The Secret Lives of Unconventional Campaigns: Street Marketing on the Fringe

Issue n. 1, Journal of Marketing, 2015

San Diego Legal Studies Paper No. 14-145

22 Pages Posted: 20 Mar 2014 Last revised: 21 Feb 2015

See all articles by Bernard Cova

Bernard Cova

Euromed Management

Marcel Saucet

LCA Ltd; University of San Diego School of Law

Date Written: March 18, 2014

Abstract

The term unconventional marketing refers to a set of alternative approaches for organizations to carry out communications strategies. Among these approaches, street marketing is particularly suited to targeting consumers as they navigate urban areas. However, engaging in street marketing can also expose advertising agencies and their clients to the potential risk of legal entanglements concerning the utilization of common goods for matters of marketing communication. Based on a study conducted with ten agencies and five advertisers, this article highlights how companies attempt to circumvent the law, revealing three major elements that agencies and advertisers mobilize while making the decision to do so, as well as details of how they get around the rules and manage the risks and costs of breaking them.

Keywords: Legal issues with street marketing, street marketing

JEL Classification: M31, M37, K49

Suggested Citation

Cova, Bernard and Saucet, Marcel, The Secret Lives of Unconventional Campaigns: Street Marketing on the Fringe (March 18, 2014). Issue n. 1, Journal of Marketing, 2015; San Diego Legal Studies Paper No. 14-145. Available at SSRN: https://ssrn.com/abstract=2411026

Bernard Cova

Euromed Management ( email )

Domaine de Luminy
BP 921 13288 Marseille Cedex 9, 13288
France

Marcel Saucet (Contact Author)

LCA Ltd ( email )

8 rue d'Alger
Nice, 06000
France

HOME PAGE: http://marcel-saucet.fr

University of San Diego School of Law ( email )

5998 Alcala Park
San Diego, CA 92110-2492
United States

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