Sensory Marketing Prepared By ASSAL NCIB - Digital Marketer At YM DIGITAL Agency Sensory marketing can be defined as marketing that engages the consumer’s senses and affects their perception, judgment and behavior. The goal of sensory marketing is to engage with customers on an emotional level by generating certain beliefs, feelings, thoughts and opinions.

1. SENSORY MARKETING
PRESENTED BY: ASSAL NSIB
‫اﻟﺤﺴﻲ‬ ‫اﻟﺘﺴﻮﻳﻖ‬
‫ﻧﺼﻴﺐ‬ ‫آﺻﺎل‬ :‫ﺗﻘﺪﻣﻪ‬
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2. Sensory Marketing
Sensory marketing can be defined as marketing that engages the consumer’s senses and affects their
perception, judgment and behavior. The goal of sensory marketing is to engage with customers on an
emotional level by generating certain beliefs, feelings, thoughts and opinions.
‫وﺣﻜﻤﻬﻢ‬ ‫إدراﻛﻬﻢ‬ ‫ﻋﻠﻰ‬ ‫وﻳﺆﺛﺮ‬ ‫اﻟﻤﺴﺘﻬﻠﻚ‬ ‫ﺣﻮاس‬ ‫ﻳﺸﺮك‬ ‫ﺗﺴﻮﻳﻖ‬ ‫أﻧﻪ‬ ‫ﻋﻠﻰ‬ ‫اﻟﺤﺴﻲ‬ ‫اﻟﺘﺴﻮﻳﻖ‬ ‫ﺗﻌﺮﻳﻒ‬ ‫ﻳﻤﻜﻦ‬
‫ﺗﻮﻟﻴﺪ‬ ‫ﺧﻼل‬ ‫ﻣﻦ‬ ‫اﻟﻌﺎﻃﻔﻲ‬ ‫اﻟﻤﺴﺘﻮى‬ ‫ﻋﻠﻰ‬ ‫اﻟﻌﻤﻼء‬ ‫ﻣﻊ‬ ‫اﻟﺘﻔﺎﻋﻞ‬ ‫ﻫﻮ‬ ‫اﻟﺤﺴﻲ‬ ‫اﻟﺘﺴﻮﻳﻖ‬ ‫ﻣﻦ‬ ‫اﻟﻬﺪف‬ .‫وﺳﻠﻮﻛﻬﻢ‬
.‫ﻣﻌﻴﻨﺔ‬ ‫وآراء‬ ‫وأﻓﻜﺎر‬ ‫وﻣﺸﺎﻋﺮ‬ ‫ﻣﻌﺘﻘﺪات‬
‫اﻟﺤﺴﻲ‬ ‫اﻟﺘﺴﻮﻳﻖ‬
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3. ● Thinking about sensory effects is an established practice in some consumer
industries, such as food, cosmetics, and hospitality.
● Marketing researchers are starting to realize how powerful the responses to
unconscious stimuli can be.
●
‫ﻣﺜﻞ‬ ، ‫اﻻﺳﺘﻬﻼﻛﻴﺔ‬ ‫اﻟﺼﻨﺎﻋﺎت‬ ‫ﺑﻌﺾ‬ ‫ﻓﻲ‬ ‫راﺳﺨﺔ‬ ‫ﻣﻤﺎرﺳﺔ‬ ‫اﻟﺤﺴﻴﺔ‬ ‫اﻟﺘﺄﺛﻴﺮات‬ ‫ﻓﻲ‬ ‫اﻟﺘﻔﻜﻴﺮ‬
.‫واﻟﻀﻴﺎﻓﺔ‬ ‫اﻟﺘﺠﻤﻴﻞ‬ ‫وﻣﺴﺘﺤﻀﺮات‬ ‫اﻷﻏﺬﻳﺔ‬
●
.‫اﻟﻼواﻋﻴﺔ‬ ‫ﻟﻠﻤﻨﺒﻬﺎت‬ ‫اﻻﺳﺘﺠﺎﺑﺎت‬ ‫ﻗﻮة‬ ‫ﻣﺪى‬ ‫ﻳﺪرﻛﻮن‬ ‫اﻟﺘﺴﻮﻳﻖ‬ ‫ﺑﺎﺣﺜﻮ‬ ‫ﺑﺪأ‬
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4. The author of the book Customer Sense: How the 5 Senses Influence
Buying Behavior, got into the field because she was fascinated by certain
questions:
● Why does wine taste better in a wine glass than in a water glass?
● Why is an ad showing a piece of cake more engaging when the fork
is placed to the right of the cake?
● Why does warm ambient temperatures prompte people to conform
to a crowd and become more friendly?
‫ﺳﻠﻮك‬ ‫ﻋﻠﻰ‬ ‫اﻟﺨﻤﺲ‬ ‫اﻟﺤﻮاس‬ ‫ﺗﺆﺛﺮ‬ ‫ﻛﻴﻒ‬ :‫اﻟﻌﻤﻴﻞ‬ ‫"إﺣﺴﺎس‬ ‫ﻛﺘﺎب‬ ‫ﻣﺆﻟﻔﺔ‬
:‫اﻷﺳﺌﻠﺔ‬ ‫ﺑﺒﻌﺾ‬ ‫ﻣﻔﺘﻮﻧﺔ‬ ‫ﻛﺎﻧﺖ‬ ‫ﻷﻧﻬﺎ‬ ‫اﻟﻤﺠﺎل‬ ‫دﺧﻠﺖ‬ ،"‫اﻟﺸﺮاء‬
●
‫اﻟﻤﺎء‬ ‫ﻛﺄس‬ ‫ﻓﻲ‬ ‫ﻣﻨﻪ‬ ‫اﻟﺒﻠﻮر‬ ‫اﻟﻨﺒﻴﺬ‬ ‫ﻛﺄس‬ ‫ﻓﻲ‬ ‫أﻓﻀﻞ‬ ‫اﻟﻨﺒﻴﺬ‬ ‫ﻃﻌﻢ‬ ‫ﻟﻤﺎذا‬
‫اﻟﻌﺎدي؟‬
●
‫ﻳﺘﻢ‬ ‫ﻋﻨﺪﻣﺎ‬ ‫ﺟﺎذﺑﻴﺔ‬ ‫أﻛﺜﺮ‬ ‫اﻟﻜﻌﻜﺔ‬ ‫ﻣﻦ‬ ‫ﻗﻄﻌﺔ‬ ‫ﻳﻌﺮض‬ ‫اﻟﺬي‬ ‫اﻹﻋﻼن‬ ‫ﻳﻜﻮن‬ ‫ﻟﻤﺎذا‬
‫اﻟﻜﻌﻜﺔ؟‬ ‫ﻳﻤﻴﻦ‬ ‫ﻋﻠﻰ‬ ‫اﻟﺸﻮﻛﺔ‬ ‫وﺿﻊ‬
●
‫اﻟﺤﺸﺪ‬ ‫ﻣﻊ‬ ‫اﻟﺘﻮاﻓﻖ‬ ‫إﻟﻰ‬ ‫اﻟﻨﺎس‬ ‫اﻟﺪاﻓﺌﺔ‬ ‫اﻟﻤﺤﻴﻄﺔ‬ ‫اﻟﺤﺮارة‬ ‫درﺟﺎت‬ ‫ﺗﺪﻓﻊ‬ ‫ﻟﻤﺎذا‬
‫ودﻳﺔ؟‬ ‫أﻛﺜﺮ‬ ‫ﻳﺼﺒﺤﻮا‬ ‫وأن‬
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5. Vision Hearing Smell Taste Touch
‫اﻟﻨﻈﺮ‬ ‫اﻟﺴﻤﻊ‬ ‫اﻟﺸﻢ‬ ‫اﻟﺘﺬوق‬ ‫اﻟﻠﻤﺲ‬
Sensory Marketing - ‫اﻟﺤﺴﻲ‬ ‫اﻟﺘﺴﻮﻳﻖ‬
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6. 78%
of shoppers cite an enjoyable in-store
atmosphere plays a key factor in
making purchases
‫أن‬ ‫إﻟﻰ‬ ‫ﻳﺸﻴﺮون‬ ‫اﻟﻤﺘﺴﻮﻗﻴﻦ‬ ‫ﻣﻦ‬
‫ﺗﻠﻌﺐ‬ ‫اﻟﻤﺘﺠﺮ‬ ‫داﺧﻞ‬ ‫اﻟﻤﻤﺘﻌﺔ‬ ‫اﻷﺟﻮاء‬
‫اﻟﺸﺮاء‬ ‫ﻋﻤﻠﻴﺎت‬ ‫إﺟﺮاء‬ ‫ﻓﻲ‬ ‫ًﺎ‬‫ﻴ‬‫رﺋﻴﺴ‬ ‫ا‬ً‫ر‬‫دو‬
75%
of shoppers say the spend more time
in-store when combining music, visual and
scent sensorial elements in place.
‫ﻓﻲ‬ ‫أﻃﻮل‬ ‫ًﺎ‬‫ﺘ‬‫وﻗ‬ ‫ﻳﻘﻀﻮن‬ ‫اﻟﻤﺘﺴﻮﻗﻴﻦ‬ ‫ﻣﻦ‬
‫واﻟﻌﻨﺎﺻﺮ‬ ‫اﻟﻤﻮﺳﻴﻘﻰ‬ ‫ﺑﻴﻦ‬ ‫اﻟﺠﻤﻊ‬ ‫ﻋﻨﺪ‬ ‫اﻟﻤﺘﺠﺮ‬
.‫اﻟﻤﻜﺎن‬ ‫ﻓﻲ‬ ‫اﻟﺮاﺋﺤﺔ‬ ‫ذات‬ ‫واﻟﺤﺴﻴﺔ‬ ‫اﻟﻤﺮﺋﻴﺔ‬
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7. Hearing
‫اﻟﺴﻤﻊ‬
Sensory Marketing - ‫اﻟﺤﺴﻲ‬ ‫اﻟﺘﺴﻮﻳﻖ‬
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8. 85%
of shoppers get a better mood in-store
because of the music played.
‫ﻓﻲ‬ ‫أﻓﻀﻞ‬ ‫ﻣﺰاﺟﻬﻢ‬ ‫اﻟﻤﺘﺴﻮﻗﻴﻦ‬ ‫ﻣﻦ‬
‫ﻳﺘﻢ‬ ‫اﻟﺘﻲ‬ ‫اﻟﻤﻮﺳﻴﻘﻰ‬ ‫ﺑﺴﺒﺐ‬ ‫اﻟﻤﺘﺠﺮ‬
.‫ﺗﺸﻐﻴﻠﻬﺎ‬
96%
brand with music that fit their brand identity
are 96% likelier to prompt memory recall.
‫ﻣﻮﺳﻴﻘﻰ‬ ‫ﻋﻠﻰ‬ ‫ﺗﺤﺘﻮي‬ ‫اﻟﺘﻲ‬ ‫اﻟﺘﺠﺎرﻳﺔ‬ ‫اﻟﻌﻼﻣﺔ‬
‫أﻛﺜﺮ‬ ‫ﻫﻲ‬ ‫اﻟﺘﺠﺎرﻳﺔ‬ ‫ﻋﻼﻣﺘﻬﺎ‬ ‫ﻫﻮﻳﺔ‬ ‫ﻣﻊ‬ ‫ﺗﺘﻨﺎﺳﺐ‬
.‫ﺗﺬﻛﺮﻫﺎ‬ ‫ﻳﺘﻢ‬ ‫ﻷن‬ ٪96 ‫ﺑﻨﺴﺒﺔ‬ ‫اﺣﺘﻤﺎﻟﻴﺔ‬
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9. Voice Overs
A voice-over is when a person reads a scripted ad that aims to move the listener to action. Often there is
some explanation of the products and services, as well as the features and benefits.
‫اﻟﺼﻮﺗﻲ‬ ‫اﻟﺘﻌﻠﻴﻖ‬
‫ﻳﻜﻮن‬ ‫ﻣﺎ‬ ‫ًﺎ‬‫ﺒ‬‫ﻏﺎﻟ‬ .‫ﻓﻌﻞ‬ ‫ﺑﺮدة‬ ‫ﻳﻘﻮم‬ ‫اﻟﻤﺴﺘﻤﻊ‬ ‫ﺟﻌﻞ‬ ‫إﻟﻰ‬ ‫ﻳﻬﺪف‬ ‫ًﺎ‬‫ﻴ‬‫ﻧﺼ‬ ‫ًﺎ‬‫ﻧ‬‫إﻋﻼ‬ ‫اﻟﺸﺨﺺ‬ ‫ﻳﻘﺮأ‬ ‫ﻋﻨﺪﻣﺎ‬ ‫ﻫﻮ‬ ‫اﻟﺼﻮﺗﻲ‬ ‫اﻟﺘﻌﻠﻴﻖ‬
.‫اﻟﺘﺠﺎرﻳﺔ‬ ‫اﻟﻌﻼﻣﺔ‬ ‫وﻓﻮاﺋﺪ‬ ‫ﻣﻴﺰات‬ ‫ﻋﻦ‬ ً‫ﻓﻀﻼ‬ ، ‫واﻟﺨﺪﻣﺎت‬ ‫ﻟﻠﻤﻨﺘﺠﺎت‬ ‫اﻟﺸﺮح‬ ‫ﺑﻌﺾ‬ ‫ﻫﻨﺎك‬
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10. Sound Effects
Similar to movies, using sound effects in ads has helped to amplify the drama that is part of an
advertisement.
‫اﻟﺼﻮﺗﻴﺔ‬ ‫اﻟﻤﺆﺛﺮات‬
.‫اﻹﻋﻼن‬ ‫ﻣﻦ‬ ‫ا‬ ً‫ﺟﺰء‬ ‫ﺗﺸﻜﻞ‬ ‫اﻟﺘﻲ‬ ‫اﻟﺪراﻣﺎ‬ ‫ﺗﻀﺨﻴﻢ‬ ‫ﻓﻲ‬ ‫اﻹﻋﻼﻧﺎت‬ ‫ﻓﻲ‬ ‫اﻟﺼﻮﺗﻴﺔ‬ ‫اﻟﻤﺆﺛﺮات‬ ‫اﺳﺘﺨﺪام‬ ‫ﺳﺎﻋﺪ‬ ، ‫اﻷﻓﻼم‬ ‫ﻏﺮار‬ ‫ﻋﻠﻰ‬
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11. Thematic Music
Having background music in advertisements ads meaning and mood to the words and visuals.
‫ﻣﻮﺿﻮﻋﻴﺔ‬ ‫ﻣﻮﺳﻴﻘﻰ‬
.‫واﻟﻤﺮﺋﻴﺎت‬ ‫ﻟﻠﻜﻠﻤﺎت‬ ‫وﻣﺰاج‬ ‫ﺑﻤﻌﻨﻰ‬ ‫اﻹﻋﻼﻧﺎت‬ ‫إﻋﻼﻧﺎت‬ ‫ﻓﻲ‬ ‫ﺧﻠﻔﻴﺔ‬ ‫ﻣﻮﺳﻴﻘﻰ‬ ‫وﺟﻮد‬
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14. 14

