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WYBRANE ZAGADNIENIA PRAWNE I PRAKTYKA E-MAIL MARKETINGU W PROMOCJI I SPRZEDAŻY USŁUG AGROTURYSTYCZNYCH

100%

Król K.

Zagadnienia Doradztwa Rolniczego

2017

nr 3(89)

54-65

Rate of rural tourism is depends to a large extent on efficient marketing – efficient and economic. Marketing activities in the internet can still cause some problems to the owners of agro-touristic farms. Some of them can be in their assessment complicated and unclear. Legal conditions of conducting e-mail marketing operations were presented in the paper together with paying attention to practice of such operations performed by the owners of agro-touristic farms. It was proved in the conclusion that legal conducting of e-mail marketing campaigns is not easy. It needs knowledge of law, software operating and quite often professional terminology. However, all that should not discourage the owners of agro-touristic farms to obtain clients’ e-mail addresses which can be correlated with marketing campaign that consists in providing discounts for chosen services to the persons who will agree to receive e-mail marketing messages.

EXAMINING CONSUMERS' EXPERIENCE USING METAPHORS Metaphors for e-mail (Zastosowanie metafory w badaniach doswiadczen internautów. Metafory poczty elektronicznej)

80%

Swierczynska-Kaczor U.

e-mentor

2011

nr 3 (40)

74-81

In todays' marketing strategy understanding and creating consumers' experience is vital. Among other tools marketers can use metaphors in their quest for gathering information. In this article the author discusses advantages and limitations of using metaphors as a research technique. The discussion is based on the presented results of the survey aiming to gain an inside view of internet users' experience connected with communication via e-mail. This popular Internet service is metaphorically described by informants as for example: - virtual travel by computer or mobile phone with safety bags installed in the 'internet vehicle'; - an unlimited container similar to an 'exclusive fridge', 'universe', or a 'neatly-packed wardrobe'; - the tool for strengthening relationships within family, friends or business. Although metaphors are useful tool in an advertising strategy, product development, understanding the core of customers' benefits or the context of consumers' experience, the marketers can fail by using them in traditional questionnaires. Nevertheless, the survey shows that metaphorical descriptions in traditionally scaled questions can positively trigger the informants' curiosity (but not necessary enhance the accuracy of their answers).

PRÁVNA REGULÁCIA REKLAMY ŠÍRENEJ PROSTREDNÍCTVOM ELEKTRONICKEJ POŠTY

60%

Zlocha Ľ.

Právny obzor. Teoretický časopis pre otázky štátu a práva (Juridical Review. Theoretical journal for the questions of state and law)

2016

tom 99

nr 3

204 – 218

Advertising is a phenomenon of modern society, without which we cannot imagine functioning and prosperous economy. Internet advertising is nowadays regarded as an independent marketing tool. Increasingly, however we can still observe sending of unsolicited advertising messages that present a product or service or encourage the recipient in that direction to do more. In this article the author analyses legal regulation of advertising disseminated via e-mail. Dissemination of advertising via e-mail is regulated not only by public or private national law, but is also regulated and harmonised by EU law. Whereas the dissemination of advertisements via electronic mail is an advertising action, legal regulation also applies to the use of electronic mail as an advertising tool. Doctrinal understanding of spam as unsolicited messages of any content is broader than the definition contained in the framework of EU legislation, which is limited to unsolicited advertising messages disseminated by e-mail. What remains questionable is the issue of the effectiveness of anti-spam rules because the possibility of using anti-spam law standards is considerably restricted taking into account existing limits of national jurisdictions.