| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 6.95 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
Os profissionais de comunicação têm vindo a especializar-se, progressivamente, em
publicidade, marketing relacional, relações públicas, entre outras disciplinas. Estas
mudanças têm originado o aparecimento de um número cada vez maior de agências
de comunicação que oferecem, às organizações, um mix de comunicação eficaz, ou
melhor, um serviço de comunicação global. As agências são, desta forma, empresas
de serviços que trabalham com a divulgação e promoção de marcas e produtos, no
sentido de melhorar e optimizar a gestão das organizações e os seus resultados
comerciais.
A presente investigação tem como principal objetivo entender a relação de
comunicação entre o Grupo WAT, agência de comunicação, e um cliente, Sheraton
Lisboa Hotel & Spa, cadeia internacional de hotéis e resorts.
Como em todas as organizações, também nas agências, uma comunicação eficaz é
essencial, permitindo a estas desenvolverem uma coerência e concisão, que se
refletirá na realização dos seus objetivos. Assim, com o intuito de estudar a eficácia
do trabalho do Grupo WAT, recente agência de comunicação Portuguesa, foram
estudadas as atividades desenvolvidas e a relação estabelecida com o Hotel, através de
uma análise qualitativa, baseada em quatro entrevistas e na análise de documentos.
Por meio da análise realizada foi possível verificar que a parceria entre o Grupo WAT
e o Hotel tem vindo a originar alterações na imagem do Hotel, particularmente no seu
processo de comunicação, visível em todas as peças gráficas introduzidas pela
agência e também nos novos conceitos e ideias associadas a estas alterações, como as
conceções de modernidade e de qualidade. Estes bons resultados têm contribuído
também de forma decisiva para o desenvolvimento de uma relação bastante positiva
entre ambas as partes, fundamental num trabalho em parceria.
Communication professionals have been progressively specializing in advertising, relational marketing, public relations, and other disciplines. These changes lead from a growing number of communication agencies, which offer organizations an effective communication mix, or better a global communication service. Agencies are thus service companies that work with the disclosure and promotion of brands and products in order to improve and optimize the management of organizations and their commercial results. The present research has, as main objective, to understand the communication relationship between the Grupo WAT, communication agency, and a client, Sheraton Lisboa Hotel & Spa, international chain of hotels and resorts. As in all organizations, also in agencies, effective communication is essential, enabling them to develop coherence and conciseness, which will be reflected in the achievement of their goals. Therefore, in order to study the effectiveness of the work of the Grupo WAT, a recent Portuguese communication agency, the activities developed and the relationship established with the Hotel were studied through a qualitative analysis based on four interviews and document analysis. Through the analysis carried out, it was possible to verify that the partnership between the Grupo WAT and the Hotel has led to changes in the Hotel’s image, particularly in its communication process, visible in all the pieces introduced by the agency and also in the new concepts and ideas associated with these changes, such as the conceptions of modernity and quality. These good results have also contributed decisively to the development of a very positive relationship between both parties, which is fundamental in a partnership.
Communication professionals have been progressively specializing in advertising, relational marketing, public relations, and other disciplines. These changes lead from a growing number of communication agencies, which offer organizations an effective communication mix, or better a global communication service. Agencies are thus service companies that work with the disclosure and promotion of brands and products in order to improve and optimize the management of organizations and their commercial results. The present research has, as main objective, to understand the communication relationship between the Grupo WAT, communication agency, and a client, Sheraton Lisboa Hotel & Spa, international chain of hotels and resorts. As in all organizations, also in agencies, effective communication is essential, enabling them to develop coherence and conciseness, which will be reflected in the achievement of their goals. Therefore, in order to study the effectiveness of the work of the Grupo WAT, a recent Portuguese communication agency, the activities developed and the relationship established with the Hotel were studied through a qualitative analysis based on four interviews and document analysis. Through the analysis carried out, it was possible to verify that the partnership between the Grupo WAT and the Hotel has led to changes in the Hotel’s image, particularly in its communication process, visible in all the pieces introduced by the agency and also in the new concepts and ideas associated with these changes, such as the conceptions of modernity and quality. These good results have also contributed decisively to the development of a very positive relationship between both parties, which is fundamental in a partnership.
Descrição
Palavras-chave
Comunicação organizacional Agências de comunicação Ferramentas da comunicação Marca Relação agência-cliente Organizational communication Communication agencies Communication tools Brand Agency-customer relationship