UNCONVENTIONAL FORMS OF MARKETING COMMUNICATIONS AS A WAY OF GETTING THROUGH TO CLIENTS

Abstract

The aim of the article is to evaluate the popularity of unconventional forms of marketing communication as effective and interesting promotion tools used by companies when interacting with clients. The author has explained the notion of unconventional forms of marketing communication, presented the division and characteristic features of the selected forms of
advertising such as ambient media, guerrilla marketing, whisper marketing and viral marketing. Aside from the theoretical part, the article examines case studies of the selected advertising campaigns presenting ways of making use of innovative advertising in business.