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EFFECTIVENESS OF MESSAGE DELIVERED THROUGH EXPERIENTAL MARKETING AS COMPARE TO CONVENTIONAL ADVERTISING
LONDON SCHOOL OF MARKERTING
MARCH 2012

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ACKNOWLEDGEMENT
I am thankful to God, my supervisor,family and friends for you support and assistant towards the completion of this research study.

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DECLARATION
I declare that the entire thesis has been completed by me and the entire work has been done by writing and no copy pasting material has been added in this thesis.

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ABSTRACT
In this research study, the researcher tries to explore to find out the effectiveness of message delivered through experiential marketing as compare to conventional advertising. In traditional marketing, marketers focus on mass selling, which is selling standardized products to large markets through traditional media such as newspaper advertisements. Conversely, experiential marketing emphasizes one-on-one personal experience with the brand or its representatives, who facilitate two-way communication between the consumer and brand representative (e.g., store staff, online customer service). In this research study the mixed methodology was employed. In this research, the responses of the managers and consumers proved that experiential marketing is way better than conventional advertising in today’s competitive world. The results help different companies to implement the experiential marketing for attracting and retaining their customers. Thus, it can be concluded that the effectiveness of message deliverance can be done by using experiential advertising techniques rather than the conventional advertising.

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Aknowledgement .................................................................................. 2
Declaration.............................................................................................3
Abstract......................................................................................................4
CHAPTER 1-INTRODUCTION....................................................................8
Background of Research..................................................................................................8-9
Rationale of Study...........................................................................................................9-10
Research Aims & Objectives..............................................................................................10
a) Aims.......................................................................................................................10
b) Objectives..............................................................................................................10
Research Question.............................................................................................................11
Linkage of Experimential with other Strategies.................................................................11
Topic 1- Promotional Strategies.........................................................................11-12
Topic 2- Introduction to Advertising & its types................................................12-13
Topic 3- Events&Experience...............................................................................13-14
CHAPTER 2- Literature Review..................................................................15
Introduction..........................................................................................................................15
Topic 1- Experiential Markerting.........................................................................15-16
Topic 2- Traditional vs Experential Marketing......................................................16-18
Topic 3- The Characteristic of Experiential Marketing...............................................18
Topic 4- Narratives................................................................................................18-20
Topic 5- The Dimension of Experiential Marketing...............................................20-21

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Topic 6 – The Experiential Interface......................................................................21-22
Topic 7- The Advertisement encountered in Realistic Setting....................................22
Topic 8- The Advertisament Promotes Novelty Devergence...................................22-23
Topic 9- Transcending the Traditional Advertising Schema.....................................23-25
Topic 10- consumer Buying behaviour in Relation to Advertising............................25-26
Topic 11- Role of Online Markerting.........................................................................26-27
Topic 12- Marketing Experience...............................................................................28-30
CHAPTER 3- METHODOLOGY.........................................................................31
Introduction..............................................................................................................................31
Research Paradigm...................................................................................................................31
Appropriateness of Research...................................................................................................31
Research Method.................................................................................................................31-32
a) Mixed Methodology................................................................................................32-35
b) Secondary Research....................................................................................................36
c) Primary research.....................................................................................................36-37
Sampling Frame.......................................................................................................................37
Data Collection....................................................................................................................37-38
Research Instrument Used.......................................................................................................38
a) Interviews ...............................................................................................................38-39
b) Questionnaires.............................................................................................................39
Explanation of Mixed Methodology.........................................................................................40
Informed Consent................................................................................................................40-41

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Confidentiality......................................................................................................................41
Geographical Location.........................................................................................................41
Limitation of Study..........................................................................................................41-42
Sources for Searching Literature.......................................................................................42
CHAPTER 4- ANALYSIS & DISCUSSION.....................................................43
Introduction......................................................................................................................43
Descriptive Analysis of Questionnaires.........................................................................43-50
Descriptive Analysis of interviews................................................................................50-51
Secondary Research Findings.......................................................................................51-60
CHAPTER 5- CONCLUSION & RECCOMENDATION..................................60
Conclusion...................................................................................................................60-63
Recommendation........................................................................................................63-65
a) Objectives .......................................................................................................65-69
b) Research Aim Fulfilment.................................................................................69-71
c) Limitation of future research..............................................................................71
REFRENCES.......................................................................................72-74
APPENDIX.........................................................................................75-77

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CHAPTER 1: INTRODUCTION
Background of the Research
In an economic decline, the need to assess marketing effectiveness is essential to survival. Many researchers have discussed a concept of marketing effectiveness extensively because it has strong relations with many organizational outcomes such as growth, customer satisfaction, competitive advantage, marketing orientation, promotion, and profit. Marketers who understand the definition of marketing can adopt marketing practices easily. Marketing is a discipline that enables producers of products and services to interpret customers’ desires in delivering to target customers (Holt and Douglas, 1995,1).
Marketing researchers have made attempts to develop a measurement of marketing effectiveness or even a complexity of the construct. In past studies, marketing researchers have used two main models to measure marketing effectiveness: Return on Marketing Investment (ROMI) and OME based on marketing orientation. In the concept of ROMI, marketing effectiveness is a quality of how companies go to a market with the goal of optimizing their spending to achieve satisfactory results for both the short-term and long-term. The concept relates to logical, analytical, and data-driven approaches to problem solving by breaking down the issues into addressable pieces.
Researchers have conducted empirical investigations involving a concept of marketing effectiveness, but only a few conceptual measures of the construct exist. In 1977, Kotler created Marketing Effectiveness Audit to measure OME. The concept of marketing effectiveness based on marketing orientation in Harvard Business Review. OME reflects the degree to which it exhibits the five essential attributes of a marketing orientation: customer

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philosophy, integrated marketing organization, adequate marketing information, strategic orientation, and operational efficiency.
Several researchers found that marketing orientation has a positive relationship to OME. Because only ROMI does not clearly relate to the overall view of an organization, many researchers supported Kotler’s idea of measuring OME in essential areas of marketing functions: environment, strategy, organization, system, and productivity (Dahlén and Edenius, 2007, 42). Kotler’s Marketing Effectiveness Audit has a broad framework of marketing orientation to measure OME, and this framework has had widespread applications. The benefits of using the Marketing Effectiveness Audit and implementing its recommendations lie in perceptions of ability to influence a change in business performance. Identifying OME helps companies implement an effective marketing plan and improve overall marketing orientation. Since its first introduction, Kotler’s Marketing Effectiveness Audit has been widely adopted by many marketing researchers and business practitioners. marketers need to be aware of the symbolic aspects of consumption since symbolism can be an important aspect of many experiential products, especially for younger consumers. By consuming offerings associated with a peer group the consumer is able to signal to others that they are part of that peer group. Marketers can reinforce the importance of these social/symbolic dimensions of experiential offerings in advertising in cases where the consumer values this dimension.
Rationale of the study
In today’s competitive world it is not possible to hold on a product in the eye of the customers for long. Because of globalization and competition new products enter into the market every day. For taking a competitive edge over others and attracting customers

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companies use different marketing techniques. The more effectively the message delivers to the customers, the more they become loyal to the brand. The main issue for conducting this research study is to find out which marketing technique is efficient for retaining and attracting customers in this competitive world. The research study helps in finding out whether experiential marketing is essential for delivering message to the customers effectively or conventional advertising is more effective. This study highlights this issue that helps the marketing experts to know the significance and effectiveness of both marketing techniques in delivering message to the customers.
Research Aims and Objectives
(a) Aims
The purpose of this research study is to determine the effectiveness of message deliverance to the final consumers via experiential marketing and conventional advertising. This research determines the comparison between conventional advertising strategies and experiential advertising strategies.
(b) Objectives
The research objective of this research study is as following:
1. To find out the effectiveness of using experiential marketing and conventional advertising for message deliverance.
2. To find out how message is delivered by experiential marketing and conventional advertising.
3. To find out the difference between experiential and conventional marketing.

