| Abstract |
| The New wave of advertising has been presented at Cannes: Different approach in advertising has been proposed. The focus on advertising media development and idea generation has been trending from consumer insight to media insight. Now, the ideas what before we using at the 4 Media are refreshed by new media. Why we have to lay emphasis on the idea of new media? Exceptionally unique & special media can captivate the minds and eyes of our consumers, and the media itself can be a creative idea. The traditional media cost a lot to buy but they are not often effective enough. However, we can find new media that reach the consumers everyday and it can be more effectively. These media can effectively reach the consumers very naturally while they are unaware that they are seeing or hearing an advertising message. One great example is the outdoor media that people contact easily anywhere. Highways to the hometown, exhaust pipes under the car ahead on the way to work, and even the trees along the road can be spaces for new creative, and also they can be creative itself. Outdoor media reinvented or discovered as new media and refreshing creative will raise its ad effectiveness beyond our imagination if they are articulated with advertised products. |
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| Key Words |
| Memory, Association, Mnemonic Device, Brand loyalty |
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