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Ambient Marketing: Towards a Modern Definition Abstract This paper seeks to establish much-needed clarity to the term ‘ambient marketing’, to not only establish the boundaries of this marketing practice, but also to differentiate it from other out-of-home and related marketing methods. Firstly, factors leading to the rise of ambient marketing are examined, in order to understand how this approach has emerged as one of the fastest growing marketing communications methods in use today. Following from this, existing uses and definitions of the term 'ambient marketing' are examined and critiqued, demonstrating the need for a more comprehensive and modern definition. By examining aspects in which it is differentiated from other marketing methods, a robust and distinct definition of ‘ambient marketing’ is then proposed for both academic and practitioner use. Together with considerations for future research issues, more focused research into this increasingly important advertising approach is encouraged and supported. Track: Marketing Communications and Public Relations 1 Deleted: , Introduction Deleted: Concord, 2001 Within the past decade, ambient marketing has gained tremendous popularity among practitioners, and has proven to be one of the fastest-growing marketing communications methods based upon physical proliferation and advertising spending. Despite the increasing proportion of advertising spend (Concord, 2001; PQ Media, 2007) on this marketing communications approach, an approach which is sometimes also referred to as ‘alternative, out-of-home media,’ ambient marketing has received surprisingly little attention among marketing academicians. Indeed, no accepted definition of the approach exists in the academic marketing literature, even though useful early inroads have been made on the topic (Shankar & Horton, 1999) and increasingly there are efforts by academics and practitioners to establish the area as both separate and distinct from ‘outdoor advertising’ but beneath the umbrella of out-of-home marketing. As a result, ambient marketing remains largely undifferentiated from other out-of-home advertising methods, including both traditional and non-traditional marketing methods. This lack of clarity surrounding the ‘ambient marketing’ term demonstrates a clear need for a far more rigorous and robust definition, such that the term and the associated approach have a shared meaning among both marketing academics and practitioners. The purpose of this paper is therefore to work toward and propose a modern definition of ‘ambient marketing,’ with the further aim of encouraging a better understanding of the area and stimulating discussion among marketing academicians of the area’s potentially growing importance. Deleted: ; Deleted: Shankar & Horton, 1999) Deleted: Deleted: (PQ Media, 2007). Deleted: Increasingly, academics and practitioners are establishing ambient marketingalso known as alternative out-of-ho as separate and distinct from outdoor ... [1] advertising, beneath the umbrella Deleted: is marketing.¶ of out-of-home Deleted: , Deleted: a Deleted: approach Deleted: referred to by ... [2] marketing practitioners as Deleted: growth, ambient ... [3] ‘ambient marketing,’ marketing Deleted: this area of marketing ... [4] communications Deleted: Deleted: s Deleted: , Deleted: yet Deleted: Why is ‘Ambient Marketing’ Growing in Use? Within recent times, traditional advertising approaches, including television, radio, billboards, retail window displays, and signage on buses and taxis, have been observed to be diminishing in their ability to fulfil the objective of effectively communicating marketing messages to consumers, as a result of factors such as increased audience fragmentation, nonreception of messages by consumers and/or reduced exposure to advertising messages, and a heightened difficulty in engaging consumers with advertisements as they learn to ignore traditionally-placed advertising (Kaikati & Kaikati, 2004). Added to this, increased consumer commute and wait times have resulted in the growth of out-of-home advertising methods (PQ Media, 2007). Cumulatively, these factors result in traditional marketing garnering uncertain value to advertisers (Evans, O’Malley, and Patterson, 1996) and a surge