Buzzing the Traditional Media off through Ambient Advertising

Angela Lucas Snipes Business Administration: Marketing College of Business Administration Savannah State University e-mail: alucas3@student.savannahstate.edu

Motivation for Research

Ambient Advertising is present on objects that are not usually expected to have advertising on them, for example, on a train ticket, on a bus, a sidewalk, or on a receipt. Ambient Advertising must be unexpected; a surprise. When an advertisement becomes the usual, then it can no longer be considered an ambient ad. Ambient Advertising is unconventional and inexpensive and makes effective use of surroundings and physical environments to grab the attention of the intended audience leading to positive brand and ad attitudes and purchase

When companies post advertisements for their products in places that are novel, inventive or borderline illegal, they call it guerilla marketing. Urban footpaths have become a site for such (ambient) tactics with advertisers appropriating the means and methods of pavement artists and stencil graffitists to generate brand awareness.

Why do businesses need Ambient Advertising?

Small business failures are establishing record numbers and one of the main reasons is a failure to understand marketing. Ambient Advertising has been proven to work for small businesses around the world because it is simple to understand, easy to implement and can be outrageously inexpensive. Ambient Advertising is needed because it gives small businesses a delightful advantage.

McDonalds Campaign by DDB Worldwide in Hong Kong

Kit Kat Campaign by JWT in Auckland, New Zealand

Purpose of the Research

The research study explores the innovations in ambient advertising including flash mob dancing, use of structures, posters, props, the backs of bus tickets, supermarket floors, shopping carts, bank receipts and even animals. This research paper investigates the following questions:
What are the social and economic effects on potential consumer engagement from innovative ambient advertising techniques such as Taxi ads, flash mob dances, pavement ads or utilizing physical spaces for conveying advertising messages? Will ambient media remain effective if it becomes the norm in advertising? Is ambient advertising the future of advertising?

Literature Review

Literature Review
In recent years corporations have recognized that new technologies and new media expand the opportunities for pavement advertising. In the near future we are likely to see even more advertisements on the ground, many of them authorized and legal Mr. Clean Ad by Meister Proper of Grey as govt departments Worldwide Germany lease spaces on public streets and

Theories Used
Foote, Cone and Belding (FCB) Matrix- Well known
framework for product classification which classifies products according to whether the purchase decision is high or low involvement and involves cognitive (thinking) or affective (feeling) information processing (Vaughn 1980, 1986).

The FCB grid was extended by Rossiter and Percy (1997), who argued that product and brand attitude
classifications should be based on underlying purchase motivesboth informational and transformational. With both of these frameworks, there is a recognition that some ads attempt to convey information to consumers to help them develop a preference, while others appeal to emotions, or transformational motives.

Conceptual Framework
Relationshi p Strength (Customer ad Product) [R] Inherent Dramatic Surprise [I]

Attitude Towards the Advertisin g

Prodigious Execution [P]

Ambient Advertising Attitudes (Aad)

Ad

Research Design and Methodology First Qualitative Stage:

25 ads/stimuli were selected from the Global Ads Web site (www.adsoftheworld.com) where ads from different countries are presented. Ambient ads are difficult to find, especially in magazines and hence, this Website was used since it hosts print, TV, cinema, outdoor, ambient, online, radio, etc. These 25 ads were presented to a jury of 15 Advertising students (who were senior under-graduates and MBA graduate students) and 5 academic faculty judges in order to judge the degree of ambient advertising of each stimulus. The likert-type scale was used as Strongly Agree, Neutral, and Strongly Disagree for the three factors of ambient advertising conceptual framework Relationship strength Inherent Dramatic Surprise Prodigious Execution

First Qualitative Stage (Contd.)

Research Design and Methodology

The results of this qualitative stage were an ordered category ranking of 25 stimuli frequency counts were conducted and finally, 5 stimuli were selected (the stimuli who had maximum Strongly Agree statements attached to them). The three factors of the RIP conceptual framework- Relationship strength, Inherent Dramatic Surprise and Prodigious Execution were the focus of ordered category ranking.

Research Methodology
Second Quantitative Stage:
These 5 stimuli were then presented to a group of 89 students in random order for each student. Randomization was used to avoid systematic measurement errors as a result of responded wearout. Since the population at a HBCU is homogenous with similar socio-demographic characteristics, only gender was included as a classification question. Thereafter, the findings were recorded for these focus groups and generalized for males versus females.

Measures (Scales)
Attitude toward the ad (Mitchell and Olson 1981; seven-point semantic differential scales):
BadGood UnpleasantPleasant UnfavorableFavorable NegativePositive

Ad believability (Bhat, Leigh, and Wardlow 1998; seven-point semantic differential scales):
ConvincingUnconvincing (reverse) Not credibleCredible UnacceptableAcceptable UntruthfulTruthful BelievableUnbelievable (reverse)

Intention to purchase the advertised brand XX (Schlinger 1979, four-point Likert scales):
Would you like to try the product? Could you imagine yourself buying this product? Could you imagine this product being one of your most likely choices when you next make a purchase?

