Tangible Marketing
If you were to ask someone you stopped on the street to define marketing for you, what do you think they would say? Most would rattle on about advertisements on billboards or lengthy super bowl commercials. Neither of which encompasses what marketing fully represents. In our twenty-first century, the world of marketing not only comes in a variety of mediums but it talks, walks, and looks different as well. In the age where everything you ever wanted is at your virtual finger tips, is it possible people need visual stimuli to coax their spending? It is my belief that as detailed studies have concluded, event marketing is, and should continue to be the most effective form of advertising.
When examining the purpose of marketing …show more content…
than one normally would spend watching a thirty second commercial. It is in this time that brand perception can change for the better. “Because event marketing is a communication tool mainly aimed at addressing customers emotionally, it seems rather suitable for influencing the connotative aspect of brand image.”(Drengner, J., Gaus, H., & Jahn, S, 2008 pg.138) One of the many reasons the industry of marketing has seen a shift to event marketing as being most effective was determined by the mentioned psychological benefits of presenting consumers with a tangible product. Demonstrations of event marketing can be seen in places such as the popular furniture store IKEA, where simulations of homes are set up to create the vision a consumer might not otherwise be able to imagine. The same premise goes behind the idea of staging a …show more content…
This makes it increasingly difficult to understand what event marketing is. IKEA, or staging a home are two straight forward places, yet upon examining your daily life, this model of advertising is everywhere. “Advertisers and retailers alike have a keen interest in event marketing; the combination of increased entertainment seeking, competition from e-tailers, and decreased mall visits has led to a spike of mall-based promotional events.” (Close, A. G., Krishen, A. S., & Latour, M. S, 2009, p. 278) A distinct point is brought to attention when one examines the nature of competition within the product and services market. Due to the internet and virtual retail stores, you never have to leave your home in order to indulge in your favorite products. Does this indicate we will see a decline in the mall as we know it in years coming? If large department stores, and subsequently brands themselves lose foot traffic how detrimental will it prove to be? The best way to connect with your customer is for them to feel your clothing’s cotton, for them to browse the pages of your book, for them to sample your food items. When this is lost we see a decline, and sometimes disappearance of the organization in its entirety. “The science of marketing is built on fact based research. The art of marketing comprises experience, imagination, and creativity.”(Ehrlich, E., & Fanelli, D, 2004, pg. 20). Think of the Blockbusters,
If you were to ask someone you stopped on the street to define marketing for you, what do you think they would say? Most would rattle on about advertisements on billboards or lengthy super bowl commercials. Neither of which encompasses what marketing fully represents. In our twenty-first century, the world of marketing not only comes in a variety of mediums but it talks, walks, and looks different as well. In the age where everything you ever wanted is at your virtual finger tips, is it possible people need visual stimuli to coax their spending? It is my belief that as detailed studies have concluded, event marketing is, and should continue to be the most effective form of advertising.
When examining the purpose of marketing …show more content…
than one normally would spend watching a thirty second commercial. It is in this time that brand perception can change for the better. “Because event marketing is a communication tool mainly aimed at addressing customers emotionally, it seems rather suitable for influencing the connotative aspect of brand image.”(Drengner, J., Gaus, H., & Jahn, S, 2008 pg.138) One of the many reasons the industry of marketing has seen a shift to event marketing as being most effective was determined by the mentioned psychological benefits of presenting consumers with a tangible product. Demonstrations of event marketing can be seen in places such as the popular furniture store IKEA, where simulations of homes are set up to create the vision a consumer might not otherwise be able to imagine. The same premise goes behind the idea of staging a …show more content…
This makes it increasingly difficult to understand what event marketing is. IKEA, or staging a home are two straight forward places, yet upon examining your daily life, this model of advertising is everywhere. “Advertisers and retailers alike have a keen interest in event marketing; the combination of increased entertainment seeking, competition from e-tailers, and decreased mall visits has led to a spike of mall-based promotional events.” (Close, A. G., Krishen, A. S., & Latour, M. S, 2009, p. 278) A distinct point is brought to attention when one examines the nature of competition within the product and services market. Due to the internet and virtual retail stores, you never have to leave your home in order to indulge in your favorite products. Does this indicate we will see a decline in the mall as we know it in years coming? If large department stores, and subsequently brands themselves lose foot traffic how detrimental will it prove to be? The best way to connect with your customer is for them to feel your clothing’s cotton, for them to browse the pages of your book, for them to sample your food items. When this is lost we see a decline, and sometimes disappearance of the organization in its entirety. “The science of marketing is built on fact based research. The art of marketing comprises experience, imagination, and creativity.”(Ehrlich, E., & Fanelli, D, 2004, pg. 20). Think of the Blockbusters,