ipl-logo

Ambient Advertising Essay

1474 Words6 Pages

Not many people are familiar with the term ‘ambient advertising’. In fact, not many people may know what it is. One of the first agencies to practise ambient advertising was Concord Advertising in the United Kingdom, which was in 1996. They were experts in operating outdoor advertising (Luxton & Drummond, 2000). Ambient as defined by the Oxford Dictionary (2012) is ‘relating to the surrounding area’ which is what is exactly done in advertising. Placing ads in places or on items that is considered strange is called ambient advertising (Lum, 2012).
According to Luxton & Drummond (2000), this ambient advertising and also its term started to develop when clients requested for ads that is counted as ‘something a bit different’. Clients were on …show more content…

C. Levinson defined guerrilla marketing in his in his book, Guerrilla Marketing: Secrets for Making Big Profits from Your Small Business, as a “creative, non-traditional and many times interactive type of advertising that is typically a low-budget produc¬tion” (Wanner, n.d.). Advertisements do not need to be placed in a common manner with this type of creative advertising. It would not be considered as boring like what people see in traditional media. What is great, is that creativity is put first instead of budget. And spending millions is not even necessary for guerrilla advertsing. The whole idea is to get the consumer to interact with the product in a way that is unexpected yet memorable. The campaigns described above accomplished this exact objective: they each had the consum¬er interact with the brand in a non-traditional, unexpected way to make them more aware of the product (Wanner, …show more content…

According to Wanner (n.d) established brands are expected to advertise with traditional mediums and to continue campaigning in the same way with a similar message. It is tradition. Guerrilla marketing can be an effective way to re-launch a product in a different light or to paint the entire brand in an altered perspective, especially if it has been portrayed in the same way for a significant amount of time. This type of campaign can break the tradition, giving a brand a new angle and positive energy that traditional advertising is not capable of offering. An effective guerrilla marketing campaign for a larger brand reaps significant ben¬efits. Because of how memorable such a campaign is, if a guerrilla marketing campaign for a large brand fails, this can take a brand on a negative downward spiral. This is why guerrilla campaigns for large brands must be carefully crafted keeping the brand message consistent and keeping appropriateness in mind (personal communications, November 15-19,

Show More
Related

  • Unit 33 P3

    441 Words  | 2 Pages

    If you have a great brand, but present your content in a boring way, it’s no good. If you have great and engaging content, but a weak and forgettable brand, that’s no good either.” 2. Contact information is critical It is imperative that your contact information is easy

    Read More

  • Edward Jones Rhetorical Devices

    756 Words  | 4 Pages

    For many years, companies have utilized advertising as a useful tool to promote their brands, convey a message, or sell their products. In today’s world, advertisements can be seen almost everywhere from enormous billboards along highways to a diminutive ads on a phone. But not all advertisements are successful. To convey a message, advertisements must contain rhetorical devices such as pathos, logos, and ethos. A good example of how rhetorical devices are used to persuade an audience is the Edward Jones “Nine Days” commercial.

    Read More

  • What Is Geico's Advertising Strategy

    1509 Words  | 7 Pages

    Geico, a brand builder, lays out distinctive marketing strategies from a broad perspective. The individual advertisement and company’s website are using different strategies to approach different target audience. Different Strategies

    Read More

  • Black And Blue Rhetorical Analysis

    1056 Words  | 5 Pages

    Wherever you may go often you will see advertisement. It may come in many different forms such as a poster on a telephone pole telling someone about a yard sell. Perhaps a bench ad or a television commercial. On a milk carton or box of cereal, whatever the form it’s all around us. Have you ever thought, what is the point of the advertisement?

    Read More

  • Giant Consumer Products Inc Case Study

    807 Words  | 4 Pages

    Giant Consumer Products In the case of Giant Consumer Products, Inc. (GCP), the background of this supermarket’s performance, specifically in the Frozen Foods Division (FFD), is reviewed and applied to promotional marketing decisions. Presented by Harvard Business School in 2012, Giant Consumer Products: The Sales Promotion Resource Allocation Decision provides a comprehensive overview of GCP’s overall financial stature, with insights into its FFD including industry and company context, promotional planning, execution, and allocation (Bharadwaj & Delurgio, 2012). In pursuit of further analysis, GCP’s case background can be reviewed and summarized by conducting a situational analysis, determining the core issues, evaluating alternative solutions, and providing concluding

    Read More

  • Rhetorical Strategies In Super Bowl Commercials

    837 Words  | 4 Pages

    Rhetorical strategies including pathos, ethos, and logos are stylistic elements often used as a persuasion technique to get an audience to either buy a product or participate in something. Advertisements almost always have at least one of these three components, and Super Bowl commercials specifically are renowned for their entertaining use of these strategies. Of the many Super Bowl commercials, two stood out to me for their in-depth use of all three of these rhetorical strategies. The first commercial combines the extreme measures taken by an overprotective dad and the new Hyundai Genesis. These two seemingly unlike ideas are brought together in a collaboration that effectively use pathos, ethos, and logos to prove the audience of their product.

