摘要：To succeed in the highly competitive actual environment, every minute needs innovation. The
innovation communication as the innovation in communication does not imply, necessarily, up to date
technology, but it can start from a simple idea with strong impact, implemented using the offline and online
media, each one holding a well-established role. In an innovation era, just a few organizations seem to
integrate the communication management in innovation processes. Thus, there is missing the central premise
to move from the position of information about innovation to the strategic approach, absolutely
indispensable in any endeavor of innovation communication. If the television is undoubtedly the most
effective in generating awareness and familiarity with the brand, the online space is the place of strategies
application, where we are encouraged to act, spurring the purchase intent.
