ANÁLISE COMPARATIVA ENTRE TEORIA E PRÁTICA

The planning of marketing communications evolves from a process of decision making involving different and interrelated steps, which allow companies to determine the strategic keys and operational activity. The purpose of this study is to analyze the main issues involved in planning and implementing the decisions of marketing communication. The empirical data were collected through in-depth interviews conducted with communications professionals from ten companies belonging to the ranking of the 300 largest advertisers in Brazil. As data analysis technique, we chose content analysis. The main results showed that the planning process of marketing communication adopted by companies limits itself in planning and execution of advertising campaigns. We found that some classic decisions of communication planning process quoted in the literature are not considered and that the implementation of actions has been the biggest concern for companies.