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A publicidade outdoor e a tecnologia LED : o Plano de Marketing da APN
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O presente trabalho tem por objetivo criar um plano de Marketing para a empresa APN, com enfoque no mercado de publicidade outdoor na vertente LED. O foco do trabalho é o desenvolvimento de ferramentas que permitam evidenciar técnicas de Marketing de modo a facilitar à empresa APN produzir um coerente e eficaz plano de Marketing com o intuito de fidelizar novos e atuais clientes para a publicidade outdoor LED.
A APN-Publicidade opera no sector de meios, onde possui uma rede outdoor que aluga durante determinados períodos a clientes finais e agências de meios; e no sector da produção de material publicitário, onde a empresa produz impressões de grandes formatos, decoração de viaturas, entre outros. Depois da análise dos fatores chave de sucesso do sector – boas localizações, diversidade de soluções, certificação de qualidade, outdoors licenciados e preço – e dos objectivos de marketing – imagem, segmento alvo, posicionamento e marketing mix –, a campanha publicitária da APN foi desenhada. Desenvolveu-se uma imagem publicitária que poderá ser utilizada em forma de email, carta ou até mesmo via MMS para os atuais e novos clientes.
A estratégia assenta, portanto, na aposta em ferramentas de comunicação que já estão ao alcance da empresa, os meios e a promoção, o que não implica investimentos avultados, mas que são de igual modo eficazes a transmitir as mensagens às agências de meios de modo a angariar e fidelizar novos clientes.
This article aims to evaluate and create a marketing plan for NPA company, focusing on outdoor advertising market, using LED technology. The focus of the work is the development of tools to demonstrate techniques of marketing to enable the APN company to develop a coherent and effective marketing plan in order to retain new and existing customers for LED outdoor advertising. The APN- Advertising operates in the media sector, which has an outdoor network that it rents during certain periods to end customers and media agencies; and in the production of advertising material, where the company produces prints of large formats, car decoration, among others. After the analysis of the industry key success factors - good locations, diversity of solutions, quality certification, licensed billboards and price, and marketing purposes, image, target segment, positioning and marketing mix - the hype of APN was designed an advertising image It developed that can be used in the form of email, letter or even via MMS to current and new customers. The strategy is therefore based on choices of communication tools that are already within the reach of the company, media and promotion, which do not involve large investments, but are equally effective way to convey the message to the target audience.
This article aims to evaluate and create a marketing plan for NPA company, focusing on outdoor advertising market, using LED technology. The focus of the work is the development of tools to demonstrate techniques of marketing to enable the APN company to develop a coherent and effective marketing plan in order to retain new and existing customers for LED outdoor advertising. The APN- Advertising operates in the media sector, which has an outdoor network that it rents during certain periods to end customers and media agencies; and in the production of advertising material, where the company produces prints of large formats, car decoration, among others. After the analysis of the industry key success factors - good locations, diversity of solutions, quality certification, licensed billboards and price, and marketing purposes, image, target segment, positioning and marketing mix - the hype of APN was designed an advertising image It developed that can be used in the form of email, letter or even via MMS to current and new customers. The strategy is therefore based on choices of communication tools that are already within the reach of the company, media and promotion, which do not involve large investments, but are equally effective way to convey the message to the target audience.
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Estratégia Técnicas de marketing Publicidade outdoor Plano de Marketing Marketing Mix Strategy Marketing techniques OutdoorAdvertising Marketing Plan Marketing Mix