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Categorization of ambient media based on identification of common signs of selected installations

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dc.title Categorization of ambient media based on identification of common signs of selected installations en
dc.contributor.author Šula, Tomáš
dc.relation.ispartof Strategic Innovative Marketing and Tourism
dc.identifier.issn 2198-7246 Scopus Sources, Sherpa/RoMEO, JCR
dc.identifier.issn 2198-7254 Scopus Sources, Sherpa/RoMEO, JCR
dc.identifier.isbn 978-3-030-12452-6
dc.date.issued 2019
dc.citation.spage 413
dc.citation.epage 421
dc.event.title 7th International Conference on Strategic Innovative Marketing and Tourism, ICSIMAT 2018
dc.event.location Athens
utb.event.state-en Greece
utb.event.state-cs Řecko
dc.event.sdate 2018-10-17
dc.event.edate 2018-10-20
dc.type conferenceObject
dc.language.iso en
dc.publisher Springer
dc.identifier.doi 10.1007/978-3-030-12453-3_47
dc.relation.uri https://link.springer.com/chapter/10.1007/978-3-030-12453-3_47
dc.subject ambient media en
dc.subject categorization en
dc.subject common signs en
dc.subject conceptualization en
dc.subject marketing communication en
dc.description.abstract 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. © 2019, Springer Nature Switzerland AG. en
utb.faculty Faculty of Multimedia Communications
dc.identifier.uri http://hdl.handle.net/10563/1010907
utb.identifier.obdid 43880699
utb.identifier.scopus 2-s2.0-85126195000
utb.source d-scopus
dc.date.accessioned 2022-03-23T10:36:05Z
dc.date.available 2022-03-23T10:36:05Z
utb.contributor.internalauthor Šula, Tomáš
utb.fulltext.affiliation Tomáš Šula T. Šula (✉) Tomas Bata University in Zlin, Zlin, Czech Republic e-mail: sula@utb.cz
utb.fulltext.dates -
utb.fulltext.references 1. Cook R, Wooglar T (1996) Ambient media: what is ambient media. Campaign, Haymarket Media Group, London. https://www.campaignlive.co.uk/article/ambient-media-ambient-media/51034. Accessed 11 Oct 1996 2. Krautsack D, Aust T (2006) Cows in jackets: can ambient media fight the effect of mass media fragmentation? In: Worldwide multimedia measurement, p 9. https://issuu.com/cowsinjackets/docs/ambient_media_dkrautsack 3. Patalas T (2009) Guerillový marketing: jak s malým rozpočtem dosáhnout velkého úspěchu. Grada, Praha, Marketing (Grada), 191 p. ISBN 978-80-247-2484-3 4. Levinson JC (2007) Guerilla marketing: Nejúčinnější a finančně nenáročný marketing. Computer Press, Brno, 326 p. ISBN 978–80–251-2472-7 5. Lugmayr A (2012) Connecting the real world with the digital overlay with smart ambient media—applying Peirce’s categories in the context of ambient media. Multimed Tools Appl 58(2):385–398. https://doi.org/10.1007/s11042-010-0671-3 6. Horton B, Shankar A (1999) Ambient media: advertising’s new media opportunity? Int J Advert 1999(3):18
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utb.scopus.affiliation Tomas Bata University in Zlin, Zlin, Czech Republic
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