Ieeeeeeeeiiiiiiiiiiiii: analisando aspectos da cultura cearense na comunicação de marketing

Abstract

Aspects of local culture can be used as marketing tools. According to the view of Kotler and Keller (2006) culture can be considered as the main determining factor in consumer behavior. Thus, it is valid and acceptable to use these elements as a company's marketing strategy. Thus, the objective of this research is to analyze the consumer's understanding for advertisements using aspects of Ceará culture in messages. The literature review addressed the advertising theme, from the perspective of values and behaviors created from the contact of the target audience. The research is exploratory and qualitative in nature, as it aims to provide greater familiarity of the researcher with the phenomenon. Fifteen interviews were conducted with students from 10 courses at the Federal University of Ceará that were later transcribed and analyzed. The results confirmed that the use of aspects of Ceará culture in advertising is an effective strategy because it generates an identification and sense of representation by consumers, adding value and can become a determining factor when the product or service has a direct relationship with region.