quatro casos num fio condutor, da qual resultam quatro principais conclusões - o constante investimento em brand equity contribui para a marca se tornar num símbolo, a inserção de uma marca já madura num novo setor de mercado leva ao aumento de brand equity, a ativação de marca é uma das melhores táticas para o aumento de consciência de marca e de associações à marca, e por sua vez, ao brand equity, e o copywriting é o elemento mais importante da publicidade para construir uma mensagem que chegue ao consumidor. Depois desta análise conceptual e empírica, e de correlacionar as duas, é possível apresentar uma resposta à pergunta inicial –. Uma boa estratégia de brand equity oferecerá ao consumidor uma relação de intimidade e confiança com a marca, fará com que este se sinta especial, e partilhe os valores e mensagens que acompanham a marca. Em última análise, o constante investimento no brand equity fará com que a marca se torne, não aquilo que vende, mas aquilo que o consumidor vê nela, ou seja, que se torne a preferida na mente do consumidor e por sua vez, no processo de decisão de compra. Podemos então dizer que, o aumento do brand equity de uma marca faz com que esta cresça tanto qualitativamente como quantitativamente.
This study explores some of the main questions about the processes of creation and increase of brand equity through advertising. The basis of this thesis is the internship developed in the advertising agency Nylon from march to july. This internship allowed both a participant observation and a cooperation in several projects of the agency with some of the their clients, which contributed with real cases about the way advertising can influence the brand equity of a brand, and on the other hand, how brand equity impacts its performance. In fact, that was the inicial question for this study – “How does brand equity influences the performance of a brand?” - and through the combination between the studied literature andthe Nylon study case, it was possible to answer this question accurately. With regard to the literature, it was made a review where the main issues that relate to brand equity are briefly addressed. The beginning goes through a chapter on communication, addressing this topic the most current way possible , through the communication trends. Next, a chapter about advertising is addressed. In this chapter the goal was theorizing in the most practical way possible, starting with a chapter about advertising communication to bridge the previews chapter. The writing follows with the steps of the creative process and the advertising strategies used by agencies to answer the demands of its consumers. As the main theme of this study is the creation and increase of brand equity, a theorization, although briefly, about branding had to be included. Thus, in this chapter, some topics are clarified, such as what is a brand and what are its emerging characteristics, the principles of branding and the brand functions. It’s also made an approach to the branding strategy of a brand and to the topic of differentiation. Finally reaching the prime chapter of this theorizing – brand equity – is commented the evolution of brand equity definition, believing the most complete and well-structured belongs to Keller and Kotler written in 2009. In this chapter the principles of brand equity are exposed and the two models, from Aaker (1997) and Keller (1993), are explained. In here, the importance of the brand loyalty and awareness is realized, as well as the mental and emotional associations that consumers can create towards a brand. Tied up the conceptualization, an exploration of Nylon case study is carried out, where the study object are the brands worked by the agency during the internship period noted above. The brands and theirs concepts are explained, and so are the advertising strategies adopted for each. For a deeper exploration, four brands – Super Bock, Playboy Condoms, Amb3e and Portugal Incoming – with different advertising strategies were chosen: affectionate, brand image, approach to resonance and preemptive claim, respectively. Finally, the junction of the four cases is performed in a thread, which results in four main conclusions – continuous investment in brand equity contributes to a brand become a symbol, the inclusion of an already mature brand in a new market sector leads to increased brand equity, brand activation is one of the best tactics to increase brand awareness and brand association, and so, the brand equity, and the copywriting is the most important element of advertising to build a message that reaches to the consumer. After this conceptual and empirical analysis, and the correlation of the two , it’s possible to provide an answer to the original question - A good brand equity strategy will offer the consumer an intimate relationship and trust with the brand, will make him feel special, and share the values and messages that follow the brand. The constant investment in brand equity will make the brand become, not what sells, but what the consumer sees, which means, become the favorite in the consumer's mind and in the buying decision process. It can be said that the increase of the brand equity makes the brand grow both quantitatively and qualitatively.

