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California Management Review
California Management Review is a premier academic management journal published at UC Berkeley
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Article Information
Ambient Communication: How to Engage Consumers in Urban Touch-Points
Gambetti, Rossella C.
52
/
3
(
Spring
2010
):
34
-
51
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.