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Unusual Location and Unexpected Execution in Advertising: Content Analysis and Test of Effectiveness in Ambient Advertisements

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  • Hutter, Katharina

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  • Hutter, Katharina, 2014. "Unusual Location and Unexpected Execution in Advertising: Content Analysis and Test of Effectiveness in Ambient Advertisements," EconStor Preprints 97306, ZBW - Leibniz Information Centre for Economics.
    • Handle: RePEc:zbw:esprep:97306
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    References listed on IDEAS

    as
    1. Brown, Steven P & Stayman, Douglas M, 1992. "Antecedents and Consequences of Attitude toward the Ad: A Meta-analysis," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 19(1), pages 34-51, June.
    2. Canan Ay & Pinar Aytekin & Sinan Nardali, 2010. "Guerrilla Marketing Communication Tools and Ethical Problems in Guerilla Advertising," American Journal of Economics and Business Administration, Science Publications, vol. 2(3), pages 280-286, September.
    3. Rik Pieters & Luk Warlop & Michel Wedel, 2002. "Breaking Through the Clutter: Benefits of Advertisement Originality and Familiarity for Brand Attention and Memory," Management Science, INFORMS, vol. 48(6), pages 765-781, June.
    4. Derbaix, Christian & Pham, Michel T., 1991. "Affective reactions to consumption situations: A pilot investigation," Journal of Economic Psychology, Elsevier, vol. 12(2), pages 325-355, June.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Ambient advertising; guerrilla marketing; surprise; advertising effectiveness; execution; location;
    All these keywords.

    JEL classification:

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

    NEP fields

    This paper has been announced in the following NEP Reports:

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