Wykorzystanie ambient marketingu w promocji filmów i seriali
cytuj
pobierz pliki
RIS BIB ENDNOTEWybierz format
RIS BIB ENDNOTEWykorzystanie ambient marketingu w promocji filmów i seriali
Data publikacji: 29.08.2018
Media Biznes Kultura, 2018, Numer 1 (4) 2018, s. 141 - 154
https://doi.org/10.4467/25442554.MBK.18.011.9290Autorzy
Wykorzystanie ambient marketingu w promocji filmów i seriali
The use of ambient marketing in the promotion of films and series
The film industry does not exist today without extensive marketing activities based on non-standard solutions. The article presents the ways in which the film industry uses activities from the borderline of art and marketing activities, based mainly on the shock of recipients, to the promotion of films and series from the horror genre. The article presents relationships between various art forms (e.g. site-specific) and phenomena from the field of marketing communication (e.g. guerrilla marketing, ambient marketing). The basis for the conclusions is the analysis of information about the subject of the study (the so-called desk research method) and the review of the literature related to the studied issues.
Ay C., Aytekin P., Nardali S., Guerrilla Marketing Communication Tools and Ethical Problems in Guerilla Advertising, „American Journal of Economics and Business Administration” 2010, No. 3.
Azhari A., Kamen J., Study shows billboards are more effective than recall, attitude‐change scores indicate, „Marketing News” 1984, No. 18.
Bigat E.C., Guerrilla Advertisement and Marketing. „Procedia – Social and Behavioral Sciences” 2012, No. 51.
Bučina T., Ambientní a interagující média v marketingových komunikacích a jejich přijímání spotřebiteli, http://hdl.handle.net/10563/15420 (dostęp: 06.07.2017).
Csikszentmihalyi M., Creativity: Flow and the Psychology of Discovery and Invention, Grada, New York 1996.
Derbaix C., Vanhamme J., The ‚you know what?‘ syndrome – how to use surprise for gaining success [w:] Proceedings of the 29th conference of the European Marketing Academy, red. B. Wierenga, A. Smidts, G. Antonides, Erasmus University Rotterdam. Rotterdam 2000.
Fajkus B., Filosofie a metodologie vědy, Academia, Praha 2005.
Fichnová K., Psychology of Creativity for Marketing Communication, Association Amitié Franco-Slovaque, Noailles 2013.
Franková E., Kreativita a inovace v organizaci, Grada, Praha 2011.
Gębarowski M., Nowoczesne formy promocji, Oficyna Wydawnicza Politechniki Rzeszowskiej, Rzeszów 2007.
Gero Š., Komunikácia – umenie – marketing, Univerzita Konštantína Filozofa v Nitre, Nitra 2012.
Geržová J., Slovník svetového a slovenského výtvarného umenia druhej polovice 20. Storočia, Kruh súčasného umenia PROFIL, Bratislava 1999.
Griffin J., Light Years Ahead: Interview with Robert Irwin. http://www.apollo-magazine.com/apollo-artist-interview-with-robert-irwin (dostęp: 10.09.2016).
Guilford J. P., Creativity in Retrospect [w:] Source Book for Creative Problem Solving, red. S. J. Parnes, Creative Education Foundation, London 1992.
Hatalská N., Niestandardowe formy promocji, „Marketing i Rynek” 2002, nr 11.
Hutter K., Hoffmann S., Guerilla Marketing: The Nature of the Concept and Propositions for Further Research, „Asian Journal of Marketing” 2011, No. 5.
Hutter K., Hoffmann S., Guerilla-Marketing – eine nüchterne Betrachtung einer vieldiskutierten Werbeform, „International Journal of Marketing” 2011, No. 50.
Jones J.P., What does effective frequency mean in 1997, „Journal of Advertising Research” 1997, July–August.
Jun W., Anshu S.A., Amit A., Experience the „ambience”: Testing perceptions of ambient advertising innovations between the United States and Indian consumers, http://www.emeraldinsight.com/doi/pdfplus/10.1108/IJoEM-11-2013-0204 (dostęp: 29.02.2018).
Jurca M.A., Madlberger M., Ambient media: advertising’s new media opportunity? „Journal of Marketing Communications” 2015, No. 1.
Jurca M.A., Plăiaș I., Schema Congruity – A Basis For Evaluating Ambient Advertising Effectiveness, http://steconomiceuoradea.ro/anale/volume/2013/n1/187.pdf (dostęp: 03.10. 2017).
