DAIC - Departamento Acadêmico de Informação e Comunicação
URI permanente desta comunidadehttps://ri.ifam.edu.br/handle/4321/657
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8 resultados
Resultados da Pesquisa
Item Resolvidro: desenvolvimento de nova identidade visual e plano de marketing para 2024(2023-12-12) Patricio, Ádria Nátaly da Silva; Bentes, Helena Karolina de Souza; Batista, Daniel Luiz dos Santos; http://lattes.cnpq.br/0809053848636996; Batista, Daniel Luiz dos Santos; http://lattes.cnpq.br/0809053848636996; Arruda, Éverton Moura; http://lattes.cnpq.br/8458855239132157; Lira, Wallace; http://lattes.cnpq.br/7834505234728150Technological progress has provided companies with various tools to maintain direct relationships with their customers, thus creating links and dialogues with their consumers, through the use of appropriate marketing strategies. This research aims to investigate the development of a new visual identity and the marketing plan for the year 2024, highlighting it as a positioning strategy in the face of market changes. For this work to take place, the participant in question was first informed about the research and its purposes, and allowed the use of the material generated through participation and responses during the interview. This research found that the company needs to adapt to new market dynamics, and that it needs to use different marketing strategies, so that it stands out compared to its competitors. For this reason, many of the marketing strategies and tools become important for this company to make its products/services available in the market and in the consumer's mind, not just meeting the needs of its customers. Therefore, it is necessary to recognize and importance the use of strategies, variables and tools, in order to ensure that your stay in the market is durable.Item Sou Manaus: um estudo sobre a evolução da identidade visual do festival(2023-12-12) Santos, Juliana Clicia Franco; Lima, Lisle Cauassa; Lira, Wallace; http://lattes.cnpq.br/7834505234728150; Lira, Wallace; http://lattes.cnpq.br/7834505234728150; Salgado, Andre Wilson Archer Pinto; http://lattes.cnpq.br/019774664073539; Silva, Washington Luiz Alves da; http://lattes.cnpq.br/1653372543560567The Sou Manaus Integrated Arts Festival proposes a new chapter in the history of tourism in the capital of Amazonas, and thus promotes the creative economy present in the region. The present work aims to focus attention on the transition process of the visual identity of the Festival Passo a Paço to Sou Manaus, through descriptive research and based on data collection carried out through a questionnaire made available to a portion of the public that attends or has already heard about the event. The analysis of the Sou Manaus brand allows us to highlight the importance of the festival for the people of Manaus who attend it and its visitors and how this public assimilates the message proposed by the elements and icons that make up the brand that carries concepts and inspiration in local culture.Item O poder das avaliações e comentários de clientes na formação de decisões de compra em ambientes digitais(2023-12-12) Cavalcante, Stepheson de Amorim; Botelho, Wandreow Rogger Queiroz; Arruda, Éverton Moura; http://lattes.cnpq.br/8458855239132157; Arruda, Éverton Moura; http://lattes.cnpq.br/8458855239132157; Lira, Wallace; http://lattes.cnpq.br/7834505234728150; Salgado, Andre Wilson Archer Pinto; http://lattes.cnpq.br/0197746640735395Nowadays, the commercial nature's relationship construction involves the need of properly managing the relationship established between client and negotiator, considering the potential impact caused by what is issued and stated within the relationship in general. It's a relationship model established in a secondary way, validated from the clear expression of personal manifestations related to the explanation of opinions about the product or service sold. Overall, it is understood that the posting of comments regarding the products or services negotiated promotes the consumer a better understanding of the environment in which it finds itself, and promotes the construction of an efficient relationship between negotiator and client consolidating it responsibly. The present work aims to evaluate, based in literature's review, the importance of customer's comments as an influencing factor in decisionmaking of purchasing power. For this, the concept of service is discussed in an analogous way, analyzing consumer relations and observing the principles and responsibility that must be present in consumer relations which are consolidated by virtual means. This work is built under the deductive mode of analysis establishing itself as an integrative literature review, and in its final considerations the understandings shown throughout the text are reiterated.Item O posicionamento dos bancos nas mídias ON e OFF durante a pandemia da Covid-19 no período de 2020 a 2022(2023-12-11) Queiroz, Jhulie Emily Linhares de; Lira, Wallace; http://lattes.cnpq.br/7834505234728150; Lira, Wallace; http://lattes.cnpq.br/7834505234728150; Arruda, Éverton Moura; http://lattes.cnpq.br/8458855239132157; Salgado, Andre Wilson Archer Pinto; http://lattes.cnpq.br/0197746640735395Item Fotografia microstock: análise de mercado e proposição do banco de imagem amazonense(2023-12-12) Tavares, Emilie dos Santos; Carneiro, Eltton Ricardo de Lima; http://lattes.cnpq.br/0292852098038514; Carneiro, Eltton Ricardo de Lima; http://lattes.cnpq.br/0292852098038514; Arruda, Éverton