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Kailing, Danielle W., and Peggy PhD Cantrell. "TRADITIONAL MASCULINITY & ADVERTISING IMAGE APPROVAL." Digital Commons @ East Tennessee State University, 2014. https://dc.etsu.edu/honors/191.
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This project investigates the relationship between adherence to traditional masculinity and approval of selected advertising images. Because traditional masculinity includes characteristics supportive of aggression and dominance; I hypothesize that an increase in adherence to traditional masculinity will correlate with approval of the violence found in some print advertisements. Participants include 259 men who completed an anonymous, online, survey. Adherence to masculinity is measured using the Male Role Norm Inventory-Revised (MRNI-R) (Levant, et. al, 2007). Each picture is scored on a 5-point Likert Scale. As hypothesized, an increase in total MRNI-R score, is significantly correlated with an increase in the approval of the depiction of women, men and male/female interactions, with (r=.340, a=0.01) (r=.244, a=0.01) (r=.360, a=0.01), respectively. The results indicate that men reporting adherence to traditional masculinity also see violence in advertising positively. Future research should further examine marketing and its relationship with gender role acquisition, and violence in intimate partners.
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Kovachki, Simeon, and Ventsislav Marinov. "Consumers’ perception of Traditional vs. Non-traditional Advertising in Bulgaria : A case of Kaufland Bulgaria." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-39699.
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Title: Consumers’ perception of Traditional vs. Non-traditional Advertising in Bulgaria.A case of Kaufland BulgariaLevel: Master Thesis in International MarketingAuthors: Simeon Kovachki and Ventsislav MarinovTutor: Sarah WiknerDate: 21st of May, 2018Keywords: Advertising, Marketing, Traditional Advertising, Non-Traditional Advertising, Communication Process, Decision-Making Process, PerceptionsBackground: There are different ways to promote a brand, products or services. The researchers attempted to understand the traditional and non-traditional messages of different types of advertisements. The focus of this research is on print advertising, billboards, TV commercials and online advertisement.The purpose of this study is to better understand the perceptions that the Bulgarian customers have towards the advertising messages that are sent on traditional and non-traditional channels by one of the hypermarkets in Bulgaria.Method: In order to answer the research questions and fulfill the purpose the researchers conducted qualitative and quantitative research. The primary data was collected by carrying out a semi-structured interview with one of the Kauflands’ managers in Bulgaria and an online survey that was distributed through one of the social media channels. The secondary data was collected by using online sources such as websites that are considered trustworthy and also companies annual reports which have been reviewed in order to better understand the position of Kaufland on the Bulgarian market.Conclusion: The authors found that both traditional and non-traditional advertising plays a major role. However, traditional advertising is still a big convincer towards a purchase. The merge between traditional and non-traditional advertising elevates classic advertising into the “new classic advertising”. The perception towards both ways of advertising is relatively positive, where brochures are the most preferred way when talking about hypermarkets.
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Lynch, Chris R. "The Death of the Traditional Ad Agency: Why Traditional, Full-Service Advertising Agencies Crash and Burn." Kent State University / OhioLINK, 2015. http://rave.ohiolink.edu/etdc/view?acc_num=kent1437061910.
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Patriksson, Johan, David Javette, and Gustav Levin. "Revising Arising Advertising : A study on Generation Y’s perception to traditional and alternative advertising on news sites." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-30305.
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Abstract Background Online Advertising is a continuously developing phenomenon, which helps several websites stay financially alive. However, online advertising tends to often be avoided by the consumers exposed to it, due to a number of perceived issues linked to online ads. One group of websites that are particularly dependent on advertising revenue are online news sites. Research on why people avoid ads have been conducted, but is limited to traditional online advertising approaches and older consumer segments, creating a gap which this thesis strives to fill. Purpose The purpose of this research is to investigate Generation Y’s perception of traditional advertising as well as in contrast to the new emerging alternatives. As a result of this, one main research question was formulated alongside with three subquestions. Method The research approach of this study consists of an exploratory research conducted through a multi-method approach with in-depth interviews and focus groups in order to find out how, why and what the subjects experience and perceive when exposed to advertising. Deciding on how to select the sample for the empirical study, the authors heavily focused on finding the appropriate number of participants that also fit suggested profile. In order to analyze the data, the framework analysis’ method and triangulation through multiple analysts was used. Conclusion This study came to the conclusion that most perceived issues, as those described in previous literature, remain for the most part accurate. The perceived issues of Goal Impediment and Ad Irritation are the major influencers for online ad avoidance. Native Advertising is successful in diminishing the perceived issues of Goal Impediment and Ad Irritation, but increased the negative perception of Ad Skepticism. Whitelist indicates to be a initiative that could diminish the issues resulting in Ad Avoidance, but lacks practical implementations.
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Dillavou, Laura Jean. "Cognitive responses, attitudes, and product involvement of female consumers to traditional and non-traditional models in beauty advertising." [Ames, Iowa : Iowa State University], 2009.
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Källbäck, Joel. "Examines the benefits of social media marketing in contrast to traditional advertising." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-74324.
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In the recent year’s internet have grown rapidly, and the digital world have grown along with it. This have led to new marketing methods such as social media marketing has developed which have shown to be good tool for building relationship with consumers and increase brand awareness. In the same time traditional advertising, which is a good tool for creating brand awareness, is losing its effectiveness for it. The purpose with this study is therefore to examine why companies continue using traditional advertising for brand awareness when the digital world is growing, and more people spend their time on internet and social media. This study was an exploratory with a qualitative and deductive approach. Expert interviews were chosen as research strategy and the candidates that was interviewed had a marketing manager position or similar that was from different branches and hade much knowledge about the topic. The findings in this study gave some interesting insights and new knowledge regarding social media marketing and traditional advertising. Like one of the big advantages with social media marketing have shown not be true anymore. In this study’s findings it is shown that traditional advertising can still be an effective marketing method to use if companies want to reach the older generation. But the findings also show that it is maybe more important to have advertising that is of high quality in order to not annoy consumers instead of finding the best marketing channel. This study’s theoretical contribution is more knowledge on the advantages and disadvantages between social media marketing and traditional advertising. The study also contribute how companies can work with the challenge of decreasing consumers annoyance of advertising. Another theoretical contribution is the knowledge that advertising annoyance is happening both in traditional advertising and social media marketing and that it is not only important to know the best marketing channel. The practical contribution that this study have is the knowledge to companies that are struggling with the decision to start using social media marketing or not. This study also give knowledge on why social media marketing is good and how companies can use social media marketing to establish brand awareness.
