THE FORMS OF UNCONVENTIONAL ADVERTISING – A THEORETICAL APPROACH
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 unconvention...
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| Format: | Article |
| Language: | English |
| Published: |
Universitaria Press Craiova
2010-01-01
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| Series: | Management & Marketing |
| Subjects: | |
| Online Access: | http://www.mnmk.ro/documents/2010ed2/15_Alina%20Jurca%20FFF.pdf |
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| _version_ | 1850274184183152640 |
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| author | Maria Alina JURCA |
| author_facet | Maria Alina JURCA |
| author_sort | Maria Alina JURCA |
| collection | DOAJ |
| description | 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. |
| format | Article |
| id | doaj-art-df2b696ed2ea40c186efefce55897e64 |
| institution | OA Journals |
| issn | 1841-2416 |
| language | English |
| publishDate | 2010-01-01 |
| publisher | Universitaria Press Craiova |
| record_format | Article |
| series | Management & Marketing |
| spelling | doaj-art-df2b696ed2ea40c186efefce55897e642025-08-20T01:51:12ZengUniversitaria Press CraiovaManagement & Marketing1841-24162010-01-01VIII2323333THE FORMS OF UNCONVENTIONAL ADVERTISING – A THEORETICAL APPROACHMaria Alina JURCAThe 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.http://www.mnmk.ro/documents/2010ed2/15_Alina%20Jurca%20FFF.pdfadvertisingunconventional advertisingunconventional mediaambient advertisingstealth marketing |
| spellingShingle | Maria Alina JURCA THE FORMS OF UNCONVENTIONAL ADVERTISING – A THEORETICAL APPROACH Management & Marketing advertising unconventional advertising unconventional media ambient advertising stealth marketing |
| title | THE FORMS OF UNCONVENTIONAL ADVERTISING – A THEORETICAL APPROACH |
| title_full | THE FORMS OF UNCONVENTIONAL ADVERTISING – A THEORETICAL APPROACH |
| title_fullStr | THE FORMS OF UNCONVENTIONAL ADVERTISING – A THEORETICAL APPROACH |
| title_full_unstemmed | THE FORMS OF UNCONVENTIONAL ADVERTISING – A THEORETICAL APPROACH |
| title_short | THE FORMS OF UNCONVENTIONAL ADVERTISING – A THEORETICAL APPROACH |
| title_sort | forms of unconventional advertising a theoretical approach |
| topic | advertising unconventional advertising unconventional media ambient advertising stealth marketing |
| url | http://www.mnmk.ro/documents/2010ed2/15_Alina%20Jurca%20FFF.pdf |
| work_keys_str_mv | AT mariaalinajurca theformsofunconventionaladvertisingatheoreticalapproach AT mariaalinajurca formsofunconventionaladvertisingatheoreticalapproach |