Augmented Reality: Enabling Creativity in Advertising
Poonam Singh Poonam Singh, Mrinalini Pandey · International Journal of Scientific Research · 2012
Though creativity and innovation have been associated with advertising since its inception, the need to con- tinuously innovate is now being felt like never before. The media is getting cluttered by the day, and it is needed that the target audience are kept engaged and interact with the brand. Augmented Reality provides the marketers with an excellent means of providing information in the most exciting way. This paper aims to study the usage of Augmented Reality in contemporary marketing practices and the expectations of the marketers for its future use by reviewing past literature and interviewing practicing professionals and service providers of the technology. Based on the available data, it has been suggested that Augmented Reality advertising can be excellent tools for establishing a two way connect with the customers.