Cardoso, ElizabeteBraga, Carolina Félix Machado Vieira2016-05-102016-05-102016-01http://hdl.handle.net/10362/17183Field lab: Business projectThis document is based on a master’s thesis work project conducted by Nova SBE students to help the leading Portuguese telecom provider MEO increase its digital campaign’s attractiveness and to take better advantage of the new online trends. Recommendations are given based on primary research in the form of a focus group and a survey questionnaire launched online. Subjects such as digital marketing channels, high-impact digital advertisement formats, campaign content and the emergence of new online trends are developed in order to achieve interesting findings regarding overall campaigns’ attractiveness.engDigital marketingCampaign attractivenessDigital marketing channelsAdvertisement formatsAdvertisement contentmaster thesis201525607