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Relatório de estágio na Marca ADVNCE, pertencente ao Grupo Impresa
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| 1.8 MB | Adobe PDF |
Orientador(es)
Resumo(s)
O Relatório refere-se ao estágio de 5 meses realizado na Marca ADVNCE perten-cente ao Grupo Impresa. A ADVNCE, é a marca de entretenimento da SIC ligada à in-dústria de videojogos, logo, pretende-se que a base teórica do relatório se foque nesse mesmo tema, que se relacionará com a comunicação e com a publicidade, e de que forma é que os videojogos necessitam delas para poderem chegar à audiência que pretendem. Deste modo, o conceito de Gaming Advertising terá um papel central no estudo, tanto considerando a promoção de videojogos, como por exemplo em episódios de Ga-ming, como também na promoção de outros produtos através do esports. Em termos de enquadramento teórico, o trabalho terá uma contextualização do conceito de Gaming e as suas várias dimensões e abordará também a comunidade de gaming e a sua relação com a publicidade, na maneira em que os profissionais de Gaming se tornam também eles próprios numa forma de publicidade. De seguida, destacar-se-á a publicidade e o Gaming, dando ênfase ao seu funcionamento e à forma de como é eficaz neste meio. Posterior-mente, será feito um enquadramento e caracterização da marca ADVNCE, tendo em conta como se posiciona no mercado, o seu público-alvo e os seus objetivos tanto a curto como a médio e longo-prazo. A natureza dos trabalhos acompanhados com as tarefas concretas no desenvolvimento dos projetos e a parte que me coube nessas tarefas serão explicitados, assim como os problemas teóricos ou metodológicos, tais como os desafios que tive na execução das tarefas ou a pesquisa das estratégias de publicidade que a Marca utiliza para vender e atrair os seus produtos. Por fim, os comentários ou limitações sobre o projeto de estágio, a reflexão crítica relativa aos resultados obtidos ao longo do relatório, e a con-clusão serão também apresentados.
The Report refers to the 5-month internship done in the ADVNCE Brand, belong-ing to the Impresa Group. ADVNCE is a video game entertainment brand from SIC; therefore, this report introduces through a literature review the issue of how gaming is related to advertisement, and how communication is developed in this market sector to reach the target audience. This study focuses on Gaming Advertising, which does not only relate do video gaming promotion, such as in Gaming episodes, but also to promotion of other projects due to esports. In terms of theoretical framework, the project will contextualize the Gam-ing concept and its different dimensions, and approach the gaming community and their relation with advertising in a way that professional gamers become themselves an instru-ment of advertisement. The relation between Gaming and advertisement will be high-lighted, showing how it works and how it is effective in this field. In particular, the characterization and the framework of ADVNCE Brand will be made, describing its positioning in the market, its target and its short, medium- long term goals. Then, the projects that I have been involved in and the specific tasks I engaged will be explained together with the theoretical or methodological problems and challenges that I addressed in the execution of the tasks. Moreover, I will provide a reflection on the research of the types of advertising strategies used by the brand to sell and draw attention to its products. Finally, the comments or limitations concerning the internship program, the critical reflection of the results obtained throughout the report and the conclusion will be discussed.
The Report refers to the 5-month internship done in the ADVNCE Brand, belong-ing to the Impresa Group. ADVNCE is a video game entertainment brand from SIC; therefore, this report introduces through a literature review the issue of how gaming is related to advertisement, and how communication is developed in this market sector to reach the target audience. This study focuses on Gaming Advertising, which does not only relate do video gaming promotion, such as in Gaming episodes, but also to promotion of other projects due to esports. In terms of theoretical framework, the project will contextualize the Gam-ing concept and its different dimensions, and approach the gaming community and their relation with advertising in a way that professional gamers become themselves an instru-ment of advertisement. The relation between Gaming and advertisement will be high-lighted, showing how it works and how it is effective in this field. In particular, the characterization and the framework of ADVNCE Brand will be made, describing its positioning in the market, its target and its short, medium- long term goals. Then, the projects that I have been involved in and the specific tasks I engaged will be explained together with the theoretical or methodological problems and challenges that I addressed in the execution of the tasks. Moreover, I will provide a reflection on the research of the types of advertising strategies used by the brand to sell and draw attention to its products. Finally, the comments or limitations concerning the internship program, the critical reflection of the results obtained throughout the report and the conclusion will be discussed.
Descrição
Palavras-chave
Videojogos Gaming Publicidade Comunidade ADVNCE Videogames Advertisement Community