O impacto dos grandes eventos nas marcas de rádio

: o caso da MEGA Hits

Abstract

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.

Date of Award	31 May 2016
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Nelson Ribeiro (Supervisor)