Artículos de revistas
Integrated communication in retail fashion: a study of integration between advertising and communication at the point of sale
Fecha
2013-03Registro en:
Journal of Arts and Humanities, Annapolis, v. 2, n. 2, p. 25-37, mar. 2013
2167-9045
Autor
Favero, Marcela Bortotti
Alvarez, Francisco Javier Sebastian Mendizabal
Institución
Resumen
This paper aims to verify if there is integration and consistency between the messages and positioning used in
communication campaigns propagated by television and print media in relation to existing communication at
point of sale, the major department stores of fashion. The study is based on the importance of communication
from the point of sale with in the compound of integrated communications. The research methodology involved
multiple case studies, and the stores surveyed were: C&A, Riachue lo and Marisa. Data collection took two steps:
mapping of communication actions at the point of sale through visits and research of television campaigns and
printed via virtual files. The analysis focused on the discourse promoted by the material and identified that there
is a consistency in the message and also the similarity of communication these brands