IBER : International Business and Economics Review : Revista Internacional de Gestão e Comunicação, nº 5 (2014)

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http://hdl.handle.net/10437/10528

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Percorrer IBER : International Business and Economics Review : Revista Internacional de Gestão e Comunicação, nº 5 (2014) por assunto "COMUNICAÇÃO"

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    Events role in marketing and communication management
    (CIGEST, 2014) Varela, Miguel; Lopes, Paula Bela Rosa Luis; Ramalhoto, Filomena
    This article aims to analyse the importance of the event as an integrated tool in communication and marketing. The literature review stresses the importance of business management as a way to guide a company in order to produce and which has the support of the Marketing to perform the management of the product / service as well as to help communicate. Under the various communication tools the researchers highlight the events as a way to divulge the companies and the brands to their different stakeholders.
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    How do we value what we see on tv? : television's consumption and the cultivation of materialism in Romania
    (CIGEST, 2014) Zait, Adriana; Mihalache, Carmen-Monica
    Studies have shown that the more people watch television, the higher are their estimates of certain portrayed beliefs and values, one of which is materialism. The present article aims to show if and how television and other media channels might shape materialistic values, having in mind the theories of cultivation and social cognition, testing a possible connection between television consumption and materialism. Also, we were interested in finding out if there are different characterizations of materialistic value, specific to Romanians, considering socio-demographical variables. The research methodology included an exploratory research and a quantitative one – survey on a sample of 407 persons. We used Richins’ scales of materialism, for the first time in Romania, testing them in this cultural specific context in order to have a mutual, common base in comparing values.