It would be usefull if you also touched on the ethical issues of these marketing activities.
There is enought marketing, so why should be have to put up with "ambient marketing"? Is there anything exploring this aspect?
Please disregard my request for clarification. I am now ready to answer your question thanks to the help of my fellow researcher pinkfreud-ga.
In defining ambient marketing, let us first look at the basic dictionary definition.
Ambient – “Something that surrounds or invests; as, air . . . being a perpetual ambient”
“Dictionary.com/ambient”
http://dictionary.reference.com/search?q=ambient&r=67
In marketing terms, ambient marketing or advertising and also called place based marketing is also seen as much the same way:
“To get your new business off to a solid start, try combining two proven techniques: strategic partnering and place-based, or "ambient," marketing.”
“Place-based, or ambient, advertising reaches prospects wherever they happen to be--preferably in the right environment to be receptive to your message. You can now reach consumers the way search engine Ask Jeeves did--by sticking its name on 15 million grocery store apples. You can make blanket-sized impressions on public beach sand like Skippy peanut butter or Snapple, or purchase wraparound banners on gas station and convenience store light poles like Gatorade and McDonald's.”
“Partnership & Place-Based Marketing Techniques”
http://www.entrepreneur.com/Your_Business/YB_SegArticle/0,4621,302159,00.html
Viral marketing and roach baiting meanwhile are defined as follows:
Viral Marketing – “The promotion of a service or product by using existing customers to pass along a marketing pitch to friends, family, and colleagues.”
“viral marketing“
http://www.wordspy.com/words/viralmarketing.asp
Roach Bait – “A marketing message delivered by an actor posing as a regular person with the intention of having that message passed along to many other people.”
“roach bait”
http://www.wordspy.com/words/roachbait.asp
A comparison and a question of the ethics of doing viral and ambient marketing could be seen in our next article.
Difference:
“Twenty years ago, viral would have been known as "word of mouth" and is now most likely to be technology based - email "chain letters", web or SMS. Whereas Viral is likely to be extremely relevant to the user by the way that it is passed on from one friend to another, ambient is likely to be less so as it is a static communication tool. Viral is easier to evaluate; the direct results can be quantitively translated in terms of hits to a website, active responses to a text message campaign and so on whilst ambient is more difficult to assess its call-to-action success.”
Ethical Issue:
“Jo Williamson - our consumer - agreed with Paul that the success of viral relied on the "getting personal" but that it was an irritating and intrusive form of selling.
“The irritation of viral was in contrast to ambient media that when successfully executed - such as the GAP outdoor poster sites - allowed escapism and entertainment. Ambient media that works, shows intelligence and creativity. Ambient communication ensures that the emotional bonding between brand and consumer is stronger; the consumer has chosen to actively take notice and go into their world rather than forcing itself into the consumer's environment.”
By reading the whole article we can see that in ethical terms, viral marketing is less desirable because it is more pushy and ambient marketing as seen as static but exhumes creativity.
"You Can't Infect Me; I'm Immune"
http://www.lse.ac.uk/collections/alumniRelations/news/20020314t1104z001.htm
The marketing strategy of roach baiting meanwhile is perceived with suspicion in the minds of consumers.
“Harmless marketing or consumer deception? Other methods include hiring actors to promote a product, but acting out the "promotion" in a realistic scenario.”
“If you want to brand your brand onto consumers' brains without them knowing, it's clever. If, like me, you worry how much further tactics like these can go, it's dangerously deceptive. What bothers me is that as advertisers get more and more eager to permeate every corner of our lives, we may lose our sense of trust that most "normal" transactions in the day-to-day world are not market-motivated.”
“Undercover advertising targets roaches”
by Barbara Black
In a nutshell, viral marketing is deemed unethical because it imposes on the consumer so much while roach baiting encourages deception. Ambient marketing meanwhile is seen with style and truly successful ones are done with class. But if not done well, ambient marketing could be seen as messy advertising.
Search terms used:
Ambient viral marketing “roach bait”
I hope these links would help you in your research. Before rating this answer, please ask for a clarification if you have a question or if you would need further information.
Thanks for visiting us.
Regards,
Easterangel-ga
Google Answers Researcher
I think even "ambient marketing" has its share of critics and is actually deemed ethical according to its execution. In this particular article, ambient media this time and marketing as a whole is seen as the opposite of being ethical.
"Ethics and marketing are not natural bedfellows. In a business where selecting some ambient media options involves breaking the law simply for the sake of cut-through, competition can mean that ethics get left at the office door."
"Yahoo!’s recent advert featuring a stereotypically gay man and using the line “you can’t trust the kindness of strangers” was condemned as “outdated and offensive” by special interest groups.Ultimately, the controversial execution was banned by the Independent Television Commission."
"Do the right thing"
http://www.mediaweek.co.uk/ThisWeek.Features.View.aspx?ContentID=316
In a nutshell, whatever marketing does it would looked upon with suspicion since it's main objective whether for charity or for a cause ends up being a campaign for a sale of a branded product.
In your question "There is enought marketing, so why should be have to put up with 'ambient marketing'? Is there anything exploring this aspect?"
I wasn't able to find a specific article but as you can see as the different media grows different marketing concepts come into play. For example, the Internet. Right now we are talking about email marketing, online advertising, one to one marketing, etc. It seems that as long as there is a product to sell, marketing will follow. And as we consume more and more, different entities are scrambling for our attention.
I hope that this clarification supplements my original answer. If you need further assistance regarding this matter, please feel free to request for another clarification.
Best Regards,
Easterangel-ga
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