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 Dissertation Dissertation

EFFECTIVENESS OF MEANING DELIVERED THROUGH EXPERIENTAL ADVERTISING AS COMPARE TO CONVENTIONAL ADVERTISING

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ACKNOWLEDGEMENT I am thankful to God, my own supervisor, friends and family for you support and helper towards the completing this research study.

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ANNOUNCEMENT

I announce that the entire thesis is over by me personally and the whole work has become done by composing and no copy pasting material has been added in this thesis.

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SUMMARY In this study, the specialist tries to explore to find out the effectiveness of message delivered through experiential marketing as compare to conventional promoting. In traditional marketing, marketers focus on mass selling, which can be selling standard products to large market segments through classic media such as newspaper advertisements. Conversely, experiential marketing emphasizes one on one personal experience of the brand or perhaps its staff, who help two-way conversation between the client and brand representative (e. g., shop staff, online customer service). In this research study the mixed methodology was employed. With this research, the responses with the managers and consumers turned out that event marketing is way better than typical advertising in the current competitive community. The results help different companies to implement the experiential marketing intended for attracting and retaining consumers. Thus, it is usually concluded that the effectiveness of message deliverance can be done by making use of experiential promoting techniques rather than the conventional promoting.

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Aknowledgement.................................................................................. 2 Assertion............................................................................................. 3 Summary...................................................................................................... 4 PART 1-INTRODUCTION.................................................................... 8 Background of Research.................................................................................................. 8-9 Rationale of Study........................................................................................................... 9-10 Research Aims & Goals.............................................................................................. 10 a) Aims....................................................................................................................... 12 b) Objectives.............................................................................................................. 10 Study Question............................................................................................................. 11 Linkage of Experimential with other Strategies................................................................. eleven Topic 1- Promotional Tactics......................................................................... 11-12 Matter 2- Introduction to Advertising & its types................................................ 12-13 Matter 3- Events& Experience............................................................................... 13-14

CHAPTER 2- Literature Review.................................................................. 15 Introduction.......................................................................................................................... 15 Topic 1- Experiential Markerting......................................................................... 15-16 Topic 2- Traditional compared to Experential Advertising...................................................... 16-18 Topic 3- The Characteristic of Experiential Marketing............................................... 18 Topic 4- Narratives................................................................................................ 18-20 Topic 5- The Dimensions of Event marketing............................................... 20-21

a few...

References: Time table (a) Gantt chart

MONTHS (2012) Feb RESPONSIBILITIES March 04

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