Isha Agarwal & Urvashi Jain Class of 2013 NMiMS Mumbai
malls - an example of which is the attractive advertisement of JUICE salon in a mall in Mumbai where each of the steps of the escalator showed different hairstyles. One of the most important things in ambient advertisements is that the target audience and the utility of brand should be well bridged with the advertisement. If Pedigree wants to promote a dog adoption drive then it needs to advertise in a place where many dog lovers can be tapped, which is public parks and not building escalators or petrol pumps.
Kingfisher beer mugs were aped as door handles on various restaurants in India, leading to people taking notice of it whenever they entered a restaurant. Result - Kingfisher sales shot up.
Amazing BRO
MARKETING
AMBIENT ADVERTISING
30 foot Pizza hut logo on a space rocket, an advertisement put on an egg, a man popping out of water to show a banner to those having a boat ride!! - do you think advertisers are going crazy? No, they are going AMBIENT. We saw advertisements on TVs, read them in newspapers, heard them on radios, but now they are everywhere. Advertisements are now not restricted to the first contact point (home) or the second contact point (work). They are now creeping into the third world (as they say it) of people – when they are simply walking or are into leisure activities. Well, such advertising has a name to it - ambient advertising. The term ambient started making a buzz in the British media jargon around 1996, but now it is an established term in the advertising world with a boom in this industry both abroad and in India. Ambient advertising is placing advertisements in unusual and unexpected places through unconventional methods. For ambient advertising the world is an advertising stage and everything is a potential advertising medium - golfhole cups, the sand on beaches and even the sides of cows!! According to a study, the North Americans are exposed to an average 3,000 ads per day. Pretty mind boggling huh! This is the amount of media clutter today where consumers are becoming immune to traditional media of advertising. Add to this increased competition in crowded areas, proliferation of brands and short term focus in industry. These form the major reasons for the birth of Ambient advertising which aims to look at more innovative ?????????????????????????a??????d?????????5????????e?????????????????????????Q?????????????????????????????????????????????????????????????????????????????????%?????????????????????????????????????????????????????????????????????????????????????????(??)?94?Y=1U5???=?????????95%5L?!?????()()???????????????????????????????????]?????????????????????????????????????????????????????????????????????????????????????????????????????????????????????Q????????????????????????????????????????????????????????????????????????????????????????????????Q????a????????d?????????????????????????????????????????????????????????????????????????????????????????????%?????????????????????????????????????????????????????????????????????????????????????????????????????????aI???????
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