A m bien t a d v e r tisin g - th e c o n te x tu a l in flu en ce

on m essa g e p ercep tio n

A n d reea -Io a n a ROMONI-MANIU
Faculty o f Economics and Business Adm inistration, Babes-Bolyai University,
Cluj-Napoca, R om ania
M onica-M aria ZAHARIE
Faculty o f Economics an d Business A dm inistration, Babes-Bolyai University,
Cluj-Napoca, R om ania

Abstract: Through the present paper, the perspective o f the contextual influence on message perception is
added to the research on ambient advertising. The study employs theoretical support on unconventional
advertising, which helped us to conduct two studies in order to make a comparative analysis (traditional
vs. non-traditional media). The results of the study show that delivering a unique message in an
unexpected place is a key element in todays advertising strategy embraced by companies. However,
ambient advertising has a greater impact on consumersprocessing of the message than consumers
response related to an actual purchase.
Keywords: ambient advertising, ad creativity, non-traditional medium

JEL classification: M37

I n tr o d u c tio n A m b ien t a d v e r tis in g - th e parks etc.) (Jurca et al., 2013).

p e r c e p tio n o f c r e a tiv it y Ambient advertising stems
Advertising still remains a from the word ambience th at
controversial topic among re There is a long tradition on means surrounding (Jurca &
searchers and practitioners. It advertising creativity research. Madlberger, 2013) and creates
has become increasingly diffi Recently, Reinartz & Saffert direct and contextual messages
cult for companies to anticipate (2013: 107) have offered an in by using or altering existing el
changes in consumers percep teresting conceptual shape of ements of the environment in
tions of the ad in attem pting to creativity: Nothing is more a way th a t is not expected and
be creative, exceptional rather efficient than creative adver it, therefore, surprises the ta r
than typical (Baack et al., 2008). tising. Creative advertising is get audience (Jurca, 2012). The
Today, consumers life is as more memorable, longer lasting, surprise could be effective if con
saulted by a lot of advertising works with less media spending, sumers are caught in their most
messages in front of which they and builds a fan community... vulnerable moments (Kaikati &
may become either sceptical faster. Sometimes the concept Kaikati, 2004). In this way, the
about the purpose of advertising of creativity seems to be a promotional message is deliv
or even irritated by advertis m ust, a reality absolutely nec ered easier (Jurca et al., 2013),
ing clutter. No doubt, consum essary for the companies, but it due to the contrasting feelings
ers are more sensitive when it could also be interpreted as a about environmental issues -
comes to the increasing tradi fairy tale of the world of adver wonder, humour or intrigue.
tional media, avoiding exposure tising, a story in which magic Finding the right balance be
to ads and having negative a tti things happen. tween surprise and relevance is
tudes on their content. Last years have shown an ex the secret of a winning strategy
The current paper examines plosion of new, non-traditional (Reyburn, 2010).
the research field of ads from media ranging from aerial ad The development of new ad
the standpoint th at the devel vertising (sky w ritten messages, vertising formats - be it dig
opment of new, unconventional balloons etc.) to graffiti, ambi ital or alternative media, has
advertising formats is highly ef ent advertising (promotional strongly marked the advertising
fective in grabbing consumers messages on streets, airports, market. Digital and alternative
attention and even trust.
R R M - 2/2014
45
media share of total advertising in a non-traditional advertising normally cannot be found in that
and marketing revenues world medium rather than in a tradi particular environment (Barnes,
wide reached 22.9% in 2012, up tional advertising medium. 1999). Consumers engage in
from 13.3% in 2007, according Although originality and rel the medium and this further
to recent reports in this respect. evance are considered the most conveys the message (Maniu &
Moreover, by comparison, tradi important determinants of ad Zaharie, 2013). Moreover, the
tional media share shows a de vertising effectiveness (White context creates imagery and de
crease of 9.4% from 2007 until & Smith, 2001; Koslow, et al., termines awareness of the ad
2012 (PQ Media - Custom Media 2003), being original or rel vertised brand (Dahlen, 2005).
Research, 2013). Based on such evant is not enough - original This context should make the
statistical data, but also on the ity increases sales only in the ad more credible, attractive and
increasing body of research in presence of additional creative trustworthy.
terms of alternative media, the dimensions (Reinartz & Saffert, H4: The use o f an unconven
question still remains as to why 2013). tional advertising placement