in the occurrence of more ‘modern’ marketing methods including ambient, stealth, viral and guerrilla marketing. Ambient marketing in particular, as an alternative area in relation to traditional advertising, is increasingly viewed as an approach that allows for more effective differentiation of marketing messages, breaking through the clutter of mass advertising via unexpected and novel placements and media (Lee Yuen, 2008; Phillips & Bradshaw, 1993). Further, given consumers’ repeated interaction with a single, specific ambient marketing message at a particular location, there is added potential to stimulate comprehension of the message and subsequently drive purchase behaviour. In addition, the postulated view that consumers are increasingly participating in purchase decision behaviours outside of the home (Phillips & Bradshaw, 1993; Stern, 1962) largely provides a premise upon which ambient marketing efforts may be based. While consumers are completing more of their purchasedecision process in-store, further negating the effectiveness of traditional advertising, ambient marketing appears to be bridging the gap between traditional advertising and what is referred Deleted: attention within the ... [5] academic arena, and no accepted Deleted: ’ definition of the practice exists to date. Deleted: Deleted: revision of the existing ... [6] use of the term ‘ambient Deleted: The Growth of marketing’, and development of a modern ands distinctive definition Deleted: for this practice. Deleted: proven Deleted: its Deleted: , due to Deleted: et al Deleted: , Deleted: efforts Deleted: the Deleted: , with its Deleted: ums, which has resulted ... [7] in the decreasing effectiveness of Deleted: Additionally traditional advertising Deleted: can also Deleted: d Deleted: help to drive Deleted: ¶ Further to this, Deleted: ion Deleted: are Deleted: es Deleted: is 2 ... [8] to as ‘point-of-sale advertising.’ This out-of-home advertising corridor thus appears to provide opportunities to further influence consumers’ decision-making process. Collectively, the above reasons may be why ambient marketing, given its ability to garner both spatial and temporal reach (Belch and Belch, 1998), is observed to be one of the fastest growing advertising medium (Shankar & Horton, 1999). Deleted: can Deleted: ese circumstances account for Deleted: being Deleted: , in Deleted: Existing Ambient Marketing Definitions Discrepancies clearly exist between academic and practitioner definitions of ‘ambient marketing’, and even among academics attempting to define this practice. Furthermore, a review of the literature finds there is ambiguity as to how the approach is situated within and/or overlaps with broader classifications and categorisations of media (e.g., ambient advertising, ambient media and elements of creative advertising and creative media). Following is a brief but critical review of the treatment of ambient marketing within both the academic literature and the term’s use by the practitioner community. Deleted: its ability to garner both spatial and temporal reach (Belch and Belch, 1998). Deleted: Much d Deleted: y Deleted: s between the Deleted: the Deleted: nature of the term, with ambient marketing encompassing Ambient Marketing within Academic Literature Shankar and Horton (1999) first attempted to explain ambient media, by defining the practice as ‘non-traditional out-of-home media’, and attempting to categorise ambient marketing according to the environment in which it is placed, derived from Concord (1998). While this definition may have sufficed twelve years ago, within the current marketing environment, this definitional approach may arguably be viewed as overly broad and relatively generic. For example, several of the ambient marketing ‘categories’ that have been recently proposed have evolved into specific individual marketing strategies, such as ‘travel’ media, which is now established as ‘transient’ media (Outdoor Advertising Association of America, 2010). Furthermore, Shankar and Horton (1999) exemplify ambient marketing as posters, video screens and sponsorship opportunities, among others, which are now far more mainstream advertising vehicles. While these strategies may to some extent be considered ’non-traditional’, they appear to no longer fit today’s scope of ambient