Does live marketing exist? Reflections about overlappings and tensions with advertising

Authors

DOI:

https://doi.org/10.11606/issn.1984-5057.v10i1p4-14

Keywords:

Live marketing, Advertising, Cyber advertising, Integrated marketing communication, Advertising ecosystem

Abstract

In contemporary times, marked by the multiplication and fragmentation of opportunities to contact with consumers, the relationship between advertising and other communication tools becomes more complex. This article reflects on live marketing, term that became used in Brazilian market in recent years as an update of promotional marketing. It is perceived that live marketing is defined opposed to advertising, and the validity of this separation is discussed considering a context in which advertising itself is transformed.

Downloads

Download data is not yet available.

Author Biography

  • Fernanda Ferreira de Abreu, Universidade Federal Fluminense

    Professora Adjunta do Departamento de Comunicação Social da Universidade Federal Fluminense. Integrante do Grupo de Pesquisa em Retórica do Consumo da Universidade Federal Fluminense e do Conselho Nacional de Desenvolvimento Científico e Tecnológico.

Downloads

Published

2018-01-15

Issue

Vol. 10 No. 1 (2018): Consumo, tecnologia e redes sociais: apps, 3D e emoticons em análise

Section

ARTICLES

License

Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons BY-NC-SA License.

Licença Creative Commons

 

How to Cite

Does live marketing exist? Reflections about overlappings and tensions with advertising. Signos do Consumo, [S. l.], v. 10, n. 1, p. 4–14, 2018. DOI: 10.11606/issn.1984-5057.v10i1p4-14. Disponível em: https://www.periodicos.usp.br/signosdoconsumo/article/view/127372.. Acesso em: 19 may. 2024.