21th century advertising might just be the most powerful weapon a marketer haves and a quite efficient one if we think … strategy it can very well be a large scale disaster. Because of the great costs that advertising is much too often associated … with and also the long term affects it haves on the consumer a company should never start an advertising campaign without …

The purpose of this paper is to develop a theoretical basis for evaluating ambient advertising in relation to the … schema. Ambient advertising, a creative form of out-of-home advertising that conveys direct and contextual messages by using … incongruity. Based on evidence from literature this study attempts to position ambient advertising in the moderate incongruity …