marketing, which, increasingly, is viewed as differentiated from other out-of-home advertising methods as a result of a vast range of media carefully integrated into the consumers’ physical environment. In contrast to Shankar and Horton’s view, Luxton and Drummond (2000, p.735) characterise ambient marketing as “[t]he placement of advertising in unusual and unexpected places (location) often with unconventional methods (execution) and being [the] first or only ad execution to do so (temporal) (emphasis in the original).” However, while the references to location and execution help to differentiate ambient marketing as an approach in practice, these terms are both non-specific and subjective. Additionally, by limiting ‘ambient marketing’ to only those campaigns which are the first or only one of its kind, this definition excludes a vast number of executions which would be considered ambient media by practitioners, due solely to the lack of this type of first-mover advantage. Despite these apparent limitations, however, both studies position ambient marketing as an alternative to traditional outdoor advertising, using atypical locations and diverse mediums to break through advertising clutter to communicate with consumers, a view further confirmed in both conceptual and empirical research by Lee Yuen (2008). In addition, there is further agreement that ambient marketing is seen to be strategically implemented as part of an integrated marketing communications mix, and in garnering consumer awareness and aiding recall, and in generating public relations (Lee Yuen, 2008; Luxton & Drummond, 2000; Shankar & Horton, 1999). Further, there is also common research ground in terms 3 Formatted: Font: Italic Deleted: simply Formatted: Font: Italic Deleted: en Deleted: is Deleted: far too Deleted: Additionally Deleted: , Deleted: are Deleted: since Formatted: Font: Italic Deleted: continue to Deleted: somewhat Deleted: “ Deleted: ” Deleted: under the umbrella Deleted: is Deleted: with Deleted: its Deleted: ums and Deleted: ion Deleted: is Deleted: (Luxton & Drummond, 2000; Shankar & Horton, 1999) Deleted: s Deleted: by Deleted: T Deleted: most Formatted: Font: Italic Deleted: , regarding the increasingly pervasive and ubiquitous nature of ambient media, and its intrusiveness in consumers’ domains (Luxton & Drummond, 2000; Storch, 2008). However, academic debate nevertheless persists as to the functionality of ambient marketing. Shankar and Horton (1999, p.309), for example, firmly assert that ambient marketing is primarily employed “to communicate with consumers close to the point of sale,” suggesting that these messages serve as reminders to consumers in arousing and persuading impulsive purchase decisions. Contrary to this, Lee Yuen’s (2008) findings suggest that practitioners’ use of ambient marketing extends beyond initiation of sales, and that building brand awareness, stimulating brand recall, reinforcing the brand image or product features, or encouraging consideration of the brand in longer-term purchase decisions could each, in and of themselves, be an individual, primary objective of an ambient marketing campaign. Such a view is perhaps more similar to that of Luxton and Drummond (2000) who argue that ambient marketing is a supportive and reinforcing medium, rather than directly persuasive in driving purchase behaviour. Such findings, therefore, draw attention to the scope of ambient marketing in relation to the term’s implicit definitions in-use. Deleted: Additionally, some discussion has arisen over Deleted: , which suggests an area for more deeply probing research Deleted: debate Deleted: exists Formatted: Font: Italic Deleted: alis Deleted: s Deleted: Similarly, ‘Ambient Marketing’ as Defined by Practitioners Within practitioner reports, many substitute terms are observed to exist for ‘ambient marketing’, and there is also an observed lack of consistency among reports as to what constitutes this practice. PQ Media (2007, p.47) refer to ‘alternative ambient advertising’ or ‘place-based media’, under the umbrella of alternative out-of-home media, and define the latter as including “messages delivered via locations, channels, formats, objects and other conduits to reach consumers engaged in their daily routines.” Further to this latter definition, the