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Creative Media Choice as a Marketing Signal
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- Rosengren, Sara (author)
- Stockholm School of Economics,Handelshögskolan i Stockholm
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- Dahlén, Micael (author)
- Stockholm School of Economics,Handelshögskolan i Stockholm
- (creator_code:org_t)
- Wiesbaden : Gabler Verlag, 2012
- 2012
- English.
- In: Advances in Advertising Research Vol III. - Wiesbaden : Gabler Verlag. - 9783834942913 - 9783834942906 ; 3, s. 343-351
- Book chapter (other academic/artistic)
Abstract
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- 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).
Subject headings
- SAMHÄLLSVETENSKAP -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)
- SOCIAL SCIENCES -- Economics and Business -- Business Administration (hsv//eng)
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