GEOTOUR & IRSE 2012.pdf - Fakulta BERG - TUKE

Salgótarján, 04. – 06. 2012
Effective media presentation of the Mikoviny heritage
Nowadays it is a real challenge to get the sustained attention of the public. In 2008 the amount
of information coming to consumers e.g. in the USA is about 3.6 zetabytes 1 , 10845 trillion
words. It is 100500 words and 34 GB of data per day and per average person (Bohn R.E.,
Short J.E. 2009). From this amount 1.3ZB come from television and 2 ZB from computer
games annually.
Fig. 8 Information flow in a typical US home. From Bohn R.E., Short J.E.(2009)
It is interesting to note that whilst the dominant way of information perception prior to the
Internet was through images, later, the reading became more and more pronounced due to the
Internet. Fig.8. shows the main ways how a typical household gets the information. Fig. 9
shows that an average person receives 11.8h/day, mostly in electronic form. Such a volume
and intensity naturally leads to information desensitization. People start to respond only to
more and more dramatic and aggressive messages. Chatterjee (2010) has discovered that a
mix of messages (I-P-E i.e. Internet banner – print magazine – permission E-mail) gives the
best results in getting the information to the potential client. Repeating the message gives a
more lasting effect, but only if the flow of information stops before the “wearout” stage
occurs. Fig.10 shows how the right information channel combination helps to form a brand
attitude and a delayed brand attitude (attitude after a lapse of time). Knowing this, the
improvement of awareness of S. Mikoviny needs a carefully prepared strategy, where the
message is clearly formulated, easy to digest (cf. Zeff, Aronson 2000) and then channelled
through the I-P-E message mix. The TV can be used in the creation of the proper Mikoviny
image, through thematic films, otherwise this channel is too expensive for a low budget
publicity project that the Mikoviny one would be.
1 1ZB = 10 21 bytes
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