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Advances in Advertising Research (Vol. VI) pp 309–323Cite as

The Underlying Processes of Creative Media Advertising

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Part of the book series: European Advertising Academy ((EAA))

Abstract

Consumers are exposed to a large volume of advertising messages on a daily basis. This excess of commercial messages is called advertising clutter. Marketers are searching for new innovative advertising strategies to break through this clutter and creative media advertising is considered as one of them. Whereas traditional media advertising uses traditional media vehicles (such as TV, newspapers, social network sites, and so on), creative media ads display promoted messages on media vehicles that (1) are not previously used for advertising and (2) have an associative overlap with the promoted brand (Dahlén, 2005).

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Author information

Authors and Affiliations

  1. University of Amsterdam, Amsterdam, The Netherlands

    Ms Fabiënne Rauwers & Dr. Guda van Noort

Authors
  1. Ms Fabiënne Rauwers
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  2. Dr. Guda van Noort
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Corresponding author

Correspondence to Fabiënne Rauwers .

Editor information

Editors and Affiliations

  1. Department of Marketing, Vrije Universiteit, Amsterdam, The Netherlands

    Peeter Verlegh

  2. ASCoR, University of Amsterdam, Amsterdam, The Netherlands

    Hilde Voorveld

  3. Lehrstuhl für BWL, insb. Internationales Marketing, Europa-Universität Viadrina, Frankfurt (Oder), Germany

    Martin Eisend

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© 2016 Springer Fachmedien Wiesbaden

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Rauwers, F., van Noort, G. (2016). The Underlying Processes of Creative Media Advertising. In: Verlegh, P., Voorveld, H., Eisend, M. (eds) Advances in Advertising Research (Vol. VI). European Advertising Academy. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-10558-7_24

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