TRABALHOS DE FIM DE CURSO @PUC-Rio
| Título: | CULTURAL SPONSORSHIP: STUDY CASE: BR DISTRIBUIDORA | ||||||||||||
| Autor(es): |
JULIA DE ARAUJO CUNHA |
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| Colaborador(es): |
HELENE BERTRAND - Orientador |
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| Catalogação: | 04/AGO/2005 | Língua(s): | PORTUGUESE - BRAZIL |
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| Tipo: | TEXT | Subtipo: | SENIOR PROJECT | ||||||||||
| Notas: |
[pt] Todos os dados constantes dos documentos são de inteira responsabilidade de seus autores. Os dados utilizados nas descrições dos documentos estão em conformidade com os sistemas da administração da PUC-Rio. [en] All data contained in the documents are the sole responsibility of the authors. The data used in the descriptions of the documents are in conformity with the systems of the administration of PUC-Rio. |
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| Referência(s): |
[pt] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=6758@1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=6758@2 |
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| DOI: | https://doi.org/10.17771/PUCRio.acad.6758 | ||||||||||||
| Resumo: | |||||||||||||
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The objective of this study case is to examine the motives
that makes BR Distribuidora to
invest in cultural sponsorship.
A research was undertaken with the help of a company s
project manager, to understand
that among the objectives that moves the company towards
cultural sponsorship the main
ones are: to create a market differential, to obtain fiscal
benefits and to strengthen the
company s image. This study also points out the criteria
used to select projects to be
awarded with cultural sponsorship by BR Distribuidora.
The role of sponsorship marketing, as a marketing
integrated communication strategy was
also studied.
The study proposal is to highlight the aspects of
sponsorship marketing, its strategic
character and management.
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