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Product Identifiers
PublisherKogan Page, The Limited
ISBN-100749452757
ISBN-139780749452759
eBay Product ID (ePID)70954030
Product Key Features
Number of Pages272 Pages
Publication NameExperiential Marketing : a Practical Guide to Interactive Brand Experiences
LanguageEnglish
SubjectMarketing / General, Consumer Guides, Consumer Behavior, Management, Advertising & Promotion
Publication Year2009
TypeNot Available
AuthorShaz Smilansky
Subject AreaReference, Business & Economics
FormatHardcover
Dimensions
Item Height0.8 in
Item Weight19.9 Oz
Item Length9.5 in
Item Width6.5 in
Additional Product Features
LCCN2008-039199
Dewey Edition22
Reviews"Smilansky has been able to look across the Atlantic and Pacific for her case study material and draws on this very well.... nicely presented and clearly written." -Field Marketing, "[A] robust platform for you to develop and measure your own brand experience plans." -- The CEO Refresher, "Smilansky has been able to look across the Atlantic and Pacific for her case study material and draws on this very well.... nicely presented and clearly written." - Field Marketing, "[A] complete and comprehensive guide to the subject, a must for those in charge of their business' marketing." -- Midwest Book Review, "[A] complete and comprehensive guide to the subject, a must for those in charge of their business' marketing." --Midwest Book Review
IllustratedYes
Dewey Decimal658.827
Table Of Content00: Introduction; 01: Why experiential?; 02: Outsourcing vs in-house; 03: BETTER; 04: IDEA; 05: Situation and background; 06: Experiential objectives; 07: Target audiences; 08: Message - key communication; 09: Experiential strategy; 10: Selected locations and Brand ambassadors; 11: Systems and mechanisms for measurement; 12: Action; 13: Gauging effectiveness; 14: Evaluation; 15: Interviews; 16: International case studies; 17: Conclusion
Intended AudienceScholarly & Professional
SynopsisConsumers are constantly inundated with repetitive traditional advertising messages, bombarding their lives, interrupting their TV shows and generally getting in the way. The consumer does not feel any real emotional connection with these brands, and if they do buy, it is simply because the brand that shouted the loudest got their attention. This outdated approach to marketing communications is dying, and fast.Brands are realising that to secure the lifetime value of their customers by gaining true customer loyalty, they must give something back. The relationships between brands and their target audiences are being revolutionized. Experiential Marketing looks at the new experiential marketing era, which focuses on giving target audiences a fabulous brand-relevant customer experience that adds value to their lives. Experiential marketing is made up of live brand experiences - two way communications between consumers and brands, which are designed to bring brand personalities to life.This book demonstrates how experiential marketing fits in with the current marketing climate, and how to go about planning, activating and evaluating it for best results. This is essential reading for both advertising and marketing practitioners, and marketing students., Experiential marketing is an interactive two-way marketing communications tool, which aims to bring brands to life and communicate complex brand messages through interactive sensory experiences that should excite and engage the customer., Consumers are constantly inundated with repetitive traditional advertising messages, bombarding their lives, interrupting their TV shows and generally getting in the way. Consumer feel little emotional connection with these brands, and if they are persuaded to buy it is simply because the brand that shouted the loudest got their attention. This outdated approach to marketing communications is dying--fast.To gain lasting customer loyalty, brands must give something back. In the new century, the relationships between brands and their target audiences are being revolutionized by "experiential" marketing tactics."Experiential Marketing "looks at the experiential marketing era, which focuses on giving target audiences a brand-relevant customer experience that adds value to their lives. Experiential marketing is made up of live brand experiences - two way communications between consumers and brands, communications which are designed to bring brand personalities to life.This book demonstrates how experiential marketing fits in with the current marketing climate and how to go about planning, activating and evaluating it for best results. This is essential reading for both advertizing and marketing practitioners and marketing students., Consumers are constantly inundated with repetitive traditional advertising messages, bombarding their lives, interrupting their TV shows and generally getting in the way. Consumers feel little emotional connection with these brands, and if they are persuaded to buy it is simply because the brand that shouted the loudest got their attention. This outdated approach to marketing communications is dying--fast. To gain lasting customer loyalty, brands must give something back. In the new century, the relationships between brands and their target audiences are being revolutionized by "experiential" marketing tactics. Experiential Marketing looks at the experiential marketing era, which focuses on giving target audiences a brand-relevant customer experience that adds value to their lives. Experiential marketing is made up of live brand experiences - two way communications between consumers and brands, communications which are designed to bring brand personalities to life. This book demonstrates how experiential marketing fits in with the current marketing climate and how to go about planning, activating and evaluating it for best results. This is essential reading for both advertising and marketing practitioners and marketing students.
LC Classification NumberHF5415.1255.S55 2008
