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Publication
Os eventos enquanto estratégia de comunicação das marcas de telecomunicações portuguesas: Vodafone Portugal, MEO (Portugal Telecom) e NOS (Sonaecom)
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| 2.14 MB | Adobe PDF |
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Advisor(s)
Abstract(s)
Os Eventos e a Comunicação de uma marca, estão interligados e não faz sentido dissociá-los. Como tal, tentamos perceber com esta dissertação, o que leva uma marca, mais em concreto as telecomunicações nacionais, a escolher os Eventos como parte da sua estratégia de Comunicação, junto do seu público-alvo.
Inicialmente elaboramos uma revisão bibliográfica, que nos desse a conhecer um pouco mais sobre Eventos, mais concretamente sobre os eventos musicais, os festivais, e sobre o funcionamento da Comunicação da marca. Relacionamos os dois, para tentar perceber o papel dos Eventos no seio de uma Comunicação da marca.
Estavam assim adquiridos os conceitos necessários para passar à fase seguinte e analisar no terreno.
Na segunda fase passamos aos estudo de caso, realizando questionários para perceber do público a sua posição no que diz respeito à sua operadora e à forma como esta exerce a comunicação da marca, nos eventos musicais. Foram considerados 166 questionários validados, que nos permitiram obter algumas conclusões, relativamente à postura e influência que a marca tem sobre o seu público.
Assim, e tendo em conta a bibliografia estudada, foi possível analisar os dados recolhidos, para que nos permitisse responder às hipóteses colocadas no início da dissertação. Desta forma conseguimos obter conclusões a este estudo.
The events and the communication of a brand are intertwined and it makes no sense to dissociate them. As such, we try to realize with this dissertation, which leads a brand, more specifically the national telecommunications, to choose the events as part of its communication strategy, with your target. Initially we developed a literature review, that would give us to learn a little more about events, more specifically about the musical events, festivals, and on the functioning of Brand Communication. Connect the two, to try to understand the role of Events within a brand Communication. They were thus acquired the concepts needed to pass to the next phase and analyze on the field. In the second phase we passed to the case study, conducting surveys to understand the public position with regard to your carrier and how this performs the communication of the brand, in the musical events. 166 validated questionnaires were considered, which enabled us to obtain some conclusions concerning the position and influence that the brand has on their target. Therefore, and taking into account the study bibliography, it was possible to analyze the data collected, so let us respond to hypotheses made at the beginning of the dissertation. In this way we were able to obtain conclusions this study.
The events and the communication of a brand are intertwined and it makes no sense to dissociate them. As such, we try to realize with this dissertation, which leads a brand, more specifically the national telecommunications, to choose the events as part of its communication strategy, with your target. Initially we developed a literature review, that would give us to learn a little more about events, more specifically about the musical events, festivals, and on the functioning of Brand Communication. Connect the two, to try to understand the role of Events within a brand Communication. They were thus acquired the concepts needed to pass to the next phase and analyze on the field. In the second phase we passed to the case study, conducting surveys to understand the public position with regard to your carrier and how this performs the communication of the brand, in the musical events. 166 validated questionnaires were considered, which enabled us to obtain some conclusions concerning the position and influence that the brand has on their target. Therefore, and taking into account the study bibliography, it was possible to analyze the data collected, so let us respond to hypotheses made at the beginning of the dissertation. In this way we were able to obtain conclusions this study.
Description
Keywords
Eventos Comunicação da marca Festivais Turismo Patrocínio de eventos Telecomunicações Events Brand communication Festivals Tourism Event sponsorship Telecommunications
Citation
Publisher
Escola Superior de Hotelaria e Turismo do Estoril