Plano de marketing para a loja "Banana Chiclete"

Mestrado em Marketing

"España Verde": tourism destination image among German Facebook users

Dissertação de Mestrado, Economia do Turismo e da Economia Regional, Faculdade de Economia, Universidade do Algarve, 2016

Outsource marketing : efeitos na relação entre investimentos em ações de marketing digital e desempenho financeiro

Dissertação (mestrado)—Universidade de Brasília, Faculdade de Economia, Administração e Contabilidade, Programa de Pós-Graduação em Administração, 2016.

Communication strategies in civil movements: «Marea Blanca», «Marea Verde» and Telemadrid’s mobilization

This article analyses the importance of the communication strategies applied by three significant social movements: Telemadrid workers’ mobilization (Madrid’s public television), the «Marea Blanca» («White Tide»), which grouped up the healthcare professionals, and the «Marea Verde» («Green Tide»), which was done by teachers. These movements are a practical application of the «indignados» («outraged») movement and, following the 15-M steps, they improved these strategies in what refers to communication and mobilization. For this purpose, we carried out two investigations: twelve in-depth interviews with leading members of these social movements; and an online questionnaire passed to strategic planners who are the experts in communication strategies from the advertising agencies.

Análisis de las variables de marketing que afectan al valor del cliente. La permanencia como variable controlable

To know how marketing variables affect customer value is essential for a company in order to be market and customer oriented, and to improve investment efficiency in both attracting and retaining customers. Thus, the assessment of the influence of marketing variables in customer value is of prime importance. This is recognized in many empirical studies of these variables, which address the impact of a single variable (or sets of a few variables) on customer value. A comprehensive, integrated assessment of all marketing variables and their interdependencies is an arduous and complex task for researchers and marketing managers. This research proposes a theoretical model of customer value that takes into account all significant marketing variables that have been partially addressed in empirical investigations of other researchers. These marketing variables include brand and reputation, point of sale, employees, price, termination fee commitment, discounts, complementarity of products, experiences, emotions, perceived value, quality, satisfaction, switching costs, and loyalty. The model incorporates the relationship between each variable with retention and with customer value as well as the relationships between them. A special focus is placed on the empirical analysis of the termination fee commitment and its relationship with customer value. This variable is widely used in the telecommunication’s industry for its influence on customer retention from the moment of purchase. However, there is strikingly little research in this topic. A large customer database of a telecommunications company containing five years information about 63.165 customers is used for this purpose. Multivariate linear regression and ANOVA method are applied...

La retroalimentación facial y su efecto en la evaluación de publicidad de humor

La hipótesis de retroalimentación facial planteada por Tomkins en 1962 sustenta que la activación de algunos músculos faciales envía información sensorial al cerebro y se induce entonces una experiencia emocional en el sujeto. Partiendo de dicha teoría y de investigaciones que la sustentan, el presente estudio se propuso confirmar el efecto de la emoción inducida a través de la retroalimentación facial sobre la evaluación de cinco tipos de humor en publicidad. Para ello se realizó un experimento con 60 hombres y 60 mujeres, que fueron asignados aleatoriamente a una de dos condiciones: estimulación de sonrisa –músculos hacia arriba- o inhibición de sonrisa –músculos hacía abajo-, mientras evaluaban 16 imágenes de publicidad de humor. A partir del análisis de los resultados se encontraron diferencias significativas entre las condiciones; en línea con la hipótesis formulada, los participantes expuestos a la condición estimulación de sonrisa –músculos hacía arriba- evaluaron más positivamente los comerciales. También se encontraron diferencias significativas en función del sexo y los tipos de humor evaluados. El estudio ofrece evidencia empírica de la teoría propuesta hace más de medio siglo y su efecto en el ámbito de la publicidad actual.

Analyzing consumer-based brand equity on Facebook: the impact of brand gender

In recent years, Facebook and other social media have become key players in branding activities. However, empirical research is still needed about the way in which consumer-based brand equity is created on social media. The purpose of this paper is to study the relationship between masculine and feminine brand personality and brand equity, on Facebook, and to analyze the mediating role of consumer-brand engagement and brand love on this relationship. Data were collected using an online survey with 614 valid responses. The hypotheses were tested using structural equation modeling. Results support 7 of the 11 hypotheses with significant relationship between analyzed constructs. This study confirms the advantages of a clear gender positioning and extends prior research by suggesting that brands with a strong brand gender identity will encourage brand love. Results also highlight that brand love has a mediating role on the relationship between brand gender and overall brand equity.

