Marketing

Definition: Ambient Advertising is about placing ads on unusual objects or in unusual places where you wouldn’t usually expect to have an advertisement.

Description: Ambient advertising evolved as a concept because it has a lasting impact on the minds of consumers which makes it more effective. Ambient advertising is all about creativity, and how effectively the advertiser is able to communicate the message to the consumers.

The term 'ambient' means placing the ad at unusual places or unconventional places were you wouldn't expect an advertisement. Ambient advertising can be done along with traditional means of advertisement or as a standalone form of communication.

The idea behind ambient advertising is to surprise consumers with its placement. For example, advertising behind a car is not unusual, but using wiper as a part of adverting will look something different and will throw an element of surprise in the minds of consumers.

Ambient advertising makes an impact because it is intelligently placed, has a wow factor to it, makes a direct impact on the mind of consumers, effective way of communicating the message across to target consumers etc.

The first thing that will catch your eye when you are looking at an ambient advertisement would be its unusual location. The second characteristics of such an advertising is the fact that there is no repetition.

Another thing which is important is the execution. How well the ad is being executed, or does it really creating an impact that was required for effective communication. Does it really have a wow factor? All these things are taken into consideration while designing an ambient advertising campaign.

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  Ambush Marketing

  It refers to a situation in which a company or product seeks to ride on the publicity value of a major event without having contributed to the financing of the event through sponsorship.

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