TRENDS AND TOOLS IN MARKETING COMMUNICATION IN TODAY'S SPORT
Identifikátory výsledku
Kód výsledku v 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>
Výsledek na webu
<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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Alternativní jazyky
Jazyk výsledku
angličtina
Název v původním jazyce
TRENDS AND TOOLS IN MARKETING COMMUNICATION IN TODAY'S SPORT
Popis výsledku v původním jazyce
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.
Název v anglickém jazyce
TRENDS AND TOOLS IN MARKETING COMMUNICATION IN TODAY'S SPORT
Popis výsledku anglicky
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.
Klasifikace
Druh
D - Stať ve sborníku
CEP obor
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OECD FORD obor
30306 - Sport and fitness sciences
Návaznosti výsledku
Projekt
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Návaznosti
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace
Ostatní
Rok uplatnění
2019
Kód důvěrnosti údajů
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Údaje specifické pro druh výsledku
Název statě ve sborníku
Marketing Identity 2019 - Offline is the new online
ISBN
978-80-572-0038-3
ISSN
1339-5726
e-ISSN
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Počet stran výsledku
11
Strana od-do
390-400
Název nakladatele
Faculty of Mass Media Communication, University of SS. Cyril and Methodius in Trnava, Slovakia
Místo vydání
Trnava
Místo konání akce
Smolenice
Datum konání akce
5. 11. 2019
Typ akce podle státní příslušnosti
WRD - Celosvětová akce
Kód UT WoS článku
000684164400026