The issue of managing customer relationship is very comprehensive and touches all processes in organizations. My diploma thesis focuses on benefits of CRM systems for improving effectiveness of marketing campaigns in retail segment of UniCredit Bank Czech Republic, a. s., a member of leading European financial institution UniCredit Group. Customer relationship management approach is analyzed on the example of a key marketing campaign that took place this year. The theoretical knowledge is compared with practical application in the different stages of the campaign management - planning, execution and evaluation by using CRM tools. The aim is to verify the current knowledge on customer needs, ability to deliver the right data to target potential clients, use of information technology for campaign management and results evaluation. As a conclusion the thesis provides a list of recommendations that should enhance efficiency of executed marketing campaigns and leverage value for the customer as a key factor for building a long-tern relationship between the bank and the client, which is a prerequisite to fulfill the basic objective of the company's existence -- profit maximization.

[pt] Na década de 1870, o Estado argentino não havia ainda consolidado sua jurisdição sobre a extensão territorial correspondente ao antigo Vice-Reinado do Rio da Prata. Além de objeto de disputas limítrofes com outras Repúblicas, as regiões chaquenha, pampeana e patagônica permaneciam sob o domínio efetivo de diferentes grupos indígenas. Identificadas à ideia do Deserto, essas áreas constituíam alvo primordial de projetos de integração ao mundo da civilização e da modernidade. O objetivo desta dissertação é analisar as propostas políticas e as estratégias militares elaboradas pelos Ministros da Guerra e Marinha Adolfo Alsina e Julio Argentino Roca e discutidas no Congresso Nacional argentino nos anos 1870, visando à territorialização da região austral e ao enfrentamento do problema indígena. Busca-se interpretar as posições conflitantes de Alsina e Roca enquanto etapas complementares do processo de construção da Nação argentina e do seu território correspondente. Nesse contexto, a delimitação do território nacional através da ocupação estatal possibilitaria o monopólio do poder sobre toda a população que o habitava e a legitimação jurídica da aplicação desse poder, desassociando a Argentina da imagem do Deserto e da selvageria das populações nativas e identificando-a assim ao conjunto das Nações Civilizadas. / [en] In the decade of 1870’s, the Argentine Government had not yet consolidated their jurisdiction over the territorial extension corresponding to the former Viceroyalty of Río de la Plata. Besides being object of border disputes with other republics, regions of chaquenha, pampas and Patagonia remained under the effective domain of different indigenous groups. Identified to the idea of desert, these areas were prime targets for projects of integration to the world of civilization and modernity. This dissertation aims to analyze the proposed policies and military strategies drawn up by the Ministers of War and Navy Adolfo Alsina and Julio Argentino Roca, which were discussed in the Argentine National Congress in the 1870’s concerning the southern region and territorial confrontation of the Indian problem. This study seeks to interpret the conflicting positions of Alsina and Roca as complementary steps of nation-building process in Argentina and its corresponding territory. In this context, the delimitation of the national territory through the state occupation would enable the monopoly of power over the whole population who inhabited there, and the legal legitimacy of the application of that power, by disassociating Argentina from the image of the desert and the savagery of native populations as well as identifying it as the set of civilized nations.

