 THE FORMS OF UNCONVENTIONAL ADVERTISING – A THEORETICAL APPROACHMaria Alina Jurca
Management and Marketing Journal, 2010, vol. VIII, issue 2, 323-333 Abstract: The large number of advertisements that the consumers are bombarded with every day has made them virtually immune to commercial messages. This is why advertisers are trying to find new, alternative ways to reach the customers, which are comprised by economic literature in the concept of unconventional advertising. Based on a thorough documentary research, this study identifies the existing forms of unconventional advertising by presenting them in the order of their frequency of use and it tries to group the ones with similar characteristics into somewhat larger categories. A better understanding and knowledge of these new forms of advertising can provide marketing and advertising specialists with new strategies to convey the brand message that can grab the attention of any prospect customer. Keywords: advertising; unconventional advertising; unconventional media; ambient advertising; stealth marketing (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:aio:manmar:v:viii:y:2010:i:2:p:323-333 Access Statistics for this article Management and Marketing Journal is currently edited by Tudor Nistorescu More articles in Management and Marketing Journal from University of Craiova, Faculty of Economics and Business Administration Contact information at EDIRC. |
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