Experiential Marketing Flashcards
This view assumes consumers are rational and analytical decision-makers
Traditional Marketing
What is the goal of experiential marketing?
Establish the integration of multiple facets in such a way that the consumer responds to a product offering based on both EMOTIONAL and RATIONAL responses
List the 5 strategic underpinnings of experiential marketing
- Sense
- Feel
- Think
- Act
- Relate
What is the difference between “feel” and “relate”
Feel focuses on the individual
Relate focuses on the broader social context
The Sesame Street commercial was an example of which strategic underpinning?
Feel
The Monster.com ad was an example of which strategic underpinning?
Think
List the 4 components of experiential marketing
- Focus on consumer experience
- Consumption as a holistic experience
- Enriches consumers’ sensory, emotional and intellectual experiences
- Consumers are emotional and impulsive
Which strategic underpinning creates affective experiences?
Feel
Which strategic underpinning engages consumers creatively?
Think
Which strategic underpinning works best with role models?
Act
Which strategic underpinning can be the most powerful when done well?
Relate
What was the main problem with Fresh & Easy?
Americans associate fresh/healthy food with premium prices
