Marketing experimental: análise de conteúdo na indústria automobilística

The screen work seeks to illustrate the experiential marketing strategies, relating these concepts within the automotive industry. From the methodology of content analysis, success stories of the automotive industry have been analyzed in the light of experimental marketing theories to elucidate the strategies of organizations with their target audience. The objectives aimed at understanding and studying experiential marketing within the market scenario, identify its main characteristics and applicability. The main results stand out that sensory experiences provided by experiential marketing can be the differentiating factors between organizations, especially, those of the automotive sector

Comunicação organizacional na ambiência da internet: um estudo sobre a atuação de três empresas de médio a grande porte de Bauru

This study aims to examine the changes occurring in organizational communication activities with the arrival of the Internet. The intention is to know how companies and their communication professionals have adapted to it and how they are making use of new digital technologies, especially social media. The study also allows know what strategies they are using to reach your target audience on the Internet, including those targeting mobile devices. For this, a survey was conducted with medium to large companies in Bauru (state of São Paulo), to see how it are acting in the online environment and what its perception regarding their image, visibility and positioning on Web

A atuação das Relações Públicas no Marketing Político

This paper discusses the performance of pubic relations professional in the field of political marketing, using its tools and strategies in accordance with the established goals. The study presents a general approach to marketing, its origin, tools, strategies, starting for the main types of marketing. In the end, we discuss the relationship between political marketing and public relations. Public relations trace a new path and a new opportunity for performance across the political marketing, and the chances for working at election time, at an earlier stage and later, the politician should think about maintaining their image as well as a way to generates credibility in an upcoming campaign

Relações públicas governamentais e marketing político: um estudo sobre a campanha de aniversário de Botucatu

Public organizations today ar constantly developing relationship strategies with audiences in search of acceptance before the public. The objective of this wor is to present strategies of Governmental Public Relations and Political Marketing that can be implemented by communication professionals in government. Therefore, duscysses principles and instruments of the objects mentioned, conducting study on actions taken by the Municipality of Botucatu city during the anniversary year of 2012, with na emphasis on the social event, Food Court Solidarity. The instruments studied contribute to the strengthening of relations between government and citizens, while complying with its commitments under its plan, meeting the demands of the population

O Relações Públicas e a comunicação organizacional: um estudo exploratório nas agências de São José dos Campos

The field of social communication, especially the one of Public Relations, seems to be unknown and not so recognized and explored in Brazil, even though these professionals are trained to operate in different kinds of organizations. Because of that, it is important for the Public Relations to know the demands of the market he or she wants to work on. Therefore, an exploratory study was conducted in agencies in São José dos Campos, São Paulo. The project objectives are to identify the communicational demands from the communication agencies’ point of view, get to know the work field for Public Relations, verify if the professional attends the market demands and identify market needs in communication. The methodology used was: bibliographical search of theories concerning organizational communication, communication agencies and Public Relations; and a field research in five agencies that provide services related to organizational communication, for recognizing reality. The data obtained shows that organizational communication is a growing field and in which the Public Relation has much to contribute, but unawareness of the profession results in a small number of professionals working in the area

Comunicação digital, relações públicas e gestão de marcas: Interatividade e relacionamento como ferramentas de branding

This paper aims to present the contribution of Public Relations in the process of branding, using digital communication as a tool for interaction with the public, and through strategic management, building and maintaining strong and lasting relationships with consumers, resulting in building bonds of sympathy, identification, and networks engaged and loyal consumers to brands. Therefore, were performed bibliographical research covering topics such as information society, network society, the dynamics of social networks, digital media, brands, branding, marketing 3.0, Public Relations and Public Relations 2.0. Were also undertaken observations on communication actions that used digital social media, focusing on interactivity, collaboration and relationship, to better understand how organizations are realizing the importance of interaction and relationship management with the public and how they are performing this communication. At the end, some of these actions are presented as examples of the theories studied, and as a demonstration of the benefits brought to these organizations and their brands

Diga-me quem tu és: o léxico-marketing na publicidade e o comportamento de gêneros sociais

It is unanimous among lexicologists that lexical units present deep marks in the representativeness of cultural and behavioral issues. Thus, some scholars have been proposing methodologies in order to enable the verification, scientifically, of mechanisms to systematize the lexicon within a specific time/space. In this way, it would be possible to promote discussions about its relations with social matters. These lexical contents can be analyzed, for instance, in the publicity having in mind its power of extending the desires of its receiver/customer to the acquisition of products/services since it is a media outlet that provide aids, by means of verbal texts produced by advertising editors, in order to deal with issues of our society, as those related to female and male genders. From all of this, the present article aims at organizing lexical items in market segments, here referred to lexicon-marketing, so as to make possible observation of social behaviors in the universes of both women and men.

