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Implementation of ambient marketing by organizations in Poland

100%
Flieger M.
Handel Wewnętrzny
|
2017
|
issue 2 (367)
94-102
EN
The paper deals with the matters concerning the marketing function management within an organization, concentrating on unconventional promotional instrument - ambient marketing. After putting into scrutiny the very idea and main features of ambient marketing, the research results concerning activity and views of Polish organizations in this field are presented and commented. Finally, the author defines the scale, objectives and perception of efficiency of ambient campaigns in Poland. This is the research article.
PL
W artykule poruszono kwestie dotyczące marketingowej funkcji zarządzania w organizacji, skupiając się na niekonwencjonalnym narzędziu promocyjnym – ambient marketingu. Po dokładnym zbadaniu samej idei i głównych cech ambient marketingu przedstawiono i skomentowano wyniki badań dotyczące działań i zapatrywań polskich organizacji w tej dziedzinie. Na koniec autor określa skalę, cele i percepcję skuteczności kampanii ambient marketingu w Polsce. Artykuł ma charakter badawczy.
RU
Статья посвящена вопросам, касающимся маркетинговой функции управления в организации, и сосредоточивается на неконвенциональном инструменте продвижения – ambient-маркетинге. Изучив детально саму идею и основные черты ambient-маркетинга, автор представил и обсудил результа- ты исследований деятельности и мнений польских организаций в этой области. Наконец, автор определил масштаб, цели и восприятие эффективности ambient-мероприятий в Польше. Статья имеет исследовательский характер.
2
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Wykorzystanie instrumentów ambient marketingu w turystyce

84%
Marczak M.
Rozprawy Naukowe Akademii Wychowania Fizycznego we Wrocławiu
|
2014
|
vol. 45
130-137
EN
Ambient marketing includes any non-standard forms of marketing that combine marketing activities within the framework of both ATL (above the line) and BTL (below the line) strategies. The paper presents its examples in the tourist branch. In particular, it characterises the varieties of non-standard marketing, such as guerilla marketing, viral marketing trendsetting, buzz marketing, e-mail marketing and marketing games. Furthermore, examples are presented of the use of non-standard promotion means by various types of entities that function in a widely understood tourist market, including local government entities (e.g. communes, districts), local tourism organizations, regional tourism organizations, national tourism organizations and various companies that provide tourist services. In the article, a research thesis is accepted that ambient marketing instruments are more frequently used in the tourist market, which is developing so dynamically, and, on many occasions, their effectiveness is considerably greater than that of traditional marketing instruments.
3
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Wykorzystanie ambient marketingu w promocji filmów i seriali

84%
Wojciechowski Ł. P.
Media Biznes Kultura
|
2018
|
issue 1(4)
141-154
EN
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.
PL
Przemysł filmowy nie istnieje dzisiaj bez rozbudowanych działań marketingowych, opartych na niestandardowych rozwiązaniach. W artykule zaprezentowano, w jaki sposób przemysł filmowy wykorzystuje działania z pogranicza sztuki oraz działania marketingowe, oparte głównie na szokowaniu odbiorców, do promocji filmów i seriali z gatunku horrorów. W artykule przedstawiono związki pomiędzy różnymi formami sztuki (np. site-specific) a zjawiskami z obszaru komunikacji marketingowej (np. guerrilla marketing, ambient marketing). Podstawą do wysunięcia wniosków jest analiza informacji o przedmiocie badania (tzw. metoda desk research) oraz przegląd literatury dotyczącej badanej problematyki.
4

Flash mob jako narzędzie marketingowe. Wykorzystanie psychologii tłumu w promocji instytucji i produktów kultury

59%
Cyrklaff M. J.
Roczniki Naukowe Wyższej Szkoły Bankowej w Toruniu
|
2014
|
issue 13
53-70
EN
Flash mob in its original form meant spontaneous event, initiated in a public space by an unknown group of people. It had entertaining and absurd character and about the time of its commencement completely random people were reported usually through e-mails or text messages. Over time, this particular form of happening evolved and can now be used as an educational tool for sensitizing activation of some important social issues, as well as a marketing tool used in advertising and branding. This article is devoted to the characteristic of flash mobs as a tools of promotion of the institutions, services and cultural products. At the beginning in the article were described the evolution and structure of flash mobs and then were given examples of flash mobs in marketing activities in the field of art and culture. At the end of the article were presented guidelines related to the use of flash mobs in a business field.
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