Faculty, Trainers Coach of Graphic Design and Multimedia at Niagara College KSA. Madinah Munawarah
Abstract
The traditional advertising media losing more and more of its efficiency in delivering the brand message due to the increasing clutter, practitioners realized that the advertisements they were creating were not that persuasive and effective to consumers, the reason was that the advertising clutter that consumers experience made them feel The traditional advertising media losing more and more of its efficiency in delivering the brand message due to the increasing clutter, practitioners realized that the advertisements they were creating were not that persuasive and effective to consumers, the reason was that the advertising clutter that consumers experience made them feel constrained and controlled of their own decisions about products. So, marketing specialists are trying to find new methods to reach nowadays marketing literate consumers. Ambient Media is one of these methods that has gained tremendous popularity within past years, it’s an extremely creative communication technique that seems to be offering almost everything that traditional advertising is lacking. The term ‘ambient’ comes from the word ambience which means surrounding. It was first appeared in relation to advertising in 1996 by a UK agency focused on outdoor campaigns, called “Concord Advertising”. These spaces for advertisements and marketing are categorized under 'Out of Home Media', and one of the fundamental premises of Ambient is that the world is an advertising stage. Everything is a potential advertising medium. Uniqueness, creative concepts, novelty and timing are key themes in Ambient Advertising to hit the targets. Ambient Advertising is a form of Guerilla Marketing in which advertising is integrated into our natural surroundings and catches our attention in places we least expect it to. It’s fun, exciting, targeted and therefore engaging for targeted audiences. The Merits of Ambient Advertising are: Visibility, Frequency, Imaginative, Element of shock, Effectiveness, and Easy to Recollect. The reasons which led to the rise of Ambient Advertising: “Short term focus in Industry”, “Greater focus on Accountability”, “Decline in Media Advertising Effectiveness”, “Proliferation of Brands” and “Better Targeting”. The Factors That Affect in Success of Ambient Media are Location, Execution and Temporal. The objectives of this paper are to contribute to creating a theoretical framework for ambient advertising by analyzing the context that led to its appearance, focusing on the analysis of ambient media approach in global brands and tries to develop a new and more comprehensive definition of the term. The Significance of this paper to emphasizes the role of ambient advertising as one of the most powerful unconventional techniques in advertising communication. The major results of this paper are: The unconventional media such as ambient advertisements are more attractive than traditional advertisements in drawing attention and delivering the message to the target audience, ambient Advertising has greater emphasis on tactics such as surprise, humor, creativity and consequently audience involvement, ambient works partly through surprise and creativity and the discovery of the communication by the recipient, ambient advertising creates chances of interaction with the target audiences and therefore it is of the main interest for the consumer, expressing various emotions and feelings, and ambient advertising is a new arena for both marketer and consumer engagement, and one still very much in need of explorationconstrained and controlled of their own decisions about products. So, marketing specialists are trying to find new methods to reach nowadays marketing literate consumers. Ambient Media is one of these methods that has gained tremendous popularity within past years, it’s an extremely creative communication technique that seems to be offering almost everything that traditional advertising is lacking. The term ‘ambient’ comes from the word ambience which means surrounding. It was first appeared in relation to advertising in 1996 by a UK agency focused on outdoor campaigns, called “Concord Advertising”. These spaces for advertisements and marketing are categorized under 'Out of Home Media', and one of the fundamental premises of Ambient is that the world is an advertising stage. Everything is a potential advertising medium. Uniqueness, creative concepts, novelty and timing are key themes in Ambient Advertising to hit the targets. Ambient Advertising is a form of Guerilla Marketing in which advertising is integrated into our natural surroundings and catches our attention in places we least expect it to. It’s fun, exciting, targeted and therefore engaging for targeted audiences. The Merits of Ambient Advertising are: Visibility, Frequency, Imaginative, Element of shock, Effectiveness, and Easy to Recollect. The reasons which led to the rise of Ambient Advertising: “Short term focus in Industry”, “Greater focus on Accountability”, “Decline in Media Advertising Effectiveness”, “Proliferation of Brands” and “Better Targeting”. The Factors That Affect in Success of Ambient Media are Location, Execution and Temporal. The objectives of this paper are to contribute to creating a theoretical framework for ambient advertising by analyzing the context that led to its appearance, focusing on the analysis of ambient media approach in global brands and tries to develop a new and more comprehensive definition of the term. The Significance of this paper to emphasizes the role of ambient advertising as one of the most powerful unconventional techniques in advertising communication. The major results of this paper are: The unconventional media such as ambient advertisements are more attractive than traditional advertisements in drawing attention and delivering the message to the target audience, ambient Advertising has greater emphasis on tactics such as surprise, humor, creativity and consequently audience involvement, ambient works partly through surprise and creativity and the discovery of the communication by the recipient, ambient advertising creates chances of interaction with the target audiences and therefore it is of the main interest for the consumer, expressing various emotions and feelings, and ambient advertising is a new arena for both marketer and consumer engagement, and one still very much in need of exploration.
1- ZAWIERUCHA L., 2008, PROMOTOR, Rynek reklamy w Polsce. Wydawnictwo Warszawa.
ISBN: 978-83-60095-34-8
2- BRYŁA M., 2008, Marketing, Język i wartości konsumenta. w Praktyce, NR 03, S. 92-93. ISBN:14258315
3- Intrungsi, 2006, “Ambient Media,” Journal of Art and Design Silpakorn University, No.2, pp.23-31
4- Jurca, M. A., & Madlberger, M., 2015, Ambient advertising characteristics and schema incongruity as drivers of advertising effectiveness. Journal of Marketing Communications, 21(1), 48-64.
6- Luxton, S., & Drummond, L., 2000, What is this thing called ambient advertising. Paper presented at the Proceedings of ANZMAC. Monash University-Caulfield Campus
7- Hutter, K., & Hoffmann, S., 2014, Surprise, Surprise. Ambient Media as Promotion Tool for Retailers. Journal of Retailing, 90(1), 93-110. doi: http://dx.doi.org/10.1016/j.jretai.2013.08.001
8- G. E. Belch, M. A. Belch, 2008, Advertising and Promotion: An Integrated Marketing Communications Perspective. 8th. Boston: McGraw Hill Higher Education.
9- Turk, T., Ewing, M. T., & Newton, F. J. (2006). Using ambient media to promote HIV/AIDS protective behavior change. International Journal of Advertising, 25(3), 333-359.
10- PALUCHOWSKI J., MARCINIAK M., 2005, Reklama ambientowa – laboratorium kreatywności. Marketing i Rynek, nr 8, s. 36-41. ISBN: 1231-7853
11- Jone, John Phillip, (1991), When Ads Work-New Proof That Advertising Triggers Sales. New York, Lexington Books, ISBN-13: 978-0-7656-1738-5
12- Srivastava, Rajendra K. and Allen D. Shocker, 1991, Brand Equity: A perspective on its meaning and measurement, Massachusetts, USA, Marketing Science Institute.
13- Reed, Peter, 1997, Marketing Planning and Strategy, Marrickville, NSW, Australia, Harcourt Brace Jovanovich Group, Australia Pty Ltd.
View on SCiNiTO
Top