Um estudo de caso sobre a importância da comunicação organizacional nas instituições privadas de ensino superior (IPES)

Estudo sobre a importância que a comunicação organizacional exerce no âmbito das instituições privadas do ensino superior. Entende-se que a comunicação organizacional vem ganhando espaço neste segmento e diferentes estudos contribuem para a compreensão sobre sua função estratégica e integrada. Para tanto, foi realizado um estudo de caso cujos resultados poderão promover uma reflexão mais aprofundada sobre o tema. Percebeu-se que apesar da sua importância, ainda é necessário que as IPES criem e incorporem uma política de comunicação organizacional à sua gestão universitária.

Plano de marketing para o centro de excelência em natação e condicionamento físico acquamondo

This work of course conclusion has as objective main the development of a plan of marketing for academy of Acquamondo gymnastics. The enterprise has good equipment and training structure, allowing the client a propitious exercise that shows valuables results. However, there's no structured organization of internal and external communication and marketing: the concern with this topics, essential nowadays to the companies' survivor, practically doesn't exists. Expecting the improvement of the relationship between academy and its clients, enlarge the horizons of the mark and make it known at Bauru and region, stablish priority publics and actions and prospect new clients, the main ideas have been used of practices which contribute in an expressive way for the e stablished objective, like planning, strategic planning, marketing, communication and Public Relations, all applied to the reality of a micro and small company. Based on the concepts described above and by means of SWOT Analysis, a model of marketing plan was proposed with the aim of expanding the reach and impact power of Acquamondo gymnastics in the region its operates

O planejamento da comunicação mercadológica sob a ótica das relações públicas

This study presented a literature review about the topics: marketing, public relations, marketing communication planning and marketing communication. From this, the project explained, through all stages of planning, the integrated work's importance between marketing and public relations in developing a marketing communication planning

Desmistificando o marketing de guerrilha no terceiro setor: o papel do relações públicas

This work points out innovative alternatives for increasing the visibility of nonprofits using the creative profile of the public relations professional through guerrilla marketing. By means of methodological literature and document the suggested proposal is that the public relations through a Strategic Planning, articulate actions of guerrilla marketing on behalf of third sector concerns increasing its visibility to the state's eyes, the private sector and company making the fundraising and the visibility of these entities increase with low cost, creativity and technique. How guerrilla marketing can encourage smaller competitor it is evident to face their opponents with great creative weapons, innovative and cost effective, providing improvement in the area of activity and easier to raise funds; especially in the third sector entities, which is moved without any profit, only for individual or collective will to solve social issues

Marketing 3.0: a sinergia entre marketing e as relações públicas

This paper aims to discuss the influence of the Public Relations professional in the current market environment, where the client's relationship with the organization is visibly marked by greater freedom of the latter in the decision of buying. The importance of the work and vision of this professional can be observed trough the paths marketing area had been taking, like the appearance of Marketing 3.0. In this paper the intention is to study the paths who lead to the convergence of both areas and in what way both professionals can allied their knowledge aiming to succeed in the market, without ignoring the fact that the results will be better and better the more genuine is the philosophy of respect for the client practiced by the organization and its employees

Pós-graduação em Comunicação Estratégica: uma contribuição multidisciplinar na busca da capacitação organizacional e do compartilhamento de significados entre universidade e mercado

The present study scores postures, approaches and themes to permeadt discussions and the process of construction of Course Specialization of communication at the Faculty of architecture, arts and communication (FAAC) of Universidade Estadual Paulista (UNESP), Bauru, SP, highlighting the difficulties and the paths chosen in search of professional qualification together organizations. Presentation the investigative process, market over demands from the perspective of organizational communication, to try to understand the multidimensional abilities that the course should provide. Finally, it establishes some modules and thematic for the course, intending to reflect the diversity of communicative functions, which are in the highest capacity of human beings, that is to create your reality and interfere in the direction of society.

O marketing de experiência e o novo consumidor: um estudo bibliográfico

This study aims to elucidate the marketing experience and to show the fundamental role that strategic communication plays as a tool for approaching the target audience and for consolidating a brand. The necessity for differentiation and innovation increases with market competition, standardization of products and services and with a customer more demanding and careful, leading the sensorial experiences to a trend of communication capable of bringing closer the relation between consumer and brand. From a bibliography research, marketing concepts, public relations and marketing experience are studied, presenting national and international cases of success in the retail industry. The study focuses on the comprehension of actions that leads to experiences in the market environment

Comunicação/educação: relações com o consumo. Importância para a constituição da cidadania

O aparato midiático envolve as tradicionais agências de socialização e disputa com elas – sobretudo com a escola – a primazia na formulação dos sentidos sociais. Este é um dos aspectos dos estudos do campo comunicação/educação. A questão do consumo como formador de identidades emerge nesse âmbito. Este artigo trata da importância de se estabelecer as relações do campo comunicação/educação com a teoria e a prática do consumo com vistas à formação de sujeitos capazes de, partindo da realidade objetiva, construir novos modos de consumir em nova variável histórica.