is non-traditional media (which will generate higher ad credibil
includes ambient advertising) ity, compared to a traditional
T h e im p a c t o f a d m e d iu m
perceived as being more effec placement o f the ad.
o n a m b ie n t a d v e r tis in g Creative ads should lead to
tive in generating remarkable
e ffe c ts more favourable attitudes be
effects on consumers.
One of the main differences The impact of ambient adver cause these ads are deemed as
between ambient advertising tising and the role of creativity intrinsically appealing to con
and traditional media is the in this respect are still contro sumers (Smith & Yang, 2008).
larger ability to stand out of versial subjects that arouse in According to empirical studies
the clutter and grab the atten tense interest among research to date, using an unconvention
tion of the audience (Jurca & ers. Beside originality, the ele al medium could be especially
Madlberger, 2013). What are ment of surprise related to the efficient in creating positive ad
the tools that make the differ context in which advertisements attitudes and increasing the re
ence possible? Firstly, ambient are placed is the key of effective tention of advertising messages
advertising has to be creative so ness and the priming effect in (Dahlen & Edenis, 2007; Baack
as to produce a kind of effective ambient advertising. Surprising et al., 2008). Thus, a non-tradi
surprise (Haberland & Dacin, consumers, the ambient ad cap tional context should generate
1992). Ad creativity could wear tures their attention through more favourable advertising
different facets, impressing generating a favourable discrep effects - more positive ad atti
through originality and appro ancy between what they see and tudes or even a greater inten
priateness (Koslow et al., 2003; what they expect to see (Hutter tion to buy the promoted brand.
Wang et al., 2013), novelty and & Hoffman, 2011). In this case, H5: The use o f an unconven
message usefulness (Sheinin et attention becomes the consum tional advertising placement
al., 2011). In this context, origi ers first answer to the uncon will generate a more favourable
nality and ad relevance are con ventional medium that deter ad attitude, compared to a tradi
sidered two important dimen mines him to analyse and reflect tional placement o f the ad.
sions of ad creativity. Moreover, over the advertising meaning H6: The use o f an unconven
when the ad is placed in an (Jurca, et al., 2013). Thus, an tional advertising placement
unconventional context, both other hypothesis reflects the will generate more intention to
originality and relevance are idea that ambient advertising buy the brand, compared to a
perceived to be higher and thus, as a non-traditional media can traditional placement o f the ad.
the ad is more creative. Based arouse more attention when it
on the literature, some assump comes to the role of creativity in R e s e a r c h m e th o d
tions can be formulated such as: advertising.
H I: A d originality is per H3: The use o f an unconven The methodology of research
ceived to be higher when the ad tional advertising placement was correlated with the pro
is placed in a non-traditional will generate more attention, posed objectives and hypotheses
advertising m edium rather than compared to a traditional place to be tested in the following part
in a traditional advertising ment o f the ad. of the paper.
medium; Non-traditional ads surprise
H2: A d relevance is perceived consumers by confronting them
to be higher when the ad is placed with visual images, colours that
Andreea-loana Rom oni-M aniu, Monica-M aria Zaharie
46
 S a m p le a n d p r o c e d u r e decorated with colourful images avereged to produce an index
indicating a known brand. A (Cronbachs a = 0.915 for origi
The adopted research m eth second study (101 participants) nality and Cronbachs a = 0.834
od was a self-administrated has followed the same method, for relevance). Attention was
survey based on an online ques but using a traditional scenario measured using 4 items (Table
tionnaire. 262 participants were - a magazine in which one page 1). The averaged index of the
recruited through social net is covered with the same brand responses had a Cronbachs
working web sites, being them advertising. a = 0.843. Three items were used
Romanian young students from
to measure ad attitude (the av
Babes-Bolyai University. A
M e a su r e m e n t to o ls eraged index had a Cronbachs
convenience sample of 161 par
a = 0.834 ) and other 3 items
ticipants has been chosen for
The dimensions of ad cre for ad credibility (a = 0.807).
the case of non-traditional ad
ativity - originality and ad rel Intention was similarly mea
vertising, where respondents
evance were measured using a sured (Table 1) and the items
were asked to imagine th a t they
semantic differential (1-7). The were averaged to produce an in
were walking in the park and
items for each construct were dex (Cronbachs a = 0.839).
the playground for children was

