Eventos culturais para a recordação da marca: estudo do evento Tim Festival

• Ano de defesa: 2006
• Autor(a) principal: Sedevitiz, Márcia Mercês Martins
• Orientador(a): Galindo, Daniel dos Santos
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Metodista de São Paulo
• Programa de Pós-Graduação: PÓS GRADUAÇÃO EM COMUNICAÇÃO
• Departamento: Processo Comunicacionais
• País: BR
• Palavras-chave em Português: Comunicação Social - Teses e Dissertações; Comunicação integrada de marketing; marketing cultural; eventos; marca
• Palavras-chave em Inglês: Marketing Integrated Communication; Cultural Marketing; Events; Branding
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: http://tede.metodista.br/jspui/handle/tede/758

This study analizes the cultural events role as a powerful element for socialization on branding strategy communication to the market. Main objectives was to delineate the use of Marketing Integrated Communication as a tenable differential, the Cultural Marketing faces new ways to communicate to the competitive market, the branding contextualization and the cultural events as a branding instrument. The methodology used enfolded bibliography, documental research, questions and a case study of Tim Company, with the Tim Festival, 2005 edition in São Paulo. Among the conclusions, it was confirmed that the traditional publicity is losing to events, but, at the same time, just events are not sufficient, there are the necessity to work together with others promotional activities. It was verified too that cultural events communicate the message on an enthusiastic way, and finally, the considerations about the rewarding relation of event to the branding memory.(AU)