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