Categorization of ambient media based on identification of common signs of selected installations

Abstract

Ambient media are still perceived as an extremely efficient communication tool, mostly within social communication within specified types of commercial communication. It is possible to describe ambient media as non-standard, unusual and not very frequent medium, which is not used very often in the system of marketing communication. In the theoretical frame only general qualities and characteristics of ambient media are published, which define the qualities of these media and at the same time the categorization in the marketing communication tools, which can be considered as current, such as viral marketing, guerilla marketing, etc. However, these statements are too general and they do not focus on the nature of ambient media. This article has the aim to help conceptualize ambient media and define clear grounding and categorization of ambient media, where the base for categorization are common features of already published installations of ambient media. It is possible to use the final categorization in practice, where on its bases it is possible to identify specific category and subsequently create ambient medium according to the requirements of the advertiser of the communication claim. Considering the qualities of ambient media, this categorization is globally applicable. © 2019, Springer Nature Switzerland AG.