Niestandardowe formy komunikacji marketingowej

• Authors: Pilarczyk, Bogna

Title variants

PL

Non-standard Forms of Marketing Communications

Abstracts

EN

The changes taking place in the market environment encourage the usage of, apart from traditional promotion tools, non-standard forms of marketing communications. Among the stimuli to the development of new forms of communications one should particularly emphasize the excessive saturation with classical ways of communications, rapid development of information technology, the restrictions on companies' promotion expenditures, the increase in advertisers' creativity and demand for more customized and prestigious forms of promotion expressed by customers. Non-standard activities in the area of marketing communications are said to be both using atypical advertising media (floor in the shop, railway tickets, mobile phone), communications channels (TV reality shows) and unusual messages (e.g. rumors, creating crisis situations). Many of these activities are described in the literature as ambient media, product placement, viral, guerilla, mobile or controversial marketing. Within these one can observe dynamic development and enormous variation of the applied tools.

• Publisher: Uniwersytet Łódzki. Wydawnictwo Uniwersytetu Łódzkiego
• Journal: Acta Universitatis Lodziensis. Folia Oeconomica
• Year: 2004
• Volume: 179 cz. 1

Dates

published

2004

Contributors

author

Pilarczyk, Bogna

other

Akademia Ekonomiczna w Poznaniu, Katedra Strategii Marketingowych

Identifiers

URI

http://hdl.handle.net/11089/7282