Ações promocionais no ponto de venda: estudo de caso na Agência Red Promo

Abstract

The aim of this Monograph is to analyze how the promotional activities occur in the point of sale by promotional marketing agency Red Promo. For this, extensive academic research has been done about marketing communication, the communication mix, sales promotion, promotional actions and their effects on sales. A survey was made in agency to characterize these actions in practice. Such research has provided a better understanding of the planning, preparation, implementation and monitoring of actions and allowed to visualize the types of action made by the agency and their positive effects on short-term sales.