Unusual Location and Unexpected Execution in Advertising: Content Analysis and Test of Effectiveness in Ambient Advertisements
| Year of publication: |
2014-06-03
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| Authors: | Hutter, Katharina |
| Institutions: | Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft (ZBW) |
| Subject: | Ambient advertising | guerrilla marketing | surprise | advertising effectiveness | execution | location |
| Series: | |
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| Type of publication: | Book / Working Paper |
| Classification: | M37 - Advertising |
| Source: |
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