Branding vs perfomance-based advertising : opposing business models?

Dissertação de Mestrado, Ciências Económicas e Empresariais, especialização em Marketing, 21 de março de 2019, Universidade dos Açores.O E-marketing – processo de marketing efetuado através da utilização de canais de media digitais – tomou o mundo dos media de assalto na última década. As empresas tiveram de mudar drasticamente para sobreviver, e reinventar-se para permanecerem competitivas no mercado global. Algumas encararam a mudança como uma oportunidade de crescimento e de extensão da marca nos canais online, infiltrando-se no quotidiano dos consumidores. Outras não se adaptaram à constante mutação do ecossistema empresarial. As que prevaleceram consolidaram a consciencialização da marca e nutriram relacionamentos com os consumidores mais facilmente que nunca. Aproveitaram ainda os meios digitais para aumentar rapidamente as suas vendas através de campanhas de publicidade baseadas no desempenho (performance). Campanhas unicamente focadas na otimização do ROI através do rastreamento da atividade online dos utilizadores. Adotaram uma mentalidade smart, tirando partido da tecnologia, para disfrutar de um relacionamento mais próximo com os consumidores. Dois tipos de publicidade paga prosperaram em redes sociais e motores de busca: branding e performance. Contudo, serão estes modelos verdadeiramente opostos? Esta tese procura responder a esta questão de um ponto de vista complementar, que é consolidado com a análise de um caso de estudo, onde a performance está ao serviço de uma típica campanha de branding.ABSTRACT: E-marketing – marketing through the usage of digital media channels – has taken the world of media by storm in the past decade. Companies have had to change drastically to survive and reinvent themselves to remain competitive in a global market. Some saw an opportunity to thrive and extend their branding to online channels, infiltrating the everyday life of consumers. Others failed to adapt to the everchanging business ecosystem. The ones that prevailed have built brand awareness and nurtured brand relationships more easily than ever before. They also leveraged digital media to rapidly grow their sales through performance-based advertising campaigns. Campaigns solely focused on the optimization of ROI via the tracking of online user activity. They have adopted a smart mindset, taking advantage of technology to enjoy a closer relationship with consumers. Two types of advertising have flourished in paid social networks and search engines: branding and performance. However, are they truly opposite models? This thesis seeks to answer this question from a complementary point of view, which is consolidated by the analysis of a case study where performance is at the service of a typical branding campaign

Monetary and Fiscal Policy Interactions in a Monetary Union with Country-size Asymmetry

This paper analyses optimal discretionary non-coordinated monetary and fiscal stabilization policies in a micro-founded New-Keynesian model of a two-country monetary union with country-size asymmetry, under two policy scenarios. A balanced-budget policy scenario and a policy scenario where the presence of government debt limits the macroeconomic stabilization effort and enlarges the sources of strategic policy interactions. Numerical results indicate that non-cooperation exacerbates the fiscal policy activism of a small country while moderating that of a large country. In the balanced-budget scenario, non-cooperation improves (reduces) welfare for a small (large) country while, in the high-debt scenario, it produces the opposite results. Cooperation dominates non-cooperation for the union as a whole.Monetary union; optimal fiscal and monetary policies; asymmetric countries.

Where Are the Jobs that Take People Out of Poverty in Brazil?

In Brazil?s urban areas, job opportunities determine economic mobility and poverty. But not every job provides enough earnings to take families out of poverty. Jobs for poor workers are scarce in the formal sector. To improve their income, the poor resort to informal, unregistered jobs that are highly vulnerable. The contribution of informal jobs to poverty reduction should not be neglected.Where Are the Jobs that Take People Out of Poverty in Brazil?

