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Abstract(s)
Atualmente, existe uma grande variedade de marcas no mercado, criando-se assim um clima mais competitivo entre elas e é neste âmbito que a aposta na publicidade, por parte das mesmas, é cada vez maior.
No entanto, embora ainda se invista muito na publicidade tradicional, cada vez mais surgem alternativas aliciantes para as marcas se promoverem. O product placement, é um exemplo disso e tem-se tornado num grande aliado das marcas, aumentando a sua notoriedade.
A inserção desta técnica de comunicação é bastante visível na ficção televisiva, nomeadamente nas telenovelas e nesse sentido, o objetivo desta investigação é perceber o impacto que o product placement, inserido nas telenovelas, exerce nos consumidores, na forma como estes reagem a esta inserção e como percecionam as marcas que apostam nesta forma de comunicação.
Para perceber este impacto no comportamento dos consumidores, foi selecionado um estudo de caso: Sumo Compal Amor Maior, conseguindo aferir de forma mais aprofundada em que dimensões ou aspetos é que a técnica de product placement, na telenovela Amor Maior, foi benéfica para a marca Compal.
As conclusões obtidas demonstram que cada vez mais as marcas apostam nesta técnica de comunicação, sendo no geral do agrado da maioria dos telespectadores, embora algumas vezes seja considerada pouco natural e demasiado intrusiva. Neste caso específico, da marca Compal, o facto de ter sido inserida numa telenovela em prime-time permitiu chegar a uma grande quantidade de telespectadores, ajudando a marca em termos de notoriedade.
Currently, there is a wide variety of brands in the market, creating a more competitive atmosphere among them and this is why investments on advertising are increasing. However, while much is still being invested in traditional advertising, more and more appealing alternatives are emerging in brand communication. Product placement, is an example of this and has become a great ally of the brands, increasing their notoriety. The use of this technique of communication is frequent in television fiction, namely in soap operas. It is the purpose and, in this sense, the objective of this investigation to assess the impact that product placement, inserted in soap operas, exerts on consumers, the way in which they react to this insertion and how they perceive brands that invest on this form of communication. To understand this impact on consumer behavior, a case study was selected: Compal Amor Maior juice. The specific question to address was in which dimensions or aspects the product placement technique in the soap opera Amor Maior was beneficial to Compal brand. The conclusions reached show that an increasing number of brands are investing on this technique of communication, being generally appreciated by most viewers, although sometimes it is considered unnatural and too intrusive. In this specific case, Compal brand, the fact that it was inserted in a soap opera in prime time allowed the brand to reach a large number of viewers, helping the brand to increase of notoriety.
Currently, there is a wide variety of brands in the market, creating a more competitive atmosphere among them and this is why investments on advertising are increasing. However, while much is still being invested in traditional advertising, more and more appealing alternatives are emerging in brand communication. Product placement, is an example of this and has become a great ally of the brands, increasing their notoriety. The use of this technique of communication is frequent in television fiction, namely in soap operas. It is the purpose and, in this sense, the objective of this investigation to assess the impact that product placement, inserted in soap operas, exerts on consumers, the way in which they react to this insertion and how they perceive brands that invest on this form of communication. To understand this impact on consumer behavior, a case study was selected: Compal Amor Maior juice. The specific question to address was in which dimensions or aspects the product placement technique in the soap opera Amor Maior was beneficial to Compal brand. The conclusions reached show that an increasing number of brands are investing on this technique of communication, being generally appreciated by most viewers, although sometimes it is considered unnatural and too intrusive. In this specific case, Compal brand, the fact that it was inserted in a soap opera in prime time allowed the brand to reach a large number of viewers, helping the brand to increase of notoriety.
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Keywords
Televisão Programas de entretenimento Telenovelas Publicidade Product placement Marcas Consumidor Consumidor jovem Comportamento do consumidor Television Entertainment programs Soap operas Publicity Brands Consumer Young consumer Consumer behavior