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Com o surgimento cada vez mais frequente de campanhas publicitárias que contam com a participação de humoristas como endorsers, torna-se imperativa a investigação acerca do possível impacto dessas colaborações na perceção das marcas, tanto na perspetiva dos consumidores como na perspetiva das próprias marcas. Este é um fenómeno relativamente recente pelo que carece de literatura e de investigações aprofundadas, o que reforça o caráter inovador do presente estudo. Os objetivos principais desta investigação são, primeiramente, analisar se a presença de humoristas em campanhas publicitárias teve impacto na perceção da marca e nas associações que os consumidores fazem à mesma, assim como, compreender de que forma os humoristas são percecionados como endorsers. Por último, compreender as razões pelas quais as marcas optam por conduzir campanhas publicitárias com humoristas em detrimento de outro tipo de endorsers. A problemática em análise motivou a utilização de uma metodologia de investigação mista, que combina abordagens quantitativas e qualitativas, compreendendo estas a análise de entrevistas em profundidade ao managing director da agência Voodoo Brands, profissional com mais de 20 anos de experiência em campanhas com humoristas e uma segunda entrevista com a coordenadora de comunicação do ActivoBank, marca que habitualmente utiliza humoristas nas suas campanhas. As entrevistas forneceram insights sobre os benefícios, desafios, riscos e recomendações envolvidos nesta estratégia de comunicação. Além disso, foi aplicado um inquérito por questionário aos consumidores e possíveis consumidores, que contou com dois estímulos publicitários de campanhas que recorreram a humoristas. Este questionário completou a recolha dos dados primários e teve como objetivo obter a perspetiva dos consumidores relativamente à campanha da Worten com o humorista Ricardo Araújo Pereira e à campanha do ActivoBank com a humorista Mariana Cabral, conhecida como “Bumba na Fofinha”. Os principais resultados da presente dissertação indicam que os humoristas são percecionados como endorsers populares, credíveis e qualificados pelos consumidores. A utilização de humoristas como endorsers pode trazer benefícios significativos às marcas, incluindo o aumento de notoriedade e empatia com o consumidor. Tanto a atitude em relação ao anúncio como à marca mostraram-se positivas, demonstrando o sucesso deste tipo de estratégia publicitária e o impacto resultante na perceção sobre as marcas.
With the increasingly frequent emergence of advertising campaigns that feature comedians as endorsers, it is imperative to investigate the possible impact of these collaborations on brand perception, both from the perspective of consumers and from the perspective of the brands themselves. This is a relatively recent phenomenon and therefore lacks literature and in-depth research, emphasising the innovative nature of the study. The main objectives of this research are, firstly, to analyse whether the presence of comedians in advertising campaigns has an impact on brand perception and the associations consumers make with the brand, as well as to understand how comedians are perceived as endorsers. Finally, to understand the reasons why brands opt for advertising campaigns with comedians over other types of endorsers. The problem under analysis motivated the use of a mixed research methodology, combining quantitative and qualitative approaches, comprising the analysis of in-depth interviews with the managing director of the Voodoo Brands agency, a professional with more than 20 years of experience in campaigns with comedians and a second interview with the communication coordinator of ActivoBank, a brand used to using comedians in its campaigns. The interviews provided insights into the benefits, challenges, risks and recommendations involved in this communication strategy. In addition, a questionnaire survey was administered to consumers and potential consumers, which featured two advertising stimuli from campaigns that used comedians. This questionnaire completed the primary data collection and aimed to obtain the consumers' perspective regarding the Worten campaign with comedian Ricardo Araújo Pereira and the ActivoBank campaign with the comedian Mariana Cabral, known as “Bumba na Fofinha”. The main results of this dissertation indicate that comedians are perceived as popular, credible and qualified endorsers by consumers. The use of comedians as endorsers can bring significant benefits to brands, including increased awareness and empathy with the consumer. Both the attitude towards the advert and the brand were positive, demonstrating the success of this type of advertising strategy and the resulting impact on brands’ perception.
With the increasingly frequent emergence of advertising campaigns that feature comedians as endorsers, it is imperative to investigate the possible impact of these collaborations on brand perception, both from the perspective of consumers and from the perspective of the brands themselves. This is a relatively recent phenomenon and therefore lacks literature and in-depth research, emphasising the innovative nature of the study. The main objectives of this research are, firstly, to analyse whether the presence of comedians in advertising campaigns has an impact on brand perception and the associations consumers make with the brand, as well as to understand how comedians are perceived as endorsers. Finally, to understand the reasons why brands opt for advertising campaigns with comedians over other types of endorsers. The problem under analysis motivated the use of a mixed research methodology, combining quantitative and qualitative approaches, comprising the analysis of in-depth interviews with the managing director of the Voodoo Brands agency, a professional with more than 20 years of experience in campaigns with comedians and a second interview with the communication coordinator of ActivoBank, a brand used to using comedians in its campaigns. The interviews provided insights into the benefits, challenges, risks and recommendations involved in this communication strategy. In addition, a questionnaire survey was administered to consumers and potential consumers, which featured two advertising stimuli from campaigns that used comedians. This questionnaire completed the primary data collection and aimed to obtain the consumers' perspective regarding the Worten campaign with comedian Ricardo Araújo Pereira and the ActivoBank campaign with the comedian Mariana Cabral, known as “Bumba na Fofinha”. The main results of this dissertation indicate that comedians are perceived as popular, credible and qualified endorsers by consumers. The use of comedians as endorsers can bring significant benefits to brands, including increased awareness and empathy with the consumer. Both the attitude towards the advert and the brand were positive, demonstrating the success of this type of advertising strategy and the resulting impact on brands’ perception.
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Keywords
Humoristas Publicidade Celebrity endorsement Endorsement Perceções da marca Associações de marca Consumidor Imagem de marca Worten ActivoBank Humourists Advertising Brand perceptions Brand associations Consumer Brand image