A publicidade de massas para uma audiência segmentada

: as tendências da mentalidade no consumo publicitário

Abstract

The technological development generated new forms of mass communication and allowed a wider personalization of mediatic contents from people. The mediatic field is constantly adapting itself to those technological changes and above all, to the social ones. Advertising follows those steps for a more directed communication, through a selection of distinct platforms for each communication and each targeted audience. On the other hand, individuals are in a permanent mutation of interests and taste, due to the accelerated evolution, present in every society areas. The technological and mediatic evolution generated new types of consume, launching new challenges to the advertisement communication, for them to reach their target. In the specific context of the internship that this report results from, the deployed method is called Trends to Innovation, utilized by the Trends Research Center, place where the internship took place. This model is based on Mentality Trends, allows a theoretical contextualization, and has applicability in the business and research areas. Mentality Trends allow a certain degree of adaptability to the advertisement communication, following emerging behavioral and attitudinal aspects, and desires and needs. Through the identification of demographic, social, behavioral and attitudinal indicators, Trends can indicate future scenarios with a high probability of happening. This information allows a higher level of adaptability of the message sent, content and advertisement support according to each target public, being that this public present itself more and more segmented, following the mass media evolution.

Date of Award	Oct 2012
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Eduardo Cintra Torres (Supervisor)