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Smith, Shaquilla Nicole. "Successful Marketing Strategies Employed by Traditional AM/FM Radio Stations." ScholarWorks, 2018. https://scholarworks.waldenu.edu/dissertations/6126.
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An increase in Internet radio adverting spending is negatively affecting the revenue of traditional radio stations. Some general managers and sales directors at traditional radio stations lack marketing strategies to compete effectively with Internet radio. Grounded by the attitude toward the ad theory, the purpose of this qualitative case study was to explore marketing strategies that successful general managers and sales directors used at traditional radio stations to compete effectively with Internet radio. The population consisted of 8 general managers and sales directors at traditional radio stations located in southeast Florida, who demonstrated success in developing marketing strategies to compete with Internet radio. Data were collected from semistructured face-to-face interviews and marketing campaign literature. The process of member checking improved the credibility of the analysis and interpretations. Data were analyzed using thematic analysis to identify keywords, phrases, and concepts. The process led to the following 4 key themes: (a) evolution of Internet radio, (b) traditional radio and Internet media platforms, (c) marketing strategies to yield results, and (d) effectiveness of marketing tactics. The findings from the study may contribute to positive social change by providing knowledge useful in improving the lives of consumers by providing targeted messages regarding needed goods and services through free media.
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Kaston, Josh. "The Functions of Traditional and New Media In the Push Towards Impact- Based Advertising." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-10848.
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The study covers both new and traditional media channels in relation to impact based advertising. It creates a new eight factors model that attempts to highlight the stregths and weaknesses of ten different media types. The study also focuses on the current and future trends of marketing.
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Fan, Fei. "Consumers' perceptions and responses to advertising with product endorsements by traditional celebrities and online influencers : a relational approach." HKBU Institutional Repository, 2020. https://repository.hkbu.edu.hk/etd_oa/888.
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The practice of celebrity endorsement has been widely adopted in advertising industries around the world. In the Chinese advertising world, celebrity endorsement has been a commonly used strategy since 2010. Celebrities from the entertainment and sports industries have been frequently employed to promote messages about advertised brands or products. This is a traditional way of celebrity endorsement. Recently, however, the development of new media has led to the emergence of self-made micro-celebrities, termed 'online influencers' in this dissertation. Facing the popularity of online influencers in the digital world, marketing communication practitioners have started using them to advertise brands and products, and to engage target audiences in advertisements. A new way of celebrity endorsement has developed. As a result, advertisers need to make decisions on whether to adopt traditional celebrity endorsement or online influencer endorsement. In this regard, it is necessary to figure out which celebrity endorsement method, traditional celebrity or online influencer endorsement, is more persuasive. Our study aims to explore how celebrity-audience relational motives (information, entertainment, and involvement motives) interact with celebrity endorser's typology (traditional celebrities or online influencers) to determine the persuasiveness of celebrity endorsement appeals in advertising. The study's conceptual framework hypothesized that celebrity-audience relational motives play a determining role in the audiences' attitudes toward celebrities, whereas celebrity typology adjusts the impact of celebrity-audience relational motives on the audience's attitude toward celebrities. Also, it was theorized that audiences' attitudes toward celebrities would influence the persuasiveness of advertisements containing celebrity endorsements. In this causal relationship, the celebrity-product fit moderates its impact. A mixed methodology was applied in this dissertation. The first method used was qualitative personal interviews, conducted with 15 Chinese respondents between August 2018 and February 2019. This exploratory study's purpose was to get audience's insights on their perceptions of traditional celebrity and online influencer endorsement, and to develop a conceptual framework based on the empirical data. Results in the first exploratory study revealed that compared with online influencers, a much closer relationship was found between interviewees and traditional celebrities. Also, the overall affective evaluation of traditional celebrities and their endorsement appeal was found to be more positive than that of online influencers. The second study confirms that celebrity-audience relational motives significantly determine the audience's attitude toward celebrity endorsers. The stronger the relational motives are, the more positive audience's attitude could be. Besides, celebrity typology effectively moderates the impact of entertainment motive on attitude toward celebrity endorsers. Moreover, if audiences evaluated celebrity endorsers positively, the persuasiveness of advertising with celebrity endorsement would be significantly improved on both affective and behavioral levels. Furthermore, the celebrity-product fit further enhances the advertising persuasiveness. Based on the findings, theoretical and marketing communication implications are suggested to enlighten communication practitioners on how to select celebrity endorsers and what factors to consider to guarantee the persuasiveness of advertising through celebrity endorsement appeals.
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DeLong, Ellen Elizabeth. "Advertising Domesticity: A Content Analysis of Traditional Messages in Seventeen Magazine, 1946-1948." University of Akron / OhioLINK, 2008. http://rave.ohiolink.edu/etdc/view?acc_num=akron1216912746.
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Karlsson, Sandra, Amanda Kälvehed, and Malin Sköld. "Perception of advertising strategies : -a qualitative study comparing Generation X and Generation Y." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-34689.
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Advertising is a major part of the communication between companies and consumers. It is supposed to create awareness and attention toward the aimed target group. For an advertisement to get the right response it is important for companies to create and uphold a relationship with their consumers. Recent research acknowledges that different advertising strategies can create different responses. Continuously, different generational cohorts have different values, perspectives and backgrounds, and therefore their perception can differ as well. It can hence be important to explore how consumers perceive different advertising strategies and if there is a difference in perception according to generational cohorts. This study intends to examine how traditional and ambient advertising in Sweden is perceived by Swedish consumers within Generation X and Generation Y. Furthermore if there is a difference between these two generational cohorts’ perception. From this the authors want to find out if it is appropriate to create the same advertisements for both generations in Sweden, or if the different generational cohorts demand different advertising strategies. For this study, a conceptual model was based on the process of perception, through which the generational cohorts and advertising concepts were examined. The authors additionally researched advertising properties, and their effect on consumers’ perceptions toward advertising. This research was conducted as a mix of multiple-case study and cross-sectional design. It further used a qualitative approach, using semi-structured focus groups to retrieve a deeper understanding of consumer perception and the underlying reasons behind such behavior. The conclusion that can be inferred from this thesis is that Generation Y perceives ambient advertising as better than Generation X, since they are more open to interaction with marketing events. Generation X instead perceives traditional and ambient advertising as equally powerful. Yet, the differences between the two cohorts are small, and according to some advertising properties, minimal.
