COMUNICAÇAO INTEGRADA DE MARKETING E AÇÕES DE PATROCÍNIO A EVENTOS: O EFEITO SINÉRGICO

AUTOR(ES)
DATA DE PUBLICAÇÃO

2008

RESUMO

This study focuses the action to events sponsorship as a communication tool incorporated into the marketing communication compound. The main objective is to analyze and present how the enterprises use and articulate the marketing integrated communication tools at the sponsorship actions in order to create a synergic effect of communication. The methodology is constituted by bibliographic and documental research and the cases studies involving the companies Ambev, Petrobras and Bradesco with the sponsorship to their respective events: Skol Beats; Pan-american Games 2007 and the Saltimbancos show from Cirque du Soleil, verifying how the theoretical aspects were appropriated in each case. The conclusions point to, mainly, that the enterprises have searching to employ the maximum communication potential from events, not only when they foster, but also as a sponsors condition, and that the sponsorship must be part of an integrated plan, in which the strategic communications marketing actions, through the several tools which theyre constituted, are able to and must be conjugated in order to reach synergy and add value to the sponsors communication actions.(AU)

ASSUNTO(S)

events marketing integrated communication sponsorship comunicação integrada de marketing comunicacao patrocínio eventos

ACESSO AO ARTIGO

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