Revista da ESPM JUL-AGO_2009

Hermano Roberto Thiry janeiro / fevereiro de 20089 – R e v i s t a d a E S P M 153 ES PM Online privacy andmarketing inthe digital era Patricia Peck Pinheiro page 82 Digital Society requires a more responsible marketing. Governance, transparency, ethics, sustainability are more than management directives; they should incorporate the company’s communication as well as its actions. It is no longer enough to comply with laws, but it is necessary to go further, since – over the last few years – we have increased the level of conscientious consumption, and the new currency of exchange is information. Despite the immediateness of everyday life, retention of customers goes well beyond a price-driven campaign, a guerrilla technique that cannibalizes the very market.This situation reflects on the Internet, in Digital Media, which are responsible for expressing these new dynamics in real time. And what about online privacy? Besides this, there is mobility, combined with generation 4.0 that requires individual respect and confidentiality of your information. Is marketing truly prepared for the “click test”? We are all naked Adriano Amui page 88 Advertising is not expected to educate. However, parents – within the family context – are responsible for filtering information contained in advertising pieces. Children learn very quickly how to ask, but the natural filter of assessing what can or not, or what must be consumed, where and when, takes longer to set on. It is the parents’ responsibility to lend their judgment and assist their children in building a critical sense. It is certain that less imposing and appealing campaigns help in this control and this has changed over the years.The association of products harmful to health to situations of well-being, beauty and sporting moments – i.e., everything that relates to moments of happiness – are no longer habitual as persuasion techniques. This occurs because advertisers, today, have a greater concern with relating their image with social issues and defending good deeds which may be described as sustainable and/or politically correct.This scenario contributes towards more careful consumption habits, and in the formation of children who will become more selective and aware adults, when called to choose among a diversity of products.This is possible, but will only happen if consumption education starts at home - and as soon as possible! Themascotsof food products aimedat children Paulo Ribeiro Cardoso and Sandrina Duarte page 94 This study analyzes the influence that mascots of food product brands can exert upon children. By means of a survey conducted with a sample of parents, it was verified that they have a positive attitude towards mascots, and recognize an educational role, but also assume a negative attitude when considering that they can convey bad examples. It was also shown that parents recognize that mascots exercise an influence on kids as to the level of brand preference and the intention to buy. In the end of the article, implications for professionals are presented as well as suggestions for future investigations. Underheavy fire Gentil Choji Nishioka page 98 Marketing and advertising are tools which can be used with much respect to legal, ethical and moral standards – or not. Users of these instruments – whether they are professionally involved with the sectors, or – again – not, should be held accountable for their effects. But they seldom are. Much conflict of interests – and of an ethical nature – is set in among big advertisers, such as the Federal, State and City Governments, and the press agencies, news suppliers and media groups, which depend on ads for their very survival. It is difficult for neutrality, exemption and impartiality to be practiced in this context.Within such scenario, marketing and advertising are nothing but small gears in the greater mechanisms of social changes. Consumptionrelationships and foreignrelations Glória Moraes and Fernando Padovani page 104 Consumption relationships have changed, and have become much more encompassing, in our global economy - extending well beyond sales and being subject to new variables, some of which are of a global nature; a sign of times marked by global supply chains. At the institutional level of this consumption society, the rights of consumers hold a place of distinction. In a sort of public sphere, citizens transform themselves into consumers, and the relationships of consumption start to channel a considerable part of their civil activism, in a fashion that is inversely proportional to the proliferation of the disenchantment for politics.The interaction of these two dimensions – productive and institutional –, whose claims tend to be based on consumer rights, wind up overpowering public, private and strategic interests.They may even legitimate, for example,WTO commercial policies that are protective in nature. Advertising from the perspective of a new consumer, and sustainability as a value attribute Bernadete Almeida page 110 There are many examples of what society thinks can be taken into consideration, to become a competitive advantage.This has become increasingly more relevant in segments aimed at the final consumer, especially regarding consumer goods (durable or not) and services. A more aware consumer emerges into the contemporary scenario, and we could say that he/she understands the process and productive chain that reach the point where brand experience and consumption occur. In the end, we have a consumer-citizen who perceives that the act of consuming is also political in nature. By studying this process, we can formulate visible strategies – and this has become recurrent in the same proportion in which social responsibility gradually converts itself into a value attribute. Companies start to communicate more broadly their social-environmental activities as well as evidence of their responsibility.The effort generates the perception that companies, brands and products are friendly, considering various aspects, especially environmental and social ones. But more critical and aware consumers are those who are attentive to what is conveyed – and they deterrmine what is credible or not. Student exchange: a life experience Ivan Pinto page 128 Globalization is a trend that impacts societies from an economic, political and cultural perspective. In this new environment, the international experience becomes important for most professions and crucial for some – as those related to business administration, one of ESPM’s fields of activity.The internationalization of undergraduate education is a logical consequence and is being sought in various ways. One of them is the exchange of students, among educational institutions in different countries. ESPM has recently become very active in this area.This article highlights the various benefits of an international experience, for our students, and lists positive experiences of several of our exchange students, in a series of revealing statements. It’s anupside-downworld: agency andclientsdiscuss theirrelationship Valéria Café page 138 The Advertisers’ Club of Paris conducted, in the beginning of 2009, a survey with 455 representatives from 209 communication agencies. The purpose was to find out what agencies think with regard to advertisers, ranging from which companies these agency professionals wish to have as clients, to a quantitative analysis of the relationship existing between them. Renault, the largest French advertiser, was considered the best-known advertiser, by the agencies. However, in terms of attractiveness, Apple wound up being the winner. The evaluation grade given by the agencies for advertisers is at 50% of the total value. The main improvement points are the coherent compensation for the provision of services, the quality of briefings, the relationship of trust and the participation, at meetings, of executives with decision power. MaturesGeneration Jessica Arslan page 142 The author calls Matures Generations the one formed by people ages 60 and above, also known as the golden age. This segment, which represents 10.5% of the Brazilian population, presents specific behaviors and attitudes with regard to means of communication and of consumption. According to the Ibope Target Group Index – within this generation group between ages 60 and 64 – it was possible to identify 4 groups of consumers (questioners, modern, conservatives and fun-loving) with high purchasing potential and good disposition to use it. julho / agosto de 2 0