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Information Resources Management Association
Advancing the Concepts & Practices of Information Resources Management in Modern Organizations

Experiential Marketing as a Tool for Emotional Brand Building

Experiential Marketing as a Tool for Emotional Brand Building
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Author(s): Havish Madhvapaty (Amity University, India) and Anupama Rajesh (Amity University, India)
Copyright: 2019
Pages: 24
Source title: Brand Culture and Identity: Concepts, Methodologies, Tools, and Applications
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-5225-7116-2.ch033


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Experiential marketing offers an excellent vehicle for building relationships with customers. While emotional branding has been employed since a long time by marketers, evolving technologies and a growing appetite shown by customers for experiential connect has led to brands renewing their focus on experiential marketing. The authors discuss the experiential marketing ecosystem, detailing the various types of agencies and activities. The authors then present the Advertising Expenditure pie. In absence of an experiential component, the authors conducted their research to add the experiential component and present a revised Advertising Expenditure figure. The chapter then identifies Return on Investment (ROI) as the key challenge for assessing the success of an experiential activity. The authors develop a model for marketers to identify and connect with their customers through experiential initiatives. The authors conclude and present certain key developments in the area.

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