Sensory Marketing:Theoretical and Empirical Grounds Bertil Hulten
Sensory Marketing: Bertil Hultén, Niklas Broweus
Sensory Impact on Marketing: Magdalena Grebosz, Barbara Wronska
Sensory Marketing:Auflage 2009 B. Hultén, N. Broweus, M. van Dijk, Marcus Van Dijk
Audio Branding, also known as Sound Branding or Sonic Branding, describes brand communication through sound, using brand sound elements like an audio logo, a brand song or a brand voice. So far, brands have spent a lot of time and money on visual branding while sound hasnt been treated as a brand element that needs to be designed.The emerging of new media and devices with built-in audio delivery, such as podcasts, audiobooks, smartphones, expands the opportunities for Audio Branding but also increases the risks of causing noise pollution and a sonic mess. Consequently, the use of sound in brand communication demands careful attention.The articles in this book deal with functions of sound, the basics and principles of brand communication and Audio Branding, multi-sensory aspects of brand communication and legal matters concerning sound marks, among others. In case studies on projects with international brands, leading experts provide insight into what Audio Branding actually means in practice. This compilation is based on the German publication Audio-Branding that was released in 2007.
In this issue:IDEA WATCH´´The Science of Sensory Marketing´´. FEATURE ARTICLES´´Reaching the Rich World’s Poorest Consumers´´ by Muhammad Yumus, Frederic Dalsace, David Menasce, and Benedicte Faivre-Tavignot. ´´Leadership Summits that Work´´ by Bob Frisch and Cary Greene.´´Corporate Governance 2.0´´ by Guhan Subramanian. Please Note: Harvard Business Review does not publish in August. 1. Language: English. Narrator: Todd Mundt. Audio sample: http://samples.audible.de/pe/hbsp/150310/pe_hbsp_150310_sample.mp3. Digital audiobook in aax.
Practical techniques for applying neuroscience and behavior research to attract new customers. Brainfluence explains how to practically apply neuroscience and behavior technology and behavior research to better market to consumers by understanding their decision patterns. This application, called neuromarketing, studies the way the brain responds to various cognitive and sensory marketing stimuli. Analysts use this to measure a consumer´s preference, what a customer reacts to, and why consumers make certain decisions. With quick and easy takeaways offered in 60 short chapters, this book contains key strategies for targeting consumers through in-person sales, online and print ads, and other marketing mediums. This scientific approach to marketing has helped many well-known brands and companies determine how to best market their products to different demographics and consumer groups. Discover ways for brands and products to form emotional bonds with customers Find ideas for small businesses and non-profits Roger Dooley is the creator and publisher of Neuromarketing, the most popular blog on using brain and behavior research in marketing, advertising, and sales. Brainfluence delivers the latest insights and research, and will give you an edge in your marketing, advertising, and sales efforts. PLEASE NOTE: When you purchase this title, the accompanying reference material will be available in your My Library section along with the audio. 1. Language: English. Narrator: Mark Ashby. Audio sample: http://samples.audible.de/bk/adbl/004698/bk_adbl_004698_sample.mp3. Digital audiobook in aax.