Ambient Communication: How to Engage Consumers in Urban Touch-Points

by Rossella Gambetti



This article examines the concept of ambient communication, its evolution, basic categories, and experiential marketing principles. It explores the variety of heterogeneous out-of-home communication tools, whose diversity and innovativeness have so far resulted in a lack of clear understanding and a failure to exploit their full marketing potential. By taking the urban landscape as the core feature of all conventional and unconventional outdoor communication tools, marketers can develop a comprehensive approach to improving ambient communication’s effectiveness by focusing on its impact on consumer brand engagement.

California Management Review

Berkeley-Haas's Premier Management Journal

Published at Berkeley Haas for more than sixty years, California Management Review seeks to share knowledge that challenges convention and shows a better way of doing business.

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