Summary
Handbills are paper advertisements that are distributed by hand to pedestrians. What roles do the credibility of the distributor and the credibility of the handbill have in the probability that a handbill offered will be accepted? Street intercept interviews with 223 pedestrians in Hong Kong showed that distributor credibility positively predicted handbill acceptance, but the credibility of the handbill itself mediated this relationship. Environmental concerns moderated the relationship between handbill credibility and handbill acceptance. The findings are discussed in terms of their implications for advertisers, and a platform is sketched for future researchers to build on.

Summary
This report introduces Atlas, a model that accurately describes shopper behavior across a series of supermarkets in terms of traffic across the store, share of shopping at various locations, resulting purchases, and the amount of time shoppers invest in these activities. The value of the tool to measure the in-store “audience” for advertisers is assessed as is its utility for allowing store management to evaluate a wide range of “what if” movements of categories to alternate locations, with alternate display sizes. This report focuses on center-of-store aisles but points the way to deployment for the full store, including end-caps and perimeter displays.

Summary
To date, more than 19 million people have died from AIDS and nearly 40 million are HIV positive. Behaviour change communication campaigns have been implemented, with varying degrees of success, to initiate and sustain proactive behaviour among target groups at risk of HIV. The efficacy of these campaigns may be enhanced by focusing on behavioural determinants including recipient knowledge and attitudes about HIV/AIDS, as well as perceptions of personal risk. This study therefore examines a pilot programme designed to assess the utility of using ambient media to influence young adults' intentions to engage in proactive HIV/AIDS prevention strategies. Ambient media, in the form of washroom posters, were used in high-risk settings such as Indonesian bars and cafés. Results indicated individuals exposed to the ambient washroom poster were more likely to report AIDS messages had strongly influenced them to change their lifestyle in order to minimise infection risk and to use condoms as a means of reducing their infection risk. A comparison of 'high risk' intervention and control cases revealed those exposed to the washroom poster were more likely to acknowledge they were at personal risk of AIDS. Future research needs to examine the degree to which reflective mirrors embedded in posters enhance message personalisation. A number of other findings are important to note. Knowledge of transmission vectors appeared variable, with some modes being better understood than others.

Summary
This paper details a total of 14 months of research, which covered 25 cities, five continents, 200 interviews with experts in marketing, media and research, and 600 interviews with consumers on the street. The aim was to observe ambient media campaigns and consumers’ reaction(s) to advertising; search for measurable techniques that agencies and clients use today; find answers to the question of how much is ambient media really worth?; and discover how experts see ambient media’s future and what role technology will play in its’ development. The paper portrays primary results of the analysis, and reveals strong opinions and genuine thoughts of those who create, receive, judge and pay for advertising in today’s world. It is all about paving a way to the not fully known future of advertising.

Summary
This paper outlines a new approach to investigating and understanding the impact of word-of-mouth on purchases. The methodology has confirmed the power of word-of-mouth but more importantly has identified how this influence travels between people and why, resulting in a segmentation of Influencers.

Summary
Studies over the years have attempted to document the relationship between consumers and ambient media. An array of research methods has been brought to the task: from focus groups to questions in syndicated studies to primary research in 'eyes-on' laboratory situations. Results generally indicate that ambient media in all the various forms deliver on the promise of audiences. However, systematic and comparable measures have been elusive. Until the research methods have been formally established, there are a number of valuable sources of information that can be taken into account to build into prototype or proxy audience estimates for various types of ambient media. This paper focuses on what is known and available now that can be used to 'estimate the size of audiences' for various types of traditional and non-traditional out of home or ambient media vehicles. The objective of this discussion is to illustrate methods of estimating audiences across ambient communication channels and sources of data, and placing value on proxy measures and integrating them into a media investment analysis.

Summary
Ambient media have attracted considerable attention in the UK marketing and advertising trade press. This paper aims to introduce these 'non-traditional out of home' media to a wider audience, provides a basic description of the various types of ambient media and attempts to categorise ambient media to aid the academic development of this new area. Factors encouraging the growth in the ambient media sector are discussed and a theoretical argument is offered that examines why ambient media can 'work'. Research evidence and a short case study are also presented as examples of ambient media in action.

Summary
This study examines the extent to which product-placement type and exposure time explain the rate at which viewers recognise brand names affiliated with product placements in films. The results support the industry practice of classifying product placements into creative and on-set, since placement type has a significant impact on viewer recognition, even when the measure of viewer recognition is adjusted for the effects of false recognition. The effect of exposure time attained by product placement on viewer recognition is moderated by product-placement type. The theoretical and practical implications of these results are discussed.