Znaczenie audiomarketingu w efektywnej komunikacji marketingowej przedsiębiorstwa
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Celem pracy jest prezentacja rozważań teoretycznych dotyczących istoty, znaczenia
i zastosowania audiomarketingu oraz przedstawienie wyników badań opinii mieszkańców
Nowego Sącza na temat jego wykorzystania w nowosądeckich placówkach handlowych
i usługowych. W teoretycznej części niniejszej pracy wskazano wiele zalet audiomarketingu
w zakresie oddziaływania na zachowania klientów. Wykazano również, że jakkolwiek
audiomarketing może znacząco wpływać na zachowania klientów, to wpływ pozytywny
(a zatem zgodny z zamierzeniami twórców programów audiomarketingowych) można
uzyskać tylko po gruntownym poznaniu preferencji klientów i trafnym doborze instrumentów
audiomarketingu). Biorąc pod uwagę przedstawiane w tej pracy czynniki warunkujące skuteczność
audiomarketingu mogę stwierdzić, że w bardzo wielu miejscach czynników tych nie bierze się
pod uwagę. Popełniane są podstawowe błędy, z których główny to emitowanie bardzo głośnej
muzyki, lub zupełny jej brak tam, gdzie powinna być słyszalna przynajmniej w tle.
Dlatego też parafrazując cytowane uprzednio słowa M. Wąsowskiego pozwolę sobie
stwierdzić, że w „Nowym Sączu nie odrobiono lekcji audiomarketingu”.
The overriding goal of the thesis was to present theoretical analysis as well as the outcome of the research on audiomarketing. The scope of the research was based on general issues relating to sensory marketing. Hence, its essence and the ways in which it is used were presented as well. The aim of the research conducted was to find out how audiomarketing in shopping centres and service companies affects the inhabitants of Nowy Sącz. The research, in which one hundred respondents took part, proved that consumers like to listen to music in clothes stores, pubs and in a variety of leisure facilities. However, the respondents do not so eagerly expect to listen to music while doing the shopping in groceries, supermarkets or restaurants. The research also showed that there are few places in Nowy Sącz that are positively associated with audiomarketing. Furthermore, a large number of respondents provided examples of places that evoke negative associations for them. Bearing in mind the fact that a relatively large number of respondents gave an example of the Intermarche supermarket as the place that is negatively perceived in terms of the music and sounds that customers are exposed to there, an innovative audiomarketing project for that store was designed and presented in the thesis. The project is aimed at the Intermarche chain store situated in Europa II Plaza shopping centre.
The overriding goal of the thesis was to present theoretical analysis as well as the outcome of the research on audiomarketing. The scope of the research was based on general issues relating to sensory marketing. Hence, its essence and the ways in which it is used were presented as well. The aim of the research conducted was to find out how audiomarketing in shopping centres and service companies affects the inhabitants of Nowy Sącz. The research, in which one hundred respondents took part, proved that consumers like to listen to music in clothes stores, pubs and in a variety of leisure facilities. However, the respondents do not so eagerly expect to listen to music while doing the shopping in groceries, supermarkets or restaurants. The research also showed that there are few places in Nowy Sącz that are positively associated with audiomarketing. Furthermore, a large number of respondents provided examples of places that evoke negative associations for them. Bearing in mind the fact that a relatively large number of respondents gave an example of the Intermarche supermarket as the place that is negatively perceived in terms of the music and sounds that customers are exposed to there, an innovative audiomarketing project for that store was designed and presented in the thesis. The project is aimed at the Intermarche chain store situated in Europa II Plaza shopping centre.