What is and why do we Need Ambient Advertising? A Theoretical Approach.
What is and why do we Need Ambient Advertising? A Theoretical Approach.

Summary/Abstract: With traditional advertising loosing more and more of its efficiency in delivering the brand message due to the increasing clutter, marketing specialists are trying to find new methods to reach nowadays marketing literate consumers. One of these methods that has gained tremendous popularity within past years is ambient advertising, an extremely creative communication technique that seems to be offering almost everything that traditional advertising is lacking. However, despite its growing popularity the body of existing knowledge is very scarce. This paper aims to contribute to creating a theoretical framework for ambient advertising by first analyzing the context that led to its appearance and its ever increasing popularity, then following the evolution of its definition throughout the existing literature, and eventuallytries to develop a new and more comprehensive definition of the term. Furthermore, it also tries to identify and propose new ideas for further research that can lead to a clearer positioning of ambient advertising in both the marketing literature and the marketing practice.

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