Cows in jackets - can ambient media fight the effect of mass media fragmentation?

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.

Cows in jackets – can ambient media fight the effect of mass media fragmentation?

Daniela O. KrautsackMagic Moments, the creative unit of MediaCom, Austria

Thomas AustDirector of Photography, Austria

PREFACE

This paper addresses the opinion and the mood of consumers towards their usage of traditional and non-traditional / 'ambient' media in 20 cities worldwide. Capturing the enthusiasm and frustration about 'good' and 'bad' advertising and the attitude about 'new' and 'odd' places where advertising is found these days builds the basis of this consumer research which was carried out via interviews of randomly selected people on the street....

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