Estratégias de mensagens publicitárias em uma empresa de site de busca

análise exploratória de campanhas no período de 2015 a 2020

Abstract

Since the ways in which advertising messages are developed, especially to attract the attention of the consumer public, marketing professionals need to master skills on how to develop content for advertisements. This is a common condition for any company that presents the objective of having its brand projected on the several media vehicles: from TV commercials to Internet announces. Due to this finding, this case study, descriptive, exploratory and telematized, was developed from the objective of identifying which (or which) are (or are) the types of strategies for the execution of an advertising message and advertising more applied in the promotion campaigns of a search engine company (Google in Brazil) in the period from 2015 to 2020. After consolidated analysis of thematic content on commercials that were accessed in the Google Brazil channel, on Youtube, it was possible to see that the strategies of informative, persuasive, reminder and/or reinforcement advertising; as well as the possible rational, moral, emotional appeals are effectively considered by the marketing professionals who are in charge of the mission of developing advertisements for Google. The rational and moral, as they were applied in some campaigns, emphasize the concern and orientation of marketing concentrated on social causes, with the intention of awakening the awareness of mass audiences. Thus, the concern with social responsibility was revealed, effectively appropriate to promote an organizational communication oriented to the consolidation of a good reputation of Google for its entire market.