Ambient Advertising: Analyzing its Effectiveness Using an Anti - Smoking Advertisement

Authors

  •   Samarth Singh Assistant Professor, Management Education & Research Institute (MERI), 53-54 Institutional Area, Janakpuri, New Delhi - 110 058

DOI:

https://doi.org/10.17010/ijom/2015/v45/i8/79916

Keywords:

Ambient Advertising

, Anti Smoking, Emotional Message, Unique Advertising

Paper Submission Date

, October 24, 2014, Paper sent back for Revision, April 7, 2015, Paper Acceptance Date, June 6, 2015.

Abstract

Ambient advertising is uniquely positioned and builds greater involvement . The current study sheds light on the use of ambient advertising and its successful transmission of an anti - smoking message. The study involved the development of an anti-smoking ambient advertisement and understanding its effectiveness among the youth using a questionnaire, interviews, and observations. The results revealed that the youth were ready to change their intent of getting fascinated by smoking.

Downloads

Download data is not yet available.

Downloads

Published

2015-08-01

How to Cite

Singh, S. (2015). Ambient Advertising: Analyzing its Effectiveness Using an Anti - Smoking Advertisement. Indian Journal of Marketing, 45(8), 28–36. https://doi.org/10.17010/ijom/2015/v45/i8/79916

Issue

Volume 45, Issue 8, August 2015

Section

Articles
Crossref
Scopus
Google Scholar
Europe PMC

References

Eppes, T. E. (1999). Rebirth of an agency: Challenges and implications of operating in an IMC framework. Journal of Integrated Marketing Communications, 1998 - 1999 edition, 28-38.

Hong, Y.H., Soh, C.H., Khan, N., Abdullah, M.M. B., & Teh, B. H. (2013). Effectiveness of anti-smoking advertising: The roles of message and media. International Journal of Business and Management,8 (19), 55-62.

Jurka, M. A. (2010). The forms of unconventional advertising - A theoretical approach. Marketing and Management Journal, 8 (2), 323 - 333.

Puranik, R. (2011). Effectiveness of humour appeal in advertisements of fast moving consumer goods (FMCGs). Indian Journal of Marketing, 41(9), 38 - 44.

Resource Centre for Tobacco Free India (n.d.). Government of India and its role in tobacco control. Retrieved from http://rctfi.org/goi_initiatives.htm

Sandra, L., & Drummond, L. (2000) .What is this thing called 'Ambient Advertising'? In A. O. Cass (ed.). Conference Proceeding ANZMAC 2000 Visionary Marketing for the 21stCentury: Facing the Challenge (pp. 734 - 738). November 28 - December 01, 2000.

Schultz, D.E. (1991). Integrated marketing communications : The status of integrated marketing communications programs in the U.S. today. Journal of Promotion Management, 1(1), 99-104.

Sjahah. (2010). The effect of negative emotional advertising appeals on cognitive message processing style of Indian consumer with specific focus on FMCG product's advertisements – A research based on survey of house wives of Ahmedabad city. Retrieved from http://www.scribd.com/doc/27950996/Research-Paper

Walsh, G., Hassan, L., M., Shiu, E., Andrews, J. C., & Hastings, G. (2010). Segmentation in social marketing: Insights from the European Union's multi-country, anti-smoking campaign. European Journal of Marketing,44(7/8),1140–1164. Retrieved from DOI : http://dx.doi.org/10.1108/03090561011047562

World Health Organization. (2008). mpower : A policy package to reverse the tobacco epidemic. Retrieved from http://www.who.int/tobacco/mpower/mpower_english.pdf