Management and Organizational Studies 3322F/G Chapter 10: CHAPTER RECAP

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 3322F/G
• Professor: John White

Document Summary

Experiential marketing: a form of marketing that gets consumers participating in a brand"s marketing effort in order to form a stronger emotional connection with the brand. To engage consumers requires a carefully designed and emotive experience that often draws on various forms of marketing communications. Shopper marketing: understanding how consumers behave as shoppers in all channels (retail, catalogue, online) and then targeting these channels with appropriate marketing communications to enhance the sales of a brand. Event marketing: the process, planned by a sponsoring organization, of integrating a variety of communications elements with a single event theme. Event sponsorship: the financial support of an event in exchange for advertising privileges associated with that event: sports marketing sponsorship, entertainment sponsorship, festival and fair sponsorship, culture and the arts sponsorship, cause marketing sponsorship, television sponsorship. Use sponsorship to complement other promotional activities. Select an event with an image that sells. Measuring the benefits of event marketing and sponsorship.