report segments ‘ambient media’ according to placement, including foot traffic and transit, and a third category of ‘specialty ambient’ for all other executions, further differentiated by medium used. In a similar vein, Concord (2001) classifies ambient marketing vehicles according to the environment in which they are found, again implicitly referring to place-based media, including categories such as retail, leisure, travel, academic and community. By implicitly defining ambient marketing in the above ways, it can be argued that, practitioners are using the term as a broad approach covering any out-of-home advertising execution aside from conventional billboards and posters, a view that is not dissimilar to that of Shankar and Horton (1999). In so doing, marketers are offering very little, if any, meaningful differentiation of ambient marketing, as such views actually include similar and related marketing methods in its implicit definition, including point-of-sale advertising and sponsorship. Additionally, whereas it may be argued that ambient marketing is a relatively modern ‘alternative’ form of out-of-home advertising, advertising media such as buses, subway stations and washroom posters should ultimately not be included under a stricter and arguably more meaningful scope of ambient marketing, as these media have all now become mainstream traditional media, and should thus be classified as conventional out-of-home advertising. Deleted: a Deleted: between Deleted: is Deleted: “ Deleted: ” Formatted: Font: Italic Deleted: is way Deleted: resorting to Deleted: is Deleted: catchphrase for Deleted: s Deleted: e view Deleted: not Deleted: ing Deleted: ng in any way, and are Deleted: ing Deleted: such Deleted: as Deleted: viewed as Deleted: and Deleted: “ Deleted: ” Deleted: iums Deleted: the Modernising the Definition of Ambient Marketing Deleted: umbrella In light of the above definitional limitations and shortfalls, the need for a comprehensive understanding of ambient marketing is highlighted, as well as the development of a common understanding of the use and effectiveness of this practice. Rather than adopting the perspective of ambient marketing as an undifferentiated stockpile of out-of- Deleted: ¶ ¶ Formatted: Font: Italic 4 Deleted: se Deleted: ception Deleted: being home advertising methods, this practice should be critically examined and given a concise and far more distinctive definition. Thus, it is argued that ambient marketing should not simply be viewed as nontraditional out-of-home advertising, but rather as a subset of the latter, and should not encompass all outdoor media. Instead, ambient media should include only those which are integrated into the existing external environment, where common physical objects are transformed into marketing messages. In so doing, there exists an interaction between the medium and the product being advertised, where consumers have a propensity to associate the product or brand with the medium used, and the brand then takes ownership of this medium, as suggested by Dahlen, Friberg, and Nilsson (2009). In this way, framed advertising in unusual locations, such as a decal on a sidewalk, would not constitute ambient marketing; whereas Lego having painted the non-skid area of the sidewalk to look like Lego blocks does represent ambient marketing, as there is a relationship between the brand and the medium. Similarly, Casino de Venezia in Italy painted an airport baggage carousel to look like a roulette wheel, making use of the shape and motion of the existing carousel to communicate its brand message. Further, it is argued that ambient marketing placements are within consumers’ immediate external environments, typically with some relation to the point of sale, although not necessarily so, as is indicated by Shankar and Horton (1999). Coupled with the use of alternative and unexpected locations, ambient marketing thus becomes somewhat unavoidable to passing consumers, and thus increasingly effective in breaking through advertising clutter to reach consumers where they are more susceptible to being influenced by advertising messages. Further, as ambient marketing aims to be integrated within consumers’ ongoing routines (Lee Yuen, 2008; PQ Media, 2007) consumers will subsequently be faced with repeated exposure to