Experiential Marketing: The Customer and the Carbon Chain of Phenomenon Alexandra Richardson...
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![Page 1: Experiential Marketing: The Customer and the Carbon Chain of Phenomenon Alexandra Richardson Marketing, Media, and Communication II.](https://reader035.fdocuments.us/reader035/viewer/2022072011/56649e2f5503460f94b1fb47/html5/thumbnails/1.jpg)
Experiential Marketing:The Customer and the
Carbon Chain of Phenomenon
Alexandra RichardsonMarketing, Media, and
Communication II
![Page 2: Experiential Marketing: The Customer and the Carbon Chain of Phenomenon Alexandra Richardson Marketing, Media, and Communication II.](https://reader035.fdocuments.us/reader035/viewer/2022072011/56649e2f5503460f94b1fb47/html5/thumbnails/2.jpg)
What is Experiential Marketing?
Sometimes called “engagement,” “event,” “live,” or “participation” marketing
Designs an experience around a brand or product, versus promoting product benefits and features
Includes themed retail environments (“brandscapes”), promotional events, interactive and sense-engaging activities
Pioneers: Holbrook and Hirschman (1982); Pine and Gilmore (1999)
![Page 3: Experiential Marketing: The Customer and the Carbon Chain of Phenomenon Alexandra Richardson Marketing, Media, and Communication II.](https://reader035.fdocuments.us/reader035/viewer/2022072011/56649e2f5503460f94b1fb47/html5/thumbnails/3.jpg)
![Page 4: Experiential Marketing: The Customer and the Carbon Chain of Phenomenon Alexandra Richardson Marketing, Media, and Communication II.](https://reader035.fdocuments.us/reader035/viewer/2022072011/56649e2f5503460f94b1fb47/html5/thumbnails/4.jpg)
![Page 5: Experiential Marketing: The Customer and the Carbon Chain of Phenomenon Alexandra Richardson Marketing, Media, and Communication II.](https://reader035.fdocuments.us/reader035/viewer/2022072011/56649e2f5503460f94b1fb47/html5/thumbnails/5.jpg)
Environment
Definition:
a constructed space that implores you to rest and immerse yourself in an experience. The appropriate environment will give an audience a memorable experience; all are affected in some way by the elements within it. All-encompassing, it surrounds and envelops.
(Chelsey Thornton/Raquel Vargas Ramirez/Lydel Matthews/Marcus Renner)