A STUDY ON CONSUMERS PERCEPTION AND INFLUENCE CREATED BY AMBIENT ADVERTISING

Abstract

Ambient advertising is a unique, intimate, and non-traditional form of communication between the product and the consumer and uses all physical and environmental elements leading to stronger customer engagement. This innovative form of communication goes straight to the top of the consumer’s mind and stays there for an extended period of time. This research paper explores the innovative nature of ambient advertising and influence created by it on consumer’s perception. The study further examines how ambient advertising can effectively support both traditional and digital media. This unconventional form of advertising makes effective use of surroundings and physical environments to grab attention of the intended audience leading to positive brand and ad attitudes and purchase intentions.