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

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50802 - Media and socio-cultural communication

Projekt

—

Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2019

Kód důvěrnosti údajů

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

Název statě ve sborníku

Strategic Innovative Marketing and Tourism

ISBN

978-3-030-12452-6

ISSN

—

e-ISSN

—

Počet stran výsledku

9

Strana od-do

413-421

Název nakladatele

Springer

Místo vydání

Cham

Místo konání akce

Athenian Riviera

Datum konání akce

17. 10. 2018

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

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