Unconventional Methods of Marketing Communications

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dc.contributor.authorScheibe, Anna
dc.date.accessioned2014-04-07T11:42:22Z
dc.date.available2014-04-07T11:42:22Z
dc.date.issued2013
dc.description.abstractIn 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.identifier.citationBusiness 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. 103-116pl
dc.identifier.isbn978-83-88421-82-2
dc.identifier.urihttp://hdl.handle.net/11199/7411
dc.language.isoenpl
dc.publisherWyższa Szkoła Biznesu - National-Louis University in Nowy Sączpl
dc.rightsUznanie autorstwa-Użycie niekomercyjne-Bez utworów zależnych 3.0 Polska*
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/3.0/pl/*
dc.subjectunconventional promotionpl
dc.subjectambient marketingpl
dc.subjectguerilla marketingpl
dc.subjectoutdoorpl
dc.subjectPolish brandspl
dc.titleUnconventional Methods of Marketing Communicationspl
dc.typebookPartpl

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