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CREPALDI, Ubaldo A. Methods of Analysis of Return on Investment in Corporate Communication: Contribution of Three Large Enterprises in Specific Processes. São Paulo, 2008. Dissertation (Master in Communication Sciences) – Escola de Comunicações e Artes, Universidade de São Paulo. ABSTRACT: A contribution to allocate value to professional and academic work in Communication Science, as part of large companies ́ corporate nature. Objective: Finding more information on organizational structure, methods of measuring the return on investments and evaluation of these processes by professionals of communication and their controllers, at Petrobras S.A., Basf S.A. and Bayer S.A. Cropscience Division. Method: Case studies with organizational structure, report of the methodologies adopted in cultural sponsorship, corporate communication and internal communication areas and their professionals ́ points of view collected in semi-structured interviews. Results: It is verified an acceleration in the adoption of these methodologies, a growing interest on planning and controlling investments in the Communication area, as well as and a starting process which includes results on investment in ownership accounting management and in reports on economical development and equity performance of these organizations. A contribution to allocate value to professional and academic work in Communication Science, as part of large companies ́ corporate nature. Objective: Finding more information on organizational structure, methods of measuring the return on investments and evaluation of these processes by professionals of communication and their controllers, at Petrobras S.A., Basf S.A. and Bayer S.A. Cropscience Division. Method: Case studies with organizational structure, report of the methodologies adopted in cultural sponsorship, corporate communication and internal communication areas and their professionals ́ points of view collected in semi-structured interviews. Results: It is verified an acceleration in the adoption of these methodologies, a growing interest on planning and controlling investments in the Communication area, as well as and a starting process which includes results on investment in ownership accounting management and in reports on economical development and equity performance of these organizations. Key-words: ROI. Corporate Communication. Marketing. Corporate Image.

Metodologias de análise de retorno do investimento em comunicação institucional: contribuição de três empresas de grande porte em processos específicos