Viral Campaing as an Effective Marketing Promotion Instrument

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F71226401%3A_____%2F15%3A%231007431" target="_blank" >RIV/71226401:_____/15:#1007431 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Viral Campaing as an Effective Marketing Promotion Instrument
Original language description
Abstract The article deals with the use of modern forms of marketing that have been gaining popularity in recent years with significant groups of cyberspace users. The power of viral marketing and viral campaigns is currently gaining momentum, despite the fact that a considerable mass of virtual environment clients often do not realize that they are part of this form of marketing. The success of viral campaigns can be attributed to well-developed strategy for such a campaign. To outline the functioningof various viral campaigns, we selected four specific campaigns that had already entered the virtual environment. A segmented sample of respondents was to evaluate given campaigns, which resulted in the fact that the viewer is often unaware of what is included. Chapter 3 describes the selected campaigns as follows: Dove Real Beauty Sketches, WestJet Christmas Miracle, Coca-Cola Unlock the 007 in You and Save the Children - Most Shocking and Second Day Video. 67.3% of carefully segmented
Czech name
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Czech description
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Publication year
2015
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

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