A SEGMENTAÇÃO DE MERCADO E A COMUNICAÇÃO PUBLICITÁRIA NO TURISMO: o modelo de Plog em anúncios veiculados por revista especializada

AUTOR(ES)
DATA DE PUBLICAÇÃO

2007

RESUMO

The Advertising has as social function to inform, to divulge and to stimulate the consuming market to satisfy its emotional and physical needs and the tourism while socioeconomic phenomenon finds in the persuasives speeches advertising executives a fertile land to promote its products and services that are involved for an atmosphere of magic and seduction. This speech of seduction and magic promised for the tourism and propagated by the announcements advertising executives had been objects of analysis of this study, using it psicographic segmentation developed by Stanley Plog in 1971 that it identified the mannering characteristics of the tourist. Six categories of analyses had been elaborated, each one representing a specific segment of the tourist market having as objective to analyze the advertising published in the Magazine Viagem e Turismo in the period from January of 2004 to January of 2005, using Content Analisys as methodológic procedure and to identify if the announcements published in the cited period they attend or do not mannering needs of the psicographics profiles of Plog in addition to contextualyze the importance of a Marketing Integrated Communication Plan for the producing market can communicated with this consumer in way more efficient and, in this way to influence the marketing scenary.(AU)

ASSUNTO(S)

turismo comunicacao publicidade segmentação psicográfica comunicação integrada de marketing

ACESSO AO ARTIGO

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