    Read More

  • Ethos Pathos Logos

    757 Words  | 4 Pages

    Most advertisements contain at least one element of rhetoric; however, some commercials may use more than one element to ensure they can feel confident their ad will produce the response they are anticipating. In this essay, I will analyze some commercials and define what elements of rhetoric they are using as well as explain why the producers of those commercials chose that specific one. Producers take advantage of rhetorical elements to convince people to buy their products, whether it is pathos, a tug on the heart strings, or logos and facts, producers thoroughly take advantage of this to sell their products. 1. OxiClean Versatile Stain Remover This commercial promoting an OxiClean stain remover has generated a large amount of sales for this company due to the rhetorical devices used.

    Read More

  • Coca Cola Rhetorical Analysis Essay

    1061 Words  | 5 Pages

    These advertisements are created in a way that capture’s the audience’s attention and makes them want to purchase the product. In specific, the ad “It’s Beautiful” and “Taste the Feeling of Summer with Coca Cola” are only two of multiple others that sells their product successfully with the use of the rhetorical appeals:

    Read More

  • Nike's Rhetorical Analysis: Just Do It

    1056 Words  | 5 Pages

    When this is applied to a commercial, it gives viewers positive ideas and

    Read More

  • Cleaner Of Your Dreams Ad Analysis Essay

    1540 Words  | 7 Pages

    Debatably one of the most entertaining and memorable commercials during last year’s Super Bowl was the 30 second Mr. Clean ad: Cleaner of Your Dreams, which aired during the third quarter of the game. The ad features a wife tired of cleaning who gets increasingly more turned on as her fantasy husband, “Mr. Clean”, uses Mr. Clean products to finish the household chores and concludes with a surprise ending of Mr. Clean transforming into her real husband, an average looking man. This ad destroys gender roles, showing that it is good for everyone when men help clean the house. Through the use of visual communication, verbal communication, and the timing of the Cleaner of Your Dreams ad, Mr. Clean effectively asserts that men need to help women clean while representing its intended audience, men watching the Super Bowl, and entertaining its target audience, people who buy cleaning supplies.

    Read More

  • Carman's Use Of Pathos And Ethos In The Twilight Poster

    429 Words  | 2 Pages

    That is because these brands are likely to receive greater ‘interest and attention. Thus, repeated exposure to the brand name, enhances ethos by creating familiarity, which in turn persuades us into buying the product out of common preference. As mentioned previously, contrast is used to draw the attention of the viewer towards the imagery of the

    Read More

  • Rhetorical Analysis On Panera Bread

    168 Words  | 1 Pages

    Rhetoric in Panera’s Advertising Mmm. Panera. Whenever I decide that I want soup I buy a thing of vegetable soup at panera. As long as it’s not lunch hour, I can get my food in less than 10 min. It takes far less for me to gobble it down.

    Read More

  • Explain How Does Advertising Mirrors Society

    1126 Words  | 5 Pages

    Its aim is to delivering some value to the customers so they purchase or sell goods and/or services. Advertising, however is one of many tools used in marketing to reach and inform consumers. Of the four P’s in the marketing mix, advertising falls under ‘promotion’. Some other marketing tools are public relations, sales promotions, directing marketing and personal selling. There are various types of advertisements, among them political, public service, retail and directory.

    Read More

  • The Influence Of Popular Music In Advertising

    2169 Words  | 9 Pages

    According to Allan (2006), marketeers and “advertisers” use variable approaches and techniques in order to fully engage, involve and immensely persuade the “potential” consumers to buy their product or service (p. 434). It is noticeable that these techniques have greatly evolved and remarkably developed through the past decades (Hemmings, n.d.). This gradual enhancement in advertising techniques is precisely concentrated in the background features of advertisements, such as “attractive” colours and pleasing music (Gorn, 1982, p. 94). In other words, marketeers established an entirely new method to attract the audience, and this is done through integrating psychology in marketing. This has been the main goal of all marketing campaigns and advertisements

    Read More

  • Literature Review Of Advertising

    974 Words  | 4 Pages

    Advertisement is a method of mass promotion that’s typically used by different firms to reach large groups of potential consumers to persuade and inform them about a particular brand of product or service through oral or visual message. This means that the aim of any advertising is to differentiate and deliver various information about the product and the company to the prospective and existing consumers, it is therefore vital to make the message of the advertising effective, clear, focused and singular to make it easy for the target customers to hold on to it and catch it; as this provides a basis for

    Read More

More about Ambient Advertising Essay

Open Document