Stopping for gas yesterday - I noticed a new gadget on the pump. No idea what it was but continued on getting through that "enter your zip code - would you like a car wash - do you need a receipt" thing before I could actually get gas! Soon as I started the pump - suddenly, a slew of commercials with voices and music starts coming out of this box - everything from a lender talking about their rates to buying soda inside the store.
My first thought - commercials and advertising are everywhere!
My second, does it have a mute button?! It did - I pressed it! And kept thinking. Thinking about all the ways the general public is seemingly inundated with commercials and advertisements about practically everything.
So this particular form of advertising is called Ambient Advertising. According to Bob Garfield, columnist for Advertising Age:
"Ambient advertising refers to intrusive ads in public places. With the cost of traditional media advertising skyrocketing and a glut of ads fighting for consumers' attention, marketers are aggressively seeking out new advertising vehicles. Cars, bicycles, taxis and buses have become moving commercials. Ambient ads appear on store floors, at gas pumps, in washrooms stalls, on elevator walls, park benches, telephones, fruit and even pressed into the sand on beaches."
Some say this new trend just pollutes the environment and will get backlash from the public. Others say no - it's just creative advertising and works.
Being in the business most of us are - we have to advertise. Would you go this far to advertise your business? Is it annoying or just aggressive, creative marketing? Do you think it works?!
I do know one thing for sure - the mute button worked nicely and was glad it was an option!