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1
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Zapach i dźwięk jako sensoryczne narzędzia marketingu w restauracji

100%
Koziara P.
Studia i Materiały
|
2014
|
issue 2014 (17)
150-160
PL
Większość procesów dotyczących zakupów zachodzi poza świadomością konsumenta. Wybory, jakich dokonuje, podyktowane są potrzebami i indywidualnymi preferencjami. Nie mniejszy wpływ na podejmowanie konkretnych decyzji mają działania marketingowe. Mno- gość komunikatów docierająca do konsumenta jest tak duża, że marketing oparty tylko na obrazach przestał być wystarczający. Marki korzystające tylko z wizualnych narzędzi są słabiej rozpoznawalne pośród swoich konkurentów. Dlatego też, obecnie kreowane marki sięgają po dodatkowe narzędzia marketingowe mające działać kompleksowo na odbiorcę. W przypadku restauracji to zmysł smaku powinien być głównym zmysłem świadczącym o marce. Jednak jak pokazują wszystkie badania przeprowadzone w obszarze marketingu sensorycznego, dopiero wsparcie zapachowe i dźwiękowe spowoduje, że zostanie ona odebrana we właściwy sposób i zapamiętana.
EN
Most of the consumer decisions are processed out of the consumer consciousness. Choices are the results of needs and individual preferences. The power of marketing takes very strong as well. Because of multiplicity of communication, marketing based on visual tools is not enough to make a brand visible among its competitors. That is why created brands use more marketing tools to influence more complex on the consumers. On the restaurant market the taste is the main sense but only supported by scent and sound can be perceived and remem- bered in appropriate way.
2
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Audiomarketing - music as a tool for indirect persuasion

94%
Makomaska S.
Interdisciplinary Studies in Musicology
|
2011
|
issue 10
77-86
PL
In modern society, music penetrates most of our everyday activities, and so one is not surprised that it has become commonplace, and even expected by consumers, in places of sale. Contemporary shops are no longer merely points of sale. They have become a sort of medium between clients, on one hand, and vendors and producers, on the other. Audiomarketing is a term used to define a modern marketing tool that uses music to create the unique atmosphere of a particular place and to influence consumer in places of sale. To explain the audiomarketing phenomenon, a review of selected studies concerning the problem of emotional responses to music has been presented. These findings are supported by a review of some investigations indicating that music can have a strong impact on consumer behaviour (e.g. music and the speed of customer activity, music and time perception, the effects of music on sales, etc.). The presented examples of experimental research provide excellent proof that it is worth introducing suitably chosen music into a space where people buy and consume. This is due above all to the fact that present-day society, overwhelmed by vociferous messages, prefers emotional arguments, and music can act as an excellent tool for communicating with consumers on an emotional level.
3
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“Acoustic wallpaper” under control – the case of musique d’ameublement and Muzak

60%
Makomaska S.
Interdisciplinary Studies in Musicology
|
2021
|
issue 21
39-55
EN
Attention is one of the most important cognitive processes. Its functioning and key characteristics play a vital role in the perception of music, especially in everyday situations when music becomes an acoustical background. Thanks to selectiveness, shift and division of attention, the listener can balance between an active and a passive act of listening, however, the results of auditory perception may be difficult to determine. Can the sender, in the process of musical communication, manage the listener’s attention in such a way as to achieve the effect of “acoustic wallpaper” understood as a perception-based effect of background music, where music, in line with the sender’s intentions, is located in the peripheral zone of the listener’s attention, within extensive attention? What function, from the perspective of the sender, is performed by “acoustic wallpaper”? Is it a target result or a mechanism leading to cer- tain reactions in an indirect way? What factors play a decisive role for the efficiency of an adopted strategy? The main aim of this article is to answer the above questions by the analysis of two exemplary concepts of background music (musique d’ameublement by Erik Satie and Muzak) through the prism of the author’s theoretical model of “acoustic wallpaper” (Makomaska, 2021). This novel ap- proach derives from the psychologically-based reciprocal feedback model of musical response (hargreaves, et al., 2005) and socio-musicological studies on pragmatic forms of musical communication (brown, 2006). It assumes that the effectiveness of “acoustic wallpaper” being under control of the sender (the composer or a professional company) is conditioned by correlations between structural characteristics of music, the listener, and historical-social context. The analysis shows that the intended functions of background music (seen from the perspective of the sender) can differ from the real ones and in the case of particular concepts can be moderated by various groups of factors. The results provoke further discussion on the application potential of the proposed model in psychologically, historically and/or marketing-oriented studies on such concepts as e.g. ambient music and contemporary audiomarketing strategies implemented in commercial environments, where music located on the periphery of the listener’s attention can become an effective tool of mani- pulation.
4
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Marketing zmysłów jako koncepcja multisensorycznego oddziaływania na konsumentów

60%
Pabian A. M.
Marketing i Rynek
|
2019
|
issue 7
31-40
EN
The period immediately before Christmas is the time of the intensified efforts of sensory marketing specialists, which aim to increase the rate of customer optimism, i.e. the degree of feeling positive emotions at the point of sale, which significantly affects the percentage of purchasing decisions made by individual customers on the consumer goods market. The aim of the article is to present the essence of sensory marketing in the context of stimulating and persuasive functions. The theoretical discussion on sensory marketing will be enriched with the examples of activities performed during the Christmas season. The article will use the method of literature analysis in the field of sensory marketing, with particular emphasis on visual merchandising, aromatherapy and audio marketing. Observations recorded as part of the participant observation and the proposal of further research in the area will also be presented.
PL
Okres bezpośrednio poprzedzający Święta Bożego Narodzenia jest czasem, w którym szczególnie identyfikowane są wzmożone prace specjalistów ds. marketingu sensorycznego w celu zwiększenia współczynnika optymizmu klientów, czyli stopnia odczuwania pozytywnych emocji w miejscu sprzedaży, który w sposób istotny wpływa na odsetek decyzji zakupowych, podejmowanych przez klientów indywidualnych na rynku dóbr konsumpcyjnych. Celem artykułu jest przedstawienie istoty marketingu sensorycznego w kontekście realizacji funkcji stymulacyjnej oraz perswazyjnej. Rozważania teoretyczne na temat marketingu zmysłów zostaną wzbogacone o przykłady działań realizowanych w okresie świątecznym. W artykule zostanie wykorzystana metoda analizy piśmiennictwa w zakresie marketingu zmysłów, ze szczególnym uwzględnieniem visual merchandisingu, aromamarketinu oraz audiomarketingu. Przedstawione zostaną również spostrzeżenia zarejestrowane w ramach obserwacji uczestniczącej oraz propozycja dalszych badań w tym zakresie.
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