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Assignment on Sensory Marketing of Airtel

In: Business and Management

Submitted By singhalpreeti21
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INTRODUCTION TO TOPIC

SENSORY MARKETING: Marketing techniques that aim to seduce the customer by using his senses to influence his feelings and behavior.
Sense: Any of the faculties, as sight, hearing, smell, taste, or touch, by which humans and animals perceive stimuli originating from outside or inside the body.

HISTORY:
During the 1950s, marketers concentrated on using sight for branding. They focused on color and form to promote brands. This was because the main medium for advertising was posters. As television became popular, the consumers' sense of sound was appealed to in advertising. This was mainly during television commercials in the form of jingles (appendix a).
In the 1970s marketers began to find that smell could be used in brand promotion. They were also able to adjust the scent of their products to make them more palatable for the consumer. Recently sensory branding has developed to encompass all five senses.
Where it all starts…..

Perceptual Encoding (process of meaning attribution)
Sensation (five senses)
Stimuli (exposure)

See Ear Smell Taste Feel
Sight Sound Odor Flavor Texture

The Senses 1.

Visual Sight is the most used sense for marketing because it is the one most responsive to the environment. According to fashion retailer Gina Tricot, 'the eyes buy 70 or 80 percent of what people buy.' Sight is how the customer knows the product offering, quality, changes, materials, lights and colors. Shapes and color are the first aspects of a brand that is noticed by the customer. * Logos * Corporate colors * Character tools * Look/ appearance

2. Auditory Sound is used in branding to evoke emotions and feelings to influence brand experiences and interpretations.…...

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