Podstawowe formy komunikacji marketingowej dzieła filmowego
Basic Forms of Film Marketing Communication

Summary/Abstract: The article presents the most important forms of marketing communication which are used in film promotion. The author starts from the concept of the marketing mix, appearing in the classic book of Philip Kotler. The main differences in the perception of marketing tools by producers and distributors of films have also been discussed. The rest of the article is an analysis of the most important forms of marketing communication, such as a title, poster or trailer.

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