Malgorzata Koszembar-Wiklik – Communication Today https://communicationtoday.sk Media, marketing, communication Thu, 26 Jun 2025 13:04:09 +0000 en-GB hourly 1 https://wordpress.org/?v=6.8.3 https://communicationtoday.sk/wp-content/uploads/cropped-favicon-ct-32x32.png Malgorzata Koszembar-Wiklik – Communication Today https://communicationtoday.sk 32 32 Sensory Marketing – Sensory Communication and Its Social Perception https://communicationtoday.sk/sensory-marketing-sensory-communication-and-its-social-perception/ Sun, 10 Nov 2019 12:35:09 +0000 https://www.communicationtoday.sk/?p=3119 ABSTRACT:
In the past few years, sensory marketing has been developing dynamically. Companies, in search of new methods of reaching the customer, refer to all of their senses. The business is more and more aware of the effectiveness of the impact that sensory marketing has. Especially large enterprises, having a network of points of sale, use this method of manipulating customers’ emotions. Malls are one of such places where sensory marketing is being used on a large scale. The consumer who engages more senses to assess the product offer of the company will better memorise information on a given product or place. The study tackles the issue of influencing various senses of the customers. What is more, the author presents the results of her own research. The research concerns the perception the customers have of different forms of sensory marketing. It was carried out in front of a shopping mall. The respondents had difficulties in identifying a specific place where they encountered the impact on different senses. The respondents had the greatest difficulty with specifying where taste is used, claiming that the most noticeably used sense is smell. As it stems from the declarations of the respondents, the brands associated with smell are more memorable than those associated with other elements of sensory marketing.

KEY WORDS:
customer behaviour, customer’s senses, marketing communication, new trends in marketing, sensory marketing

11. KOSZEMBAR-WIKLIK – CT 2-2019Download
]]> Controversial Themes in Advertisements: On Manipulating the Emotions of Audiences and Extending the Boundaries of the Social ‘Taboo’ https://communicationtoday.sk/1657-2/ Thu, 07 Apr 2016 19:35:43 +0000 https://www.communicationtoday.sk/?p=1657 ABSTRACT:
In the modern world, manipulation is being experienced practically every day. Manipulation is an important element of the strategy of communication and advertising in business. A large selection of competitive products and advertising noise make it increasingly difficult for a product to break through to customer awareness. On the one hand, advertising creates consumer attitudes and, on the other hand, the clutter of advertising and promotional announcements forces companies to search for more and more sophisticated ways to get to the customers and attract their attention. Advertisers reach for controversial themes, shocking with carefully selected images. Advertising starts to involve themes that used to be considered social taboos or at least they were the embarrassing ones, intimate or not-discussed openly in many cultures. Advertising functions as a mirror that reflects reality and, at the same time, it can shape the reality. Contemporary advertisements exhibit neutralisation of violence, pornography, attacking religious, and/or social values, often even forming the canon of a given culture. The article addresses the issue of manipulation in advertising. The author points out the phenomenon of manipulation in advertising, giving examples of controversial themes in various commercials and discussing their implications in extending social taboos’ boundaries.

KEY WORDS:
advertising, manipulation, social taboo, consumer, eroticism in advertisements, controversial advertising

02_Koszembar-Wiklik_CT-1-2016  Download

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