Video Productions in Marketing Communication for Brand. Case Study

Tarczydło Beata ()
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Tarczydło Beata: AGH University of Science and Technology, Faculty of Management, Poland

International Conference on Marketing and Business Development Journal, 2018, vol. 1, issue 1, 16-22

Abstract: This article aims at establishing if and in what way the video productions play a role in marketing communication for brand. In particular, the following information has been sought: What types of video are utilised in the analysed campaign? How are they perceived by the target audience? What reactions do they stir? How do they impact the brand image? The research methodology covered literature studies, the analysis of available reports and case study of Allegro brand. The concept of video marketing has been presented in detail, with contemporary marketing communication for brand and various forms of video production used in it. Attention has also been focussed on selected campaign and methodology of their execution. In the light of conducted research, an observation proves to be justified that video productions as a key representation of video marketing constitute an attractive form of communication suited to the present technical and technological specificities and market participants’ expectations. They have an impact on the efficacy of the marketing communication for a brand and consequently on the effects of management of the branded market object. Among the clients satisfied with the experience associated with branded video, as many as 39% were more inclined to look for additional information on the brand or the product marked by it; 36% declared that they would transmit information on the contact with the organization to their friends or family; and 19% would share the brand content in their social networking sites. The conducted research lead to an observation that the video marketing activities play an important role in the management of current market objects and this phenomenon is bound to develop. The article formulates some recommendations for marketers who are interested in optimisation of marketing communication for a brand by means of video productions.

Keywords: marketing communication for brand; video marketing; video productions; branded video strategy; results of case study. (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2018
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