MCS 3620 Final: MCS*3620 - Final Exam Notes

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 3620
• Professor: timothydewhirst

Document Summary

Chapter 10 experiential marketing, events and sponsorships. Experiential marketing a form of marketing that creates an emotional connection with the consumer in personally relevant and memorable ways. Shopper marketing understanding how consumers behave as shoppers in all channels (retail, catalogue and web) and then targeting these channels with appropriate marketing communications to enhance the sales of a brand. Event marketing the process, planned by a sponsoring organization of integrating a variety of communications elements with a single event theme. Event sponsorship financial support of an event in exchange for advertising privileges associated with that event. Ambush marketing a strategy used by non-sponsors of an event to capitalize on the prestige and popularity of the event by giving false impression that they are sponsors. Venue marketing linking a brand name or company name to a physical site such as a stadium arena or theatre. Select an event wit an image that sells.