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Research Questions
This research study aims at answering the following research questions:
1. What is the effectiveness of using experiential marketing and conventional advertising for message deliverance?
2. How message is delivered by experiential marketing and conventional advertising?
Linkage of Experiental Marketing with Marketing Startegies
Promotional Strategies
One of the most essential marketing strategies is a promotion. A promotion is coordination of all seller-initiated efforts to set up channels of information and persuasion to sell products and services or promote an idea. An effective promotion is a plan for the optimal use of various promotional strategies. A traditional promotion has four promotional strategies: advertising, public relations, sales promotion, and personal selling. a modern promotion included events and experiences and direct marketing as the fifth and sixth promotional strategies, respectively.
According to Dahlén and Edenius, Promotional strategy is the function of informing, persuading, and influencing a consumer decision. It is as important to nonprofit organizations as it is to a profitoriented company like Colgate-Palmolive. Some promotional strategies are aimed at developing primary demand, thedesire for a general product category.Promotional strategy objectives vary among organizations. Some use promotionto expand their markets, others to hold their current positions, still others to presenta corporate viewpoint on a public issue. Promotional strategies can also be used to reach selected markets. Most sources identify

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the specific promotional objectives or goals of providing information, differentiating the product, increasing sales, stabilizing sales, and accentuating the product's value.
Marketers often develop a promotional strategy to differentiate their goods or services from those of competitors. To accomplish this, they attempt to occupy a"position" in the market that appeals to their target customers. Promotions that apply the concept of positioning communicate to consumers meaningful distinctions about the attributes, price,quality, or usage of a good or service.
Introduction to Advertising and its types
Advertising. Advertising is any form of paid communication in which the sponsor or company is identified. Traditional media such as television, radio, newspapers, magazines, billboard, and transit posts are most commonly used for one-way communication to consumers. With increasing technology, marketers communicate their advertisements to consumers in many innovative ways such as interactive video, the Internet, and e-mail. One of the primary benefits of advertising is its ability to communicate to a large number of people at one time. Advertising can reach the masses, but it can also reach target audiences and small groups of potential customers through television advertisements on cable networks or print advertisements in trade magazines. Although the cost of advertising per contact is low, the total cost is relatively high. With a large capital investment, advertising cost tends to limit advertisements on a national basis. (Berkowitz, David, Hill, John, 2006, 40)
A model for predictive measurements of advertising effectiveness classified advertising and its effects into three levels. First, a cognitive component indicates that receivers receive a message. Second, an affective component indicates the development of attitudes. Third, a

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behavioral component indicates actual actions taken by the target audience. The two qualitative dimensions of the advertising process are the quality of advertising and media weight. To be successful in advertising, sales-related feedback should be used to develop and identify advertising.In this section we will discuss different types of advertisement and four important decisions management takes in developing advertisement program. The objectives of advertisements are to enhance the image of the company rather than selling the product. The objective of product advertising is to communicate about the product attributes to the target customer. (Berkowitz, David, Hill, John, 2006, 40). Product advertising is further classified into three types. They are Pioneer advertising: This mode of advertisements is used to create awareness and demand in the initial stage of the product life cycle. Competitive advertisements: This type of advertisement is used to highlight the differentiation of organization’s product.
Events and Experiences
Events and experiences are time-based events and marketing experiences where a company or brand is linked to the events and experiences. Marketers develop events and experiences for the purpose of creating theme activities for consumers and promoting products or services. Events and experiences have become popular in recent years as marketers develop integrated marketing programs including a variety of promotional tools that create experiences for consumers in an effort to associate the company’s brands with individual lifestyles and activities (Dahlén and Edenius, 2007, 42). Marketers use events and experiences to identify with target markets or lifestyles, increase awareness of the company or product, reinforce

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customer perception, enhance company image, create experiences or evoke feelings, and express commitment to the community.
Marketers often set event marketing by associating their products with popular activities such as sports events, concerts, and trade shows. Marketers can also create their own events for promotional purposes. In event sponsorship, a company supports the event in return for the right to present a brand name, logo, or advertising message that makes it identified as a supporter of the event. Experience marketing is the practice of engaging target audiences in personal experiences in which they internalize a sense of how the brand improves their personal or professional lives. The forms of events and experiences were trade shows, product exhibitions, artistic performance, company anniversaries, sports events, and event sponsorship.

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CHAPTER 2: LITERATURE REVIEW
Introduction
Marketing isn't as simple as putting out a bunch of ads for your small business. Marketing plans require multiple tiers and approaches to achieve maximum effectiveness and to attract the most customers. Traditional and experiential marketing are two different schools of marketing thought; both are effective and can be used in conjunction with each other.
( Elliott, Speck, 1998, 29)
The conceptual clarification of the literature will ascertain the reader what are the main themes of the research understudy. It also covers what others have said about the term and their findings. That would help in the overall research process of the Advertising in relation to the buyer’s behaviour.
Topic 1-Experiential Marketing
When you watch a television commercial you see it, you hear it, but do you really experience it? You don't. A television commercial is traditional advertising. It talks to you but there is no interaction. Experiencial marketing is just that - An experience; it is designed to be interactive with the consumer, to engage all of the consumer's senses so as to elicit emotional responses in a way that traditional advertising, like television commercials cannot.How can marketing be interactive? A company that takes its marketing message directly to the consumer is interactive. (Bartlett, Ghoshal, 2009, 34). For example, a beer company that provides its brand for free on a special promotion night at a popular nightclub is interactive. That's experiential marketing. People encounter the product precisely where they will be exposed to it

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in the future. Proponents of experiential marketing believe that, like the nightclub example, consumers will be more apt to internalize the marketing message this way than they would, say, in seeing a beer ad on TV.
Experiential marketing is a relatively new concept and when a marketing campaign designed around it works it becomes huge. Many business experiential marketing are a success due to viral factors. People love it. They talk about it. They tell their friends. Brands can become an instant success with a good experiential marketing campaign.In each case, experiential marketing is about encountering a brand in an immensive experience that engages the senses in a way that traditional advertising or marketing never has; it is a user experience.
Topic 2-Traditional VS. Experiential Marketing
Traditional marketing comprises those advertisements apromotions typically associated with marketing. Billboards, flyers, and television commercials are all examples of traditional marketing. These methods are effective in getting your name and your mission to the public, but attaining a personal touch is difficult through traditional marketing.As the name suggests, experiential marketing focuses on the experiences and the emotions of the customer. Experiential marketing allows customers to take ownership of a product's marketing because they have an emotional investment in that product. (Bartlett and Ghoshal, 2009, 34). Demonstrations and taste tests are common examples of experiential marketing; they draw customers to the product, give them a reason to remember the product and, hopefully, customers will give a good recommendation to their friends.

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Experiential marketing is about letting your customers experience the benefits of your product or service by themselves instead of marketing it to them. This gives them a better decision making ability, and the experience seals a customer’s confidence in your product or service firmly, as he or she now has first-hand information and experience regarding the product or service. It also pulls the emotional cords of consumers and thus helps increase awareness of and loyalty towards your brand. It also helps marketers save tremendously on their marketing costs, as costly promotional schemes and other marketing gimmicks to target and lure the consumer are no longer needed. The best part is that experiential marketing brings the marketer face-to-face with the consumer. (Gati and Ben, 1990, 263).
The difference between traditional and experiential marketing may be considered a battle of old versus new philosophies, which is both true and untrue. Companies have used both traditional and experiential marketing for decades and will continue to do so in the future. However, as companies attempt to keep their costs down, experiential marketing is a more viable option. Instead of paying for a newspaper ad that is only useful for one day, a company can spend that same money to reach a group of customers that can market the product on the company's behalf. Today, the strength of a product or service alone does not sustain it for long. New products are constantly introduced into the market with better features, making it difficult for marketers to win customer loyalty. This leads to a rise in advertising spending by each player in an attempt to win customers, creating a lot of noise in the market. Experiential marketing helps customers relate to and distinguish a product from others available on the market by

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experiencing it first-hand. For marketers, this type of marketing helps in creating brand awareness and makes the brand stand out from the competition.
Topic 3-The Characteristics of Experiential Marketing
The literature review pertaining to the three dimensions of experiential marketing suggests a number of different elements of each dimension (Gati and Ben, 1990, 263). This leads to one of the main questions that drives this dissertation: what are the essential characteristics of experiential marketing? That is, is it possible to distil all of the elements of the three dimensions down to those aspects that underlie experiential marketing and distinguish it from other forms of marketing? Based on an analysis of the elements of the three dimensions, this dissertation proposes that there are four main characteristics of experiential marketing: 1) narratives, 2) connectivity, 3) liminality, and 4) multiplicity. Unlike the specific elements, these characteristics represent broad concepts that encompass multiple aspects of experiential marketing across the three dimensions. While it helps to separate these characteristics in order to facilitate the examination of their properties, this approach should not suggest that they are unrelated in theory or practice.
Topic 4-Narratives
The first proposed distinguishing characteristic of experiential marketing is narratives (Holt and Douglas, 1995, 1). A narrative, which derives from narratology and narrative discourse, refers to the properties and relationships of a narrative (Ducoffe and Curlo, 2000, 247). For this dissertation, a narrative is defined as a story that functions as an organizing structure or framework that is used to make sense of experiences or events (Cook et al.2004,

