文章基本信息

标题：Experiential Marketing vs. Traditional Advertising
本地全文：下载
作者：Angela Mihaela MASTACAN
期刊名称：Economy Transdisciplinarity Cognition
印刷版ISSN：2067-5046
电子版ISSN：2068-7389
出版年度：2008
期号：2
出版社：George Bacovia University from Bacau
摘要：Experiential marketing is a methodology, a concept that moves beyond the traditional "features-and-benefits" marketing. Experiential Marketing connects consumers with brands in personally relevant and memorable ways. The idea of experiential marketing reflects a right brain bias because it is about fulfilling consumers' aspirations to experience certain feelings – comfort and pleasure on one hand, and avoidance of discomfort and displeasure on the other. Experiential marketing occurs in person. It is a direct one-on-one interaction between a brand and an individual consumer. This experience creates a stronger relationship with the consumer. In contrast, traditional product-centric marketing reflects a left-brain bias because it generally seeks to pers uade consumers by invoking rational factors that position the advertised brand as better than competing brands. Product-centric marketing presumes a degree of rationality in consumers' decision-making that contemporary brain science refutes. Consumers' decisions are much more influenced by emotionally generated feelings than by their rationally derived thought
关键词：advertising; brand; consumer; marketing