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Ambient Media in the View of the General Public and Their Relation to this Communication Form

In: Strategic Innovative Marketing

Author

Listed:
  • Tomáš Šula

    (TBU in Zlín)

  • Milan Banyár

    (TBU in Zlín)

Abstract

The chapter 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. Commercional and non-commercional 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 chapter, 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.

Suggested Citation

  • Tomáš Šula & Milan Banyár, 2017. "Ambient Media in the View of the General Public and Their Relation to this Communication Form," Springer Proceedings in Business and Economics, in: Androniki Kavoura & Damianos P. Sakas & Petros Tomaras (ed.), Strategic Innovative Marketing, pages 3-9, Springer.
    • Handle: RePEc:spr:prbchp:978-3-319-33865-1_1
    DOI: 10.1007/978-3-319-33865-1_1
    as

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