Thesis (Ph.D. (Business Science))--University of the Witwatersrand, Faculty of Commerce, Law and Management, School of Economic & Business Sciences, 2017 / With the contemporary diffusion of media technology, the majority of researchers have come to position the Internet as a political instrument that has the potential to stimulate consumer behaviour. The Internet has expanded persistently as a news source and digital technologies have become more accessible and abound with user generated content. These digital media backdrops afford a valuable opportunity to empirically examine the effects of digital media effects on consumer decision-making. It is therefore important to examine how consumer perceptions and attitudes towards voting impact their decision-making in order for political marketers or politicians to develop coherent strategies that offer a conducive environment sufficient to influence voting decision-making. Whereas previous studies on voting behaviour have merely explored voting behaviour in a global context, the current study investigates the effect of digital media exposure on perceptual and cognitive constructs within a Zimbabwean context. Moreover, few studies have explored this topic in a consumer behaviour context amongst the Zimbabwean constituency. This study aims to determine whether digital media exposure influences voter-consumers’ intention to vote in subsequent Zimbabwe presidential elections. In order to empirically test the effect of digital media exposure on perceived image of a political party (PI); perceived image of a presidential candidate (PPC); attitude towards voting (ATV) and voting intention (VI), a conceptual model premised on the reviewed political marketing literature was developed. The model proposed four distinct domains that drive voting intentions. In this conceptualised model, digital media exposure is the predictor variable, while perceived image of the presidential candidate, attitude towards voting, perceived image of the political party, are mediators and voting intention is the single outcome variable. By exploring the significance of digital media use on voter behaviour, this study contributes towards specific contextual knowledge on consumer behaviour and political marketing in developing countries particularly Zimbabwe. The present study is positioned in the positivist research methodology, and assumes a deductive approach within the quantitative paradigm to test the proposed hypotheses. This study uses stratified probability sampling to arrive at the required number of provinces for the study. Using quantitative methodologies based on the nature of the research questions, data were collected through a self-administered questionnaire from 305 eligible voters from selected Provinces and Districts in Zimbabwe selected through stratified probability sampling to arrive at the required number of provinces for the study.The measuring instrument was designed from existing scales, which were adapted to suit the present study. The data analysis ii | P a g e was done in SPSS 24 for demographic data analysis and AMOS 24 was used for the structural equation modelling and path modelling. The findings support all the hypotheses in a significant way except H1 and H5. Likewise, voter-consumers’ perception of the presidential candidate has an influence on the attitude towards voting and all latter perceptual and attitudinal variables have significant influence on voting intention. Important to note about the study findings is the fact that digital media exposure has a stronger effect on perceived image of the political party (H3) than attitude towards voting (H2). However, perceived image of the political party strongly influence attitude towards voting. Remarkably, the relationship between perceived image of the presidential candidate and attitude towards voting is robust. The findings indicate that digital media exposure can have a strong influence on voting intention through attitude towards voting. The contribution of this study is threefold: Firstly, by exploring the significance of digital media exposure on voting behaviour, this study adds to contextual knowledge on relationship marketing, political brand management and experiential marketing (the final stage of the mental brand responses), consumer marketing and specifically, political marketing. Secondly, as a growing body of literature explores the use of digital technology in political campaigning/marketing to create a competitive advantage, this study provides researchers with a broad understanding of this phenomenon among voting citizens in developing countries particularly Zimbabwe. Theoretically, it is positioned in political marketing and contributes to theoretical literature that focuses on consumer behaviour, branding and brand relationship. Lastly, by investigating digital media exposure and its influence on consumers’ voting intention, the findings provided political marketing practitioners with a better understanding of strategies that can be employed to influence citizens’ voting behaviour, through the use of digital media. The study thus submits that politicians ought to pay attention to both media agenda and brand image in order to build a positive attitude towards voting which significantly influences the intention to vote. In order to maximise voter ‘purchase’, marketers can implement strategies to encourage positive behaviour from voter-consumers and exploit multi-sensory experiences in order to influence voting intentions. The study makes a significant contribution to brand management literature and consumer behaviour literature by systematically exploring the impact of media exposure on brand image and attitude towards voting in Zimbabwe. The study demonstrates that political data can be used in consumer behaviour studies and provides a theoretical method for predicting voting intentions using voter behaviour in the form of voter perception of political parties and perceived image of a presidential candidate as well as attitude towards voting. The study further highlights the significance of using digital technologies and ingenuity to create a comparative advantage as well as a differential advantage. / MT 2018

Thesis (M.Com. (Marketing Management and Information Systems))--University of the Witwatersrand, Faculty of Commerce, Law and Management, School of Economic and Business Sciences, 2014. / This study evaluates the impact of the TOMS Shoes one-for-one campaign on the perceptions, attitudes and purchase intentions of Generation Y (GenY) consumers in the United States. The theoretical framework of the study is based on the CRM Response Model, which integrates several psychological and behavioural measures in describing GenYs‘ response to campaign messages (Waters 2006, Hyllegard 2009). The model was operationalised by a hypothetico-deductive research design and data was analysed through Confirmatory Factor Analysis. The strongest determinant of the model‘s outcome variable (i.e. ‗purchase intentions') is brand motivation or ‗attitude towards the brand‘. Consequently the causes chosen must have affinity with the company‘s products for GenY to respond favourably to the campaign messages. Combining emotionally evocative stimuli/imagery with a cause that GenY consumers care about or are ‗involved‘ is bound to make them like or believe (accept) the campaign. The ‗emotional‘ reactions of GenY determine whether they will pay ‗attention‘ and/or 'like the campaign message' or not. The cohort‘s ‗involvement‘ in the shoe cause is partially mediated by ‗attention‘ and has a weak but significant influence on ‗attitude towards the brand‘. Likeable and/or memorable ads tend to be more effective in persuading consumers than neutral advertisements. ‗Attention‘ has a direct influence on ‗attitude towards the advertisement‘ or liking the campaign message, with communications effects in essence minimal without ‗attention‘.

