Comunicação Social/Publicidade e Propaganda

URI Permanente desta comunidadehttps://repositorio.cesupa.br/handle/prefix/23

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Navegando Comunicação Social/Publicidade e Propaganda por Orientador "Leão, Danuta de Cássia Leite"

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    Mercado de luxo: planejamento de campanha para a marca Éricka Viggiano
    (Centro Universitário do Estado do Pará, 2023-12-11) Nascimento, Clara Luanny Mar; Magno, Leticia Neves Moreira; Monteiro, Shirley Angie do Vale; Leão, Danuta de Cássia Leite; http://lattes.cnpq.br/3967549374195129; Oliveira, Mariana Menezes de; http://lattes.cnpq.br/1968293281798090; Moraes, Giselle do Carmo Souza; http://lattes.cnpq.br/0951814261752395
    Our work aimed to develop a campaign plan on TikTok for the Ericka Viggiano Brand, located in Belém do Pará, with specific objectives of promoting the brand, generating engagement, and arousing the audience's desire. In the initial stage, we conducted an introductory research encompassing information about the luxury market and an analysis of the digital environment, with a special focus on the TikTok platform. Regarding the applied methodology, the project adopted two approaches, exploratory and descriptive. In the exploratory approach, we carried out a detailed analysis of luxury brand communication on this platform, identifying strategies and content formats used by industry leaders. In the descriptive approach, information was elaborated about the chosen brand, such as its target audience, current strategies, and its mission. The interview with the brand owner, Éricka Viggiano, played a crucial role in this phase, providing detailed data to deeply understand the brand's reality. In the development phase, we conducted analyses based on the research conducted and presented the campaign called "Quiet Beauty Collection," based on the 'Quiet Luxury' trend referring to the minimalism of the 90s, addressing numerous investigations aiming to identify studies for its execution, including: brand presentation and communication, competition analysis, SWOT analysis, which identified threats, opportunities, strengths, and weaknesses, and the definition of strategies and the central positioning of the campaign, which became more evident with the construction of the action plan. Finally, in line with the objectives, a schedule and budget were developed for the brand campaign planning, to carry out the proposal in the project.
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    Podcast “Just a Talk”
    (Centro Universitário do Estado do Pará, 2023-12-11) Accioli Filho, Antonio Carlos Rocha; Justino, Igor Alves; Leão, Danuta de Cássia Leite; http://lattes.cnpq.br/3967549374195129; Caetano, Danilo Miranda; http://lattes.cnpq.br/8985271833324122; Andrade, Ana Paula Dias; http://lattes.cnpq.br/4443040797308636
    In the decade of podcasting's rise, it's important to ask if there is a need for a podcast for young people in Pará. This project proposes to create a Pará entertainment hub called "just a talk." The hub would feature two different podcasts with two different themes. The work is divided into four parts: an introduction that discusses the effects of convergence culture, the increasing number of podcasts, and the impact of the pandemic on media consumption; a section on related products that inspired the development of the podcast; a section on the construction of the podcast, including its topics and episodes; and finally, a conclusion that discusses the relevance of the work.