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Author Smilansky, Shaz.

Title Experiential marketing : a practical guide to interactive brand experiences / Shaz Smilansky
Published London ; Philadelphia : Kogan Page, 2009
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Description 1 online resource (vi, 264 pages) : illustrations
Contents 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
Summary 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 This outdated approach to marketing communications is dying, and fast.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
Bibliography Includes bibliographical references (pages 258-259) and index
Notes Master and use copy. Digital master created according to Benchmark for Faithful Digital Reproductions of Monographs and Serials, Version 1. Digital Library Federation, December 2002. http://purl.oclc.org/DLF/benchrepro0212 MiAaHDL
digitized 2011 HathiTrust Digital Library committed to preserve pda MiAaHDL
Print version record
Subject Branding (Marketing)
Target marketing.
Form Electronic book
LC no. 2008039199
ISBN 0749456078 (electronic bk.)
1282101277
661210127X
9780749456078 (electronic bk.)
9781282101272
9786612101274