As inovações nas agências de propaganda da cidade de São Borja

Abstract

The present work of conclusion of course titled "The innovations in the Services of Agencies of Propaganda of the city of São Borja" has as proposal the investigation on the innovations theme in services specifically in advertisement agencies of São Borja. Since there are no studies on the subject in the agencies of the city. The paper approaches as a problem what types of innovations are adopted in the services of the advertising agencies of the city of São Borja. The general objective of this study is to verify the innovations of the services of the advertising agencies in the city. Specifically the research aims to identify the profiles and models of advertising agencies; To note the main innovations in the services provided by the agencies; Check what types of innovations are prevalent in advertising agencies; And finally, to verify the processes of adoption of services in the agencies. The methodology used for this work was the bibliographic research and the descriptive research applied with the owners of the advertising agencies of São Borja. The descriptive research resulted in knowledge of the sectors and the predominant models of the agencies, their services more offered, as well as the analysis of the research on the predominant innovations and the process of adoption of services of the advertising agencies. It was verified that the agencies of São Borja innovate incrementally, without adopting radical changes. The model that the agencies fit into is the Plena agency model in which professionals are multidisciplinary, able to attend, plan and execute campaigns. The agencies' structures are small with few sectors and their profiles are similar, with little market time, on average they have six to ten clients. It was found that the types of innovation prevalent in the agencies were the innovations in marketing.