TITLE

More bread, bigger circuses

AUTHOR(S)
Jackson, Kathy
PUB. DATE
March 1999
SOURCE
Advertising Age;3/29/1999, Vol. 70 Issue 13, pAM10
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article discusses the subject of the book The Experience Economy--Work Is Theatre & Every Business a Stage, by Joseph Pine II and James H. Gilmore. Pine and Gilmore are big boosters of nontraditional advertising, such as events and parties to get consumers out to see the products. But here is the kicker: They believe the winning companies in the next millennium must stage such dramatic, super events that they will get standing-room-only crowds with customers paying for admission. The event must be so hot that consumers will pay to see that Ford or Toyota or Chevy or Dodge. And they will wear the brand's clothing and talk about the brand to their friends. The authors also argued that if customers pay to see an event, companies are likely to do a better job of staging that event and positioning their products so people will continue to return.
ACCESSION #
18196774

 

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