The aim of the article is to present the results of a quantitative survey of marketing managers in Polish museums on the marketing communication tools used in these institutions. The survey was conducted using the CAWI method in 2017 on a group of 85 marketing managers in museums. In the study, the scope of application and the importance of particular marketing communication tools for museums were established. It has been shown that advertising and Public Relations have a key role in the promotion of museums, in particular contact with the media and the organization of events. This study shows that a large group of Polish museums uses a fairly narrow range of marketing communication tools and that they only sporadically reach for modern communication tools. The article also presents the factors that have a positive and negative impact on the possibility of implementing effective marketing communication in museums.
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Nicolae Al. Pop, Cristina Andrada Baba and Raluca Năstate Anysz
The drive for sensational, adventurous and unique experience is a growing tendency in contemporary society. Services adapt to this demand and communication is a main tool of support for these redefined services. Communication can redefine every known type of service by shaping expectations regarding interaction among parties, place of action, time of use, management methods, results and purpose of the information. The mass tourism is evolving into a variety of forms and one of the segments growing in importance is the Adventure tourism which requires, along with the complex and demanding activity, a more specific and canalized interaction on all levels and in all stages. The perception of an activity or a place, the gained support, the safety measures, emergency situations and general opinion are results of the marketing communication. This study observes the Adventure market in terms of reasons, types and trust, by leading a qualitative exploratory research and in-depth interviews with 18 actors and participants and expressing ways of adequate addressing. Romania is a newcomer on the Adventure tourism market and provides opportunities to test approaches.
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Integrated marketing communication evolves evidently with the development of today's markets, their participants and technology - in the light of contemporary research. The objectives of this article are: firstly, to show the evolution of the models of integrated marketing communication ICM in the light of current research; secondly, to analyse the configuration of various ICM tools (traditional and Internet) which constitute the level of operationalization of ICM models and thirdly, to formulate business and brand implications. The article is based on research-based secondary sources (scientific journals) and empirical (case study). The results of the discussion are: the concept of the strategic dimension of integrated marketing communications in the enterprise and the proposal of its operationalization in the form of a 360 degrees communication model.
Ever since the Kotler’s promotion-mix concept based on the most traditional model of four pillars - advertising, public relations, sales promotion and direct sales has become commonly known, PR has been treated as one of many, typically marketing, impact tools. This perception is particularly characteristic for the science of marketing management and publication. Meanwhile, it is often forgotten that public relations is the management of communication, which may be used in marketing communication, however it is a much broader meaningful concept, giving greater perspectives of use. This article refers to defining a place of public relations between two asymmetric areas of communication - social and marketing one. Basing on literature analysis, the authors define key factors differentiating both perspectives, they also evaluate the proposals for introducing new concepts into the media and communication terminology, indicating the distinctiveness of both conceptual categories.