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Title: Unconventional Methods of Marketing Communication
Authors: Scheibe, Anna
Editors: Nalepka, Adam
Ujwary-Gil, Anna
Keywords: unconventional promotion
guerilla marketing
ambient marketing
Issue Date: 2013
Publisher: National-Louis University
Citation: Business and Non-profit Organizations, Facing Increased Competition and Growing Customers’ Demand, Wyższa Szkoła Biznesu, National-Louis University, vol. 12, Nowy Sącz 2013, pp. 103-116.
Series/Report no.: Business and Non-profit Organizations, Facing Increased Competition and Growing Customers’ Demand;
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.
Appears in Collections:Artykuły naukowe (WPiA)

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