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Ntaba, Jolly Maxwell. "Negotiating family planning radio messages among Malawian rural men of traditional authority Kadewere, Chiradzulo district." Thesis, Rhodes University, 2012. http://hdl.handle.net/10962/d1018258.
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Family planning campaigns, using the media among other advocacy interventions, are produced and disseminated by both government and nongovernment organizations in Malawi, with an aim of reducing fertility and promotion of reproductive health. This qualitative audience study looks specifically at the reception by rural men of radio broadcast Public Service Announcements produced by the NGO, Banja La Mtsogolo, a leading provider of family planning services and products based in Blantyre. The aim of the study is to understand how the appropriation of these messages relates to traditional concepts of gender, masculinity and kinship within an area that has not been spared the influences, values and accoutrements of modernity. Underpinned by Hall’s encoding and decoding model, the study reveals that at most men make an oppositional reading of the texts based on their lived and shared cultural experiences. The results show that while people understand and appreciate the importance of family planning, cultural and traditional influences play a major role in how these messages are appropriated by and incorporated into the everyday lives of their listeners. Given the above understandings, the research asks what are the implications for the success of family-planning media campaigns by government and other non-governmental organisations such as Banja La Mtsogolo
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Way, Heather C. Albarran Alan B. "The reshaping of the traditional television advertising model an analysis of media agency perceptions and decision-making processes regarding the effects of digital video recorders on television commercial effectiveness /." [Denton, Tex.] : University of North Texas, 2007. http://digital.library.unt.edu/permalink/meta-dc-3906.
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Way, Heather C. "The reshaping of the traditional television advertising model: An analysis of media agency perceptions and decision-making processes regarding the effects of digital video recorders on television commercial effectiveness." Thesis, University of North Texas, 2007. https://digital.library.unt.edu/ark:/67531/metadc3906/.
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This research analyzes media agency executives' perceptions and strategic decision-making processes when accessing the impact of digital video recorders (DVRs) on the traditional television commercial spot. Strategic decision-making models, as well as major industry research, forms the theoretical framework used to guide the study. The research takes a quantitative approach using a survey in order to obtain the perceptions and decision-making processes of the media agency executives'. The findings are presented while a discussion of the findings is detailed. The thesis concludes with a summary of the overall thesis research as applied to the field of study.
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Hayes, Charice. "Marketing Strategies of Small Traditional Travel Agencies in a Technology-Driven World." ScholarWorks, 2016. https://scholarworks.waldenu.edu/dissertations/3166.
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In 2012, there was a 70% increase in online travel booking, resulting in small traditional brick-and-mortar travel agencies having serious difficulties with obtaining and retaining customers. The purpose of this case study was to explore online marketing strategies that leaders of small traditional travel agencies have used to successfully obtain and retain customers. Technology disruption theory was the conceptual framework of this study. Using criterion sampling, the population for this study consisted of 3 leaders of small traditional travel agencies located in the state of Maryland. Data collection consisted of interviews, observations, and review of documentation, such as displays, websites, business cards, and email campaigns. Data were analyzed using methodological triangulation through inductive coding of phrases and words. The following 4 themes emerged: company threats, online marketing strategies, various marketing strategies for improvement, and ways to compete with Internet-based travel agencies. Results indicated that 66% of participants believed that Internet-based travel agencies were threats. All of the participants used a form of online marketing and believed that customer loyalty helped to compete with Internet-based travel agencies. Positive social change may result when leaders of small traditional travel agencies increase their knowledge of online marketing strategies to obtain and retain customers, thereby leading to greater access to online travel opportunities for all, including physically challenged individuals often confined to their living areas.
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Sakandelidze, Alexander. "Consumers' Experience of Advertisements in Tablet Devices." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-18234.
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Carter, Wesley. "Media Marketing Strategies University Leaders Use to Increase Alumni Financial Support." ScholarWorks, 2018. https://scholarworks.waldenu.edu/dissertations/5061.
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Colleges and universities in the United States could end operations in record numbers largely from financial shortfalls. The Urban Institute reported that nonprofit organizations lost $3.4 billion in reneged pledges from 2013 to 2014 from donor dissatisfaction, creating a problem because financial losses can occur from a lack of understanding on how media marketing efforts affect fundraising. The purpose of this qualitative multiple case study was to identify traditional and social media marketing strategies that some nonprofit college and university leaders use to increase alumni financial support. Interviews took place with 7 college or university leaders at 3 private, nonprofit colleges or universities in the southeastern United States. The 7 leaders consisted of 3 vice presidents, 2 provosts, and 2 presidents. The conceptual framework differentiated media into categories, 2 of which were owned media and earned media. As the primary data collection instrument, collection of marketing literature for each school and 7 semistructured interviews occurred. In the data analysis process, transcription of interview data and coding using the modified van Kaam method took place discovering themes. The 4 themes discovered included social media effectiveness, evolution of traditional marketing blending with social media marketing, social media marketing efficiency, and the multiplier effect of social media. Implications for social change included increasing the scholarship ability of schools, creating an affordable environment for students to receive postsecondary education. Additional benefits included enhanced economies for communities where a college or university resides and an improved level of education per capita in the areas surrounding a college or university.
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Rodrigues, Maria Coeli Saraiva. "Multimodalidade e tradiÃÃo discursiva: um estudo sobre gÃnero anÃncio publicitÃrio." Universidade Federal do CearÃ, 2011. http://www.teses.ufc.br/tde_busca/arquivo.php?codArquivo=6250.
