10.2. Sensory Communication Flashcards
1
Q
sensory experience in consumption - consumers
A
- experience rather than possession
- recording and sharing the experience
- negative experience spreads out quickly
2
Q
sensory experience in consumption - companies
A
- no guarantee about advertising effect
- pressure for high competition in terms of quality and design
3
Q
Sensory marketing: five senses
A
- visual stimuli
- auditory stimuli
- olfactory stimuli
- tactile stimuli
4
Q
visual stimuli
A
color, size, design, …
5
Q
auditory stimuli
A
store BGM, product sound, …
6
Q
olfactory stimuli
A
product scent, store scent, …
7
Q
tactile stimuli
A
weight, texture, temperature, …
8
Q
KIA sensory marketing
A
KIA sensory branding
KIA brand song
KIA Fragrance
Taste of KIA
9
Q
sensory experience in consumption
A
- consume not only product itself but all the experience while consuming the product
- company needs to design not only product but EXPERIENCE
10
Q
3P in sensory communication - communicate … through sensory experience
A
- brand personality
- performance
- pleasure
11
Q
Sensory Communication for Brand Personality
A
- personality is perceived through whole experience while consuming
- important factor for brand evaluation
12
Q
Example brand personality
A
- purple light in airplane
- mini retro design
- axe chocolate
- big scissors tiffany
13
Q
Example brand Performance
A
- car advertisement
- laptop LG
14
Q
Example Pleasure brand
A
- MacBook
- rolls royce
- BMW light when opening door
15
Q
sensory communication through store example
A
apple store
