Unconventional Methods of Marketing Communication

dc.contributor.authorScheibe, Anna
dc.contributor.editorNalepka, Adam
dc.contributor.editorUjwary-Gil, Anna
dc.date.accessioned2016-09-23T08:30:53Z
dc.date.available2016-09-23T08:30:53Z
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_PL
dc.identifier.citationBusiness 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.pl_PL
dc.identifier.urihttp://hdl.handle.net/11199/7411
dc.identifier.urihttp://hdl.handle.net/10593/14935
dc.language.isoengpl_PL
dc.publisherNational-Louis Universitypl_PL
dc.relation.ispartofseriesBusiness and Non-profit Organizations, Facing Increased Competition and Growing Customers’ Demand;
dc.rightsinfo:eu-repo/semantics/openAccesspl_PL
dc.subjectunconventional promotionpl_PL
dc.subjectguerilla marketingpl_PL
dc.subjectambient marketingpl_PL
dc.titleUnconventional Methods of Marketing Communicationpl_PL
dc.typeArtykułpl_PL

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Uniwersytet im. Adama Mickiewicza w Poznaniu
Biblioteka Uniwersytetu im. Adama Mickiewicza w Poznaniu
Ministerstwo Nauki i Szkolnictwa Wyższego