Abstract
Over the past decade, the practice of creative media choice, in which nontraditional media are creatively employed to implicitly communicate a target message, has grown rapidly (e.g., Dahlén, 2009; Dahlén et al. 2009a). Most likely, this trend will continue as marketers face ever higher levels of advertising clutter in traditional media, and need to find new ways to stand out (Elliott and Speck, 1998; Rosengren, 2008).