Oasis advertisements on Amazon packaging

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Oasis advertisments on Amazon packaging, originally uploaded by renaissancechambara.

Amazon packaging now has adverts on the outside for the forthcoming Oasis album Dig Out Your Soul. Is this ambient advertising since its on the outside of the package? And if so how would Oasis’ record company measure its efficiency and effectiveness?

I think the best guess would be to try and infer a link between an Amazon package arriving someone purchasing the album. However, the prompt to buy could come from any other marketing exercise and being an existing Amazon customer they would be naturally inclined to get the CD online, rather than scrabbling along the dusty sleeves in HMV.