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O meio outdoor em Portugal : denominação e inovação dos suportes da publicidade exterior

Detalhes bibliográficos
Resumo:	This dissertation results from the need to create a specific nomenclature for Outdoor advertising in Portugal, since the outdoor advertising media usually designated as "Outdoor" and / or "MUPI" presents a larger diversity today regarding different dimensions as well as the possibility of introducing different types of creativity and innovation. Outdoor Advertising has been considered as the oldest advertising medium and has evolved in conjunction with humanity. In the present, the outdoor advertising is being object of the introduction of constant innovations at the level of new technologies in the Out-of-home advertising. It is in this context that the market has welcomed the so-called "LEDS", screens that allow the passage of video and that present outdoor advertising with increasingly interactive features. This dissertation aims to investigate the diversity of media, listing them and suggesting an appropriate nomenclature that can be proposed and used by the outdoor advertising operators that operate in the Portuguese market. As a final result, the studies carried out (interviews and questionnaires) obtained a denomination for the different external advertising media that have the approval of the professionals of the sector and of the Portuguese Association APEPE.
Assunto:	INNOVATION MESTRADO EM CIÊNCIAS DA COMUNICAÇÃO, MARKETING E PUBLICIDADE OUTDOOR ADVERTISING PUBLICIDADE EXTERIOR INOVAÇÃO MARKETING COMMUNICATION COMUNICAÇÃO
Ano:	2019
País:	Portugal
Tipo de documento:	dissertação de mestrado
Identificadores:	ID: tid:202188949
Tipo de acesso:	Aberto
Instituição associada:	ReCiL - Repositório Científico Lusófona
Código do projeto financiado:	tid:202188949
Idioma:	português
Origem:	ReCiL - Repositório Científico Lusófona

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conditionsOfAccess_str	open access
country_str	PT
description	This dissertation results from the need to create a specific nomenclature for Outdoor advertising in Portugal, since the outdoor advertising media usually designated as "Outdoor" and / or "MUPI" presents a larger diversity today regarding different dimensions as well as the possibility of introducing different types of creativity and innovation. Outdoor Advertising has been considered as the oldest advertising medium and has evolved in conjunction with humanity. In the present, the outdoor advertising is being object of the introduction of constant innovations at the level of new technologies in the Out-of-home advertising. It is in this context that the market has welcomed the so-called "LEDS", screens that allow the passage of video and that present outdoor advertising with increasingly interactive features. This dissertation aims to investigate the diversity of media, listing them and suggesting an appropriate nomenclature that can be proposed and used by the outdoor advertising operators that operate in the Portuguese market. As a final result, the studies carried out (interviews and questionnaires) obtained a denomination for the different external advertising media that have the approval of the professionals of the sector and of the Portuguese Association APEPE.
documentTypeURL_str	http://purl.org/coar/resource_type/c_bdcc
documentType_str	master thesis
id	d605451a-e77f-4e35-8d3e-fac6d87a8b83
identifierHandle_str	http://hdl.handle.net/10437/9456
identifierOther_str	tid:202188949
language	por
publicationDateFull_str	2019-03-14T16:42:46Z
publicationDate_str	2019-03-14
publishDate	2019
relatedInstitutions_str_mv	ReCiL - Repositório Científico Lusófona
resourceName_str	ReCiL - Repositório Científico Lusófona
spellingShingle	O meio outdoor em Portugal : denominação e inovação dos suportes da publicidade exterior INNOVATION MESTRADO EM CIÊNCIAS DA COMUNICAÇÃO, MARKETING E PUBLICIDADE OUTDOOR ADVERTISING PUBLICIDADE EXTERIOR INOVAÇÃO MARKETING COMMUNICATION COMUNICAÇÃO
title	O meio outdoor em Portugal : denominação e inovação dos suportes da publicidade exterior
topic	INNOVATION MESTRADO EM CIÊNCIAS DA COMUNICAÇÃO, MARKETING E PUBLICIDADE OUTDOOR ADVERTISING PUBLICIDADE EXTERIOR INOVAÇÃO MARKETING COMMUNICATION COMUNICAÇÃO