New technologies and ambient marketing communication

• Authors: Łukasz P. Wojciechowski , Katharina Fichnová

Abstracts

PL

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.

EN

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 ofcreativity, 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.

Keywords

EN

ambient marketing communication; guerilla marketing; new technologies; creativity; originality; effectivity

PL

ambientowa komunikacja marketingowa; guerilla marketing; nowe technologie; kreatywność; oryginalność; skuteczność

• Publisher: Uniwersytet Komisji Edukacji Narodowej w Krakowie
• Journal: Annales Universitatis Paedagogicae Cracoviensis. Studia de Cultura
• Year: 2022
• Volume: 14
• Issue: 2
• Pages: 22-46

Dates

published

2022

Contributors

author

Łukasz P. Wojciechowski

• Univerzita svätého Cyrila a Metoda v Trnave

author

Katharina Fichnová

• Univerzita Konštantína Filozofa v Nitre

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Identifiers

DOI

10.24917/20837275.14.2.2

Biblioteka Nauki

22602127