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On-Line Marketing-Communication In Hungary

Krisztina Taralik ()
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Krisztina Taralik: Faculty of Economics and Social Sciences Károly Róbert College Gyöngyös, Hungary

Analele Stiintifice ale Universitatii "Alexandru Ioan Cuza" din Iasi - Stiinte Economice (1954-2015), 2011, vol. 58, 339-349

Abstract: From the total domestic advertisement cake the internet has a steadily growing slice. The reasons of turning towards the on-line communication we can look for in the change of the consumer habits and the development of the technical side. Due to the media noise consumers become indifferent, the development of digital technology breaking up the media consumption habits, these trends required new solutions from the marketers, to form more creative, more attractive advertisements, that the desired information can be sent to the consumers efficiently. The application of guerrilla marketing may be a good solution because of his unusual penetrating force and his cost-efficiency. Nowadays this method is relative rarely used on the Hungarian market. The guerrilla marketing has many important and well-separable methods. This study emphasizes only the on-line forms from these. The electronic way provides distinguish solution for the structured circulation of information, this way can be good solution for the buzz marketing being built on the spread of the gossips, so for the internet spreading viral marketing. To the dissemination of the gossips, buzz the social networks seem distinguished ground. The rule of the social networks in Hungary demonstrate the fact, that there are two social sites can be found between the four most popular web pages. The composition of the users of the different social networks can be various based on the distribution of the demographic characteristics, so we can select the social sites with the best composition of users coincides with the specification of consumers belonging to the target group of our campaign mostly. So we can select that or those social site(s) which can be the most adequate places for our viral campaign. Following this, the success of course depends on how much we can arise the target group's interest.

Keywords: on-line communication; guerrilla marketing; viral marketing; social sites (search for similar items in EconPapers)
JEL-codes: M37 (search for similar items in EconPapers)
Date: 2011
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