The underlying processes of creative media advertising

Open Access
Authors
Publication date 2016
Host editors
  • P. Verlegh
  • H. Voorveld
  • M. Eisend
Book title Advances in Advertising Research (Vol. VI)
Book subtitle The Digital, the Classic, the Subtle, and the Alternative
ISBN
  • 9783658105570
ISBN (electronic)
  • 9783658105587
Series European Advertising Academy
Event ICORIA 2014: EAA's 13th International Conference on Research in Advertising: Amsterdam, the Netherlands: June 26 - 28, 2014
Pages (from-to) 309-323
Publisher Wiesbaden: Springer Gabler
Organisations
  • Faculty of Social and Behavioural Sciences (FMG) - Amsterdam School of Communication Research (ASCoR)
Abstract
Consumers are exposed to a large volume of advertising messages on a daily basis. This excess of commercial messages is called advertising clutter. Marketers are searching for new innovative advertising strategies to break through this clutter and creative media advertising is considered as one of them. Whereas traditional media advertising uses traditional media vehicles (such as TV, newspapers, social network sites, and so on), creative media ads display promoted messages on media vehicles that (1) are not previously used for advertising and (2) have an associative overlap with the promoted brand (Dahlén, 2005).
Document type Conference contribution
Language English
Published at https://doi.org/10.1007/978-3-658-10558-7_24
Downloads
488436 (Final published version)
Permalink to this page
Back