Detalhes bibliográficos
| Ano de defesa: |
2020 |
| Autor(a) principal: |
Nakane, Andréa Miranda |
| Orientador(a): |
Farias, Doutor Luiz Alberto de |
| Banca de defesa: |
Canton, Marisa,
Trigo, Luiz Gonzaga Godoi,
Josgrilberg, Fabio,
Chiachiri, Roberto |
| Tipo de documento: |
Tese
|
| Tipo de acesso: |
Acesso aberto |
| Idioma: |
por |
| Instituição de defesa: |
Universidade Metodista de Sao Paulo
|
| Programa de Pós-Graduação: |
Comunicacao Social
|
| Departamento: |
Comunicacao Social:Programa de Pos Graduacao em Comunicacao Social
|
| País: |
Brasil
|
| Palavras-chave em Português: |
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| Palavras-chave em Inglês: |
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| Área do conhecimento CNPq: |
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| Link de acesso: |
http://tede.metodista.br/jspui/handle/tede/2052
|
Resumo: |
The Thesis in question addresses the study of how a vehicle of directed communication, events, specially those entitled live entertainment, represented by music festivals and how they can foster communication alliances aiming to generate relationships between companies/brands and people involved in this relation. The work was divided into three distinct but complementary phases, including documentary and bibliographic study, quantitative research and multiple cases studies, analysing information from the main actors involved in these connections, seeking to identify the tactic and catalyzing strategies, not only making use of marketing images but also alliances that generate solidity and longevity that boost not only manifestations related to consumption but also to the sense of belonging, dialog and experiential interactivity, based on the emotions evoked by the musical environment and by the planning of each sponsor's projects, in order to optimize their investiment and win effectively the aimed public 's mind and heart. |
