Use of marketing research by advertising agencies of Vale do Paraíba - SP
Regional advertising markets, especially in the São Paulo State, has acquired greater representation with media investments increasing, which magnifies the need for more professional management for the agencies. The goal was to determine how ad agencies based in the Vale do Paraíba - SP make use of...
| Autores: | , , |
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| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2013 |
| País: | Brasil |
| Institución: | Universidade Federal de Goiás (UFG) |
| Repositorio: | Comunicação & Informação (Online) |
| Idioma: | portugués |
| OAI Identifier: | oai:ojs.revistas.ufg.br:article/24606 |
| Acceso en línea: | https://revistas.ufg.br/ci/article/view/24606 |
| Access Level: | acceso abierto |
| Palabra clave: | Marketing communication. Marketing research. Advertising agencies. Regional market. comunicação publicitária. pesquisa de marketing. agências de comunicação. mercado regional. |
| Sumario: | Regional advertising markets, especially in the São Paulo State, has acquired greater representation with media investments increasing, which magnifies the need for more professional management for the agencies. The goal was to determine how ad agencies based in the Vale do Paraíba - SP make use of information generated by marketing research for decision making and motivation of developing advertising campaigns for its customers. The research is characterized as exploratory, with qualitative approach and data collection through semi-structured interviews. It was found that the managers of the agencies selected as sample understand the importance of marketing research, but the use is still limited for reasons of cost, lack of credibility in regional suppliers, advertisers lack of knowledge about research and the wide range of public information. |
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