The effectiveness of ambient advertising in influencing the brand

Ambient advertising is considered a form of non-traditional advertising that relies on the use of unusual and unconventional communication channels and media to deliver the brand message to the target audience in a new, innovative and creative way. Ambient advertising is related to creativity and the advertiser's ability to deliver the message to consumers in a new and innovative way. Ambient advertising has a direct impact on the mind of consumers, as it provokes an emotional reaction that leads to consumers remembering the brand effectively and positively. The effect of this is the ability to create buzz around the brand which leads to brand awareness and loyalty. The research aims to emphasize: the importance of exploiting ambient media to influence the target audience, the impact that ambient advertising plays in building brand awareness and achieving brand loyalty, the role of ambient advertising in the success of advertising campaigns. The descriptive approach was followed in studying ambient advertising and its role in building brand awareness and achieving brand loyalty. The study reached several results, namely: Ambient advertising is a creative, unconventional means of marketing that uses the surrounding environment to deliver the brand message to the target audience in a precise, new, innovative and unexpected way. Ambient advertising emphasizes tactics such as surprise, humor and creativity, to attract the attention of the target audience in a new way, which increases opportunities for audience participation and interaction in influential and memorable ways. Ambient advertising focuses on the creative advertising idea that has not been implemented before to achieve spread. The result of ambient advertising is a product that has an aesthetic and communicative effect. In light of the research results, the study recommends the necessity of thinking outside the box in trying to find new and innovative ambient advertising ideas. Creative ideas and effective messages must be developed, great attention should be paid to creativity, and an unconventional approach should be used to provide a deeper connection with potential customers to create successful and effective ambient advertising campaigns. Paying attention to the surrounding environment elements, considering each of them as an advertising medium that can be used in ambient campaigns, as well as benefiting from the experiences of major brands in ambient advertising campaigns, and trying to employ the results of those campaigns in new advertising campaigns.