| Building from initial studies of nontraditional advertising, this thesis provides a conceptualization of nontraditional advertising utilizing the theory of orienting response, which is then integrated into an experimental design to test nontraditional advertising's ability to generate positive audience attitudes and advertisement recall among university students. The results indicate that nontraditional advertising can be utilized to promote the recall of an unknown product or service, but that more traditional advertising elements are required to build positive attitudes towards the advertisement. |