Introduction: The deleterious health effects of tobacco use and smoking in particular have been well documented. Anti-smoking campaigns have been in existence for decades. Doctors, generally perceived as role models by members of their societies, can play a significant role in anti-tobacco programmes. Objectives: The objectives were: to determine the prevalence of tobacco use among medical students, their knowledge of the health effects of tobacco use, their beliefs and perceptions about anti-tobacco legislation/restrictions and the role of doctors as advocates in tobacco-cessation programmes. Methodology: A cross-sectional census was carried out using the 3rd and 5th year students at the medical school of the University of the Witwatersrand (n = 357). Results: The total prevalence of smoking was 15.4% (n = 53), with 9.6% (n = 34) smoking occasionally and 6.2% (n = 22) smoking daily. Among the smokers, more of the 3rd year students smoked daily compared to the 5th years (64% vs 19.3%, p = 0.001). Overall, there were no major differences between the sexes with respect to prevalence of smoking (P= 0.312 Fischer exact test) across both classes. Within the male population (Africans, whites and Asians) overall differences ( 2- אל 11.1, p= 0.006) existed in their smoking patterns. Both the whites and the Asians smoked more than their African counterparts (5.8%, n = 3). There were however no differences in the smoking prevalence rates between the whites and the Asians ((20.9% vs 31.6%: p= 0.314). The females differed (P = 0.042 Fischer exact test) in their smoking behaviour across the races: Coloured (33.3%, n = 2), white (16.5%, n = 18), Asian (13.3%, n =9) and Africans (4.0%, n = 2). The prevalence of noncigarette tobacco use was 14%, with the majority smoking hookahs (7.1%, n=26). More of the 5th year students than their 3rd year students counterparts (23.5% vs 7.1%) had very good knowledge of tobacco cessation techniques and overall differences were observed ( 2אל -35.5, P <0.001). About 90% (n = 316) of the students knew about the dangers of smoking, but 12% (n = 41) did not associate smoking with heart disease. About 45% (n= 179) of the respondents believed that ban of smoking in public space had reduced prevalence rates and about 40% (n= 172) believed that taxation had reduced prevalence rates of tobacco use in South Africa. Almost 50% (n= 164) students believed that the ban of tobacco sales to minors had reduced prevalence rates and about 85% (n= 286) of the respondents agreed that pictorial health warnings should be placed on the packages of tobacco products. The students generally believed that doctors are seen as role models (84%, n= 286) by society and should not smoke (86.3%, n= 299). Even though 81% (n= 279) of the students were willing to speak to the community about the dangers of tobacco, only about 30% (n= 101) were willing to be members in an anti-tobacco organisation. Discussion and conclusion: The prevalence of smoking among the respondents was lower than national prevalence rates among adults but similar to that of South African young adults. The students had a low knowledge of tobacco cessation techniques. Less than half of the respondents believed that the current anti-tobacco legislation was effective and the majority supported the inclusion of pictorial warnings on the packages of tobacco products. The majority of the participants agreed that doctors were perceived as role models by members of their communities and should not smoke. There was a general willingness on the part of the respondents to advice their patients to quit smoking but majority of the participants however would not want to get involved in anti-tobacco organisations in the future.

