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An empirical study of public perceptions on ambient media

Tomáš Šula, Milan Banyár

Abstract: This paper examines the issue of ambient media in the framework of marketing communication on the level of perception by general public. The article states detailed results of broadband research on the topic of Perception of ambient media by general public in the context of communicate efficiency, which has been done by mobile platform in over 80 countries all over the world. The results seem to be the reflection of current situation in the field of individual marketing communication tools and the media which are dealing with still growing “blindness” of the recipients. Commercial and non-commercial subjects are forced to seek new opportunities to communicate with their target group and therefore the right solution could be the usage of ambient media. Authors base their results on the replies of recipients and he demonstrates the value of usage ambient media, and also they show the opportunity to increase the competitiveness of a company, a brand or a product right by means of ambient media use.

Additional Info

  • Author(s) Name: Tom Šula[1], Milan Banyár[1]
  • Author(s) Affiliation: [1]Tomas Bata University in Zlín, Faculty of multimedia communication, Zlín, Czech Republic
  • Corresponding author: This email address is being protected from spambots. You need JavaScript enabled to view it.
  • Keywords: ambient media, ambient marketing, guerilla marketing, creative communication
  • Article Type: Research
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