Marketing ch 10 Flashcards
What are the forms of alternative marketing and alternative media programs?
- Developing alternative marketing programs requires creativity and imagination. Marketers look for new places where a consumer’s path intersects with a brand’s presence. The goal is to reach consumers in unexpected ways or in everyday life situations that resonate with consumers and where there is less competition for attention. Works for two primary reasons. First people trust someone else’s opinion over paid advertisement, second customers like to render their own opinions and share their thoughts.
- Buzz marketing, guerrilla marketing, lifestyle marketing, experiential marketing, product placement and brand entertainment, individuals who truly like a brand, individuals who are sponsored by a brand, company or agency employees.
Buzz marketing
fastest growing areas in alternative marketing. estimated expenditures for buzz marketing are now $1 billion annually. Buzz marketing emphasizes consumers passing along information about a product. Since buzz marketing is a word of mout ffrom individual, it has -higher level of credibilty-. Compared to stages of a virus: Inoculation, incubation, infection.
Buzz marketing Inculation
is when the product is being introduced. It is difficult to genreate buzz.
Buzz marketing incubation
incubation is when the product is being tried by a few innovators and trendsetters. Buzz marketing is easier but still difficult.
Buzz marketing infection
infection is when widespread use of the product begins. During this stage is the best time for buzz marketing program. True customer-generated buzz occurs after awareness and often the awareness is generated through traditional media.
Guerilla marketing
was developed by jay Conrad Levinson. it is designed to bring instant results with low cost unique marketing methods. Guerrilla marketing focuses on a region or area and involves interacting with consumers in a unique and different way. The goal is to create excitement and to generate buzz. It is often connected with grassroots efforts to launch a brand or to market a product. Often alternative media are used. Ex: twinkie mascot and food trucks sent to major markets;. This involves interacting with customers.
Lifestyle Marketing
Lifestyle marketing involves identifying marketing methods associated with hobbies, entertainment, and lives of the target audience. It involves making contact with consumers where they go for relaxation, excitement, socialization, and enjoyment. The idea is to intersect wiht consumers during their daily lives. For instance, A/X Armani exchange reaches young consumers by sponsoring or setting up booths at music festivals and fashion shows. H&M lounge in coachella.
Experiential marketing
experiential marketing is the intersection of direct marketing, field marketing, and sales promotions. Its basic premise is increasing the experience of direct marketing though an interactive connection. Rather than just pass out samples the ideas is to make it and experience the consumer will remember. Nickelodeon used experiential marketing with its Slime Across America Tour. 30k kids were exposed to the exhibit, and 20 million television impressions resulted.
1) choose marketing segments to target
2) identify right time and place and let them engage with brand emotionally, and logically,
3) Make sure experience and reveals clearly the brand promise and represents the brand well to the customers .
Product placement
Product placement and branded entertainment are alternative marketing methods designed to make an impression on people without looking like advertising.
branded entertainment
integrates entertainment and ad by embedding the brand into the story line of the movie, TV show, or other entertainment medium. The use of branded entertainment increased sharply with the rise of TV reality shows. It is also the use of branded entertainment increased sharply with the rise of TV reality TV shows. It is now found in novels, plays, songs, and novels. Budget for product placement and branded entertainment have been increasing for several reasons. 1) The appeal is stronger for a brand in a non-ad context 2) Perceptions of what others think is important, so if a favorite actor or actress is seen using the brand, then it supports the consumer using it. 3)It provides post–purchase reassurance that a good decisions was made. 4) it can reach individuals who place little value on brands. If someone they admire uses a particular brand, then maybe he/she should consider purchasing it.
examples of alternative media marketing
video games, cinemas, subways, street, and mall kiosks, escalators, parking lots, airlines, shopping bags, clothes
product placement in video games
has been common. generating about 1 bil a year in advertising revenue. Video games are a very attractive market. about 75% of online households spend at least 1 hour per month playing online games. about 27 % of online households spend 30 or more hours playing games online. The primary market for video games si 17-34 years old males which has been a marketing segment that has been difficult for marketers to reach. The fastest growing market for video games are females. Which now makes up 40% of the market.
What is word of mouth markeigint also known as
buzz marketing
why is buzz marketing attractive to marketers?
a recommendation by another person carries a higher lvl of credibility than does advertising
in buzz marketing programs, brand ambassadors or customer evangelists are typically individuals that what?
These people who already like the brand they sponsor. The company provides incentives or rewards in exchange for advocacy. Some are asked to develop low cost events and promote brand through social media
