Categorization of Ambient Media Based on Identification of Common Signs of Selected Installations

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28130%2F19%3A63523766" target="_blank" >RIV/70883521:28130/19:63523766 - isvavai.cz</a>

Result on the web

<a href="http://dx.doi.org/10.1007/978-3-030-12453-3_47" target="_blank" >http://dx.doi.org/10.1007/978-3-030-12453-3_47</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.1007/978-3-030-12453-3_47" target="_blank" >10.1007/978-3-030-12453-3_47</a>

Result language

angličtina

Original language name

Categorization of Ambient Media Based on Identification of Common Signs of Selected Installations

Original language description

Ambient media are still perceived as an extremely efficient communication tool, mostly within social communication within specified types of commercial communication. It is possible to describe ambient media as non-standard, unusual and not very frequent medium, which is not used very often in the system of marketing communication. In the theoretical frame only general qualities and characteristics of ambient media are published, which define the qualities of these media and at the same time the categorization in the marketing communication tools, which can be considered as current, such as viral marketing, guerilla marketing, etc. However, these statements are too general and they do not focus on the nature of ambient media. This article has the aim to help conceptualize ambient media and define clear grounding and categorization of ambient media, where the base for categorization are common features of already published installations of ambient media. It is possible to use the final categorization in practice, where on its bases it is possible to identify specific category and subsequently create ambient medium according to the requirements of the advertiser of the communication claim. Considering the qualities of ambient media, this categorization is globally applicable.

Czech name

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Czech description

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Type

D - Article in proceedings

CEP classification

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OECD FORD branch

50802 - Media and socio-cultural communication

Project

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Continuities

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year

2019

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection

Strategic Innovative Marketing and Tourism

ISBN

978-3-030-12452-6

ISSN

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e-ISSN

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Number of pages

9

Pages from-to

413-421

Publisher name

Springer

Place of publication

Cham

Event location

Athenian Riviera

Event date

Oct 17, 2018

Type of event by nationality

WRD - Celosvětová akce

UT code for WoS article

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