15. 15

16. Vision
‫اﻟﻨﻈﺮ‬
Sensory Marketing - ‫اﻟﺤﺴﻲ‬ ‫اﻟﺘﺴﻮﻳﻖ‬
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17. 75%
75% of the time, the first
impression is based on color
‫اﻷول‬ ‫اﻻﻧﻄﺒﺎع‬ ‫اﻟﻮﻗﺖ‬ ‫ﻣﻦ‬ 75٪
‫اﻟﻠﻮن‬ ‫ﻋﻠﻰ‬ ‫ﻳﻌﺘﻤﺪ‬
83%
of the information people
retain is received visually.
‫ﺑﻬﺎ‬ ‫ﻳﺤﺘﻔﻆ‬ ‫اﻟﺘﻲ‬ ‫اﻟﻤﻌﻠﻮﻣﺎت‬ ‫ﻣﻦ‬
.‫ًﺎ‬‫ﻳ‬‫ﺑﺼﺮ‬ ‫ﺗﻠﻘﻴﻬﺎ‬ ‫ﻳﺘﻢ‬ ‫اﻷﺷﺨﺎص‬
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18. 92%
Get attracted by the color or the shape
of the product when shopping
‫ﻋﻨﺪ‬ ‫ﺷﻜﻠﻪ‬ ‫أو‬ ‫اﻟﻤﻨﺘﺞ‬ ‫ﻟﻮن‬ ‫إﻟﻰ‬ ‫ﻳﻨﺠﺬﺑﻮن‬
‫اﻟﺘﺴﻮق‬
42%
ads in color are read 42% more
than ads in black and white.
٪42 ‫ﺑﻨﺴﺒﺔ‬ ‫اﻟﻤﻠﻮﻧﺔ‬ ‫اﻹﻋﻼﻧﺎت‬ ‫ﻗﺮاءة‬ ‫ﺗﺘﻢ‬
.‫واﻷﺳﻮد‬ ‫ﺑﺎﻷﺑﻴﺾ‬ ‫اﻹﻋﻼﻧﺎت‬ ‫ﻣﻦ‬ ‫أﻛﺜﺮ‬
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19. This type of marketing enhances brand image, recall and recognition, colour, and pattern. Examples
of brands that are easily recognisable are Coca-Cola and Nike.
.‫واﻟﻨﻤﻂ‬ ‫واﻟﻠﻮن‬ ‫واﻟﺘﻌﺮف‬ ‫واﻟﺘﺬﻛﺮ‬ ‫اﻟﺘﺠﺎرﻳﺔ‬ ‫اﻟﻌﻼﻣﺔ‬ ‫ﺻﻮرة‬ ‫اﻟﺘﺴﻮﻳﻖ‬ ‫ﻣﻦ‬ ‫اﻟﻨﻮع‬ ‫ﻫﺬا‬ ‫ﻳﻌﺰز‬
.Nike ‫و‬ Coca-Cola ‫ﻫﻲ‬ ‫ﻋﻠﻴﻬﺎ‬ ‫اﻟﺘﻌﺮف‬ ‫ﻳﺴﻬﻞ‬ ‫اﻟﺘﻲ‬ ‫اﻟﺘﺠﺎرﻳﺔ‬ ‫اﻟﻌﻼﻣﺎت‬ ‫أﻣﺜﻠﺔ‬ ‫ﻣﻦ‬
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20. 20

