Detalhes bibliográficos
| Ano de defesa: |
2019 |
| Autor(a) principal: |
Tropardi, Lilian Rose dos Santos
 |
| Orientador(a): |
Chaia, Vera Lúcia Michalany |
| Banca de defesa: |
Não Informado pela instituição |
| Tipo de documento: |
Dissertação
|
| Tipo de acesso: |
Acesso aberto |
| Idioma: |
por |
| Instituição de defesa: |
Pontifícia Universidade Católica de São Paulo
|
| Programa de Pós-Graduação: |
Programa de Estudos Pós-Graduados em Ciências Sociais
|
| Departamento: |
Faculdade de Ciências Sociais
|
| País: |
Brasil
|
| Palavras-chave em Português: |
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| Palavras-chave em Inglês: |
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| Área do conhecimento CNPq: |
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| Link de acesso: |
https://tede2.pucsp.br/handle/handle/22815
|
Resumo: |
A successful electoral campaign depends on a well-elaborated communication strategy that considers expectations, desires and demands of voters and electors. Qualitative research, especially focus groups, are tools which are widely used to define themes, proposals, image and discourse of candidates and applicants. The results of the focus groups serve to guide the communication strategy of an electoral campaign and to subsidize the creations of advertisers who develop electoral marketing. This study shows how data from eight focal groups were related to the spots - advertising 30 /60 second inserts In the free time electoral propaganda HGPE of the victorious candidate to the city hall of Sao Paulo in the 2016 election. When analyzing such insertions and their relationship with qualitative research, it was intended to unravel the adopted marketing strategy that led the candidate João Dória to win in the first round of the elections. The result suggests that knowing how to use electoral research for the strategic development of communication and the well-crafted construction of short-lived advertising pieces, such as the spots, led the candidate to victory |
