Ambient media in the view of the general public and their relation to this communication form

International Conference on Social Media, SEO and Marketing Strategies

November 03-04, 2015 Valencia, Spain

Tom�¡�¡ � ula and Milan Bany�¡r

Tomas Bata University in Zl�­n, Czech Republic

Posters-Accepted Abstracts: J Account Mark

Abstract :

The article deals with the issue of the ambient media within marketing communication at level of perception of the general public. It 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. The results are a reflection of the contemporary situation in the field of individual marketing communication tools, carriers and the media which face the ever increasing blindness of the recipients. Commercial and non-commercial 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 article 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.

Biography :

Email: sula@fmk.utb.cz