Chapter 10: Alternative Marketing Flashcards
Define alternative marketing
Relies on buzz, word of mouth, and lifestyle messages at times and in places where consumers relax and enjoy hobbies and events
List the different forms of alternative marketing
- buzz marketing: word of mouth marketing that emphasizes customers passing along product information
- guerrilla marketing: designed to obtain instant results using low-cost unique approaches
- lifestyle marketing: marketing methods associated with the hobbies and entertainment venues of the target audience
- experiential marketing: combines direct marketing, personal selling and sales promotions to create a single consumer experience
- product placement: the planned insertion of a brand or product into a movie, television show, or program
- branded entertainment: the integration of entertainment and advertising by embedding brands into the storyline of a movie, television show, or other entertainment medium
What are the sources of buzz marketing
- individuals who truly like a brand: consumers who genuinely likes a brand and tells others about it
- individuals who are sponsored by a brand: these are individuals who favor the brands they sponsor or endorse, they introduce new products share information and announce special events (the company offers them the incentives and rewards in exchange for advocacy) these are ambassadors or house parties
- company or agency employees: employees posing as customers, high risk approach and associated with word of mouth (it encourages honesty of relationship, opinion, and identity)
Explain the buzz marketing stages
> inoculation: the product is introduced and it is difficult to create a buzz
> incubation: trendsetter starts using the product and buzz marketing is easier but still difficult
> infection: widespread use of the product begins, best time for a buzz marketing program
What are the buzz marketing preconditions
- brand must be unique, new or superior
- brand must stand out
- advertising should be memorable, intriguing, different and unique
- consumer involvement with the brand
What is stealth marketing
It is another form of buzz marketing that applies surrepetitious practices to introduce a product to individuals while not disclosing or revealing the presenters true relationship with the brand
What are reasons for using guerrilla marketing
- define a new way to communicate with customers
- to make advertising accessible to consumers
- to impact a spot market
- to create buzz
- to interact with consumers and build relationship
What are the characteristics of guerrilla marketing
- instant results with unique low cost approaches
- focus on region or area
- involve interacting with customers
- create excitement and generate buzz
Differentiate between traditional marketing and guerilla marketing
Traditional marketing
- requires money
- geared to large businesses with big budgets
- results measured by sales
- obliterates the competition
Guerrilla marketing
- requires energy and imagination
- geared to small businesses and big dreams
- results measured by profit
- cooperate with other businesses
What are the steps to create a positive experience for experiential marketing
1) choose a clear concise market segment
2) identify the right time and place to engage emotionally and logically
3) clearly reveal the brands promise
What are alternative media venues
- cinema advertising: these include more than just trailers, specific ads can be shown to a captive audience
- video game advertising: product placements in video games
- subways
- stairs and escalators
- parking lots and airlines
- shopping bags and clothes
What are the different forms of video game advertising
- in-game advertising
- interactive ads
- game related websites
- advergames
- sponsored downloads
- mobile games
Benefits of video game advertising
- positive brand association
- increased brand recall
- gamers find the games to be just as enjoyable when ads are present
What are effective point of purchase displays
- integrate the brands image into the display
- make the display easy to stock
- customize the display to fit the retailers store
- make the display dramatic to get attention
Reasons why brand communities form
- affirmation of the buying decision
- social identity and bonding
- exchange stories
- swap advice and provide help to others
- feedback and new ideas
Ways to enhance a brand community
- create benefits to encourage new customers to join
- provide materials not available anywhere else
- involve brand representatives in the groups
- promote communication among members
- sponsorship events and regular meetings
Reasons for increased spending in product placement and brand entertainment
- appear stronger in non-advertising context
- perception of what others think is important
- provides post purchase reassurance
- reaches people who place little value on brands
