Ambient media are considered as something new, unique and modern. We can agree with this statement only until a discussion about historical overview of communication tools starts. Ambient media, just as many other „new“ trends, are not new. Most of the tools have already existed for decades, only in different forms. The question is how they are used and whether they are not left out. The reason why ambient media are so interesting is not their ground-breaking newness, but the fact, that in the volume of communication it is not possible to transfer the message effectively, because in this field, a strong clutter is being secured – a big amount of messages, which the recipients are exposed to on a daily basis. This problem is global, with some exceptions, such as for example the French city of Grenoble, where any outdoor advertising is banned. And so the space, sometimes public, is freed from any commercial message, what is not a solution (Reflex 2014). Therefore, the advertising industry people are seeking for a way, how to invest financial means in such tools, so that the investments are meaningful and bring required conversion ratio. Ambient media are one of the few kinds of media, which, in the flood of messages, exceed others and therefore, it is possible to consider them as a tool of effective communication and subjects through all categories should take them into account.
| ISBN: | 978-80-7454-825-3 |
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| EAN: | 9788074548253 |
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| Počet stran |
144 stran |
| Datum vydání |
28. 12. 2018 |
| Pořadí vydání |
První |
| Jazyk |
anglický |
| Vazba |
e-kniha - pdf |
| Autor: |
Tomáš Šula |
| Nakladatelství |
Univerzita Tomáše Bati ve Zlíně |
| Tématická skupina |
999 - nezařazeno |
| Neprodejná publikace. Publikaci je možné poptávat zde: Volně dostupné na http://hdl.handle.net/10563/43782 |
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Svaz českých knihkupců a nakladatelů