Management and Organizational Studies 3322F/G Chapter Notes - Chapter 10: Shopper Marketing, Mouthwash, Tooth Whitening

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 3322F/G
• Professor: Beth Lee

Document Summary

Experiential marketing: a form of marketing that creates an emotional connection with the consumer and engages him/her to use one or more senses. Goal is to create personal, memorable, and interactive experiences. Shopper marketing: understanding how consumers behave as shoppers in all channels (retail, catalogue, and web), and thus targeting these channels with appropriate marketing communications. 50% of money spent at mass-merchandisers and supermarkets is unplanned. An effective shopper marketing communication strategy is necessary. Experiential examples: blend-a-med crest complete 7 + mouthwash (see next page"s examples) and oral-b. She is attracted by colours and shapes, and is sensorial, so likes to touch/smell/feel. She"s not very involved/interested in the category, so keep messages simple and intuitive. Stand out, educate organization, of integrating a variety of communication elements with a single theme. Event marketing: the process, planned by a sponsorship. Uses a number of elements of the promotion mix to create an event for the purpose of reaching strategic marketing objectives.