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Abstract(s)
Este trabalho acadêmico se debruça sobre a influência das práticas de copywriting em promoções online pagas, investigando sua capacidade de moldar o discernimento e as respostas comportamentais dos consumidores. A razão desta investigação se ancora na constante transformação das plataformas digitais e no crescimento acelerado dos investimentos em publicidade online, evidenciando uma necessidade imperativa de compreender as práticas de copywriting mais eficazes nesse ambiente dinâmico. Tomando como cenário a plataforma de streaming fictícia “StreamNow”, foi instaurado um experimento contemplando duas categorias de publicidade: uma categoria padrão, sem a integração de táticas sofisticadas de copywriting, e uma inovadora, que se apropriou de várias destas estratégias. O grupo de análise foi constituído por 152 indivíduos, com uma predominância feminina, e de formação universitária. Estes sujeitos avaliaram as publicidades por meio de um questionário detalhado, analisando seu apreço pelo conteúdo promocional, discernimento acerca da entidade e propensão para usufruir do serviço. A abordagem metodológica escolhida teve um caráter quantitativo descritivo, e as opiniões foram registradas com base em uma escala Likert. As metas centrais desta pesquisa englobaram a análise de como o copywriting molda o reconhecimento e julgamento da marca, desvendar sua relação com o desejo de adesão ao serviço, determinar quais aspectos específicos do copywriting provam ser mais potentes e delinear o significado da transparência, pertinência e eficácia do conteúdo de marketing. As inferências alcançadas indicam que o anúncio que incorporou táticas de copywriting foi apreendido de forma mais auspiciosa, culminando em uma percepção mais positiva da marca e uma elevação no interesse de adesão ao serviço. Essas observações mostram a importância de estratégias de comunicação bem planejadas, assim como destacam a necessidade de personalização e de contar uma história envolvente para ganhar confiança e transformar pessoas interessadas em seguidores leais.
This academic paper delves into the influence of copywriting practices on paid online promotions, examining their ability to shape consumer discernment and behavioral responses. The rationale for this investigation is rooted in the constant transformation of digital platforms and the rapid growth of investments in online advertising, highlighting an imperative need to understand the most effective copywriting practices in this dynamic environment. Using the fictional streaming platform "StreamNow" as the setting, an experiment was conducted covering two advertising categories: a standard one, without the incorporation of sophisticated copywriting tactics, and an innovative one, leveraging multiple such strategies. The analysis group comprised 152 individuals, predominantly female, with university-level education. These participants assessed the advertisements through a detailed questionnaire, evaluating their appreciation for the promotional content, understanding of the brand, and inclination to use the service. The chosen methodological approach had a descriptive quantitative nature, and feedback was recorded based on a Likert scale. The main objectives of this research included analyzing how copywriting influences brand recognition and judgment, uncovering its relationship with the desire to subscribe to the service, pinpointing which specific aspects of copywriting are most effective, and outlining the importance of transparency, relevance, and efficacy in marketing content. The findings suggest that the advertisement integrating copywriting tactics was perceived more favorably, leading to a more positive view of the brand and a heightened interest in subscribing to the service. These insights underscore the importance of well-thought-out communication strategies, emphasizing the need for personalization and crafting a compelling story to gain trust and convert interested individuals into loyal followers.
This academic paper delves into the influence of copywriting practices on paid online promotions, examining their ability to shape consumer discernment and behavioral responses. The rationale for this investigation is rooted in the constant transformation of digital platforms and the rapid growth of investments in online advertising, highlighting an imperative need to understand the most effective copywriting practices in this dynamic environment. Using the fictional streaming platform "StreamNow" as the setting, an experiment was conducted covering two advertising categories: a standard one, without the incorporation of sophisticated copywriting tactics, and an innovative one, leveraging multiple such strategies. The analysis group comprised 152 individuals, predominantly female, with university-level education. These participants assessed the advertisements through a detailed questionnaire, evaluating their appreciation for the promotional content, understanding of the brand, and inclination to use the service. The chosen methodological approach had a descriptive quantitative nature, and feedback was recorded based on a Likert scale. The main objectives of this research included analyzing how copywriting influences brand recognition and judgment, uncovering its relationship with the desire to subscribe to the service, pinpointing which specific aspects of copywriting are most effective, and outlining the importance of transparency, relevance, and efficacy in marketing content. The findings suggest that the advertisement integrating copywriting tactics was perceived more favorably, leading to a more positive view of the brand and a heightened interest in subscribing to the service. These insights underscore the importance of well-thought-out communication strategies, emphasizing the need for personalization and crafting a compelling story to gain trust and convert interested individuals into loyal followers.
Description
Mestrado em IPB-ESTG e ASSOCIAÇÃO DE POLITÉCNICOS DO NORTE (APNOR)
Keywords
Copywriting Percepção do consumidor Anúncios de busca pagos Publicidade online