Unusual location and unexpected execution in advertising : a content analysis and test of effectiveness in ambient advertisements
Katharina Hutter
| Year of publication: |
2015
|
|---|---|
| Authors: | Klug, Katharina |
| Published in: |
Journal of marketing communications. - Abingdon : Taylor & Francis, ISSN 1352-7266, ZDB-ID 1317851-9. - Vol. 21.2015, 1, p. 33-47
|
| Subject: | ambient advertising | guerilla marketing | surprise | advertising effectiveness | execution | location | Werbung | Advertising | Werbewirkung | Advertising effects |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010514626