Orivaldo
O. Gallasso
129
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in the wake of technology growth
– marketing also becomes more
complex, to the extent that
conventional advertising does not
represent more than 47% of the
investments in marketing
communications in Brazil. This
will generate enormous changes in
the relationship of consumers with
brands. Advertisers who manage to
adopt earlier the new forms of
communication will arrive first.
We are witnessing a revolution in
consumer habits, and soon Latin
America will see this change in
their media groups. This is no
longer an expectation, but the
new reality. Only through
investing in new structures, new
media and new disciplines,
podcasting, games, SMS, content
generation for broadcast, video-on-
demand et al – shall we be able to
still keep in touch...
Whatadvertisers think
AvelarVasconcelos
page66
The author discusses the first signs
of change in advertisers’ attitudes
related to communication, in
terms of focus, relevance and
pertinence of advertising; then
analyses the significance of some
changes in systems of account
servicing – on the part of some
agencies – to improve
communication effectiveness, and
concludes by proposing a
complete inversion in the
advertising planning process, with
a view to making it ever more
focused, pertinent and relevant.
Infommercials:an
evolving format
AmyrisFernandez
page 74
American TV stations started to
use infommercials since the
Federal Communications
Commission (FCC) suspended the
restrictions on the format, in 1984.
At the same time rules for its usage
were establishedmainly concerning
thenumber of hoursof exhibition.
Now, two decades later, this type
of promotional device is in use by
many established brands, in Brazil
and elsewhere in the world,
overcoming previous suspicions of
misleading advertising.
This article intends to define and
show the main characteristics of
the new format, and its
advantages and disadvantages,
when compared to traditional TV
commercials. For the purpose of
guiding new and prospective users
of infommercials as to its most
effective usage, recent research is
presented and discussed.
Theplaceof brands in
corporatedecision-
making
IVANPINTO
page 82
This is the “time of brands”. The fall
of dictatorships on the “left” and
“right” – starting in the 80’s –
stimulated market globalization,
and local and transnational
entrepreneurship have thus
flourished, with a strong increase in
competitiveness. The consumers’
power of choice is wider than
ever. At the same time, as the
access to technology becomes
almost universal, any
competitive advantage based on
actual performance is short-lived.
Differences are increasingly
established on intangible factors.
In this environment of large
markets – which are not only
hard to get at, but also expensive
– companies must re-think their
strategies: on the basis of a new
perception of the meaning and
importance of brands, and their
links with the market, putting
it on top of the decision
making process.
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