Au lendemain de la première guerre mondiale, l’échiquier politique britannique se redéploie du fait en particulier de l’élargissement de l’électorat permettant au Parti travailliste émergeant de consolider sa base électorale populaire. Dans un système politique essentiellement organisé autour du bipartisme, le Parti libéral est progressivement supplanté par le Parti travailliste en tant que parti de l’opposition au Conservatisme ce qui scelle inexorablement le déclin de celui-ci. Cette décadence s’est lentement effectuée jusqu’à atteindre son paroxysme le plus visible lors de la victoire des travaillistes aux élections d’après-guerre. Dans un système normalisé parl’alternance bipartisane, le Parti libéral amorce la période la plus sombre de son histoire.Cette thèse vise à apporter un éclairage relatif à l’évolution du Parti libéral, de sa quasi-extinction jusqu’à son renouveau et l’émergence d’une nouvelle force politique d’entité libérale-démocrate. La communication politique du Parti libéral et du LibDem constitue l’élément central de cette étude. Le cadre constitutionnel, représente un élément majeur dans les stratégies électorales des libéraux et des libéraux-démocrates ainsi que dans les fondements des alliances successives jusqu’à la formation d’une coalition gouvernementale en 2010. C’est en envisageant les raisons qui ont écarté les libéraux du pouvoir et celles qui leur ont permis de survivre comme un ensemble unifié autour d’une quête tendue vers la réforme électorale que se dessinent les élémentsexplicatifs de l’évolution du parti. / In the years following the First World War, the British political spectrum underwent a change, in particular as a result of the enlargement of the electorate, which enabled the Labour Party to strengthen its popular electoral grassroots. In a political system essentially organised around bipartisanism, the Liberal Party was gradually displaced and superseded by the Labour Party as the opposition party to Conservatism, which development marked a low point in the inexorable decline of the Liberals. This decline slowly continued until it reached a critical level, culminating in the overwhelming victory of Labour in the post-war elections. In a system typified by bipartisan alternation, the Liberal Party entered its darkest era. This dissertation aims to shed new light onthe Liberal Party's evolution from near-extinction to its revival, along with the emergence of a new political force in the shape of the Liberal Democrats.The Liberal Party’s and LibDems’ political communication is the core element of this work. The constitutional framework represents a major factor in the shaping of electoral strategies implemented by Liberals and Liberal Democrats, as well as in the making of successive alliances until the governmental coalition in 2010. By considering the reasons which alienated Liberals from power, and those which enabled them to survive as a united party, unified by the quest for electoral reform, one may offer a new approach to the history of the Liberal Party’s and LibDems’ evolution.

Submitted by Odilio Hilario Moreira Júnior (odilio@espm.br) on 2016-11-28T17:26:39Z No. of bitstreams: 1 Maria P.Socorro M.F.Carvalho.pdf: 12237122 bytes, checksum: 5ca851deff82b7f9466f140c94656736 (MD5) / Approved for entry into archive by Odilio Hilario Moreira Júnior (odilio@espm.br) on 2016-11-28T17:26:46Z (GMT) No. of bitstreams: 1 Maria P.Socorro M.F.Carvalho.pdf: 12237122 bytes, checksum: 5ca851deff82b7f9466f140c94656736 (MD5) / Approved for entry into archive by Debora Cristina Bonfim Aquarone (deborabonfim@espm.br) on 2016-11-28T17:27:45Z (GMT) No. of bitstreams: 1 Maria P.Socorro M.F.Carvalho.pdf: 12237122 bytes, checksum: 5ca851deff82b7f9466f140c94656736 (MD5) / Made available in DSpace on 2016-11-28T17:28:17Z (GMT). No. of bitstreams: 1 Maria P.Socorro M.F.Carvalho.pdf: 12237122 bytes, checksum: 5ca851deff82b7f9466f140c94656736 (MD5) Previous issue date: 2009-03-27 / With the subject of this dissertation: “The reception by paulistanos of the Bahia’s touristics messages” follow by State of Bahia’s advertising campaigns. Thinking of `Bahia’s touristic massages’ we will analyze