CITY PLACEMENT W PROMOCJI LUBLINA
CITY PLACEMENT IN THE PROMOTION OF LUBLIN
Author(s): Joanna WyrwiszSubject(s): Economy, Media studies, Communication studies, Marketing / Advertising, Tourism, ICT Information and Communications Technologies
Published by: Wydawnictwo Naukowe Uniwersytetu Szczecińskiego
Keywords: city placement; product placement; city; promotion; territorial marketing;
Summary/Abstract: The objective of the paper is to show city placement as the effective tool used to promote cities, being the efficacious alternative for traditional solutions of the marketing communication, especially TV commercials. Based on the literature review and content of internet the paper contains the characteristics of this tool along with the positive and negative factors conditioning using it. The fundamental part of the paper is the case study of Lublin that illustrates city placement as one of tools used for implementing the branding strategy of the city.
Journal: Marketing i Zarządzanie
- Issue Year: 2015
- Issue No: 40
- Page Range: 217-225
- Page Count: 9
- Language: Polish