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...