City Placement: A New Element in the Strategy of Integrated Marketing Communication of Cities

Szromnik, Andrzej

doi:10.7206/jmba.ce.2450-7814.166

Cited by 4 publications

(3 citation statements)

References 5 publications

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“…Wan (2019) defende que alcançar consumidores apenas através de um canal de comunicação é uma estratégia pouco eficaz nos dias de hoje e que a combinação de meios torna a relação entre marca e consumidor mais interativa. Szromnik (2016), também defende a importância do uso de estratégias integradas de comunicação de marketing, incluindo diferentes formas de comunicação, coerentes entre si e capazes de reforçar o efeito pretendido junto do público-alvo. Uma estratégia integrada de comunicação pode incluir diferentes canais de comunicação, quer tradicionais como digitais.…”

Section: Da Identidade à Imagem Da Marca Cidade: O Papel Da Comunicaç...unclassified

O Papel do Marketing Digital na Perceção das Marcas Cidade – O caso de Castelo Branco

Bernardino,

Freitas Santos,

M. Matos

2024

Rev. Port. de Estud. Reg.

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Este artigo pretende avaliar em que medida o uso de estratégias integradas de comunicação de marketing, que combinam os meios tradicionais (imprensa, rádio, televisão, outdoors, entre outros) e digitais (redes sociais, publicidade paga, entre outros), podem influenciar a imagem percebida dos residentes em relação à marca “Castelo Branco, Bordar e Receber”. Para atingir aquele desiderato, foi usado um inquérito por questionário online para recolha de dados dos residentes do município de Castelo Branco, entre julho e agosto de 2021. Foram obtidas um total de 745 respostas, que foram depois estatisticamente analisadas. Os resultados apontam para um papel positivo da adoção de estratégias de marketing digital na formação da perceção da marca cidade analisada. O estudo indica, ainda, que os meios de comunicação tradicionais são complementares dos digitais, muito embora as ferramentas digitais orgânicas (website/newsletter) e inorgânicas (redes sociais), possam ser mais intensamente exploradas.

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Section: Da Identidade à Imagem Da Marca Cidade: O Papel Da Comunicaç...unclassified

O Papel do Marketing Digital na Perceção das Marcas Cidade – O caso de Castelo Branco

Bernardino,

Freitas Santos,

M. Matos

2024

Rev. Port. de Estud. Reg.

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“…Rozpatrując korzyści z zastosowania CP, Szromnik (2015a) wskazuje, że pojawiają się efekty identyfikacyjno-behawioralne, które przekładają się na różne miary pozwalające określić marketingowe rezultaty strategii CP. Może to być zasięg oddziaływania, czyli odsetek docelowych adresatów komunikowania miasta, którzy mieli okazję zetknąć się z informacją o nim poprzez obejrzenie filmu (Szromnik, 2016), posiadanie pozytywnych wrażeń i zmiana postawy wobec miasta, a także finalnie zamiar odwiedzenia i wizyta w mieście (Szromnik, 2015a). Zastosowanie CP do rozwoju funkcji turystycznej wpisuje się w nowe spojrzenie na marketing w turystyce, według którego celowe i właściwe jest wykorzystywanie doświadczeń, wrażeń, przeżyć i emocji, jakich dostarcza klientowi korzystanie z ofert turystycznych (Olearnik, 2016).…”

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City placement w rozwoju funkcji turystycznejna obszarach wiejskich

Wojewódzka-Wiewiórska,

Sobkowicz

2023

TRR

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Rozwój turystyki jako działalności pozarolniczej na obszarach wiejskich możeprzynieść wiele korzyści dla ich społeczno-gospodarczego rozwoju. City placement (CP), czyliumieszczenie w sposób komercyjny wizerunku miejsca, np. miasta lub regionu, w przekazietelewizyjnym, literackim czy teledysku, jest coraz częściej wykorzystywane w praktyce przezjednostki terytorialne. Celem opracowania było pokazanie znaczenia ulokowania miejscaw serialu „Ranczo” dla rozwoju funkcji turystycznej na obszarach wiejskich na przykładziesołectwa Jeruzal. Wykorzystano wyniki badań ankietowych bezpośrednich przeprowadzonychw 2022 r. wśród losowo wybranych osób odwiedzających sołectwo. Wieś stała się rozpoznawalnaw Polsce, motyw serialowy jest decydujący, jeżeli chodzi o podróż do Jeruzala. Barierę rozwojufunkcji turystycznej stanowią: infrastruktura komunikacyjna, brak bazy gastronomicznej i małaoferta pozostałych usług turystycznych.

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“…Schultz (2000) further proposed the 5Rs framework as a means of connecting with customers and stakeholders, guiding responsiveness, laying out how Marcom Managers can respond to customer demand rapidly and effectively. Schultz further discusses how the 5Rs framework resolves Mutually beneficial nonprofit organization problems in the marketing communication plan and the marketing managers' work; distinguishes information from "response mechanism" and provides clear positioning that distinguishes it from other organizational information; refers to information provided to stakeholders; and establishes long-term business relations with customers (Szromnik, 2016).…”

Section: Research Background 11 Integrated Marketing Communications mentioning

confidence: 99%

Establishment path and management innovation of mutually beneficial nonprofit organization (MBNPO)

Shin

Qin

2017

APJIE

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Establishment path and management innovation of mutually beneficial nonprofit organization (MBNPO): A study based on integrated marketing communications (IMC) theory Kwang-yong Shin, Fa-quan Ge, Peng-fei Qin, Article information:To cite this document: Kwang-yong Shin, Fa-quan Ge, Peng-fei Qin, (2017) For AuthorsIf you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. Design/methodology/approach -Integrated marketing communications (IMC) theory is applied to the research on establishment and management innovation. The establishment of MBNPOs needs four sequential steps: identifying the target group, providing services to meet the demandof stakeholders, designing appropriate communication tactics anddeploying proper organizationalstructure toaccomplishefficientcommunication.Findings -Three types of approach enable traditional enterprises to transform into MBNPOs: product innovation, operational innovation and synergetic development. The application of IMC theory accomplishes management innovation of MBNPOs in three aspects: leading market-orientation specific to stakeholderorientation, making management innovation systematic in MBNPOs and clarifying targets of management innovation in MBNPOs.Originality/value -This is one of the first examinations of establishment path and management innovation of MBNPO based on IMC theory.

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City Placement: A New Element in the Strategy of Integrated Marketing Communication of Cities

Cited by 4 publications

References 5 publications

O Papel do Marketing Digital na Perceção das Marcas Cidade – O caso de Castelo Branco

O Papel do Marketing Digital na Perceção das Marcas Cidade – O caso de Castelo Branco

City placement w rozwoju funkcji turystycznejna obszarach wiejskich

Establishment path and management innovation of mutually beneficial nonprofit organization (MBNPO)

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