Ministry of sound- Advertising Research

The Four Drivers Of Alternative Advertising:
The most reliable way to make sure you reach your destination is to have an in-depth knowledge of the available routes. Over the last few years, there has been an explosion of alternative routes in the communications industry. Terms like Guerrilla, Ambient, Stealth, Buzz, Word of mouth, Viral, Grassroots, Ambush, Stunt, Product placement, Branded content, Branded entertainment, Advergaming, Experiential, Permission and Wildfire have enjoyed increasing popularity. The vocabulary alone gives you an idea of how many forms alternative communications can take. Such labels as 'non-conventional' or 'alternative' have been used mostly as vague umbrella terms to cover the unexplored terrain beyond traditional advertising turf. Although the possibilities are endless once you venture off the well-trodden path, a number of recurring themes can be seen clearly among all the experimentation. To be more specific, the new ways in which companies are connecting with consumers have four driving forces in common: the desire for proximity, exclusively, invisibility and unpredictability.