21. 21

22. Colors
Color schemes affect people differently and give a different look and feel to a brand. Every single color
has feelings and emotions attached to it.
‫اﻷﻟﻮان‬
‫ﻟﻪ‬ ‫ﻟﻮن‬ ‫ﻛﻞ‬ .‫اﻟﺘﺠﺎرﻳﺔ‬ ‫ﻟﻠﻌﻼﻣﺔ‬ ‫ﻣﺨﺘﻠﻔﻴﻦ‬ ‫ا‬ً‫ﺮ‬‫وﻣﻈﻬ‬ ‫ا‬ً‫ﺮ‬‫ﻣﻈﻬ‬ ‫وﺗﻌﻄﻲ‬ ‫ﻣﺨﺘﻠﻒ‬ ‫ﺑﺸﻜﻞ‬ ‫اﻷﺷﺨﺎص‬ ‫ﻋﻠﻰ‬ ‫اﻷﻟﻮان‬ ‫أﻧﻈﻤﺔ‬ ‫ﺗﺆﺛﺮ‬
.‫ﺑﻪ‬ ‫ﻣﺮﺗﺒﻄﺔ‬ ‫وﻋﻮاﻃﻒ‬ ‫ﻣﺸﺎﻋﺮ‬
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23. 23

24. Market researchers have also found that color affects shopping habits.
.‫اﻟﺘﺴﻮق‬ ‫ﻋﺎدات‬ ‫ﻋﻠﻰ‬ ‫ﻳﺆﺛﺮ‬ ‫اﻟﻠﻮن‬ ‫أن‬ ‫ﺎ‬ ً
‫أﻳﻀ‬ ‫اﻟﺴﻮق‬ ‫ﺑﺎﺣﺜﻮ‬ ‫وﺟﺪ‬
● impulse shoppers are sensitive
to red-orange, black and royal
blue
●
‫اﻟﻤﻨﺪﻓﻌﻮن‬ ‫اﻟﻤﺘﺴﻮﻗﻮن‬
‫اﻟﺒﺮﺗﻘﺎﻟﻲ‬ ‫ﻟﻸﺣﻤﺮ‬ ‫ﺣﺴﺎﺳﻮن‬
‫اﻟﻤﻠﻜﻲ‬ ‫واﻷزرق‬ ‫واﻷﺳﻮد‬
● traditional shoppers are
sensitive to to respond best to
pastels like pink and sky blue.
●
‫ﺣﺴﺎﺳﻮن‬ ‫اﻟﺘﻘﻠﻴﺪﻳﻮن‬ ‫اﻟﻤﺘﺴﻮﻗﻮن‬
‫ﻷﻟﻮان‬ ‫أﻓﻀﻞ‬ ‫ﺑﺸﻜﻞ‬ ‫ﻟﻼﺳﺘﺠﺎﺑﺔ‬
‫واﻷزرق‬ ‫اﻟﻮردي‬ ‫اﻟﻠﻮن‬ ‫ﻣﺜﻞ‬ ‫اﻟﺒﺎﺳﺘﻴﻞ‬
.‫اﻟﺴﻤﺎوي‬
● budget shoppers are sensitive
to respond best to teal color,
light blue and navy color.
●
‫اﻟﻤﺤﺪودة‬ ‫اﻟﻤﻴﺰاﻧﻴﺔ‬ ‫ذوي‬ ‫اﻟﻤﺘﺴﻮﻗﻮن‬
‫أﻓﻀﻞ‬ ‫ﺑﺸﻜﻞ‬ ‫ﻟﻼﺳﺘﺠﺎﺑﺔ‬ ‫ﺣﺴﺎﺳﻮن‬
‫اﻟﻔﺎﺗﺢ‬ ‫واﻷزرق‬ ‫اﻟﺰﻳﺘﻮﻧﻲ‬ ‫ﻟﻸﺧﻀﺮ‬
.‫اﻟﺒﺤﺮي‬ ‫اﻻزرق‬ ‫واﻟﻠﻮن‬
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25. Text
a written blog piece is a form of visual marketing. Any type of headline in an advertisement that is
coupled with images and the right fonts can have a significant impact.
‫ﻧﺺ‬
‫ﻓﻲ‬ ‫اﻟﺮﺋﻴﺴﻴﺔ‬ ‫اﻟﻌﻨﺎوﻳﻦ‬ ‫ﻣﻦ‬ ‫ﻧﻮع‬ ‫ﻷي‬ ‫ﻳﻜﻮن‬ ‫أن‬ ‫ﻳﻤﻜﻦ‬ .‫اﻟﻤﺮﺋﻲ‬ ‫اﻟﺘﺴﻮﻳﻖ‬ ‫أﺷﻜﺎل‬ ‫ﻣﻦ‬ ‫ﺷﻜﻞ‬ ‫ﻫﻲ‬ ‫ﻣﻜﺘﻮﺑﺔ‬ ‫ﻣﺪوﻧﺔ‬ ‫ﻣﻘﺎﻟﺔ‬
.‫ﻛﺒﻴﺮ‬ ‫ﺗﺄﺛﻴﺮ‬ ‫اﻟﺼﺤﻴﺤﺔ‬ ‫واﻟﺨﻄﻮط‬ ‫ﺑﺎﻟﺼﻮر‬ ‫ﻣﻘﺘﺮن‬ ‫إﻋﻼن‬
25

26. 26

27. Images
Using images in advertising is a great way to grab attention quickly like photographs. Some companies
also use environments or objects in their images. Both can help to give a broader impression of a brand
and make the person viewing the advertisement more interested.
‫اﻟﺼﻮر‬
‫ﺑﻌﺾ‬ ‫ﺗﺴﺘﺨﺪم‬ .‫اﻟﻔﻮﺗﻮﻏﺮاﻓﻴﺔ‬ ‫اﻟﺼﻮر‬ ‫ﻣﺜﻞ‬ ‫ﺑﺴﺮﻋﺔ‬ ‫اﻻﻧﺘﺒﺎه‬ ‫ﻟﺠﺬب‬ ‫راﺋﻌﺔ‬ ‫ﻃﺮﻳﻘﺔ‬ ‫اﻹﻋﻼﻧﺎت‬ ‫ﻓﻲ‬ ‫اﻟﺼﻮر‬ ‫اﺳﺘﺨﺪام‬ ‫ﻳﻌﺪ‬
‫وﻳﺠﻌﻞ‬ ‫اﻟﺘﺠﺎرﻳﺔ‬ ‫اﻟﻌﻼﻣﺔ‬ ‫ﻋﻦ‬ ‫أوﺳﻊ‬ ‫اﻧﻄﺒﺎع‬ ‫إﻋﻄﺎء‬ ‫ﻓﻲ‬ ‫ﻳﺴﺎﻋﺪ‬ ‫أن‬ ‫ﻳﻤﻜﻦ‬ ‫ﻛﻼﻫﻤﺎ‬ .‫ﺻﻮرﻫﺎ‬ ‫ﻓﻲ‬ ‫اﻟﻜﺎﺋﻨﺎت‬ ‫ﺎ‬ ً
‫أﻳﻀ‬ ‫اﻟﺸﺮﻛﺎت‬
.‫ﺎ‬ ً‫اﻫﺘﻤﺎﻣ‬ ‫أﻛﺜﺮ‬ ‫اﻹﻋﻼن‬ ‫ﻳﺸﺎﻫﺪ‬ ‫اﻟﺬي‬ ‫اﻟﺸﺨﺺ‬
27

