Unusual location and unexpected execution in advertising: A content analysis and test of effectiveness in ambient advertisements

Abstract

Ambient advertising is a creative, innovative form of outdoor advertising that explicitly intends to surprise consumers by placing unexpected advertisements at unusual locations. The rising relevance of ambient advertising is not mirrored in the marketing literature yet. No study has empirically considered the key elements of location and execution of ambient advertising. This paper uses a mixed-method approach to (1) identify the locational and executional elements used in ambient advertising practice and to (2) analyze the effectiveness of ambient advertising. Study 1 (n ¼ 340) applying a content analysis reveals that ambient advertising mainly uses unconventional 2D elements often combined with unexpected visual elements such as optical illusion. Study 2 (n ¼ 234) using ANOVAs examines that unconventional advertisements have a stronger impact on consumer perception (e.g., attention, attitude toward the ad) than on conventional outdoor advertising. The paper provides contributions for marketing managers and further research.

Influence of in-store and out-of-store creative advertising strategies on consumer attitude and purchase intention

“…As a final word, creative ad increases the consumers' processing motivation, and will be transferred to their long-term memory (depth of ad processing) (Smith & Yang, 2004;Smith et al, 2008;Wilson, Baack & Till, 2015;Baack et al, 2008;Lee & Hon g, 2016) and results in higher recall, additionally, more favorable attitudes, also positive feelings towards the ad, and whereby the advertised brand/product, besides that, purchasing inclinations (Baack et al, 2008;Ang et al, 2007;Till & Baack, 2005;Lehnert et al, 2014;Hartnett et al, 2016;Bae, Wright & Taylor, 2001;Hutter, 2015;Janssens & Pelsmacker, 2005). Moreover, relevance or connectedness in the eye of the ad's creative element, defines as being meaningfully tied to the product (Baack et al, 2016;Baack et al, 2008;Lehnert et al, 2014;Ang et al, 2007).…”

“…Thus, finding the new unconventional (innovative/creative) advertising strategies gaining and holding consumers' attention is vital for manufacturers in order to raise the advertising effectiveness (Hutter, 2015).…”

“…Accordingly, people concentrate their sight on where they can find something new or interesting (Clement, 2007;Hutter, 2015;Sigurdsson, Engilbertsson & Foxall., 2010).…”

“…Research shows that design elements and many other factors including banner size, material, visual aspects, colors, use of animation, presence of image, and so forth influence indoor/outdoor advertising effectiveness (Song, Xu, Techatassanasoontorn & Zhang, 2011;Hutter, 2015). Yet, this paper focuses the influence of in-store and out-of-store creative advertising (creative strategies for ads' ideas and executions) on consumers' attitude towards the advertised brand/product, and behaviour/purchase intentions, also attempts to ascertain and compare the effectiveness of in-store and out-of-store advertising, which has not been considered in related literature, so the present paper aims at filling this void.…”

“…Because they found advertising repetitive and boring (Hutter, 2015). Thus, devising the new creative advertising strategies gaining and holding consumers' attention is necessary for manufacturers and retailers in order to raise the advertising effectiveness, subsequently, increase the sales amount.…”