O patrocÃnio de empresas a clubes do futebol cearense: um estudo de caso.
Autor(a) principal: | |
---|---|
Data de Publicação: | 2005 |
Tipo de documento: | Dissertação |
Idioma: | por |
Título da fonte: | Biblioteca Digital de Teses e Dissertações da UFC |
Texto Completo: | http://www.teses.ufc.br/tde_busca/arquivo.php?codArquivo=15435 |
Resumo: | The present study analyses, on its content the sports sponsorship made in two football teams of CearÃ, the Cearà Sporting Club and the Fortaleza Sports Club, by four private enterprises, Construtora Mapec Ltda, Construtora Nossa Senhora de FÃtima Ltda, Santana TÃxtil do Brasil and Hapvida Lda, in the past ten years. Its main goal is to investigate the benefits that the sports sponsorship brought to the researched enterprises, the reasons that lead them to choose this kind of comunication media and if there was some sort of planning to its adoption. It searches, also, to identify if it had been any evaluation made by those organisations, relating to the return of the sports sponsorship, as also classify in wich step of the sponsorship development those enterprises are. It is talked about concepts, classifications, characteristics, planning, selection procedures and media goals. Analise the sides of sponsorship and of (mecenato) throught is history, concepts, nature, search of success, researches and evaluation. Justify, taking as basis the theorethycal inquires presented by several authors and the reason of the methodological aplication used. At the end, it evidences that the sports sponsorship of Cearà teams has developed as the years go by. Since the first studies, in the 1990 decade until today, the sponsorship enterprises stopped watching sponsorship as (mecenato), when doesnât demand counter-strikes of its investments and started to understand that sports sponsorship could be used as an important way of media in order to reach its marketing aims, through the wide spread of its brand to the mass market. So it verifies with this study, that the sponsorship is used by enterprises as a marketing strategy, using it with sponsor actions in promotions, sales and institucional, expecting some return. Meanhile, those enterprises should develop better their sponsorship researches made in the Teams in order to have a wider and precise evaluation of the researched results, as a way to reach bigger counter-strikes of the invested money. |
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info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisO patrocÃnio de empresas a clubes do futebol cearense: um estudo de caso.The sponsoring companies Cearà football clubs: a case study.2005-09-16Luiz Carlos Murakami01310173818http://lattes.cnpq.br/6835466970889241Ana VlÃdia Cabral Sobral46118608334http://lattes.cnpq.br/563344700719525939091961368 http://lattes.cnpq.br/2158457503468637Fernando ClÃmaco Ferraro Bezerra Universidade Federal do CearÃPrograma de PÃs-GraduaÃÃo em AdministraÃÃo e ControladoriaUFCBRmÃdia patrocÃnio esportivo marketingmedia sports sponsorship marketingADMINISTRACAOThe present study analyses, on its content the sports sponsorship made in two football teams of CearÃ, the Cearà Sporting Club and the Fortaleza Sports Club, by four private enterprises, Construtora Mapec Ltda, Construtora Nossa Senhora de FÃtima Ltda, Santana TÃxtil do Brasil and Hapvida Lda, in the past ten years. Its main goal is to investigate the benefits that the sports sponsorship brought to the researched enterprises, the reasons that lead them to choose this kind of comunication media and if there was some sort of planning to its adoption. It searches, also, to identify if it had been any evaluation made by those organisations, relating to the return of the sports sponsorship, as also classify in wich step of the sponsorship development those enterprises are. It is talked about concepts, classifications, characteristics, planning, selection procedures and media goals. Analise the sides of sponsorship and of (mecenato) throught is history, concepts, nature, search of success, researches and evaluation. Justify, taking as basis the theorethycal inquires presented by several authors and the reason of the methodological aplication used. At the end, it evidences that the sports sponsorship of Cearà teams has developed as the years go by. Since the first studies, in the 1990 decade until today, the sponsorship