O presente relatório de estágio baseia-se nas tarefas desempenhadas no âmbito do programa Erasmus, entre 27 de Outubro de 2014 e 27 de Abril de 2015, onde se exerceu funções na empresa AdMan Comunicación em Alicante, Espanha. Irão ser descritas as atividades desenvolvidas e a aplicação de conhecimentos em diversas áreas da comunicação. A estrutura do relatório é composta por um enquadramento teórico e prático, tendo como base a experiência de trabalho. Pretende-se com este relatório, para além de uma apresentação da descrição da experiência como estagiária, refletir acerca da importância de uma boa comunicação interna de uma empresa na manutenção de boas relações entre os colaboradores, especialmente na área da criatividade. Ao longo do relatório abordar-se-ão outros temas pertinentes para uma boa compreensão e desenvolvimento do problema em estudo. Numa primeira parte serão relatados os projetos mais importantes e com maior quota de responsabilidade por parte do autor desta dissertação, a experiência vivida e finalmente os problemas sentidos. Ainda na primeira parte do estudo, é apresentado o problema em causa que será estudado e aprofundado numa segunda parte. O estudo teórico essencialmente abordada a problemática da comunicação interna, que no terceiro capítulo será alvo do estudo empírico, apresentando-se posteriormente os resultados obtidos com a aplicação de entrevistas a vários profissionais de agências publicitárias.
This internship report is based on the tasks performed during the Erasmus program, between 27 October 2014 and 27 April 2015, where he served in Adman Comunicación company in Alicante, Spain. I’ll describe the activities and the application of knowledge in various areas of communication. The report's structure consists of a theoretical and practical framework, based on work experience. The aim of this report, as well as a presentation describing the experience as an intern, reflecting on the importance of good internal communication of a company in maintaining good relations between employees based in the area of creativity. Throughout the report will be addressed other issues relevant to an understanding and development of the problem under study. The first part will be reported the most important projects and greater share of responsibility by the author of this thesis, the lived experience and ultimately the senses problems. In the first half of the study theoretical study will address issues of internal communications relevant to the third chapter, empirical study, we present the results from the use of interviews.
Esta memoria de prácticas se basea en las tareas realizadas en el marco del programa Erasmus, entre 27 de octubre de 2014 y 27 de abril de 2015, donde se desempeñó proyectos en la agencia AdMan Comunicación en Alicante, España. Se describirán las actividades y la aplicación del conocimiento en diversas áreas de la comunicación. La estructura del informe consiste en un marco teórico y práctico, basado en la experiencia laboral. Se pretende con esta memoria de prácticas, además de una presentación de la descripción de la experiencia como prácticas, reflexionar sobre la importancia de una buena comunicación interna de una empresa en el mantenimiento de las buenas relaciones entre los empleados, especialmente con base en el área de la creatividad. A lo largo de la memoria de prácticas se abordarán otras cuestiones relevantes para la comprensión y el desarrollo del problema en estudio. En la primera parte se informará los proyectos más importantes donde tenía una mayor cuota de responsabilidad, la experiencia vivida y en última instancia los problemas sentidos. En el estudio teórico esencialmente se abordarán problemáticas de la comunicación interna de interés para que en el tercer capítulo, el estudio empírico, se presentar los resultados de la aplicación de entrevistas a los varios profesionales de agencias publicitarias.

Relatório de estágio de mestrado em Ciências da Comunicação (área de especialização em Publicidade e Relações Públicas)
O presente relatório tem como objetivo principal evidenciar a importância das redes sociais para as empresas, mais concretamente para as instituições culturais, na atualidade. Num primeiro momento, este trabalho pretende conhecer a realidade da comunicação museológica portuguesa, de forma a saber como é que os museus comunicam especificamente nas redes sociais, analisando as vantagens e desvantagens nessa estratégia. Numa época cada vez mais digital e de constante evolução, torna-se essencial para qualquer empresa ou instituição estar presente na internet, em especial nas redes sociais, que envolvem um número elevadíssimo de pessoas. No seguimento de um estágio curricular na Fundação de Serralves, esta dissertação vem analisar a importância da presença desta instituição nas redes sociais, especificamente no Facebook e no Instagram. Procede-se a uma avaliação dessa mesma presença em comparação com outras instituições culturais portuguesas, de forma a tirar conclusões sobre a comunicação nestas redes e o impacto da mesma junto do seu público.
