MARKETING E DESIGN: INTEGRADOS POR UMA MELHOR CAMPANHA PUBLICITÁRIA
Journal Title: Revista Competência - Year 2011, Vol 4, Issue 2
Abstract
Strategy and creativity are essential to the success of a product or service and therefore of a company. So the areas of marketing and design need to act in an integrated way resulting in better performance in the process and the fi nal result of an advertising campaign. Th is study aims to understand these two areas and verify if they are both working in an integrated way, how this integration comes about and how it infl uences the process of creating an advertising campaign. In a study of multiple cases, respondents were professional communicators in advertising agencies, for it is likely that these have unbiased view on the subject and are better able to identify the relationship between the areas. Th e results obtained indicate that the research is of great importance to strategic integration between the areas of marketing and design since these deliver better results in advertising campaigns. But this integration still occurs mainly in large companies, especially given the lack of strategy and communication between the areas.
Authors and Affiliations
Helena Ricardo Legunes Daniel Pedro Puffal
Keywords
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- EP ID EP677171
- DOI https://doi.org/10.24936/2177-4986.v4n2.2011.75
- Views 221
- Downloads 0
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