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O consumo da publicidade pela geração Z no Youtube
(2021-12-11)
The objective of this research is to address the perception that people from Generation Z have about the content of the advertising found on the online video sharing platform YouTube. To achieve that, a bibliographic study ...
A lembrança de marca e o uso de brindes na promoção de vendas
(2021-12-11)
The research had as a general objective to analyze the use of gifts in sales promotion strategies and to verify the brand recall process in the consumers' minds. One of the strategies used by marketing to achieve brand ...
Representação humana, experiência estética e consumo adulto na atualidade: bonecas e colecionismo
(2021-12-20)
The present work aims to investigate human representation and its relationship with adult consumption, especially with regard to dolls collecting. The study initially presents a discussion about human representation, ...
A cultura dos videogames: uma análise de como a publicidade se incorpora no mercado de games
(2022-12-19)
This work aimed to map how videogame culture integrates into society and the market, how it connects to its consumer and how they respond to actions imposed on them, along with a conglomeration of some advertising strategies ...
Percepção de marca no futebol: um estudo de caso do Clube Red Bull Bragantino
(2022-12-16)
This monograph has as main objective to understand the effectiveness of the incorporation of the Red Bull brand in Clube Atlético Bragantino and its relationship with the consumer public. Through the case study carried out ...
Uma nova perspectiva para a comunicação junto ao consumidor: a possibilidade da publicidade nativa
(2023-12-20)
The presente work aims to understand the possibility of a more spontaneous and authentic communication for brands, based on the concept of native advertising, which can be understood especially from the context of digital ...
Marketing esportivo: o elo da National Basketball Association no enriquecimento da experiência do consumidor
(2023-12-12)
The brand development of the major North American Basketball League, the National Basketball Association (NBA), has diverse strategies to generate sale and business in the sport market. Nonetheless, the hurdle of customer ...
Marcas reciclando o passado: Vans e o desafio de comunicar para diferentes gerações de consumidores
(2023-12-20)
The present work aims to understand the different positioning strategies of the Vans brand, which communicate and captivate generations of consumers over the years. For this, an exploratory-qualitative research with an ...
Uso do som para o fortalecimento de marca pela perspectiva do sonic branding: Coca-Cola “vibrando” publicidade
(2023-12-20)
The present study has as its central object the analysis of sound and the possibilities it offers when consumed in a strategic context in the advertising sector. It is then verified how sound, when used in advertising ...