enterprises stopped watching sponsorship as (mecenato), when doesnât demand counter-strikes of its investments and started to understand that sports sponsorship could be used as an important way of media in order to reach its marketing aims, through the wide spread of its brand to the mass market. So it verifies with this study, that the sponsorship is used by enterprises as a marketing strategy, using it with sponsor actions in promotions, sales and institucional, expecting some return. Meanhile, those enterprises should develop better their sponsorship researches made in the Teams in order to have a wider and precise evaluation of the researched results, as a way to reach bigger counter-strikes of the invested money.A presente dissertaÃÃo analisa, em seu conteÃdo, o patrocÃnio esportivo realizado em dois clubes do futebol cearense, o Cearà Sporting Clube e o Fortaleza Esporte Clube, por quatro empresas da iniciativa privada, Construtora Mapec Ltda, Construtora Nossa Senhora de FÃtima Ltda, Santana TÃxtil do Brasil Ltda e Hapvida Ltda, nos Ãltimos 10 anos. Sua principal finalidade à investigar os benefÃcios que o patrocÃnio esportivo proporcionou Ãs empresas pesquisadas, os motivos que as levaram a escolher este tipo de mÃdia e se houve algum tipo de planejamento para a sua adoÃÃo. Procura, tambÃm, identificar se houve alguma avaliaÃÃo realizada por essas organizaÃÃes em relaÃÃo ao retorno do patrocÃnio esportivo, bem como classificar em qual etapa do desenvolvimento do patrocÃnio essas empresas estÃo inseridas. Discorre sobre conceitos, classificaÃÃo, caracterÃsticas, planejamento, processos de seleÃÃo e objetivos de mÃdia. Analisa aspectos do patrocÃnio e do mecenato quanto ao histÃrico, conceitos, natureza, busca do sucesso, pesquisas e avaliaÃÃo. Justifica, tomando como base as formulaÃÃes teÃricas apresentadas por diversos autores, o motivo de aplicaÃÃo da metodologia utilizada. Ao final, constataremos que o patrocÃnio esportivo dos clubes cearenses evoluiu com o passar dos anos. Desde os primeiros, na dÃcada de 1990, atà hoje, as empresas patrocinadoras deixaram de ver o patrocÃnio como um mecenato, em que nÃo exigiam a contra-partida de seus investimentos, e passaram a compreender que o patrocÃnio esportivo poderia ser utilizado como uma importante mÃdia para alcanÃar seus objetivos de marketing, mediante ampla divulgaÃÃo de sua marca no mercado de massa. Assim, verifica-se com o presente estudo, que o patrocÃnio jà à utilizado pelas empresas como estratÃgia de marketing, em promoÃÃes de vendas e institucional, com uma expectativa de retorno financeiro e de melhoria de imagem. Observa-se que as empresas deveriam desenvolver melhor suas pesquisas sobre o patrocÃnio realizado nos clubes para a obtenÃÃo de uma avaliaÃÃo mais abrangente e precisa dos resultados alcanÃados, como forma de conseguir maior retorno do capital investido.http://www.teses.ufc.br/tde_busca/arquivo.php?codArquivo=15435application/pdfinfo:eu-repo/semantics/openAccessporreponame:Biblioteca Digital de Teses e Dissertações da UFCinstname:Universidade Federal do Cearáinstacron:UFC2019-01-21T11:28:40Zmail@mail.com - |
dc.title.pt.fl_str_mv |
O patrocÃnio de empresas a clubes do futebol cearense: um estudo de caso. |
dc.title.alternative.en.fl_str_mv |
The sponsoring companies Cearà football clubs: a case study. |
title |
O patrocÃnio de empresas a clubes do futebol cearense: um estudo de caso. |
spellingShingle |
O patrocÃnio de empresas a clubes do futebol cearense: um estudo de caso. Fernando ClÃmaco Ferraro Bezerra mÃdia patrocÃnio esportivo marketing media sports sponsorship marketing ADMINISTRACAO |
title_short |
O patrocÃnio de empresas a clubes do futebol cearense: um estudo de caso. |
title_full |
O patrocÃnio de empresas a clubes do futebol cearense: um estudo de caso. |
title_fullStr |
O patrocÃnio de empresas a clubes do futebol cearense: um estudo de caso. |
title_full_unstemmed |
O patrocÃnio de empresas a clubes do futebol cearense: um estudo de caso. |
title_sort |
O patrocÃnio de empresas a clubes do futebol cearense: um estudo de caso. |
author |
Fernando ClÃmaco Ferraro Bezerra |
author_facet |
Fernando ClÃmaco Ferraro Bezerra |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Luiz Carlos Murakami |
dc.contributor.advisor1ID.fl_str_mv |
01310173818 |
dc.contributor.advisor1Lattes.fl_str_mv |
http://lattes.cnpq.br/6835466970889241 |
