A eficácia comunicativa do product e brand placement nas conferências de imprensa desportivas
Ficheiros
Data
2017-04-12
Autores
Título da revista
ISSN da revista
Título do Volume
Editora
Resumo
Este trabalho científico tem como objeto de estudo o product e o brand placement nas conferências de imprensa desportivas e a avaliação da sua eficácia comunicativa através da aferição dos seus efeitos sobre os telespectadores nos planos cognitivo e afetivo.
Foi levada a cabo uma pesquisa bibliográfica abrangente, exploratória e aprofundada de modo a compreender os conceitos do placement, passando pela área do Marketing, da Psicologia Cognitiva, da Metodologia Científica e da Estatística. Procedeu-se, ainda, a uma observação exploratória, que possibilitou a obtenção de um conhecimento mais aprofundado e sobre a implementação da colocação de marcas nas conferências desportivas.
Para a observação experimental foi definido um desenho fatorial 2x2 de grupos independentes com aleatorização total, por forma a perceber a influência das variáveis “tempo” e “quantidade” sobre a eficácia comunicativa das marcas colocadas.
Para recolha dos dados foi utilizada uma combinação de diversas ferramentas testadas e validadas, nomeadamente a grelha de divisão do ecrã em unidades de superfície, preconizada por Bravo (1995); a tecnologia de eye-tracking como instrumento de reconhecimento dos movimentos oculares dos sujeitos sobre o espaço de observação; inquéritos testados para aferição cognitiva e uma escala de diferencial semântico para avaliar as atitudes em relação à marca.
Os resultados obtidos indicam que os sujeitos recordam de forma espontânea e sugerida as marcas colocadas nas conferências de imprensa e desenvolvem atitudes positivas sobre elas. A recordação é influenciada pelo tempo de difusão do estímulo, sendo determinante, acima de tudo, o tipo de colocação no ecrã. Não se verificou que as marcas perante as quais os sujeitos desenvolvem atitudes mais positivas tenham sido as mais recordadas. Por fim, o rosto do treinador de futebol é o principal foco de atenção dos sujeitos, sendo as zonas envolventes deste interlocutor as que mais interesse apresentam na colocação de marcas.
This scientific work has as the aim to study the product and brand placement in sports press conferences and to evaluate its communicative effectiveness by measuring its cognitive and affective effects on the viewers. A comprehensive, exploratory and in-depth bibliographical research was carried out, in order to understand the concept of brand placement and other essential subjects like Marketing, Cognitive Psychology, Scientific Methodology and Statistics. An exploratory observation was also accomplished, which made it possible to obtain a more in-depth knowledge of the implementation of brand placement in sports press conferences. For the experimental observation, a 2x2 factorial design of independent groups with total randomization was defined, in order to perceive the influence of the variables "time" and "quantity" on the communicative effectiveness of the placed brands To collect the data, a combination of several tested and validated tools was used, namely the screen division grid (in surface units) recommended by Bravo (1995); the eye-tracking technology as an instrument to recognize subjects ocular movements on the observation space; tested surveys for cognitive gauging and a semantic differential scale to assess attitudes toward brands. Results indicate that subjects recall in both a spontaneous and suggested way the brands placed in the press conferences and develop positive attitudes toward them. Recall is influenced by stimulus diffusion time, being significant, above all, the type of placement on the screen. It has not been found that the marks to which subjects develop more positive attitudes have been the most remembered. Finally, the face of the football manager was the main focus of attention, thus the surrounding areas of this interlocutor are the most interesting for placing brands.
This scientific work has as the aim to study the product and brand placement in sports press conferences and to evaluate its communicative effectiveness by measuring its cognitive and affective effects on the viewers. A comprehensive, exploratory and in-depth bibliographical research was carried out, in order to understand the concept of brand placement and other essential subjects like Marketing, Cognitive Psychology, Scientific Methodology and Statistics. An exploratory observation was also accomplished, which made it possible to obtain a more in-depth knowledge of the implementation of brand placement in sports press conferences. For the experimental observation, a 2x2 factorial design of independent groups with total randomization was defined, in order to perceive the influence of the variables "time" and "quantity" on the communicative effectiveness of the placed brands To collect the data, a combination of several tested and validated tools was used, namely the screen division grid (in surface units) recommended by Bravo (1995); the eye-tracking technology as an instrument to recognize subjects ocular movements on the observation space; tested surveys for cognitive gauging and a semantic differential scale to assess attitudes toward brands. Results indicate that subjects recall in both a spontaneous and suggested way the brands placed in the press conferences and develop positive attitudes toward them. Recall is influenced by stimulus diffusion time, being significant, above all, the type of placement on the screen. It has not been found that the marks to which subjects develop more positive attitudes have been the most remembered. Finally, the face of the football manager was the main focus of attention, thus the surrounding areas of this interlocutor are the most interesting for placing brands.
Descrição
Tese de Doutoramento em Direção de Comunicação Empresarial
Palavras-chave
Comunicação , Eficácia , Colocação de marcas , Conferência de imprensa , Recordação de marcas , Efeitos cognitivos , Efeitos afetivos