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Conselho Nacional de Desenvolvimento CientÃfico e TecnolÃgicoCoordenaÃÃo de AperfeiÃoamento de Pessoal de NÃvel Superior
Esta pesquisa teve como objetivo perceber de que maneira a linguagem verbal foi se associando a outras semioses, na constituiÃÃo do gÃnero anÃncio publicitÃrio. Nossa hipÃtese foi que, com a inserÃÃo dos recursos semiÃticos nesse gÃnero, a multimodalidade passaria a ser uma genuÃna tradiÃÃo discursiva na constituiÃÃo dos anÃncios. Para alcanÃarmos esse objetivo, desenvolvemos, inicialmente, uma discussÃo alicerÃada no conceito de TradiÃÃo Discursiva, proposto por Kabatek (2004), e na teoria multimodal desenvolvida por Kress e Van Leeuwen (1996). Quanto à elaboraÃÃo do corpus, partimos para a seleÃÃo de 54 anÃncios impressos de carros, veiculados no inÃcio da dÃcada de 1920 atà a primeira dÃcada do sÃculo XXI, os quais formaram a base de nossa anÃlise. Para analisarmos o corpus, utilizamos o modelo teÃrico-metodolÃgico proposto por Zavam (2009), em conjunto com a metodologia para anÃlise multimodal proposta por Kress e Van Leeuwen (1996). A partir da anÃlise, foi possÃvel verificar que as mÃltiplas semioses, dentro do gÃnero anÃncio publicitÃrio, apresentaram-se como elementos que auxiliam na construÃÃo do sentido da mensagem pretendida pelo enunciador, bem como se mostram como uma genuÃna tradiÃÃo discursiva, uma vez que, alÃm da utilizaÃÃo do arranjo visual conspirar em favor da construÃÃo do sentido, a multimodalidade se mostra constante dentro gÃnero anÃncio. (205 palavras)
This research aimed at perceiving how the verbal language was gradually associated with other semiosis in the construction of the genre advertisement. Our hypothesis was that, through the insertion of semiotic resources in this genre, multimodality would become a genuine discursive tradition in advertisements construction. To reach this objective, we developed, initially, a discussion drawn on the concept of Discursive Tradition, proposed by Kabatek (2004), and in the multimodal theory developed by Kress and Van Leeuwen (1996). Concerning to the corpus, we selected 54 printed advertisements of cars, spread since the early 1920s until the first decade of the XXI century, which are the basis for our analysis. To analyze the corpus, we made use of Zavamâs (2009) theoretical and methodological analysis and Kress and Van Leeuweenâs (1996) methodology for a multimodal analysis. The results of our analysis showed that the multiple semiosis in advertisements are important elements for the construction of the intended meaning in the message. Moreover, we verified that they are a genuine discursive tradition because their visual arrangement contributes for the construction of meaning and because multimodality is constantly verified in the genre advertisement.
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Howenstine, Julie Anne. "Recruitment Strategies Aiming to Attract Females into Undergraduate Engineering Programs: Examining Their Role and Use." University of Toledo / OhioLINK, 2013. http://rave.ohiolink.edu/etdc/view?acc_num=toledo1365083563.
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Pequignot, Jennifer L. "Creating an Engaging Tradition: N.W. Ayer & Son and De Beers' Advertising Campaigns in the United States from 1939 to 1952." Miami University / OhioLINK, 2010. http://rave.ohiolink.edu/etdc/view?acc_num=miami1281104096.
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Johannesson, Isabella, and Laahanen William Neem. "Attityd till annonser i podcast : En komparativ undersökning av konsumenters attityd till annonsering i podcast." Thesis, KTH, Skolan för elektroteknik och datavetenskap (EECS), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-240072.
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Podcast is an audio medium that has recently evolved at a rapid pace and is a phenomenon that attracts new listeners every day. Because of this, it becomes interesting for companies to advertise in the forum. The two most common ways to advertise in the medium are traditional advertising, that can also be heard on radio, and native advertising, also known as sponsorship. The study is investigating how the consumers view these two types of advertising by reviewing their attitude, credibility and clarity for a variety of ads. To test this, a questionnaire was formulated and interviews were held with a test group from the target group 18-35 years. Based on the results of the study, it could be concluded that native advertising is the most suitable form of advertising in podcast and that both types of advertising had high credibility and high clarity. Thus, it’s native advertising that advertisers should use to ensure that consumers have as positive attitude as possible for the company and the ad.Podcast är ett ljudmedium som på senare tid utvecklats i en rask takt och ett fenomen som lockat till sig allt fler lyssnare. I samband med detta blir det intressant för företag att annonsera i forumet. De två vanligaste sätten att annonsera i mediet är antingen traditionell reklam, som även går att höra på radio, eller invävd reklam, som går att likställa med sponsring. Denna studie går ut på att undersöka hur konsumenten ser på dessa två reklamtyper genom en granskning av målgruppens attityd, trovärdighet och tydlighet till en rad olika annonser i podcasts. För att undersöka detta utformades en enkät och intervjuer hölls med en personer från målgruppen 18-35 åringar. Utifrån studiens resultat kunde en slutsats dras att invävd reklam är den annonseringsform som konsumenten ställer sig mest positiv till och att båda typerna av reklam hade både en hög trovärdighet och en hög tydlighet. Därmed är det invävd reklam som annonsörerna bör använda sig av för att konsumenten ska ha en så positiv attityd till företaget och annonsen som möjligt.
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Zanini, Silvana Aparecida de Almeida. "A singularidade do texto publicitário da cerveja Bohemia." Universidade Presbiteriana Mackenzie, 2007. http://tede.mackenzie.br/jspui/handle/tede/2223.
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Previous issue date: 2007-12-06In this project, some advertising pieces of the beers Bohemia, Kaiser, Schincariol, Brahma, Skol, Primus and Santa Cerva have been analyzed in order to investigate the social class of people these beers are target at and how the messages interact with the consumer to persuade him to consume a determined product depending on the social class he belongs to. A verbal and non-verbal study was proceeded to prove the difference between the Bohemia advertising and the other beers. The analysis relies on the proposal of several scholars such as Bahktin, Barthes, Pierce, Halliday, Maingueneau, and Vestergaard among others. In this analysis the aim was to show as the Bohemia beer messages fix themselves in its superiority, marking itself for the setting in a target-public of people with a refined taste, who aren t influenced by the easy and rude appeals but who bear in mind the qualities, the tradition and the sophistication. In the selected pieces of these two groups the genre, the interaction between the enunciator and the enunciate, the language functions, the language figures were analyzed. After the analysis, several features that strongly differentiate the publicity nature of the two groups were distinguished. Firstly, Bohemia puts itself as a queen, the most perfect in every sense in its preparation, in its layout, always exalting its supremacy and the elegance of its consumer, investing in more subtle, discreet, with sober colors advertising pieces, which are directed to intelligent and cultured people who don t get satisfied with the trivial. The aim focused is the quality of the consumer. The other beers, resort to half-naked women, strong colors, easy pleasure atmosphere which persuades to the idea that everyone can and must drink the product the focus is clearly to achieve the mass of the beer consumers.
