A prática publicitária: um olhar sobre o profissional de atendimento

• Ano de defesa: 2013
• Autor(a) principal: Christofoli, Márcia Pillon
• Orientador(a): Carvalho, Cristiane Mafacioli
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Pontifícia Universidade Católica do Rio Grande do Sul; Porto Alegre
• Palavras-chave em Português: COMUNICAÇÃO SOCIAL; PUBLICIDADE; AGÊNCIAS DE PROPAGANDA; CAMPANHAS PUBLICITÁRIAS; PUBLICITÁRIOS - ATUAÇÃO PROFISSIONAL
• Link de acesso: http://hdl.handle.net/10923/2157

The present work investigate the advertising practice by the eyes of the client service of an advertising agency with the objective of identifying characteristics, functions, profile, professional difficulties and its appliances at the advertising work. The research describes the logical production of the advertising market and how they reflect to the client services practice. To develop the present study was chosen the evidence of the advertising agency client service because this is the professional that starts and finish the advertising campaign production and pieces. The methodology of the research is inspired in the analyses of the speech to identify the present problem at the advertising practice through client service speech and others professionals of the advertising agency collected by two techniques: written diary and deep interview. The client service director is considered the management of the agency team starting the premise that its productions routines may interfere at the advertising quality process. By the analyzed speeches the research highlights that the treatment needs today an intense professional graduation because it became an agency area that’s care of the qualified professionals to execute the work that is assigned. The contrary it is a department that tends to lose its space and professional recognition.