28. Graphics
Sometimes instead of using a photograph, some companies prefer to use graphics such as illustrations,
diagrams, symbols, and computer-generated graphics.
‫اﻟﺮﺳﻮﻣﺎت‬
‫اﻷﺣﻴﺎن‬ ‫ﺑﻌﺾ‬ ‫ﻓﻲ‬
‫ﺑﺪ‬
‫ﻟ‬
‫اﻟﺒﻴﺎﻧﻴ‬ ‫واﻟﺮﺳﻮم‬ ‫اﻟﺘﻮﺿﻴﺤﻴﺔ‬ ‫اﻟﺮﺳﻮم‬ ‫ﻣﺜﻞ‬ ‫اﻟﺮﺳﻮﻣﺎت‬ ‫اﺳﺘﺨﺪام‬ ‫اﻟﺸﺮﻛﺎت‬ ‫ﺑﻌﺾ‬ ‫ﺗﻔﻀﻞ‬ ، ‫ﻓﻮﺗﻮﻏﺮاﻓﻴﺔ‬ ‫ﺻﻮرة‬ ‫اﺳﺘﺨﺪام‬ ‫ﻣﻦ‬ ً‫ﺎ‬
28

29. 29

30. 30

31. 31

32. Video
Television was the first method by which companies were able to do visual marketing. Stock video
footage is used in many online advertisements to show the user how a product can benefit them.
‫اﻟﻔﻴﺪﻳﻮ‬
‫ﻟﻘﻄﺎت‬ ‫ُﺴﺘﺨﺪم‬‫ﺗ‬ .‫اﻟﻤﺮﺋﻲ‬ ‫ﺑﺎﻟﺘﺴﻮﻳﻖ‬ ‫اﻟﻘﻴﺎم‬ ‫ﻣﻦ‬ ‫ﺧﻼﻟﻬﺎ‬ ‫ﻣﻦ‬ ‫اﻟﺸﺮﻛﺎت‬ ‫ﺗﻤﻜﻨﺖ‬ ‫اﻟﺘﻲ‬ ‫اﻷوﻟﻰ‬ ‫اﻟﻄﺮﻳﻘﺔ‬ ‫ﻫﻮ‬ ‫اﻟﺘﻠﻔﺰﻳﻮن‬ ‫ﻛﺎن‬
.‫ﻣﻨﻬﺎ‬ ‫ﻳﺴﺘﻔﻴﺪ‬ ‫أن‬ ‫ﻟﻠﻤﻨﺘﺞ‬ ‫ﻳﻤﻜﻦ‬ ‫ﻛﻴﻒ‬ ‫ﻟﻠﻤﺴﺘﺨﺪم‬ ‫ﻟﺘﻮﺿﻴﺢ‬ ‫اﻹﻧﺘﺮﻧﺖ‬ ‫ﻋﺒﺮ‬ ‫اﻹﻋﻼﻧﺎت‬ ‫ﻣﻦ‬ ‫اﻟﻌﺪﻳﺪ‬ ‫ﻓﻲ‬ ‫اﻟﻤﺨﺰﻧﺔ‬ ‫اﻟﻔﻴﺪﻳﻮ‬
32

33. Light
The lighting in a company story or environment is a type of visual marketing that can change the look
and feel of a brand.
‫اﻹﺿﺎءة‬
.‫اﻟﺘﺠﺎرﻳﺔ‬ ‫اﻟﻌﻼﻣﺔ‬ ‫وﻣﻈﻬﺮ‬ ‫ﺷﻜﻞ‬ ‫ﻳﻐﻴﺮ‬ ‫أن‬ ‫ﻳﻤﻜﻦ‬ ‫اﻟﻤﺮﺋﻲ‬ ‫اﻟﺘﺴﻮﻳﻖ‬ ‫ﻣﻦ‬ ‫ﺎ‬ ً‫ﻧﻮﻋ‬ ‫اﻟﺒﻴﺌﺔ‬ ‫أو‬ ‫اﻟﺸﺮﻛﺔ‬ ‫ﻗﺼﺔ‬ ‫ﻓﻲ‬ ‫اﻹﺿﺎءة‬ ‫ﺗﻌﺪ‬
33

34. Touch
‫اﻟﻠﻤﺲ‬
Sensory Marketing - ‫اﻟﺤﺴﻲ‬ ‫اﻟﺘﺴﻮﻳﻖ‬
34

35. 4,000,000
Our skin has more than
4,000,000 receptors.
‫ﻣﻦ‬ ‫أﻛﺜﺮ‬ ‫ﻟﺪﻳﻬﺎ‬ ‫ﺑﺸﺮﺗﻨﺎ‬
.‫ﻣﺴﺘﻘﺒﻼت‬ 4،000،000
35

36. ● evoke motivation to contact.
● physical evidence.
● strong ability to persuade.
●
.‫ﻟﻼﺗﺼﺎل‬ ‫اﻟﺪاﻓﻊ‬ ‫إﺛﺎرة‬
●
.‫ﻣﻠﻤﻮس‬ ‫دﻟﻴﻞ‬
●
.‫اﻹﻗﻨﺎع‬ ‫ﻋﻠﻰ‬ ‫ﻗﻮﻳﺔ‬ ‫ﻗﺪرة‬
36

37. Comfort
For brands such as furniture sellers, allowing customers to sit on and feel the furniture before buying is
an integral part of the marketing. Floor models of the same pieces are offered in stores to give
customers a chance to experience the feel.
Clothes retailers will often have the same setup to let people experience to look and feel of a garment
before buying.
‫راﺣﺔ‬
‫ﻫﻮ‬ ‫اﻟﺸﺮاء‬ ‫ﻗﺒﻞ‬ ‫ﺑﺎﻷﺛﺎث‬ ‫واﻟﺸﻌﻮر‬ ‫ﺑﺎﻟﺠﻠﻮس‬ ‫ﻟﻠﻌﻤﻼء‬ ‫اﻟﺴﻤﺎح‬ ‫ﻓﺈن‬ ، ‫اﻷﺛﺎث‬ ‫ﺑﺎﺋﻌﻲ‬ ‫ﻣﺜﻞ‬ ‫اﻟﺘﺠﺎرﻳﺔ‬ ‫ﻟﻠﻌﻼﻣﺎت‬ ‫ﺑﺎﻟﻨﺴﺒﺔ‬
‫ﻟﺘﺠﺮﺑﺔ‬ ‫ﻓﺮﺻﺔ‬ ‫اﻟﻌﻤﻼء‬ ‫ﻟﻤﻨﺢ‬ ‫اﻟﻤﺘﺎﺟﺮ‬ ‫ﻓﻲ‬ ‫اﻟﻘﻄﻊ‬ ‫ﻧﻔﺲ‬ ‫ﻣﻦ‬ ‫أرﺿﻴﺔ‬ ‫ﻧﻤﺎذج‬ ‫ﺗﻘﺪﻳﻢ‬ ‫ﻳﺘﻢ‬ .‫اﻟﺘﺴﻮﻳﻖ‬ ‫ﻣﻦ‬ ‫ﻳﺘﺠﺰأ‬ ‫ﻻ‬ ‫ﺟﺰء‬
.‫اﻟﺸﻌﻮر‬
‫وإﺣﺴﺎﺳﻬﺎ‬ ‫اﻟﻤﻼﺑﺲ‬ ‫ﻣﻈﻬﺮ‬ ‫ﺑﺘﺠﺮﺑﺔ‬ ‫ﻟﻸﺷﺨﺎص‬ ‫ﻟﻠﺴﻤﺎح‬ ‫اﻹﻋﺪاد‬ ‫ﻧﻔﺲ‬ ‫ﺑﺎﻟﺘﺠﺰﺋﺔ‬ ‫اﻟﻤﻼﺑﺲ‬ ‫ﺗﺠﺎر‬ ‫ﻟﺪى‬ ‫ﻳﻜﻮن‬ ‫ﻣﺎ‬ ‫ًﺎ‬‫ﺒ‬‫ﻏﺎﻟ‬
.‫اﻟﺸﺮاء‬ ‫ﻗﺒﻞ‬
37