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2). In fact, it has been argued that narrative is the mode of thought that best captures the experiential particularity of human action and intentionality (Bilen and Devan and Okudan, 2002, 889). The narrative properties include its formal structure and contextual features (Bartlett and Ghoshal, 2009, 34). The structure of a narrative refers to the elements of temporality and causality that are used to suggest relationships between entities and events (Anon et al. 2009, 2). Elements of the narrative structure include themes, plots, characters, and settings. The context of a narrative refers to the specific events or experiences represented in the story (Agrawal et al. 2004, 26). Elements of the narrative context include time, goals, and outcomes. The narrative relationship refers to the process by which the story or theme is transmitted by a narrator and interpreted by a narrate (Aaker and David and Joachimsthaler, 2009, 137).
The process of theme involves applying particular meanings and/or symbols to a marketing experience (Tarnacha and Maitland, 2008, 67). The theme typically transcends the experience and is often based upon a much more abstract and symbolic cultural reference (e.g., progress, nostalgia, or paradise) (Holt and Douglas, 1995, 1). Gati and Ben, (1990, 263) offer five principles that should be considered when choosing and developing an experiential theme: 1) the theme should alter a guest’s sense of reality; 2) the theme should address alternate forms of space, time, and matter; 3) the theme should integrate space, time, and matter into a cohesive whole; 4) the theme should be enhanced by creating multiple instantiations of it within a space, and 5) the theme should correspond with the firm staging the experience. Because the experiential literature suggests that theme is a critical factor in creating and staging a marketing experience (Dahlén and Edenius, 2007, 42), this dissertation seeks to

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empirically determine its importance to experiential marketing and the particular role it plays in the overall process. In addition to a theme, the literature suggests that a marketing experience should convey some type of story (Bartlett and Ghoshal, 2009, 34). Themes by themselves are fairly abstract ideas that need to be brought to life for the customer. One way to instantiate the theme of a marketing experience is to present it as a story in the form of theatre (Barczak et al.2003, 56). In order to develop “experiential theatre” or “theatres of consumption,” marketers can apply the elements of performance (Anon et al. 2009, 2). According to performance theory, staged events consist of four things: drama, script, theatre, and performance (Agrawal et al. 2004, 26). The drama is the story, the script is the means to transmit the story, the theatre is the context of the story, and the performance is the production of the story. Applying this to a marketing experience, the theme provides the basis for the story the firm wants to convey, the script describes the particular manifestation of the story, the theatre is the instantiation of the story, and the performance is the enactment of the story (Aaker and David and Joachimsthaler, 2009, 137). Research has found that the communicative staging of the experiential environment is an important component of a marketing experience (Arnould et al. 1998).
Topic 5-The Dimensions of Experiential Marketing
The purpose of this section is to examine the three dimensions of experiential marketing based on the extant literature. Part of the problem with understanding experiential marketing is that the literature often does not clearly make these distinctions and blurs elements of one into the other (Gati, Ben, 1990, 263). Thus, in an effort to facilitate our understanding of experiential marketing, this section will extract from the literature what has been proposed and

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what we know on each dimension. The first part will examine the experiential subject, the second part will examine the experiential process, and the third part will examine the experiential object (Elliott, Speck, 1998, 29). In order to translate the three dimensions of an experience into a more marketing oriented context, I will label the experiential subject as the consumer experience, the experiential process as the experiential interface, and the experiential object as the marketing experience. The consumer experience refers to the consumer inputs and outputs associated with the experience. The experiential interface refers to the process in which the consumer and offering interact. The marketing experience refers to the market-based offering that is specifically created and staged for the consumer (Bradley, Lang, Cuthbert, 1993, 970).
Topic 6 -The Experiential Interface
While the experiential consumption literature has addressed some issues concerning the consumer experience, much of the literature focuses on the experiential process, or what I call the experiential interface. That is, much of the literature is focused on the factors that are involved in the process of consuming experiences. In addition, the literature has also focused on the factors that are involved in producing experiences (versus elements of the offering) (Cook, 2004, 1). As a result, I resisted calling this dimension either the consumption experience or the production experience because it privileges one side of the equation over the other.
Cook, (2004, 1) highlight how river rafters develop a sense of communities, or a feeling of belonging and group focus on a common goal. One way this is done is through a levelling process of removing items that differentiate group members and by engaging in teamwork activities. Although the establishment of rules and norms facilitates the building of

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communities, the playful aspects of the experience also facilitate the construction of community. The study of the mountain men experience by Anon, (2009, 2) showed the similar findings in the construction of communities, with the additional element of shared fantasy engagement. The mythic and symbolic elements of the experience that are shared by the participants often influence the feeling of community. This is evident in Tarnacha, Maitland, (2008, 40) studies of both Star Trek fans and Burning Man participants in terms of how both groups use different types of myths and symbols to develop utopian and non-commercial communities.
Topic 7-The Advertisement is encountered in a Realistic Setting
The second component of the non-traditional conceptualization is that the advertisement is encountered within a realistic setting. From the research obtained through Agrawal et al. (2004, 26), encountering the message within a realistic setting describes how viewers should interact with messages through non-mass mediated channels that they encounter as part of their daily functions, such as placing advertisements directed towards young adults on university campuses or messages targeting travellers on buses or trains.
Topic 8-The Advertisement Promotes Novelty through Divergence
The third component of non-traditional advertising is that the advertisement promotes novelty through divergent approaches in the advertisement medium and message. A compilation of research on non-traditional advertising has identified three distinct characteristics that influence the production of novel advertisements: the ability to transcend the traditional advertising schema, the integration of the advertisement into daily functions, and the priming of the advertisement to enhance the consumer experience (Holbrook and

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Morris and Kim and Corfman, 1985, 32). Each of these characteristics integrates into the identified variables of orienting response to show how non-traditional advertisements can target audiences with novel mediated messages.
Topic 9-Transcending the traditional advertising schema
Non-traditional advertisements can generate novel advertising stimuli through their ability to transcend the traditional advertising schema. Agrawal et al. (2004, 26) described the traditional advertising schema as the subconsciously produced reaction of audiences towards advertisements when they are recognized as such. According to the researchers, when a mediated message is perceived as an advertisement it causes the viewers to habitually react to the message, leading to various avoidance practices. The traditional advertising schema thus suggests that familiarity results in avoidance, a claim that has been supported by research including Gati and Ben, (1990, 263), which found that medium familiarity led to advertisement avoidance. Specifically, Agrawal et al. (2004, 26) found that the increased recognition of media functions allows audiences to anticipate advertisements before they appear and thus avoid them altogether. Take for example the television commercial break. Since many consumers are aware of the typical television program format, they can anticipate that a commercial break is forthcoming when the show begins playing music or the screen fades to black (Ducoffe and Curlo, 2000, 247).
This knowledge of the medium allows the viewer to switch the channel as the advertisements commence, revealing both their desires to avoid the advertising messages as well as their knowledge of the consumed medium. Non-traditional advertising transcends the traditional advertising schema by breaking through the habitual confines of traditional

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advertising. This does not mean that non-traditional advertising manipulates consuming audiences into classifying the advertisement as something other than advertising, as suggested in Agrawal et al. (2004, 26), but instead relies on the unfamiliarity of the message and placement to generate cognitive advertisement processing, ultimately increasing attitude towards the advertisement and recall. One means through which non-traditional advertising transcends the traditional advertising schema is through medium and message creativity (Cook et al.2004, 2). Creativity is the caveat in producing novel advertisements as research shows that audiences view creativity as the exceptional rather than the typical within the advertising market. Prior research on the use of advertising creativity suggests its potential to transcend the traditional advertising schema. One example is (Agrawal et al. 2004, 26), which found that creative messages and placements increased unaided brand recall. Likewise, Holt and Douglas, (1995, 1) found that creative executions influenced both the credibility of the medium and message as well as attitude towards the message in general. Gati and Ben, (1990, 263) provided the most applicable evaluation of creativity in describing how it is marked by divergence, or extent to which something is different or novel. The focus on divergence as the generator of non-traditional advertising creativity is realized through an examination of the traditional advertising methods. Researcher including Agrawal et al. (2004, 26) has identified the repetitive nature of traditional advertising practices, which have been limited in both medium selection (television, radio, press) as well as message design (full page advertisement, 30- second spot, etc).
From the limiting execution of traditional advertising practices, the research shows consumers view advertising as a limited collection of cluttered media channels utilizing similarly

