Does live marketing exist? Reflections about overlappings and tensions with advertising

Detalhes bibliográficos
Autor(a) principal: Abreu, Fernanda Ferreira de
Data de Publicação: 2018
Tipo de documento: Artigo
Idioma: por
Título da fonte: Signos do Consumo
Texto Completo: https://www.revistas.usp.br/signosdoconsumo/article/view/127372
Resumo: In contemporary times, marked by the multiplication and fragmentation of opportunities to contact with consumers, the relationship between advertising and other communication tools becomes more complex. This article reflects on live marketing, term that became used in Brazilian market in recent years as an update of promotional marketing. It is perceived that live marketing is defined opposed to advertising, and the validity of this separation is discussed considering a context in which advertising itself is transformed.
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spelling Does live marketing exist? Reflections about overlappings and tensions with advertising¿Hay live marketing? Reflexiones sobre imbricaciones y tensiones con la publicidadLive marketing existe? Reflexões sobre imbricamentos e tensões com a publicidadeLive marketingPublicidadeCiberpublicidadeComunicação integrada de marketingEcossistema publicitárioLive marketingAdvertisingCyber advertisingIntegrated marketing communicationAdvertising ecosystemLive marketingPublicidadCiberpublicidadComunicación integrada de marketingEcosistema publicitarioIn contemporary times, marked by the multiplication and fragmentation of opportunities to contact with consumers, the relationship between advertising and other communication tools becomes more complex. This article reflects on live marketing, term that became used in Brazilian market in recent years as an update of promotional marketing. It is perceived that live marketing is defined opposed to advertising, and the validity of this separation is discussed considering a context in which advertising itself is transformed.En la época contemporánea, marcada por la multiplicación y la fragmentación de las oportunidades de contacto con el público consumidor, la relación de la publicidad con otras herramientas de comunicación se hace más compleja. En este artículo se reflexiona sobre el término live marketing, que llegó a ser utilizado en el mercado brasileño en los últimos años como una actualización de marketing promocional. Se observa que el live marketing se define en oposición a la publicidad y se discute la validez de esa separación a la vista del contexto en el que se transforma la propia publicidad.Na contemporaneidade, marcada pela multiplicação e fragmentação de oportunidades de contato com os públicos consumidores, complexifica-se a relação da publicidade com as demais ferramentas de comunicação. Este artigo reflete sobre o live marketing, termo que passou a ser utilizado no mercado brasileiro nos últimos anos como uma atualização de marketing promocional. Percebe-se que o live marketing se define em oposição à publicidade, e discute-se a validade dessa separação tendo em vista um contexto em que a própria publicidade se transforma.Universidade de São Paulo. Escola de Comunicações e Artes2018-01-15info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionArtigo não avaliado pelos paresapplication/pdfhttps://www.revistas.usp.br/signosdoconsumo/article/view/12737210.11606/issn.1984-5057.v10i1p4-14Signos do Consumo; v. 10 n. 1 (2018): Consumo, tecnologia e redes sociais: apps, 3D e emoticons em análise; 4-141984-5057reponame:Signos do Consumoinstname:Universidade de São Paulo (USP)instacron:USPporhttps://www.revistas.usp.br/signosdoconsumo/article/view/127372/138325Copyright (c) 2018 Fernanda Ferreira de Abreuinfo:eu-repo/semantics/openAccessAbreu, Fernanda Ferreira de2019-04-01T12:52:12Zoai:revistas.usp.br:article/127372Revistahttps://www.revistas.usp.br/signosdoconsumoPUBhttps://www.revistas.usp.br/signosdoconsumo/oairevistasignosdoconsumo@usp.br||revistasignosdoconsumo@usp.br1984-50571984-5057opendoar:2019-04-01T12:52:12Signos do Consumo - Universidade de São Paulo (USP)false
