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Abstract(s)
As marcas são uma presença constante na nossa vida. Mesmo quando não nos apercebemos, somos expostos diariamente a centenas de marcas. Até há alguns anos, o valor de uma marca estava principalmente nos seus atributos tangíveis e quantificáveis, mas agora, valorizamos também atributos intangíveis, como a reputação corporativa. Garantir uma boa reputação corporativa é de máxima importância para a sobrevivência das marcas num ambiente cada vez mais competitivo e uma das formas de o conseguir é através da estratégia de comunicação adotada. Neste contexto, emergiram novas formas das marcas comunicarem e divulgarem os seus produtos e serviços. O product-placement é uma estratégia publicitária que integra mensagens promocionais no conteúdo de programas de entretenimento. A presente investigação analisará a implementação deste tipo de estratégia num formato que tem vindo a ganhar espaço na grelha das emissoras televisivas - o reality-show -, focando-se num estudo de caso sobre o Big Brother Brasil 2023. Porém, devido a estigmas associados a este tipo de programa, a reputação das marcas anunciantes pode sofrer repercussões. Este estudo investiga o impacto do product-placement no Big Brother Brasil 2023 na reputação das marcas anunciantes, usando entrevistas, questionários e a análise de episódios. Os resultados apurados - embora a amostra utilizada não possa ser considerada representativa do universo, nem os resultados possam ser generalizados - confirmam a existência de uma relação entre a eficácia do product-placement e a perceção de reputação corporativa, destacando a importância do conhecimento da marca. Conclui-se que o product-placement deve fazer parte de uma estratégia de comunicação abrangente que beneficie a reputação das marcas.
Brands are a constant presence in our lives. Even when we don't realize it, we are exposed to hundreds of them every day. Until recently, the value of a brand was mainly in its tangible and quantifiable attributes, but now, we also value intangible attributes, such as corporate reputation. Ensuring a good corporate reputation is of utmost importance for the survival of brands in an increasingly competitive environment and one of the ways to achieve this is through the communication strategy. In this context, new ways have emerged for brands to communicate and promote their products and services. Product-placement is an advertising strategy that integrates promotional messages into the content of entertainment programs. This research will analyse the implementation of this type of strategy in a format that has been gaining space on television channels - the reality-show -, focusing on a case study on Big Brother Brazil 2023. However, due to stigma associated with this type of program, the reputation of advertising brands may suffer repercussions. This study investigates the impact of product-placement in Big Brother Brazil 2023 on the reputation of advertising brands, using interviews, questionnaires, and episodes’ analysis. The results obtained - though the sample used cannot be considered representative of the universe, nor can the results be generalized - confirm the existence of a relationship between the effectiveness of product-placement and the perception of corporate reputation, highlighting the importance of brand knowledge. It is concluded that product-placement must be part of a comprehensive communication strategy that benefits brands' reputation.
Brands are a constant presence in our lives. Even when we don't realize it, we are exposed to hundreds of them every day. Until recently, the value of a brand was mainly in its tangible and quantifiable attributes, but now, we also value intangible attributes, such as corporate reputation. Ensuring a good corporate reputation is of utmost importance for the survival of brands in an increasingly competitive environment and one of the ways to achieve this is through the communication strategy. In this context, new ways have emerged for brands to communicate and promote their products and services. Product-placement is an advertising strategy that integrates promotional messages into the content of entertainment programs. This research will analyse the implementation of this type of strategy in a format that has been gaining space on television channels - the reality-show -, focusing on a case study on Big Brother Brazil 2023. However, due to stigma associated with this type of program, the reputation of advertising brands may suffer repercussions. This study investigates the impact of product-placement in Big Brother Brazil 2023 on the reputation of advertising brands, using interviews, questionnaires, and episodes’ analysis. The results obtained - though the sample used cannot be considered representative of the universe, nor can the results be generalized - confirm the existence of a relationship between the effectiveness of product-placement and the perception of corporate reputation, highlighting the importance of brand knowledge. It is concluded that product-placement must be part of a comprehensive communication strategy that benefits brands' reputation.
Description
Keywords
Product-placement Reality-show Big Brother Brasil Reputação corporativa Big Brother Brazil Corporate reputation