City Placement and Set Jetting as Unconventional Marketing Communication Tools for Local Governments

Agnieszka Smalec ()
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Agnieszka Smalec: University of Szczecin

Journal of Emerging Trends in Marketing and Management, 2019, vol. 1, issue 1, 165-171

Abstract: Local governments are forced to compete in an increasingly competitive environment. The competition takes place, among others, at the level of effective communication with various recipients. Not only the intensity of their conduct is important here, but also creativity, diversity and innovation. City placement and the associated jetting set is such a relatively non-standard communication tool. The main goal of the article is to present and explain the place of city placement in marketing communications of local governments and highlight the development of set jetting. City placement is primarily commercial access to the city, region or their elements for the implementation of artistic projects in their area in exchange for promoting these units by their dissemination to a wider audience. Set jetting is the organization of events and trips to film or TV series. Both of these forms have a high level of memory and benefit many parties. They are an effective alternative to traditional marketing communication tools because they engage recipients. One should also take into account the restrictions that they bring. The article also indicates the factors on which the results obtained by self-governments in the image dimension depend. The current recipient of city or region communication likes unconventional solutions that evoke emotions. It focuses on experiencing, experiencing, not just passive reception. He is tired of traditional forms of marketing communication and the information noise in various media has an impact on remembering a smaller amount of content by the recipient. It is important to switch from a one-sided message to dialogue and interaction. City placement and set jetting, however, cannot be a matter of chance but must be deliberate actions. The article uses literature, internet sources and case analysis as the research method.

Keywords: city placement; set jetting; marketing communication; local governments. (search for similar items in EconPapers)
JEL-codes: M30 (search for similar items in EconPapers)
Date: 2019
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