Sách Experienced marketing- marketing trải nghiệm ebook pdf-tiếng anh

Contents
Foreword v
Acknowledgements vii
Introduction 1
1 Why experiential? 3
The context: marketing communication 3; What is experiential
marketing? 5; Traditional approaches are losing effectiveness
8; Experiential marketing: a differentiator 9; The benefits 15;
Criticisms: fact and fiction 23; What level of resources? 26; A
shift in awareness 28
2 Outsourcing vs in-house 36
In-house 39; Outsourcing to your media or full-service
agency 43; Working with a PR agency 46; Working with a sales
promotion agency 49
3 BETTER 52
How do you use BETTER? 53
4 IDEA 68
Using IDEA 69; Choosing the idea 73
5 Situation and background 74
SET MESSAGE 74; Situation and background 76
6 Experiential objectives 80
Examples of experiential marketing campaigns 81
7 Target audiences 91
Analysing Target audiences 92
8 Message – key communication 113
Bringing the message to life 116
9 Experiential strategy 122
STRATEGIES 122; Integrating the selected elements to
form the Experiential strategy 127; Scenarios 128; Make the
experience memorable and ongoing 135
10 Selected locations and Brand ambassadors 139
Choosing locations 140; Examples of live brand experience
locations 144; Live brand experiences are like theatre
productions 152; Brand ambassador selection 152; Recruiting
Brand ambassadors 157
11 Systems and mechanisms for measurement 163
How much to spend on measurement 164
12 Action 172
Contents of the Action plan 173
13 Gauging effectiveness 192
Systems and mechanisms for measurement and how they
enable Gauging effectiveness 193; Real-time reporting
and online client access pages 195; Flexibility and change
management solutions 196
14 Evaluation 200
Introduction 200; The written Evaluation section 202; The
campaign Evaluation (post-campaign) 203
15 Interviews 214
16 International case studies 241
17 Conclusion 252
Appendix 1. Common experiential marketing jargon explained 254
Appendix 2. Further reading 258
Index 260