Tá achando que tá na Disney? O marketing experimental pelo posicionamento da Disney e a criação de um guia para publicitários

Abstract

This work tries to comprehend a brief history of contemporary marketing in society, understanding its steps up to the point of experimental marketing, which will be contextualized and then applied to the Disney methodology of capturing and charming the client (DISNEY INSTITUTE, 2011). From this, it is sought the understanding of the methodology of the brand and its consequences in the perception of its public through a research to finally apply the obtained knowledge in a guide for advertisers interested in understanding the experimental marketing through the point of view of the Disney brand, and use them in an adapted way in their own communication clients.