An Introduction to Sensory Marketing
When you walk into a bakery, the smell wafting out of the oven is often enough to incentivize clients to purchase sweets. The sights, sounds, and smells of the modern marketplace are rarely _______. More likely, they are tools of an evolving strategy of psychological marketing called “sensory marketing” designed to win your loyalty and, most of all, your dollars.
“Sensory marketing” is an advertising tactic intended to appeal to one or more of the five human senses of sight, hearing, smell, taste, and touch to create an emotional _______ a specific product or brand. A successful sensory branding strategy _______ certain beliefs, feelings, thoughts, and memories to create a brand image in a customer’s mind. _______, if the smell of pumpkin spices in October makes you think of Starbucks, it’s no accident.
As an approach that appeals to the senses instead of logic, sensory marketing can affect people in a way that _______ marketing cannot. Classic mass marketing works on the belief that people — as consumers — will behave _______ when faced with purchasing decisions. They will systematically consider concrete product factors like price, features, and utility. _______, sensory marketing seeks to utilize the consumer’s life experiences and feelings. These life experiences have _______ sensory, emotional, cognitive, and behavioral aspects. In this way, customers will act according to their emotional impulses more than to their _______ reasoning.
Today, the most successful sensory marketing campaigns appeal to ________ senses. The more senses appealed to, the more effective the branding and advertising will be. Two major brands ________ for their multi-sensory marketing campaigns are Apple and Starbucks.
In its stores, Apple allows shoppers to fully “experience” the brand. Throughout these concept stores, customers are ________ to see, touch, and learn about the entire Apple brand. The stores are designed to convince prospective and ________ Apple owners that the innovate brand is and will contribute to be the key to enjoying “a state of the art” lifestyle.
As a pioneer in employing multi-sensory marketing, Starbucks’ philosophy is to ________ its customers’ senses of taste, sight, touch, and hearing. The Starbucks brand serves up this comprehensive package of sensual satisfaction through the use of ________ flavours, aromas, music, and printing that is known to appeal to its customers. All music played in Starbucks stores worldwide is selected from about 100 to 9,000 songs on CDs sent to the stores every month by the company’s main office. Through this approach, consumers in all countries and cultures can share much more than a good cup of coffee. They get the entire “Starbucks experience.”
51. A.obstacles | B.options | C.secrets | D.accidents |
52. A.conflict with | B.adaptivity to | C.association with | D.resistance to |
53. A.varies with | B.relies on | C.taps into | D.begins with |
54. A.In particular | B.For example | C.In fact | D.By contrast |
55. A.overseas | B.conventional | C.mature | D.stealth |
56. A.rationally | B.flexibly | C.carelessly | D.hesitantly |
57. A.Besides | B.Still | C.However | D.Therefore |
58. A.observable | B.interesting | C.compelling | D.identifiable |
59. A.objective | B.casual | C.subjective | D.neutral |
60. A.commercial | B.physical | C.individual | D.multiple |
61. A.blamed | B.noted | C.advertised | D.introduced |
62. A.cultivated | B.encouraged | C.persuaded | D.educated |
63. A.optimistic | B.independent | C.potential | D.existing |
64. A.impose | B.influence | C.satisfy | D.adopt |
65. A.consistent | B.mysterious | C.tempting | D.standard |