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Abstract(s)
O presente relatório visa compreender o impacto dos grandes eventos no processo de construção e consolidação das marcas de rádio. O caso em estudo é o da Mega Hits, uma rádio com uma linguagem jovem e que aposta nos grandes eventos como forma de estar mais perto do seu público-alvo. Tendo como ponto de partida um estágio realizado no departamento de marketing e comunicação do Grupo r/com – ao qual pertence a Mega Hits – este estudo pretende fornecer ferramentas de análise concretas e que permitam maior eficácia na escolha dos grandes eventos aos quais esta marca de rádio se associa.
Primeiramente, são aprofundadas teoricamente as duas grandes áreas de estudo em questão: o meio rádio e a gestão de marca. Posteriormente, no que toca ao trabalho empírico, e para cumprir com os objectivos traçados, são estudados dois grandes eventos apoiados pela Mega Hits – “I Am Hardwell – United We Are” e “Calpe Festival Village”. Em cada um deles foram aplicados questionários, fundamentais para a recolha de informação que permitiu chegar a conclusões sobre o impacto que cada um teve na marca de rádio em questão.
The aim of this investigation is to understand the impact of large scale events on the construction and consolidation process of radio brands. The case study is Mega Hits, a radio station aimed at a young audience and which invests in being present at large scale events so as to be closer to its listeners. Based on the experience of an internship with the marketing and communication department at Grupo r/com – which Mega Hits belongs to – this study aims to determine which are the specific analysis tools which help to more efficiently choose the events which the radio station invests in. Firstly, two of the major concepts in play will be analysed in depth, namely radio as a means of communication and brand management. Next, in terms of empirical work, and in order to meet the objectives, two major events, both of which sponsored by Mega Hits, will be assessed: “I Am Hardwell – United We Are” and “Calpe Festival Village”. Questionnaires were used in both cases to acquire information vital to the investigation of the impact of each on the radio brand in question.
The aim of this investigation is to understand the impact of large scale events on the construction and consolidation process of radio brands. The case study is Mega Hits, a radio station aimed at a young audience and which invests in being present at large scale events so as to be closer to its listeners. Based on the experience of an internship with the marketing and communication department at Grupo r/com – which Mega Hits belongs to – this study aims to determine which are the specific analysis tools which help to more efficiently choose the events which the radio station invests in. Firstly, two of the major concepts in play will be analysed in depth, namely radio as a means of communication and brand management. Next, in terms of empirical work, and in order to meet the objectives, two major events, both of which sponsored by Mega Hits, will be assessed: “I Am Hardwell – United We Are” and “Calpe Festival Village”. Questionnaires were used in both cases to acquire information vital to the investigation of the impact of each on the radio brand in question.
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Keywords
Rádio Grandes eventos Marketing Estratégia de marketing Gestão de marca Radio Large scale events marketing Marketing strategy Brand management