Management and Organizational Studies 3322F/G Chapter Notes - Chapter 10: Engagement Marketing, Shopper Marketing, Marketing

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 3322F/G
• Professor: Tsorng- Yeh Lee

Document Summary

Experiential marketing focuses on giving a target audience a brand relevant customer experience that adds value to their values. The ultimate goal of experiential marketing is to get consumers to actively engage with the brand and based on the experience, talk about the brand to others. Experiential marketing: a form of marketing that creates an emotional connection with the consumer in personally relevant and memorable ways. Event marketing: the process, planned by 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. Investment in event marketing and sponsorships is mainly divided into five areas: sports marketing sponsorship (figure 10. 6 on page 295) Local or global events at an amateur or professional level. Sports sponsorship is by far the largest in terms of dollars invested by marketing organizations.