Вы находитесь на странице: 1из 3



6XSHU%RZOXPDDXODSUiWLFDGHPDUNHWLQJ


$66,1(

5(129(

$-8'$

1(:6/(77(5

$181&,(

566

)$/(&2126&2

48$57$)(,5$'()(9(5(,52'(

comunicao

marketing

mdia

*(17(

3257)/,26

352;;,0$

350,26

&$11(6

%86&$

2.

%86&$
$9$1d$'$


&XUWLU
7ZHHWDU

Super Bowl: uma aula prtica de marketing

3$752&1,2

2SLQLmRDSUHQGDVREUHUHODFLRQDPHQWRFRPRFOLHQWHDWLYDomRGHPDUFDUHGHV

VRFLDLVHSODWDIRUPDVLQWHUDWLYDV
_  GH)HYHUHLURGH

'(,;(6(8&20(175,2

6KDUH

D
3RU5DSKDHO6DQWDQD

0DUNHWLQJHVSRUWLYRQtYHO
DYDQoDGRUHODFLRQDPHQWRFRP
RFOLHQWHDWLYDomRGHPDUFD
UHGHVVRFLDLVHSODWDIRUPDV
LQWHUDWLYDV1mRHVVDQmRpD
JUDGHFXUULFXODUGHXPFXUVRGH
PDUNHWLQJ(VWDPRVIDODQGRGR
6XSHU%RZO0XLWRPDLVGRTXH
RJLJDQWHVFRHYHQWRHVSRUWLYRD
ILQDOGDOLJDGHIXWHERODPHULFDQR
6XSHU%RZOpPDLVTXHXPHYHQWRHVSRUWLYR
&UpGLWR'LYXOJDomR
GRV(VWDGRV8QLGRVpXPD
YHUGDGHLUDDXODGHPDUNHWLQJHP
YiULRVQtYHLVFRPFDVHVSUiWLFRVHyWLPRVH[HPSORVDVHUHPVHJXLGRV

+ lidas

7XGRFRPHoDDOJXQVDQRVDQWHVFRPDHVFROKDGDFLGDGHTXHLUiVHGLDURHYHQWR
LQGHSHQGHQWHPHQWHGRVWLPHVTXHFKHJDUmRjILQDO7UDEDOKDQGRFRPXPD
DQWHFHGrQFLDGHDOJXQVDQRVDFLGDGHVHSUHSDUDPHOKRURVSDWURFLQDGRUHV
FRQVHJXHPGLUHFLRQDUVXDVDo}HVSDUDUHDOL]iODVGHPDQHLUDPDLVDVVHUWLYDHSDUD
jTXHOHVTXHGHVHMDPYHUGHSHUWR VHMDSHORHVSRUWHGLYHUVmRRXDSUHQGL]DGR p
XPDERDRSRUWXQLGDGHSDUDVHSODQHMDUHPFRPPDLVFDOPD PDVQmRPXLWDMiTXHDV
ERDVRSo}HVGHKRVSHGDJHPHLQJUHVVRVFRVWXPDPVHHVJRWDUFRPPHVHVGH
DQWHFHGrQFLD (PDQRHPTXHRHYHQWRFKHJDjVXDHGLomRDFLGDGH
HVFROKLGDSDUDFHOHEUDUDVERGDVGRXUDGDVIRL6DQ)UDQFLVFRORFDOFRQKHFLGRSHOD
FRUULGDGRRXURHPPHDGRVGRVpFXOR;,;



+ comentadas

Infogrfico:
marketing digital
de Deadpool

Conar abre
processo contra a
Samarco

"Economia
burra traz
resultados
medocres"

