Las empresas hoy en día deben de luchar por crear vínculos con los consumidores, generando campañas de imagen, posicionamiento y recordación para que por medio de estas variables se tenga con precisión el estado actual ...

O mercado de publicidade e comunicação está passando por uma das décadas de maior mudança e desafios, com uma guerra fria entre mídia programática, a qual vem carregada de funções e atribuições para atingir os KPI’s (Key ...

Event Marketing represents a common promotional strategy that involves direct contact between brands and consumers at special events, namely concerts, festivals, sporting events and fairs. Brands have been investing in ...

The complexity of food supply chains (FSCs) is one of the factors that increase the vulnerability of companies to internal, external and environmental risks, causing different types of recalls, such as failures in product ...

Advertising has flooded every aspect of the lives of individuals, brands deploy depersonalized and intrusive strategies, but above all, ineffective. Billboards on the street, on buses, ads on YouTube or Tiktok; increasingly ...

Product or brand placement, the integration of brand/products into TV programs/films, is one of the most controversial forms of promotion. Based on its embedded character, the European Union promulgated in 2010 a norm that ...

Product or brand placement, the integration of brand/products into TV programs/films, is one of the most controversial forms of promotion. Based on its embedded character, the European Union promulgated in 2010 a norm that ...

The advent of web 2.0 has transformed the internet into a multidirectional channel, changing the way consumers relate to companies (JAFFE, 2006). In this context interactivity has become essential for companies to be able ...

Objective: This article aimed to explain the generated effect of advergaming strategies in the attitude of the players towards the brand, as well as the recall of the brand. Method: Were compared the ...