dc.title.none.fl_str_mv Does live marketing exist? Reflections about overlappings and tensions with advertising
¿Hay live marketing? Reflexiones sobre imbricaciones y tensiones con la publicidad
Live marketing existe? Reflexões sobre imbricamentos e tensões com a publicidade
title Does live marketing exist? Reflections about overlappings and tensions with advertising
spellingShingle Does live marketing exist? Reflections about overlappings and tensions with advertising
Abreu, Fernanda Ferreira de
Live marketing
Publicidade
Ciberpublicidade
Comunicação integrada de marketing
Ecossistema publicitário
Live marketing
Advertising
Cyber advertising
Integrated marketing communication
Advertising ecosystem
Live marketing
Publicidad
Ciberpublicidad
Comunicación integrada de marketing
Ecosistema publicitario
title_short Does live marketing exist? Reflections about overlappings and tensions with advertising
title_full Does live marketing exist? Reflections about overlappings and tensions with advertising
title_fullStr Does live marketing exist? Reflections about overlappings and tensions with advertising
title_full_unstemmed Does live marketing exist? Reflections about overlappings and tensions with advertising
title_sort Does live marketing exist? Reflections about overlappings and tensions with advertising
author Abreu, Fernanda Ferreira de
author_facet Abreu, Fernanda Ferreira de
author_role author
dc.contributor.author.fl_str_mv Abreu, Fernanda Ferreira de
dc.subject.por.fl_str_mv Live marketing
Publicidade
Ciberpublicidade
Comunicação integrada de marketing
Ecossistema publicitário
Live marketing
Advertising
Cyber advertising
Integrated marketing communication
Advertising ecosystem
Live marketing
Publicidad
Ciberpublicidad
Comunicación integrada de marketing
Ecosistema publicitario
topic Live marketing
Publicidade
Ciberpublicidade
Comunicação integrada de marketing
Ecossistema publicitário
Live marketing
Advertising
Cyber advertising
Integrated marketing communication
Advertising ecosystem
Live marketing
Publicidad
Ciberpublicidad
Comunicación integrada de marketing
Ecosistema publicitario
description In contemporary times, marked by the multiplication and fragmentation of opportunities to contact with consumers, the relationship between advertising and other communication tools becomes more complex. This article reflects on live marketing, term that became used in Brazilian market in recent years as an update of promotional marketing. It is perceived that live marketing is defined opposed to advertising, and the validity of this separation is discussed considering a context in which advertising itself is transformed.
publishDate 2018
dc.date.none.fl_str_mv 2018-01-15
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Artigo não avaliado pelos pares
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://www.revistas.usp.br/signosdoconsumo/article/view/127372
10.11606/issn.1984-5057.v10i1p4-14
url https://www.revistas.usp.br/signosdoconsumo/article/view/127372
identifier_str_mv 10.11606/issn.1984-5057.v10i1p4-14
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://www.revistas.usp.br/signosdoconsumo/article/view/127372/138325
dc.rights.driver.fl_str_mv Copyright (c) 2018 Fernanda Ferreira de Abreu
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2018 Fernanda Ferreira de Abreu
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade de São Paulo. Escola de Comunicações e Artes
publisher.none.fl_str_mv Universidade de São Paulo. Escola de Comunicações e Artes
dc.source.none.fl_str_mv Signos do Consumo; v. 10 n. 1 (2018): Consumo, tecnologia e redes sociais: apps, 3D e emoticons em análise; 4-14
1984-5057
reponame:Signos do Consumo
instname:Universidade de São Paulo (USP)
instacron:USP
instname_str Universidade de São Paulo (USP)
instacron_str USP
institution USP
reponame_str Signos do Consumo
collection Signos do Consumo
repository.name.fl_str_mv Signos do Consumo - Universidade de São Paulo (USP)
repository.mail.fl_str_mv revistasignosdoconsumo@usp.br||revistasignosdoconsumo@usp.br
_version_ 1797068856280219648

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