The Importance Of Ambient Advertising

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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
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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,
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