Guía para el uso del Marketing Experiencial, Publicidad Emocional y Advertainment en la Industria Automotriz. Caso Renault Logan

Abstract:

Companies should not overlook the fact that consumers “listen to their heart” when making a purchase. This is because they are highly emotional and wish to see that reflected in the brands, the products and the services they are paying for. Marketing and Advertising strategies from the automotive sector should establish links with relevant moments in the lives of the consumer, touch their hearts, open their minds and develop positive perceptions towards the brands rather than the product as such. Nowadays we can see that advertising related to the automotive sector bases it is communication purely on rational information about the product, benefits and price. 70% of purchases are determined by emotions, reason why companies from the automotive sector such as Renault, should define their communication strategies according to the needs and requirements of the market and the new tendencies...

Año de publicación:

2015

Keywords:

• ENTRETENIMIENTO
• MARKETING EXPERIENCIAL
• PUBLICIDAD EMOCIONAL
• Industria Automotríz

Fuente:

rraae