Ambient marketing as a new language of marketing communication and the original use in urban space Cover Image

Ambient jako nowy język marketingowej komunikacji i oryginalne wykorzystanie przestrzeni miejskiej
Ambient marketing as a new language of marketing communication and the original use in urban space

Author(s): Łukasz Wojciechowski
Subject(s): Communication studies
Published by: Wydawnictwo Naukowe Uniwersytetu Pedagogicznego w Krakowie
Keywords: ambient;guerilla marketing;city;scenography;communication

Summary/Abstract: 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.

  • Issue Year: 2/2014
  • Issue No: 1
  • Page Range: 134-146
  • Page Count: 13
  • Language: Polish