Celebrity endorsement advertising campaign : can celebrity endorsement change PT Comunicações customer’s negative predisposition to the brand?
Autor(a) principal: | |
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Data de Publicação: | 2012 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/15677 |
Resumo: | This marketing teaching case study aimed to understand how an incumbent company in the Portuguese telecommunication sector dealt with the increase in market competition. Despite the liberalization of telecommunication market in 2000, PT Comunicações, a company of Portugal Telecom Group was still understood as a monopolist and arrogant brand by its customers in the beginning of 2006. In this scenario, PT Comunicações marketing managers knew that it was urgent to change the communication strategy followed up until that moment if PT Comunicações wanted to maintain the leadership in the market. Thereafter, was developed a new endorsement advertising campaign with humorist group Gato Fedorento. The purpose of this case study is to act as teaching tool. Students are confronted with real business life situation of understanding if using the mix of humor and celebrity endorsement in advertising campaigns was the best communication strategy to follow. |
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Celebrity endorsement advertising campaign : can celebrity endorsement change PT Comunicações customer’s negative predisposition to the brand?Domínio/Área Científica::Ciências Sociais::Economia e GestãoThis marketing teaching case study aimed to understand how an incumbent company in the Portuguese telecommunication sector dealt with the increase in market competition. Despite the liberalization of telecommunication market in 2000, PT Comunicações, a company of Portugal Telecom Group was still understood as a monopolist and arrogant brand by its customers in the beginning of 2006. In this scenario, PT Comunicações marketing managers knew that it was urgent to change the communication strategy followed up until that moment if PT Comunicações wanted to maintain the leadership in the market. Thereafter, was developed a new endorsement advertising campaign with humorist group Gato Fedorento. The purpose of this case study is to act as teaching tool. Students are confronted with real business life situation of understanding if using the mix of humor and celebrity endorsement in advertising campaigns was the best communication strategy to follow.Assunção, João Borges deOliveira, Sandra Miranda deVeritati - Repositório Institucional da Universidade Católica PortuguesaSousa, Patrícia Marta de2014-11-17T09:51:37Z2012-08-1420122012-08-14T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/15677enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-09-05T01:36:52Zoai:repositorio.ucp.pt:10400.14/15677Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:13:02.762410Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Celebrity endorsement advertising campaign : can celebrity endorsement change PT Comunicações customer’s negative predisposition to the brand? |
title |
Celebrity endorsement advertising campaign : can celebrity endorsement change PT Comunicações customer’s negative predisposition to the brand? |
spellingShingle |
Celebrity endorsement advertising campaign : can celebrity endorsement change PT Comunicações customer’s negative predisposition to the brand? Sousa, Patrícia Marta de Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Celebrity endorsement advertising campaign : can celebrity endorsement change PT Comunicações customer’s negative predisposition to the brand? |
title_full |
Celebrity endorsement advertising campaign : can celebrity endorsement change PT Comunicações customer’s negative predisposition to the brand? |
title_fullStr |
Celebrity endorsement advertising campaign : can celebrity endorsement change PT Comunicações customer’s negative predisposition to the brand? |
title_full_unstemmed |
Celebrity endorsement advertising campaign : can celebrity endorsement change PT Comunicações customer’s negative predisposition to the brand? |
title_sort |
Celebrity endorsement advertising campaign : can celebrity endorsement change PT Comunicações customer’s negative predisposition to the brand? |
author |
Sousa, Patrícia Marta de |
author_facet |
Sousa, Patrícia Marta de |
author_role |
author |
dc.contributor.none.fl_str_mv |
Assunção, João Borges de Oliveira, Sandra Miranda de Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Sousa, Patrícia Marta de |
dc.subject.por.fl_str_mv |
Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
This marketing teaching case study aimed to understand how an incumbent company in the Portuguese telecommunication sector dealt with the increase in market competition. Despite the liberalization of telecommunication market in 2000, PT Comunicações, a company of Portugal Telecom Group was still understood as a monopolist and arrogant brand by its customers in the beginning of 2006. In this scenario, PT Comunicações marketing managers knew that it was urgent to change the communication strategy followed up until that moment if PT Comunicações wanted to maintain the leadership in the market. Thereafter, was developed a new endorsement advertising campaign with humorist group Gato Fedorento. The purpose of this case study is to act as teaching tool. Students are confronted with real business life situation of understanding if using the mix of humor and celebrity endorsement in advertising campaigns was the best communication strategy to follow. |
publishDate |
2012 |
dc.date.none.fl_str_mv |
2012-08-14 2012 2012-08-14T00:00:00Z 2014-11-17T09:51:37Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.14/15677 |
url |
http://hdl.handle.net/10400.14/15677 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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1799131807766020096 |