Nowe technologie i ambientowa komunikacja marketingowa
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Słowa kluczowe

ambientowa komunikacja marketingowa
guerilla marketing
nowe technologie
kreatywność
oryginalność
skuteczność ambient marketing communication
guerilla marketing
new technologies
creativity
originality
effectivity

Jak cytować

Wojciechowski, Łukasz P., & Fichnová, K. (2022). Nowe technologie i ambientowa komunikacja marketingowa. Annales Universitatis Paedagogicae Cracoviensis | Studia De Cultura, 14(2), 22–46. https://doi.org/10.24917/20837275.14.2.2

Abstrakt

Artykuł przedstawia niekonwencjonalne formy i technologie komunikacji cyfrowej, które partyzancka i ambientowa komunikacja marketingowa wykorzystuje do realizacji strategii komunikacyjnych klienta. Przedstawia specyfikę tych rodzajów komunikacji, wskazując na kreatywność jako ich immanentny składnik wraz z jej podstawowymi atrybutami (oryginalność, perswazyjność, użyteczność itp.). Na próbie 300 respondentów zidentyfikowano różnice w subiektywnym postrzeganiu atrybutów komunikacji marketingowej typu ambient i klasycznej kreatywnej formy komunikacji marketingowej. W artykule scharakteryzowano strategie i techniki wizualne oraz nowe technologie wykorzystywane w nich do wywołania efektów zaskoczenia i wywoływania pozytywnych emocji. Wybrane przykłady ilustrują możliwości komunikacji cyfrowej w ramach realizacji strategii komunikacyjnej. Proponujemy również własny schemat syntetyzujący poziomy kreatywności komunikacji marketingowej pod względem istotnych składników kreatywności z uwzględnieniem nowych technologii oraz miejsca komunikacji ambientowej i partyzanckiej z wykorzystaniem technologii na tych poziomach.

https://doi.org/10.24917/20837275.14.2.2
PDF (English)

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