{"id":521,"date":"2022-03-02T21:59:08","date_gmt":"2022-03-02T21:59:08","guid":{"rendered":"http:\/\/percursoseideias.iscet.pt\/?page_id=521"},"modified":"2022-10-20T12:31:24","modified_gmt":"2022-10-20T12:31:24","slug":"pi_2020_n10_0003","status":"publish","type":"page","link":"https:\/\/percursoseideias.iscet.pt\/index.php\/pi_2020_n10_0003\/","title":{"rendered":"Volume 10 \u2013 2020 (0003)"},"content":{"rendered":"\n
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\"\"<\/a> \"\"<\/a> Contents<\/a> \"\"<\/a> \"\"<\/a>
Archive<\/a>
Current issue<\/a><\/p>\n<\/div>\n\n\n\n

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O Insight enquanto antecessor do conceito criativo<\/strong><\/p>\n\n\n\n

Martim Dur\u00e3o \"\"<\/a>1<\/sup><\/p>\n\n\n\n

1<\/sup> ISCET – High Institute of Business and Tourism Sciences, Porto, Portugal<\/p>\n\n\n\n

To cite this text:<\/p>\n\n\n\n

Dur\u00e3o, M. (2020), O Insight enquanto antecessor do conceito criativo, Percursos & Ideias<\/em>, Vol. 10, pp. 28-36.<\/p>\n\n\n\n

doi: 10.56123\/percursos.2020.n10.28<\/p>\n\n\n\n

View full text PDF<\/a> \"\"<\/a> <\/p>\n\n\n\n

Abstract<\/strong><\/p>\n\n\n\n

A brand goes beyond a merely symbolic, distinctive dimension of a product or a company. It has been gaining properties over time that allow an emotional rapprochement with its consumers. A brand today is treated as if it were a person. She started to gain personality and a way of being on the environment in which she is in. This management and \u201chumanization\u201d of the brand makes it become something on which consumers can relate, above all, identify with. The insight is today the most relevant way for a brand to touch its target in its advertising campaigns, where its source of inspiration is the very life and way of living of its consumers.<\/p>\n\n\n\n

Keywords<\/strong><\/p>\n\n\n\n

Marketing, Communication, Insight, Advertising.<\/p>\n\n\n\n

References<\/strong><\/p>\n\n\n\n

Aaker, D. (1996), Building Strong Brands<\/em>, Nova Iorque, NI: The Free Press.<\/p>\n\n\n\n

Altstiel, Tom; Grow, Jean M.; Jennings, M. (2019), Advertising Creative, Strategy, Copy, And Design<\/em>, 5th<\/sup> edition, New York: SAGE Publications, inc.<\/p>\n\n\n\n

Bernbach, E. (1987), Bill Bernbach’s Book: A History of Advertising That Changed the History of Advertising<\/em>, New York: Villard.<\/p>\n\n\n\n

Caetano, J.; Marques, H.; Silva, C. (2011), Publicidade Fundamentos e Estrat\u00e9gias<\/em>, Lisboa: Escolar Editora.<\/p>\n\n\n\n

FREITAS, S. (1997), Manual da qualidade em projetos de comunicac<\/em>\u0327<\/em>\u00e3o<\/em>, S\u00e3o Paulo: Pioneira.<\/p>\n\n\n\n

Kiefer, C.; Constable, M. (2013), The Art of Insight: How to Have More Aha! Moments, <\/em>1st<\/sup> edition, Oakland: Berrett-Koehler Publishers.<\/p>\n\n\n\n

Kotler, P. (2000), Marketing and Management<\/em>, New Jersey: Prentice Hall.<\/p>\n\n\n\n

____<\/strong> (2003), Marketing de A a Z, 80 Conceitos que todo professional precisa saber<\/em>, 1\u00aa Edi\u00e7\u00e3o, Rio de Janeiro: Campus.<\/p>\n\n\n\n

____<\/strong> (2009), Marketing para o S\u00e9culo XXI<\/em>, Lisboa: Editorial Presen\u00e7a.<\/p>\n\n\n\n

Lindon, D. et al.<\/em> (2010), Mercator XXI: Teoria e Pr\u00e1tica do Marketing<\/em>, Alfragide: Publicac\u0327\u00f5es Dom Quixote.<\/p>\n\n\n\n

Malden, A. (2016), Between The Briefs A Romp Through The Halcyon Days Of Advertising<\/em>, Johannesburg: Aubrey Malden.<\/p>\n\n\n\n

Ogilvy, D. (2007), Ogilvy On Advertising<\/em>, London: Carlton Books.<\/p>\n\n\n\n

____<\/strong> (2010), Confiss\u00f5es de um Publicit\u00e1rio – Conselhos, li\u00e7\u00f5es e segredos do guru da publicidade do s\u00e9culo XX, <\/em>Lisboa: Arc\u00e1dia.<\/p>\n\n\n\n

Pollitt, S. (2000), Pollitt on Planning<\/em>,London: Admap Publications.<\/p>\n\n\n\n

Rasquilha, L. (2009), Publicidade – fundamentos, estrat\u00e9gias, processos criativos, planeamento de meios e outras t\u00e9cnicas de comunica\u00e7\u00e3o, <\/em>2\u00aa edi\u00e7\u00e3o, Lisboa: Gest\u00e3o Plus Edic\u0327\u00f5es.<\/p>\n\n\n\n

Roberts, K. (2006), Lovemarks – The Future Beyond Brands<\/em>, New York: Powerhouse Books.<\/p>\n\n\n\n

Sampaio, R. (1997), Propaganda de A a Z: como usar a propaganda para construir marcas e empresas de sucesso,<\/em> Rio de Janeiro: Campus.<\/p>\n\n\n\n

Seguela, J. (1998), O Futuro Tem Futuro, <\/em>Mem Martins: Publica\u00e7\u00f5es Europa-Am\u00e9rica.<\/p>\n\n\n\n

Wheeler, A. (2017), Designing Brand Identity, An Essential Guide For The Whole Branding Team, <\/em>5th <\/sup>Edition, New Jersey: John Wiley & Sons.<\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Contents ArchiveCurrent issue O Insight enquanto antecessor do conceito criativo Martim Dur\u00e3o 1 1 ISCET – High Institute of Business and Tourism Sciences, Porto, Portugal To cite this text: Dur\u00e3o, M. (2020), O Insight...<\/p>\n","protected":false},"author":6,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-521","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/percursoseideias.iscet.pt\/index.php\/wp-json\/wp\/v2\/pages\/521","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/percursoseideias.iscet.pt\/index.php\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/percursoseideias.iscet.pt\/index.php\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/percursoseideias.iscet.pt\/index.php\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/percursoseideias.iscet.pt\/index.php\/wp-json\/wp\/v2\/comments?post=521"}],"version-history":[{"count":7,"href":"https:\/\/percursoseideias.iscet.pt\/index.php\/wp-json\/wp\/v2\/pages\/521\/revisions"}],"predecessor-version":[{"id":2914,"href":"https:\/\/percursoseideias.iscet.pt\/index.php\/wp-json\/wp\/v2\/pages\/521\/revisions\/2914"}],"wp:attachment":[{"href":"https:\/\/percursoseideias.iscet.pt\/index.php\/wp-json\/wp\/v2\/media?parent=521"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}