MENSURAÇÃO DE RESULTADOS EM REVISTAS CUSTOMIZADAS Uma análise de métricas e metodologias

• Autor(a) principal: MORO, ROSIANE SIMONE
• Data de Publicação: 2018
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da METODISTA
• Texto Completo: http://tede.metodista.br/jspui/handle/tede/1838
• topic: Revistas customizadas. Métricas; Mensuração e avaliação de resultados; Conteúdo de marca; Comunicação empresarial; Custom publishing; Metrics; Measurement and evaluation of results; Branded content; Business communication; CIENCIAS SOCIAIS APLICADAS::COMUNICACAO

The increase in content marketing production by companies and the increasing search of communication professionals for the proof of results have raised the need for more knowledge regarding measurement techniques. This dissertation proposes to analyze the process of measurement and evaluation in custom publishing with the objective of gathering metrics and methodologies that can be used day by day by publishers. The methodology used was divided in three parts. The first one presents literature review through a bibliographical research with the purpose of gathering the methods of measurement proposed by researchers in marketing, communication and public relations areas. The second part presents a field research of qualitative nature, through a exploratory study and semi-structured interviews with six Brazilian publishing houses. In the third part, a documentary study was carried out to investigate the measurement process of 35 custom magazines produced in England. The results show that the Brazilian publishers haven’t incorporated the measurement of results in their activities, aren’t aware of the metrics and don’t have professionals specialized in the subject. The English publishers are in a more advanced stage: they carry out the measurement regularly, but using little variety of metrics.