IDENTIFICATION OF CHANNELS OF MARKETING COMMUNICATION USED AS MECHANISMS FOR DELINEATING STRATEGIC PLANNING

Abstract

The aim of this article is to identify channels of marketing communication used as mechanisms for delineating strategic planning in companies established in Santa Catarina. The study favors the use of comparative parameters that refer to the communication strategies as extolled in literature and used by companies to attract their target-public and even make possible adapting investments to company projections. The research comprises a descriptive study with a logical-deductive approach. For the process of data collection in the field, the sample target-population was made up of academics from the business administration and accountancy sciences courses at two of Santa Catarina's higher education institutions. From the original sample, academics were selected who had working connections with companies operating in five different areas. In relation to the systematic procedures for describing and interpreting the data, descriptive statistics was used. The results show that nineteen of those channels of marketing communication considered in the field research are used monthly, twomonthly, half-yearly, annually or occasionally. At the vanguard, the most used channels are newspapers and magazines, sporting and other event sponsorship, leafleting campaigns and radio.