Unconventional Methods of Marketing Communication
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Date
2013
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National-Louis University
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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.
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Keywords
unconventional promotion, guerilla marketing, ambient marketing
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.
Seria
Business and Non-profit Organizations, Facing Increased Competition and Growing Customers’ Demand;