Data & Results

Males 33 (37.1%) Females 56 (62.9%)

Data & Results

Age
21 25 (67; 75.3%) 26 30 (14; 15.7%) 31 35 (4; 4.5%)

Data & Results

Ethnicity
African-Americans 70 (78.7%) Caucasians 13 (14.6%) Asians 2 (2.2%)

Ambient Advertising Measures

C mo e t o pnn

I hr n nee t

Rlaio s ip e t nh ( ewe Bt e n Po u ta d rdc n Cso e ) ut mr

-.0 7 4

Da aic r mt S r r e/ u p is Ec e e t x it mn
A b n e lin 4 mie tF e g

Po ig u / r d io s E c pio a xe t nl Ee uio xc t n
.1 3 5

.9 9 1 .9 3 0 .8 6 8

Ia r ew ht isa v ris mn. g e it h d e t e e t

A b n e lin 1 mie tF e g .0 2 3 -.1 5

T e eisac a p s iv ms a eint isa v ris mn. hr le r o it e e s g h det e e t

A b n e lin 7 mie tF e g .0 2 8 .1 7 5

De t isa mk y uf e g o os h d a e o e l o d
A b n e lin 5 mie tF e g

o ec e r x it d

?
.7 2 2
.0 0 7 .2 2 6 .0 9 5

Te h

a v ris mn isd a aic d e t e e t r mt .

.0 6 9

A b n e lin 2 mie tF e g

.9 7 2 .8 8 8 .6 0 4

T e eisac a hr le r
A b n e lin 6 mie tF e g

e c pio xe t n

int isa v ris mn. h det e e t

-.0 5 4 .3 4 0

De t isa mk y uf e b d os h d a e o e l a
A b n e lin 3 mie tF e g

o o e we e r v r h lmd

?
.4 4 7 .0 8 8

Ig e u a o n rw p r ud
A b n e lin 9 mie tF e g

s u t n/ms a e lik t e e it aio s e s g s e h s .

.1 9 1 .1 4 0

.8 4 3

Aey ue c u a e t s p o tt isc ueo b yp o u t r o no r g d o u p r h a s r u r d c at rs e gt isa ? f e e in h d

A b n e lin 8 mie tF e g .1 8 6

.3 3 0

.9 9 0

De t isa mk y uf e in if e e t os h d a e o e l d f r n
A b n e lin 1 mie tF e g 0

t t ep o u t o h rdc

?
.1 4 0 .1 9 1

W ldy u o u o
E e V lu s ig n a e % fv r n e o aia c Co b c a h r n a h lp a

b yt isp o u tat rs e gt isa ? u h r d c f e e in h d

.8 2 7

4 9 .6 4 .8 67 .8 6 0

2 3 .2 2 .3 2 4 .8 1 1

1 5 .1 1 .5 15 .7 9 5

raction Method: Principal Component Analysis. tation Method: Varimax with Kaiser Normalization

Ambient Advertising Measures

KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. Bartlett's Test of Sphericity Approx. Chi-Square df Sig. .840 582.884 45 .000

Ad Stimulus # 1

Client: Nestle Brand Kit Kat bench; Agency: JWT - London (2009)

Ad # 1 w.r.t. Ambient Advertising Dimensions

Ad # 1 w.r.t. Purchase Intentions

Ad Stimulus # 2

: McDonalds; Agency: Cossette West- Vancouver &TBWA - Switzerland (2009)

Ad # 2 w.r.t. Ambient Advertising Dimensions

Ad # 2 w.r.t. Purchase Intentions

Ad Stimulus # 3

ent: Mr. Clean; Agency: Grey Worldwide, Germany

Ad # 3 w.r.t. Ambient Advertising Dimensions

Ad # 3 w.r.t. Purchase Intentions

Ad Stimulus # 4

Client: Rimmel; Agency: JWT - London (2009)

Ad # 4 w.r.t. Ambient Advertising Dimensions

Ad # 4 w.r.t. Purchase Intentions

Conceptual Framework
Relationshi p Strength (Customer ad Product) [R] Inherent Dramatic Surprise [I]

Attitude Towards the Advertisin g

Prodigious Execution [P]

Ambient Advertising Ad Attitudes (Aad)

Multiple Regression

Multiple Regression

Discussions & Conclusion

Partial Support to Hypothesis concerning RIP framework and Aad R & I impact attitude towards the ad positively and significantly while P impacts Aad negatively RIP Effect: breaks down the impact of ambient media and why it achieves T.O.M.A. Women vs. men Generally the younger audience responded more positively to the ambient advertisement. Extraordinary, lasting impression, drama, excitement Results are consistent with Purpose of Research Ambient Advertising preparation and more importantly it requires creativity Consumers want to be engaged and interact because it is human nature Ambient media accomplishes what traditional media conquers and more

QUESTIONS ?
Buzzing the Traditional Media off through Ambient Advertising

Angela Lucas Snipes Business Administration: Marketing College of Business Administration Savannah State University e-mail: alucas3@student.savannahstate.edu

Buzzing the Traditional Media off through Ambient Advertising

Angela Lucas Snipes Business Administration: Marketing College of Business Administration Savannah State University e-mail: alucas3@student.savannahstate.edu