22. 行为体验 目通过设计及创造与身体、较长期的行为模式与生活型态相关的受众体验的广告,以改变消费者的行为、习惯、生活型态。通过增加他们的身体体验,指出做事的替代方法、替代的生活型态、与互动,丰富顾客的生活。而顾客生活型态的改变是激发或自发的,且也有可能是由偶像角色引起的(例如,影、视、歌星或是著名的运动员等)。
“心动不如马上行动”这个耳熟能详的广告辞,确实地表达出了行为体验的精髓,而现在,行为体验广告到处可见,就像某瘦身公司的广告“Trust Me You Can Make It”都在驱使的消费者们立即行动去消费他们的商品。所以,行动营销可说是目前市场上最常见的体验营销模块。
耐克每年销售逾一亿六千万双鞋,在美国,几乎每销售两双鞋中就有一双是耐克。该公司成功的主要原因之一,就是其出色的“尽管去做”(Just Do It)广告。
36. Experience AdvertisingThe Future of AdvertisingSymbol is something that represents something else by association, resemblance, or convention, especially a material object used to represent something invisible.
Introducing semeiology to Experience will change the conventional definitions of Experience to the core.
Introducing Experience to Advertising, advertisements can offer consume value.
37. Just a couple of things…..We see and listen to advertisements everywhere very time. It’s an ads world.
But we also find that most of us are trying our best to resist ads.
Why do we do so? It is because that those ads are not what we needed.
Then what kind of ads is we need? We need these kinds of ads which can offer us entertainment, education, esthetics and escapes. Such is Experience Advertising.
38. Experience Advertising-the conceptionExperience advertising is said to be practiced when advertisers go beyond meeting basic needs to excite the consumer, to build consumer activity by becoming part of the every day life experiences of the acceptor.
Experience advertising is about finding insights about people’s passions and the connections which are created – naturally and uniquely – between them and the equity in the brands.
Experience advertising is not a rant about using new media or old media. It’s about companies creating their own media, their own unique experiences of the brand which are simply irreplaceable. The experiences are central to the brand’s advertising approach, not a bolt-on to an expensive TV campaign.
40. Everywhere and Everything-Experience MediaMass media
Products
Identifier
Brand
Stores
Internet
Man
Almost everything
41. Experiential GridMass mediaExperiential mediaidentityproductbrandsstoressitessensefeelthinkrelateactstrategy plan of
Experience advertisingExperiential module