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designed mediated messages. With little divergence available within traditional advertising practices, non-traditional advertising can use divergence to build novelty for both the advertising medium and message. Specifically, studies including Holbrook and Morris and Kim and Corfman, (1985, 32) and Bilen and Devan and Okudan, (2002, 889) have discussed medium divergence in their evaluations of out of home media, revealing how the creativity of the advertising medium has resulted in greater attention to and recall of the advertisement. Whereas no specific studies have focused on the message content, divergence could be applicable through the integration or priming of the message to the audience, two characteristics that will be discussed in greater detail later in this section. By focusing on more divergent approaches, non-traditional advertisements should transcend the traditional advertising schema, resulting in greater cognitive processing.
Topic 10-Consumer buying behaviour in relation to Advertisement
Advertiser’s primary mission is to reach prospective customers and influence their awareness, attitudes and buying behaviour. They spend a lot of money to keep individuals (markets) interested in their products. To succeed, the need to understand what makes potential customers behave the way they do.The advertisers goals is to get enough relevant market data to develop accurate profiles of buyers-to-find the common group (and symbols) for communications this involves the study of consumers behaviour: the mental and emotional processes and the physical activities of people who purchase and use goods and services to satisfy particular needs and wants (Arens, 1996). Proctor et al. (1982) noted that the principal aim of consumer behaviour analysis is to explain why consumers act in particular ways under certain circumstances. It tries to determine the factors that influence consumer behaviour,

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especially the economic, social and psychological aspects which can indicate the most favoured marketing mix that management should select.
Consumer behaviour analysis helps to determine the direction that consumer behaviour is likely to make and to give preferred trends in product development, attributes of the alternative communication method etc. consumer behaviours analysis views the consumer as another variable in the marketing sequence, a variable that cannot be controlled and that will interprete the product or service not only in terms of the physical characteristics, but in the context of this image according to the social and psychological makeup of that individual consumer (or group of consumers). Economic theory has sought to establish relationships between selling prices, sales achieved and consumers income, similarly,advertising expenditure is frequently compared with sales. On other occasions financial accounting principles maybe applied to analyse profit and losses.
Topic 11- Role of Online marketing
Nike uses online marketing strategy. For this, Nike will have a website and a promotional campaign like banner advertising, search engines, emails to customers as well as links to customers. In simple words, internet is the basic tool for online marketing (Cook et al.2004, 2).
In the digital world, marketing communications is concerned with creating presence, creating relationships, and creating mutual value. The Internet as a marketing channel is interactive, accessible, ubiquitous, and integrates marketing communication with commercial transactions and service delivery. As a channel, the Internet both sends content to an audience, and acts as a route to a group of customers (Aaker and David and Joachimsthaler, 2009, 137).

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Online marketing communication is a method used by online firms to communicate to the consumer and to strengthen brand expectations. Online marketing consumers seek out information and advertising as the indicators of communication.
Different forms of online marketing communication include online advertising, e-mail marketing, and public relations. Online advertising is defined as a paid message on a web site, online service, or other interactive medium. There are a number of different forms of online advertisements: banner ads (a pop-up image that comes out in the margin or other advertising space in a variety of shapes and sizes when you open a web site), search engines (identifies web pages that appear to match keywords), and sponsorships (a paid effort to tie an advertiser’s name to particular information events) (Barczak et al.2003, 56).
The online marketing by the company utilizes the power of electronic commerce to sell and market products. Electronic commerce refers to any market on the internet. Electronic commerce supports selling, buying and trading of products or services over the internet. Online marketing forms a subset of electronic commerce.
There are newer marketing techniques being invented all the time. It is significant to know how the trend would be. Companies are inventing new techniques to find better ways to make revenue and establish their brand on the internet. Consumers are becoming more and smarter. They don’t want to be a party to the internet advertising campaigns made by companies unless they get some incentive in doing so (Tarnacha and Maitland, 2008, 67). They would be quite keen in participating in campaigns provided they are compensated in some way by the companies.

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Topic 11-The Marketing Experience
Environmental relationship refers to the connection that the customer has with the marketing experience. It can range from absorption, in which the customer is mentally connected to the experience (e.g., watching a movie), to immersion, in which the customer is physically (or virtually) connected to the experience (i.e., Renaissance festivals). Based on these two dimensions, four “realms” of marketing experiences can be identified: 1) entertainment, 2) education, 3) aesthetic, and 4) escapist. Entertainment experiences are characterized by passive participation and absorption, and would include most types of performances (e.g., plays, musicals, and operas) (Berkowitz, David, Hill, John, 2006, 40). Educational experiences are characterized by active participation and absorption, and would include offerings like science museums, children’s museums, and zoos. Aesthetic experiences are characterized by passive participation and immersion, which would suggest venues like national parks, art galleries/museums, and heritage sites. Escapist experiences are characterized by active participation and immersion, and would include venues like amusement/theme parks, casinos, and cruises. While it is possible to define all marketing experiences narrowly in terms of these four categories, Holbrook, Morris, Kim, Corfman, (1985, 32) argue that the richest marketing experiences are those that encompass all four realms. Renaissance festivals are a good example of a marketing experience that offers entertainment experiences (e.g., the joust), educational experiences (e.g., blacksmith demonstrations), aesthetic experiences (e.g., the medieval village), and escapist experiences (e.g., manually controlled rides).
All of these facilitate the experiential interface and the consumer experience. Anon, (2009, 2) in their study of rock concerts, argue that the performers and the atmosphere are

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also important elements of an experiential offering. These elements both direct the consumers’ attention and influence the type of experiential effect the consumers will have. Although the consumer’s experience is very personal, researchers argue that the marketing experience needs to be designed with the experiential effect in mind. In fact, the earliest research suggests that it is the multidimensional, subjective, and holistic way that the offering affects the consumer that distinguishes a marketing experience. Dahlén, Edenius, (2007, 33), argues that the best experiential offerings affect the consumer in multiple ways. He argues, ideally, marketers should strive strategically for creating holistically integrated experiences that possess, at the same time, SENSE, FEEL, THINK, ACT, and RELATE qualities. Tarnacha, Maitland, (2008, 40) argue that all of these elements need to be be incorporated into the three main components of a marketing experience: 1) the offering, 2) the service, and 3) the atmosphere. In addition, the company must carefully control and manage all of the elements across these three components to deliver a successful experience.
In keeping with the managerial perspective, Elliott, Speck, (1998, 29), in their analysis of the Rose Center for Earth and Space in New York, argue that three critical factors of a marketing experience include integration (i.e., all the elements of the offering must symbolically fit together), updating (i.e., the offering must continuously incorporate innovation), and skill recognition (i.e., the offering must be accessible to consumers with varying skill levels). On this last element, Cuthbert, Schupp, Bradley, Birbaumer, Lang, (2000, 111) emphasize the important role of employees, or what I call “experience providers,” in the deliverance of the marketing experience. In many cases, they are not merely service providers, but are an essential element of the offering (e.g., the Disney characters). Lastly, it has been

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proposed that three conditions to creating a successful marketing experience include a responsive customer base, congruent positioning throughout the experience, and the ability to connect with customers.

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CHAPTER 3: METHODOLOGY
Introduction
This chapter details the methodology used to conduct the research study. Development of sampling size, design, measures, data collection procedures, data analysis and ethical considerations will follow.
Research Paradigm
Webster Dictionary defines paradigm as "an example or pattern: small, self-contained, simplified examples that we use to illustrate procedures, processes, and theoretical points." The most quoted definition of paradigm is Thomas Kuhn's (1962, 1970) concept in The Nature of Science Revolution, i.e. paradigm as the underlying assumptions and intellectual structure upon which research and development in a field of inquiry is based.
In this research study the Pragmatic approach was used. The pragmatic approach consists of qualitative and quantitative research methods. The need for selecting this approach is that it would be helpful to attain the data via survey as well as via interview methods.
Appropriateness of research design
For this research study the mixed methodology was used, which included qualitative as well as quantitative research methods.
Research Method
Mixed methodology was used in this research method. the advantage of using this method was that it helps in gathering numerous types of data for attaining the variables’ understandings that would help the researcher to attain the most appraoriate data.

