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- Title
Le street marketing, forcément transgressif?
- Authors
Cova, Bernard; Saucet, Marcel
- Abstract
Unconventional marketing is a set of approaches that represents an alternative way of communication for companies and organizations. Among these approaches, street marketing seems particularly appropriate when trying to reach a target of consumers during their urban transfers. However, street marketing actions also bring a degree of risk of legal entanglements to advertisement agencies and their clients, namely, the utilization of common goods for matters of communication. Based on a research conducted with 10 agencies and 8 advertisers, this article highlights how companies attempt to circumvent French law; it provides three major elements that agencies and advertisers mobilize while making the decision to circumvent the law and details how to get around the rules and/ or manage the infringement of the law.
- Publication
Décisions Marketing, 2014, Issue 73, p27
- ISSN
0779-7389
- Publication type
Article
- DOI
10.7193/DM.073.27.43