GUIDELINES AND FRAMEWORK TO IMPLEMENTATION OF AMBIENT ADVERTISING IN BANDUNG FOR BUSINESS PRACTITIONERS

• Main Author: IRFANSYAH (NIM 19014040 ), FAISAL
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/22050
• Institution: Institut Teknologi Bandung

It is undeniable that conventional marketing communications techniques are experiencing a decline in effectiveness due to the increasing advertising clutter. People are exposed to thousands of advertisements every day whether it is broadcast media advertising, internet advertising, or out-of-home advertising. As for out-of-home advertising: the clutter is especially evident in Indonesia’s biggest cities as billboards and banners have been used too extensively, bringing with them problems such visual pollution, harmful driver distraction, and the one advertisers fear the most: inconsideration from audience. Ambient advertising is an alternative that can act as a solution to problems mentioned above both directly and indirectly. Ambient advertising —when implemented correctly— can beautify its surroundings, can enhance safety, as well as giving other practical benefits. The most important benefit <br /> <br /> it gives to business practitioners is the potential to break through the advertising clutter since ambient <br /> <br /> advertisements would most of the times draw more attention. It is one of the young concepts in marketing that has not been widely adopted in Indonesia despite its potentials. This research is an attempt to assemble a comprehensive set of guidelines and recommendations for business practitioners to implement ambient advertising. Using qualitative approach, the data for this research was obtained from three sources: observations, documents, and interviews. These three sources validate each other. The interviews having the main role were done to both advertising professionals and advertisement audience in order to have different point of views that complement and validate each other producing a more complete perspective. Bandung was chosen as the research location to facilitate data gathering as well as to better focus the research. <br /> <br /> The results of this research were presented in two final products which are a set of guidelines and a framework. The guidelines are 20 points that summarize important pieces of advices concerning ambient advertising extracted from the research, while the framework is the visual presentation of the technical work flow applicable to advertising in general and ambient advertising (with differences pointed out in stages’ explanation). The guidelines and framework are expected to help business practitioners to implement ambient advertising in Bandung. This research was tailor-made to Bandung and is not to be generalized for Indonesia as every region has its own unique situation. Implementation for ambient advertising in Indonesia is subject to future researching that this research does not cover. Among other things, quantitative approach to public preference towards ambient advertisements in <br /> <br /> Bandung can also be researched in the future to complement and validate this qualitative research. <br />