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Uma empresa do setor automobilístico, totalmente desconhecida no mercado brasileiro, pretende introduzir seus produtos junto a um público jovem, de idade compreendida entre 20 e 30 anos, classes média e média-alta. No intuito de obter uma boa aceitação de sua marca junto aos stakeholders, cabe ao profissional de comunicação, dentro de uma filosofia de responsabilidade social, orientar a diretoria a:
No âmbito do planejamento e gestão estratégicos de comunicação empresarial, pode-se considerar que a visão organizacional é um dos elementos norteadores de todo o processo. Partindo desse pressuposto, é correto afirmar que um dos objetivos diretos de uma declaração de visão é:
O conhecimento da tipologia e da natureza de uma organização é condição essencial para o planejamento eficaz de sua comunicação. Nesse sentido, dentro de um quadro conceitual, as organizações industriais e as empresas privadas de produtos tangíveis são consideradas organizações:
Dentro de um plano de relacionamento com o público interno, a realização de atividades culturais tem como objetivo(s) imediato(s):
O filósofo francês Pierre Lévy define a Internet como um "dispositivo de comunicação TODOS-TODOS". Isto porque, segundo esse autor, a Internet é o único meio que:
Devido aos custos inerentes ao processo, a pesquisa de mercado é solicitada quando o objetivo principal do estudo é:
Em meados dos anos 40, Theodor Adorno e Max Horkheimer cunharam o conceito de Indústria Cultural, segundo o qual, a produção industrial de bens culturais visava, sobretudo, à:
Dentre os desafios que as novas tecnologias propõem para a comunicação contemporânea está o que se convencionou chamar de "convergência das mídias", o que significa:
No relacionamento entre a empresa e a mídia, cada vez mais, se exigem posturas novas das assessorias de comunicação. Algumas estratégias vêm sendo adotadas para que os representantes empresariais se relacionem com a imprensa de modo competente e adequado. A esse processo dá-se o nome de:
Segundo Paul Johnson, citado por Carlos Alberto Di Franco, em Jornalismo, Ética e Qualidade (Vozes, 1996), a invasão de privacidade é o "pecado mais pernicioso da mídia de nossos tempos". A fronteira ética entre o direito à informação e o direito à privacidade é(são) o(a):
O texto jornalístico se caracteriza pelo volume de informação factual e é o resultado da apuração e tratamento dos dados. Portanto, o texto jornalístico deve:
As rápidas mudanças tecnológicas, observadas no processo de comunicação das sociedades, estão dando um novo sentido ao espaço e ao tempo do sujeito contemporâneo. Esse processo tem por base a:
Nos últimos anos, vem-se observando um movimento crescente das empresas na direção da responsabilidade social, que inclui o apoio a eventos culturais e esportivos, bem como a iniciativas filantrópicas. Neste contexto, estimulado por leis federais e estaduais, o chamado marketing cultural é bastante utilizado por grandes empresas. Assim, pode-se considerar que o emprego do marketing cultural constitui um investimento:
Entre os quatro componentes sociológicos que identificam a massa, defendidos por Herbert Blumer, tem-se que: (1) os membros podem vir de qualquer profissão ou camada social; (2) a massa é um grupo anônimo, composto de indivíduos anônimos; (3) a massa é frouxamente organizada; (4) e os membros da massa __________ .
O 4º componente se completa corretamente com:
Muitos fabricantes de bebidas alcoólicas comunicam-se por meio de propaganda e, ao final dos comerciais de TV, spots de rádio ou mesmo anúncios em mídia impressa, são dadas orientações para que o cliente não dirija após a ingestão de álcool. Esta característica específica classifica a propaganda como:
Quando uma agência de comunicação desenvolve o mix de mídia de uma determinada campanha, seus profissionais devem conciliar os interesses e necessidades do cliente com a disponibilidade orçamentária deste, de modo a atingir os objetivos da referida campanha. Para nortear o trabalho da agência, o perfil das mídias jornal, Internet, revista, outdoor e televisão, respectivamente, possuem como vantagens:
A Promoção de Vendas é um importante elemento do mix de comunicação integrada, tendo recebido atenção crescente nos últimos anos, quando da elaboração dos orçamentos de comunicação de empresas de todos os tipos e portes. Neste contexto, o merchandising no ponto de venda integra o plano de comunicação quando é o caso de:
REPORT: BIOFUELS POISED TO DISPLACE OIL
Biofuels such as ethanol and biodiesel can
significantly reduce global dependence on oil, according
to a new report by the Worldwatch Institute.
