Ambient Communication: How to Engage Consumers in Urban Touch-Point

By: Material type: ArticleArticleLanguage: ENG Series: ; 52Publication details: Spring 2010 0Edition: 3Description: 34-51 PpSubject(s): DDC classification:
  •  Gam
Online resources: Summary: The article presents a discussion of ambient communication, a marketing technique distinguished by its unconventional use of urban public spaces for advertising purposes. The background and benefits of ambient communication are described, and the importance of effectively integrating this form of advertising into a brand's overall marketing mix is stressed. The diversity of ways in which the urban landscape can be used to engage consumers is noted, and strategies for optimizing these outdoor branding opportunities are presented.
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Articles Articles Main Library Gam (Browse shelf(Opens below)) Available AR11989

The article presents a discussion of ambient communication, a marketing technique distinguished by its unconventional use of urban public spaces for advertising purposes. The background and benefits of ambient communication are described, and the importance of effectively integrating this form of advertising into a brand's overall marketing mix is stressed. The diversity of ways in which the urban landscape can be used to engage consumers is noted, and strategies for optimizing these outdoor branding opportunities are presented.

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