Unconventional Methods of Marketing Communications

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dc.contributor.author Scheibe, Anna
dc.date.accessioned 2014-04-07T11:42:22Z
dc.date.available 2014-04-07T11:42:22Z
dc.date.issued 2013
dc.identifier.citation Business and non-profit organizations facing increased competition and growing customers' demands / ed. by Adam Nalepka, Anna Ujwary-Gil. Nowy Sącz : Wyższa Szkoła Biznesu - National-Louis University, cop. 2013. - S. 103-116 pl
dc.identifier.isbn 978-83-88421-82-2
dc.identifier.uri http://hdl.handle.net/11199/7411
dc.description.abstract In the era of an information revolution customers come in contact with huge numbers of marketing messages in their everyday lives. This leads to so called, information noise, which may result in many messages going unnoticed. Thus marketing managers are forced to search for more effectively ways of getting customers’ attention and are more willingly to use unconventional promotional methods based on using original forms or places in an effort to create the element of surprise and make their message more eye-catching for the targeted audience. This kind of move tends to evoke strong emotions, motiving readers to pass the message on. Creating such a buzz around brand name would also enhance the campaign’s effect. Unfortunately, this form of communication also brings with it some negative effects due to controversial or taboo topics connected with sensitive social issues. An analysis of the advertising methods used by the owners of the most powerful Polish brands shows that there is some evidence of the use of such methods in Poland. Nevertheless unconventional advertising methods are not a commonly used practice. pl
dc.language.iso en pl
dc.publisher Wyższa Szkoła Biznesu - National-Louis University in Nowy Sącz pl
dc.rights Uznanie autorstwa-Użycie niekomercyjne-Bez utworów zależnych 3.0 Polska *
dc.rights.uri http://creativecommons.org/licenses/by-nc-nd/3.0/pl/ *
dc.subject unconventional promotion pl
dc.subject ambient marketing pl
dc.subject guerilla marketing pl
dc.subject outdoor pl
dc.subject Polish brands pl
dc.title Unconventional Methods of Marketing Communications pl
dc.type bookPart pl

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Uznanie autorstwa-Użycie niekomercyjne-Bez utworów zależnych 3.0 Polska Except where otherwise noted, this item's license is described as Uznanie autorstwa-Użycie niekomercyjne-Bez utworów zależnych 3.0 Polska

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