The Effectiveness of Experiential Marketing in Building Governmental Advertising Campaigns

Abdo, Abeer Hassan; Nada, Mai Ali; Kater, Basma

doi:10.21608/jdsaa.2022.141628.1192

The Effectiveness of Experiential Marketing in Building Governmental Advertising Campaigns

Document Type : Original Article

Authors

¹ Advertising department- faculty of applied arts- helwan university- Egypt

² Advertising Department - Faculty of Applied Arts - Helwan University - Egypt, Program Director at the College of Art and Design, King Solomon International University - Egypt

³ Faculty of applied arts, Helwan Univ.

10.21608/jdsaa.2022.141628.1192

Abstract

Studies have proven the effectiveness of innovative marketing methods in government institutions in bridging the gap between them and society. The importance of government advertising campaigns as a means of communication and dialogue with the community and informing it of development plans and reform methods, whether in the social, economic or environmental dimension. The problem lies in the failure of some government advertising campaigns to achieve their goals of addressing the public and changing behavior, as a result of relying on traditional marketing methods that do not contribute effectively to the delivery of campaign messages, as employing innovative marketing strategies in designing advertising campaigns is one of the most important factors that contribute to the impact Effective design of government advertising campaigns aimed at changing a particular social behavior or motivating the public to participate in society. Experimental marketing is considered one of the most effective and innovative marketing tools in addressing problems and providing higher value to the audience, as it can formulate the messages of advertising campaigns in a set of experiences for the target audience through the physical environment and social interactions, and involve it in an experimental process, in order to achieve the desired results from the government advertising campaign.

Keywords