L'identita visiva pubblica. Nuovi paradigmi di comunicazione

La ricerca proposta affronta il tema dell’identità visiva — uno dei più caratterizzanti e complessi del progetto di comunicazione — applicato alla dimensione pubblica, partendo dalla comprensione e dalla misurazione del profondo mutamento che ha portato alla sua trasformazione da stemma a marchio e poi a logo, da immagine coordinata a brand a progetto di service e experience. La ricognizione dell’evoluzione della comunicazione pubblica e l’analisi del contesto dell’eredità culturale della “grafica di pubblica utilità” forniscono il primo framework di indagine nel quale si prospetta una lettura della complessità della trasformazione del progetto di identità visiva come occasione per un suo ripensamento. Un secondo framework è individuato nel contesto della comunicazione pubblica italiana in cui l’organizzazione e la progettazione di un sistema “istituzione-design-cittadino” è ancora in transizione. L’analisi dell’evoluzione normativa, dei touchpoint, delle pratiche progettuali, degli strumenti e dei ruoli permette di inquadrare gli attuali spazi e paradigmi di interazione che vedono nel servizio digitale la forma prevalente di relazione tra cittadini e dimensione pubblica Attraverso l'esperienza diretta, l’analisi dei casi studio come strumento di indagine e la sistematizzazione di cinque cluster, la tesi propone una rinnovata definizione di identità visiva pubblica che, distaccandosi da una predominante connotazione marketing-oriented, sia funzionale alla costruzione di esperienze utili, e percezioni di queste, rafforzando e stimolando nuovi paradigmi di relazione tra cittadini e dimensione pubblica. Si propone inoltre una prospettiva progettuale che evolve dalla necessità di individuare nuovi percorsi e modalità di rapportarsi con il progetto di pubblica utilità e per la cittadinanza che rifuggono la manifestazione dell’equivoco - piuttosto comune nel contesto pubblico italiano - del confrontarsi con i cosiddetti «wicked problems» (Buchanan, 1992) ricercando, in termini di comunicazione pubblica soluzioni chiuse ed esclusivamente formali, ritenendo che queste possano avere una reale efficacia nel plasmare i rapporti tra cittadini e dimensione pubblica.

[child Protection Network And The Intersector Implementation Of The Circle Of Security As Alternatives To Medication].

To describe the clinical history of a child with aggressive behavior and recurring death-theme speech, and report the experience of the team of authors, who proposed an alternative to medication through the establishment of a protection network and the inter-sector implementation of the circle of security concept. A 5-year-old child has a violent and aggressive behavior at the day-care. The child was diagnosed by the healthcare center with depressive disorder and behavioral disorder, and was medicated with sertraline and risperidone. Side effects were observed, and the medications were discontinued. Despite several actions, such as talks, teamwork, psychological and psychiatric follow-up, the child's behavior remained unchanged. A unique therapeutic project was developed by Universidade Estadual de Campinas' Medical School students in order to establish a connection between the entities responsible for the child's care (daycare center, healthcare center, and family). Thus, the team was able to develop a basic care protection network. The implementation of the inter-sector circle of security, as well as the communication and cooperation among the teams, produced very favorable results in this case. This initiative was shown to be a feasible and effective alternative to the use of medication for this child.

Communicative and psycholinguistic abilities in children with phenylketonuria and congenital hypothyroidism

The Neonatal Screening for Inborn Errors of Metabolism of the Association of Parents and Friends of Special Needs Individuals (APAE) - Bauru, Brazil, was implanted and accredited by the Brazilian Ministry of Health in 1998. It covers about 286 cities of the Bauru region and 420 collection spots. Their activities include screening, diagnosis, treatment and assistance to congenital hypothyroidism (CH) and phenylketonuria (PKU), among others. In 2005, a partnership was established with the Department of Speech-Language Pathology and Audiology, Bauru School of Dentistry, University of São Paulo, Bauru, seeking to characterize and to follow, by means of research studies, the development of the communicative abilities of children with CH and PKU. OBJECTIVE: The aim of this study was to describe communicative and psycholinguistic abilities in children with CH and PKU. MATERIALS AND METHODS: Sixty-eight children (25 children aged 1 to 120 months with PKU and 43 children aged 1 to 60 months with CH) participated in the study. The handbooks were analyzed and different instruments were applied (Observation of Communication Behavior, Early Language Milestone Scale, Peabody Picture Vocabulary Test, Gesell & Amatruda's Behavioral Development Scale, Portage Operation Inventory, Language Development Evaluation Scale, Denver Developmental Screening Test, ABFW Child Language Test-phonology and Illinois Test of Psycholinguistic Abilities), according to the children's age group and developmental level. RESULTS: It was observed that the children with PKU and CH at risk for alterations in their developmental abilities (motor, cognitive, linguistic, adaptive and personal-social), mainly in the first years of life. Alterations in the psycholinguistic abilities were also found, mainly after the preschool age. Attention deficits, language and cognitive alterations were more often observed in children with CH, while attention deficits with hyperactivity and alterations in the personal-social, language and motor adaptive abilities were more frequent in children with PKU. CONCLUSION: CH and PKU can cause communicative and psycholinguistic alterations that compromise the communication and affect the social integration and learning of these individuals, proving the need of having these abilities assisted by a speech and language pathologist.

