Responsabilidade social na área da ativação de marca
: estudo de caso : preparação de um evento de música

  • Maria Leonor Azevedo Mendes Horák (Student)

Student thesis: Master's Thesis

Abstract

The constant transformations that society has been undergoing have made it more demanding, obliging a new way of living in the world. The one transformation that is defying a change of values, attitudes, ideas and behaviour in Organizations is the increase and awareness of social responsibility practices. For that matter, Organizations have sought to adapt their communication and business strategy to the social and human dimension, applying in their projects new ways of communicating with people. Marketing and Publicity is no exception, as campaigns that appeal the social matters have been a strong bet in brand communication and activation. Brands have been looking for interaction with the consumer by offering an experience and a direct emotional connection, rather than delivering a good idea for public impact. In this interaction it is possible to make a brand activation associating it to a specific cause. Events are an example that it is possible to create brand visibility while these contribute to a more responsible and just society. This report is based on an internship in Pitch agency. Gathering the necessary knowledge as well as the main relevant concepts to the study - Social Responsibility and Brand Activationthe job focused on a music event preparation with social responsibility. It sought to an answer to the question: “to what extent can communication during a Social Responsibility event preparation be determinant for Brand Activation?”, considering that the better communication made, bigger is the probability and viability of brands joining an event.
Date of Award27 Jan 2017
Original languagePortuguese
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorJosé Gabriel Andrade (Supervisor)

Keywords

  • Social responsability
  • Communication
  • Marketing
  • Brand ativation
  • Events

Designation

  • Mestrado em Ciências da Comunicação

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