A lembrança de marca e o uso de brindes na promoção de vendas

Abstract

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 recall is the use of gifts in sales promotions, a tool that helps to bring the customer closer to the brand. The research methodology used was exploratory and qualitative in nature. A questionnaire was applied to young people with the purpose of knowing the opinion of the public in relation to the theme, and also to some organizations in Serra Gaúcha. The results of this research show that young people remember campaigns of big brands such as CocaCola and McDonald's, which offered gifts and that such an object generates loyalty. In relation to the organizations in Serra Gaúcha it was noticed that, the gifts are also used, but only on special dates or occasions. Finally, the gift also collaborates in the process of brand recall, as long as it is well chosen by the organization and that it is useful in the consumers' daily lives. [resumo fornecido pelo autor]