38. 38

39. Collateral
Some brands will use thick card-stock to give a feeling of quality to their company. Thank you cards and
brochures are great ways to make an impression on clients after they have visited. While printed
materials are more expensive than digital versions, for some companies, the tactile feel adds an edge.
‫اﻟﺠﺎﻧﺒﻲ‬ ‫اﻟﺸﻌﻮر‬
‫ﺑﻄﺎﻗﺎت‬ .‫ﻟﺸﺮﻛﺘﻬﻢ‬ ‫ﺑﺎﻟﺠﻮدة‬ ‫ﺷﻌﻮر‬ ‫ﻹﻋﻄﺎء‬ ‫اﻟﺒﻄﺎﻗﺎت‬ ‫ﻣﻦ‬ ‫ﺎ‬ً‫ﺳﻤﻴﻜ‬ ‫ًﺎ‬‫ﻧ‬‫ﻣﺨﺰو‬ ‫اﻟﺘﺠﺎرﻳﺔ‬ ‫اﻟﻌﻼﻣﺎت‬ ‫ﺑﻌﺾ‬ ‫ﺳﺘﺴﺘﺨﺪم‬
‫ﻣﻦ‬ ‫أﻏﻠﻰ‬ ‫اﻟﻤﻄﺒﻮﻋﺔ‬ ‫اﻟﻤﻮاد‬ ‫أن‬ ‫ﺣﻴﻦ‬ ‫ﻓﻲ‬ .‫زﻳﺎرﺗﻬﻢ‬ ‫ﺑﻌﺪ‬ ‫اﻟﻌﻤﻼء‬ ‫ﻟﺪى‬ ‫اﻧﻄﺒﺎع‬ ‫ﻹﺣﺪاث‬ ‫راﺋﻌﺔ‬ ‫ﻃﺮق‬ ‫ﻫﻲ‬ ‫واﻟﻜﺘﻴﺒﺎت‬ ‫اﻟﺸﻜﺮ‬
.‫اﻟﺸﺮﻛﺎت‬ ‫ﻟﺒﻌﺾ‬ ‫ﻣﻴﺰة‬ ‫ﻳﻀﻴﻒ‬ ‫ﺑﺎﻟﻠﻤﺲ‬ ‫اﻟﺸﻌﻮر‬ ‫أن‬ ‫إﻻ‬ ، ‫اﻟﺮﻗﻤﻴﺔ‬ ‫اﻹﺻﺪارات‬
39

40. 40

41. Hands-On Tests
Many companies today offer hands-on tests for their products. Apple was one of the first brands to
provide in-store access to its technology. This approach allowed users to touch and interact with the
technology before buying.
‫اﻟﻌﻤﻠﻴﺔ‬ ‫اﻻﺧﺘﺒﺎرات‬
‫اﻟﺘﻲ‬ ‫اﻟﺘﺠﺎرﻳﺔ‬ ‫اﻟﻌﻼﻣﺎت‬ ‫أواﺋﻞ‬ ‫ﻣﻦ‬ ‫واﺣﺪة‬ Apple ‫ﻛﺎﻧﺖ‬ .‫ﻟﻤﻨﺘﺠﺎﺗﻬﺎ‬ ‫ﻋﻤﻠﻴﺔ‬ ‫اﺧﺘﺒﺎرات‬ ‫اﻟﻴﻮم‬ ‫اﻟﺸﺮﻛﺎت‬ ‫ﻣﻦ‬ ‫اﻟﻌﺪﻳﺪ‬ ‫ﺗﻘﺪم‬
‫اﻟﺘﻜﻨﻮﻟﻮﺟﻴﺎ‬ ‫ﺑﻠﻤﺲ‬ ‫ﻟﻠﻤﺴﺘﺨﺪﻣﻴﻦ‬ ‫اﻟﻨﻬﺞ‬ ‫ﻫﺬا‬ ‫ﺳﻤﺢ‬ .‫اﻟﻤﺘﺠﺮ‬ ‫ﻓﻲ‬ ‫ﺑﻬﺎ‬ ‫اﻟﺨﺎﺻﺔ‬ ‫اﻟﺘﻜﻨﻮﻟﻮﺟﻴﺎ‬ ‫إﻟﻰ‬ ‫اﻟﻮﺻﻮل‬ ‫وﻓﺮت‬
.‫اﻟﺸﺮاء‬ ‫ﻗﺒﻞ‬ ‫ﻣﻌﻬﺎ‬ ‫واﻟﺘﻔﺎﻋﻞ‬
41

42. 42

43. Rather than focus on selling, the Apple approach was to simply let people use the tools until they
decided what worked for them. Many stores today offer a similar ‘try before you buy’ experience. Apple
provides a warm and soft tactile feeling when you touch them.
.‫ﻳﻨﺎﺳﺒﻬﻢ‬ ‫ﻣﺎ‬ ‫ﻳﻘﺮروا‬ ‫ﺣﺘﻰ‬ ‫اﻷدوات‬ ‫ﺑﺎﺳﺘﺨﺪام‬ ‫ﻟﻸﺷﺨﺎص‬ ‫اﻟﺴﻤﺎح‬ ‫ﻫﻮ‬ Apple ‫ﻧﻬﺞ‬ ‫ﻛﺎن‬ ، ‫اﻟﺒﻴﻊ‬ ‫ﻋﻠﻰ‬ ‫اﻟﺘﺮﻛﻴﺰ‬ ‫ﻣﻦ‬ ً‫ﺑﺪﻻ‬
‫ﻋﻨﺪ‬ ‫ﺑﺎﻟﻠﻤﺲ‬ ‫ﺎ‬ ً
‫وﻧﺎﻋﻤ‬ ‫ًﺎ‬‫ﺌ‬‫داﻓ‬ ‫ﺎ‬ ً
‫إﺣﺴﺎﺳ‬ Apple ‫ﺗﻮﻓﺮ‬ .‫ﻣﻤﺎﺛﻠﺔ‬ "‫اﻟﺸﺮاء‬ ‫ﻗﺒﻞ‬ ‫"ﺟﺮب‬ ‫ﺗﺠﺮﺑﺔ‬ ‫اﻟﻴﻮم‬ ‫اﻟﻤﺘﺎﺟﺮ‬ ‫ﻣﻦ‬ ‫اﻟﻌﺪﻳﺪ‬ ‫ﺗﻘﺪم‬
.‫ﻟﻤﺴﻬﺎ‬
43

44. ● tactile feelings from materials selected specifically for you as a target audience.
● same angles and proportion in different elements of the products
● the same strength of manipulations of different buttons
● same materials among the whole line of products
● the same smell of any new Apple product to memorize your feelings and happiness
with the newly bought device and recall it next time you visit their shop
●
‫ﻛﺠﻤﻬﻮر‬ ‫ﻟﻚ‬ ‫ﺎ‬ ً
‫ﺧﺼﻴﺼ‬ ‫اﻟﻤﺨﺘﺎرة‬ ‫اﻟﻤﻮاد‬ ‫ﻣﻦ‬ ‫اﻟﻠﻤﺴﻴﺔ‬ ‫اﻟﻤﺸﺎﻋﺮ‬
.‫ﻣﺴﺘﻬﺪف‬
●
‫ﻟﻠﻤﻨﺘﺠﺎت‬ ‫اﻟﻤﺨﺘﻠﻔﺔ‬ ‫اﻟﻌﻨﺎﺻﺮ‬ ‫ﻓﻲ‬ ‫واﻟﻨﺴﺒﺔ‬ ‫اﻟﺰواﻳﺎ‬ ‫ﻧﻔﺲ‬
●
‫اﻟﻤﺨﺘﻠﻔﺔ‬ ‫ﺑﺎﻷزرار‬ ‫اﻟﺘﻼﻋﺐ‬ ‫ﻗﻮة‬ ‫ﻧﻔﺲ‬
●
‫اﻟﻤﻨﺘﺠﺎت‬ ‫ﻣﻦ‬ ‫ﻛﺎﻣﻞ‬ ‫ﺧﻂ‬ ‫ﺑﻴﻦ‬ ‫اﻟﻤﻮاد‬ ‫ﻧﻔﺲ‬
●
‫ﻣﺸﺎﻋﺮك‬ ‫ﻟﺘﺬﻛﺮ‬ Apple ‫ﻣﻦ‬ ‫ﺟﺪﻳﺪ‬ ‫ﻣﻨﺘﺞ‬ ‫أي‬ ‫راﺋﺤﺔ‬ ‫ﻧﻔﺲ‬
‫اﻟﻤﺮة‬ ‫ﻓﻲ‬ ‫وﺗﺬﻛﺮه‬ ‫ًﺎ‬‫ﺜ‬‫ﺣﺪﻳ‬ ‫ﺷﺮاؤه‬ ‫ﺗﻢ‬ ‫اﻟﺬي‬ ‫اﻟﺠﻬﺎز‬ ‫ﻣﻊ‬ ‫وﺳﻌﺎدﺗﻚ‬
‫ﻣﺘﺠﺮﻫﻢ‬ ‫ﻓﻴﻬﺎ‬ ‫ﺗﺰور‬ ‫اﻟﺘﻲ‬ ‫اﻟﻘﺎدﻣﺔ‬
44

