Dissertation Proposal Submitted by Himanshu Verma, M&A Topic Ambient advertising drives higher cut through than traditional

al medium of outdoor advertising. Background The mass media is becoming more and more cluttered, less involving and not grabbing the required amount of attraction and catch for the brands advertising. The traditional media for reaching the masses like TV, print, radio, magazines etc. are most efficient for creating awareness and delivering a particular message, which these days are getting restricted to a limited reach and at the same time becoming redundant gradually. On the other hand, the newer ways and places of reaching out the consumers is becoming more and more viable, slowly getting widely used by the companies/brands and is generating a greater effect on consumers mind, within a budget lesser as compared to their counterparts. Therefore, nowadays companies/brands are keeping aside a proportion of their A & P budget for such kind of advertisement. The reason being the catchiness, high involvement of the viewer/consumers with the way of advertising used, for grabbing their attention and make them feel and think by advertising innovatively. Also, the ambient advertising provides the advertisers with a fair scope of being more creative, smarter and a better chance of experimenting with the ideas about how could one execute it. Here, the traditional media holds a hand back as it has to be in accordance with the medium to be used for advertising. Hypothesis Ambient advertisement draws better recall-reinforcement and wow factor. Relevance By the research one will be able to understand the difference, the similarity and the relevance of ambient advertising as compared to mass media. Consumers thinking and perception about different modes of advertisement will get a clear picture. It will enable one to get an idea about the consumer and various ways of effectively reaching out to them. It will also compare ambient versus mass media quantitatively. Methodology Secondary + Primary Secondary for research and validating - topic, hypothesis, facts, figures and information Primary Qualitative Qualitative Depth Interviews Approach To be able to compare both the ambient advertising and mass media advertising there have to be enough evidences so that the topic and hypothesis can be validated and judged. Therefore, online secondary research may prove helpful to collect data, facts, images, figures, theories, information about mass media/ambient advertising regarding their reach, potential, performance and effectiveness aiding the research. Moving on towards consumer related knowledge going through the research part could be collected by arranging focus group discussions along with making them fill questionnaire which will help to have an understanding about their insights, thinking, perception, likings and preferences when it comes to compare advertising clearly distinct as ATL (mass media) and BTL (ambient). Adding to the

primary and secondary research methodology, to have a view point of some ad industry professionals should be more than welcome as it might prove to have a better and deeper clarity about the topic/ hypothesis during the research. To take care of the same, e-questionnaires will help a great deal getting the things done. Sample Size - 30 1) Clutter of pictures 5 Ambient 5 Outdoor (Different brands) 2) Expose the entire clutter 3) Top of Mind (TOM) Recall 4) Message {Both 3 and 4 Unaided} 5) Medium Attractiveness Memorable {Aided}

Output At the end when there will be comparison between both the mediums of advertising on certain parameters like reach, effectiveness, likings, consumer preferences, recall/reinforcement of message, redundancy, expenditures versus results, potential, performances, after the completion and going through all the above mentioned canons, there will be a fair sense of clarity about the score of one over the other, and at the same time will also clarify how much ambient have gained over the mass media or the latter is still dominating the ad world. Also, the clicking of ambient and the picking of mass media will be found out.