Buzzing the Traditional Media off through Ambient Advertising Angela Lucas Snipes Undergraduate Marketing Student Savannah State University Abstract: Ambient advertising is a unique, intimate and non-traditional form of communication between the product and the consumer and uses all physical and environmental elements leading to stronger customer engagement. This innovative form of communication goes straight to the top of the consumer’s mind and stays there for an extended period of time. The research study explores the innovations in ambient advertising including flash mob dancing, use of structures, posters, props, the backs of bus tickets, supermarket floors, shopping carts, bank receipts, animals, and other strange and unusual venues. The study further examines how ambient advertising can effectively support both traditional and digital media. This unconventional form of advertising makes effective use of surroundings and physical environments to grab attention of the intended audience leading to positive brand and ad attitudes and purchase intentions. This research paper investigates the following questions: What are the social and economic effects on the potential consumer engagement from innovative ambient advertising techniques like flash mob dance and effective utilization of physical spaces for conveying advertising messages? Is ambient advertising the future of advertising? How is digital and traditional advertising benefit from ambient advertising, thereby revolutionizing the advertising industry?
Keywords: Ambient Advertising, Traditional Advertising, Digital Marketing, Flash Mobs, Physical Space Utilization
INTRODUCTION Ambient advertising utilizes the environment and elements of the environment to advertise a message. Generally, ambient advertising utilizes the environment in a more cost-efficient manner than traditional forms of advertising such as television, print and radio. Every year more and more chunks of marketing budgets are used for ambient media in lieu of traditional forms. In recent years with the economic downturn, ambient media has thrived in part because more people commute to work, walk in transit hubs and shopping malls. Megan Hicks writes in the Journal of Media & Cultural Studies about the use of pavement for ambient media: “When companies post advertisements for their products in places that are novel, inventive or borderline illegal, they call it ‘guerilla marketing’. Urban footpaths have becomes a site for such tactics with advertisers appropriating the means and methods of pavement artists and stencil graffitists to generate brand awareness” (2009). Advertising has no limits with ambient ‘guerilla’ marketing. The world is literally the ambient artists’
playground and in an economy like todays, the low cost of creating an effective campaign is enticing to all business owners. Ambient media also delivers what is known as “proximity to point of sale” advertising. The ambient media is geographically places near the point of sale to make it easy for a consumer to buy the product. In the past decade ambient media has emerged and so advertisements are showing up in the most unusual places. The uniqueness of this new advertising method is what sends the message straight to the mind of the potential consumer and makes it stay there for an extended period of time. The consumer simply cannot get the message out of his mind because of the bizarre nature of how the consumer is exposed to the message. This top of mind awareness is something that marketers all over the world have strived to achieve with print, television, radio and billboard for many years. Ambient advertising catches the consumer by surprise and this is what leaves the lasting impression in their mind. Ambient advertising is originally derived from outdoor advertising (i.e.: billboards) which is the oldest form of advertising. Through ambient advertising marketers are able to use the environment which ends up...
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