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  • 1. Bengtsson, Elin
    et al.
    Eriksson, Kristian
    Upplevelsebaserad marknadskommunikation som förupplevelse: Ett koncept för att bygga förupplevelsen inför evenemang2016Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    The study deals with concept development for marketing communications from a pre-experience perspective, applied to a business active in the music industry. A selective experience theoretical review presents relevant background theories upon which the study is based. The study's inductive approach is based on above mentioned theories and furthermore qualitative interviews with event organizer Företaget, whereupon empiricism has been linked to the theory and thereby created the framework for our concept. The concept aims to focus the company's strategic efforts around marketing communications based on Pine and Gilmore's experience model called 4E (1999). This means taking the targeted audience through the four elements of experience; - entertainment, education, aesthetics and escapism. This, with a variety of passive and active engagement. The physical product is presented in this study as an application for smartphones. The study intends to guide Företaget in the development of their target audience’s pre-experience through its marketing communication. The concept aims to serve as an easily accessible and user-friendly meeting place where the pre-experience can be built by artists and target audience together. The application provides different activities and information that enables the audience to experience the four elements in the 4E model and guide them between its dimensions.

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