Effectiveness of Message delivered through Experiential marketing as compare to conventional advertising

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TABLE OF CONTENTS

CHAPTER 1: INTRODUCTION1

Background of the Research1

Marketing Effectiveness1

Promotional Strategies1

Introduction to Advertising and its types2

Experiential Marketing2

Rationale of the study3

Research hypothesis3

Research Aims and Objectives4

Aims4

Objectives4

Research questions4

CHAPTER 2: LITERATURE REVIEW5

The Marketing Experience5

Marketing and experiential marketing6

Consumer buying behaviour in relation to Advertisement:7

The Distinction of Traditional Marketing and Experiential Marketing8

Transcending the traditional advertising schema9

CHAPTER 3: METHODOLOGY11

Introduction11

Research paradigm11

Research design11

Mixed methodology11

Quantitative research method12

Qualitative research method13

Sample13

Data collection14

Instrument14

Justification for Using Mixed Methodology14

Ethical Considerations15

Confidentiality15

Limitations of the study16

Literature Search16

Keywords Used17

Time table17

Gantt chart17

Summary18

CHAPTER 4: CONCLUSION19

REFERENCES20

APPENDIX22

Timetable22

Gantt chart22

CHAPTER 1: INTRODUCTION

Background of the Research

Marketing Effectiveness

In an economic decline, the need to assess marketing effectiveness is essential to survival. A concept of marketing effectiveness 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.

In past studies, marketing researchers have used two main models to measure marketing effectiveness: Return on Marketing Investment (ROMI) and OME based on marketing orientation. In the concept of ROMI, marketing effectiveness is a quality of how companies go to a market with the goal of optimizing their spending to achieve satisfactory results for both the short-term and long-term. The concept relates to logical, analytical, and data-driven approaches to problem solving by breaking down the issues into addressable pieces. The benefits of using the Marketing Effectiveness Audit and implementing its recommendations lie in perceptions of ability to influence a change in business performance.

Promotional Strategies

One of the most essential marketing strategies is a promotion. A promotion is coordination of all seller-initiated efforts to set up channels of information and persuasion to sell products and services or promote an idea. An effective promotion is a plan for the optimal use of various promotional strategies. A traditional promotion has four promotional strategies: advertising, public relations, sales promotion, and personal selling.

Introduction to Advertising and its types

Advertising is any form of paid communication in which the sponsor or company is identified. Traditional media such as television, radio, newspapers, magazines, billboard, and transit posts are most commonly used for one-way communication to consumers. With increasing technology, marketers communicate their advertisements to consumers in many innovative ways such as interactive video, the Internet, and e-mail. One of the primary benefits of advertising is its ability to communicate to a large number of people at one time. Advertising can reach the masses, but it can also reach target audiences and small groups of potential customers through television advertisements on cable networks or print advertisements in trade magazines. Although the cost of advertising per contact is low, the total cost is relatively high.

Experiential Marketing

Experience are inherently emotional and personal; many factors are beyond the control of management such as personal interpretation of a situation based on cultural background, prior experience, mood, sensation seeking personality traits, and many other factors. Within management's domain, the service designer ...