45. Olay has engineered their cream to feel warm when applied to the skin, despite the fact that this
has no impact on the product’s functionality.
‫ﺗﺄﺛﻴﺮ‬ ‫أي‬ ‫ﻟﻪ‬ ‫ﻟﻴﺲ‬ ‫ﻫﺬا‬ ‫أن‬ ‫ﺣﻘﻴﻘﺔ‬ ‫ﻣﻦ‬ ‫اﻟﺮﻏﻢ‬ ‫ﻋﻠﻰ‬ ، ‫اﻟﺠﻠﺪ‬ ‫ﻋﻠﻰ‬ ‫وﺿﻌﻪ‬ ‫ﻋﻨﺪ‬ ‫ﺑﺎﻟﺪفء‬ ‫ﻟﻴﺸﻌﺮ‬ ‫ﻛﺮﻳﻤﻬﺎ‬ Olay ‫ﺻﻤﻤﺖ‬
.‫اﻟﻤﻨﺘﺞ‬ ‫وﻇﺎﺋﻒ‬ ‫ﻋﻠﻰ‬
45

46. Smell
‫اﻟﺸﻢ‬
Sensory Marketing - ‫اﻟﺤﺴﻲ‬ ‫اﻟﺘﺴﻮﻳﻖ‬
46

47. 10,000,000
The nose has 10 million
smell receptors
‫ﻣﻼﻳﻴﻦ‬ 10 ‫ﻋﻠﻰ‬ ‫اﻷﻧﻒ‬ ‫ﻳﺤﺘﻮي‬
‫ﻟﻠﺮاﺋﺤﺔ‬ ‫ﻣﺴﺘﻘﺒﻞ‬
50
The nose has more than 50
different smell receptor types.
‫ﺎ‬ ً‫ﻧﻮﻋ‬ 50 ‫ﻣﻦ‬ ‫أﻛﺜﺮ‬ ‫ﻋﻠﻰ‬ ‫اﻷﻧﻒ‬ ‫ﻳﺤﺘﻮي‬
.‫اﻟﺮاﺋﺤﺔ‬ ‫ﻣﺴﺘﻘﺒﻼت‬ ‫ﻣﻦ‬ ‫ﺎ‬ً‫ﻣﺨﺘﻠﻔ‬
47

48. 59%
of customers would spend more time
in a store that smells good.
‫أﻃﻮل‬ ‫ًﺎ‬‫ﺘ‬‫وﻗ‬ ‫ﻳﻘﻀﻮن‬ ‫اﻟﻌﻤﻼء‬ ‫ﻣﻦ‬
.‫ﻃﻴﺒﺔ‬ ‫راﺋﺤﺔ‬ ‫ﻣﻨﻪ‬ ‫ﺗﻨﺒﻌﺚ‬ ‫ﻣﺘﺠﺮ‬ ‫ﻓﻲ‬
75%
of our emotions are generated by
what we smell
‫راﺋﺤﺘﻨﺎ‬ ‫ﻣﻦ‬ ‫ﺗﺘﻮﻟﺪ‬ ‫ﻋﻮاﻃﻔﻨﺎ‬ ‫ﻣﻦ‬
48

49. 49

50. Environmental Scents
Some companies have experimented with using environmental scents such as the ocean, fresh-cut grass,
and pine forests in their advertisements.
‫اﻟﺒﻴﺌﻴﺔ‬ ‫اﻟﺮواﺋﺢ‬
.‫إﻋﻼﻧﺎﺗﻬﺎ‬ ‫ﻓﻲ‬ ‫اﻟﺼﻨﻮﺑﺮ‬ ‫وﻏﺎﺑﺎت‬ ‫اﻟﻄﺎزج‬ ‫واﻟﻌﺸﺐ‬ ‫اﻟﻤﺤﻴﻂ‬ ‫ﻣﺜﻞ‬ ‫اﻟﺒﻴﺌﻴﺔ‬ ‫اﻟﺮواﺋﺢ‬ ‫اﺳﺘﺨﺪام‬ ‫اﻟﺸﺮﻛﺎت‬ ‫ﺑﻌﺾ‬ ‫ﺟﺮﺑﺖ‬
50

51. Fragrances
Using scents as a marketing tool has been around for a long time. Fragrances samples in magazines
have always been a popular method, and today some stores use scents to add to the appeal of their
brand.
‫ﻋﻄﻮر‬
‫ﻃﺮﻳﻘﺔ‬ ‫اﻟﻤﺠﻼت‬ ‫ﻓﻲ‬ ‫اﻟﻌﻄﻮر‬ ‫ﻋﻴﻨﺎت‬ ‫ﻛﺎﻧﺖ‬ ‫ﻟﻄﺎﻟﻤﺎ‬ .‫ﻃﻮﻳﻠﺔ‬ ‫ﻓﺘﺮة‬ ‫ﻣﻨﺬ‬ ‫ا‬ً‫ﻣﻮﺟﻮد‬ ‫ﺗﺴﻮﻳﻘﻴﺔ‬ ‫ﻛﺄداة‬ ‫اﻟﺮواﺋﺢ‬ ‫اﺳﺘﺨﺪام‬ ‫ﻛﺎن‬
.‫اﻟﺘﺠﺎرﻳﺔ‬ ‫ﻋﻼﻣﺘﻬﺎ‬ ‫ﻋﻠﻰ‬ ‫اﻟﺠﺎذﺑﻴﺔ‬ ‫ﻣﻦ‬ ‫اﻟﻤﺰﻳﺪ‬ ‫ﻹﺿﻔﺎء‬ ‫اﻟﺮواﺋﺢ‬ ‫اﻟﻤﺘﺎﺟﺮ‬ ‫ﺑﻌﺾ‬ ‫ﺗﺴﺘﺨﺪم‬ ‫واﻟﻴﻮم‬ ، ‫ﺷﺎﺋﻌﺔ‬
51

52. Food Scents
The enticing smell of a bakery or freshly brewed coffee is a common method that some brands use to
appeal to customers. Hot dog vendors will also use the scent of cooking to entice hungry crowds at
events.
‫اﻟﻄﻌﺎم‬ ‫رواﺋﺢ‬
‫ﻃﺮﻳﻘﺔ‬ ‫اﻟﻤﺠﻼت‬ ‫ﻓﻲ‬ ‫اﻟﻌﻄﻮر‬ ‫ﻋﻴﻨﺎت‬ ‫ﻛﺎﻧﺖ‬ ‫ﻟﻄﺎﻟﻤﺎ‬ .‫ﻃﻮﻳﻠﺔ‬ ‫ﻓﺘﺮة‬ ‫ﻣﻨﺬ‬ ‫ا‬ً‫ﻣﻮﺟﻮد‬ ‫ﺗﺴﻮﻳﻘﻴﺔ‬ ‫ﻛﺄداة‬ ‫اﻟﺮواﺋﺢ‬ ‫اﺳﺘﺨﺪام‬ ‫ﻛﺎن‬
.‫اﻟﺘﺠﺎرﻳﺔ‬ ‫ﻋﻼﻣﺘﻬﺎ‬ ‫ﻋﻠﻰ‬ ‫اﻟﺠﺎذﺑﻴﺔ‬ ‫ﻣﻦ‬ ‫اﻟﻤﺰﻳﺪ‬ ‫ﻹﺿﻔﺎء‬ ‫اﻟﺮواﺋﺢ‬ ‫اﻟﻤﺘﺎﺟﺮ‬ ‫ﺑﻌﺾ‬ ‫ﺗﺴﺘﺨﺪم‬ ‫واﻟﻴﻮم‬ ، ‫ﺷﺎﺋﻌﺔ‬
52

53. :‫اﻷزﻫﺎر‬
‫اﻟﺒﻘﺎء‬ ‫ﻋﻠﻰ‬ ‫اﻟﻤﺸﺘﺮي‬ ‫ﺗﺸﺠﻴﻊ‬
.‫ﺑﺎﻟﺘﺠﺰﺋﺔ‬ ‫ﻟﻠﺒﻴﻊ‬ ‫راﺋﻊ‬ ‫أﻣﺮ‬ ‫وﻫﻮ‬ ،
:‫ﺟﻠﺪ‬
‫وﻫﻮ‬ ، ‫ﺑﺎﻟﺮﻓﺎﻫﻴﺔ‬ ً‫ا‬‫ﺷﻌﻮر‬ ‫ﻳﺜﻴﺮ‬
‫اﻟﻔﺎﺧﺮة‬ ‫ﻟﻠﻤﻨﺘﺠﺎت‬ ‫اﻷﻓﻀﻞ‬
:‫ﺟﺪﻳﺪة‬ ‫ﺑﻄﺎﻧﺔ‬
‫ﻟﻤﺮاﻓﻖ‬ ‫ﻣﻤﺘﺎز‬ ، ‫وﻧﻈﻴﻒ‬ ‫ﻫﺶ‬
‫اﻟﺒﺪﻧﻴﺔ‬ ‫اﻟﻠﻴﺎﻗﺔ‬
53

