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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 -
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