Propaganda impressa de serviços educacionais: uma investigação sobre o impacto da fotografia das instalações e do testemunhal nas atitudes dos consumidores

• Autor(a) principal: Facó, Marcos Henrique
• Data de Publicação: 2006
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Repositório Institucional do FGV (FGV Repositório Digital)
• Texto Completo: http://hdl.handle.net/10438/4116
• topic: Educational services advertising; Intrinsic and extrinsic cues; Physical representation and association strategies; Involvement; Attitudes; Propaganda de serviços educacionais; Pistas intrínsecas e extrínsecas; Estratégias da representação física e associação; Envolvimento; Administração de empresas; Marketing de serviços - Estudo e ensino; Publicidade; Anúncios; Educação; Comportamento do consumidor

In the actual competitive scenario the higher education institutions have been forced to become more active in recruiting students due to the reduction in candidates for its courses. Print advertising are important components in the educational services communications campaigns and, thus, they are an important focus of research. The literature on services communication suggests that the use of cues, as the installations picture and testimonial, presents an observable way to tangibilize educational services offers. We relate the cue paradigm theory as evaluative indicators of a product, with two of the four advertising strategies, with the objective to investigate the impact of the cues in the printed educational services ad¿s in relation to the consumers attitudes. More specifically, to investigate the impact of the physical representation strategy (installations picture - an intrinsic cue), and the association strategy (testimonial - an extrinsic cue), in the consumers attitudes toward the advertisement, the brand and the purchase intention. With this purpose an experiment between subjects with 123 students was carried through, with four levels of manipulation. In relation to consumer attitudes, none of the analyzed strategies presented a significative superiority in relation one with another. However, the subjects with low involvement in the value/auto-image dimension had presented more favorable attitudes in relation to the purchase intention in the presence of the advertising using a testimonial (association strategy - an extrinsic cue).