TRENDS AND TOOLS IN MARKETING COMMUNICATION IN TODAY'S SPORT
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216208%3A11510%2F19%3A10417974" target="_blank" >RIV/00216208:11510/19:10417974 - isvavai.cz</a>
Result on the web
<a href="https://fmk.sk/download/MI2019_AJ_final-1.pdf" target="_blank" >https://fmk.sk/download/MI2019_AJ_final-1.pdf</a>
DOI - Digital Object Identifier
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Alternative languages
Result language
angličtina
Original language name
TRENDS AND TOOLS IN MARKETING COMMUNICATION IN TODAY'S SPORT
Original language description
The paper studies current trends and tools used in marketing communication in the sports environment. Trends primarily mean the content of communication and the effect of communication events on how the marketing communication, as well as the overall brand, of specific sports companies is perceived. The paper also presents current forms and tools which can be helpful in presenting and publishing these offline communication events and disseminating them to the right target groups. These marketing communication trends in today's sports environment include direct fan engagement and interaction; extreme or unconventional sports events; storytelling; presenting backstage and behindthe-scenes information and materials; and lastly interconnecting different sports. Current communication channels and dissemination tools include most importantly a variety of video formats; mobile apps; advergaming; virtual reality; augmented reality; as well as older, but still popular photographs and images. However, offline events and situations are still the most common source of content for the online sphere.
Czech name
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Czech description
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Classification
Type
D - Article in proceedings
CEP classification
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OECD FORD branch
30306 - Sport and fitness sciences
Result continuities
Project
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Continuities
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace
Others
Publication year
2019
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Article name in the collection
Marketing Identity 2019 - Offline is the new online
ISBN
978-80-572-0038-3
ISSN
1339-5726
e-ISSN
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Number of pages
11
Pages from-to
390-400
Publisher name
Faculty of Mass Media Communication, University of SS. Cyril and Methodius in Trnava, Slovakia
Place of publication
Trnava
Event location
Smolenice
Event date
Nov 5, 2019
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
000684164400026