the stereotype’s impacts on the baiano citizen by the paulistanos citizens trough the campaigns and search for the receivers: paulistas, people who was born in São Paulo. It will be indentified the moral arguments presents on the paulista’s speeches. The adopted methodology has it bases on the French Scholl. For this research will be adopted the following procedures: 1) People born in São Paulo will be chosen; 2) They will be invited to watch three Bahiatursa`s touristcs campaigns; 3) The participants will report what are their thoughts of Bahia after watching the campaigns; 4) The reports will be recorded and the material transcribed in order to catalogue the campaign`s impacts on the paulistanos interviewed. / O objeto de estudo desta dissertação: “A recepção pelos paulistanos das mensagens midiáticas de divulgação do turismo na Bahia”, são campanhas publicitárias do governo do estado da Bahia (Bahiatursa). Ao refletir sobre as campanhas publicitárias “Campanhas deTurismo Receptivo Estado da Bahia”, pretendemos analisar os possíveis impactos no “estereótipo” do sujeito baiano pelo paulistano através das campanhas midiáticas e buscar do público receptor, paulistas nascidos em São Paulo, o impacto da recepção destas mensagens publicitárias, o olhar, o imaginário dos paulistanos do “Estado da Bahia”. Identificaremos os argumentos morais presentes nos discursos dos paulistanos. A metodologia adotada tem por base a Escola de Análise de Discurso de Linha Francesa. Para esta pesquisa serão adotados os seguintes procedimentos: 1) seleção de pessoas nascidas na cidade de São Paulo; 2) os selecionados serão convidados a assistir três campanhas publicitárias da Bahiatursa; 3) em continuidade a este processo, os participantes irão relatar a recepção, o olhar que estes sujeitos paulistanos obtiveram do Estado da Bahia a partir dessas mídias; 4) Estas entrevistas em profundidade serão gravadas e transcritas com a finalidade de buscar o impacto dessas mensagens midiáticas por estes paulistanos entrevistados.

Submitted by admin tede (tede@pucgoias.edu.br) on 2016-09-19T12:39:34Z No. of bitstreams: 1 Carla Simone Castro da Silva.pdf: 3389973 bytes, checksum: 874a4f59c57f38f70fd5c49fe3cd4980 (MD5) / Made available in DSpace on 2016-09-19T12:39:34Z (GMT). No. of bitstreams: 1 Carla Simone Castro da Silva.pdf: 3389973 bytes, checksum: 874a4f59c57f38f70fd5c49fe3cd4980 (MD5) Previous issue date: 2016-04-25 / The world of luxury has seducing consumers for centuries. Since the times of royalty its symbols are flaunted as objects of power and status, arousing the wish and provoking social greed. Therefore, the market of counterfeits is growing every day, offering this consumer group the opportunity to enter into a distinct social status, where the beautiful and shiny logo of the desired brand signals a passport to all that it represents. These theses aimed to investigate how the context and social environment can influence consumers choose to acquire symbolic brand products although they are not authentic and how this behavior is accepted in society. Two studies have been conducted, and aimed: a) evaluate the measures of knowledge and quality of a set of marks displayed in the handling of two contexts (luxury x neutral) between buyers and non-buyers of counterfeits, for both original products and their correspondence with counterfeit products; b) measure the effects of layout on verbal responses of counterfeit buyers and non-buyers in relation to its evaluation of the purchasers behavior; c) verify the effect of instructions in publicity campaigns about the consumers behavior of counterfeits products as strategy to inhibit this consumption. The results indicated that the brands with the most informative boost level are those with the highest level of knowledge and quality, which reflects the willingness of consumers to pay for these goods, so much to original as counterfeit products. The Study 2 also revealed that there is an immediate effect of instructions correlating the organized crime with the falsification industry, signaling that this may be a possible strategy. / O universo do luxo encanta e seduz consumidores há séculos. Desde