Chapter 14 (lecture 3) Flashcards
What is WOM?
Word of mouth is the act of one consumer talking to another about a brand (face-to-face, text, e-mail, phone, internet etc).
It is credible/authentic, and therefore very powerful
What is organic WOM?
Word of mouth that occurs naturally
What is buzz marketing?
The execution in marketing tactics specially designed to generate positive WOM marketing messages and create a virus-like exponential spread of those messages throughout the population of interest
What are product pushers?
Pople recruited by a company get a product predominantly seen and talked about in the marketplace
What are limitation evangelists?
Actors put on the payroll for stealth buzz campaigns. Their task is to slip commercial messages into everyday conversations
What are stealth celebrity endorsers?
A celebrity is paid to appear in a commercial and people know he/she is being paid for that.
What is consumer generated marketing?
The creation of advertising or other marketing content by the customer
What are the risks of consumer generated advertising?
- It may not be applicable for all products (toilet paper)
- Uncontrollable
- Can be harmful
What is a celebrity endorser?
An individual who enjoys public recognition and uses this recognition on behalf of a consumer product by appearing in an advertisement or engaging in some other marketing tactic.
What is product placement?
The insertion of branded goods and services within the content of popular media, including tv, movies, videogames, books and music.
What are the benefits of product placement?
- Added realism
- Reach and longevity
- Indirect endorsements
- Cost reduction
What is visual product placement?
Placing brands on screen within the setting or background of a program.
What is brand interaction?
Characters talk about the product or brand
What is brand integration?
The brand is woven into the thread of the story
What is sponsorship or branded entertainment?
The brand is the sole sponsor of the content, has extensive editorial control of the content and the editorial content or style typically matches closely the targeted audience of the brand
