Please use this identifier to cite or link to this item: http://hdl.handle.net/10419/97306
Title: 

Unusual Location and Unexpected Execution in Advertising: Content Analysis and Test of Effectiveness in Ambient Advertisements

Authors: 
Hutter, Katharina
Year of Publication: 
3-Jun-2014
Subjects: 
Ambient advertising
guerrilla marketing
surprise
advertising effectiveness
execution
location
JEL: 
M37
Document Type: 
Preprint

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