os tempos da realeza seus símbolos são ostentados como objetos de poder e status, despertando o desejo e provocando a cobiça social. Desta forma, o mercado de falsificações cresce a cada dia, oferecendo a um grupo de consumidores a oportunidade de adentrar a em um posicionamento social distinto, onde o belo e reluzente logotipo das marcas sinaliza um passaporte de inclusão a tudo o que este grupo almeja. Esta tese procurou investigar o quanto o contexto e o ambiente social podem influenciar consumidores a escolherem produtos de marcas simbólicas ainda que não sejam legítimos e como este comportamento é aceito em sociedade. Foram realizados dois estudos que se propuseram: a) avaliar as medidas de conhecimento e qualidade de um conjunto de marcas apresentadas na manipulação de dois contextos (luxo x acadêmico) entre compradores e não compradores de falsificações, tanto para produtos originais e sua correspondência com produtos falsificados; b) mensurar o efeito de leiaute sobre as respostas verbais de compradores e não compradores em relação à sua avaliação sobre o comportamento de compradores de falsificações; c) verificar o efeito de instruções em campanhas publicitárias sobre o comportamento dos consumidores de produtos falsificados como estratégia para inibir este consumo. Os resultados do Estudo 1 indicaram que as marcas com maior nível de reforço informativo são aquelas com maior nível de conhecimento e qualidade, o que reflete na disposição dos consumidores em pagar por bens destas, tanto para produtos originais quanto falsificados. O Estudo 2 revelou ainda que existe um efeito imediato de instruções correlacionando o crime organizado com a industria da falsificação, sinalizando que esta é uma estratégia possível.

O desenvolvimento das tecnologias de informação e comunicação (TIC) alterou profundamente o modo de governança e as formas de convívio social, produzindo efeitos sobre a participação política. A presente tese aborda o elo entre o processo eleitoral e a Internet e analisa os determinantes da participação eleitoral no Brasil. O estudo desenvolvido tem início com o estado da arte do Direito Eleitoral, abordando o papel de seus atores políticos e os procedimentos que envolvem a operação eleitoral, buscando compreender as contribuições trazidas pela Internet para essa dinâmica. Em seguida, analisamos a forma como a Internet vem sendo utilizada nos processos eleitorais pelos agentes políticos, seus limites e possibilidades, com o objetivo de verificar qual o potencial da Internet para revigorar a democracia e aprimorar o exercício da cidadania. Apresentamos, ainda, propostas de regulação para aperfeiçoar o aproveitamento das ferramentas e potencialidades da Internet, durante o processo eleitoral, indicando, por fim, algumas práticas dessa utilização em outros países. O quadro analítico proposto revela que a expansão da Internet e suas mídias sociais e a liberdade encontrada em seu espaço virtual possuem um efeito positivo sobre a participação eleitoral. / The development of digital information and communications technologies (ICT) profoundly changed governance and social interaction, producing effects on the political participation. This thesis approaches the relation between the electoral process and Internet, and observes the determinants of electoral participation. The study begins with the estate of art of Electoral Law, analysing the role of the political actors and the operating electoral procedures, seeking an understanding of the Internet contributions for this dynamics. Subsequently, we oulined the way Internet has been used by the political agentes in the electoral process, its limitations and possibilities, examining the Internet potential to revitalize democracy and improve the exercise of the citizenship. We will present, moreover, regulation proposals to improve the usage of Internet tools and potetialities during the electoral process, showing a few examples that take place in the international scenario. The analytical framework reveals that the spread of the Internet and its social media, and the freedom found in its virtual space produce a positive effect on the electoral participation.

