Marketing of Innovations in the Activities of the SME Sector on the Example of Advertising Campaign “Human Body Scanner”
Marketing of Innovations in the Activities of the SME Sector on the Example of Advertising Campaign “Human Body Scanner”

Summary/Abstract: Innovations play an important role in the activity of enterprises on the market. This is due to the willingness of companies to introduce new revolutionized products or improve goods/services that currently require changes, since they do not meet the expectations of recipients. The aim of this publication is to identify the essential elements needed to design a promotional campaign for an innovative solution in the form of a human body scanner in the clothing industry and to indicate methods for the promotion of such a device. The theoretical part explains the most important aspects of designing an advertising campaign, including elements of the project, the essence and its targets. The empirical part presents the results, as well as the analysis carried out with the use of the questionnaire method focusing on the identification of consumers’ behaviors regarding clothing purchases. Taking into account the most important data connected with the conducted study, it can be indicated that the respondents usually do shopping several times a year, i.e. quite rare,most often in cheaper clothing stores located in shopping centers, such as H&M and Reserved. During the selection, they are usually guided by the appearance and price, and places where they search products are mostly websites and stationary stores, in which they finally make a purchase. Emotional and unplanned purchases are very rare among examined people, and they spend in the fitting room less than 15 minutes. Taking into account the results broken down by gender, many different behaviors can be indicated. Especiallyin the area of consumers’ preferences regarding important elements of clothing products affecting the purchase, time spent in the fitting room and the way to avoid trying on clothes varies.

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