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Sensation Marketing

Author

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  • Nufer, Gerd
  • Kern, Aline

Abstract

Sensation Marketing beschreibt eine Form des Guerilla Marketings, bei der eine eigens inszenierte und außergewöhnliche Aktion in der Öffentlichkeit durchgeführt wird. Die Art der Realisierung dieser Sensation bringt es mit sich, dass die Rezipienten ohne ihr Wissen ggf. sogar selbst Bestandteil dieses Marketing-Erlebnisses werden. Im vorliegenden Beitrag wird Sensation Marketing zunächst definiert und beschrieben, um anschließend näher auf seine Ziele und Instrumente einzugehen. Des Weiteren werden die für erfolgreiches Sensation Marketing erforderlichen Voraussetzungen dargelegt. Anhand verschiedener Beispiele werden abschließend die beiden in der Praxis zu beobachtenden Formen des Sensation Marketing - Guerilla Sensations und Ambient Stunts - veranschaulicht.

Suggested Citation

  • Nufer, Gerd & Kern, Aline, 2012. "Sensation Marketing," Reutlingen Working Papers on Marketing & Management 2012-01, Reutlingen University, ESB Business School.
    • Handle: RePEc:zbw:esbwmm:201201
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