A PERCEPÇÃO DO UNIVERSITÁRIO SOBRE A PUBLICIDADE INSTITUCIONAL DE RESPONSABILIDADE SOCIAL EMPRESARIAL

• Autor(a) principal: Santana, Silvia Olga Knopfler
• Data de Publicação: 2007
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da METODISTA
• Texto Completo: http://tede.metodista.br/jspui/handle/tede/782
• topic: Comunicação,Campanha Institucional Propaganda, Publicidade, Responsabilidade Social; Communication, Institucional campaign, Advertising, Publicity, Social Responsible; CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO

Transmit an image of social responsible has each day more importance for companies. It is because a strong trademark is formed by much more than simple physical characters of the product or service, but by subjective values. This view shows the institutional advertising as a tendency, once it is an instrument which has the capacity to pass some intangible and subjective ideas. The objective of this study is verify if universities consider the social responsible of the companies important to form the trademark image of some products/services. The conceptual way that we use in this work was the functionalist school; specifically Lazarsfeld and Lasswell who looks for verify the effect of the communications with the public. For this, we did a quantity study with the technique of experience, it is, we move one variable to observe the effect caused. The experimental group received advertising with the argue that we are looking for while the control group received advertising from the same companies but with any other kind of argue. Comparing the groups we verify how the argue social responsibility impact the image of the company.(AU)