Eficácia comunicativa das logomarcas. Avaliação da eficácia através dos níveis de representação e provas cognitivas de reconhecimento
Ficheiros
Data
2014
Autores
Título da revista
ISSN da revista
Título do Volume
Editora
Resumo
O objetivo primordial desta investigação são: as logomarcas. O intuito é estudar
a eficácia comunicativa desta ferramenta de comunicação através de testes que
permitem avaliar os efeitos cognitivos, afetivos e comportamentais do interveniente
relativamente aos logotipos das marcas.
O corpus da investigação é constituído por dois testes que nos permitem avaliar
a retenção do objeto de estudo na mente dos indivíduos. Estes mesmos testes são
executados por 50 pessoas, 25 para cada, e os indivíduos são escolhidos de forma
aleatória, sem que haja qualquer tipo de manipulação. Ambos os testes permitem-nos
estudar temáticas muito importantes que se relacionam com esta investigação, caso
disso é: o posicionamento das marcas, branding, product placement. Ainda assim, o
primeiro estudo que se executou no marco teórico foi o da memória do ser humano.
Sem este ponto de partida não faria sentido a investigação, pois é a partir deste “motor”
que conseguimos reter as logomarcas em estudo e assim recordá-las posteriormente.
Nesta investigação é usada uma fórmula para poder calcular a percentagem e
assim avaliar cada teste, chegando a uma conclusão final.
Os resultados indicam que os sujeitos da amostra recordam as logomarcas de
forma espontânea e que, portanto, as marcas têm uma eficácia comunicativa bem
difundida e trabalhada. A escolha das logomarcas foi incidida nas de automóveis por ser
do conhecimento geral de todos. Tanto dos mais novos como dos mais velhos, até aos
diferentes géneros.
The primary objective of this research is: Brand logos. The aim is to study the communicative effectiveness of this communication tool through tests wich allow us to evaluate cognitive, affective and behavioral effects of individuals relatively to the brands logos. The research corpus is composed by two tests that allow us to evaluate the retention of the study subject in the peoples mind. This tests are performed by 50 persons, 25 for each test and are randomly choosed, without any manipulation aspect. Both tests allow us to study very important issues that are related to this investigation, like: brands positioning, branding and product placement. Still, the first study that is performed on the theoretical approach was the human memory. Without this starting point would make no sense this research, because it’s from this "engine" that we could retain the brand logos under study and thus remember them later . In this investigation we use a formula to be able to calculate the percentage and thus evaluate each test in order to reach to a final conclusion . The results indicate that the sample of individuals recall the logos spontaneously and, therefore, brands have a communicative effectiveness well crafted and widespread. The choice of car logos to this study is to be common knowledge to all. In younger as in older people, even different genders.
The primary objective of this research is: Brand logos. The aim is to study the communicative effectiveness of this communication tool through tests wich allow us to evaluate cognitive, affective and behavioral effects of individuals relatively to the brands logos. The research corpus is composed by two tests that allow us to evaluate the retention of the study subject in the peoples mind. This tests are performed by 50 persons, 25 for each test and are randomly choosed, without any manipulation aspect. Both tests allow us to study very important issues that are related to this investigation, like: brands positioning, branding and product placement. Still, the first study that is performed on the theoretical approach was the human memory. Without this starting point would make no sense this research, because it’s from this "engine" that we could retain the brand logos under study and thus remember them later . In this investigation we use a formula to be able to calculate the percentage and thus evaluate each test in order to reach to a final conclusion . The results indicate that the sample of individuals recall the logos spontaneously and, therefore, brands have a communicative effectiveness well crafted and widespread. The choice of car logos to this study is to be common knowledge to all. In younger as in older people, even different genders.
Descrição
Dissertação de Mestrado em Ciências da Comunicação
Palavras-chave
Comunicação , Memória , Logomarcas