Marketing de Guerrilha ou experiência?
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2015-06
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Durayski, Juliana
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Resumo
Este trabalho faz uma análise de como os profissionais de comunicação de Lajeado, Porto Alegre e São Paulo compreendem o Marketing de Guerrilha. O estudo busca um entendimento da maneira com a qual o mercado, as marcas e os profissionais das referidas regiões têm agido em relação ao Marketing de Guerrilha, bem como a verificação das principais táticas utilizadas. A pesquisa é de cunho qualitativo com delineamento exploratório. As técnicas utilizadas para compor o trabalho foram pesquisa documental e entrevistas em profundidade com dez profissionais e estudantes da área. A partir das entrevistas, cinco categorias foram estabelecidas, são elas: falta de informação sobre o Marketing de Guerrilha; informação sobre o Marketing de Guerrilha; Marketing de Guerrilha atua em conjunto com as mídias tradicionais; percepções positivas em fazer Marketing de Guerrilha; exigências do mercado. Os resultados obtidos apontam os pontos positivos do Marketing de Guerrilha, isso em razão da experiência que ele proporciona para quem é atingido pela ação, do relacionamento que é estabelecido com o consumidor e da atuação em conjunto das mídias alternativas com as tradicionais. Em suma, a pesquisa refletiu sobre como o Marketing de Guerrilha é visto pelos profissionais, bem como as vantagens dele frente a outras estratégias de marketing.
This work is an analysis of how the professionals of communications, that lives in Lajeado, Porto Alegre and São Paulo, understand the guerrilla Marketing. This study seeks an understanding of the way in which the market, the brands and the professionals, who live in these cities, have acted in relation to the guerrilla Marketing, as well as verifying the main tactics used. The research is a qualitative approach with exploratory design. Documentary research and in-depth interviews with ten professionals and students in the area were the main techniques used to compose this work. From the interviews, five categories have been established: lack of information about the guerrilla Marketing; information about guerrilla Marketing; guerrilla Marketing works with traditional media; positive perceptions of guerrilla Marketing and market requirements. The results enhance the advantages of guerrilla Marketing, due to the experience it provides for those who are affected by the action, the relationship established with the consumer and the collaboration work between alternative and traditional media. In summary, the survey reflected on how guerrilla Marketing is seen by professionals as well as the advantages when compared to other Marketing strategies.
This work is an analysis of how the professionals of communications, that lives in Lajeado, Porto Alegre and São Paulo, understand the guerrilla Marketing. This study seeks an understanding of the way in which the market, the brands and the professionals, who live in these cities, have acted in relation to the guerrilla Marketing, as well as verifying the main tactics used. The research is a qualitative approach with exploratory design. Documentary research and in-depth interviews with ten professionals and students in the area were the main techniques used to compose this work. From the interviews, five categories have been established: lack of information about the guerrilla Marketing; information about guerrilla Marketing; guerrilla Marketing works with traditional media; positive perceptions of guerrilla Marketing and market requirements. The results enhance the advantages of guerrilla Marketing, due to the experience it provides for those who are affected by the action, the relationship established with the consumer and the collaboration work between alternative and traditional media. In summary, the survey reflected on how guerrilla Marketing is seen by professionals as well as the advantages when compared to other Marketing strategies.
Descrição
Palavras-chave
Marketing de Guerrilha; Consumidor; Experiências
Citação
LONGO, Gabriela. Marketing de Guerrilha ou experiência?. 2015. Monografia (Graduação em Comunicação Social com Habilitação em Publicidade e Propaganda) – Universidade do Vale do Taquari - Univates, Lajeado, jun. 2015. Disponível em: http://hdl.handle.net/10737/858.