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ADVERTISING

The activity of attracting public attention to a product or business, as by paid announcements in the print, broadcast, or electronic media.

AMBIENT ADVERTISING
Also known as Outdoor Advertising Innovative Advertisement that communicates the simple message in a most expressive way. Pervasive Communication for the urban areas Smart Placements of media

Ambient Advertising
Ambient advertising is the placement of advertising in unusual & unexpected places often with unconventional methods Instead of using outdoor billboards, print and television ads, agencies started to place ads on unusual items or unusual places.

Why Ambient Advertising

Consumers are staying out of their homes. Less time to spare for newspapers, televisions and magazines. People process images much

Advantages

Visibility Frequency Creative Effectiveness Element of Surprise Easy to Recall

Disadvantages

High Cost Small Coverage Difficult to Evaluate the Target Audience Limited Message Wear out

Ambient Advertising Scenario InIN TOTAL India GROWTH RATE

Ambient Advertising Market It involves 8-10% of the total advertising expenditure In India
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Ambient Advertising Forms


Posters In Store Advertising Sports Stadium/Arena Transit Airport Advertising Mall Advertising Air balloons/Skywriting Washrooms Petrol/Gas Pumps Laser Projecting

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Guidelines

All premises within the City displaying outdoor advertising will require annual licensing. Ads inside buildings will not require approval or licensing. Change of message will not require approval. In single property/business premises a single license will be required regardless of the number of advertising

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Conclusion
With the media explosion all around and increasing competition, media-planners are looking at the possibilities of Outdoor Advertising these days. Escalating prices of the television and print media, along with market fragmentation. Changing customer lifestyles and growing clutter have all generated the need for advertising on a medium, which is untapped and can innovatively