Abstract
Ambient media are still perceived as an extremely efficient communication tool, mostly within social communication within specified types of commercial communication. It is possible to describe ambient media as non-standard, unusual and not very frequent medium, which is not used very often in the system of marketing communication. In the theoretical frame only general qualities and characteristics of ambient media are published, which define the qualities of these media and at the same time the categorization in the marketing communication tools, which can be considered as current, such as viral marketing, guerilla marketing, etc. However, these statements are too general and they do not focus on the nature of ambient media. This article has the aim to help conceptualize ambient media and define clear grounding and categorization of ambient media, where the base for categorization are common features of already published installations of ambient media. It is possible to use the final categorization in practice, where on its bases it is possible to identify specific category and subsequently create ambient medium according to the requirements of the advertiser of the communication claim. Considering the qualities of ambient media, this categorization is globally applicable.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Cook R, Wooglar T (1996) Ambient media: what is ambient media. Campaign, Haymarket Media Group, London. https://www.campaignlive.co.uk/article/ambient-media-ambient-media/51034. Accessed 11 Oct 1996
Krautsack D, Aust T (2006) Cows in jackets: can ambient media fight the effect of mass media fragmentation? In: Worldwide multimedia measurement, p 9. https://issuu.com/cowsinjackets/docs/ambient_media_dkrautsack
Patalas T (2009) Guerillový marketing: jak s malým rozpočtem dosáhnout velkého úspěchu. Grada, Praha, Marketing (Grada), 191 p. ISBN 978-80-247-2484-3
Levinson JC (2007) Guerilla marketing: Nejúčinnější a finančně nenáročný marketing. Computer Press, Brno, 326 p. ISBN 978–80–251-2472-7
Lugmayr A (2012) Connecting the real world with the digital overlay with smart ambient media—applying Peirce’s categories in the context of ambient media. Multimed Tools Appl 58(2):385–398. https://doi.org/10.1007/s11042-010-0671-3
Horton B, Shankar A (1999) Ambient media: advertising’s new media opportunity? Int J Advert 1999(3):18
Keswani R, Ghatawar M (2010) Ambient advertising: how long will it survive? Ambient advertising – report 2010, p. 15. http://www.scribd.com/doc/26980152/Ambient-Advertising-Report
Ambientising. https://youtube.com/channel/UCwbruY1w_3apQpiYQ8zyZNg/feed
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2019 Springer Nature Switzerland AG
About this paper
Cite this paper
Šula, T. (2019). Categorization of Ambient Media Based on Identification of Common Signs of Selected Installations. In: Kavoura, A., Kefallonitis, E., Giovanis, A. (eds) Strategic Innovative Marketing and Tourism. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-030-12453-3_47
Download citation
DOI: https://doi.org/10.1007/978-3-030-12453-3_47
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-030-12452-6
Online ISBN: 978-3-030-12453-3
eBook Packages: Business and ManagementBusiness and Management (R0)