This dissertation has as main objective to highlight the importance of social networks for businesses, more specifically for cultural institutions nowadays. At first, this work aims to acknowledge the museum communication’s reality in Portugal, to know how museums communicate in social networks specifically and to understand the advantages and disadvantages in those strategies. In an era where the digital world is exponentially growing and that there’s a constant evolution, it seems essential to any company or institution to be present on the internet, especially in social media, which involves a lot of people. Following an internship at the Serralves Foundation, this dissertation comes to analyse the importance of the presence of this institution on social networks, specifically on Facebook and on Instagram. An evaluation of this same presence shall be carried out, doing a comparison between Serralves Foundation and other cultural institutions in Portugal, so we can get conclusions about the communication in these networks and its impact on its public.

Relatório de estágio de mestrado em Ciências da Comunicação (área de especialização em Publicidade e Relações Públicas)
As agências de comunicação e de publicidade são locais onde a criatividade e a proatividade são colocadas à prova todos os dias, num ambiente conhecido pelos seus ritmos frenéticos. Num contexto desafiante, que faz com que não existam dias iguais uma vez que estão sempre a surgir novos e diferentes desafios, há muitos pedidos “para ontem” por parte das dezenas de clientes, sendo que os colaboradores têm de ser bastante rápidos sem nunca deixarem de ser profissionais, criativos e assertivos nos conteúdos que produzem. Mas como se alia a criatividade à rapidez que o cliente exige? Quais os processos delineados para que a troca de informação dentro da agência seja feita de forma célere e acertada? Como é que as trocas de conhecimentos e a interajuda contribuem para um melhor trabalho e para uma maior satisfação por parte dos clientes? Estas são algumas das questões intrínsecas à vida fervilhante de uma agência de comunicação moderna, onde as áreas de atuação são cada vez menos específicas e muito mais abrangentes, privilegiando a capacidade multitarefas como um dos ingredientes essenciais para confecionar uma boa estratégia de comunicação, que se distribua coerentemente nos mais diversos suportes. Tendo como referência a experiência de estágio curricular na agência de comunicação Bastarda, entre outubro e dezembro de 2017, o presente relatório visa assim analisar vários aspetos mencionados anteriormente, no dia a dia desta organização. Desta forma, a investigação pretende dar a conhecer o esquema organizacional da agência e as relações interpessoais e profissionais, claramente complexas e labirínticas, que se estabelecem entre os diferentes colaboradores, analisando como os diferentes backgrounds e as diversas experiências de cada um são essenciais para o desenrolar dos processos criativos, contribuindo para a criação de um resultado final original, apelativo e consistente. A observação dos fluxos e dos processos em agência é a base de todo o relatório, que pretende perceber de que forma é estimulada a criatividade e de que maneira a estratégia de comunicação de cada cliente se distribui nas tarefas de vários colaboradores, numa junção de visões, experiências e conhecimentos que se manifestam em ligações de complementaridade, de cooperação, de estímulo e de dependência, a partir do ponto de vista do Copywriter.
The communication and advertising agencies are places where creativity and proactivity are tested every single day, in an atmosphere known by its frenetic rhythms. In this particularly defiant environment, every day is completely different from the previous and the next one, since there’s always new and distinct challenges and there’s also a lot of client’s requests to be done by "yesterday", which requires that all collaborators must be fast, yet creative, assertive and professional in each piece of content that they produce. But how is creativity allied with the quickness that clients demand? Which are the outlined processes that ensure the information exchange in a quick and right way? How does the knowledge exchange and the mutual aid contribute to a better work and a greater satisfaction of the clients? These are some of the questions that can be found in the bustling life of a modern communication agency, where the areas of operation are less and less specific and much broader, emphasizing the “multitask” skill as one of the most important ingredients to create a good communication strategy that consistently distributes itself through the means available. Taking the curricular internship in Bastarda as reference, which took place between October and December 2017, this paper analyzes the issues listed above on the agency’s day-to-day operations. In this way, the investigation intends to raise awareness of the agency’s complex organizational structure and also the labyrinthine interpersonal and professional relationships between the collaborators, analyzing how the different backgrounds and the personal experiences of each one are essential for the development of creative processes, contributing to the creation of an outcome that is more creative, appealing and steady. The observation of the flows and the processes in a communication agency is the basis of this report, which is intended to understand how the creativity is stimulated and how the communication strategy of each client is distributed through several collaborators, in a junction of visions, experiences and knowledge that manifest themselves in connections of complementarity, cooperation, stimulus and reliance, from the point of view of the Copywriter.

