A influência do gerenciamento de impressões na percepção do público-alvo do mix de comunicação de marketing

In the image society, perceptions are sold instead of products and services. The omnipresence of the cultural industry diffuses the difference between fantasy and reality, hindering the judgment of the public regard to consume. It is in charge of marketers, using the Communication Mix, to manage the impressions. This paper shows the applications of impression management (IM) strategies and tactics for the Marketing Communication Mix. As a result, we have a comparative structure generated through bibliography research and Content Analysis. It is perceived that the management of print empowers the forms of marketing communication, because it establishes a symbolic environment propitious to the projections of world and visions of reality. In relation to IM strategies, organizational promotion predominates, focused on the organizational aspect and self-promotion. As for the IM tactics, explanations predominate, focused on the organizational aspect and the conformity/agreement.