Chapter 10 - Alternative marketing Flashcards
alternative marketing programs
What are the Alternative Marketing Programs?
- Buzz marketing / word-of-mouth
- Guerilla marketing
- Lifestyle marketing
- Experiential marketing
- Product placement and brand entertainment
What is Buzz Marketing / Word-of-Mouth Marketing?
Marketing program that emphasizes on consumers passing along product information like recommendations by a friend, family member or acquaintance.
Word-of-mouth association encourages
1. Honesty of relationship
2. Honesty of opinion
3. Honesty of identity
What are the stages of Buzz Marketing?
- Inoculation = product is introduced
- Incubation = product is used by a few innovators or trendsetters
- Infection = widespread use of the product occurs
What are the preconditions of Buzz Marketing?
- Product must me new, unique or superior
- Brand must stand out
- Consumer involvement with brand
- Advertising should be memorable, intriguing, different, unique
What is Stealth Marketing (part of Buzz Marketing)?
Introducing a product to individuals while not disclosing or revealing your relationship with the brand. Exp = tourist asking you to take a picture, only to keep talking about the camera.
What is Guerrilla Marketing?
Program that obtains instant results while using limited sources. Utilizes alternative tactics and venues to focus on finding unique ways of doing things. The tactic features creativity, quality relationships, and the willingness to try something unusual
What are the reasons for Guerrilla Marketing?
To find a new way to communicate with consumers, to interact with consumers, to make advertising accessible to consumers, to impact a spot market, to create buzz, to build relationships with the consumers.
What is Lifestyle Marketing?
A program that helps companies make contact with consumers in more offbeat and relaxed settings. It involves identifying marketing methods associated with the hobbies and entertainment venues of a target audience.
What is Experiential Marketing?
Program that combines direct marketing, personal selling, and sale promotions to create a single consumer experience. It typically involves direct marketing through interactive means such as special events with free samples.
What steps do we follow in Experiential Marketing?
- Choose a clear, concise market segment to target.
- identify the right time and place to involve consumers with the brand. Choose opportunities that fit with the consumer’s lives and when they can engage with the brand emotionally and logically.
- Make sure the experience reveals clearly the brands promise and represents the brand well to consumers.
What is Product Placement?
The planned insertion of a brand or product into a movie, tv show, or program. A product placement attempts to influence the viewers.
What is Branded Entertainment?
The integration of entertainment and advertising by embedding brands into the storyline of a movie, tv show or other entertainment medium.
What key factors influence effectiveness for Product Placement and Branded Entertainment?
- Media
- Supporting promotional activities
- Consumer attitudes toward placements
- Placement characteristics
- Regulations
What are examples of Alternative Media Venues?
- Video games (in-game placement)
- Cinema (forced to watch)
- Other (subway, stairs, escalators, airlines, parking lots, etc.)
What are In-Store Marketing Tactics?
Tactics used by retailers to engage consumers through signage, end-aisle displays, ceiling banners, and overhead mobiles. Color, light and sound are elements of in-store marketing.
