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Planning and implementation of marketing communication: a comparative analysis between theory and practice/Planejamento e implantacao da comunicacao de marketing: uma analise comparativa entre teoria e pratica/Planificacion e implantacion de la comunicacion de marketing: un analisis comparativo entre teoria y practica

Galao, Fabiano Palhares ; Crescitelli, Edson

Revista de gestão, 2015-10, Vol.22 (4), p.435 [Periódico revisado por pares]

Faculdade de Economia, Administracao e Contabilidade - FEA-USP

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  • Título:
    Planning and implementation of marketing communication: a comparative analysis between theory and practice/Planejamento e implantacao da comunicacao de marketing: uma analise comparativa entre teoria e pratica/Planificacion e implantacion de la comunicacion de marketing: un analisis comparativo entre teoria y practica
  • Autor: Galao, Fabiano Palhares ; Crescitelli, Edson
  • Assuntos: Advertising campaigns ; Decision-making ; Information management ; Marketing ; Propaganda ; Rankings
  • É parte de: Revista de gestão, 2015-10, Vol.22 (4), p.435
  • Descrição: The planning of marketing communications evolves from a process of decision making involving different and interrelated steps, which allow companies to determine the strategic keys and operational activity. The purpose of this study is to analyze the main issues involved in planning and implementing the decisions of marketing communication. The empirical data were collected through in-depth interviews conducted with communications professionals from ten companies belonging to the ranking of the 300 largest advertisers in Brazil. As data analysis technique, we chose content analysis. The main results showed that the planning process of marketing communication adopted by companies limits itself in planning and execution of advertising campaigns. We found that some classic decisions of communication planning process quoted in the literature are not considered and that the implementation of actions has been the biggest concern for companies.
  • Editor: Faculdade de Economia, Administracao e Contabilidade - FEA-USP
  • Idioma: Espanhol
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  • Realização: ABCD-USP USP   Logos de Redes Sociais: Freepik

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