Moura; http://lattes.cnpq.br/8458855239132157; Salgado, Andre Wilson Archer Pinto; http://lattes.cnpq.br/0197746640735395Item Marketing viral no mercado cinematográfico do terror: um estudo de caso do filme M3GAN(2023-12-11) Silva, Igor Cordovil da; Lira, Wallace; http://lattes.cnpq.br/7834505234728150; Lira, Wallace; http://lattes.cnpq.br/7834505234728150; Arruda, Éverton Moura; http://lattes.cnpq.br/8458855239132157; Salgado, Andre Wilson Archer Pinto; http://lattes.cnpq.br/0197746640735395This work seeks to understand the viral marketing strategy used in the promotion of the film M3GAN (2023), associating the contribution of external factors that shaped the film industry, especially horror, suspense and horror films, in their forms of dissemination, ranging from word of mouth marketing to viral marketing. Through bibliographical research, a case study of an exploratory nature was carried out, which made it possible to find concepts and associate them with films of the aforementioned genres. It was possible to approach in a qualitative way the concepts of viral marketing, the way in which cinema was evolving, and consequently, its means of reaching the public through viral actions. Therefore, it was found that understanding the external factors and associating them with M3GAN's viral campaign resulted in the film's positive performance on the market, transforming it into one of the most profitable low-budget horror films in recent years, reaching a young audience. , directly or indirectly, highly connected and diverse.Item Marketing social e educação ambiental: análise de campanhas publicitárias e outras iniciativas públicas contra a poluição hídrica em Manaus(2023-12-12) Procópio, João Vítor Lima; Carneiro, Eltton Ricardo de Lima; http://lattes.cnpq.br/0292852098038514; Carneiro, Eltton Ricardo de Lima; http://lattes.cnpq.br/0292852098038514; Arruda, Éverton Moura; http://lattes.cnpq.br/8458855239132157; Salgado, Andre Wilson Archer Pinto; http://lattes.cnpq.br/0197746640735395; Santos, Valclides Kid Fernandes dos; http://lattes.cnpq.br/7902062389125321Manaus' urbanization was marked by igarapé3 -alterating processes, through channeling and embankments, which began in the nineteenth century, as well as through human occupation on its riverbanks, dumping of sewage and garbage. In this context, the following municipal measures of urban solid waste (USW) 4 management were analyzed: cleaning of shores and streams, garbage men of joy, voluntary delivery points, scheduled collection of large objects and dismantling of inappropriate trash cans. The research is explanatory, bibliographic, qualitative and quantitative with a questionnaire application by volunteering. In their textual and visual aspects, the environmental education campaigns presented restrain pollution of water resources, highlight the negative consequences of this action, and also publicize the municipal services mentioned above. In addition, social marketing’s ability to change values and mediate behaviors that lead to environmental education and conscious consumption was verified. Finally, was observed the need for overt, continuous and multimedia environmental social marketing campaigns to combat river pollution in Manaus.Item A humanização como estratégia de marketing no Instagram: estudo de caso da marca da boca rosa beauty(2023-12-12) Monteiro, Dara Flávia Santos; Batista, Geovanna Luíza Côrrea; Batista, Daniel Luiz dos Santos; http://lattes.cnpq.br/0809053848636996; Batista, Daniel Luiz dos Santos; http://lattes.cnpq.br/0809053848636996; Arruda, Éverton Moura; http://lattes.cnpq.br/8458855239132157; Wallace, Lira; http://lattes.cnpq.br/7834505234728150The main objective of this study is to understand the humanization strategy of Boca Rosa Beauty on Instagram. The delimitation of the theme is centered on: identifying the brand’s marketing strategies during the reality show; analyzing the brand’s humanization strategies on Instagram three months after its elimination from the reality show; and comparing the humanization strategy with another beauty brand on the same platform. For this purpose, pieces from Boca Rosa Beauty published on Instagram were selected, from January 21, 2020 to February 25, 2020, and from February 26, 2020 to May 26 of the same year. With the intention of understanding the humanization strategy of Boca Rosa Beauty on Instagram during and after the elimination of the CEO and her great success that extends to current times. To support this research, a brief theoretical review is carried out involving emotional marketing, color psychology, media convergence, brand positioning, transmedia narrative, public recognition, consumer connectivity, product personification, content marketing, and posting frequency. In the analysis of Boca Rosa Beauty’s Instagram and its owner Bianca Andrade, actions were identified that generated value in the experiences that Bianca lived during the program, the influence of the public through colors, the recognition of the audience as a strategy to make the consumer feel part of the brand, like an ambassador, experiential connectivity which is the depth of the connection between customers and brands, the strategy of personifying products, authentic communication with consumers, and useful content. Making the necessary adjustments, this experience produces knowledge and especially confirmation regarding the use of digital media, which makes it possible to increase the brand’s reach, more easily reach market niches, and generate proximity to the public and value in the product.