1、3300 英文单词， 1.8 万英文字符 ，中文 5800 字 Experiential Marketing vs.Traditional Advertising Angela-Mihaela MASTACAN Abstract Experiential marketing is a methodology, a concept that moves beyond the traditional “features- and-benefits” marketing. Experiential Marketing connects consumers with brands in persona
2、lly relevant and memorable ways. The idea of experiential marketing reflects a right brain bias because it is about fulfilling consumers aspirations to experience certain feelings comfort and pleasure on one hand, and avoidance of discomfort and displeasure on the other. Experiential marketing occur
3、s in person. It is a direct one-on-one interaction between a brand and an individual consumer. This experience creates a stronger relationship with the consumer. In contrast, traditional product-centric marketing reflects a left-brain bias because it generally seeks to persuade consumers by invoking
4、 rational factors that position the advertised brand as better than competing brands. Product-centric marketing presumes a degree of rationality in consumers decision- making that contemporary brain science refutes. Consumers decisions are much more influenced by emotionally generated feelings than
5、by their rationally derived thought. Key words: advertising, brand, consumer, marketing What is experiential marketing? When you watch a television commercial you see it, you hear it, but do you really experience it? You dont. A television commercial is traditional advertising. It talks to you but t
6、here is no interaction. Experiential marketing is just that- an experience; it is designed to be interactive with the consumer, to engage all of the consumers senses so as to elicit emotional responses in a way that traditional advertising, like television commercials cannot. How can marketing be interactive? A company that takes its marketing message directly to the consumer is interactive. For example, a beer company that provides its brand for free on a special promotion night at a po
