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. Measuring tools
3. Essential concepts of audience analysis
4. Resource strategy and planning
5. Pre- and post-evaluation of campaigns
6. Portuguese audiences
Evaluation Methodology
Mid-term assessment: 1 written assignment (40%) + 1 written test (60%)
Bibliography
- Brochand, B. (1999). Publicitor. Lisboa: Dom Quixote
- Cardoso, G. (0). Anuário da Comunicação do OBERCOM. Acedido em 14 de fevereiro de 2018 em https://obercom.pt/anuario-da-comunicacao-2015-2016/
- McQuail, D. (1997). Audience Analysis. London: SAGE
Teaching Method
Lectures and tutorials
Software used in class
Not applicable.
