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  • Rosengren, Sara, et al. (author)
  • Creative Media Choice as a Marketing Signal
  • 2012
  • In: Advances in Advertising Research Vol III. - Wiesbaden : Gabler Verlag. - 9783834942913 - 9783834942906 ; 3, s. 343-351
  • Book chapter (other academic/artistic)abstract
    • Over the past decade, the practice of creative media choice, in which nontraditional media are creatively employed to implicitly communicate a target message, has grown rapidly (e.g., Dahlén, 2009; Dahlén et al. 2009a). Most likely, this trend will continue as marketers face ever higher levels of advertising clutter in traditional media, and need to find new ways to stand out (Elliott and Speck, 1998; Rosengren, 2008).
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Type of publication
book chapter (1)
Type of content
other academic/artistic (1)
Author/Editor
Rosengren, Sara (1)
Dahlén, Micael (1)
University
Stockholm School of Economics (1)
Language
English (1)
Research subject (UKÄ/SCB)
Social Sciences (1)
Year
2012 (1)

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