Title :
Business Advertising Strategy in Experiential Marketing
Author :
Li, Anping ; Yang, Di
Author_Institution :
Sch. of Econ. & Manage., Chongqing Normal Univ., Chongqing, China
Abstract :
Based on the differences between experiential marketing and traditional marketing, this article emphasizes that we should pay attention to involvements and experiences of consumers in experiential marketing. The key point of this article is the functions of advertising in experiential marketing. In other words, companies should focus on five different types of experiences, namely, sense, feel, think, act and relate to propose corresponding advertising strategies.
Keywords :
advertising; consumer behaviour; business advertising strategy; consumer experience; consumer involvement; experiential marketing; Advertising; Companies; Integrated circuits; Media; TV; Technological innovation;
Conference_Titel :
Management and Service Science (MASS), 2010 International Conference on
Conference_Location :
Wuhan
Print_ISBN :
978-1-4244-5325-2
Electronic_ISBN :
978-1-4244-5326-9
DOI :
10.1109/ICMSS.2010.5577092