Nesse trabalho procurou-se analisar algumas peças publicitárias das cervejas Bohemia, Kaiser, Schincariol, Brahma, Skol, Primus e Santa Cerva para investigar a que classe de pessoas essas cervejas são direcionadas e de que forma as mensagens interagem com o consumidor, a fim de persuadi-lo a consumir determinado produto, dependendo da classe social a que pertence. Procedeu-se a um estudo verbal e não-verbal, para comprovar a diferença entre a publicidade da Bohemia e a das outras cervejas. A análise apóia-se na proposta de vários estudiosos como Bahktin, Barthes, Peirce, Halliday, Maingueneau, Vestergaard, entre outros. Nessa análise objetivou-se mostrar como as mensagens da cerveja Bohemia se fixam na sua superioridade, marcando-se pela fixação em um público-alvo de pessoas de gosto apurado, que não se deixam levar por apelos fáceis e grosseiros, mas que levam em conta a qualidade, a tradição e a sofisticação. Nas peças selecionadas desses dois grupos de cerveja analisou-se o gênero, a interação entre enunciador e enunciatário, as funções da linguagem, as figuras de linguagem e outros recursos de valorização da linguagem. Após a análise, distinguiram-se vários traços que diferenciam marcadamente a natureza da publicidade dos dois grupos. Primeiramente, a Bohemia se coloca como a rainha, a mais perfeita em todos os sentidos seja no seu preparo, seja no seu layout sempre exaltando a sua supremacia e a elegância de seu consumidor, investindo em peças publicitárias mais sutis, discretas, com cores mais sóbrias, voltadas para pessoas inteligentes, cultas e que não se contentam com o banal. A meta em foco é a qualidade do público consumidor. As outras cervejas, apelando para mulheres seminuas, cores fortes, ambientes de prazer fácil, induzem à idéia de que todos podem e devem beber o produto. A meta em foco é nitidamente atingir a massa dos consumidores de cerveja.
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Bonifácio, Carla Alecsandra de Melo. "A tradição discursiva e a gramática do design visual no anúncio publicitário." Universidade Federal da Paraíba, 2011. http://tede.biblioteca.ufpb.br:8080/handle/tede/6344.
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Previous issue date: 2011-09-27Coordenação de Aperfeiçoamento de Pessoal de Nível Superior
From the publicity texts, which are presented in several supports both in printing and electronic press, the aim of this work is describe the change and permanence traces in the composition of the advertising Discoursive tradition mainly, those of products to the female public, which circulated in Brazil in the magazine O Cruzeiro from the twentieth century (1950-1965), comparing them with the advertisings published by the magazine Claudia in the first decade of the twenty-first century (2000-2010). In order to achieve this aim, it was used: the theoretical framework of the Discoursive traditions that takes into consideration the relation a text can have with another one and the degree of repetition, not being a simple linguistic reproduction, but the discoursive use of the language in a concrete situation; Bakhtin`s transformation/ transmutation proposal (2003) of the discoursive gender, which studies the gender as a set relatively stable of conventions that are connected to social accepted activities, as well as the studies developed about the Grammar of Visual Design by Kress and Theo van Leeuwen (2000) to the analysis of the elements related to the non verbal language. Taking into consideration that the genders are changeable, once they are result of social practices reflecting into the language, it is justified the importance of this research due to the essential role the press has developed in the society from the nineteenth century to the present. The analysis revealed that although the advertising discoursive tradition has kept in its composition structure elements that allow its recognition as advertisements, as the name of the product and the trend, this gender has passed through an intern innovating transmutation, once the recognized changes occur inside the gender without incorporating other.
A partir dos textos publicitários, que se fazem presentes em inúmeros suportes tanto na mídia impressa quanto na mídia eletrônica, o objetivo deste trabalho é descrever os traços de mudança e de permanência na composição da Tradição Discursiva anúncio, especificamente os de produtos para o público feminino, que circularam no Brasil na revista O Cruzeiro do século XX (1950-1965), comparando-os com os anúncios da revista Claudia do século XXI (2000-2010). Para tanto, foram utilizados: o arcabouço teórico das Tradições Discursivas, que leva em consideração a relação que um texto pode ter com outro texto e o grau de repetição, não sendo uma simples reprodução linguística, mas o uso discursivo da língua em uma situação concreta; a proposta de Bakhtin (2003) de transformação/ transmutação do gênero discursivo, que estuda o gênero como um conjunto relativamente estável de convenções unidas a atividades aceitas socialmente; bem como os estudos desenvolvidos acerca da Gramática do Design Visual de Kress e Theo van Leeuwen (2000) para a análise dos elementos concernentes à linguagem não verbal. Considerando que os gêneros são mutáveis, pois são resultados das práticas sociais com reflexo na linguagem, justifica-se a importância dessa pesquisa pelo papel primordial que a imprensa tem desempenhado na sociedade desde o século XX até os dias atuais. A análise revelou que, embora a Tradição Discursiva gênero publicitário tenha mantido, em sua estrutura de composição, elementos que permitem o seu reconhecimento enquanto anúncio publicitário, como o nome do produto e a marca, esse gênero passou por uma transmutação inovadora interna, já que as mudanças percebidas aconteceram no interior do gênero, sem que, para isso, ele incorporasse outro gênero.
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"Traditional Media and New Media Advertising Cost Differentiation Research." Doctoral diss., 2018. http://hdl.handle.net/2286/R.I.49199.
Full textAbstract:
abstract: This study examines the 3 key questions of media budget allocation, to find our a better invest model. Including spending share of traditional media and digital media, program selection strategy and duration mix optimization to analyse the trend of sample A (a global cosmetic brand) . Based on every test media campaign, we do research of media performance and sales volumn, add youth consumer behavior result, to develop a media investment ROI model for this brand. Create the evaluation system according to past big data and find the learnings of different length TVC usage. Of course all relavant findings and implications will be summarized after every section.Dissertation/Thesis
Doctoral Dissertation Business Administration 2018
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Economakis, Nectarios. "Examining the effects of traditional advertising on online search behavior." Thesis, 2009. http://spectrum.library.concordia.ca/976650/1/MR63184.pdf.