Last year, world biofuel production surpassed 670,000
5 barrels per day, the equivalent of about 1 percent of the
global transport fuel market. Although oil still accounts for
more than 96 percent of transport fuel use, biofuel
production has doubled since 2001 and is poised for even
stronger growth as the industry responds to higher fuel
10 prices and supportive government policies. “Coordinated
action to expand biofuel markets and advance new
technologies could relieve pressure on oil prices while
strengthening agricultural economies and reducing climatealtering
emissions,” says Worldwatch Institute President
15 Christopher Flavin.
Brazil is the world’s biofuel leader, with half of its
sugar cane crop providing more than 40 percent of its nondiesel
transport fuel. In the United States, where 15 percent
of the corn crop provides about 2 percent of the non-diesel
20 transport fuel, ethanol production is growing even more
rapidly. This surging growth may allow the U.S. to overtake
Brazil as the world’s biofuel leader this year. Both countries
are now estimated to be producing ethanol at less than
the current cost of gasoline.
25 Figures cited in the report reveal that biofuels could
provide 37 percent of U.S. transport fuel within the next 25
years, and up to 75 percent if automobile fuel economy
doubles. Biofuels could replace 20–30 percent of the oil
used in European Union countries during the same time
30 frame.
As the first-ever global assessment of the potential
social and environmental impacts of biofuels, Biofuels for
Transportation warns that the large-scale use of biofuels
carries significant agricultural and ecological risks. “It is
35 essential that government incentives be used to minimize
competition between food and fuel crops and to discourage
expansion onto ecologically valuable lands,” says
Worldwatch Biofuels Project Manager Suzanne Hunt.
However, the report also finds that biofuels have the potential
40 to increase energy security, create new economic
opportunities in rural areas, and reduce local pollution and
emissions of greenhouse gases.
The long-term potential of biofuels is in the use of
non-food feedstock that include agricultural, municipal, and
45 forestry wastes as well as fast-growing, cellulose-rich
energy crops such as switchgrass. It is expected that the
combination of cellulosic biomass resources and “nextgeneration”
biofuel conversion technologies will compete
with conventional gasoline and diesel fuel without subsidies
50 in the medium term.
The report recommends policies to accelerate the
development of biofuels, while maximizing the benefits and
minimizing the risks. Recommendations include:
strengthening the market (i.e. focusing on market
55 development, infrastructure development, and the building
of transportation fleets that are able to use the new fuels),
speeding the transition to next-generation
technologies allowing for dramatically increased
production at lower cost, and facilitating sustainable
60 international biofuel trade, developing a true
international market unimpeded by the trade restrictions
in place today.
Worldwatch Institute - June 7, 2006.
Adapted from: http://www.worldwatch.org/node/4079
Some of the benefits of the increase in biofuel production listed by the author are:
REPORT: BIOFUELS POISED TO DISPLACE OIL
Biofuels such as ethanol and biodiesel can
significantly reduce global dependence on oil, according
to a new report by the Worldwatch Institute.
Last year, world biofuel production surpassed 670,000
5 barrels per day, the equivalent of about 1 percent of the
global transport fuel market. Although oil still accounts for
more than 96 percent of transport fuel use, biofuel
production has doubled since 2001 and is poised for even
stronger growth as the industry responds to higher fuel
10 prices and supportive government policies. “Coordinated
action to expand biofuel markets and advance new
technologies could relieve pressure on oil prices while
strengthening agricultural economies and reducing climatealtering
emissions,” says Worldwatch Institute President
15 Christopher Flavin.
Brazil is the world’s biofuel leader, with half of its
sugar cane crop providing more than 40 percent of its nondiesel
transport fuel. In the United States, where 15 percent
of the corn crop provides about 2 percent of the non-diesel
20 transport fuel, ethanol production is growing even more
rapidly. This surging growth may allow the U.S. to overtake
Brazil as the world’s biofuel leader this year. Both countries
are now estimated to be producing ethanol at less than
the current cost of gasoline.
25 Figures cited in the report reveal that biofuels could
provide 37 percent of U.S. transport fuel within the next 25
years, and up to 75 percent if automobile fuel economy
doubles. Biofuels could replace 20–30 percent of the oil
used in European Union countries during the same time
30 frame.
