ABSTRACT
The primary purpose of alternative media ads is to make an impact in a short period of time, and as a result many guerrilla campaigns are highly localized to narrow traffic areas and use the element of surprise in order to engage people. Both planning and gaining approval for alternative media require some creativity on the part of the planner. Many types of media vehicles start out as alternative vehicles but then move into the mainstream as they gain in popularity. Advertising in video games, for example, started out as an alternative medium and now is considered a mainstream vehicle. Companies are coming up with new ideas on where to place advertisements all the time. For some ambient media, customers carry the object and the message with them as they move through their day. Brands and agencies will work together to find unique and interesting user experiences, to introduce new brands, and to strengthen customer loyalty.
