| Document Type
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BL
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| Record Number
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1012189
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| Doc. No
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b766559
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| Main Entry
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Smilansky, Shaz.
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| Title & Author
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Experiential marketing : : a practical guide to interactive brand experiences /\ Shaz Smilansky.
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| Publication Statement
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London ;Philadelphia :: Kogan Page,, 2009.
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| Page. NO
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1 online resource (vi, 264 pages) :: illustrations
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| ISBN
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0749456078
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: 1282101277
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: 661210127X
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: 9780749456078
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: 9781282101272
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: 9786612101274
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0749452757
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9780749452759
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| Bibliographies/Indexes
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Includes bibliographical references (pages 258-259) and index.
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| Contents
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Why experiential? -- Outsourcing vs in-house -- BETTER -- IDEA -- Situation and background -- Experiential objectives -- Target audiences -- Message -- key communication -- Experiential strategy -- Selected locations and Brand ambassadors -- Systems and mechanisms for measurement -- Action -- Gauging effectiveness -- Evaluation.
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| Abstract
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Consumers 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 tar.
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| Subject
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Branding (Marketing)
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Target marketing.
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Branding (Marketing)
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BUSINESS ECONOMICS-- Advertising Promotion.
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Target marketing.
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Marketing.
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| Subject
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Merken.
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| Dewey Classification
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658.8/27
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| LC Classification
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HF5415.1255.S55 2009eb
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| NLM classification
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85.40bcl
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