As the first-ever global assessment of the potential
social and environmental impacts of biofuels, Biofuels for
Transportation warns that the large-scale use of biofuels
carries significant agricultural and ecological risks. “It is
35 essential that government incentives be used to minimize
competition between food and fuel crops and to discourage
expansion onto ecologically valuable lands,” says
Worldwatch Biofuels Project Manager Suzanne Hunt.
However, the report also finds that biofuels have the potential
40 to increase energy security, create new economic
opportunities in rural areas, and reduce local pollution and
emissions of greenhouse gases.
The long-term potential of biofuels is in the use of
non-food feedstock that include agricultural, municipal, and
45 forestry wastes as well as fast-growing, cellulose-rich
energy crops such as switchgrass. It is expected that the
combination of cellulosic biomass resources and “nextgeneration”
biofuel conversion technologies will compete
with conventional gasoline and diesel fuel without subsidies
50 in the medium term.
The report recommends policies to accelerate the
development of biofuels, while maximizing the benefits and
minimizing the risks. Recommendations include:
strengthening the market (i.e. focusing on market
55 development, infrastructure development, and the building
of transportation fleets that are able to use the new fuels),
speeding the transition to next-generation
technologies allowing for dramatically increased
production at lower cost, and facilitating sustainable
60 international biofuel trade, developing a true
international market unimpeded by the trade restrictions
in place today.
Worldwatch Institute - June 7, 2006.
Adapted from: http://www.worldwatch.org/node/4079
"This surging growth..." (line 21) refers to:
REPORT: BIOFUELS POISED TO DISPLACE OIL
Biofuels such as ethanol and biodiesel can
significantly reduce global dependence on oil, according
to a new report by the Worldwatch Institute.
Last year, world biofuel production surpassed 670,000
5 barrels per day, the equivalent of about 1 percent of the
global transport fuel market. Although oil still accounts for
more than 96 percent of transport fuel use, biofuel
production has doubled since 2001 and is poised for even
stronger growth as the industry responds to higher fuel
10 prices and supportive government policies. “Coordinated
action to expand biofuel markets and advance new
technologies could relieve pressure on oil prices while
strengthening agricultural economies and reducing climatealtering
emissions,” says Worldwatch Institute President
15 Christopher Flavin.
Brazil is the world’s biofuel leader, with half of its
sugar cane crop providing more than 40 percent of its nondiesel
transport fuel. In the United States, where 15 percent
of the corn crop provides about 2 percent of the non-diesel
20 transport fuel, ethanol production is growing even more
rapidly. This surging growth may allow the U.S. to overtake
Brazil as the world’s biofuel leader this year. Both countries
are now estimated to be producing ethanol at less than
the current cost of gasoline.
25 Figures cited in the report reveal that biofuels could
provide 37 percent of U.S. transport fuel within the next 25
years, and up to 75 percent if automobile fuel economy
doubles. Biofuels could replace 20–30 percent of the oil
used in European Union countries during the same time
30 frame.
As the first-ever global assessment of the potential
social and environmental impacts of biofuels, Biofuels for
Transportation warns that the large-scale use of biofuels
carries significant agricultural and ecological risks. “It is
35 essential that government incentives be used to minimize
competition between food and fuel crops and to discourage
expansion onto ecologically valuable lands,” says
Worldwatch Biofuels Project Manager Suzanne Hunt.
However, the report also finds that biofuels have the potential
40 to increase energy security, create new economic
opportunities in rural areas, and reduce local pollution and
emissions of greenhouse gases.
The long-term potential of biofuels is in the use of
non-food feedstock that include agricultural, municipal, and
45 forestry wastes as well as fast-growing, cellulose-rich
energy crops such as switchgrass. It is expected that the
combination of cellulosic biomass resources and “nextgeneration”
biofuel conversion technologies will compete
with conventional gasoline and diesel fuel without subsidies
50 in the medium term.
The report recommends policies to accelerate the
development of biofuels, while maximizing the benefits and
minimizing the risks. Recommendations include:
strengthening the market (i.e. focusing on market
55 development, infrastructure development, and the building
of transportation fleets that are able to use the new fuels),
speeding the transition to next-generation
technologies allowing for dramatically increased
production at lower cost, and facilitating sustainable
60 international biofuel trade, developing a true
international market unimpeded by the trade restrictions
in place today.
Worldwatch Institute - June 7, 2006.
Adapted from: http://www.worldwatch.org/node/4079
According to the text, Brazil: