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2012 | OriginalPaper | Buchkapitel

Creative Media Choice as a Marketing Signal

verfasst von : Sara Rosengren, Micael Dahlén

Erschienen in: Advances in Advertising Research (Vol. III)

Verlag: Gabler Verlag

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Abstract

Over the past decade, the practice of creative media choice, in which nontraditional media are creatively employed to implicitly communicate a target message, has grown rapidly (e.g., Dahlén, 2009; Dahlén et al. 2009a). Most likely, this trend will continue as marketers face ever higher levels of advertising clutter in traditional media, and need to find new ways to stand out (Elliott and Speck, 1998; Rosengren, 2008).

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Titel: Creative Media Choice as a Marketing Signal
verfasst von: Sara Rosengren
Micael Dahlén
Verlag: Gabler Verlag
Buch: Advances in Advertising Research (Vol. III)
Print ISBN: 978-3-8349-4290-6

Electronic ISBN: 978-3-8349-4291-3

Copyright-Jahr: 2012
DOI: https://doi.org/10.1007/978-3-8349-4291-3_26