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Abstract(s)
Os dispositivos móveis são nos dias de hoje um meio para publicitar marcas e a elevada
utilização dos mesmos fez com que a publicidade móvel começasse a ser uma das hipóteses
dos anunciantes. O appvertising surge como uma nova forma de chegar aos públicos gerando
novas experiências e garantindo que as marcas alcançam os seus objectivos publicitários.
Nesta dissertação procura-se explorar conceptualmente as principais variáveis que envolvem
o ecossistema móvel e as estratégias publicitárias, culminando com uma componente
empírica que passa por uma análise de conteúdo. O presente trabalho de investigação é o
resultado de uma observação atenta e curiosa sobre o potencial das dimensões do
appvertising.
Mobile devices are nowadays advertising channels for brands and the high use of them has made mobile advertising a strong propositions for advertisers. Appvertising emerges as a new way to reach the public generating new experiences and ensuring that brands reach their advertising goals. In this dissertation we try to explore conceptually the main variables involved in the mobile ecosystem and advertising strategies, culminating with an empirical component that consisted of content analysis. This research work is the result of an attentive and curious observation about the potential of the appvertising dimensions.
Mobile devices are nowadays advertising channels for brands and the high use of them has made mobile advertising a strong propositions for advertisers. Appvertising emerges as a new way to reach the public generating new experiences and ensuring that brands reach their advertising goals. In this dissertation we try to explore conceptually the main variables involved in the mobile ecosystem and advertising strategies, culminating with an empirical component that consisted of content analysis. This research work is the result of an attentive and curious observation about the potential of the appvertising dimensions.
Description
Keywords
App Appvertising Big Data Mobile Advertising Ux / Ui