dc.contributor.referee1.fl_str_mv |
Ana VlÃdia Cabral Sobral |
dc.contributor.referee1ID.fl_str_mv |
46118608334 |
dc.contributor.referee1Lattes.fl_str_mv |
http://lattes.cnpq.br/5633447007195259 |
dc.contributor.authorID.fl_str_mv |
39091961368 |
dc.contributor.authorLattes.fl_str_mv |
http://lattes.cnpq.br/2158457503468637 |
dc.contributor.author.fl_str_mv |
Fernando ClÃmaco Ferraro Bezerra |
contributor_str_mv |
Luiz Carlos Murakami Ana VlÃdia Cabral Sobral |
dc.subject.por.fl_str_mv |
mÃdia patrocÃnio esportivo marketing |
topic |
mÃdia patrocÃnio esportivo marketing media sports sponsorship marketing ADMINISTRACAO |
dc.subject.eng.fl_str_mv |
media sports sponsorship marketing |
dc.subject.cnpq.fl_str_mv |
ADMINISTRACAO |
dc.description.abstract.por.fl_txt_mv |
The present study analyses, on its content the sports sponsorship made in two football teams of CearÃ, the Cearà Sporting Club and the Fortaleza Sports Club, by four private enterprises, Construtora Mapec Ltda, Construtora Nossa Senhora de FÃtima Ltda, Santana TÃxtil do Brasil and Hapvida Lda, in the past ten years. Its main goal is to investigate the benefits that the sports sponsorship brought to the researched enterprises, the reasons that lead them to choose this kind of comunication media and if there was some sort of planning to its adoption. It searches, also, to identify if it had been any evaluation made by those organisations, relating to the return of the sports sponsorship, as also classify in wich step of the sponsorship development those enterprises are. It is talked about concepts, classifications, characteristics, planning, selection procedures and media goals. Analise the sides of sponsorship and of (mecenato) throught is history, concepts, nature, search of success, researches and evaluation. Justify, taking as basis the theorethycal inquires presented by several authors and the reason of the methodological aplication used. At the end, it evidences that the sports sponsorship of Cearà teams has developed as the years go by. Since the first studies, in the 1990 decade until today, the sponsorship enterprises stopped watching sponsorship as (mecenato), when doesnât demand counter-strikes of its investments and started to understand that sports sponsorship could be used as an important way of media in order to reach its marketing aims, through the wide spread of its brand to the mass market. So it verifies with this study, that the sponsorship is used by enterprises as a marketing strategy, using it with sponsor actions in promotions, sales and institucional, expecting some return. Meanhile, those enterprises should develop better their sponsorship researches made in the Teams in order to have a wider and precise evaluation of the researched results, as a way to reach bigger counter-strikes of the invested money. A presente dissertaÃÃo analisa, em seu conteÃdo, o patrocÃnio esportivo realizado em dois clubes do futebol cearense, o Cearà Sporting Clube e o Fortaleza Esporte Clube, por quatro empresas da iniciativa privada, Construtora Mapec Ltda, Construtora Nossa Senhora de FÃtima Ltda, Santana TÃxtil do Brasil Ltda e Hapvida Ltda, nos Ãltimos 10 anos. Sua principal finalidade à investigar os benefÃcios que o patrocÃnio esportivo proporcionou Ãs empresas pesquisadas, os motivos que as levaram a escolher este tipo de mÃdia e se houve algum tipo de planejamento para a sua adoÃÃo. Procura, tambÃm, identificar se houve alguma avaliaÃÃo realizada por essas organizaÃÃes em relaÃÃo ao retorno do patrocÃnio esportivo, bem como classificar em qual etapa do desenvolvimento do patrocÃnio essas empresas estÃo inseridas. Discorre sobre conceitos, classificaÃÃo, caracterÃsticas, planejamento, processos de seleÃÃo e objetivos de mÃdia. Analisa aspectos do patrocÃnio e do mecenato quanto ao histÃrico, conceitos, natureza, busca do sucesso, pesquisas e avaliaÃÃo. Justifica, tomando como base as formulaÃÃes teÃricas apresentadas por diversos autores, o motivo de aplicaÃÃo da metodologia utilizada. Ao final, constataremos que o patrocÃnio esportivo dos clubes cearenses evoluiu com o passar dos anos. Desde os primeiros, na dÃcada de 1990, atà hoje, as empresas patrocinadoras deixaram de ver o patrocÃnio como um mecenato, em que nÃo exigiam a contra-partida de seus investimentos, e passaram a compreender que o patrocÃnio esportivo poderia ser utilizado como uma importante mÃdia para alcanÃar seus objetivos de marketing, mediante ampla divulgaÃÃo de sua marca no mercado de massa. Assim, verifica-se com o presente estudo, que o patrocÃnio jà à utilizado pelas empresas como estratÃgia de marketing, em promoÃÃes de vendas e institucional, com uma expectativa de retorno financeiro e de melhoria de imagem. Observa-se que as empresas deveriam desenvolver melhor suas pesquisas sobre o patrocÃnio realizado nos clubes para a obtenÃÃo de uma avaliaÃÃo mais abrangente e precisa dos resultados alcanÃados, como forma de conseguir maior retorno do capital investido. |
