Dissertation

Only available on StudyMode
  • Download(s) : 101
  • Published : May 30, 2013
Open Document
Text Preview
EFFECTIVENESS OF MESSAGE DELIVERED THROUGH EXPERIENTAL MARKETING AS COMPARE TO CONVENTIONAL ADVERTISING

1

ACKNOWLEDGEMENT I am thankful to God, my supervisor,family and friends for you support and assistant towards the completion of this research study.

2

DECLARATION

I declare that the entire thesis has been completed by me and the entire work has been done by writing and no copy pasting material has been added in this thesis.

3

ABSTRACT In this research study, the researcher tries to explore to find out the effectiveness of message delivered through experiential marketing as compare to conventional advertising. In traditional marketing, marketers focus on mass selling, which is selling standardized products to large markets through traditional media such as newspaper advertisements. Conversely, experiential marketing emphasizes one-on-one personal experience with the brand or its representatives, who facilitate two-way communication between the consumer and brand representative (e.g., store staff, online customer service). In this research study the mixed methodology was employed. In this research, the responses of the managers and consumers proved that experiential marketing is way better than conventional advertising in today’s competitive world. The results help different companies to implement the experiential marketing for attracting and retaining their customers. Thus, it can be concluded that the effectiveness of message deliverance can be done by using experiential advertising techniques rather than the conventional advertising.

4

Aknowledgement .................................................................................. 2 Declaration.............................................................................................3 Abstract......................................................................................................4 CHAPTER 1-INTRODUCTION....................................................................8 Background of Research..................................................................................................8-9 Rationale of Study...........................................................................................................9-10 Research Aims & Objectives..............................................................................................10 a) Aims.......................................................................................................................10 b) Objectives..............................................................................................................10 Research Question.............................................................................................................11 Linkage of Experimential with other Strategies.................................................................11 Topic 1- Promotional Strategies.........................................................................11-12 Topic 2- Introduction to Advertising & its types................................................12-13 Topic 3- Events&Experience...............................................................................13-14

CHAPTER 2- Literature Review..................................................................15 Introduction..........................................................................................................................15 Topic 1- Experiential Markerting.........................................................................15-16 Topic 2- Traditional vs Experential Marketing......................................................16-18 Topic 3- The Characteristic of Experiential Marketing...............................................18 Topic 4- Narratives................................................................................................18-20 Topic 5- The Dimension of Experiential Marketing...............................................20-21

5...
tracking img