54. :‫اﻟﺨﺰاﻣﻰ‬
‫راﺋﻊ‬ ، ‫اﻻﺳﺘﺮﺧﺎء‬ ‫ﻳﻌﺰز‬
‫واﻟﻤﻨﺘﺠﻌﺎت‬ ‫ﻟﻠﺼﺎﻟﻮﻧﺎت‬
‫اﻟﺼﺤﻴﺔ‬
:‫اﻟﻠﻴﻤﻮن‬ ‫ﻋﺸﺐ‬
‫ﻟﻠﻔﻨﺎدق‬ ‫ﺟﻴﺪ‬ ، ‫ﻳﻨﺸﻂ‬
‫واﻟﻜﺎزﻳﻨﻮﻫﺎت‬
:‫ﻓﺎﻧﻴﻼ‬
‫وﻫﻮ‬ ، ‫اﻟﻤﺰاﺟﻴﺔ‬ ‫اﻟﺤﺎﻟﺔ‬ ‫ﻳﺮﻓﻊ‬
‫اﻟﺘﺮﻓﻴﻪ‬ ‫ﻷﻣﺎﻛﻦ‬ ‫ﻣﺜﺎﻟﻲ‬
54

55. Starbucks is one of the companies that are well aware of the power of sensory branding.
.‫اﻟﺤﺴﻴﺔ‬ ‫اﻟﺘﺠﺎرﻳﺔ‬ ‫اﻟﻌﻼﻣﺎت‬ ‫ﻗﻮة‬ ‫ًا‬‫ﺪ‬‫ﺟﻴ‬ ‫ﺗﺪرك‬ ‫اﻟﺘﻲ‬ ‫اﻟﺸﺮﻛﺎت‬ ‫إﺣﺪى‬ ‫ﻫﻲ‬ ‫ﺳﺘﺎرﺑﻜﺲ‬
55

56. real estate sellers make sure that houses smell like vanilla or bakery or popcorn to
give the buyer the feeling of home and bring them back the childhood memories.
‫ﻟﻤﻨﺢ‬ ‫اﻟﻔﺸﺎر‬ ‫أو‬ ‫اﻟﻤﺨﺒﻮزات‬ ‫أو‬ ‫اﻟﻔﺎﻧﻴﻠﻴﺎ‬ ‫ﻣﺜﻞ‬ ‫اﻟﻤﻨﺎزل‬ ‫راﺋﺤﺔ‬ ‫أن‬ ‫ﻣﻦ‬ ‫اﻟﻌﻘﺎرات‬ ‫ﺑﺎﺋﻌﻮ‬ ‫ﻳﺘﺄﻛﺪ‬
.‫اﻟﻄﻔﻮﻟﺔ‬ ‫ذﻛﺮﻳﺎت‬ ‫واﺳﺘﻌﺎدة‬ ‫اﻟﻤﻨﺰل‬ ‫ﻓﻲ‬ ‫وﻛﺄﻧﻪ‬ ‫اﻟﺸﻌﻮر‬ ‫اﻟﻤﺸﺘﺮي‬
56

57. Taste
‫اﻟﺘﺬوق‬
Sensory Marketing - ‫اﻟﺤﺴﻲ‬ ‫اﻟﺘﺴﻮﻳﻖ‬
57

58. Taste
Use of taste in marketing is primarily limited to edible brands.
Challenged by hygienic and adequate issues associated with lick-able or edible marketing
materials.
‫اﻟﻤﺬاق‬
.‫ﻟﻸﻛﻞ‬ ‫اﻟﺼﺎﻟﺤﺔ‬ ‫اﻟﺘﺠﺎرﻳﺔ‬ ‫اﻟﻌﻼﻣﺎت‬ ‫ﻋﻠﻰ‬ ‫أﺳﺎﺳﻲ‬ ‫ﺑﺸﻜﻞ‬ ‫اﻟﺘﺴﻮﻳﻖ‬ ‫ﻓﻲ‬ ‫اﻟﺬوق‬ ‫اﺳﺘﺨﺪام‬ ‫ﻳﻘﺘﺼﺮ‬
‫اﻟﺼﺎﻟﺤﺔ‬ ‫أو‬ ‫ﻟﻠﻌﻖ‬ ‫اﻟﻘﺎﺑﻠﺔ‬ ‫اﻟﺘﺴﻮﻳﻖ‬ ‫ﺑﻤﻮاد‬ ‫اﻟﻤﺮﺗﺒﻄﺔ‬ ‫واﻟﻜﺎﻓﻴﺔ‬ ‫اﻟﺼﺤﻴﺔ‬ ‫اﻟﻤﺸﻜﻼت‬ ‫ﺗﺤﺪﻳﺎت‬ ‫ﺗﺠﺪ‬ ‫ﻟﻜﻨﻬﺎ‬
.‫ﻟﻸﻛﻞ‬
.‫ﻟﻸﻛﻞ‬ ‫اﻟﺼﺎﻟﺤﺔ‬ ‫ﻏﻴﺮ‬ ‫اﻟﺘﺠﺎرﻳﺔ‬ ‫اﻟﻌﻼﻣﺎت‬ ‫ﻓﺌﺎت‬ ‫ﻣﻦ‬ ‫ﻗﻠﻴﻞ‬ ‫ﻋﺪد‬ ‫ﻓﻲ‬ ‫ﺑﻨﺠﺎح‬ ‫اﺳﺘﺨﺪاﻣﻪ‬ ‫ﺗﻢ‬
58

59. Samples
The most common type of taste marketing is through samples of foods and beverages. These are very
common at supermarkets and liquor stores. The initial taste of something will help a consumer to
understand the food or beverage product in a visceral way.
‫ﻋﻴﻨﺎت‬
‫ﻣﺤﻼت‬ ‫ﻓﻲ‬ ‫ا‬ً‫ﺟﺪ‬ ‫ﺷﺎﺋﻌﺔ‬ ‫ﻫﺬه‬ .‫واﻟﻤﺸﺮوﺑﺎت‬ ‫اﻷﻃﻌﻤﺔ‬ ‫ﻣﻦ‬ ‫ﻋﻴﻨﺎت‬ ‫ﺧﻼل‬ ‫ﻣﻦ‬ ‫ﻫﻮ‬ ‫ﺎ‬ ً‫ﺷﻴﻮﻋ‬ ‫اﻟﺘﺬوق‬ ‫ﺗﺴﻮﻳﻖ‬ ‫أﻧﻮاع‬ ‫أﻛﺜﺮ‬
‫أو‬ ‫اﻟﻄﻌﺎم‬ ‫ﻣﻨﺘﺞ‬ ‫ﻓﻬﻢ‬ ‫ﻋﻠﻰ‬ ‫اﻟﻤﺴﺘﻬﻠﻚ‬ ‫ﻣﺎ‬ ‫ﻟﺸﻲء‬ ‫اﻷوﻟﻲ‬ ‫اﻟﻄﻌﻢ‬ ‫ﺳﻴﺴﺎﻋﺪ‬ .‫اﻟﺨﻤﻮر‬ ‫ﺑﻴﻊ‬ ‫وﻣﺤﻼت‬ ‫ﻣﺎرﻛﺖ‬ ‫اﻟﺴﻮﺑﺮ‬
.‫ﻋﻤﻴﻘﺔ‬ ‫ﺑﻄﺮﻳﻘﺔ‬ ‫اﻟﻤﺸﺮوﺑﺎت‬
59

60. New Flavors
Another method that some brands use to try to reach new audiences is by introducing new flavors. If
one product is working well, then broadening the category to offer different tasting versions can be a
great tactic.
‫ﺟﺪﻳﺪة‬ ‫ﻧﻜﻬﺎت‬
‫ﻧﻜﻬﺎت‬ ‫إدﺧﺎل‬ ‫وﻫﻲ‬ ‫ﺟﺪﻳﺪة‬ ‫ﺟﻤﺎﻫﻴﺮ‬ ‫إﻟﻰ‬ ‫اﻟﻮﺻﻮل‬ ‫ﻟﻤﺤﺎوﻟﺔ‬ ‫اﻟﺘﺠﺎرﻳﺔ‬ ‫اﻟﻌﻼﻣﺎت‬ ‫ﺑﻌﺾ‬ ‫ﺗﺴﺘﺨﺪﻣﻬﺎ‬ ‫أﺧﺮى‬ ‫ﻃﺮﻳﻘﺔ‬ ‫ﻫﻨﺎك‬
‫ﻳﻜﻮن‬ ‫أن‬ ‫ﻳﻤﻜﻦ‬ ‫ﻣﺨﺘﻠﻔﺔ‬ ‫ﺗﺬوق‬ ‫إﺻﺪارات‬ ‫ﻟﺘﻘﺪﻳﻢ‬ ‫اﻟﻔﺌﺔ‬ ‫ﺗﻮﺳﻴﻊ‬ ‫ﻓﺈن‬ ، ‫ﺟﻴﺪ‬ ‫ﺑﺸﻜﻞ‬ ‫ﻳﻌﻤﻞ‬ ‫اﻟﻤﻨﺘﺠﺎت‬ ‫أﺣﺪ‬ ‫ﻛﺎن‬ ‫إذا‬ .‫ﺟﺪﻳﺪة‬
.‫ﺎ‬ ً
‫راﺋﻌ‬ ‫ًﺎ‬‫ﺑ‬‫أﺳﻠﻮ‬
60

