Ambient Media Influence on Customers and Their Efficiency

Abstract

Ambient media is a new area of marketing which use creativity to put advertisement on the original places to get attention in the world overwhelmed by advertising. The purpose of this study is to examine efficiency of ambient media on customers in comparison with traditional forms of printed promotion. Specifically, the paper aims to observe different impact of ambient media on men and women and determine how each gender reacts. Further the emotional impact of ambient media will be subjected to analysis, meaning if humour or insult, have impact on customers purchasing behaviour. To conduct the research, university students were chosen as a sample. A questionnaire survey was combined with presentation showing images of ambient media. The participants then expressed if the advertisement evoke them any emotions and if they were rather entertained or insulted. The results showed that the ambient media are considerably more efficient in comparison with traditional form of printed advertisement. In some case the efficiency was even four times higher in comparison with printed promotion. The findings indicated no significant differences in reaction to ambient media among genders, thus the ambient media can be used on men as well as on women. In regards with emotion impact of ambient media, the study discovered that it is a side effect which has almost no impact on customers purchasing behaviour. To summarise the ambient media are progressive way of products promotion.