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Cross-channel advertising has grown tremendously in recent years as a means to better reach consumers. Television and the interne as well as other channels are used in conjunction to market products. This study attempts to determine the effects of television advertising and its impact on consumer search behavior. More specifically, how search behavior is affected by exposure to television advertising. Actual data over a period of 78 weeks from a large Canadian telecommunications company is employed. The analysis examines how advertising exposure and expenditure impacts search behavior for the company's brand. The study supports the hypothesis that traditional advertising does have a short term impact on online search behavior for a particular brand. A lift in brand queries was noted in relation to advertising exposure and spending albeit for a short time period. The findings suggest that the current theory on advertising effectiveness needs to be revised to include online effects more specifically in relation to consumer's search habits online. Marketers that wish to study these effects must examine these effects over time and using time series analysis. Finally, marketers must be cognizant of the synergistic effects on online behavior and must plan their media campaigns accordingly. The link between traditional advertising and online search behavior merits further research.
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Song, Xiaotong. "Digital versus traditional advertising and the recogntion of brand intangible assets." Thesis, 2020. https://hdl.handle.net/2144/41053.
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This paper examines how different advertising media affect the occurrence and nature of brand asset recognition. Prior research documents that advertising is positively associated with firm sales and brand value. However, this latter research focuses on aggregate advertising expenditures, which ignores a major trend in recent years wherein advertising expenditures have shifted from traditional channels (such as TV and newspaper) to digital advertising (primarily paid search and online display). Using proprietary data, I exploit this trend and decompose advertising expenditures into three core component elements—traditional, online display, and paid search—to examine how key advertising media affect subsequent brand asset recognition arising in the context of acquisitions. Consistent with expectations, I find that subsequent to acquisition, target firms’ traditional and online display advertising exhibit a higher likelihood of brand asset recognition, higher recognized brand asset values, and longer amortization schedules, as compared to paid search advertising. I also document higher deal premiums for targets, which spend more on traditional advertising. Affirming the acquirer’s recognition of a brand asset, additional results reveal that investors react positively to the initially recognized brand amount, and that those brand intangible assets are positively associated with acquirer future revenue. Overall, these results confirm expected heterogeneous effects of different advertising channels on the recognition and characteristics of the underlying brand asset.
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Wei, Yu-Kai, and 魏昱愷. "A Study of Advertising Effectiveness between Product Placement and Traditional Commercials." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/23867506112052741875.
Full textAbstract:
碩士國立中興大學
行銷學系所
101
Integrated marketing communication has been rapidly grown in the recent years. In order to cater to the development of the multiple marketing tools, the advertisers tried numerous ways to disseminate the message to their target audience. In Taiwan, there was a trend which product placement was used to replace the tradition TV commercials. However, what if the product placement cannot effectively catch attention of customers, and cannot increase the awareness of customers. Is it still worth of the advertisers investing in product placement than traditional TV commercial? In Taiwan, there were little researches that comparing product placement to tradition TV commercial. Therefore, the aim of this thesis was to discuss the attitudes of Taiwanese customers towards these two marketing tools. The research method used in this research was experimentation method. Respondents were divided into three groups based on the product categories. Each group was tested by watching two commercial videos, Product Placement and the traditional one. There were totally 110 respondents take parts in this experiment. The results shown that, product categories had effects to these two marketing tools. According to the results of this research, if the advertisers want to advertise durable goods, the method of traditional commercials was better than product placement. In another way, product placement was better than traditional commercials when advertising non-durable goods. When apply to service products, there was no difference between these two marketing tools. It was interesting to highlight that when companies want to develop potential customers or those customers with lower product knowledge, there was a good chance using product placement tool. In the end, if the company wanted to increase awareness and reputation of the customers, by using traditional TV commercial could be more effectively.
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Gonçalves, Diogo Francisco Maio. "Analyzing the senior consumers’ attitude toward advertising: traditional and new media." Master's thesis, 2014. http://hdl.handle.net/10071/9180.
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Senior consumers have received limited attention from researchers and practitioners. Therefore, advertising managers become reliant on limited research and standing stereotypes to set their strategies. At the same time, more and more people start spending more time in later adulthood than in any other traditional marketing life stage.
These senior consumers are healthier and wealthier than their ancestors were at their age. This reality is not exclusive to western countries, in fact in a few years this aging of the population will take over many of the current stars of economic growth: Places like China and South Korea also face serious population aging.
This dissertation focuses on the perceptions of seniors about ads presented on the new media. Two studies were conducted to explore the way senior consumers perceive ads presented on TV (traditional media) and YouTube (new media), the first study was a experiment conducted in a senior university which gathered 107 observations, and the second a focus group interview.
Firstly, it was discovered that seniors seem to be more efficient at avoiding ads on TV than on YouTube; secondly it was found that due to the different ways and purposes seniors use TV and YouTube for, ads presented on YouTube may cause more irritation than on TV; thirdly it was learnt that skepticism toward advertising messages may be higher for ads presented on YouTube than on TV; finally, it was also discovered that for seniors, attitude toward advertising does not seem to vary across different media.Os consumidores seniores têm recebido pouca atenção por parte de investigadores e gestores de publicidade. Este facto leva a que os gestores a desenharem estratégias tendo por base um número limitado de estudos e estereótipos. Por outro lado, um número cada vez maior de pessoas vive mais tempo no fim da fase adulta da sua vida. Os consumidores seniores da atualidade são mais saudáveis e mais abastados do que os seus antepassados eram com a mesma idade. Esta realidade não é exclusiva do mundo ocidental, em poucos anos o envelhecimento da população irá afetar as atuais estrelas do crescimento económico: lugares como a China e a Coreia do Sul também enfrentam um grave envelhecimento da população. Esta dissertação foca-se nas perceções dos seniores acerca de publicidade apresentada nos novos meios de comunicação social. Dois estudos foram efetuados para determinar a maneira como os consumidores seniores percecionam anúncios apresentados na TV e no YouTube; o primeiro estudo foi um experimento efetuado numa universidade sénior que resultou em 107 observações, e o segundo um focus group interview. Quatro descobertas foram feitas: primeiro, descobriu-se que os seniores tendem a ser mais eficientes a evitar anúncios na TV do que no YouTube; segundo, descobriu-se que os anúncios apresentados no YouTube poderão ser mais irritantes para os seniores do que os apresentados na TV; terceiro, descobriu-se que o ceticismo em relação às mensagens publicitárias pode ser maior para anúncios apresentados no YouTube do que na TV; e, finalmente, descobriu-se que para os seniores a atitude em relação à publicidade não varia para diferentes media.