Dissertação de Mestrado, Marketing, Faculdade de Economia, Universidade do Algarve, 2016
O presente relatório descreve as atividades desenvolvidas ao longo do estágio curricular, realizado na empresa Nata Design, no âmbito do Mestrado em Marketing, da Faculdade de Economia, da Universidade do Algarve (UALG). O principal objetivo é perceber quais são as estratégias para a implementação de conteúdo digital para as empresas clientes, na nova era do marketing (2.0 e 3.0). Este relatório é constituído por duas partes principais: Uma revisão literária base, para o entendimento das tarefas realizadas no estágio; e um enquadramento prático do estágio, onde é referida a metodologia escolhida - observação participante - as tarefas realizadas, assim como o respetivo registo, análise e considerações finais. A revisão literária inicia-se com uma introdução ao conceito geral de marketing. Seguidamente é explicada a evolução do mesmo, desde o marketing 1.0 até ao marketing 3.0. Neste contexto, são apresentadas as novas teorias para os marketing mix digital. Assim, são introduzidos alguns conceitos de conteúdo digital e a estratégias mais utilizadas para elaboração do mesmo. Por último, o relato das tarefas realizadas no estágio, assim como as respetivas conclusões, permitem fazer a ponte de ligação entre o enquadramento teórico e a parte prática do relatório. Deste modo, puderam ser identificadas algumas estratégias de conteúdo digital implementadas para as empresas clientes, constatando se as estratégias de comunicação se enquadram, ou não, na nova era do marketing (2.0 e/ou 3.0).
The present report describes the activities undertaken within the curricular internship in Nata Design, as part of the master degree in Marketing, in Faculty of Economics, University of the Algarve (UALG). The objective is to understand the main strategies to build the digital content for Nata Design’s clients in a new marketing era. This report consists of two main parts: a literary revision, related to the main tasks of the internship; and a practical framework, where it is referred the adopted methodology - participant observation - the main tasks of the internship, as well as its records, analysis and conclusions. The literary revision starts with an introduction of the general concept of marketing. Then it will be explained the marketing evolution, since marketing 1.0 to marketing 3.0. So that, it will be presented the new theories for the digital marketing mix. Afterwards, there will be an introduction to digital content definitions and the main strategies to build it. At last, all the internship tasks and its conclusions will be described, and linked to the literary revision. So, as part of the main objective of this report, it will be presented some digital content strategies used by the organizations in a new marketing era (2.0 and/or 3.0).

O presente relatório visa descrever o estágio curricular realizado na Adagietto – Boutique de Comunicação, de 1 de fevereiro a 28 de abril de 2017 no âmbito do segundo ano do mestrado em Ciências da Comunicação, especialização em Comunicação Estratégica. O estágio incidiu, sobretudo, na produção de conteúdos e foi realizado no Departamento de Conteúdos da agência. Como tal, serão expostas todas as tarefas realizadas neste âmbito, bem como um breve enquadramento teórico sobre a adaptação das marcas face ao novo paradigma da comunicação, importância de Produção de Conteúdos para uma marca ou empresa e a diferença entre comunicação de marcas e para marcas. Apresentarei, também os conceitos de as noções básicas de Community Management e de Copywriting, e a sua relevância no universo da comunicação actual. Descrevem-se as tarefas realizadas, bem como os desafios e problemáticas encontradas durante o período de estágio, seguindo-se uma análise crítica sobre o estágio e a instituição de acolhimento.