Social media:
pouco resultado,
muita verba

Globo confirma
fim do Programa
do J

KWWSZZZPHLRHPHQVDJHPFRPEUKRPHPDUNHWLQJQRWLFLDV6XSHU%RZOXPDDXODSUDWLFDGHPDUNHWLQJKWPO





6XSHU%RZOXPDDXODSUiWLFDGHPDUNHWLQJ

(VWLYHSUHVHQWHQRHYHQWRQRV~OWLPRVDQRVFRPFOLHQWHVHFRQYLGDGRVHSRULVVR
WHQKRWLGRDRSRUWXQLGDGHGHYHUWXGRLVVRGHSHUWR&RVWXPRGL]HUTXHR6XSHU%RZO
pXPDJLJDQWHVFDH[SHULrQFLDTXHLQFOXVLYHWHPXPMRJRGHIXWHERODPHULFDQR2
MRJRHPVLDFRQWHFHDSHQDVQRGRPLQJRPDVDFLGDGHVHGHpWRPDGDSRUHYHQWRVH
DWLYDo}HVGXUDQWHWRGDDVHPDQD(VHSRUDFDVRYRFrHVWiGHVHPEDUFDQGRQD
FLGDGHQRVGLDVTXHDQWHFHGHPRHYHQWRHHVTXHFHXRTXHHVWiSRUYLUORJRR
HQYHORSDPHQWRGRDHURSRUWRHDH[SRVLomRTXHDFRQWHFHQRORFDOLUmRWHOHPEUDUTXH
DOJRJUDQGLRVRHVWiFKHJDQGR2PHVPRDFRQWHFHDRFKHJDUjORFDGRUDGH
DXWRPyYHLVDRROKDUSHODMDQHODGRFDUURRXQDUHFHSomRGRKRWHOeVLPSOHVPHQWH
LPSRVVtYHOQmRQRWDUTXHDOJRJUDQGLRVRHVWiDFRQWHFHQGRQDFLGDGH
(VVHDQRWRGRVRVFDPLQKRVOHYDYDPSDUDDUHJLmRGR(PEDUFDGHURRQGHIRL
PRQWDGDD6XSHU%RZO&LW\(UDPEULQFDGHLUDVLQWHUDWLYDVTXHFRQYLGDPRIm RXVHULD
RFRQVXPLGRU" DLQWHUDJLUFRPDPDUFD6HMDSLORWDQGRXPGURQHQRVWDQGGD,QWHO
WLUDQGRXPDIRWRFRPVHXtGRORQRVWDQGGD9HUL]RQRXVHQGRSDQRGHIXQGRQDV
WUDQVPLVV}HVGH79DRYLYRGLUHWRGRVHVW~GLRVSDQRUkPLFRVPRQWDGRVQRORFDOR
YLVLWDQWHVHVHQWLDQRFHQWURGDDomRLQWHUDJLQGRFRPWRUFHGRUHVGHGLYHUVDVSDUWHV
GRPXQGR
,QWHUHVVDQWHQRWDUTXHQmRSDUWLFLSDPDSHQDVWRUFHGRUHVGRVWLPHVTXHHVWmRQDILQDO
RXGRVWLPHVORFDLVPDVVLPGHWRGDVDVHTXLSHVMiTXHRHYHQWRWUDQVFHQGH
VLPSOHVPHQWHDTXHVWmRHVSRUWLYD2ORFDODLQGDDEULJDYDRXWUDVGH]HQDVGH
DWLYDo}HVHXPJUDQGHSDOFRRQGHDFRQWHFHUDPVKRZVDEHUWRVDRS~EOLFRGXUDQWH
WRGDDVHPDQD(RHQYHORSDPHQWRQmRSDURXSRUDt%DVWDYDROKDUHPTXDOTXHU
GLUHomRSDUDYHUSUpGLRVFRPRORJRGRHYHQWRRXVHUYLQGRFRPRWHODVSDUDSURMHo}HV
GHYtGHR$0DUNHW6WUHHWXPDVGDVSULQFLSDLVYLDVGDFLGDGHTXHGHVHPERFD
MXVWDPHQWHQRORFDOGD6XSHU%RZO&LW\YLURXXPPXVHXDFpXDEHUWRFRPD
UHWURVSHFWLYDGDVRXWUDVHGLo}HV
(PRXWUDiUHDDOLSHUWRQRFHQWURGHFRQYHQo}HVIRLPRQWDGRR1)/([SHULHQFH
