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Master's Dissertation
DOI
10.11606/D.27.2008.tde-27042009-120940
Document
Author
Full name
Ubaldo Antônio Crepaldi
Institute/School/College
Knowledge Area
Date of Defense
Published
São Paulo, 2008
Supervisor
Committee
Yanaze, Mitsuru Higuchi (President)
Kunsch, Margarida Maria Krohling
Santos, Dilson Gabriel dos
Title in Portuguese
Metodologias de análise de retorno do investimento em comunicação institucional: contribuição de três empresas de grande porte em processos específicos
Keywords in Portuguese
Comunicação Institucional
Imagem Corporativa
Investimento
Marketing
Retorno
Abstract in Portuguese
Contribui na atribuição de valor ao exercício profissional e acadêmico da Ciência da Comunicação, enquanto elemento constitutivo do caráter institucional de organizações de grande porte com fins lucrativos. Objetivo: Buscar mais informações sobre a estrutura organizacional, os métodos de mensuração do retorno dos investimentos e a avaliação destes processos pelos profissionais da área e pelos seus controladores, na Petrobras S. A., na Basf S. A. e na Bayer S. A. Divisão Cropscience. Método: Estudo de casos com relato da estrutura organizacional, das metodologias adotadas e entrevistas semi-estruturadas dos principais envolvidos nos processos de patrocínios culturais, comunicação corporativa e comunicação interna, respectivamente. Resultados: Constata-se a aceleração na adoção destas metodologias, o interesse crescente sobre o planejamento e controle dos investimentos na área, bem como o início de um processo de sua inclusão na apropriação contábil gerencial e nos relatórios de desempenho econômico e de evolução patrimonial destas organizações.
Title in English
Methods of Analysis of Return on Investment in Corporate Communication: Contribution of Three Large Enterprises in Specific Processes
Keywords in English
Corporate Communication
Corporate Image
Marketing
ROI
Abstract in English
A contribution to allocate value to professional and academic work in Communication Science, as part of large companies´ corporate nature. Objective: Finding more information on organizational structure, methods of measuring the return on investments and evaluation of these processes by professionals of communication and their controllers, at Petrobras S.A., Basf S.A. and Bayer S.A. - Cropscience Division. Method: Case studies with organizational structure, report of the methodologies adopted in cultural sponsorship, corporate communication and internal communication areas and their professionals´ points of view collected in semi-structured interviews. Results: It is verified an acceleration in the adoption of these methodologies, a growing interest on planning and controlling investments in the Communication area, as well as and a starting process which includes results on investment in ownership accounting management and in reports on economical development and equity performance of these organizations.
 
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4845560.pdf (3.54 Mbytes)
Publishing Date
2009-05-04
 
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