Are so-called ambient media just stunts?

This paper discusses the differences and relationship between media stunts (essentially one-off actions to make people sit up and take notice) and what is known as 'ambient' or 'alternative' media (the execution of creative media ideas over longer periods, in and on unconventional media like petrol pumps, shopping trolleys, receipts etc).

Are so-called ambient media just stunts?

Andrew GreenZenithOptimedia

BACKGROUND

When Richard Branson launched his Virgin Cola brand in the US, he drove a Second World War tank through Times Square in New York. At the Virgin Brides wedding service launch...