description |
The present study analyses, on its content the sports sponsorship made in two football teams of CearÃ, the Cearà Sporting Club and the Fortaleza Sports Club, by four private enterprises, Construtora Mapec Ltda, Construtora Nossa Senhora de FÃtima Ltda, Santana TÃxtil do Brasil and Hapvida Lda, in the past ten years. Its main goal is to investigate the benefits that the sports sponsorship brought to the researched enterprises, the reasons that lead them to choose this kind of comunication media and if there was some sort of planning to its adoption. It searches, also, to identify if it had been any evaluation made by those organisations, relating to the return of the sports sponsorship, as also classify in wich step of the sponsorship development those enterprises are. It is talked about concepts, classifications, characteristics, planning, selection procedures and media goals. Analise the sides of sponsorship and of (mecenato) throught is history, concepts, nature, search of success, researches and evaluation. Justify, taking as basis the theorethycal inquires presented by several authors and the reason of the methodological aplication used. At the end, it evidences that the sports sponsorship of Cearà teams has developed as the years go by. Since the first studies, in the 1990 decade until today, the sponsorship enterprises stopped watching sponsorship as (mecenato), when doesnât demand counter-strikes of its investments and started to understand that sports sponsorship could be used as an important way of media in order to reach its marketing aims, through the wide spread of its brand to the mass market. So it verifies with this study, that the sponsorship is used by enterprises as a marketing strategy, using it with sponsor actions in promotions, sales and institucional, expecting some return. Meanhile, those enterprises should develop better their sponsorship researches made in the Teams in order to have a wider and precise evaluation of the researched results, as a way to reach bigger counter-strikes of the invested money. |
publishDate |
2005 |
dc.date.issued.fl_str_mv |
2005-09-16 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
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publishedVersion |
format |
masterThesis |
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http://www.teses.ufc.br/tde_busca/arquivo.php?codArquivo=15435 |
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http://www.teses.ufc.br/tde_busca/arquivo.php?codArquivo=15435 |
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por |
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por |
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info:eu-repo/semantics/openAccess |
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openAccess |
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application/pdf |
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Universidade Federal do Cearà |
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Programa de PÃs-GraduaÃÃo em AdministraÃÃo e Controladoria |
dc.publisher.initials.fl_str_mv |
UFC |
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BR |
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Universidade Federal do Cearà |
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Biblioteca Digital de Teses e Dissertações da UFC |
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Biblioteca Digital de Teses e Dissertações da UFC |
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Universidade Federal do Ceará |
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UFC |
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UFC |
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mail@mail.com |
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1643295211407802368 |