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However, the use of multiple types of research means that the researcher needs be competent in the various types of study being conducted. Additionally, mixed-method research can take longer to complete because of the multiple phases of research and multiple forms of data being collected.
Mixed methodology
The research study employed mixed methodology; in this study the quantitative and qualitative research methods were used. The reason of employing quantitative research method is because it is useful in examining experimental and non-experimental research projects. Quantitative research methods require a specific approach to sampling and statistical analysis. The quantitative methods address various questions and hypotheses that explore interventions. Quantitative research is generally experimental, quasi-experimental, correlation or an in descriptive format where a researcher creates specific criteria to test a theory or proposition for the purpose of defining a problem in need of a solution. Quantitative research uses the deductive approach, starting with a hypothesis, and investigates to find out whether it applies to the general population, otherwise referred to as deductive analysis (Creswell 2009, 35).
Unlike the qualitative approach, the quantitative analysis is homogenized to make it possible to replicate conclusions over a larger population. Using quantitative methods, according to Cooper and Creswell (2009, 35) will measure behaviours, knowledge, opinions, and attitudes focusing on interpretive techniques to answer the many questions in the course of data gathering. Creswell (2009, 35) posits quantitative research as an investigation to social or human problems that tests a theory with a mixture of variables, measured and analyzed using a

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statistical formula to build upon a framework that explains or predicts the phenomenon of interest. A quantitative researcher’s role is to monitor the survey instruments closely such as the questionnaires, among other tools of acquiring data. Quantitative designs such as descriptive, causal-comparative and correlation designs are used to study the situation as it is. There are various types of quantitative studies that fall under the heading of descriptive quantitative research. Descriptive studies are mostly concerned with finding out what is, and rely on observation and survey methods to collect descriptive data. This type of research involves either identifying the characteristics of an observed phenomenon or exploring possible correlations among two or more phenomenon. Although it is argued that the behaviours underlying an organization are best captured using qualitative methods, a quantitative method of inquiry has been selected for this study (Creswell 2009, 35).
The advantage of using quantitative instruments is to study advertising and marketing trends. In addition, surveys are easy to administer, and because of their standardization they tend to be free from error. The most important aspect of the survey method relative to this study was the ability to generalize results from a sample to a population so that inferences can be made about the shared norms and expectations that influence the effective message deliverance (Creswell 2009, 35). Creswell (2009, 35) is of the belief that the design of any research methodology begins with a topic as well as a paradigm that helps to shape an understanding of any particular phenomenon.
The qualitative approach deeply observes human behavior and the influences that impact contextual variables. Qualitative research is a set of interpretive activities that are difficult to clearly define. Researchers employ multiple theoretical paradigms claiming use of

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qualitative research methods and strategies because it is applicable across various disciplines. Therefore, it requires a data collection instrument that is sensitive to underlying meaning when gathering and interpreting data. Individuals are best suited for this task because to adequately perform qualitative research through interviews, observations, and analysis of behaviour they are able to provide insight and detail into research tasks as well as interviewee tasks performed Qualitative research typically takes place in a setting with which the participant is familiar and involves an attempt to add greater understanding to phenomena. Qualitative researchers use inductive meaning to bring clarity to complex situations and take into account different worldviews and the perceptions that create different realities for different people.
Qualitative researchers seek theories through inductive reasoning and usually take a constructivist worldview approach, which involves seeking to develop narrative research that contributes to a greater understanding. Qualitative design includes the underlying subjective realities that help construct worldviews. Quantitative research is generalized and includes numbers to prove hypotheses. Quantitative research is deductive as researchers use the method to prove or test theories (Creswell 2009, 35). Quantitative research comes to definitive conclusions using statistical evidence and includes post positivist worldviews that focus on empirical observation and evidence. Quantitative research does not involve subjective aspects of phenomena because it involves testing theoretical conclusions. A qualitative, phenomenological approach was utilized in the current study. The phenomenological method involves an attempt to understand human experience from the participants’ worldview.
Phenomenological researchers aim to understand the individual as well as the environment because individuals and the environment are typically viewed as one

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embodiment. Realities are subjective in phenomenological research, meaning they vary depending upon the circumstance and experiences of the participants. Phenomenologist seeks the true essence of lived experience and attempt to elucidate the phenomena of behaviour in their environment. The current study involved an attempt to understand the lived, professional experiences of virtual team members (Creswell 2009, 35). The only way to understand these aspects and perspectives is through phenomenological research. As such, a phenomenological approach was used to capture these elements. Qualitative research provides a foundation by exploring phenomena. The focus of quantitative research is statistics and data, but thorough research often needs to go beyond the data to understand the elements that contribute to numbers.
Qualitative research creates ideas that develop quantitative research and theory. The intent of this study was not to examine, test, or formulate theory, but instead involved seeking further understanding and idea development. When a lack of illumination occurs, the additional research element can often distract the reader or limit the value of the findings. As such, choosing single method for a particular study allows the researcher to exhaust the results and findings properly, instead of being distracted by a less important secondary method (Creswell 2009, 35).
By using qualitative research practices, the current study might have provided more definitive results on the practices and experiences that drive the effectiveness of message deliverance via experiential marketing and traditional advertising.

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Secondary Research Methods
Secondary data are information/data that already exist orthat has been collected by another person for a purpose.
Secondary Market Research, the company uses information gathered from other sources that appears applicable to a new or existing (Creswell 2009, 35). The advantages of secondary market research are that it is relatively cheap and easily accessible. A disadvantage of secondary research that stands out is often not specific to the research topic and data used may be biased and is difficult to validate. In this research study the already existed data that is used was about Effectiveness of message delivered through Experiential marketing as compare to conventional advertising. For collecting the abundant relevant data, various books, journals, websites were searched and data has been extracted out from those sources.
Primary Research Methods
Primary research is when you acess information directly from those that have acess to such. It can address question about past and current situation.
To make good decisions, the researcher needs good information. Just as researchers need to carefully evaluate the quality of the secondary data they need to be careful when collecting primary data, i.e. ensure their relevance, reliability, relevance and objectivity.
Observation is a primary data collection through observation of interest to the researcher by people, events and situations. Observation of as a method of study can be used for information that people are not willing or able to provide. In some cases, observation may be the only possible way to collect the required information. However, there are things that cannot be determined by observation, feelings, attitudes, motives or behaviour. Therefore,

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researchers often use the observation, in combination with other methods of collecting information; it is best for gathering descriptive information. In this research study, the questionnaire was filled by the UK consumers of different brands.
Sampling Frame
According to (Creswell 2009, 35)sampling is concerned with the selection of a subset of individuals from within a population to estimate characteristics of the whole population. Researchers rarely survey the entire population because the cost of a census is too high. The three main advantages of sampling are that the cost is lower, data collection is faster, and since the data set is smaller it is possible to ensure homogeneity and to improve the accuracy and quality of the data.
The sample selected for this research study was managers and consumers. Managers were selected from marketing department of different UK organizations; those managers were interviewed in order to determine the appropriate way of delivering messages to the consumers. For filling out questionnaire different UK consumers were selected randomly and these consumers were 100.
Data collection
This study utilized various methods in the collection of qualitative data including observation, interviews, and questionnaires. The use of multiple data collection techniques is important because it not only provides a means of triangulating the results, but it also increases the representative of the informants’ perspective. The use of mixed methods also helped to provide a thicker description of experiential marketing and traditional advertising added depth

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to the research study. The data were collected via secondary data sources. Survey method and interview techniques were used for extracting out the relevant data.
Research Instruments Used
(a) Interviews
In order to get in-depth information and insights from marketing managers, the study also utilized long interviews. The long interview was chosen over the ethnographic interview because it is more structured and efficient, thus allowing more information to be gathered over a shorter period of time. As Creswell (2009, 35) writes, it the long interview is a sharply focused, rapid, highly intensive interview process that seeks to diminish the indeterminacy and redundancy that attends more unstructured research processes. Likewise, given that the scope of the study (in terms of the number of contexts) warranted less time in the field than what is advocated by traditional ethnography, the long interview was used to compensate for the reduced amount of observation through its structure and method, though it did not completely eliminate the need for observational data to inform the interview data. The long interview is also an appropriate method because this research examines the phenomenon of interest through an a priori descriptive-theoretical framework. Creswell (2009, 35) outlines four steps in the long interview process relative to the use of a theoretical focus. In terms of the actual interviews, the interview protocols consisted of various types of open-ended questions based on the theoretical-descriptive framework.
Separate, though conceptually similar, interview protocols were created for marketing managers of the different organizations of UK. Different types of questions (e.g., descriptive, structural, and contrasting) were used to elicit various types of information from the

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interviewees. These questions began with an overall perspective of a particular marketing experience and then probed more deeply into the various elements associated with the dimensions, characteristics, and logic of experiential marketing and traditional marketing. In general, managers were asked about the nature of the offering, the role of experiential marketing in their overall strategy, and the specific elements of the offering that impacted the consumer experience.
(b) Questionnaires
In addition to interviews, quantitative questionnaires were also used to collect data. Questionnaires were used to supplement the interview data and increase the number of cases in each context. In addition, the questionnaires also provided a check on researcher bias in the interview process. A questionnaire is a set of questions designed to generate the data necessary to accomplish the objectives of the research study. The survey method of obtaining information for a research study is based on the questioning of the population who are asked a variety of questions. With the questionnaire, there were no prompts or suggestions by the researcher beyond the questions themselves to influence the respondents answers. Although the questionnaire format led to the collection of less data than the interviews, the analysis of the data found overall consistency between the questionnaire and interview responses. Questionnaire will used and that will be filled out by the selected consumers. The questions were close ended as well as open ended. The consumers of different brands were asked to fill the questionnaire and there were 100 consumers who selected randomly.

