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Ambient jako nowy język marketingowej komunikacji i oryginalne wykorzystanie przestrzeni miejskiej

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Wojciechowski Ł.
Annales Universitatis Paedagogicae Cracoviensis. Studia Poetica
|
2014
|
vol. 2
134-146
EN
Ambient marketing is one of the tools that belong to the so-called guerrilla marketing. It is a reaction to the rejection of classical types of marketing with their forms of persuasion. It aims at creating a new form of communication and a dialogue that often takes place in the urban areas. It achieves these goals by using the natural scenery of the city and integrating it within the creation of original, unique, and interactive objects and new communication situations.
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