Ambient Media in the View of the General Public and Their Relation to this Communication Form

Tomáš Šula () and Milan Banyár
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Tomáš Šula: TBU in Zlín
Milan Banyár: TBU in Zlín

A chapter in Strategic Innovative Marketing, 2017, pp 3-9 from Springer

Abstract: Abstract The chapter presents detailed results of a broadband research on the topic of the general public perception of the ambient media in the context of the communication efficiency carried out by means of a mobile platform in more than 70 countries. Commercional and non-commercional entities are forced to search for new opportunities when communicating to their target group and rights of the opportunities may be perceived as the use of the ambient media. In the chapter, the author concludes from the responses of the respondents and demonstrates the value of the ambient media use as well as shows the opportunity for enhancing competitiveness of companies/brands or products by means of the ambient media.

Keywords: Ambient media; Out-of-home advertising; Innovative marketing and communications; Global research (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-319-33865-1_1

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DOI: 10.1007/978-3-319-33865-1_1

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