Os dados como base à criação de um método de planejamento de propaganda
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Data
2018-03-14
Autores
Lima, Carlos Eduardo de
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Editor
Universidade Estadual Paulista (Unesp)
Resumo
O presente estudo visa identificar as inúmeras transformações que o planejamento de propaganda tem enfrentado desde o advento da Internet e das tecnologias de comunicação e informação baseadas em big data, Machine Learning, cluster e outras ferramentas de inteligência de dados. Dessa forma, buscou-se fazer um levantamento histórico e documental sobre os modelos de planejamento de propaganda e briefs criativos. Percebeu-se fundamental traçar uma breve documentação histórica sobre a concepção da disciplina de planejamento para o planejador e a forma como esse processo foi desenvolvido no Brasil, assim como sua evolução. Fez-se necessário também definir conceitos sobre big data e inovação, buscando identificar como afetam a estrutura e as metodologias até então usadas pelo planejamento. Com isso, objetivou-se poder entender como o planejador está sendo levado a desenvolver novas competências que abordam diferentes disciplinas, além das que já eram aplicadas no processo de investigação e criação do planejamento. Dessa forma, foram utilizadas metodologias de pesquisa de campo com entrevistas em profundidade com heads e diretores de planejamento de agências de comunicação e players reconhecidos por sua competência e experiência no planejamento de propaganda. Sendo assim, esta pesquisa apresenta uma proposta de um método de planejamento que, por meio de ferramentas baseadas em softwares e aplicativos, permita que o profissional de planejamento possa gerar ideias inovadoras e propor uma nova cultura de pensamento à agência.
This study aims to spot the countless transformations that the advertising planning has been passing through since the appearance of the Internet, as well as communication and information technologies based upon big data, Machine Learning , cluster and othe r data intelligence mechanisms. Along these lines, it was undertaken to assemble historical and documental facts about advertising planning and creative briefs guidelines. It was noticed the importance to picture a brief historical documentation about the conception of the planning subject for planners and the way this process was developed in Brazil, as well as its evolution. It was also necessary to define concepts about big data and innovation, in order to find how they impact the structure and methodolo gies used by the advertising planning until then. Thereby, the goal is to understand how the planner is being compelled to develop new skills which approach different matters, beyond the ones that were already used in the process of inquiring and creating in advertising planning. Thus, field research methodologies were applied with in - depth interviews with heads and directors of planning at communication agencies and market players whom are renowned for their competence and experience in advertising plannin g. Therefore, this essay proposes a planning approach which, utilizing tools based upon softwares and appliances, enables planners to develop disrupting ideas and come up with new mindsets to agencies.
This study aims to spot the countless transformations that the advertising planning has been passing through since the appearance of the Internet, as well as communication and information technologies based upon big data, Machine Learning , cluster and othe r data intelligence mechanisms. Along these lines, it was undertaken to assemble historical and documental facts about advertising planning and creative briefs guidelines. It was noticed the importance to picture a brief historical documentation about the conception of the planning subject for planners and the way this process was developed in Brazil, as well as its evolution. It was also necessary to define concepts about big data and innovation, in order to find how they impact the structure and methodolo gies used by the advertising planning until then. Thereby, the goal is to understand how the planner is being compelled to develop new skills which approach different matters, beyond the ones that were already used in the process of inquiring and creating in advertising planning. Thus, field research methodologies were applied with in - depth interviews with heads and directors of planning at communication agencies and market players whom are renowned for their competence and experience in advertising plannin g. Therefore, this essay proposes a planning approach which, utilizing tools based upon softwares and appliances, enables planners to develop disrupting ideas and come up with new mindsets to agencies.
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Planejamento de propaganda, Método, Big data, Inovação, Mídia e tecnologia, Advertising planning, Method, Innovation, Media and technology