Table 1. M easurem ent tools

V ariab le Item s S cales R eferen ce R e lia b ility

The ad is unexpected/
unanticipated. Kim et al., 2010
Altsech, 1996 ; Mercanti-
The ad is innovative/ new. Guerin, 2008; Kim et al.,
2010
Altsech, 1996; Mercanti-
The ad is different/ distinctive. Guerin, 2008; Kim et al.,
2010
Haberland & Dacin, 1992;
The ad is unique. Altsech, 1996; Smith et al.,
2007; Mercanti-Guerin, 2008;
Kim et al., 2010
Haberland & Dacin, 1992;
The ad is out of the ordinary. Altsech, 1996; Smith et al.,
2007; Mercanti-Guerin, 2008
Altsech, 1996; Mercanti-
The ad is original. Totally disagree / Guerin, 2008; Sheinin et al.,
Originality Totally agree 2011 a=,915
(1-7) Altsech, 1996; Sheinin et al.,
The ad is memorable.
2011
The ad is interesting. Altsech, 1996; Sheinin et al.,
2011
The ad is atypical. Altsech, 1996; Mercanti-
Guerin, 2008
The ad is commonplace (recoded). Altsech, 1996; Mercanti-
Guerin, 2008
Haberland & Dacin, 1992;
The ad is imaginative. Altsech, 1996; Mercanti-
Guerin, 2008
The ad is unusual. Altsech, 1996; Smith et al.,
2007; Mercanti-Guerin, 2008
The ad is ingenious. Haberland & Dacin, 1992
The ad is surprising. Haberland & Dacin, 1992
The ad is exciting. Haberland & Dacin, 1992

R R M - 2 /2 0 1 4
47
 The ad is meaningful to me.
The ad is appropriate to me. Totally disagree /
Relevance Totally agree Smith et al., 2007 a=.834
The ad is useful to me. (1-7)
The ad is valuable to me.
The ad demanded my attention.
I examined the ad very carefully.
Totally disagree /
Attention I tried to carefully evaluate the Totally agree Smith et al., 2007 a=.843
brand provided in the ad. (1-7)
I spent considerable time
analysing the ads message.
BadJ Good (1-7)
Unfavourable/
The ad painted on the playground Favourable (1-7) MacKenzie & Lutz, 1989, a=.834
Attitude citat n Dahlen, 2007
for children is... Unpleasant/
Pleasant
(1-7)
Unconvincing/
Convincing
(1-7)
The ad painted on the playground Unbelievable/ MacKenzie & Lutz (1989), a=.807
Credibility Believable citat n Dahlen, 2007
for children is...
(1-7)
Unbiased/ Biased
(1-7)
It is possible to buy the promoted
brand.
Totally disagree /
Intention to If I have the opportunity, I Smith et al., 2007 a=.839
Totally agree
buy probably buy the promoted brand.
(1-7)
I will certainly buy the promoted
brand.
Source: table created by the authors

R esu lts fixed factor. The purpose of th e by th e context in which th e ad

cu rren t study was to te st th e in is placed. Moreover, th e im por
H aving established th e valid fluence of th e m edium in which tance of a well-known brand
ity and the reliability of the con the ad is placed over ad creativ m ight have a stronger influence
structs, the next step is to te st ity, attention, credibility, a tti on consum ers intention to buy
the proposed hypotheses. To do tude and intention. The results th is b rand th a n th e b ran d s ex
this, we compare th e resu lts for showed th a t th e m edium had posure itself.
traditional and non-traditional a significant effect on four out Employing P allan ts (2010)
m edium s, having in m ind the of th e six dependent variables procedure, we tested th e influ
significance of th e differences (F (6,255) = 15,318, W ilks k = ence of th e context in which
betw een these two contexts. 0.735, p < 0.001). the ad is placed. The m edium
In order to te st m edium im h as the strongest influence on
Com parative analysis pact on each dependent variable attention. Testing H3 (Table
- trad ition al/ non- separately (Table 2), we have 2), we compared th e m ean val
found th a t although th e differ ues for attention using a non-
trad ition al ad vertisin g
ences between th e two groups traditional m edia (M = 4.4554)
The analyses started by (traditional/ non-traditional m e and then, the trad itio n al m edia
sim ultaneously running dia) are not too large, they are th a t received a significantly
MANOVAs (m ultivariate analy all significant, except th e case lower score (M = 3.2106). The
sis of variance) on all dependent of ad relevance and intention results suggest th a t consum ers
variables (originality, ad rel to buy the promoted brand. An paid more attention to th e u n
evance, attention, ad credibility, explanation of these resu lts m ay conventional m edium in which
ad attitu d es and intention). The be th e fact th a t ad relevance is th e ad is placed. Moreover, a
m edium was considered to be a not necessary to be determ ined non-traditional ad is perceived

