Unusual location and unexpected execution in advertising : a content analysis and test of effectiveness in ambient advertisements
Year of publication: |
2015
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Authors: | Hutter, Katharina |
Published in: |
Journal of marketing communications. - Abingdon : Taylor & Francis, ISSN 1352-7266, ZDB-ID 1317851-9. - Vol. 21.2015, 1, p. 33-47
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Subject: | ambient advertising | guerilla marketing | surprise | advertising effectiveness | execution | location | Werbung | Advertising | Werbewirkung | Advertising effects | Online-Marketing | Internet marketing |
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