O planejamento publicitário e o mercado de propaganda nas cidades de Bagé e São Borja, RS

Abstract

This research has as its theme the practice of advertising planning, as a function and activity, in the interior of Rio Grande do Sul. In addition, it also addresses issues related to the profile of this planner, entrepreneurship linked to the interiorization of advertising and creativity and its relation with the planning. It determines the geographic coverage of the research, the Regional Development Councils of Rio Grande do Sul (COREDEs) of the Campaign and the West Frontier, and the cities that are members of these Councils that possess or have attended Bachelor's Courses in Advertising and Propaganda: Bagé and São Borja. The objective of the study is to map and describe how advertising planning is being carried out in these localities, as well as to characterize the profile of the planner and to analyze the entrepreneurial activity and the local advertising market of the interior cities delimited. In order to achieve these objectives, it uses as methodological procedures the bibliographical research and the individual in-depth interview conducted with four planners from different agencies and companies from the cities of the cut: two from Bagé and two from São Borja.