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Abstract(s)
A primeira agência de comunicação surgiu em meados do século XIX e desde então
acompanham as tendências comunicacionais, ajudando as organizações a superar os seus
desafios e servindo de suporte na conceção e implementação de uma Comunicação Estratégica.
Com a evolução dos meios tradicionais para os meios digitais, as agências têm apostado cada
vez mais em diferentes maneiras de promover as Organizações, bem como os seus produtos e
serviços.
É objeto de estudo do presente relatório, a compreensão do valor simbólico e material
que as agências de comunicação têm para as Organizações em termos de apoio na criação e
implementação de uma Comunicação Estratégica. Além da experiência do estágio, recorreu-se
de pesquisa exploratória, através da análise qualitativa, pelo método de entrevista estruturada a
diretores das duas agências nas quais a estudante estagiou. Como método quantitativo
elaboramos um questionário online com o objetivo de compreender a opinião dos diversos
públicos sobre as agências, entre eles colaboradores de Organizações que já recorreram ao apoio
de agências, bem como público geral para perceber o seu conhecimento sobre esta área.
As conclusões deste estudo foram conseguidas através da análise crítica dos dados, que
nos permitiu perceber que as agências de comunicação são efetivamente um recurso importante
para as Organizações e que têm, sobretudo, apoiado no acompanhamento da transição das
marcas para o digital, sendo um suporte relevante no sentido de proporcionar as estratégias e as
ferramentas mais adequadas às necessidades das Organizações.
The first communication agency emerged in the mid-nineteenth century and since then they have followed the communication trends, helping Organizations to overcome their challenges and supporting the design and implementation of a Strategic Communication. With the evolution from traditional media to digital media, agencies have increasingly invested in different ways to promote Organizations, as well as their products and services. The object of study of this report is to understand the symbolic and material value that communication agencies have for organizations in terms of supporting the creation and implementation of Strategic Communication. In addition to the internship experience, 3 exploratory research was used, through qualitative analysis, by the method of structured interviews with directors of the two agencies in which the student interned. As a quantitative method, we prepared an online questionnaire with the objective of understanding the opinion of the various audiences about agencies, including employees of Organizations that have already used the support of agencies, as well as the general public to understand their knowledge about this area. The conclusions of this study were reached through the critical analysis of the data, which allowed us to realize that communication agencies are effectively an important resource for Organizations and that they have, above all, supported the monitoring of the transition of brands to digital, being a relevant support in order to provide the strategies and tools best suited to the needs of Organizations.
The first communication agency emerged in the mid-nineteenth century and since then they have followed the communication trends, helping Organizations to overcome their challenges and supporting the design and implementation of a Strategic Communication. With the evolution from traditional media to digital media, agencies have increasingly invested in different ways to promote Organizations, as well as their products and services. The object of study of this report is to understand the symbolic and material value that communication agencies have for organizations in terms of supporting the creation and implementation of Strategic Communication. In addition to the internship experience, 3 exploratory research was used, through qualitative analysis, by the method of structured interviews with directors of the two agencies in which the student interned. As a quantitative method, we prepared an online questionnaire with the objective of understanding the opinion of the various audiences about agencies, including employees of Organizations that have already used the support of agencies, as well as the general public to understand their knowledge about this area. The conclusions of this study were reached through the critical analysis of the data, which allowed us to realize that communication agencies are effectively an important resource for Organizations and that they have, above all, supported the monitoring of the transition of brands to digital, being a relevant support in order to provide the strategies and tools best suited to the needs of Organizations.
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Keywords
Comunicação Agência Estratégia Meios tradicionais Meios digitais Communication Agency Strategy Traditional media Digital media