Experiential marketing
Advertising Theory and Practice
Assessment One: Advertising Issue Article
Tutor:
Tutorial:
Vanessa Lee
N9579750
Advertising topic: Will experiential campaigns take over from traditional media campaigns?
The rise of experiential media campaigns
By Vanessa Lee
Remember those days when we would get most of our information from the television, the radio or newspapers? Some still follow by these types of traditional media, but the rest have moved on to newer media such as the internet, social websites and smart phones. New media has changed the way of advertising. It has brought interactivity and virtual connections between consumers and advertisers in a way traditional media could not bring before. Traditional media has been used and unchanged for decades, but new media has brought a focus towards experiential campaigns. Will experiential campaigns take over from traditional media campaigns?
Experiential marketing is on the rise. Brands are aiming to provide memorable events and engagements with consumers and are starting to focus less on the traditional “features-and-benefits” approach. To stand out and be on top of the competitive marketplace, brands must focus on experiential marketing (Pine II & Gilmore, 1998). Companies are now starting to view customers as rational and emotional (Schmitt, 1999) and are “more concerned with making the consumer emotionally attached to the product” (McCole, 2004). This shift of focus from traditional media to experiential media campaigns enables brands to lessen the distance between consumers and increase ongoing emotional attachments and brand loyalty (McCole, 2004). The aim for experiential marketing Meredith Cranmer, managing partner of Because Brand Experience says that “This kind of marketing is about injecting emotion and having conversation and dialogue with your consumer. It’s interactive and about bringing to life your brand, product and service. The big budget advertising has a lot of wastage,
Assessment One: Advertising Issue Article
Tutor:
Tutorial:
Vanessa Lee
N9579750
Advertising topic: Will experiential campaigns take over from traditional media campaigns?
The rise of experiential media campaigns
By Vanessa Lee
Remember those days when we would get most of our information from the television, the radio or newspapers? Some still follow by these types of traditional media, but the rest have moved on to newer media such as the internet, social websites and smart phones. New media has changed the way of advertising. It has brought interactivity and virtual connections between consumers and advertisers in a way traditional media could not bring before. Traditional media has been used and unchanged for decades, but new media has brought a focus towards experiential campaigns. Will experiential campaigns take over from traditional media campaigns?
Experiential marketing is on the rise. Brands are aiming to provide memorable events and engagements with consumers and are starting to focus less on the traditional “features-and-benefits” approach. To stand out and be on top of the competitive marketplace, brands must focus on experiential marketing (Pine II & Gilmore, 1998). Companies are now starting to view customers as rational and emotional (Schmitt, 1999) and are “more concerned with making the consumer emotionally attached to the product” (McCole, 2004). This shift of focus from traditional media to experiential media campaigns enables brands to lessen the distance between consumers and increase ongoing emotional attachments and brand loyalty (McCole, 2004). The aim for experiential marketing Meredith Cranmer, managing partner of Because Brand Experience says that “This kind of marketing is about injecting emotion and having conversation and dialogue with your consumer. It’s interactive and about bringing to life your brand, product and service. The big budget advertising has a lot of wastage,