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The Forms Of Unconventional Advertising – A Theoretical Approach

Author

Listed:
  • Maria Alina JURCA

    ("Babes Bolyai" University of Cluj Napoca)

Abstract

The large number of advertisements that the consumers are bombarded with every day has made them virtually immune to commercial messages. This is why advertisers are trying to find new, alternative ways to reach the customers, which are comprised by economic literature in the concept of unconventional advertising. Based on a thorough documentary research, this study identifies the existing forms of unconventional advertising by presenting them in the order of their frequency of use and it tries to group the ones with similar characteristics into somewhat larger categories. A better understanding and knowledge of these new forms of advertising can provide marketing and advertising specialists with new strategies to convey the brand message that can grab the attention of any prospect customer.

Suggested Citation

  • Maria Alina JURCA, 2010. "The Forms Of Unconventional Advertising – A Theoretical Approach," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(2), pages 323-333, November.
    • Handle: RePEc:aio:manmar:v:viii:y:2010:i:2:p:323-333
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    Citations

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    Cited by:

    1. Buljubašić Iva & Ham Marija & Pap Ana, 2016. "Factors Influencing the Implementation of Unconventional Marketing in Cultural Institutions – Evidence from Croatia," Scientific Annals of Economics and Business, Sciendo, vol. 63(2), pages 247-272, June.

    More about this item

    Keywords

    advertising; unconventional advertising; unconventional media; ambient advertising; stealth marketing;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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