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Introduction

Ambient advertising, also known as experiential marketing, guerrilla marketing or unconventional advertising, has gained popularity in recent years as a creative and engaging way for brands to connect with consumers. This form of advertising involves placing advertisements in non-traditional locations or using unconventional methods to attract the attention of target audiences. Ambient advertising has been found to be an effective tool for creating brand awareness and influencing consumer behavior.

Background of study

The use of ambient advertising has been on the rise as brands seek new and innovative ways to cut through the clutter of traditional advertising. With the proliferation of digital media and the decline of traditional advertising channels, marketers are turning to ambient advertising as a way to engage with consumers in a meaningful and memorable way.

Problem Statement

Despite the growing popularity of ambient advertising, there is a lack of research exploring its effectiveness in creating brand awareness. This study seeks to fill this gap by examining the role of ambient advertising in creating brand awareness and its impact on consumer behavior.

Objective of study

The main objective of this study is to investigate the role of ambient advertising in creating brand awareness. Specifically, the study aims to:

1. Examine the effectiveness of ambient advertising in capturing consumers’ attention.
2. Assess the impact of ambient advertising on brand recall and recognition.
3. Investigate the influence of ambient advertising on consumer attitudes and purchase intentions.

Limitation of study

This study is limited by the availability of resources and access to data. Additionally, the study only focuses on the role of ambient advertising in creating brand awareness and does not explore other aspects of marketing communication.

Scope of study

This study will focus on ambient advertising campaigns in various industries and regions to provide a comprehensive understanding of its effectiveness in creating brand awareness.

Significance of study

This study is significant as it contributes to the body of knowledge on ambient advertising and its impact on brand awareness. The findings of this study will provide valuable insights for marketers and advertisers looking to leverage ambient advertising as part of their communication strategy.

Structure of the Thesis

This thesis is structured as follows:

Chapter 1: Introduction
1.1 Introduction
1.2 Background of study
1.3 Problem Statement
1.4 Objective of study
1.5 Limitation of study
1.6 Scope of study
1.7 Significance of study
1.8 Structure of the Thesis
1.9 Definition of Terms

Chapter 2: Literature Review
2.1 History and evolution of ambient advertising
2.2 Theoretical frameworks in ambient advertising
2.3 Impact of ambient advertising on brand awareness
2.4 Consumer perception of ambient advertising
2.5 Role of creativity in ambient advertising
2.6 Effectiveness of ambient advertising in different industries
2.7 Ethical considerations in ambient advertising
2.8 Challenges and future trends in ambient advertising
2.9 Summary of literature review

Chapter 3: Research Methodology
3.1 Research design
3.2 Data collection methods
3.3 Sampling technique
3.4 Data analysis techniques
3.5 Research limitations
3.6 Ethical considerations
3.7 Validity and reliability
3.8 Summary of research methodology

Chapter 4: Discussion of Findings
4.1 Analysis of data
4.2 Discussion of results
4.3 Comparison of findings with literature
4.4 Implications for marketers and advertisers
4.5 Recommendations for future research
4.6 Summary of findings

Chapter 5: Conclusion and Summary
5.1 Summary of key findings
5.2 Contributions to theory and practice
5.3 Limitations of the study
5.4 Recommendations for practitioners
5.5 Suggestions for further research
5.6 Conclusion

Thesis Overview

The Role of Ambient Advertising in Creating Brand Awareness

Ambient advertising, also known as experiential marketing or guerrilla marketing, has emerged as a creative and engaging way for brands to connect with consumers. This thesis explores the role of ambient advertising in creating brand awareness and its impact on consumer behavior.

Chapter 1 provides an introduction to the study, outlining the background, problem statement, objectives, scope, significance, and structure of the thesis. Chapter 2 presents a comprehensive review of the literature on ambient advertising, covering its history, theoretical frameworks, impact on brand awareness, consumer perception, creativity, effectiveness in different industries, ethical considerations, challenges, and future trends.

Chapter 3 details the research methodology used in the study, including research design, data collection methods, sampling technique, data analysis, limitations, ethical considerations, and validity and reliability. Chapter 4 presents a discussion of the findings, including an analysis of data, discussion of results, comparison with the literature, implications for marketers, recommendations for future research, and a summary of findings.

Chapter 5 concludes the thesis with a summary of key findings, contributions to theory and practice, limitations of the study, recommendations for practitioners, suggestions for further research, and a conclusion. This thesis aims to provide valuable insights for marketers and advertisers looking to leverage ambient advertising as part of their communication strategy to create brand awareness and influence consumer behavior.

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