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Ambient media in the view of the general public and their relation to this communication form
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| dc.title | Ambient media in the view of the general public and their relation to this communication form | en |
| dc.contributor.author | Šula, Tomáš | |
| dc.contributor.author | Banyár, Milan | |
| dc.relation.ispartof | Strategic Innovative Marketing | |
| dc.relation.ispartof | Springer Proceedings in Business and Economics | |
| dc.identifier.issn | 2198-7246 Scopus Sources, Sherpa/RoMEO, JCR | |
| dc.identifier.isbn | 978-3-319-33865-1 | |
| dc.identifier.isbn | 978-3-319-33863-7 | |
| dc.date.issued | 2017 | |
| dc.citation.spage | 3 | |
| dc.citation.epage | 9 | |
| dc.event.title | 4th International Conference on Strategic Innovative Marketing (IC-SIM) | |
| dc.event.location | Mykonos | |
| utb.event.state-en | Greece | |
| utb.event.state-cs | Řecko | |
| dc.event.sdate | 2015-09-24 | |
| dc.event.edate | 2015-09-27 | |
| dc.type | conferenceObject | |
| dc.language.iso | en | |
| dc.publisher | Springer International Publishing AG | |
| dc.identifier.doi | 10.1007/978-3-319-33865-1_1 | |
| dc.relation.uri | https://link.springer.com/chapter/10.1007/978-3-319-33865-1_1 | |
| dc.subject | ambient media | en |
| dc.subject | out-of-home advertising | en |
| dc.subject | innovative marketing and communications | en |
| dc.subject | global research | en |
| dc.description.abstract | The chapter presents detailed results of a broadband research on the topic of the general public perception of the ambient media in the context of the communication efficiency carried out by means of a mobile platform in more than 70 countries. Commercional and non-commercional entities are forced to search for new opportunities when communicating to their target group and rights of the opportunities may be perceived as the use of the ambient media. In the chapter, the author concludes from the responses of the respondents and demonstrates the value of the ambient media use as well as shows the opportunity for enhancing competitiveness of companies/brands or products by means of the ambient media. | en |
| utb.faculty | Faculty of Multimedia Communications | |
| dc.identifier.uri | http://hdl.handle.net/10563/1007307 | |
| utb.identifier.obdid | 43875373 | |
| utb.identifier.scopus | 2-s2.0-85104037841 | |
| utb.identifier.wok | 000405332300001 | |
| utb.source | d-wok | |
| dc.date.accessioned | 2017-09-03T21:40:10Z | |
| dc.date.available | 2017-09-03T21:40:10Z | |
| utb.ou | Department of Marketing Communications | |
| utb.contributor.internalauthor | Šula, Tomáš | |
| utb.contributor.internalauthor | Banyár, Milan | |
| utb.fulltext.affiliation | Tomáš Šula and Milan Banyár T. Šula (✉) · M. Banyár Department of Marketing Communications, Faculty of Multimedia Communications, TBU in Zlín, Zlín, Czech Republic e-mail: sula@fmk.utb.cz | |
| utb.fulltext.dates | - | |
| utb.fulltext.references | Keswani, R., & Ghatawat, M. (2010). Ambient advertising—report: I’s of ambient advertising. In Ambient advertising—report: Scribd is the world’s largest social reading and publishing site. Retrieved April 04, 2015, from http://www.scribd.com/doc/26980152/Ambient-Advertising-Report. Krautsack, D., & Aust, T. (2006). Cows in jacket: Can ambient media fight the effect of mass media fragmentation? Esomar World Research Paper. LEVINSON, Jay Conrad a Al LAUTENSLAGER. Guerrilla marketing in 30 days. Irvine Calif.: Entrepreneur Media, c2005, xv, 272 p. ISBN 19-325-3129-7. Přikrylová, J., & Jahodová, H. (2010). Moderní marketingová komunikace (303 pp.). Praha: Grada Publishing. ISBN 978-80-247-3622-8. Štarchoň, P. (2009). Využívanie netradičných foriem marketingovej komunikácie na Slovensku. In Marketingové komunikace a jejich nové formy (pp. 106–111). Praha: Professional Publishing. ISBN 978-80-7318-830-6. Thomas, R. (1997). Ambushed by the advertisers you can’t hide from ambient ads. Even if you take the first train out of town, says Richard Thomas, they’ll get you on the station approach. The Guardian Retrieved April 04, 2015, from http://search.proquest.com/docview/245167924?accountid=15518. | |
| utb.fulltext.sponsorship | - | |
| utb.wos.affiliation | [Sula, Tomas; Banyar, Milan] TBU Zlin, Fac Multimedia Commun, Dept Mkt Commun, Zlin, Czech Republic | |
| utb.scopus.affiliation | Department of Marketing Communications, Faculty of Multimedia Communications, TBU in Zlín, Zlín, Czech Republic | |
| utb.fulltext.projects | - |