Este estudo teve como objetivo avaliar a campanha de vacinação da Prefeitura de São Paulo na área da SUVIS Lapa/Pinheiros, em 2012. Obteve-se o perfil dos animais e proprietários atendidos e analisou-se a distribuição espacial e áreas de influência dos postos de vacinação, baseando-se na distância euclidiana percorrida pelos proprietários. Realizou-se amostragem não probabilística dos proprietários através da aplicação de um questionário. Os endereços dos animais e postos de vacinação foram plotados em mapas georreferenciados. As distâncias percorridas pelos proprietários foram significantemente maiores ao posto fixo (média de 2.911 metros [2.479-3.343]) do que aos postos volantes (média de 712 metros [657-767]). O meio de transporte mais utilizado até o posto fixo foi o automóvel (76% [69,9-82,1%]), enquanto que, nos postos volantes, a maioria dos proprietários levou seus animais a pé (76% [74,2-77,8%]). Em apenas 19% dos postos de vacinação todos os proprietários residiam no território da SUVIS Lapa/Pinheiros, sendo comum a vacinação de animais provenientes de outras regiões. A idade média dos cães foi de 5,8 anos [5,7-6,0] e 51% eram machos. Quanto à participação, 17% dos proprietários afirmaram ser a primeira vacinação de seus cães na campanha. A idade média dos gatos foi de 4,1 anos [3,9-4,4] e 57% eram fêmeas. Quanto à participação, 35% dos proprietários afirmaram ser a primeira vacinação de seus gatos na campanha. A idade média dos proprietários de cães foi de 40,38 anos, sendo 54% mulheres. Quanto ao transporte, 73% [71,6-74,9%] dos proprietários levaram os cães a pé, e 26% [24,7-28%] utilizaram automóvel. A idade média dos proprietários de gatos foi de 39,85 anos, sendo 62% mulheres. Quanto ao transporte, 63% [58,9-66,5%] dos proprietários levaram os gatos a pé, e 35% [31,4-38,9%] utilizaram automóvel. O número de animais vacinados na SUVIS Lapa/Pinheiros em 2012 foi o menor das últimas quatro campanhas, havendo decréscimo de 34,1% no número total de vacinados em relação a 2009, com diminuição de 35,8% para cães e 25,6% para gatos. Torna-se necessário aprimorar e adequar a estratégia de vacinação, principalmente em função das diferenças socioeconômicas desta área. / The purpose of this study was to evaluate the anti-rabies vaccination campaign in the region of SUVIS (Health Surveillance Supervision) Lapa/Pinheiros in 2012. The profile of the animals immunized and their respective owners was obtained and an analysis of the geographical distribution and the areas under the influence of the vaccination stations was made, based on the euclidean distance travelled by the animal owners. A non-probability sampling of the owners was carried out via questionnaire. The home addresses of the animals and of the vaccination stations were plotted on georeferenced maps. The distances travelled by the animal owners were significantly longer to the stationary station (average of 2.911 meters [2.479-3.343]) than to the mobile units (average of 712 meters [657-767]). The most frequently used mean of transportation to the stationary station was the car (76% [69,9-82,1%]), while most owners walked their animals to the mobile units (76% [74,2-77,8%]). In only 19% of the vaccination stations, all animal owners resided in the region under the supervision of SUVIS Lapa/Pinheiros, and the immunization of animals coming from other regions was a usual practice. The average age of the dogs was 5,8 years [5,7-6,0] and 51% of them were male. Regarding the participation in the vaccination campaign, 17% of the owners claimed to be the first vaccination of their dogs in the campaign. The average age of the cats was 4,1 years [3,9-4,4] and 57% of them were female. As for the participation, 35% of the owners claimed to be the first vaccination of their cats in the campaign. The average age of the dog owners was 40,38 years and 54% of them were women. Regarding the transportation, 73% [71,6-74,9%] of the owners walked their dogs to the vaccination station and 26% [24,7-28%] used cars. The average age of the cat owners was 39,85 years and 62% of them were women. As for their transportation, 63% [58,9-66,5%] of the owners walked and 35% [31,4-38,9%] used cars. The number of animals vaccinated in the region of SUVIS Lapa/Pinheiros in 2012 was the lowest of the last four campaigns, and there was a decrease of 34,1% in the total number of vaccinated animals in comparison with 2009, with a decrease of 35,8% for dogs and 25,6% for cats. Therefore, it is necessary to improve and adjust the vaccination strategy, mainly due to the socioeconomic differences in this area.