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Assignment on:

Ambient Marketing

Submitted To:
Sir Hamid Najmi
Consumer Behaviour

Submitted By:
Syeda Rida Batool

MB-14-03

MBA (4th SEMESTER)


Date 08-03-2016

Institute of Management Sciences

INSTITUTE OF MANAGEMENT SCIENCES


BAHAUDDIN ZAKARIYA UNIVERSITY MULTAN

Ambient Marketing
Ambient marketing is an unusual system of promotions that depends on time, energy and
creative ability rather than a big marketing budget. Commonly, ambient marketing strategies are
unforeseen and unpredictable; customers are focused in startling spots, which can make the
thought that is being showcased important, produce buzz, and even spread virally.
The term was characterized by Jay Conrad Levinson in his 1984 book Guerrilla Marketing.
Ambient marketing includes strange methodologies, for example, block experiences out in the
open spots, road giveaways of items, pro stunts, any unusual showcasing planned to get most
extreme results from negligible assets. More imaginative ways to deal with ambient advertising
now use bleeding edge versatile advanced innovations to truly draw in the consumer and make a
significant brand experience.
Ambient marketing being as an activity of business of making brand acknowledgment without
fundamentally pushing its item (Delana, 2008). The campaign is all the time completed by
finding a thing that can be obviously associated with the business and by imparting the thing
rather than the business itself. Ambient marketing is about putting advertisements on bizarre
things or in unordinary places you wouldn't ordinarily see a promotion. An ambient marketing
doesn't need to be set outside. Ambient marketing can be discovered anyplace and all over the
place! The way to a fruitful surrounding media campaign is to pick the best media position
accessible and consolidated with compelling message. These sorts of promotions regularly make
somebody consider a specific place or thing in an unexpected way. A typical pattern we see in
surrounding publicizing is taking an item and making it in bigger or littler scale. When we see
something is either unusually substantial or little, we can't resist the urge to stop and look. It's an
extraordinary approach to raise interest and get the individual to come and examine. So that is
ambient marketing. It can be stunning, astounding or entertaining! It can be discovered anyplace
and all over. It's about making another mindset.
Some of the examples of ambient marketing are as follows:

INSTITUTE OF MANAGEMENT SCIENCES


BAHAUDDIN ZAKARIYA UNIVERSITY MULTAN

Mountain Dew Skate Board OOH in Karachi & Lahore,


Pakistan

Fruitien OOH Campaign at Motorway Service Area


Lahore - Islamabad Pakistan

Coca-Cola, Jashn e Baharan celebrations at Noor Jahan Road, Liberty, Lahore

Activities performed to prevent drone attacks

Life-size stickers of people were stuck on automatic sliding doors at a mall in Mumbai, India.
When someone approaches the doors move apart and it feels like the people on the door are
INSTITUTE OF MANAGEMENT SCIENCES
BAHAUDDIN ZAKARIYA UNIVERSITY MULTAN

moving away. The person enters to find the message People Move Away When You Have Body
Odour.

A sticker has been placed on the high voltage box depicting that Duracells batteries were used.
Cool advertisement found in Malaysia.

An ambient exercise to promote Eatalica burgers. A Caution Wet Floor board was placed near
an Eatalica burger signboard. The copy on the board reads Oogling at the burger may
involuntarily cause drooling which may in turn lead to a wet floor. Issued for your safety by the
management of Eatalica restaurant. Eatalica is an American-Italian Food Joint in Chennai, India.

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INSTITUTE OF MANAGEMENT SCIENCES


BAHAUDDIN ZAKARIYA UNIVERSITY MULTAN

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