The new media and communication strategy towards the consumer

Abstract

Within a service economy, many agency professionals and directors view ambient marketing as just another format, while at the same time seeing it as an innovative and tempting via of communication, which mysteriously reinforces (more through intuition than deduction) the brand image and product sales of large companies. At present, the practical absence of SMEs in this area is apparent and this is precisely the element of uncertainty arising from this mystery, similar in a way to that of sponsorship and patronage, which in an academic context has not been ontologically resolved either. The literary contributions from relational marketing management, have turned out to be weak and predictable and completely absent from those researchers ascribing to the conceptual range deriving from communication theory and social psychology. What this paper aims to do is theoretically reconstruct a model for this phenomenon with the objective of establishing a minimum communicational or related base – as it ascribes to ambient marketing (consumer psychology) the intrinsic category of a dynamic agent with a multiple, dispersed and active public which is not wholly concentrated in one type of public – in this way, it will be able to fractionally review the sequential teleological traces of human action in this process.