Study Behavioral Experience Advertisement In The Experience Economy Era

With today’s social and economic stability，fast development and rapidly increasing peopleliving standards and consumption levels, consumers became the dominant commodity marketsand the experience economy era has arrived. In order to meet the social and economicdevelopment and consumer attitudes, experiential marketing emerged and developed rapidly. Asthe subsystem of marketing, advertising also need to advance with the times and pay attention tothe audience’s mind and body experience which in order to better serve the experientialmarketing by the form of experience advertising.According to the structure of experiential marketing-strategic experience modulesclassification, the experience advertising can be classified into five major categories which areSensory Experience Ad, Emotional Experience Ad, Thinking Experience Ad, AffiliateExperience Ad and Behavioral Experience Ad. The first four of them were started earlier, moremature, which categorized as traditional experience advertisement. However, the final one---Behavioral experience advertisement only in its infancy and the development of it is far behindthe other four traditional experience advertisements, which has not only become the gap ofexperience advertisement system, but also become a breakthrough in the development ofexperiential advertisement.Behavioral experience advertisement is needed to target people involved in physical actionto render full ad, so that the audience get to experience a new type of physical and mental formsof advertising. Due to the need of actors involved in target behavior, the design and the presentof behavioral experience advertising and more complex than the traditional experienceadvertising. Conduct research on behavioral experience advertising and create a more complete theory of behavioral experience advertising not only to further improve the theoretical system ofexperience advertising, also helps to guide the diversification of advertising design and good forthe advertising industry’s progress. The dissertation begins with marketing and advertisingperspective to sort out experiential advertising theory system, then, according to psychology,behavioral science, advertising design and other disciplines, give more detailed analysis for thetheoretical system and design methods of behavioral experience advertising. Therefore, in orderto make the same pace of development between the advertising industry and ExperienceEconomic, it is necessary to conduct theoretical research on behavioral experience advertising.