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Experience RealmsExperience Realms
Absorption
entertainment educational
Passive Active
Participation Participation
esthetics escapist
Immersion
Products Experiences Products Experiences
TangibleStandardizedProduction
separate from consumption
Not perishable
IntangibleContext-
dependentSimultaneous
production and consumption
Perishable
Economic DistinctionsEconomic DistinctionsOffering Products Services ExperiencesEconomic make deliver stageNature tangible intangible memorableKey attribute standardized customized personalSupply inventoried delivered revealedSeller manufacturer provider stagerBuyer user client guestFactors of features benefits sensations demand
GAPS Model ofService QualityGAPS Model ofService Quality
Audience expectations - standards of reference points brought to a situation; sources are from pricing, advertising, promotion, and personal experience and word of mouth
Audience perceptions - subjective assessments of the actual experience
Four Provider GapsFour Provider Gaps
1. Not knowing what customers expect2. Not selecting the right experience
designs and standards3. Not delivering experience designs and
standards4. Not matching performance to promise
When have you experienced a service gap?
SERVQUAL elementsSERVQUAL elements
Access Communication Competence Courtesy Credibility Reliability Responsiveness Security Tangibles Understanding customers
Valuing Entertainment AssetsValuing Entertainment Assets
Tangible assets: buildings, stock, venture capital
Intangible assets: franchises, licenses, royalties, copyrights, trademarks, good will, and brand or logo
Factors to Consider When Marketing ExperiencesFactors to Consider When Marketing Experiences
Immediacy - one chance and it’s goneAttention - awareness, evoked setConvergence - weaving products and
services together
Media, entertainment, and stars converge to promote in:Media, entertainment, and stars converge to promote in:
Advergames Advertainment Product integration Product placement Product advertising Service advertising Blogs Music-tie-ins
What examples can you suggest of each?
Products are used to promote media and entertainmentProducts are used to promote media and entertainment
Licensed merchandiseAdvertiser funded programsBottle cap and can top premiumsSupermarket discountsConsumer-produced ads
Audience TypesAudience TypesPredicted audiences - segments likely to
view or attend experience; changingMeasured audiences - size and composition
of audience reached by media or attending performance; central economic currency
Actual audiences - globally fragmented; difficult to determine accurately
Audience MarketplaceAudience Marketplaceaudience measurement firms < <
^ ^
^ ^
Consumer > > predicted measured actual Advert-
Sample v audience audience audience isers
v the audience product v v v
v v
media organizations < < < < <
Cultural DimensionsCultural Dimensions
Long-term orientationPower/distanceIndividualism/collectivismMasculinity/femininityUncertainty avoidance