ambient marketing messages. Cumulatively, these factors allow for ambient marketing to be an effective reminder and reinforcer to consumers, potentially giving rise to not only a relatively direct purchase decision influence (particularly when within close proximity to the point of sale) but also increased brand awareness and recall. Directly related to ambient marketing’s immediacy within consumers’ environments is the capacity for consumer engagement and interaction with the marketing execution. Whereas distant billboards and posters serve no such purpose, ambient marketing executions make use of existing or commonplace objects within the environment that give rise to direct physical engagement. Such engagement can range from passive interaction, such as a zebra crossing placement where consumers cannot help but step upon and walk over the media and the message, to relatively more active interactions where an element of essential consumer functionality is incorporated. Examples of the latter include 3M’s Scotch Brite water fountain, where the sink is replaced by a large sponge to absorb any excess water while consumers drank from the faucet, and Kit Kat’s park bench that is shaped, textured, and coloured to appear as an oversized Kit Kat chocolate bar. Drawing upon these arguable points of differentiation from other out-of-home marketing methods, a definition of ambient marketing can thus be put forth: Alternative out-of-home marketing communications methods which employ non-traditional physical spaces or objects that are not typically designated to carry advertising messages, and which are located within consumers’ immediate external environment. Deleted: Deleted: and Deleted: a Deleted: A Deleted: mbient Formatted ... [9] Deleted: et al…s ... [10] Formatted ... [11] Deleted: to this Formatted: Font: Italic Deleted: …suggested ... [12] Formatted: Font: Italic Deleted: y Deleted: e Formatted ... [13] Deleted: C…are…also ... [14] Formatted: Font: Italic Deleted: as this type of marketing aims to become integrated within consumers’ ongoing routines (Lee Yuen, 2008; PQ Media 2007) Deleted: giving Deleted: , but also influencing purchase decisions, particularly when the advertisement is within close proximity to the point of sale Deleted: ability Deleted: the …to ... [15] Formatted ... [16] Deleted: with ambient advertising…additional … to consumers…functional advertising messages that consumers can physically engage with…This…s…advertisements… simply… walk…over ... [17] Deleted: Deleted: e …,…the advertising message provides an additional function and benefit to consumers…An e…this is…wa ... [18] Deleted: Taking into account the ... [19] Deleted: From this definition, it can be seen that what constitutes ambient marketing is in a state of flux, as proliferated use of a particular medium results in its shift from ambient media to mainstream, traditional out-of-home media. 5 Formatted: Font: Italic Deleted: developed as Formatted: Font: Italic Deleted: a… or ... [20] Furthering the Ambient Marketing Research Agenda In addition to the need for marketing academicians and practitioners alike to embrace a common definition of ambient marketing, it also should be acknowledged that, to date, there has been no substantial literature to determine consumer perceptions of ambient marketing as a practice. Indeed, such a problem may be compounded by the difficulty in measuring the effectiveness of ambient marketing executions. As a result, while ambient marketing is perceived by marketing academicians and practitioners as increasingly effective in reaching consumers as compared to conventional advertising methods, little empirical data exists to support this, demonstrating a considerable need for research into ambient marketing effectiveness and consumer perceptions. Following this, as a creative medium, the behavioural outcomes of exposure to ambient marketing, with respect to its novelty and unexpectedness, could be investigated. Similar to Dahlen’s (2005) work, this research could identify the effects of ambient marketing on consumer attention and attitudes. Further to this, the recall value of ambient marketing can be examined, and how this affects consumer brand choices, or whether this type of creative advertising results in recall for the advertisement but not