How Affective Evaluation and Tourist Type Impact Event Marketing Outcomes: Field Studies in Experiential Marketing

2021 ◽  
pp. 1-16
Author(s):  
Buduo Wang ◽  
Angeline Close Scheinbaum ◽  
Siyan Li ◽  
Anjala S. Krishen
Author(s):  
Phima Ruthia Dwikesumasari ◽  
Rachmatullah Dwi Nugraha

Traditional marketing communication media begin to be abandoned by customers; therefore, companies need to find other more effective alternatives to communicate with customers. Companies try to convince that customers not only use the the products they bought but also get unforgetable experience. Thus, companies often hold experiential marketing in the form of event as one of the alternatives. One of the efficient ways to conduct event marketing activities is by establishing an event sponsorship and building collaboration with event organizers. One of many companies which prioritizes its event sponsorship is PT Sinar Sosro East Java Region Representative Office. To be able to maintain the continuity of this program, PT Sinar Sosro East Java Region Representative Office needs to pay attention to the quality of event sponsorships services provided by company’s Marketing support Division. The purpose of this study is to analyze customer evaluation that is the event organizers, for the quality of company’s sponsorhip event services. In line with this purpose, this study used a 5-scale Likert measurement from the 5 dimension SERVQUAL measurement items with gap analysis techniques. Samples were taken using a proportional stratified random sampling method, resulted a minimum sample size of 97 respondents. Questionnaires were sent to 115 respondents but only 101 which could be analyzed further. Results showed that PT Sinar Sosro East Java Region Representative Office sponsorship event services was rated good since most of the results from gap analysis of each items of questionnaire statements showed a positive scores. Although some negative scores appeared, it did not dominate the overal result. The negative scores appeared on several items on tangibles, reliability and responsiveness dimensions. Overall positive scores were existed on assurance dimension, which consisted of the most statement items on this questionnaire, and empathy dimension. This indicated that the level of service received by customers had exceeded the service level expected by them.


Author(s):  
Andrey Prokhorov

We consider the aspects of experiential marketing development as a marketing philosophy. The direction of experiential marketing was developed in line with experience economy. The concept is based on the thesis that a product or service purchase is accompanied by the impressions formation from the purchase process, and the nature of these impressions determines the consumers’loyalty to the brand of the company that offers goods or services. Experiential marketing develops at the junction of relationship marketing, emotional marketing, event marketing and show marketing. Experiential marketing is designed to make the process of purchasing a product or service more personalized. Experiential marketing began to be applied in areas related to sales of impression (hotel, restaurant business, etc.). The idea of marketing is used in the process of promoting university educational services. We cover the event promotion cases of Derzhavin Tambov State University, the essence of which reflects the ideas of experiential marketing. As a case study, we focus on experience of holding a special event “Night at Tambov State University named after G.R. Derzhavin”, aimed at development of positive impression among the guests. One of the “Night at Tambov State University named after G.R. Derzhavin” tasks was to demonstrate the university capabilities in an informal way, different from traditionally held events.


Author(s):  
Veto Datta

Traditional marketing has been changed with a new approach to marketing called Experiential Marketing. Experiential marketing is also known as "engagement marketing," "event marketing", "participation marketing," or "live marketing". Traditional marketing views consumers as rational decision-makers who care about functional features and benefits. In contrast, experiential marketers view consumers as rational and emotional human beings who are concerned with achieving pleasurable experiences. It is a kind of is a marketing strategy that involves customers directly and inspires them to participate in the development of a brand. This transformation is showing no transformation of slowing down; more and more marketers are moving towards creating experiences for their customers. Therefore experience is an essential element of a today’s customer. Experiential Marketing plays an important role in influencing customer behavior and creates a feeling of satisfaction and loyal base .Thus it’s a very important concept to study. The research article studies various benefits and strategic issues of experiential marketing, also suggestion are drawn therefrom.


2019 ◽  
Vol 23 (2) ◽  
pp. 239-256 ◽  
Author(s):  
Ji Young Lee ◽  
Kim K.P. Johnson

Purpose The purpose of this paper is to investigate the effect of four types of cause-related marketing (CRM) strategies on consumer responses to a fashion brand and to assess the relative effectiveness of each. Design/methodology/approach An experiment was conducted with young adult consumers (n=344) and undergraduates (n=415). Using a between-subject design, each participant was randomly assigned to one of four CRM scenarios and completed a questionnaire. Findings Across all CRM conditions, the effect of CRM strategy on consumer responses (e.g. perceived brand distinctiveness/credibility/attractiveness, customer–brand identification, brand attitude, customer loyalty) was significant. The effect of corporate social responsibility image on perceived brand distinctiveness was strongest for cause-related event marketing, followed by cause-related experiential marketing, transaction-based CRM and sponsorship-linked marketing. Practical implications By providing information about the relative effectiveness of four types of CRM strategies, this research aids fashion marketers in their selection of the CRM strategy that generates the best performance. Adding an event component to their CRM activity would increase the effect of CRM strategies on consumer responses. Originality/value This research contributes to the extant literature on CRM by identifying types of CRM strategies, their relative effectiveness, and key variables (e.g., C–B identification) that explain the impact of CRM strategies on consumer responses.


2018 ◽  
Vol 23 (4) ◽  
pp. 9-10
Author(s):  
James Talmage ◽  
Jay Blaisdell

Abstract Pelvic fractures are relatively uncommon, and in workers’ compensation most pelvic fractures are the result of an acute, high-impact event such as a fall from a roof or an automobile collision. A person with osteoporosis may sustain a pelvic fracture from a lower-impact injury such as a minor fall. Further, major parts of the bladder, bowel, reproductive organs, nerves, and blood vessels pass through the pelvic ring, and traumatic pelvic fractures that result from a high-impact event often coincide with damaged organs, significant bleeding, and sensory and motor dysfunction. Following are the steps in the rating process: 1) assign the diagnosis and impairment class for the pelvis; 2) assign the functional history, physical examination, and clinical studies grade modifiers; and 3) apply the net adjustment formula. Because pelvic fractures are so uncommon, raters may be less familiar with the rating process for these types of injuries. The diagnosis-based methodology for rating pelvic fractures is consistent with the process used to rate other musculoskeletal impairments. Evaluators must base the rating on reliable data when the patient is at maximum medical impairment and must assess possible impairment from concomitant injuries.


1964 ◽  
Author(s):  
Milton S. Katz ◽  
Paul A. Cirincione ◽  
William Metlay
Keyword(s):  

2012 ◽  
Author(s):  
Colleen Reichmuth ◽  
Caroline Casey ◽  
Isabelle Charrier ◽  
Nicolas Mathevon ◽  
Brandon Southall

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