ARG : interaktywna komunikacja za pomocą reklamy przy wykorzystaniu nowych mediów

2015
book section
article
dc.abstract.enIn the following article a new phenomenon of marketing described as Alternate Reality Game is presented. The publication is focused on showing how the present forms of contact with clients and brand establishment are obsolete. Those forms are ineffective because new technologies such as Internet or Web 2.0 are not used. The present advert is based on speech or picture. Communication is one-way i.e. consumer can agree with specific data or he can reject it categorically. Using cyberspace ARG gives a possibility for millions of users to work independently. Thanks that each of them becomes a potential client and information sender. The whole campaign takes place in virtual world i.a. with the aid of social networking websites or viral marketing tools as well as in real world in which fictional events or meetings are organised. Mysterious rules mobilize to uncover the next puzzles and this process reminds us of kind of game. In this way two different realities are mixed and a new term-media convergence is created. In the article with the aid of specific examples it is presented how this young model is able to build all fan communities, who will support brand, even after the end of campaign. It is significant because the actions are based on Internet, so they do not have to require huge expenses in traditional media.pl
dc.contributor.authorWiater, Pawełpl
dc.contributor.editorWysocka-Pleczyk, Małgorzata - 102235 pl
dc.contributor.editorGulla, Bożena - 128238 pl
dc.date.accession2019-02-27pl
dc.date.accessioned2019-02-27T10:18:27Z
dc.date.available2019-02-27T10:18:27Z
dc.date.issued2015pl
dc.date.openaccess0
dc.description.accesstimew momencie opublikowania
dc.description.additionalBibliogr. s. 38-39pl
dc.description.physical32-39pl
dc.description.publication0,8pl
dc.description.versionostateczna wersja wydawcy
dc.description.volume4pl
dc.identifier.isbn978-83-940803-6-5pl
dc.identifier.projectROD UJ / OPpl
dc.identifier.urihttps://ruj.uj.edu.pl/xmlui/handle/item/69340
dc.identifier.weblinkhttp://jbc.bj.uj.edu.pl/publication/342814pl
dc.languagepolpl
dc.language.containerpolpl
dc.pubinfoKraków : Biblioteka Jagiellońskapl
dc.rightsUdzielam licencji. Uznanie autorstwa - Na tych samych warunkach 3.0 Polska*
dc.rights.licenceCC-BY-SA
dc.rights.urihttp://creativecommons.org/licenses/by-sa/3.0/pl/legalcode*
dc.share.typeinne
dc.subject.ensocial mediapl
dc.subject.enInternetpl
dc.subject.enWeb 2.0pl
dc.subject.enARGpl
dc.subtypeArticlepl
dc.titleARG : interaktywna komunikacja za pomocą reklamy przy wykorzystaniu nowych mediówpl
dc.title.alternativeARG : interactive communication by means of advertisement using new mediapl
dc.title.containerCzłowiek zalogowanypl
dc.title.volumeCzłowiek społeczny w przestrzeni Internetupl
dc.typeBookSectionpl
dspace.entity.typePublication
dc.abstract.enpl
In the following article a new phenomenon of marketing described as Alternate Reality Game is presented. The publication is focused on showing how the present forms of contact with clients and brand establishment are obsolete. Those forms are ineffective because new technologies such as Internet or Web 2.0 are not used. The present advert is based on speech or picture. Communication is one-way i.e. consumer can agree with specific data or he can reject it categorically. Using cyberspace ARG gives a possibility for millions of users to work independently. Thanks that each of them becomes a potential client and information sender. The whole campaign takes place in virtual world i.a. with the aid of social networking websites or viral marketing tools as well as in real world in which fictional events or meetings are organised. Mysterious rules mobilize to uncover the next puzzles and this process reminds us of kind of game. In this way two different realities are mixed and a new term-media convergence is created. In the article with the aid of specific examples it is presented how this young model is able to build all fan communities, who will support brand, even after the end of campaign. It is significant because the actions are based on Internet, so they do not have to require huge expenses in traditional media.
dc.contributor.authorpl
Wiater, Paweł
dc.contributor.editorpl
Wysocka-Pleczyk, Małgorzata - 102235
dc.contributor.editorpl
Gulla, Bożena - 128238
dc.date.accessionpl
2019-02-27
dc.date.accessioned
2019-02-27T10:18:27Z
dc.date.available
2019-02-27T10:18:27Z
dc.date.issuedpl
2015
dc.date.openaccess
0
dc.description.accesstime
w momencie opublikowania
dc.description.additionalpl
Bibliogr. s. 38-39
dc.description.physicalpl
32-39
dc.description.publicationpl
0,8
dc.description.version
ostateczna wersja wydawcy
dc.description.volumepl
4
dc.identifier.isbnpl
978-83-940803-6-5
dc.identifier.projectpl
ROD UJ / OP
dc.identifier.uri
https://ruj.uj.edu.pl/xmlui/handle/item/69340
dc.identifier.weblinkpl
http://jbc.bj.uj.edu.pl/publication/342814
dc.languagepl
pol
dc.language.containerpl
pol
dc.pubinfopl
Kraków : Biblioteka Jagiellońska
dc.rights*
Udzielam licencji. Uznanie autorstwa - Na tych samych warunkach 3.0 Polska
dc.rights.licence
CC-BY-SA
dc.rights.uri*
http://creativecommons.org/licenses/by-sa/3.0/pl/legalcode
dc.share.type
inne
dc.subject.enpl
social media
dc.subject.enpl
Internet
dc.subject.enpl
Web 2.0
dc.subject.enpl
ARG
dc.subtypepl
Article
dc.titlepl
ARG : interaktywna komunikacja za pomocą reklamy przy wykorzystaniu nowych mediów
dc.title.alternativepl
ARG : interactive communication by means of advertisement using new media
dc.title.containerpl
Człowiek zalogowany
dc.title.volumepl
Człowiek społeczny w przestrzeni Internetu
dc.typepl
BookSection
dspace.entity.type
Publication

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