for the brand, as evidenced in research by Pieters, Warlop and Wedel (2002) and van Meurs and Aristoff (2009). Furthermore, brand recall of ambient marketing can be related to specific variables, such as visibility within the environment based on colour, size or shape; logo placement; or use of advertising copy, as examined by Meehan and Sudbury (2010). The central premises of ambient marketing, such as that of repeated exposures, present future research opportunities. Thus, mere exposure effects, as suggested by Baker et al (1986) and Grimes (2008), of ambient marketing on consumers could then be examined, and possible consumer behaviour outcomes identified, from increased awareness to actual purchase. Additionally, investigations of exposure duration and frequencies could be applied within ambient marketing research, in order to identify the relative valence of each of these variables. Additionally, moderating variables of ambient marketing, such as brand familiarity and product category, can be studied to determine how each of these can affect the effectiveness of an ambient advertisement, and thus influence consumer behaviour. Variables which can be manipulated by advertisers, such as medium and visibility of individual campaigns, could also be analysed to identify effective ambient marketing practices, as well as Shankar and Horton’s (1999) theories of strategic and tactical advertisements based on proximity to the point of sale. Finally, whereas the extent of current research into ambient marketing tends to be limited to the assessment of individual ambient campaigns by marketing periodicals, proposing a concise definition and offering a richer understanding of ambient marketing can lead to more in-depth examinations of the practice as a whole, by both academic researchers and practitioners. As such, this research not only identifies the scope of ambient marketing, but also differentiates ambient marketing from both traditional and non-traditional out-ofhome advertising, thus classifying ambient marketing as a distinct marketing area for both research and practice, rather than the ambiguous and blurry perception that it has had to date. 6 Deleted: Further Considerations for Understanding Deleted: T Deleted: Deleted: , and this Deleted: is Deleted: can be seen to be theoretically more Deleted: W Deleted: is Deleted: this Deleted: The proposed definition Formatted: Justified References Deleted: ¶ ¶ Baker, W., Hutchinson, J., Moore, D. & Nedungadi, P. (1986). Brand familiarity and advertising: effects on the evoked set and brand preference. Advances in Consumer Research, 13(1), 637-642. Belch, G. & Belch, M. (1998). Advertising promotions: an integrated marketing communications perspective (4th ed.). Boston: Irwin McGraw-Hill. Concord(1998). Ambient Media 1998. London: Concord. Deleted: . Concord (2001). Ambient Media 2001. London: Concord. Deleted: . Dahlen, M. (2005). The medium as a contextual cue: effects of creative media choice. Journal of Advertising, 34(3), 89-98. Dahlen, M., Friberg, L. & Nilsson, E. (2009). Long live creative media choice: the medium as a persistent brand cue. Journal of Advertising, 38(2), 121-129. Evans, M., O’Malley, L. & Patterson, M. (1996). Direct marketing communications in the UK: a study of growth, past, present and future. Journal of Marketing Communications, 2, 51-65. Grimes, A. (2008). Towards an integrated model of low attention advertising effects: A perceptual-conceptual framework. European Journal of Marketing, 42(1/2), 69-86. Kaikati, A. & Kaikati, J. (2004). Stealth marketing: how to reach consumers surreptitiously. California Management Review, 46(4), p.6-22. Lee Yuen, M. (2008). Ambient marketing: translating theoretical frameworks into real-world applications. Unpublished dissertation, M.Sc. in Marketing & Strategy: Warwick Business School, University of Warwick. Luxton, S. & Drummond, L. (2000). What is this thing called ‘ambient advertising’? Proceedings of the ANZMAC (Australian & New Zealand Marketing Academy Conference) 2000, Visionary Marketing for the 21st Century: Facing the Challenge. Gold Coast, Australia, p.734-738. Meehan, J. & Sudbury, L. (2010). How many is too many? An application of working memory to advertising copy. Proceedings of the Academy of Marketing Conference 2010, Transformational Marketing. Coventry, UK. PQ Media. (2007). Alternative out-of-home media forecast 2007-2011. Connecticut: PQ Media LLC. Phillips, H. & Bradshaw, R. (1993). How customers actually shop: customer interaction at the point of sale. Journal of the Market Research Society, 35(1), 51-62. 