Dissertation
EFFECTIVENESS OF MESSAGE DELIVERED THROUGH EXPERIENTAL MARKETING AS COMPARE TO CONVENTIONAL ADVERTISING
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ACKNOWLEDGEMENT I am thankful to God, my supervisor,family and friends for you support and assistant towards the completion of this research study.
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DECLARATION
I declare that the entire thesis has been completed by me and the entire work has been done by writing and no copy pasting material has been added in this thesis.
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ABSTRACT In this research study, the researcher tries to explore to find out the effectiveness of message delivered through experiential marketing as compare to conventional advertising. In traditional marketing, marketers focus on mass selling, which is selling standardized products to large markets through traditional media such as newspaper advertisements. Conversely, experiential marketing emphasizes one-on-one personal experience with the brand or its representatives, who facilitate two-way communication between the consumer and brand representative (e.g., store staff, online customer service). In this research study the mixed methodology was employed. In this research, the responses of the managers and consumers proved that experiential marketing is way better than conventional advertising in today’s competitive world. The results help different companies to implement the experiential marketing for attracting and retaining their customers. Thus, it can be concluded that the effectiveness of message deliverance can be done by using experiential advertising techniques rather than the conventional advertising.
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Aknowledgement .................................................................................. 2 Declaration.............................................................................................3 Abstract......................................................................................................4 CHAPTER
1
ACKNOWLEDGEMENT I am thankful to God, my supervisor,family and friends for you support and assistant towards the completion of this research study.
2
DECLARATION
I declare that the entire thesis has been completed by me and the entire work has been done by writing and no copy pasting material has been added in this thesis.
3
ABSTRACT In this research study, the researcher tries to explore to find out the effectiveness of message delivered through experiential marketing as compare to conventional advertising. In traditional marketing, marketers focus on mass selling, which is selling standardized products to large markets through traditional media such as newspaper advertisements. Conversely, experiential marketing emphasizes one-on-one personal experience with the brand or its representatives, who facilitate two-way communication between the consumer and brand representative (e.g., store staff, online customer service). In this research study the mixed methodology was employed. In this research, the responses of the managers and consumers proved that experiential marketing is way better than conventional advertising in today’s competitive world. The results help different companies to implement the experiential marketing for attracting and retaining their customers. Thus, it can be concluded that the effectiveness of message deliverance can be done by using experiential advertising techniques rather than the conventional advertising.
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Aknowledgement .................................................................................. 2 Declaration.............................................................................................3 Abstract......................................................................................................4 CHAPTER
References: Time table (a) Gantt chart MONTHS (2012) Feb TASKS March April