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Abstract(s)
Na sociedade actual, caracterizada por mercados competitivos, por excesso de oferta
relativamente à procura, e por uma sobrecarga da informação em circulação e dos estímulos
comunicacionais, o papel da comunicação torna-se decisivo e imprescindível, pelo que
qualquer marca lhe deveria dedicar tempo e dinheiro. Num panorama mediático
multiplataforma e multitarefa, a uniformização de regras, comunicação e valores são também
preocupações a ter em conta por forma a garantir a coerência em todas as peças de
comunicação.
Este relatório debruça-se sobre a exploração do conceito de comunicação integrada de
marketing (CIM), bem como sobre a importância do seu planeamento estratégico com o
intuito de providenciar clareza, coerência e impacto por meio de mensagens integradas.
A falta de planeamento estratégico por parte da marca em estudo e a falta de clareza e
coesão das mensagens comunicadas conduziu à elaboração do relatório com este formato com
o intuito de aprofundar o desenvolvimento de um plano de comunicação numa perspectiva
integrada, respondendo assim a uma necessidade fundamental da organização que acolheu o
estágio. Deste modo, foram delineadas estratégias e tácticas que pretendem não só catalisar
uma mudança de atitude, mas também demonstrar um novo sentido de comunicação,
integrado, transformando o que até agora é apenas o nome de uma empresa numa marca
corporate com reputação com um posicionamento claro e uma reputação positiva.
In today's society, characterized by competitive markets, by excess supply over demand, and an overload of information in circulation and communication stimuli, the role of communication becomes crucial and essential in a way that any brand should devote it time and money. In a multiplatform and multitasking media landscape, the standardization of rules, communication and values are also concerns to be taken into account as a way to ensure consistency in all communication pieces. This report focuses on the exploration of the concept of integrated marketing communication (IMC) as well as on the importance of its strategic planning in order to provide clarity, consistency and impact through integrated messaging. The lack of strategic planning by the brand under study and the lack of clarity and cohesion of its communicated messages led to the elaboration of the report in this format in order to further develop a communication plan with an integrated perspective, as a response to a critical need of the organization that hosted the internship. Thus, strategies and tactics were outlined aiming not only to catalyze a change of attitude, but also to demonstrate a new sense of communication, integrated, transforming what so far is just the name of a company to a corporate brand, with a reputation, a clear positioning and a positive reputation.
In today's society, characterized by competitive markets, by excess supply over demand, and an overload of information in circulation and communication stimuli, the role of communication becomes crucial and essential in a way that any brand should devote it time and money. In a multiplatform and multitasking media landscape, the standardization of rules, communication and values are also concerns to be taken into account as a way to ensure consistency in all communication pieces. This report focuses on the exploration of the concept of integrated marketing communication (IMC) as well as on the importance of its strategic planning in order to provide clarity, consistency and impact through integrated messaging. The lack of strategic planning by the brand under study and the lack of clarity and cohesion of its communicated messages led to the elaboration of the report in this format in order to further develop a communication plan with an integrated perspective, as a response to a critical need of the organization that hosted the internship. Thus, strategies and tactics were outlined aiming not only to catalyze a change of attitude, but also to demonstrate a new sense of communication, integrated, transforming what so far is just the name of a company to a corporate brand, with a reputation, a clear positioning and a positive reputation.
Description
Keywords
Comunicação Integrada de Marketing (CIM) Marca corporate Identidade corporate Plano de comunicação integrado de marketing Estratégia Notoriedade Coerência Identidade visual Integrated Marketing Communication (IMC) Corporate brand Corporate identity Integrated marketing communications plan Strategy Awareness Consistency Visual identity