Análise dos apelos de mensagem na comunicação de marketing de instituições privadas de ensino básico

Abstract

The following study has as main objective to analyze message appeals in marketing communication at K-12 private schools market, from collected advertisements. For that, institutional marketing communications of these organizations were brought up to identify the used appeals. Later, a framework demonstrating the data found on the research was presented. Bibliographic revision had focus on themes such as "marketing communication", "marketing of services", and "marketing appeals and propaganda". The results obtained in this research, from the collected and analyzed sample, were confronted with theory and discussed with emphasis in similarities and divergences found in literature. By analyzing advertisements, it was verified that K-12 private schools can be classified in two groups: the rational, with focus on results, and the emotional, with focus on human formation. As a result, the conclusion was that each group has its own peculiarities for using using marketing message appeals to produce advertisements, in order to reach their objectives and goals designed strategically, according to the institution profile.