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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 This outdated approach to marketing communications is dying, and fast."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
http://library.link/vocab/creatorName
Smilansky, Shaz.
Illustrations
illustrations
Index
index present
Literary form
non fiction
Nature of contents
bibliography
http://library.link/vocab/subjectName
  • Branding (Marketing)
  • Target marketing
Label
Experiential marketing : a practical guide to interactive brand experiences, Shaz Smilansky
Instantiates
Publication
Bibliography note
Includes bibliographical references (p. [258]-259) and index
Contents
  • Introduction.
  • p. 1
  • 1.
  • Why experiential?.
  • p. 3
  • 2.
  • Outsourcing vs. in-house.
  • p. 36
  • 3.
  • BETTER.
  • p. 52
  • 4.
  • IDEA.
  • p. 68
  • 5.
  • Situation and background.
  • p. 74
  • 6.
  • Experiential objectives.
  • p. 80
  • 7.
  • Target audiences.
  • p. 91
  • 8.
  • Message - key communication.
  • p. 115
  • 9.
  • Experiential strategy.
  • p. 122
  • 10.
  • Selected locations and Brand ambassadors.
  • p. 139
  • 11.
  • System and mechanisms for measurement.
  • p. 163
  • 12.
  • Action.
  • p. 172
  • 13.
  • Gauging effectiveness.
  • p. 192
  • 14.
  • Evaluation.
  • p. 200
  • 15.
  • Interviews.
  • p. 214
  • 16.
  • International case studies.
  • p. 241
  • 17.
  • Conclusion.
  • p. 252
  • App. 1.
  • Common experiential marketing jargon explained.
  • p. 254
  • App. 2.
  • Further reading.
  • p. 258
  • Index.
  • p. 260
Control code
ocn249135054
Dimensions
25 cm.
Extent
vi, 264 p.
Isbn
9780749452759
Lccn
2008039199
Other physical details
ill.
Label
Experiential marketing : a practical guide to interactive brand experiences, Shaz Smilansky
Publication
Bibliography note
Includes bibliographical references (p. [258]-259) and index
Contents
  • Introduction.
  • p. 1
  • 1.
  • Why experiential?.
  • p. 3
  • 2.
  • Outsourcing vs. in-house.
  • p. 36
  • 3.
  • BETTER.
  • p. 52
  • 4.
  • IDEA.
  • p. 68
  • 5.
  • Situation and background.
  • p. 74
  • 6.
  • Experiential objectives.
  • p. 80
  • 7.
  • Target audiences.
  • p. 91
  • 8.
  • Message - key communication.
  • p. 115
  • 9.
  • Experiential strategy.
  • p. 122
  • 10.
  • Selected locations and Brand ambassadors.
  • p. 139
  • 11.
  • System and mechanisms for measurement.
  • p. 163
  • 12.
  • Action.
  • p. 172
  • 13.
  • Gauging effectiveness.
  • p. 192
  • 14.
  • Evaluation.
  • p. 200
  • 15.
  • Interviews.
  • p. 214
  • 16.
  • International case studies.
  • p. 241
  • 17.
  • Conclusion.
  • p. 252
  • App. 1.
  • Common experiential marketing jargon explained.
  • p. 254
  • App. 2.
  • Further reading.
  • p. 258
  • Index.
  • p. 260
Control code
ocn249135054
Dimensions
25 cm.
Extent
vi, 264 p.
Isbn
9780749452759
Lccn
2008039199
Other physical details
ill.

Library Locations

    • Sydney Jones LibraryBorrow it
      Chatham Street, Liverpool, L7 7BD, GB
      53.403069 -2.963723
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