Processos publicitários na radiodifusão na Nigéria Estudo de caso BCOS
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O objetivo deste livro n�o era apenas examinar o vasto espetro da publicidade, centrando-se na publicidade na r�dio e na televis�o, mas tamb�m examinar a forma como uma determinada organiza��o dos meios de comunica��o social, a BCOS Ibadan, realiza processos publicit�rios em ambos os canais, r�dio e televis�o. Em suma, este livro analisou o panorama hist�rico da publicidade desde a antiguidade at� aos dias de hoje, apresentando as tend�ncias hist�ricas da publicidade na Nig�ria e analisando tamb�m as v�rias fases de desenvolvimento do Departamento Comercial da BCOS Ibadan. Foram discutidas as principais carater�sticas da r�dio e da televis�o, as vantagens e desvantagens dos dois meios de comunica��o. A publicidade � um mundo criativo e a criatividade � o cora��o da publicidade tang�vel. Discutiu-se a publicidade e a criatividade. O papel da publicidade e as fun��es da publicidade s�o delineados. O livro examina igualmente a quest�o da publicidade como modelo de comunica��o de massas. Foi feita uma avalia��o exaustiva do departamento comercial do BCOS, com conclus�es e recomenda��es para a esta��o. Finalmente, este livro beneficiar� imensamente os estudantes de publicidade interessados no curso e familiarizar-se-�o com os tent�culos da publicidade.
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