A comunicação integrada de marketing

: um novo sentido para a comunicação da Maria Papoila

Abstract

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.

Date of Award	24 Sept 2014
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Patrícia Dias (Supervisor)