Jurčová M., Torranceho figurálny test tvorivého myslenia, forma B: Všeobecná časť, Psychodiagnostické a didaktické testy, Bratislava 1984.
King K., Tinkham S.F., The learning and retention of outdoor advertising, „Journal of Advertising Research” Dec. 1989 – Jan. 1990.
Krautsack D., Ambient media-how the world is changing, „Admap Mag” 2008, No. 472.
Lee Yuen M., Dacko S., Ambient marketing – towards a modern definition [w:] Proceedings of the Academy of Marketing Conference 2011 Marketing Fields Forever, red A. Patterson, Academy of Marketing S. Oakes, Liverpool 2011.
Levinson J.C., Guerrilla Marketing in a Tough Economy: To succeed during an economic rough patch, you have to think and act like a successful guerrilla marketer, http://www.entrepreneur.com/article/65486 (dostęp: 02.10.2017).
Luxton S., Drummond L., What is this thing called ambient advertising? [w:] Proceedings of ANZMAC 2000 Visionary Marketing for the 21st Century: Facing the Challenge, red. A. O’Cass, Gold Coast 2000.
Malíček J., V popkultú-re, „Časopis pre umeleckú komunikáciu a popkultúru” 2016, No. 2.
Maniu A.I., Zaharie M.M. Advertising creativity – the right balance between surprise, medium and message relevance, „Emerging Markets Queries in Finance and Business”. Procedia Economics and Finance 2014.
Marchini R., Tebbutt K. Security and Surveillance, Bluespam: Is it legal?, http://www.dechert.com/files/Publication/c85a1f90-7c38-4c41-af86-45ccf68da685/Presentation/PublicationAttachment/e774084f-3e44-4567-a086-568e7c2389d1/WDPR0707_marchini-tebbutt.pdf (dostęp: 11.09.2017).
Meyer W.U., Niepel M., Surprise [w:] Encyclopedia of human behavior, red. V.S. Ramachandran, Academic Press, Orlando 1994.
Miko F., Umenie lyriky: Od obrazu k zmyslu, Slovenský spisovateľ, Bratislava 1988.
Mikuláš P., Formy digitalného a mobilného marketingu, Univerzita Konštantína Filozofa v Nitre, Nitra 2017.
Naples J.M., Effective Frequency: the relationship between frequency and advertising effectivenes, Assoctiation of National Adverties, New York 1979.
Ochrana F., Metodologie vědy: úvod do problému, Karolinum, Praha 2009. Patalas T., Guerillový marketing: jak s malým rozpočtem dosáhnout velkého úspěchu, Grada Publishing, Praha 2009.
Pavel C., Cătoiu I., Unconventional advertising for unconventional media, „Revista Economică” 2009, No. 2.
Radošinská J., New Trends in Production and Distribution of Episodic Television Drama: Brand Marvel-Netflix in the Post-Television Era, „Communication Today” 2017, No. 1.
Shankar A., Horton B., Ambient media: advertising‘s new media opportunity? https://www.tandfonline.com/doi/abs/10.1080/02650487.1999.11104763 (dostęp: 29.02.2018).
Štofko M., Od abstrakcie po živé umenie – Slovník pojmov moderného a postmoderného umenia, Slovart, Bratislava 2007.
Václavová D., Žižka T., Site specific, Pražská scéna, Praha 2008.
Węgrzyn M., Wyróżnić się za wszelką cenę, „Gazeta Prawna” 2002, nr 241.
Wojciechowski Ł., Ambient Marketing as New Language of Marketing Communication and an Original use of the Urban Space, „Annales Universitatis Paedagogicae: Studia Poetica II” 2014, nr 2
Yuksekbilgili Z., The Use of Guerilla Marketing In SMEs. „International Journal of Advanced Multidisciplinary Research and Review” 2014, No. 2.
Informacje: Media Biznes Kultura, 2018, Numer 1 (4) 2018, s. 141 - 154
Typ artykułu: Oryginalny artykuł naukowy
Tytuły:
Wykorzystanie ambient marketingu w promocji filmów i seriali
The use of ambient marketing in the promotion of films and series
University of Ss. Cyril and Methodius in Trnava, Slovak Republic
Publikacja: 29.08.2018
Status artykułu: Otwarte
Licencja: Żadna
Udział procentowy autorów:
Korekty artykułu:
-Języki publikacji:
PolskiLiczba wyświetleń: 2132
Liczba pobrań: 3732