This report aims to describe the curricular internship held at Adagietto - Boutique de Comunicação, from February 1 to April 28, 2017 within the scope of the second year of the master's degree in Communication Sciences, specialization in Strategic Communication. The internship focused mainly on the production of content and was carried out in the content department of the agency. As such, will be exposed all the tasks performed in this scope, as well as a brief theoretical framework on the importance of Content Production for a brand or company. I will also present the concepts of the basics of Community Management and Copywriting, and their relevance in today's communication universe. The internship focused mainly on the production of content and was carried out in the content department of the agency. As such, it will be exposed all the tasks carried out in this scope, as well as a brief theoretical framework on the adaptation of brands to the new paradigm of communication, importance of Content Production for a brand or company and the difference between communication of and for a brand. I will also present the concepts of the basics of Community Management and Copywriting, and their relevance in today's communication universe. The tasks performed, as well as the challenges and problems encountered during the probationary period are described, followed by a critical analysis of the internship and the host institution.

Este Relatório recai sobre o trabalho feito por mim no departamento de Comunicação e Marca na Câmara Municipal de Lisboa, na extensão do estágio curricular do Mestrado de Novos Media e Práticas Web, orientado pelo Professor Francisco Cádima. O estágio teve início em 4 de Outubro de 2016 e terminou a 4 de Janeiro de 2017. O Relatório abordará as minhas funções de Social Media Manager na Câmara Municipal de Lisboa e, será focado nos seguintes pontos: análises críticas realizadas sobre o desempenho da Câmara Municipal de Lisboa nas principais redes sociais, desenvolvimento de estratégias para o futuro destas, criação de um projecto de activação da presença da Câmara Municipal de Lisboa na plataforma Snapchat e ainda a criação de uma proposta de reestruturação para a plataforma Instagram.
This report focuses on the work done by me in the Department of Communication and Brand at the Lisbon City Hall, within the framework of the curriculum internship of the Master in News Media and Web Practices. Guided by the teacher Francisco Cádima, the internship began on October 4 2016 and ended on January 4, 2017. The Report will address my role as Social Media Manager at the Lisbon City Hall, and will focus on the following points: critical analysis of the performance of the Lisbon City Hall in the main social networks, development of strategies for their future, creation of A project to activate the presence of the Lisbon City Hall on the Snapchat platform and also the creation of a restructuring proposal for the Instagram platform.

Магистерская диссертация «Разработка проекта сайта о горном туризме» состоит из введения, двух глав – теоретической и практической, заключения, библиографического списка, включающего 73 наименования, и пяти приложений. Цель исследования – разработать проект информационного сайта о горном туризме, основываясь на данных, собранных в ходе анализа информационных сайтов о горном туризме и в результате работы с научными источниками. Объект исследования – информационные сайты о горном туризме. Предмет – структурно-содержательные и визуальные особенности информационных сайтов о горном туризме. Подобрано доменное имя ресурса. Сформирована концепция дизайна сайта. Подобран шрифт и цветовая палитра ресурса, разработан логотип. Обосновано решение использовать для реализации проекта CMS (WordPress) в качестве основной и конструктор Tilda Publishing для работы в разделе «Отчеты». Разработан прототип и два варианта макета стартовой страницы. При помощи конструктора сайтов разработана цифровая история. Отдельные положения проведенного исследования были представлены на VI Международной научно-практической интернет-конференции «Книжное дело: достижения, проблемы, перспективы» (Екатеринбург, 2017) и Международной научно-практической интернет-конференции «Язык. Текст. Книга» (Екатеринбург, 2018).
The Master's thesis "Web-Site Project Development on Mountain Tourism" consists of an introduction, two chapters - theoretical and practical, conclusion, reference comprising of 73 titles, and five annexes. The study purpose is to develop a draft information web-site on mountain tourism based on data collected during the analysis of information web-sites on mountain tourism and as a result of working with the scientific sources. The study object is the information web-sites on mountain tourism. The study subject is the structural and visual features of the information web-sites on mountain tourism. The domain name of the resource is chosen. The concept of the web-site design is formed. The font and color palette are chosen, and a logo for the resource is developed. The decision to use the CMS (WordPress) as the main for the project implementation and the Tilda Publishing designer to work in the "Reports" section is justified. A prototype and two versions of the layout of the start page are developed. A digital story with the help of the web-site designer is developed. Separate provisions of the study made were presented at the VI International Scientific and Practical Internet Conference "Book Business: Achievements, Problems, Prospects" (Yekaterinburg, 2017) and the International Scientific and Practical Internet Conference "Language. Text. Book" (Yekaterinburg, 2018).