Andreea-loana Romoni-Maniu, Monica-Maria Zaharie

48
to be more original (HI is con (M = 5.5837), compared to a the mean scores of intention be
firmed), but not necessarily traditional placement of the ad tween traditional and non-tradi-
more relevant (H2 is not con (M = 5.1373). Based on these tional contexts were not signifi
firmed). Furthermore, the use findings, a mean comparison cant. Table 2 reveals th at the
of an unconventional advertis t-test for ad credibility also exposure medium of an ad does
ing placement will generate a supported the hypothesis H4 not influence consumers inten
more favourable ad attitude (Table 2). The differences in tion to buy the brand.

Table 2. T raditional/ non-traditional advertising

M ean values
V ariab le M ean
C on ven tion al U n co n v en tio n a l o2 t
difference
m ed ia m ed ia

O riginality 3.8400 4.6399 0.800*** 0.116 5.842'***

Relevance 4.3181 4.5640 0.246 ns 0.009 1.506 ns
A ttention 3.2106 4.4554 1.245*** 0.181 7.568***
Credibility 4.7411 5.3216 0.581*** 0.050 3.711***
A ttitude 5.1373 5.5837 0.447** 0.029 2.800**
Intention 4.5985 4.6080 0.010 ns 0.000 0.050 ns
N otes: p < 0,05*; p < 0,01**; p < 0,001***; ns = not significant
F (6,255) = 15,318, Wilks X = 0.735, p < 0.001
Source: table created by the authors

C o n c lu s io n s a n d message in an unexpected place L im ita tio n s a n d

D is c u s s io n s (Reyburn, 2010) could be the s u g g e s tio n s fo r fu tu r e
key element in todays adver research
Advertising creativity is an tising strategy of companies.
im portant element in the pro Thus, ad originality is highly A sample of students could
cess of communication to con effective in non-traditional con be considered inconvenient for
sumers, helping the message to texts comparing to traditional generalizing the results. In or
break through clutter and leav ones. Moreover, consumers pay der to break this barrier of rep
ing a lasting impression in the more attention to the ad when it resentativeness, we suggest for
consumers mind (Lehnert et al., is placed in an unconventional consideration a larger sample
2013). Having the ability to find medium and the attitude and th at may capture a better image
unusual and non-obvious solu credibility toward advertising of the effectiveness of ambient
tions to a problem (Reinartz & are more favourable. However, advertising.
Saffert, 2013), companies might the intention to buy the pro Another limitation could be
have the opportunity to move moted brand is not influenced related to the brand th a t was
away from the commonplace by the exposure medium of the considered for this research. On
and the traditional routine that ad. Therefore, we may conclude the one hand, it is a well-known
classical ads are giving to con th at consumers response to am brand and this fact could influ
sumers. Creative or not, tradi bient media is an effective one ence the consumers perception
tional advertising has become in terms of increasing attention, and on the other hand, the study
too familiar and truly annoying brand recall, positive attitudes used ju st one ad for each medi
to consumers (Maniu & Zaharie, or a higher credibility of both ad um - traditional and non-tradi
2013). and the brand, but not necessar tional. In this context, the per
The results of the current ily in terms of the intention of spective of other brands could be
paper show th a t a creative me buying. The main point here is considered for future research.
dia choice using an ambient ad th at ambient advertising has a
vertising as an unconventional more im portant impact on con
method to send a message has sumers process of the message
a positive impact on consumers than consumers response relat
response. To deliver a unique ed to an actual purchase.

R R M - 2/2014
49
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