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Melo, Margarida de Oliveira Saraiva de. "Traditional and influencers’ instagram advertising: an application of the theory of planned behaviour." Master's thesis, 2019. http://hdl.handle.net/10362/68346.
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Instagram has taken a substantial role in social media advertising, as it has gained popularity amongst advertisers and influencers, and both parties are looking for higher engagement rates. However, little is known about what drives these rates. This study aims to apply the Theory of Planned Behaviour on engagement with two types of Instagram advertising (traditional and influencer). A survey with 180 participants was conducted, analysing attitude, subjective norm and perceived behaviour control. Regression analyses partially support the theory and show that it is a better fit with influencers’ advertisement. As attitude was found to have a greater influence on traditional advertisement, several strategies to improve it are proposed.
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Aleksandrova, Oleksandra, and 艾永俐. "The Effect of Ambient and Traditional Advertising on Advertisement Effectiveness: Brand Familiarity and Ad Repetition as Moderators." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/18380514219429399284.
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碩士文藻外語大學
國際事業暨文化交流研究所
103
Due to increasingly high levels of advertising clutter, it is becoming more and more difficult for traditional advertising to attract and hold consumers’ attention. In order to break through the clutter of competing ads and reach their target audiences, many advertisers have begun to consider other, less conventional methods of communication. One of those methods which have gained popularity within past years is ambient advertising – a creative form of out-of-home advertising which aims to grab the attention of consumers by evoking surprise. To achieve a better understanding of this innovative method, this study sets out to examine how ambient advertising compares to the traditional out-of-home advertising in terms of their effect on consumers’ attitudes and purchase intentions. Furthermore, this research aims to investigate how brand familiarity and the level of ad repetition influence the effectiveness of ambient advertising. To achieve these objectives, the study used two laboratory experiments with 408 participants in total. The results revealed that the participants who were exposed to the ambient ads instead of traditional ones showed more positive attitudes toward the advertisement and a greater intention to purchase. Additionally, ambient ads led to more favorable attitudes toward unfamiliar brands than typical out-of-home ads. The research found no significant effect of repetition on the performance of ambient and traditional ads. Furthermore, although the ads for familiar brands generally were more effective, brand familiarity did not the moderate the effect of repetition on ad type – advertisement effectiveness relationships. The findings on how brand familiarity influences the relationship between ad type and brand attitude were mixed.
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Canelas, Sara Da Silva Duarte. "How can the traditional experience of print luxury advertising be improved though video advertising formats in a multi stakeholder asdvertising environment? Focus on the luxury good sector." Master's thesis, 2020. http://hdl.handle.net/10362/104419.
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This work project aims at exploring the benefits of video luxury advertising for luxury brands and the perspective of 1) advertising technology companies that aid this process, such as Supply Side Platforms and Demand Side Platforms, 2) publishers and 3) consumers.The study looks into different video advertising formats, different ways of advertising through video and the outcomes these may have. Ultimately, the project aims at understanding how the traditional experience of print advertising can be best translated into digital advertising. Our focus is the luxury personal goods sector.
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Trindade, Carlos de Oliveira. "Análise da evolução da new media versus meios tradicionais de comunicação no mercado publicitário brasileiro." Master's thesis, 2010. http://hdl.handle.net/10071/3981.
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Este trabalho propõe analisar os meios de comunicação utilizados pelo mercado publicitário
brasileiro, fazendo um paralelo no tempo para demonstrar a evolução experimentada pelas
mídias tradicionais e pelos meios digitais.
Dividido em três partes, primeiro abordamos aspectos que, direta ou indiretamente, são
relevantes no contexto da comunicação, tais como a globalização e a influência da tecnologia,
dentre outros.
Na sequência, traçamos um histórico dos meios convencionais de comunicação e sua
desenvoltura ao longo dos anos.
Com um pouco mais de ênfase, falamos da Internet – que pode ser considerada a base
tecnológica da New Media – e revelamos sua importância social e econômica no mercado
brasileiro, enumerando os serviços que mais concentram audiência e que, consequentemente,
são também os mais desejados pelos profissionais da comunicação publicitária.
Por último, levantamos os motivos que impedem o acesso dos brasileiros às novas tecnologias
da comunicação e que, por sua vez, são os grandes limitadores à evolução na New Media.This study proposes to examine the means of communication used by the Brazilian advertising market, paralleling the time to show the evolution experienced by the traditional media and digital media. Divided into three parts, first we discuss issues that directly or indirectly, are relevant in the context of communication, such as globaliation and the influence of technology, among others. Following, we trace a history of conventional means of communication and their resourcefulness over the years. With a little more emphasis, we talk about the Internet which can be considered the technological base of New Media and reveal their social and economic importance in the Brazilian market and lists the services most concentrated audience and therefore are also the most desired by professionals in the commercial. Finally, we raise the reasons that impede the access of Brazilian new technologies of communication and, in turn, are major limiting developments in New Media.
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Liao, Ting-Yi, and 廖庭毅. "The Comparison between Internet Media and Traditional Media in the Intention of Purchasing: From the Perspectives of Advertising Marketing." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/gntkn9.
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碩士淡江大學
資訊管理學系碩士在職專班
106
Companies thus would invest in the product marketing to ignite the intentions of purchasing. Moreover, the selection of media has become critical for companies to promote their products, and the advertisement appeals are crucial elements to frame and concrete cognition of consumer the as well. This paper would attempt to discuss how the endorsers mediate the relationships between media attributes and the intentions of purchasing and the relationships between advertisement appeals and purchasing intentions. The results reveal that media attributes and advertisement appeals would significantly positive affect to the intentions of purchasing respectively, and the role of endorsers could entirely mediate to the relationship between advertisement appeals and intentions of purchasing whereas could partially mediate to the relationship between media attributes and purchasing intentions.