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Explanation of using Mixed Methodology
The author decided to use mixed method research since the researcher wants statistical truth as well as the understanding of the experiential marketing and conventional advertising. Qualitative research was vital to this study as it attempted to examine the effectiveness of experiential marketing as compared to conventional advertising. Quantitative descriptive research was appropriate for this study because quantitative designs are effective for answering research questions, validating or invalidating hypotheses statements, and expressing relationships between variables in a study. This phase helped in understanding the strengths and weaknesses of the marketing concepts. On the other hand, the methodology in the quantitative approach is to describe and explain features of the objective reality by collecting numerical data on observable behaviours of samples and by subjecting these data to statistical analysis. The statistical analysis examined the effectiveness of the experiential marketing as compared to conventional advertising.
Informed Consent
Securing participants in a research study on a voluntary basis and educating participants about the use of opinions in a study is important. Participants in a research study must consent to collaborate with the researcher and the researcher must collect and maintain completed consent forms for all participants from the sample whose opinions and responses are used in the research findings and conclusions. Researchers are obligated to protect a population’s responses from misinterpretation and must protect the population from exploitation under the guise of research (Creswell 2009, 35). Researchers are obligated to protect respondents’ confidentiality, right to be informed and right to privacy as a part of basic ethical behavior

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expected by researchers reporting information and drawing conclusions from respondent opinions. An Applied Consent form was distributed to every member of the population and consent forms for all participants whose responses were used in the research findings were collected and will be maintained for a minimum of three years (Creswell 2009, 35).
Confidentiality
Ethical issues are present in data collection and preserving the confidentiality of participants from the population is the responsibility of the researcher (Creswell 2009, 35). According to Creswell (2009, 35) failing to preserve the participants’ confidentiality is an abuse of the rights of the respondent. A failure to protect the confidentiality of the participants in a population could lead to resentment on the part of respondents and a refusal to take part in any future studies (Creswell 2009, 35). The potential for biased data could result from a failure to ensure confidentiality according to Creswell (2009, 35). To ensure the confidentiality of the sample in this study, there was no provision in the survey instrument for respondents to provide any personal information or information that identified the organization for which he or she works. The stratification of the sample was based upon the category that best describes the firm: (a) manufacturer, (b) wholesaler/distributor, (c) retailer, or (d) service provider (Creswell 2009, 35).
Geographic Location
Geographical location selected for conducting and selecting participants was UK region.
Limitations of the study
In this research study, the chances of biasness were involved in the interview responses and questionnaire responses. A limitation of the study was that respondents personally chose

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to participate in the study, even though they were randomly selected. Any difference in perceptions or outcomes that address the success or failure of the model is limited to these respondents. The study was also limited by the assumptions that all respondents answered questions openly and honestly. Research is focused on demonstrating the uniqueness of a certain group of people experiencing a phenomenon. The outcomes of this research study will be specific to those who participated in the study. The external validity of this study will be limited in that the results will not be generalized beyond the study group due to limited sample size.
Sources for searching literature
In order to attain the most suitable literature or data for the research study numerous libraries were searched. These libraries were Proquest, Ebsco host, Emerald, JSTOR, Ingenta Connect, and Science Direct etc. there were different peer reviews searched for extracting out relevant information, and websites were also taken into consideration. In data were also collected from the questionnaire and interview responses.

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CHAPTER 4: ANALYSIS AND DISCUSSION
Introduction
In this section the analysis and discussion of the findings from the interview responses and from the questionnaire responses was done. In this section apart from the responses the research questions which already mentioned in the chapter 1 were discussed here in details. The statistical software SPSS used for analyzing and interpretation the findings.
Descriptive analysis of Questionnaire
This chapter includes the questionnaire analysis in detail and the data has been extracted out from the UK consumers who are using different brands. The data which were collected from the consumers were from structured questionnaire. In this research study the SPSS software was used in this analysis chapter.
Gender Male 50% Female 50%

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The above table depicted the gender description of the selected sample. For this research study the gender selected was equal. Researcher has not done any gender discrimination while selecting sample for this study.
Education High school 30% College 30% Graduate 40%
The above table depicted the educational background of the selected sample. Majority of the respondents selected were having graduate degree and the school going and college going respondents were of equal numbers.

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Do availability of the product affects your purchasing decisions?
Yes 85% No 15%
In the above table the question was asked from the selected sample regarding their buying decisions and availability of the products in the market. The respondents replied in majority that availability of the product has an imminent importance and they purchase that product which by the purchasing time is present. This shows that the availability of the product has a significant role which influences the purchasing decisions.

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Do you watch billboards while travelling?
Yes 65% No 35%
In the above table the question was asked from the selected sample that they watch billboards or not. The respondents replied in majority that they do watch but billboards do not influence their purchasing decisions much. This shows that placing ads on billboards do have importance but usually this is not a significance medium of advertising for attracting customers or transmuting brand message to them.
Do you watch advertising while watching television or listening radio? Yes 40% No 60%

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In the above table the question was asked from the selected sample that they watch advertisements on TV or listen ads on radio or not. The respondents replied in majority that they do watch advertisements and switch the channel. This shows that television and radio are not an efficient medium for message delivering of any brand.
Are you customer loyal of any brand? Yes 40% No 60%
In the above table the question was asked from the selected sample that they are loyal to any brand or not. The respondents replied in majority that they in this competitive world

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with every passing time new brand replacing the old one. Majority of the respondents are so brand loyal so it is challenging task for companies to attract and retain their customers.
Do you try different brands which get entered in the market? If so then what makes you try new brands? Yes 40% No 60%
In the above table the question was asked from the selected sample that they are loyal to any brand or not. The respondents replied in majority that they in this competitive world with every passing time new brand replacing the old one. Majority of the respondents are so brand loyal so it is challenging task for companies to attract and retain their customers.
How do you know about the daily offers of any brands? BTL medium 60% ATL medium 40%

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In the above table the question was asked from the selected sample regarding their awareness about the new brand. The respondents replied that they come to know by word of mouth or through television ads. There are numerous respondents who said that they come to know about the product by going to the shop and experienced some promotional activities there. Respondents said that their life is quite busy and they do not find time to watch ads on TV etc. so when they experience product in any shopping malls or roads they get to know about the new product.
Do prices of the product affect your purchasing decision?
Yes 70% No 30%

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In the above table the question was asked from the selected sample regarding whether the price of the products. The respondents replied that they come to know by word of mouth or through television ads. There are numerous respondents who said that they come to know about the product by going to the shop and experienced some promotional activities there. Respondents said that their life is quite busy and they do not find time to watch ads on TV etc. So when they experience any brand in any shopping mall or road they get to know about the new product.
Descriptive analysis of interview responses
(a) What do you consider as the main thing that the customer purchases?
According to the managers of different organizations of UK, to attract and influence the decision of the customers’ purchases the sole thing is to tell them the existence and uniqueness of the product. This can only be done by doing advertising of the brand. Now it’s up to the company which advertising strategy the company wants to follow. The best mixed of advertising strategies leads to increase in the customers’ loyalty and number of customers of the particular brand.

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(b) Which type of marketing your organization would use for promoting brands?
Majority of the managers said that in this competitive world, the organization must promote their brands via experiential marketing. Although the traditional methods will be used but the greatest emphasizes would be given to the experiential marketing. The reason for choosing this method is that the consumers can get more and more choices in this type of marketing. By using this method, the market becomes more competitive and this competition makes the firms to introduce something unique and creative. Direct interaction with the brand is possible with this type of marketing and more consumers’ loyalty can be attained by employing this type of marketing. this loyalty from the customers by personal interaction with the brand enables the organization to get lucrative returns and return on investment would be high.
(c) Do you think traditional marketing is failed in today’s world?
In today’s competitive world the companies are switching to implement the experiential marketing. According to many managers the traditional marketing is not failed in today’s world but many companies in order to deliver their brand information in an innovative way are following experiential marketing strategies, in order to best deliver their advertising message to the customers.
Secondary research findings
(a) Experiential Marketing and Conventional Advertising For Message Deliverance
Experiential advertising transcends the traditional advertising schema by breaking through the habitual confines of traditional advertising. This does not mean that experiential advertising manipulates consuming audiences into classifying the advertisement as something other than

