BazEkon - Biblioteka Główna Uniwersytetu Ekonomicznego w Krakowie

BazEkon home page

Meny główne

Scheibe Anna (Adam Mickiewicz University in Poznań, Poland)
Unconventional Methods of Marketing Communications
Business and Non-profit Organizations Facing Increased Competition and Growing Customers' Demands, 2013, vol. 12, s. 103-116, tab., bibliogr. 32 poz.
Słowa kluczowe
Strategia marketingowa, Promocja, Komunikowanie marketingowe
Marketing strategy, Promotion, Marketing communication
In the era of an information revolution customers come in contact with huge numbers of marketing messages in their everyday lives. This leads to so called, information noise, which may result in many messages going unnoticed. Thus marketing managers are forced to search for more effectively ways of getting customers' attention and are more willingly to use unconventional promotional methods based on using original forms or places in an effort to create the element of surprise and make their message more eye-catching for the targeted audience. This kind of move tends to evoke strong emotions, motiving readers to pass the message on. Creating such a buzz around brand name would also enhance the campaign's effect. Unfortunately, this form of communication also brings with it some negative effects due to controversial or taboo topics connected with sensitive social issues. An analysis of the advertising methods used by the owners of the most powerful Polish brands shows that there is some evidence of the use of such methods in Poland. Nevertheless unconventional advertising methods are not a commonly used practice. (original abstract)
Dostępne w
Biblioteka Główna Uniwersytetu Ekonomicznego w Katowicach
Pełny tekst
  1. Baranowska-Skimina, A., Wydatki na reklamę Polska i świat 2013. e-gospodarka, Retrieved from:,Wydatki-na-reklame-Polska-i-swiat-2013,1,39,1.html [access 1.06.2013].
  2. Canan A., Pinar A, Celal B, Sinan N. (2010). Guerrilla Marketing Communication Tools and Ethical Problems in Guerilla Advertising, American Journal of Economics and Business Administration, 2 (3), 280-286.
  3. Carter, T., 2008. Customer Engagement and Behavioral Considerations. Journal of Strategic Marketing, 16 (1), 21-26
  4. Cienka Biała Linia, directed_target_id=0
  5. Darke, P. R., Ritchie, R.J. (2007). The Defensive Consumer: Advertising Deception, Defensive Processing, and Distrust, Journal of Marketing Research, 44 (1), 114-27.
  6. Edell, J. A., Burke, M. C. (1987). The Power of Feelings in Understanding Advertising Effects. Journal of Consumer Research, 14, 421-433.
  7. Gambetti, R.C., (2010). Ambient Communication: How to Engage Consumers in Urban Touchpoints, California Management Review, 52 (3), 34-51.
  8. Godes, D., Mayzlin, D. (2004). Using Online Conversations to Study Word-of-Mouth Communication, Marketing Science, 23 (4), 545-560.
  9. Hatalska, N. (2002). Niestandardowe formy promocji, Marketing i Rynek, 11, 7-12.
  10. Hoch, S. J. (2002). Product Experience is Seductive, Journal of Consumer Research, 29 (3), 448-454.
  11. Holbrook, M. B., Batra, R. (1987). Assessing The Role of Emotions as Mediators of Consumer Responses To Advertising. Journal of Consumer Research, 14, 404-420,
  12. Hutter K., Hoffmann S.(2011). Guerilla Marketing: The nature of the Concept and Propositions for Further Research, Asian Journal of Marketing, 5 (2), 39- 54.
  13. Hyman, M., Tansey R. (1990). The Ethics of Psychoactive Ads, Journal of Business Ethics, 9, 105-114.
  14. Keller, K.L., (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity, Journal of Marketing, 57(1), 1-22.
  15. King,K., Tinkham,S.F. (1990). The Learning and Retention of Outdoor Advertising, Journal of Advertising Research, 29, 47-51
  16. Kotler Ph., Keller, K.L. (2012). Marketing, Rebis, Poznań
  17. Kozinets, R., de Valck, K., Wojnicki, A., Wilner, S.(2009). Networked Narratives: Understanding Word-Of-Mouth Marketing In Online Communities. Journal of Marketing, 74 (2), 71-89.
  18. Levinson, J.C. (1984). Guerilla Marketing: How to Make Big Profits in Your Small Business., 1th Edn., Houghton Mifflin
  19. MPG Media Market Scan 2011. Analiza rynku reklamy w Polsce, in: Skocz, A., Jak dotrzeć do klienta? Skuteczne formy reklamy,
  20. Plodnyumysl, Reklamy Axe w pięciu odsłonach, retrieved from:
  21. Quessenberry, K. A., Coolsen, M.K., Wilkerson, K.(2012). "IMC and the Effies: Use of Integrated Marketing Communications Touchpoints Among Effie Award Winners, International Journal of Integrated Marketing Communication, Fall, 60-72.
  22. Radziszewska-Manikowska, M, Radzińska, J. Walczak, A.(2012). Rynek Ambientu z Polsce, Oceny i opinie, Raport., Retrieved from
  23. Ranking Siły Marki, Polska Marka (2011).
  24. Ruth, J.A.(2001). Promoting a Brand's Emotion Benefits: The Influence of Emotion Categorization Processes on Consumer Evaluations, Journal of Customer Psychology, 11 (2), 99-113.
  25. Shapiro, S., Spence M. T. (2002). Factors Affecting Encoding, Retrieval and Alignment of Sensory Attributes in a Memory-Based Brand Choice Task, Journal of Consumer Research, 28 (4), 603-618.
  26. Smith, A., (2011). Billboard Advertising: A Creative Way to Advertise Your Business, Retrieve from
  27. Story, L. (2007). Anywhere the Eye Can See, It's Likely to See an Ad., The New York Times, January 15,, in: Quessenberry, K. A., Coolsen, M.K., Wilkerson, K. (2012). "IMC and the Effies: Use of Integrated Marketing Communications Touchpoints Among Effie Award Winners, International Journal of Integrated Marketing Communication, Fall, 60-72.
  28. Swedish Armed Forces: Who Cares?, ?v=ax9kCCwTLGo#at=23
  29. Szewczyk, Ł. (2013). Wydatki na reklamę w Polsce spadną o ponad 5%,
  30. Tramwaj Ikea wozi za darmo na Franovo, in Poznan nasze miasto, retrieved from,poznan-tramwaj-ikei-wozi-za-darmo-na-franowo-zdjecia,id,t.html.
  31. Trusov M., Bucklin R., Pauwels, K.(2009). Effects of word-of-mouth versus traditional marketing: Findings from an Internet social networking site, Journal of Marketing; 73 (5), 90-102.
Cytowane przez
Udostępnij na Facebooku Udostępnij na Twitterze Udostępnij na Google+ Udostępnij na Pinterest Udostępnij na LinkedIn Wyślij znajomemu