Unusual Location and Unexpected Execution in Advertising: Content Analysis and Test of Effectiveness in Ambient Advertisements

Katharina Hutter

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Keywords: Ambient advertising; guerrilla marketing; surprise; advertising effectiveness; execution; location (search for similar items in EconPapers)
JEL-codes: M37 (search for similar items in EconPapers)
Date: 2014-06-03
New Economics Papers: this item is included in nep-mkt
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Persistent link: https://EconPapers.repec.org/RePEc:zbw:esprep:97306

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