000			01229pab a2200217 454500
008			140923b0 xxu||||| |||| 00| 0 eng d
040			_cWelingkar Institute of Management Development & Research, Mumbai _aWelingkar Institute of Management Development & Research, Mumbai
041			_aENG
082			_a _bGam
100			_aGambetti Rossella C
245			_aAmbient Communication: How to Engage Consumers in Urban Touch-Point
250			_a3
260			_a _bSpring 2010 _c0
300			_a34-51 Pp.
490			_v52
520			_aThe 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.
650			_aCorporate Communication
650			_aCommunication
856			_uhttp://192.168.6.13/libsuite/mm_files/Articles/AR11989.pdf
906			_a40346
999			_c31754 _d31754