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Advisor(s)
Abstract(s)
O presente trabalho de investigação tem por base o estágio realizado na Empresa Sociedade
Independente de Comunicação (SIC), em particular no departamento de marketing, onde
adquirimos um conhecimento prático das funções e estratégias de marketing a aplicar no
mercado televisivo.
Este período de estágio proporcionou, entre outros, o contacto com as ações de marketing
em campo e com o mercado televisivo na sua amplitude. As empresas dependem cada vez
mais de um plano estratégico de marketing que permita concretizar com maior facilidade os
objetivos financeiros planeados. Assim sendo, em razão do interesse e curiosidade com o
meio televisivo e o marketing, levou a decidirmos estudar a relação que o conceito de Brand
Love tem (ou não) neste mercado, quando visto na perceção do telespetador.
O presente relatório, visa, neste contexto, compreender qual a relação do marketing
televisivo e do Brand Love na tomada de decisão do telespetador da SIC quanto ao visionar
do canal e/ou dos seus conteúdos.
Após a análise das perspetivas de um conjunto de autores e às suas respetivas abordagens
teóricas relativamente dos temas, acima mencionados, juntamente com o estudo do caso
prático da SIC, foi possível observar que o conceito de Brand Love, ainda não é um termo
usual no quotidiano dos portugueses apesar de ser um conceito que inconscientemente está
sempre presente e que influencia a tomada de decisão dos telespetadores SIC.
The present research work is based on the internship held in the Company Independent Communication Society (SIC), in particular in the marketing department, where we acquire a practical knowledge of the functions and marketing strategies to be applied in the television market. This internship period provided, among others, the contact with the marketing actions in the field and with the television market in its amplitude. Companies are increasingly dependent on a strategic marketing plan that makes it easier to achieve the planned financial goals. Therefore, due to the interest and curiosity with the television medium and the marketing, it has led to decide study the relation that the concept of Brand Love may have in this market, when seen in the perception of the viewer. In this context, the purpose of this report is to understand the relationship between television marketing and Brand Love in the decision-making process of the SIC television viewer. After analyzing the perspectives of a group of authors and their respective theoretical approaches regarding the themes mentioned above, together with the study of the practical case of SIC, it was possible to observe that the concept of Brand Love, is not yet a usual term in the daily life of the Portuguese despite being a concept that is unconsciously always present and that influences the decision-making of SIC viewers.
The present research work is based on the internship held in the Company Independent Communication Society (SIC), in particular in the marketing department, where we acquire a practical knowledge of the functions and marketing strategies to be applied in the television market. This internship period provided, among others, the contact with the marketing actions in the field and with the television market in its amplitude. Companies are increasingly dependent on a strategic marketing plan that makes it easier to achieve the planned financial goals. Therefore, due to the interest and curiosity with the television medium and the marketing, it has led to decide study the relation that the concept of Brand Love may have in this market, when seen in the perception of the viewer. In this context, the purpose of this report is to understand the relationship between television marketing and Brand Love in the decision-making process of the SIC television viewer. After analyzing the perspectives of a group of authors and their respective theoretical approaches regarding the themes mentioned above, together with the study of the practical case of SIC, it was possible to observe that the concept of Brand Love, is not yet a usual term in the daily life of the Portuguese despite being a concept that is unconsciously always present and that influences the decision-making of SIC viewers.
Description
Keywords
Marketing televisivo Brand Love Televisão SIC Telespetador Television marketing Television Viewer