UM ESTUDO SOBRE A PULVERIZAÇÃO DA VERBA PUBLICITÁRIA

• Autor(a) principal: Botelho, Joacy Machado
• Data de Publicação: 2006
• Outros Autores: Almeida, Edgar
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Revista Eletrônica de Ciência Administrativa
• Texto Completo: http://www.periodicosibepes.org.br/index.php/recadm/article/view/377
• topic: dispêndios em publicidade; marketing; mídia alternativa; publicidade; advertising; expenses; marketing; alternative media; publicity

Narrative of a research on the alterations in course about the use of advertising media. It shows that, in recentyears, had intensified the diversification of publicity vehicles creating space for what is called alternative media. Ithas also an increase of the use of other communication tools and the Internet has shown as the most promising.The marketing experts have, more and more, explored alternative ways which do not need great investments.This configures a Paradigm Shift. The traditional media as television, newspaper, periodical and magazine arenot more the only media. In the last times there are adaptations to each case. It is considered, first place, how toarrive at the public-target. The method used for this research was raising data in books, reviewed, periodicalsand Internet. In these vehicles articles and news articles had been chosen approaching the subject and then,made the analyses and reflections. It is a qualitative research that also is fit as Content Analysis. The resultsconfirm the initial hypothesis. It has a crisis or significant change in the distribution of the sum applied foradvertising in the media.