61. MacDonald uses the same taste among different dishes to program your brain.
.‫ﻋﻘﻠﻚ‬ ‫ﻟﺒﺮﻣﺠﺔ‬ ‫اﻟﻤﺨﺘﻠﻔﺔ‬ ‫اﻷﻃﺒﺎق‬ ‫ﺑﻴﻦ‬ ‫اﻟﻤﺬاق‬ ‫ﻧﻔﺲ‬ ‫ﻣﺎﻛﺪوﻧﺎﻟﺪز‬ ‫ﻳﺴﺘﺨﺪم‬
61

62. Combining the Senses
● While visual and audio are the most common sensory tools that are used in modern marketing, it’s a
good idea to think about the entire customer’s sensory experience.
‫اﻟﺤﻮاس‬ ‫ﺑﻴﻦ‬ ‫اﻟﺠﻤﻊ‬
●
، ‫اﻟﺤﺪﻳﺚ‬ ‫اﻟﺘﺴﻮﻳﻖ‬ ‫ﻓﻲ‬ ‫اﻟﻤﺴﺘﺨﺪﻣﺔ‬ ‫ﺎ‬ ً‫ﺷﻴﻮﻋ‬ ‫اﻟﺤﺴﻴﺔ‬ ‫اﻷدوات‬ ‫أﻛﺜﺮ‬ ‫ﻫﻲ‬ ‫واﻟﻤﺴﻤﻮﻋﺔ‬ ‫اﻟﻤﺮﺋﻴﺔ‬ ‫اﻷدوات‬ ‫أن‬ ‫ﺣﻴﻦ‬ ‫ﻓﻲ‬
.‫ﺑﺎﻟﻜﺎﻣﻞ‬ ‫ﻟﻠﻌﻤﻴﻞ‬ ‫اﻟﺤﺴﻴﺔ‬ ‫اﻟﺘﺠﺮﺑﺔ‬ ‫ﻓﻲ‬ ‫اﻟﺘﻔﻜﻴﺮ‬ ‫اﻟﺠﻴﺪ‬ ‫ﻓﻤﻦ‬
62

63. Combining the Senses
● Using sensory marketing is a great way to innovate in your field and to stand out from your
competitors.
‫اﻟﺤﻮاس‬ ‫ﺑﻴﻦ‬ ‫اﻟﺠﻤﻊ‬
●
.‫ﻣﻨﺎﻓﺴﻴﻚ‬ ‫ﻋﻦ‬ ‫وﻟﻠﺘﻤﻴﺰ‬ ‫ﻣﺠﺎﻟﻚ‬ ‫ﻓﻲ‬ ‫ﻟﻼﺑﺘﻜﺎر‬ ‫راﺋﻌﺔ‬ ‫ﻃﺮﻳﻘﺔ‬ ‫اﻟﺤﺴﻲ‬ ‫اﻟﺘﺴﻮﻳﻖ‬ ‫اﺳﺘﺨﺪام‬ ‫ﻳﻌﺪ‬
63

64. Combining the Senses
● Sensory marketing that appeals to the five senses will help your business become more creative. It
will broaden your reach, and potentially get more people talking about and buying from your brand.
‫اﻟﺤﻮاس‬ ‫ﺑﻴﻦ‬ ‫اﻟﺠﻤﻊ‬
●
‫إﻟﻰ‬ ‫ذﻟﻚ‬ ‫ﺳﻴﺆدي‬ .‫ﺎ‬ ً‫إﺑﺪاﻋ‬ ‫أﻛﺜﺮ‬ ‫ﻳﺼﺒﺢ‬ ‫أن‬ ‫ﻋﻠﻰ‬ ‫ﻋﻤﻠﻚ‬ ‫ﺳﻴﺴﺎﻋﺪ‬ ‫اﻟﺨﻤﺲ‬ ‫اﻟﺤﻮاس‬ ‫ﻳﺴﺘﻬﻮي‬ ‫اﻟﺬي‬ ‫اﻟﺤﺴﻲ‬ ‫اﻟﺘﺴﻮﻳﻖ‬
‫اﻟﺘﺠﺎرﻳﺔ‬ ‫ﻋﻼﻣﺘﻚ‬ ‫ﻋﻦ‬ ‫ﻳﺘﺤﺪﺛﻮن‬ ‫اﻷﺷﺨﺎص‬ ‫ﻣﻦ‬ ‫اﻟﻤﺰﻳﺪ‬ ‫ﻳﺠﻌﻞ‬ ‫أن‬ ‫اﻟﻤﺤﺘﻤﻞ‬ ‫وﻣﻦ‬ ، ‫وﺻﻮﻟﻚ‬ ‫ﻧﻄﺎق‬ ‫ﺗﻮﺳﻴﻊ‬
.‫ﻣﻨﻬﺎ‬ ‫وﻳﺸﺘﺮون‬
64

65. ● Without our conscious awareness, our bodily sensations help determine the
decisions we make.
● Such influences are subtle—and that’s exactly why they are so powerful.
Consumers don’t perceive them as marketing messages and therefore don’t react
with the usual resistance to ads and other promotions.
●
.‫ﻧﺘﺨﺬﻫﺎ‬ ‫اﻟﺘﻲ‬ ‫اﻟﻘﺮارات‬ ‫ﺗﺤﺪﻳﺪ‬ ‫ﻓﻲ‬ ‫اﻟﺠﺴﺪﻳﺔ‬ ‫أﺣﺎﺳﻴﺴﻨﺎ‬ ‫ﺗﺴﺎﻋﺪ‬ ، ‫اﻟﻮاﻋﻲ‬ ‫وﻋﻴﻨﺎ‬ ‫ﺑﺪون‬
●
‫أﻧﻬﺎ‬ ‫ﻋﻠﻰ‬ ‫اﻟﻤﺴﺘﻬﻠﻜﻮن‬ ‫إﻟﻴﻬﺎ‬ ‫ﻳﻨﻈﺮ‬ ‫ﻻ‬ .‫ﻗﻮﺗﻬﺎ‬ ‫ﺳﺒﺐ‬ ‫ﺑﺎﻟﻀﺒﻂ‬ ‫ﻫﻮ‬ ‫وﻫﺬا‬ - ‫ﺧﻔﻴﺔ‬ ‫اﻟﺘﺄﺛﻴﺮات‬ ‫ﻫﺬه‬
‫واﻟﻌﺮوض‬ ‫ﻟﻺﻋﻼﻧﺎت‬ ‫اﻟﻤﻌﺘﺎدة‬ ‫اﻟﻤﻘﺎوﻣﺔ‬ ‫ﻣﻊ‬ ‫ﻳﺘﻔﺎﻋﻠﻮن‬ ‫ﻻ‬ ‫وﺑﺎﻟﺘﺎﻟﻲ‬ ، ‫ﺗﺴﻮﻳﻘﻴﺔ‬ ‫رﺳﺎﺋﻞ‬
.‫اﻷﺧﺮى‬ ‫اﻟﺘﺮوﻳﺠﻴﺔ‬
Sensory Marketing - ‫اﻟﺤﺴﻲ‬ ‫اﻟﺘﺴﻮﻳﻖ‬
65

66. Most successful brands are those
that deliver feelings and emotions.
‫ﻫﻲ‬ ‫اﻟﻨﺎﺟﺤﺔ‬ ‫اﻟﺘﺠﺎرﻳﺔ‬ ‫اﻟﻌﻼﻣﺎت‬ ‫ﻣﻌﻈﻢ‬
.‫واﻟﻌﻮاﻃﻒ‬ ‫اﻟﻤﺸﺎﻋﺮ‬ ‫ﺗﻨﻘﻞ‬ ‫اﻟﺘﻲ‬ ‫ﺗﻠﻚ‬
66

67. ‫ﺷﻜﺮا‬
Thank You
PRESENTED BY:
ASSAL NCIB
67