Effectiveness of Message delivered through Experiential Marketing as Compare to Conventional Advertising

By

ACKNOWLEDGEMENT

There is an immense role of my supervisor, family and associations for the completion of this research study. I would be gratitude to them for supporting me and assisting me.

DECLARATION

I take oath 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.

Signed __________________ Date _________________

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.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER 1: INTRODUCTION1

Background of the Research1

Marketing Effectiveness1

Promotional Strategies2

Introduction to Advertising and its types3

Events and experiences4

Rationale of the study5

Research hypothesis5

Research Aims and Objectives6

Aims6

Objectives6

Research Questions6

Dissertation layout7

CHAPTER 2: LITERATURE REVIEW8

Marketing and experiential marketing8

The Characteristics of Experiential Marketing9

Narratives9

The Advertisement is encountered in a Realistic Setting11

The Advertisement Promotes Novelty through Divergence12

Transcending the traditional advertising schema12

Consumer buying behaviour in relation to Advertisement:14

The Dimensions of Experiential Marketing15

The Experiential Interface16

Role of Online marketing17

The Marketing Experience18

CHAPTER 3: METHODOLOGY23

Introduction23

Research Paradigm23

Appropriateness of research design23

Research Method23

Mixed methodology24

Secondary Research Methods27

Primary Research Methods28

Sampling Frame28

Data collection28

Research Instruments Used29

Interviews29

Questionnaires30

Explanation of using Mixed Methodology31

Informed Consent31

Confidentiality32

Geographic Location33

Limitations of the study33

Sources for searching literature33

Using keywords34

Time table34

Gantt chart34

Summary34

CHAPTER 4: ANALYSIS AND DISCUSSION35

Introduction35

Descriptive analysis of Questionnaire35

Descriptive analysis of interview responses41

Discussion42

Secondary research findings42

Experiential Marketing and Conventional Advertising For Message Deliverance42

Evaluating Consumer's Attitudes in Advertising45

Advertising Increase Attitude and Recall47

Customer loyalty and advertising techniques50

CHAPTER 5: CONCLUSION AND RECOMMENDATIONS52

Recommendations62

REFERENCES63

APPENDIX67

Questionnaire67

Timetable68

Gantt chart68

SECTION A: ETHICS CHECKLIST70

SECTION B: DISSERTATION/RESEARCH-BASED MANAGEMENT REPORT PROPOSAL FORM72



CHAPTER 1: INTRODUCTION

Background of the Research

Marketing Effectiveness

In an economic decline, the need to assess marketing effectiveness is essential to survival. Many researchers have discussed a concept of marketing effectiveness extensively because it has strong relations with many organizational outcomes such as growth, customer satisfaction, competitive advantage, marketing orientation, promotion, and profit. Marketers who understand the definition of marketing can adopt marketing practices easily. Marketing is a discipline that enables producers of products and services to interpret customers' desires in delivering to target customers (Holt and Douglas, 1995, 1).

Marketing researchers have made attempts to develop a measurement of marketing effectiveness or even a complexity of the construct. In past studies, marketing researchers have used two main models to measure marketing effectiveness: Return on Marketing Investment (ROMI) and OME based ...