The Advertising Challenges of the Internet: the strategic perception of Florianópolis agencies

Autor:	Guilherme Felipe Kalnin, Mariana Fraga Moreira, Mário César Barreto Moraes
Rok vydání:	2016
Předmět:	business.industry media_common.quotation_subject Geography Planning and Development Context (language use) Advertising Development Public relations Order (business) Political science Perception Agency (sociology) Lack of knowledge Profitability index The Internet Marketing business media_common
Zdroj:	Revista de Negócios. 21:16
ISSN:	1980-4431 1413-3849
DOI:	10.7867/1980-4431.2016v21n1p16-30
Popis:	This research aims to propose strategic actions in order to increase the development of the Internet communication vehicles in the context of Florianopolis from the perception of its advertising agencies, including the factors that influence media buying, the relationship between vehicle and agency and the challenges to be faced to the rise of the internet as advertising media.The research was divided into exploratory stage, in which befits documentary and bibliographic research, and descriptive stage, conducted through in-depth interviews with agency leaders. As a result, separate proposals were structured into four different perspectives regarding the relationship, training, regulation and results of agencies, and observe how major problem the difficulty of training, lack of knowledge of clients and low profitability coming from the internet in Featured advertising environment.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::60f94f44cd6c682d6d8de56c14b00f07 https://doi.org/10.7867/1980-4431.2016v21n1p16-30 Zobrazit plný text záznamu Plný text ve formátu PDF