R E V I S T A D A E S P M –
MAIO
/
JUNHO
DE
2006
Abs
tracts
ENGLISH
Which do
you prefer:
Publishow,
Propagram or
Entertising?
FRANCISCO GRACIOSO
page 20
The author contends that the
expression “new advertising”
may be used to describe the
multifarious aspects of the cur-
rent campaigns of marketing
communication.
The traditional commercial – or
advertisement –may never cease
to exist, but the creativity of
agencies should now be directed
to other means of expression,
outside traditional media.
The new communication “arenas”
are bound to attract a growing
share of the advertisers’ attention.
The article also deals with the
strategic role of modern advertis-
ing, to protect brands and the
corporate positioning.
Finally, it is suggested that exist-
ing ad agencies should think less
about diversification andmore
about strategic integrationwith
their clients.
On linemarketing
experiences: does
life imitatevideo-
gamesor dovideo-
game imitate life?
VALÉRIA RAVIER
page 44
Thearticlesinglesouton-linemarket-
ingexperiencesasan important trend,
whichwillprobablyallowmoreand
more theuseofvirtualcenariosand the
interactiveexperimentingof sensations,
throughcontactswithobjects, shapes,
colorsand feelings, in realisticways,
so that– in the future–everyonemay
decidewhetherornot to turn them into
guidingpatterns for real life.
Salespromotionor
promotionalmaket-
ing?A reflection
about the roleofpro-
motion in thecom-
municationcontext
VIVIAN BIALSKI
page 64
Thearticleendeavors todealwith
what seems tobea real crossroad in
theuniverseofmarket communica-
tions, inorder to re-evaluateand
re-position the roleof so-called “sales
promotion”. More than just raise
sales in the short run, this important
tool –which some started tocall
promotionalmarketing–mayhave
broader andmore strategicobjec-
tives thanwhat is generallybelieved,
includingasameansofaffecting image,
positioningand the relationshipof a
productwith its variouspublics.
As aconsequenceof thisnewvision,
promotionalmarketing isno longer
merelya tactic, empirical tool, but
nowdemands serious, careful and
professional planningaswell.
Communication
in the corporate
strategy
IVAN PINTO
page 72
Communication must be re-
garded as basic strategy to ob-
tain corporate results. As a more
liberal approach determines the
ways of politics and economics,
entrepreneurship is stimulated
– expanding its horizons into
untapped spaces. The proli-
feration of brands generates new,
albeit brutal, competitive prac-
tices; but technology minimizes
128
I
A D A E S P M –
SETEMBRO
/
OUTUBRO
DE
2006
