| Abstract [eng] |
It is getting harder and harder to get modern consumer interested because of thousands advertisement messages he gets per day. Though the more and more important task for companies becomes to find something extraordinary, memorable, and exclusive. Experiential marketing enables to touch, to smell or to feel the product. A product, providing consumers with an experience, reaches their hearts and mind and this helps to gain higher competitive advantage. It becomes the bigger and bigger puzzle for marketologists to find a way to transfer all those senses into an advertisement. For the experience to reach consumers advertisement shows various persons, well-known people telling stories and experiences from their lives or recommending certain product. The objective of the research: to analyze the attitude of consumers towards expression of experiential marketing in advertisement. The object of the research – experiential marketing in advertisement. Tasks of the research: • to explore the analysis of content of experiential advertisement; • to explore consumer reaction to experiential marketing advertisement; • to introduce conclusions and recommendations. To accomplish the research there were methods of qualitative analysis used. • analysis of content of visual advertisement of experiential marketing and advertisement in press; • focus groups; • survey of marketing students using questionnaires. The research was continued for two months. The research data received was described and analysed, conclusions and proposals introduced. The work consists of three parts – theoretical, analytical and results. Each part has its own sections. Theoretical part includes the concept and typology of experiential marketing and communication models of advertisement. Analytical part contains the analysis of already accomplished researches on subject explored; there is an appeal to statistical material as well. There is also the description of final work research provided. The third part includes analysis of the accomplished researches. The work contains 72 pages. 22 pictures, 8 tables were used for illustration of the material. |
