Análise da eficácia e conteúdo da publicidade no sector público: o caso da campanha publicitária do CRA exibida na TVM e STV em 2012

Abstract

In the debate around communication, publicity made by sector institutions public has been gaining a prominent space in Mozambique, not only in the forums academics, but also, has become a frequent practice by organizations whose concern is to achieve their goals and improve their social relationship with the citizens. However, this research analyzes the effectiveness and content of the Advertising Campaign of the Water Regulation Council, shown on Televisão de Moçambique and SOICO Television in 2012. Therefore, as it is public utility information which was broadcast on television using cartoons over a period of time of 30 seconds, having as target audience the citizens of the peri-urban neighborhoods of the Maputo City; the research background will be the discussion surrounding effectiveness communication, reflecting on the criteria that were used to choose the target audience, the motivations for choosing cartoons, the reasons that conditioned the choice of television medium and the content of advertising spots. Finally, through a household survey of six (6) selected neighborhoods judiciously, determine whether the message issued influenced the way of acting and thinking of water consumers in peri-urban neighborhoods as the institution intended. THE research ended up concluding that advertising had some effectiveness problems, with origin in the weak segmentation of the target audience, the use of only one language and only medium (television) and therefore the receiver does not think like the advertising campaign spread the message