Skewness in Financial Returns: Evidence from the Portuguese Stock Market (in English)

This paper addresses the issue of symmetry in financial returns. The return distributions of the major stocks traded on the Portuguese market and included in the PSI-20 Index are examined for periods from four to nine years. The results show that the symmetry of the returns is rejected against several alternative distributions. Statistically significant differences between returns below and above the mean are detected, which provides additional evidence of skewness in the return distributions. In addition, as observed in other studies, it is interesting to note that such results are similar to other low-capitalization and low-volume markets, which also exhibit asymmetric return distributions.stock markets, skewness, financial returns

Do Changes in the Labour Market Take Families out of Poverty? Determinants of Exiting Poverty in Brazilian Metropolitan Regions

The objective of this Working Paper is to estimate the likelihood of the exit of households from poverty and identify the determinants of this transition, taking into consideration the length of time that households have spent in poverty. Our focus is to analyze whether short-term changes in the labour market affect the probability of exiting or remaining in poverty. We use the only panel data that are available in Brazil for carrying out this kind of analysis: the Monthly Employment Survey (PME), which was conducted from March 2002 to May 2007. However, since this survey follows households for a very short period of time, we had to adopt estimation techniques that control for cases of right- and left-censoring. The most important results in this Working Paper are: 1) the longer the spell of poverty, the lower the probability of exiting it; 2) households that entered into poverty with zero income (namely, their poverty income gap was equal to one) are not those with the lowest probability of exiting this condition; 3) changes in the unemployment rate of household members do not directly affect the duration of the household?s poverty; and 4) the increase of the average wage of informal workers has a significant, positive effect on the probability of the exit of poor households from poverty.Duration of poverty spell; Poverty exit; Labour market; Survival models for left-censored data.

Self-employment in Brazil and its determinants: a spatial analysis

In this paper, we intend to identify some factors underlying the different rates of participation of self-employed workers in Brazilian municipalities. In contrast with previous analysis, our study is sensitive to the spatial dimension of self-employment in Brazil. Relying on geo-referenced data from areal units, our approach avoids the restrictive assumptions of independence between area effects. Two different approaches to spatial analysis are exploited, Exploratory Spatial Data Analysis (ESDA) and Spatial Econometrics. We show that substantial geographical heterogeneity in rates of self-employment exists within Brazil. The results point to the presence of clusters of municipalities with similar rates of participation of self-employment in the economy. The fitting of a spatial lag model to the data demonstrates that significant part of variation in self-employment is explained by spatial dependence. In addition, the municipality's degree of urbanization, rate of employment in the secondary sector as well as GDP per capita among others, indeed influences its rate of self-employment. We conclude that spatial analysis can provide useful insights in analyzing self-employment in Brazil.Brazil; self-employment

Trade liberalization and labor market in Brazil: impacts on employment and wages in tradeables and nontradeables sectors

The aim of this paper is to analyze the impacts of openness on employment and wages, taking into consideration two crucial aspects. The first, related to labor demand, refers to an increase in the relative employment of less-skilled workers. With Brazil being a developing country with abundant less-skilled labor, it can be expected – based on H-O-S – that income redistribution in favor of unskilled labor may occur after the trade liberalization. The second aspect is the impact on tradeables and non-tradeables. The H-O-S model implicitly admits tradeables goods only. However, the effect on the labor market is also felt on the non-tradeables sector. This aspect has been neglected in the analyses concerning this subject in the Brazilian economy. The conclusion raises the point that it is difficult to define any prevalence of labor demand shifts in the tradeables or nontradeables sectors. However, when the analysis is carried out after breaking down data based on levels of education, it is possible to conclude that the demand for unskilled workers increased after trade liberalization in Brazil. Nevertheless, demand shifts among sectors suggest that H-O-S framework does not explain the impacts of trade liberalization in Brazil, since the demand for skilled workers increased among the same sectors. This data, however, needs to be looked at with caution since the stabilization in Brazil (1994) changed income distribution by means and through the effects of an inflation tax and forced saving.Trade Liberalization; Employment; Wages; Labor Market

Diarística e autobiografia. A construção do eu em “Páginas” e em “O Mundo À Minha Procura”, de Ruben A.

Actas das III Jornadas Científico-Pedagógicas de Português realizadas em Coimbra, nos dias 17 e 18 de Novembro de 2005

Xamanismo e conhecimento : um breve olhar sobre o fenómeno do xamanismo nas culturas índias norte-americanas

Livro de homenagem à professora Maria Laura Bettencourt Pire