Acciones no convencionales de la publicidad exterior : aproximación teórica a una terminología

Abstract

Outdoor advertising is experiencing times of change, where traditional media coexist with the most innovative and creative actions, supported in many cases by the incorporation of new technologies. These actions arise from the need to impact a public hyper connected and saturated, and are the result of adapting the environment to this new reality. The external environment is privileged to accompany the individual out of his private life, in moments of socialization and development both personally and professionally, for this reason, it is necessary to know how you can capture the attention of the consumer to the marks form part of their daily lives. Thus, this research seeks to order ideas about these unconventional measures in order to lay a foundation to help identify them to work at both industry and research or based on experience, study and observation of the environment review of literature, mostly articles, that somehow or another contribute to the topic.