Chapter 10 Alternative Marketing

Question 1

What are the forms of alternative marketing and alternative media programs?

Answer 1

Buzz Marketing
Guerilla Marketing
Lifestyle Marketing
Experiential Marketing
Product Placement
Branded Entertainment

Question 2

What is word-of- mouth marketing also known as?

Answer 2

Also known as buzz marketing.

Question 3

Why is buzz marketing is attractive to marketers?

Answer 3

Has a high level of credibility and a fast growth rate.

Question 4

In buzz marketing programs, brand ambassadors or customer evangelists are typically individuals that what?

Answer 4

Typically individuals who already like the brand.

Question 5

Companies normally select brand ambassadors for buzz marketing programs based on what criteria?

Answer 5

Based on devotion to brand, and the size of their social circles.

Question 6

Be able to identify the inoculation, incubation, and infection stages of buzz marketing.

Answer 6

Inoculation - When the product is introduced.
Incubation - When the product is used by a few.
Infection - When the product is used widespread.

Question 7

In stealth marketing, how do brand ambassadors show and talk about a product to others?

Answer 7

apply surreptitious practices to introduce a product to individuals while not disclosing or revealing the presenter’s true relationship with the brand.

Question 8

Identify lifestyle marketing.

Answer 8

Associated with hobbies and entertainment and contacts consumers on where they go.

Question 9

What is product placement?

Answer 9

is planned insertion into movies/tv/radio etc. to increase awareness and create a positive attitude towards the product. (Biggest Surge in 1982 - ET and Reese’s Pieces)

Question 10

What is branded entertainment?

Answer 10

When the brand is woven into the entertainment. The usage of branded entertainment increased sharply with reality tv and can be seen in novels/plays/songs/movies etc. (Up in the Air Movie - American Airlines)