Análise de Audiências

Comunicação Social
5 ECTS; 2º Ano, 2º Semestre, 15,0 PL + 30,0 TP + 2,50 OT

Lecturer
- Luís Miguel Ferreira Nunes

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
- McQuail, D. (1997). Audience Analysis. London: SAGE
- Brochand, B. (1999). Publicitor. Lisboa: Dom Quixote

Method of interaction
Lectures and tutorials

Software used in class