The Resource Experiential marketing : a practical guide to interactive brand experiences, Shaz Smilansky

Experiential marketing : a practical guide to interactive brand experiences, Shaz Smilansky

Label
Experiential marketing : a practical guide to interactive brand experiences
Title
Experiential marketing
Title remainder
a practical guide to interactive brand experiences
Statement of responsibility
Shaz Smilansky
Creator
Subject
Language
eng
Summary
  • "Consumers are constantly inundated with repetitive traditional advertising messages which bombard their consciousness, interrupt their TV shows and get in the way of their everyday lives. Often, 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 This outdated approach to marketing communications is dying, and fast."
  • "This engaging new title is a practical guide to experiential marketing, a methodology that is revolutionizing the face of marketing as we know it. Experiential marketing campaigns are geared around live brand experiences - two-way communications between consumers and brands, which bring brand personalities to life and develop long-lasting relationships with target audiences. Experiential Marketing explores this new era in marketing communications, which gives customers a fabulous brand-relevant experience designed to add value to their lives and ultimately increases customer brand loyalty."
  • "This book demonstrates how experiential marketing fits in with the current marketing climate, and it explains how to go about planning, activating and evaluating it for best results. Including interviews and international case studies demonstrating successful experiential marketing campaigns, it is essential reading for marketing, business, advertising and media professionals, as well as for marketing students."--BOOK JACKET
Cataloging source
DLC
Dewey number
658.8/27
Illustrations
illustrations
Index
index present
LC call number
HF5415.1255
LC item number
.S55 2009
Literary form
non fiction
Nature of contents
bibliography
Label
Experiential marketing : a practical guide to interactive brand experiences, Shaz Smilansky
Publication
Bibliography note
Includes bibliographical references (p. [258]-259) and index
http://library.link/vocab/branchCode
  • zbnus
  • mel
  • wbl
  • fro
Contents
1. Why experiential? -- 2. Outsourcing vs. in-house -- 3. BETTER -- 4. IDEA -- 5. Situation and background -- 6. Experiential objectives -- 7. Target audiences -- 8. Message - key communication -- 9. Experiential strategy -- 10. Selected locations and Brand ambassadors -- 11. System and mechanisms for measurement -- 12. Action -- 13. Gauging effectiveness -- 14. Evaluation -- 15. Interviews -- 16. International case studies -- 17. Conclusion -- App. 1. Common experiential marketing jargon explained -- App. 2. Further reading
Control code
000043415123
Dimensions
25 cm
Extent
vi, 264 p.
Isbn
9780749452759
Lccn
2008039199
Other physical details
ill.
http://library.link/vocab/recordID
.b2389958x
System control number
  • rm2389958x
  • (OCoLC)249135054

Library Locations

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    • Deakin University Library - Geelong Waurn Ponds CampusBorrow it
      75 Pigdons Road, Waurn Ponds, Victoria, 3216, AU
      -38.195656 144.304955
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