7 Page Break Pieters, R., Warlop, L. & Wedel, M. (2002). Breaking through advertising clutter: benefits of advertisement originality and familiarity for brand attention and memory. Management Science, 48(6), 765-781. Shankar, A. & Horton, B. (1999). Ambient media: advertising’s new media opportunity? International Journal of Advertising, 18(3), 305-321. Stern, A. (1962). The significance of impulse buying today. Journal of Marketing, 26, 59-62. Storch, B. (2008). Ambient advertising – an intrusion of consumers private sphere? Norderstedt: Grin Verlag. Van Meurs, L. & Aristoff, M. (2009). Split-second recognition: what makes outdoor advertising work? Journal of Advertising Research, 49(1), 82-92. 8 Page 2: [1] Deleted Gala&Scott 29/11/2010 23:05:00 Page 2: [2] Deleted Gala&Scott 29/11/2010 23:07:00 Page 2: [3] Deleted msmsgd 28/11/2010 16:13:00 Page 2: [4] Deleted Gala&Scott 29/11/2010 23:07:00 Page 2: [5] Deleted msmsgd 28/11/2010 16:20:00 Page 2: [6] Deleted msmsgd 28/11/2010 16:48:00 Page 2: [7] Deleted msmsgd 28/11/2010 16:55:00 Page 2: [8] Deleted msmsgd 28/11/2010 17:09:00 msmsgd 28/11/2010 18:07:00 msmsgd 28/11/2010 18:07:00 Page 5: [10] Deleted msmsgd 28/11/2010 18:09:00 Page 5: [10] Deleted msmsgd 28/11/2010 18:08:00 Page 5: [11] Formatted msmsgd 28/11/2010 18:08:00 msmsgd 28/11/2010 18:08:00 msmsgd 28/11/2010 18:09:00 Page 5: [12] Deleted msmsgd 28/11/2010 18:11:00 Page 5: [12] Deleted msmsgd 28/11/2010 18:11:00 Page 5: [13] Formatted msmsgd 28/11/2010 18:13:00 msmsgd 28/11/2010 18:13:00 Page 5: [14] Deleted msmsgd 28/11/2010 18:12:00 Page 5: [14] Deleted msmsgd 28/11/2010 18:14:00 Increasingly, academics and practitioners are establishing ambient marketingalso known as alternative out-of-ho as separate and distinct from outdoor advertising, beneath the umbrella of out-of-home marketing. referred to by marketing practitioners as ‘ambient marketing,’ growth, ambient marketing this area of marketing communications attention within the academic arena, and no accepted definition of the practice exists to date. revision of the existing use of the term ‘ambient marketing’, and development of a modern and distinctive definition for this practice. ums, which has resulted in the decreasing effectiveness of traditional advertising Further to this, Page 5: [9] Formatted Font: Italic Page 5: [9] Formatted Font: Italic et al s Font: Italic Page 5: [11] Formatted Font: Italic Page 5: [11] Formatted Font: Italic suggested Font: Italic Page 5: [13] Formatted Font: Italic C are Page 5: [14] Deleted msmsgd 28/11/2010 18:14:00 Page 5: [15] Deleted msmsgd 28/11/2010 18:20:00 Page 5: [15] Deleted msmsgd 28/11/2010 18:20:00 Page 5: [16] Formatted msmsgd 28/11/2010 18:18:00 msmsgd 28/11/2010 18:18:00 Page 5: [17] Deleted msmsgd 28/11/2010 18:20:00 Page 5: [17] Deleted msmsgd 28/11/2010 18:20:00 Page 5: [17] Deleted msmsgd 28/11/2010 18:20:00 Page 5: [17] Deleted msmsgd 28/11/2010 18:21:00 Page 5: [17] Deleted msmsgd 28/11/2010 18:22:00 Page 5: [17] Deleted msmsgd 28/11/2010 18:23:00 Page 5: [17] Deleted msmsgd 28/11/2010 18:19:00 Page 5: [17] Deleted msmsgd 28/11/2010 18:23:00 Page 5: [17] Deleted msmsgd 28/11/2010 18:24:00 Page 5: [17] Deleted msmsgd 28/11/2010 18:24:00 Page 5: [18] Deleted msmsgd 28/11/2010 18:25:00 Page 5: [18] Deleted msmsgd 28/11/2010 18:25:00 Page 5: [18] Deleted msmsgd 28/11/2010 18:26:00 Page 5: [18] Deleted msmsgd 28/11/2010 18:27:00 Page 5: [18] Deleted msmsgd 28/11/2010 18:27:00 Page 5: [18] Deleted msmsgd 28/11/2010 18:27:00 Page 5: [19] Deleted msmsgd 28/11/2010 18:28:00 Page 5: [19] Deleted msmsgd 28/11/2010 18:28:00 also the to Font: Italic Page 5: [16] Formatted Font: Italic with ambient advertising additional to consumers functional advertising messages that consumers can physically engage with This s advertisements simply walk over e , the advertising message provides an additional function and benefit to consumers An e this is wa Taking into account the a Page 5: [20] Deleted msmsgd 28/11/2010 18:32:00 Page 5: [20] Deleted msmsgd 28/11/2010 18:32:00 or