Perceptual & Sensory marketing

The definition of "Perceptual" is relating to the ​ability to ​notice something or come to an ​opinion about something using ​your ​senses. However, in this article it is more than this. It also useful into market with sensory marketing and perceptual mapping.

How sensory marketing and perceptual mapping can be use into market?
Marketers and organizers create different attractions from different sensory directly or indirectly, if they want to get consumers' attention.

There are 2 ways to get it: personal selection and stimulus selection. For the personal one, marketers can focus on: Experience / Perceptual filters and Adaptation.
- Experience :attention+exposure ≈ might change  human behavior , but sometime human brain will ignore the thing that they know which decrease or cannot charge human behavior.
-  Perceptual filters : Some kind of  people have the concept or position about the thing that they know such as vegetarians cannot eat meant. However, it does not mean that it cannot be change. Use different part of ways to consider and notice people to something and find a way to change it.
- Adaptation : it means consider and create the new thing. People like the new thing which can impressed them.

On the other hand, Stimulus selection should think about it BEFORE design the event which including Contrast / Size / Color / Position / Novelty.

Experiential versus Traditional Marketing.

05.10.2015

For the first class topic is Experiential versus Traditional Marketing.
Experiential marketing is a new aspect in marketing and which made different type of industries and companies use this to create experiences for their targets. On the other hand, Schimitt (1999) points out the difference between experiential and traditional marketing is "traditional marketing views consumers as rational decision makers who care about functional features and benefits ; experiential marketers view consumers a rational and emotional  human beings who are concerned with achieving pleasurable experiences."

Experiential marketing focus on 3 keys determinants with 5 type of human senses.
3 key determinants

5 type of experiences

3 key determinants

The Omnipresence of Information Technology	-          Varity promotions as well as improvement in the information revolution speed. For example: from print to voice. -          Connect and share an experiential universe with one another anytime
The Supremacy of the Brand	-          Promote the brand reputation -          Provide and enhance customer experiences, such as some kinds of productions which not traditionally think of brand.
The Ubiquity Communications and Entertainment	-          Things that can connect people or social directly or indirectly such as newspaper, mobile app etc. -          No efforts to provide fun and entertainment for their customers

In contrast, Traditional marketing is simple and focusing on strategy, planning, and implementation of the promotional design.  

References
Dormann, C. (2005). Affective experiences in the Home: measuring emotion. Retrieved from http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.83.4660&rep=rep1&type=pdf.

Super Duper. (2009). Creating Rich Sensory Experiences . Retrieved from :http://www.superduperinc.com/handouts/pdf/206_CreatingRichSensoryEx.pdf.

Schmitt, B. (1999). Experiential Marketing. Journal of Marketing Management, 15 (1), 53-67. doi: 10.1362/026725799784870496.

The First (30/09/2015)

30/09/2015 is a nice day to set up my CBEM's Blog. This blog is for my consumer behavior and experience marketing which is one of year 2' modules.

In next 24 weeks. I will share all the thing and my opinions that I learn from class and read from books.

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28/09/2015 (SUN)

There are a bad news and a good news from my first CBEM' class.

Bad news is there are lots of works to do this year (T_T)
I let friends to call me "lazy lady" which mean i am not the hard working person!!! Therefore, i am pretty sure not only this module has many works to do......

However, the good news is teacher is David again (>W<)b.
( Don't ask me why as all of you know it, HEHEHE...)

Moreover, there are many students who from Shanghai this year. It is nice to meet and study with all of them.



Hopeful i have a wonderful year 2 at all.