Projeto Brainstorm: a eficiência das estratégias de comunicação na produção de conhecimento sobre o curso de publicidade e propaganda da Universidade Federal do Pampa

Abstract

This study aims to verify the change in the students' level of knowledge regarding the Advertisement and Marketing Course at the Universidade Federal do Pampa (UNIPAMPA) through reception research. For this purpose it was necessary to draw up a theoretical reference in which the reception studies based on cultural studies were discussed, emphasizing the study Encoding/Decoding of Stuart Hall (2009). The concepts of marketing and market segmentation, specific niches and social networks were examined. All this reference was constructed so that it could give basis to an experimental product called "brainstorm design and research of reception”. The experimental product is part of the method and is through the elaboration and propagation of an advertising campaign to reach the goal of the monograph quoted earlier this summary. The method used in the research was focus group conducted with students from the course of Advertising, which was submitted for questions script about the project mentioned above, in order to measure the level of knowledge about the course in question. After the questionnaire application, the data analysis started, only and exclusively, of the speeches made by the participants. The data were organized according to the objective of this research if the Institutional campaign advertising has been effective in the production of knowledge about the course for academic Advertising, Federal University of Pampa. The data analysis came to a conclusion that the experimental design was partially efficient in the production of knowledge of the Advertising Course and Propaganda by the target audience of the campaign conveyed.