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Yssel, J. C. (Johan Christiaan) 1936. "An evaluation of advertising strategies developed according to the FCB grid and the Bendinger formula." Thesis, 1994. http://hdl.handle.net/10500/17867.
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This thesis argues that the FCB (Foote, Cone and Belding) grid can not only be
used by advertising students to write strategy, but also to write superior strategies.
To demonstrate this, the research in this study identifies two versions of the FCB
grid that can serve as guidelines for students when writing advertising strategy.
The argument is substantiated by the results of a statistical analysis of strategies
written according to the FCB grid and the Bendinger formula.
A discussion of the areas which were researched and led to the introduction of the
FCB grid, as well as an explanation of the FCB grid, provide the context in which
the grid should be viewed as a guideline for writing advertising strategy.
Thereafter, a summative overview of what advertising strategy and the Bendinger
formula encompass, identifies the complexed nature of advertising strategy, as well
as the minimum areas which need to be addressed when attempting to write
strategy. A detailed discussion of the method which was employed and the
instrument developed to evaluate the effectiveness of strategies, precedes the
experimental results. A critical discussion of the results obtained from the statistical
analysis and the literature on advertising strategy provide a theoretical foundation
on which a model, to be used in conjunction with the FCB grid to write strategy, is
designed. The model is then explained to illustrate how students can, in
conjunction with the FCB grid, apply it to write advertising strategy.
This thesis recommends that, in order to improve on the suggested method of
evaluating strategies, the measurement scale developed in this study could be
considered as a starting point. A further recommendation is that the experiment
comparing strategies written according to the FCB sextant grid to those written
according to the FCB quadrant grid, could provide the need for further research.
The thesis concludes that as far as could be determined, this was the first time that
a study of this nature was undertaken and that the need for future research to
validate this study and its results, exists.Communication Science
D. Litt et Phil. (Communication)
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Wei, Cheng-hsien, and 魏政賢. "The Different of Advertising Effectiveness betweenMobile and Tradition Advertising – MMS V.S. DM Advertising." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/42606992016090678415.
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碩士國立臺灣科技大學
企業管理系
98
Thesis : The Different of Advertising Effectiveness between Mobile and Tradition Advertising –MMS V. S. DM Advertising Nowadays, mobile phone become a indispensable communication tool in living, and under mobile operators active promotion, the growth of 3G Service is vigorously and to promote the usage of mobile data service and multimedia messaging service. Since mobile advertising has features of personalization, localization, interaction and instant characteristic, it has been considered as one of the extremely potential new developing media. However, the appearance of mobile advertising has changed industry's competition rule. Enterprises adopting the mobile advertising and often encountering some questions at the same time. For example, 'What kind of target is relatively suitable for mobile advertising?', 'What is the different of advertising result between mobile and traditional advertising?', 'What is the best investment and disposition on the mobile and traditional advertising? ' This research is to carry on the discussion to the advertising effectiveness difference between the mobile and traditional advertising. The advertisement will sent out through MMS（Multimedia Messaging Service）and DM（Direct Mail）. And in this rsearch I take the advertisement cases of the single product 'Kobayashi Optical' as an example, make investigations in the way through the questionnaire, to probe into the difference between the two. At the same time, through the analysis result to find out the best and effective advertising strategy for enterprise to achieve best advertising effectiveness between mobile and traditional advertising, and help enterprise to develop better business model. This research sent out 500 questionnaires through the Internet, 409 valid questionnaires were retrieved. The result of analysis found that as the following：（1）In overall, mobile advertising has better advertising effectiveness than traditional advertising in "Advertising Memory".（2）Aged 40-49 and Chunghwa Telecom users, in "Attitude Toward the Advertisement ", traditional advertising relatively have better advertising effectiveness than mobile advertising.（3）As for consumer's attitude to advertising media, no matter the attitude is good or bad, there are not significantly different between mobile advertising and traditional advertising in "Advertising Memory", "Attitude Toward the Advertisement", " Attitude Toward the Brand" , "Purchase Intention",etc.
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Silva, Rita Marques Santos. "A social media marketing strategy in the Portuguese territory : Bioco Tradition." Master's thesis, 2017. http://hdl.handle.net/10400.14/22672.
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The present dissertation comprises a Social Media Marketing Strategy, divided in two fronts: how to perfect a Facebook page and how to advertise in the most effective way. This strategy is developed specifically for Bioco Tradition, a Portuguese feminine fashion brand created in 2015 focused mainly on the recreation of a historical piece of clothing, the bioco.
The main aim of this consulting project is to analyze the current situation of the company, specifically the behavior of the brand on the social networks and to provide a set of recommendations to the main challenges Bioco Tradition is facing.
The in-depth analysis of internal documents of the company shows some setbacks regarding the Facebook page but also some successful strategies that are recommended to be repeated.
Social media marketing is playing an increasingly important role in the marketing strategies of companies. Consequently, companies who integrate elements of social media into their marketing mix will have a greater opportunity to influence consumers’ buying choices. Therefore, this dissertation focuses on integrating elements of social media, such as Facebook, into the marketing mix and communication tools of Bioco Tradition.A presente dissertação inclui uma estratégia de marketing de Social Media, dividida em duas partes: como aperfeiçoar uma página de Facebook e como publicitar da forma mais eficaz possível. Esta estratégia é desenvolvida especificamente para a Bioco Tradition, uma marca portuguesa de roupa feminina criada em 2015 focada maioritariamente na recriação de uma peça de roupa histórica, o bioco. O principal objetivo deste projeto de consultadoria é analisar a situação atual da empresa, mais especificamente o comportamento da marca nas redes sociais, e fornecer um conjunto de recomendações para os maiores desafios que a marca está a enfrentar. A análise aprofundada de documentos internos da empresa revela alguns desafios relativamente à página do Facebook da empresa, mas também algumas estratégias bem-sucedidas que são recomendadas a ser repetidas. O marketing de Social Media tem vindo a desempenhar um papel cada vez mais importante nas estratégias de marketing das empresas. Consequentemente, empresas que integram elementos de social media no seu marketing mix irão ter uma maior oportunidade de influenciar as decisões de compra dos consumidores. É por essa razão que esta dissertação se foca em integrar elementos de social media, como o Facebook, no marketing mix e ferramentas de comunicação da empresa Bioco Tradition.