Media e eficácia da mensagem publicitária
Palavras-chave:
media, marca de média, publicidade, eficácia, retórica mediatizadaResumo
As novas tipologias de media trouxeram mais oportunidades de investimento para as marcas, maior possibilidade de envolvimento
dos públicos mas também desafios relativos à medição da eficácia dos
anúncios publicitários. Existem hoje mais opções para chegar junto do
alvo da comunicação mas também novas formas para bloquear a publicidade, essa atividade muitas vezes indesejada. Para superar essa perceção, a publicidade pode valer-se do valor/credibilidade que a marca de
média tem para valorizar o anúncio. Este artigo apresenta uma reflexão
sobre os conceitos de valor das marcas de média e eficácia da publicidade
procurando contribuir com novos ângulos para estudar a retórica
mediatizada.
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