Publication in the Diário da República: Despacho n.º 15198/2014
5 ECTS; 2º Ano, 2º Semestre, 15,0 PL + 30,0 TP + 2,50 OT , Cód. 9054817.
Lecturer
- Luís Miguel Ferreira Nunes (2)
(1) Docente Responsável
(2) Docente que lecciona
Prerequisites
Not applicable.
Objectives
Students should be able to:
. interpret and command the major concepts and tools of audience analysis
.use supply and demand concepts to manage efficiently media supports and evaluate their impact on the public.
Program
1. Introduction to audience analysis
2. Portuguese audiences
3. Measure tools
4. Essential concepts of audience analysis
5. Resource strategy and planning
6. Pre- and post-evaluation of campaigns
Evaluation Methodology
Mid-term assessment: 1 written assignment (40%) + 1 written test (60%)
Bibliography
- Brochand, B. (1999). Publicitor. Lisboa: Dom Quixote
- McQuail, D. (1997). Audience Analysis. London: SAGE
Teaching Method
Lectures and tutorials
Software used in class
