Ambient Communication: How to Engage Consumers in Urban Touch-Point
Material type:
- Gam
Item type | Current library | Call number | Status | Date due | Barcode |
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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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