Experiential Marketing: A Practical Guide to Interactive Brand Experiences - ISBN:0749452757

Experiential Marketing: A Practical Guide to Interactive Brand Experiences

Date: 28 April 2011, 07:30

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Experiential Marketing: A Practical Guide to Interactive Brand Experiences
By Shaz Smilansky
* Publisher: Kogan Page
* Number Of Pages: 272
* Publication Date: 2009-03-28
* ISBN-10 / ASIN: 0749452757
* ISBN-13 / EAN: 9780749452759
Product Description:
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 This outdated approach to marketing communications is dying--fast.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 advertising and marketing practitioners and marketing students.
Summary: A must for those in charge of their business' marketing
Rating: 5
Experience is something invaluable, and this applies heavily to marketing as well. "Experiential Marketing: A Practical Guide to Interactive Brand Experiences" is a look at the growing value of experience in marketing, using past experiences and evidence as the foremost focus in advertising. Many minds on the topic feel this train of thought will grow in the coming years, and the enlightened approach will pay off better to early adopters. "Experiential Marketing" is a complete and comprehensive guide to the subject, a must for those in charge of their business' marketing.

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