New technologies and ambient marketing communication
This paper introduces unconventional forms and technology of digital communication, which guerilla and ambient marketing communication utilize to implement strategies of communi-cation with clients. It presents specifics of the mentioned types of communication, pointing out creativity and its remark...
| Main Authors: | , |
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| Format: | Article |
| Language: | Polish |
| Published: |
Uniwersytet Pedagogiczny im. Komisji Edukacji Narodowej w Krakowie
2022-06-01
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| Series: | Annales Universitatis Paedagogicae Cracoviensis. Studia de Cultura |
| Subjects: | |
| Online Access: | https://studiadecultura.up.krakow.pl/article/view/9439 |
| _version_ | 1797924540009938944 |
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| author | Łukasz P. Wojciechowski Katharina Fichnová |
| author_facet | Łukasz P. Wojciechowski Katharina Fichnová |
| author_sort | Łukasz P. Wojciechowski |
| collection | DOAJ |
| description | This paper introduces unconventional forms and technology of digital communication, which guerilla and ambient marketing communication utilize to implement strategies of communi-cation with clients. It presents specifics of the mentioned types of communication, pointing out creativity and its remarkable unique attributes (originality, the element of surprise, effectivity and others). In our selection of 300 respondents, differences in subjective perception of attributes were identified in ambient marketing communication and in classical creative form of marketing communication. Our paper characterizes strategies and visual techniques used in them, and new technologies implementing the element of surprise for creation of positive emotions. With the use of selected examples, we illustrate possibilities for digital communication with implemented communication strategies. At the end, we offer our own synthesized scheme of creativity levels in marketing communication addressing the special importance of
creativity, with a regard to the new technologies and with an investigative approach towards the ambient and guerilla marketing communications using these new technologies at the set levels. |
| first_indexed | 2024-04-10T15:02:34Z |
| format | Article |
| id | doaj.art-ed933f69f80748659d55bf05b1b0eb78 |
| institution | Directory Open Access Journal |
| issn | 2083-7275 2391-4432 |
| language | Polish |
| last_indexed | 2024-04-10T15:02:34Z |
| publishDate | 2022-06-01 |
| publisher | Uniwersytet Pedagogiczny im. Komisji Edukacji Narodowej w Krakowie |
| record_format | Article |
| series | Annales Universitatis Paedagogicae Cracoviensis. Studia de Cultura |
| spelling | doaj.art-ed933f69f80748659d55bf05b1b0eb782023-02-15T09:55:38ZpolUniwersytet Pedagogiczny im. Komisji Edukacji Narodowej w KrakowieAnnales Universitatis Paedagogicae Cracoviensis. Studia de Cultura2083-72752391-44322022-06-01142224610.24917/20837275.14.2.29241New technologies and ambient marketing communicationŁukasz P. Wojciechowski0Katharina Fichnová1Univerzita svätého Cyrila a Metoda v TrnaveUniverzita Konštantína Filozofa v NitreThis paper introduces unconventional forms and technology of digital communication, which guerilla and ambient marketing communication utilize to implement strategies of communi-cation with clients. It presents specifics of the mentioned types of communication, pointing out creativity and its remarkable unique attributes (originality, the element of surprise, effectivity and others). In our selection of 300 respondents, differences in subjective perception of attributes were identified in ambient marketing communication and in classical creative form of marketing communication. Our paper characterizes strategies and visual techniques used in them, and new technologies implementing the element of surprise for creation of positive emotions. With the use of selected examples, we illustrate possibilities for digital communication with implemented communication strategies. At the end, we offer our own synthesized scheme of creativity levels in marketing communication addressing the special importance of creativity, with a regard to the new technologies and with an investigative approach towards the ambient and guerilla marketing communications using these new technologies at the set levels.https://studiadecultura.up.krakow.pl/article/view/9439ambient marketing communicationguerilla marketingnew technologiescreativityoriginalityeffectivity |
| spellingShingle | Łukasz P. Wojciechowski Katharina Fichnová New technologies and ambient marketing communication Annales Universitatis Paedagogicae Cracoviensis. Studia de Cultura ambient marketing communication guerilla marketing new technologies creativity originality effectivity |
| title | New technologies and ambient marketing communication |
| title_full | New technologies and ambient marketing communication |
| title_fullStr | New technologies and ambient marketing communication |
| title_full_unstemmed | New technologies and ambient marketing communication |
| title_short | New technologies and ambient marketing communication |
| title_sort | new technologies and ambient marketing communication |
| topic | ambient marketing communication guerilla marketing new technologies creativity originality effectivity |
| url | https://studiadecultura.up.krakow.pl/article/view/9439 |
| work_keys_str_mv | AT łukaszpwojciechowski newtechnologiesandambientmarketingcommunication AT katharinafichnova newtechnologiesandambientmarketingcommunication |