ABSTRACT
This chapter presents a framework that categorizes the many varied forms of advertising appearing in non-traditional environments into quadrants based on the amount of cognitive resources made available by message recipients and needed by the advertisement for successful processing. This categorization permits advertisements to be designed and executed in a manner that maximizes brand awareness, attitudes, and message persuasion. Advertising in non-traditional environments includes both relatively new media (e.g., mobile phones) and uses of traditional media in a new way (e.g., augmented reality, digital billboards). In our discussion, we also include out-of-home media in our taxonomy as it is often placed and encountered in unconventional environments where the competition for attention is great. The chapter presents additional tools to assist academics and practitioners in the study, design, and execution of advertising in non-traditional environments.
