Determining the Budget of Marketing Communication in Big Advertisers

Detalhes bibliográficos
Autor(a) principal: Galão, Fabiano Palhares
Data de Publicação: 2015
Outros Autores: Crescitelli, Edson
Tipo de documento: Artigo
Idioma: por
Título da fonte: REMark - Revista Brasileira de Marketing
Texto Completo: https://periodicos.uninove.br/remark/article/view/12096
Resumo: This study aims to analyze the criteria and procedures adopted by companies for determining the budget communication. Specifically, we intend to identify how companies organize the system of deciding the budget and deal with the budget cuts throughout the process of implementation of promotional activities. The data collection involved in-depth interviews conducted with communications professionals from ten companies belonging to the ranking of the 300 largest advertisers in Brazil. As data analysis technique, we have chosen content analysis. The main results showed little or no participation by the communication manager's final decision on the budget area, the lack of criteria to justify budget cuts during the promotional period and the adoption by firms of judgment methods and percentage of sales to determine the budget amount of communication
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spelling Determining the Budget of Marketing Communication in Big AdvertisersA Determinação do Orçamento da Comunicação de Marketing em Grandes AnunciantesMarketing Communication; Communication Budget; Investments in Communication.Marketing; Comunicação de MarketingThis study aims to analyze the criteria and procedures adopted by companies for determining the budget communication. Specifically, we intend to identify how companies organize the system of deciding the budget and deal with the budget cuts throughout the process of implementation of promotional activities. The data collection involved in-depth interviews conducted with communications professionals from ten companies belonging to the ranking of the 300 largest advertisers in Brazil. As data analysis technique, we have chosen content analysis. The main results showed little or no participation by the communication manager's final decision on the budget area, the lack of criteria to justify budget cuts during the promotional period and the adoption by firms of judgment methods and percentage of sales to determine the budget amount of communication O objetivo do estudo analisar os critrios e processos adotados pelas empresas para a determinao do oramento da comunicao. De forma especfica, pretende-se identificar como as empresas organizam o sistema de deciso do oramento e lidam com os cortes de verba ao longo do processo de implementao das atividades promocionais. Os dados da pesquisa emprica foram coletados por meio de entrevistas em profundidade realizada com profissionais da rea de comunicao de dez empresas pertencentes ao ranking dos 300 maiores anunciantes do Brasil. Como tcnica de anlise dos dados optou-se pela anlise de contedo. Os principais resultados apontaram a pouca ou nenhuma participao do gestor da comunicao na deciso final do oramento da rea, a falta de critrios para justificar os cortes de verba durante o perodo promocional e a adoo por boa parte das empresas dos mtodos de julgamento e percentual de vendas para determinar o valor do oramento da comunicao. Universidade Nove de Julho - Uninove2015-09-28info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1209610.5585/remark.v14i3.2828ReMark - Revista Brasileira de Marketing; v. 14, n. 3 (2015): Julho - Setembro; 335-3492177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/12096/5741Direitos autorais 2019 Revista Brasileira de Marketing – Remarkinfo:eu-repo/semantics/openAccessGalão, Fabiano PalharesCrescitelli, Edson2022-01-18T15:45:00Zoai:https://periodicos.uninove.br:article/12096Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2022-01-18T15:45REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false
dc.title.none.fl_str_mv Determining the Budget of Marketing Communication in Big Advertisers
A Determinação do Orçamento da Comunicação de Marketing em Grandes Anunciantes
title Determining the Budget of Marketing Communication in Big Advertisers
spellingShingle Determining the Budget of Marketing Communication in Big Advertisers
Galão, Fabiano Palhares
Marketing Communication; Communication Budget; Investments in Communication.
Marketing; Comunicação de Marketing
title_short Determining the Budget of Marketing Communication in Big Advertisers
title_full Determining the Budget of Marketing Communication in Big Advertisers
title_fullStr Determining the Budget of Marketing Communication in Big Advertisers
title_full_unstemmed Determining the Budget of Marketing Communication in Big Advertisers
title_sort Determining the Budget of Marketing Communication in Big Advertisers
author Galão, Fabiano Palhares
author_facet Galão, Fabiano Palhares
Crescitelli, Edson
author_role author
author2 Crescitelli, Edson
author2_role author
dc.contributor.author.fl_str_mv Galão, Fabiano Palhares
Crescitelli, Edson
dc.subject.por.fl_str_mv Marketing Communication; Communication Budget; Investments in Communication.
Marketing; Comunicação de Marketing
topic Marketing Communication; Communication Budget; Investments in Communication.
Marketing; Comunicação de Marketing
description This study aims to analyze the criteria and procedures adopted by companies for determining the budget communication. Specifically, we intend to identify how companies organize the system of deciding the budget and deal with the budget cuts throughout the process of implementation of promotional activities. The data collection involved in-depth interviews conducted with communications professionals from ten companies belonging to the ranking of the 300 largest advertisers in Brazil. As data analysis technique, we have chosen content analysis. The main results showed little or no participation by the communication manager's final decision on the budget area, the lack of criteria to justify budget cuts during the promotional period and the adoption by firms of judgment methods and percentage of sales to determine the budget amount of communication
publishDate 2015
dc.date.none.fl_str_mv 2015-09-28
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Avaliado por Pares
Peer-reviewed Article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.uninove.br/remark/article/view/12096
10.5585/remark.v14i3.2828
url https://periodicos.uninove.br/remark/article/view/12096
identifier_str_mv 10.5585/remark.v14i3.2828
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://periodicos.uninove.br/remark/article/view/12096/5741
dc.rights.driver.fl_str_mv Direitos autorais 2019 Revista Brasileira de Marketing – Remark
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Direitos autorais 2019 Revista Brasileira de Marketing – Remark
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
dc.source.none.fl_str_mv ReMark - Revista Brasileira de Marketing; v. 14, n. 3 (2015): Julho - Setembro; 335-349
2177-5184
reponame:REMark - Revista Brasileira de Marketing
instname:Universidade Nove de Julho (UNINOVE)
instacron:RBM
instname_str Universidade Nove de Julho (UNINOVE)
instacron_str RBM
institution RBM
reponame_str REMark - Revista Brasileira de Marketing
collection REMark - Revista Brasileira de Marketing
repository.name.fl_str_mv REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)
repository.mail.fl_str_mv claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org
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