GULYHQE\+\XQGDL VLPHVVHpRQRPHTXHYRFrHQFRQWUDHPWRGRVRVPDWHULDLVH
SODFDV$ILQDORQDPLQJULJKWGHXPHYHQWRFRPRHVVHpXPDyWLPDSURSULHGDGHSDUD
FRPHUFLDOL]DomRHOiLVVRpOHYDGRDVpULR 2ORFDOWRUQRXVHXPSDUTXHWHPiWLFR
LQWHUDWLYRSDUDRVDPDQWHVGRHVSRUWHHSDUDRVLQWHUHVVDGRVHPPDUNHWLQJ)RLXP
IHVWLYDOGHDWLYDo}HVRQGHRYLVLWDQWHSRGHLQWHUDJLUFRPDVPDUFDVSDWURFLQDGRUDV
HPGLYHUVRVQtYHLV1DiUHDGHVWLQDGDj:LOVRQ PDUFDGDERODRILFLDOGRHYHQWR R
WXULVWDSRGHYHURSURFHVVRGHIDEULFDomRGDERODSDVVRDSDVVRHDLQGDIRL
FRQYLGDGRDDGTXLULURVHXH[HPSODUHYHUVHXQRPHVHUJUDYDGRQRREMHWR$OpPGD
HQRUPHH[SRVLomRGDPDUFDQRORFDORVWDQGWRUQRXVHXPEHOR3'9FRPILODVSDUD
WHURGHVHMDGRREMHWRSHUVRQDOL]DGR
/RJRDRODGRQRVWDQGGD3DQLQLDEDL[RGHHQRUPHVILJXULQKDVGHOHQGDVGR
HVSRUWHHVWDYDPDVOHQGDVYLYDVHPFDUQHHRVVRGLVWULEXLQGRDXWyJUDIRVHWLUDQGR
IRWRVFRPRVYLVLWDQWHVeGLYHUVmRSDUDWRGRVRVODGRV8PDUiSLGDROKDGDHHUD
SRVVtYHOYHUGLYHUVDVDWUDo}HVRQGHRYLVLWDQWHSRGLDEULQFDUGHUHFHEHUDEROD
FRUUHUSXODUODQoDUHLQWHUDJLUFRPDVPDUFDV8PDSOLFDWLYRGHVHQYROYLGRSDUDD
RFDVLmRFULRXXPDFRPSHWLomRHQWUHRVSDUWLFLSDQWHVQRPHOKRUHVWLORJDPLILFDWLRQ
(QWUHWURIpXVIRWRVHUHOtTXLDVHUDSRVVtYHOYHURVYLVLWDQWHVID]HQGRILODSDUD
SDUWLFLSDUGRHVW~GLRDRYLYRGD6QLFNHUVRQGHRIXQGRYHUGHGHFKURPDNH\RV
FRORFDYDFRPRFRPHQWDULVWDVHVSRUWLYRVQD79$RODGRyFXORVGHUHDOLGDGHYLUWXDO
ID]LDPDVSHVVRDVVHVHQWLUHPSUDWLFDPHQWHGHQWURGRFDPSR1DVHTXrQFLDXP
FLQHPDH[LELDILOPHVFRQWDQGRDULFDKLVWyULDGDOLJDHGRHYHQWR7XGRLVVRFODUR
GHYLGDPHQWHHQYHORSDGRHYDORUL]DQGRDVPDUFDVSDWURFLQDGRUDV6HMDDWUDYpVGR
DUFRtULVGD6NLWWOHVRXGRFDUURGRXUDGRGD+\XQGDLRYLVLWDQWHIRLFRQYLGDGRDWRGRR
PRPHQWRDWLUDUXPDIRWRHSRVWDUQDVUHGHVVRFLDLV FRPDVGHYLGDVKDVKWDJVp
FODUR DXPHQWDQGRDLQGDPDLVRLPSDFWRGDDomRIRUDGRHVSDoRItVLFRGRHYHQWR
(QmRSDURXSRUDt)RUDGRHYHQWRSRUWRGDDFLGDGHHUDSRVVtYHOHQFRQWUDULOKDVGH
DWLYDomRFRPRDDomRGD%XG/LJKWQD8QLRQ6TXDUHRQGHRVYLVLWDQWHVHUDP
FRQYLGDGRVDLQWHUDJLUFRPDPDUFDDWUDYpVGHUHFXUVRVWHFQROyJLFRVRXRHVSDoR
KWWSZZZPHLRHPHQVDJHPFRPEUKRPHPDUNHWLQJQRWLFLDV6XSHU%RZOXPDDXODSUDWLFDGHPDUNHWLQJKWPO