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advertising, as suggested in Tarnacha, Maitland, (2008, 40), but instead relies on the unfamiliarity of the message and placement to generate cognitive advertisement processing, ultimately increasing attitude towards the advertisement and recall. One means through which experiential advertising transcends the traditional advertising schema is through medium and message creativity. Creativity is the caveat in producing novel advertisements as research shows that audiences view creativity as the exceptional rather than the typical within the advertising market. Prior research on the use of advertising creativity suggests its potential to transcend the traditional advertising schema.
One example is Holbrook, Morris, Kim, Corfman, (1985, 32), which found that creative messages and placements increased unaided brand recall. Likewise, Anon, (2009, 2) found that creative executions influenced both the credibility of the medium and message as well as attitude towards the message in general. An experience involves the interaction between both consumers and producers, so a more neutral term was chosen. Going back to the early work in experiential consumption, Cook, (2004, 1) argue that the experiential interface is focused not on the acquisition and utilization of knowledge and skills (which interestingly happens to be the underlying proposition of the service-dominant logic), but on exploratory behaviour. This discovery-based experiential behaviour is not based on problem-solving, but on lucid desire. Simply put, consumers engage experiential offerings in order to play. Anon, (2009, 2) define play as an intrinsically motivated [behaviours that] involve the expenditure of time on activities that produce experiences enjoyed for their own sake. Consumers engage experiences not to meet a need or achieve a goal, but simply to have fun. Holbrook, Morris, Kim, Corfman, (1985, 32) reinforces this view in his typology of consumption practices by describing “consumption as

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play” as an auto telic practice that has no ulterior end; it is simply interaction for interaction’s sake. But while Holbrook, Morris, Kim, Corfman, (1985, 32) argue that play is self-oriented, Holt demonstrates that it is also other-oriented. For Holbrook, Morris, Kim, Corfman, (1985, 32) play allows consumers both to share their experiences with others (i.e., communing) and to entertain others (i.e., socializing). Building on this social framework of play, Holbrook, Morris, Kim, Corfman, (1985, 32) emphasize the rules that are part of play and argue that while the structured aspects of play allow for consumers to be manipulated and seduced, it also provides them opportunities to be subversive by breaking the rules. Anon, (2009, 2) demonstrate that in an experiential context, issues of self-orientation and other-orientation are woven together in a rule-based environment in which consumption is dialectically negotiated as all participants endlessly adapt and change.
Tarnacha, Maitland, (2008, 40) provided the most applicable evaluation of creativity in describing how it is marked by divergence, or extent to which something is different or novel. The focus on divergence as the generator of experiential advertising creativity is realized through an examination of the traditional advertising methods. The repetitive nature of traditional advertising practices, which have been limited in both medium selection (television, radio, press) as well as message design (full page advertisement, 30-second spot, etc). From the limiting execution of traditional advertising practices, the research shows consumers view advertising as a limited collection of cluttered media channels utilizing similarly designed mediated messages With little divergence available within traditional advertising practices, experiential advertising can use divergence to build novelty for both the advertising medium and message. Specifically, studies including Holbrook, Morris, Kim, Corfman, (1985, 32) and

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Cook, (2004, 1) have discussed medium divergence in their evaluations of out of home media, revealing how the creativity of the advertising medium has resulted in greater attention to and recall of the advertisement. Whereas no specific studies have focused on the message content, divergence could be applicable through the integration or priming of the message to the audience, two characteristics that will be discussed in greater detail later in this section. By focusing on more divergent approaches, experiential advertisements should transcend the traditional advertising schema, resulting in greater cognitive processing.
(b) Evaluating Consumer’s Attitudes in Advertising
Initial research into experiential advertising has revealed that it can, comparatively, produce more favourable audience attitudes than traditional advertising practices. This finding is realized in (Barczak, 2003, 56). Their study incorporated a 2x2 design (product x placement) using an eggshell as a experiential placement for a fictitious insurance company and an elevator panel for a fictitious energy drink, each of which were protested and shown to have strong product-to-placement correlations. Newspaper advertisements served as the traditional media comparisons for each product. The results from Tarnacha, Maitland, (2008, 40) revealed that consumers expressed more favourable attitudes towards experiential placements, as the data found significantly more positive results regarding attitude towards the non traditional placements compared to the traditional. Additionally, the study identified that the respondents found the actual experiential advertisement as well as the non traditional medium to be more credible than the traditional placement. According to Cook, (2004, 1) people buy things not only for what they can do, but also for what they mean.” He argued that there is often a relationship between a consumer’s lifestyle and the symbolic meanings of a product. In 1982, Holbrook and

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Hirschman provided the first systematic study of the consumer experience by outlining an “experiential view” of consumption. Their experiential view focuses on the subjective and holistic experiences that consumers have with offerings rather than the objective and problem- solving nature of the decision making process.
According to Holbrook and Hirschman, this experiential perspective is phenomenological in spirit and regards consumption as a primarily subjective state of consciousness with a variety of symbolic meanings, hedonic responses, and aesthetic criteria. In contrasting their experiential view with the information processing model, they argue that consumers utilize different inputs and obtain different outputs in an experiential context. Consumer experiential inputs include psycho-temporal resources and desires. Consumer experiential outputs include imagery (e.g., fantasies and daydreams), emotions, and ludic activities (e.g., play). Though not dealing specifically with experiences, a recent article by Berkowitz, David, Hill, John, (2006, 40) also examines the inputs that consumers bring to experiential consumption. They argue that consumer inputs include social (e.g., family, brand, consumer, and commercial relationships), cultural (e.g., knowledge and skills, life projects, and imagination), and physical (e.g., sensory-motor endowment) resources. In addition to outlining the experiential view of consumption, Hirschman and Holbrook also examine the intrinsically motivated hedonic aspects of consumption (Tarnacha, Maitland, 2008, 40). According to the authors, hedonic consumption designates those facets of consumer behaviour that relate to the multi-sensory, fantasy, and emotive aspects of one’s experience with products. Despite the success of their study, Dahlén, Edenius, (2007, 33), design is flawed by the use of an experimental setting in lieu of realistic placements. Specifically, Holbrook, Morris, Kim,

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Corfman, (1985, 32) utilized an experimental design that relied on photographs of the placements to serve as a viable proxy for the actual placement. As a result, their findings were ultimately hindered by the inability of participants to encounter the messages within the actual proposed experiential settings.
(c) Advertising Increase Attitude and Recall
In describing the emergence of consumer culture, Tarnacha, Maitland, (2008, 40) highlighted the ability of early advertising efforts to engage audiences with uniquely creative and powerful messages, promoting new products ranging from mouthwash to insurance coverage. With the upward expansion of mass media from print media to nationally broadcasted television and radio programming, the innovative messages and the channels used to convey advertisements appeared to engage audiences through their novelty. Yet, research shows that advertising has lost its appeal in consumer culture. Holbrook, Morris, Kim, Corfman, (1985, 32) for example, identified the gradual decline of consumer attitudes towards advertising from the 1930s to the 1980s, attributing the decline to factors including rising clutter and the intrusion of advertising messages. The noted change in attitudes appeared to result from increasing consumer familiarity with current advertising efforts. Bilen, Devan, Okudan, (2002, 889) noted that the creative and engaging message has become the exception rather than the norm in today’s advertising environment as the promotional landscape is cluttered with a barrage of otherwise forgettable messages.
Likewise, Berkowitz, David, Hill, John, (2006, 40) have identified an inverse relationship between medium familiarity and advertisement recall, revealing how audiences both ignore and avoid advertisements on the media channels they regularly consume. Such findings suggest

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that traditional advertisements may no longer be effective at garnering the attention of audiences or raising consumer awareness of promoted goods and services. As research continues to reveal the growth of clutter and advertisement avoidance, advertisers have begun examining experiential advertising as a means of reaching audiences. Experiential advertising has been defined as advertising found outside of the home or work environment, where traditional television, radio, and print advertisements are found. Preliminary research on experiential advertising has revealed that it can be utilized to increase consumer attitudes towards the advertisement as well as advertisement recall.
One potential reason for the success of experiential advertising is its ability to break away from the habituation of traditional advertising by utilizing unique media and messages to target the consumer in an unexpected fashion. The effectiveness of this departure from recognized advertising practices may be explained by the theory of orienting response. Identified by Agrawal, (2004, 26) as the mental and bodily responses exhibited when an individual encounters a novel stimulus, the theory suggests that familiarity has an inverse relationship with the cognitive response to the stimulus. It proposes that stimuli viewed as more unique will generate more attention than those classified as typical. Applied to the practice of advertising, orienting response can be used to explain why consistent exposure to certain advertisements or advertising media may result in less cognitive responses to the presented messages. The focus on cognitive response is emphasized as research including Barczak, (2003, 56) has found that cognitive media processing can generate greater viewer arousal, ultimately leading to increases in attitude and recall, among other variables. Despite the potential of experiential advertising to increase consumer attitudes and recall, little

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research exists regarding this alternative advertising approach. The lack of research most likely stems from two apparent limitations of experiential advertising studies. First, preliminary research has not offered a satisfactory conceptualization of experiential advertising.
According to Benady, Simonian, (2005, 13), a conceptualization of a term should produce a specific, yet encompassing definition that incorporates both the indicators and aspects of the concept. Examining the current pool of non traditional advertising definitions reveals a series of studies that predicate identifications of the term on individual researcher perceptions of experiential advertising examples, not on recognized characteristics. The ambiguous nature of the concept of non traditional advertising thus raises questions of reliability among initial studies in producing clearly defined and supported examples of experiential advertisements. For example, studies such as Benady, Simonian, (2005, 13) and Dahlén, Edenius, (2007, 33), have debated the classification of cinema advertisements. Whereas Holbrook, Morris, Kim, Corfman, (1985, 32) classified cinema advertisements as part of traditional advertising practices, others including Dahlén, Edenius, (2007, 33), have evaluated cinema advertising as a experiential practice.
In each example, the researchers have used limited rationale for their classification of the advertisements as traditional or non traditional, often appearing to rely on their individual perceptions. Such examples suggest that a clearer understanding of experiential advertising is required. In addition to the lack of a formal conceptualization, experiential advertising has also suffered from a lack of perceived significance in the advertising field. Tarnacha, Maitland, (2008, 40) have noted that experiential advertising practices are limited in regards to the larger integrated marketing communication efforts, making research on this topic a secondary task.

