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

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

Document Summary

Chapter 10 experiential marketing, events and sponsorships. Traditional forms of marketing communications trend to bombard consumers with messages. They emphasize reach and frequency, and the brand that barks the loudest gets the consumers attention. There isn"t a true connection between the brand and the consumer. Experiential marketing focuses on giving a target audience a brand-relevant customer experience that adds value to their lives. It involves effective two-way communications between the brand and consumer. Marketers are rethinking how marketing budgets are allocated, and there is a shift in the direction of engagement-oriented activities. Experiential marketing embraces several tried and true concepts such as event marketing, sponsorships, and product sampling, but it is the event itself rather than the product that becomes the key component of an integrated marketing campaign. The ultimate goal of experiential marketing is to get consumers to actively engage with the brand and, based on the experience, talk about the brand to others.