6XSHU%RZOXPDDXODSUiWLFDGHPDUNHWLQJ

GD6SRUWV,OOXVWUDWHGGHQWURGD0DF\VRQGHOHQGDVGRHVSRUWHGLVWULEXtDPDXWyJUDIRV
HPXPDiUHDWRWDOPHQWHGHFRUDGDFRPFDSDVDQWLJDVUHSOHWDGHDo}HVLQWHUDWLYDV
/RJRDRODGRHUDSRVVtYHOVHSHUGHUHPXPDQGDULQWHLURGDORMDGHGLFDGRjYHQGDGH
PHUFDGRULDVRILFLDVGRHYHQWRFRPWXGRRTXHYRFrSRVVDLPDJLQDU9HQGHGRUHVFRP
PLQLDWXUDVGHFDSDFHWHVQDVPmRVGLULJLDPVHjVILODVGHDXWyJUDIRFRPDSURSRVWD
SUDWLFDPHQWHLUUHFXViYHOFRPSUHXPFDSDFHWHDJRUDHMiDSURYHLWHSDUDSHJDUXP
DXWyJUDIRQHOH1RDQGDUGHEDL[RPDQLFXUHVDUWLVWDVVHRIHUHFLDPSDUDFULDU
YHUGDGHLUDVREUDVGHDUWHWHPiWLFDVQDVXQKDVGDVLQWHUHVVDGDV(VHSRUDFDVRVHX
FRQFRUUHQWHpSDWURFLQDGRUGRVKRZGRLQWHUYDORHYRFrQmRSRGHVHDVVRFLDUDR
HYHQWRLVVRQmRVLJQLILFDTXHYRFrYDLILFDUWRWDOPHQWHGHIRUD([LVWHVHPSUHXPD
RSRUWXQLGDGHSDUDXPDV~WLO RXQHPWDQWR DomRGHPDUNHWLQJGHJXHUULOKD
(DSyVPDLVXPGLDWHQGRXPDDXODSUiWLFDGHPDUNHWLQJHVSRUWLYRFKHJRXDKRUDGH
YROWDUSDUDRKRWHO5HVROYLLUGH8EHUHDSURYHLWDUDDomRSURPRFLRQDOGHOHV9DLTXH
XPDVWURGD1)/DSDUHFHSDUDPHGDUXPDFDURQD
5DSKDHO6DQWDQDpGLUHWRUGHPDUNHWLQJHYHQGDVGD)DQDWR(VSRUWH7XULVPR

tags
6XSHU%RZO 6XSHU%RZO&LW\ ,QWHO 9HUL]RQ 1)/([SHULHQFHGULYHQE\+\XQGDL :LOVRQ 3DQLQL
6QLFNHUV 6NLWWOHV %XG/LJKW 6SRUWV,OOXVWUDWHG 0DF\V 8EHU

5HFRPHQGDGRSRU
5(&20(1'$'$63$5$92&

6HQVDFLRQDOLVWDVH
GHVSHGHGRS~EOLFR

&RPHQWiULRV
5HFRPPHQG

3OD\ER\YHQFH&DSD
GR$QRGD$QHU

1H\PDUSRGHWLUDU
3OD\ER\GDVEDQFDV

0HLRH0HQVDJHP3RUWDO

&RPSDUWLOKDU

(QWUDU

2UGHQDUSRU0HOKRUDYDOLDGR

&RPHFHDGLVFXVVmR

6HMDRSULPHLURDFRPHQWDU

248(e,662"

7$0%e0(00(,2(0(16$*(03257$/

$GQHWUHYHODGHWDOKHVGHVHXWDON
VKRZ

1HWIOL[JDQKDUiQRYRFRQFRUUHQWHQR
%UDVLO

FRPHQWiULRVGLDVDWUiV

FRPHQWiULRVGLDVDWUiV

'LHJR)DULDV7iFKDWRHVVHIRUPDWR

2WiYLR-XOLDWR6XUSUHHQGHQWH

GHSURJUDPD8PDHQWUHYLVWD
KXPRUDGDTXHEULQFDFRPD

6HUiXPDEULJDERDHVSHURTXHD
JHQWHSRVVRDMXGDORVFRPLVVR

&RQDUDEUHSURFHVVRFRQWUDD
6DPDUFR
FRPHQWiULRGLDVDWUiV

$DXWRFUtWLFDFRUWDQWHGRILOPH$P\
FRPHQWiULRVXPGLDDWUiV

$QGUp%RDPDWpULD,JRUSDUDEpQV

;DQ;DQQ4XHIRIDDSURSDJDQGD

3UHFLVRDVVLVWLU

6yIDOWRXRVIXQFLRQiULRVDSDUHFHUHP
GDQGRURVDVEUDQFDVSURV

$VVLQDUIHHG
3ULYDFLGDGH

$GLFLRQHR'LVTXVQRVHXVLWH$GG'LVTXV$GG

KWWSZZZPHLRHPHQVDJHPFRPEUKRPHPDUNHWLQJQRWLFLDV6XSHU%RZOXPDDXODSUDWLFDGHPDUNHWLQJKWPO



Вам также может понравиться