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....