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Only a limited amount of the advertising budget is directed towards experiential advertising, encouraging greater research attention on more significant marketing efforts including traditional advertising and public relations campaigns. Holbrook, Morris, Kim, Corfman, (1985, 32) attributed the lack of experiential advertising research to an apparent paradox in advertising studies. That is, the researchers observed that the limited budget allocations towards experiential advertising are a result of insufficient research and vice versa, suggesting that greater research into non traditional strategies can generate insight into more effective experiential advertising approaches, thus promoting increased budget allocation into this marketing practice.
Recognizing the deficiencies in experiential advertising research, this paper addresses concerns identified in early experiential advertising studies. Specifically, the work conceptualizes experiential advertising by drawing together common concepts and theoretical approaches found in the preliminary studies. Once conceptualized, an experiment is executed utilizing the established conceptualization of non traditional advertising to evaluate its influence, if any, on the recall and consumer attitudes of an unknown product (Baalbaki, Imad, Malhotra, Naresh, 2003, 19). At the conclusion of this work readers should be able to answer the following questions: 1) what defines an experiential advertisement and 2) how effective are experiential advertisements in generating recall and positive consumer attitudes as compared to traditional advertising.
(d) Customer loyalty and advertising techniques
In order to outperform competition and avoid eventual death or decline, firms must be differentiated in ways that are unique and difficult to imitate. Cost leadership no longer enables

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a firm to outperform competition for a sustained period. Enhancements in manufacturing processes can be quickly imitated by competitors and aggressive cost-cutting does not yield unique or innovative products and services that lead to customer loyalty Differentiation and focus strategies for creating sustainable competitive advantage have changed the rules for marketing in an organization (Tarnacha and Maitland, 2008, 67). No longer can a firm’s leadership direct their marketing activities toward a mass market or broad demographic grouping. There must now be a commitment at the highest levels of an organization to conducting business on the terms of the best and most valuable customers. Leveraging organizational CRM capabilities gives customers what they want, creating increased loyalty and less sensitivity to competitive offerings or price promotions. Sustainable competitive advantages are created when a firm focuses on developing unique and differentiated products and services and targets narrow buyer segments. The integration of differentiation and focus strategies yield loyal customers in profitable niche markets.
When a marketer is unable to capitalize on opportunities to capture and use data from customer interactions, the marketer is unable differentiate customers by current and future value to the firm. Firms that do not differentiate customers by current and future value cannot successfully practice differentiation or focus strategies (Ducoffe and Curlo, 2000, 247).

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CHAPTER 5: CONCLUSION AND RECOMMENDATIONS
Conclusion
The current globalization trend has impacted the way most companies perform their business activities. Nearly all firms buy, compete or collaborate with multinational and transnational corporations. Even smaller business entities that do not have foreign offices, compete in one way or another with organizations that have international presence. One major concern for firms targeting several international markets is the promotional component of their marketing mix. Advertising along with sales promotion, public relations and personal selling give rise to the promotional blend that is commonly used to persuade potential consumers to move from the awareness stage to the actual consumption of a specific product/service.
Advertising is of significant relevance to international communication and business practices because it can be utilized as an instrument to convey meaning. Advertising confers a sense of how an actual good/service may be linked to the consumers’ world defined by culturally established patterns. Experiences result from direct observation and/or participation; they are not self-generated, but induced by external stimuli. These external stimuli can be derived from product and brand experiences, environmental design, and interactions with people. Marketers have tapped into these three aspects of experience to deliver exclusive experiences to customers in order to influence their purchase decisions. This has been termed, experiential marketing.
This is increasingly significant today since an increasing number of marketers are in need of creating intense experiences to attract consumers in almost all industries. Realizing this need, as researcher argues, many commercial design practices, from urban planning to

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industrial design, have been borrowing the techniques and the logics of thematic experience design in the entertainment industry.
Looking at service experience from the perspective of awareness and image, these two authors note the importance of facilities, past experiences, word-of-mouth communications, and employee input in the design of experiential branding. Few of these factors would appear in a similar assessment of product brands and the product branding process. In contrast to the traditional marketing of consumer goods, they develop service experience branding to include place (“services cape”), people (employees and customers), process, and past experience (personal and word-of-mouth). These four factors from the service branding research of Anon, (2009, 2) represent a very different approach to consumer goods brand creation, development, and promotion. They highlight the “people” element in the consumption experience and argue that service delivery and experience staging involve real people and are not an impersonal process. It is through people’s participation and absorption in the activities that a unique guest experience is achieved. On the other hand, Anon, (2009, 2) experiential branding model centres on the customer’s response and reactions to the service experience. To capture the emotional and experiential elements of branding, Anon, (2009, 2) proposes the experience model that depicts experiential branding from five realms: sense (sensory experiences), feel (affective experiences), think (creative cognitive experiences), act (physical experiences, behaviour, and lifestyles), and relate (social identity experiences that result from relating to a reference group or culture).
Typically, research on brand experience examines the effect of one or several particular elements (e.g., lighting, music, color) on the customer’s purchasing behavior. In the hospitality

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industry, prior studies have focused primarily on elements such as color, design, employee interaction, and customer engagement.
Experiences during consumption are key determinants of customer satisfaction and brand loyalty. Hence, brands must move beyond concerns for product quality and price to concern for brand experiences. In terms of the liminal characteristics of the experiential interface, the study finds that the process is best characterized as an adventure. The data suggest that this experiential adventure is a complex relationship of two main factors: transcendence and risk. Transcendence refers to the environmental relationship between the offering and the consumer that can be classified on a continuum from absorption to immersion. Risk, in this context, refers to issues of control and predictability.
The relationship that customers have with products is not simply functional, but often symbolic. People buy things not only for what they can do, but also for what they mean. There is often a relationship between a consumer’s lifestyle and the symbolic meanings of a product.
In this research study the mixed methodology was employed. In this research, the responses of the managers and consumers proved that experiential marketing is way better than conventional advertising in today’s competitive world. The results help different companies to implement the experiential marketing for attracting and retaining their customers.
Recommendations
Companies must implement experiential more than the conventional advertising. If they are not implementing experiential marketing strategies then they have to implement the cost effective marketing techniques that would benefit them in the end because experiential

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marketing provides customers with an opportunity to interact with brands, including brand representatives, products, and services face-to-face. These personal, memorable, and engaging experiences may assist customers in becoming well acquainted with and in appreciating a brand. These experiences shape customers’ opinions of and buying preferences towards a brand; they also enhance the perceived value of the product and build brand loyalty. Thus, experiential marketing’s unique ability to reach, engages, and creates relevant connections between the brand and customers have accelerated its growth.
Experiential marketing is the use of consumer-direct channels to reach or deliver goods and services to customers without using marketing intermediaries. The promotional activity includes direct mails, catalogues, telemarketing, interactive televisions, kiosks, websites and mobile devices. Experiential marketing seeks a measurable response, typically customer orders. Sometimes marketers call experiential marketing direct-order marketing. Many direct marketers use experiential marketing to establish a long-term relationship with customers.
For example, during Ford’s launch of a new automobile in Los Angeles, brand representatives provided customers with individual service and educated them about the car, which helped convince customers that this automobile could satisfy their desires. During this activity, customers formed fantasies about the experience of owning the car, leading to brand loyalty. After partaking in engaging and memorable experiences, consumers may generate buzz” by sharing their experiences with family, friends, and colleagues through positive word- of-mouth.
Two-way experiential marketing is one of the fastest-growing avenues for servicing customers. A few business marketers have turned to direct mailings and telemarketing to