Integração vertical como estratégia de apropriação de valor: um estudo exploratório no canal de distribuição de produtos agrícolas

Neste artigo, investiga-se a adoção de canais alternativos para a comercialização de produtos agrícolas como forma de atenuar o poder, cada vez maior, exercido pelas grandes redes varejistas. O artigo investiga a decisão - e os efeitos daí decorrentes - de uma determinada empresa sediada no interior paulista, agrícola Pedra Branca, quanto à operacionalização verticalizada de uma butique de frutas, legumes e verduras (FLVs). Consciente dos novos padrões demandados pelo consumidor, a estratégia da empresa alvo do estudo foi combinar a oferta regular de produtos frescos, de qualidade intrínseca padronizada e preços atrativos, a um serviço diferenciado, baseado em um alto valor na experiência de compra. Esta estratégia fundamenta-se no anseio dos consumidores de, mais do que simplesmente adquirir produtos, experimentar sensações, as quais vividas em momentos de lazer exerceriam um grande poder de diferenciação. Realizou-se um estudo de caso baseado em entrevistas em profundidade semiestruturadas com diretores e gerentes da empresa. Como resultado, as evidências empíricas sugerem: 1) a verticalização (integração vertical) da atividade de comercialização como uma alternativa para a apropriação de valor da produção ao longo do canal de distribuição; e 2) o desafio da gestão do suprimento como requisito-chave para a adequada gestão do valor de uma marca. Considera-se oportuno lembrar, porém, que, em decorrência das limitações próprias da metodologia de estudos de caso, estas tais evidências devem ser entendidas como proposição a ser testada em trabalhos quantitativos futuros, ou mesmo melhor embasada via condução de estudos multicaso.

Television and narratives: cultural identities in globalization age

This paper describes a current research integrated in an international and interdisciplinary project and developed in a global environment between two different tendencies: integration and desintegration. In this scenary, television narrative arises as an essential tool to create and consolidate new cultural identities in order to get a popular narrative on the concept of nation.

Clinical relationships and ethical problems in primary care, Sao Paulo, SP, Brazil

Objectives: Main Objective: to identify ethical problems in primary care according to nurses` and doctors` perceptions. Secondary Objective: to know ethical issues of patient-professional relationships in primary care. Design: Synthesis to integrate and reinterpret primary results of qualitative studies. Setting: Primary healthcare centers, Sao Paulo, SP, Brazil. Participants and/or context: Incidental sample of 34 nurses and 36 medical doctors working in primary healthcare centers selected by convenience. Methods: Individual, semi-structured interviews to identity situations considered as sources of ethical problems. The sample is socially representative of primary care health centers and professionals. Data collection assured discourse saturation. Hermeneutic-dialectical discourse analysis was used to study the results. Results: Patient-professional relationships and team work were the main sources of ethical problems. The most important problems were patient information, privacy, confidentiality, interpersonal relationship, linkage and patient autonomy. These issues reflect the recent changes in clinical relation ships and show the peculiarities of primary care with its continuous care which lasts a long time. Healthcare involves multiprofessional team work in the midst of the patient claims for autonomy. Good care of patients needs requires a relationship based on communication and cooperation, and includes feelings and values, with communication skills. Conclusions: Ethical problems in primary care are common situations. For quality and humane primary care the relationship should consist of dialogue, trust and cooperation. (C) 2009 Elsevier Espana, S.L. All rights reserved.

Identification and Validation of Brazilian Chronic Pain Descriptors

Appropriate pain assessment is very important for managing chronic pain. Given the cultural differences in verbally expressing pain and in psychosocial problems, specific tools are needed. The goal of this study was to identify and validate Brazilian pain descriptors. A purposive sample of health professionals and chronic pain patients was recruited. Four studies were conducted using direct and indirect psychophysical methods: category estimation, magnitude estimation, and magnitude estimation and tine-length. Results showed the descriptors which best describe chronic pain in Brazilian culture and demonstrated that there is not a significant correlation between patients and health professionals and that the psychophysical scale of judgment of pain descriptors is valid, stable, and consistent. Results reinforced that the translations of word descriptors and research tools into another language may be inappropriate, owing to differences in perception and communication and the inadequacy of exact translations to reflect the intended meaning. Given the complexity of the chronic pain, personal suffering involved, and the need for accurate assessment of chronic pain using descriptors stemming from Brazilian culture and language, it is essential to investigate the most adequate words to describe chronic pain. Although it requires more refinement, the Brazilian chronic pain descriptors can be used further to develop a multidimensional pain assessment tool that is culturally sensitive. (C) 2009 by the American Society for Pain Management Nursing