Intro to Ad PR Chapter 10

Alternative Marketing
Relies on buzz, word-of-mouth, and lifestyle messages at times when consumers are relaxing and enjoying hobbies and events. Integrating these venues into a coherent integrated marketing program that speaks with a clear voice and message should be the goal.
Buzz Marketing
Has become one of the fastest growing areas in alternative marketing. Also called word-of-mouth marketing. Emphasizes consumers passing along information about a product. Can be more powerful than the words of a paid spokesperson or endorser.
buzz marketing, guerrilla marketing, lifestyle marketing, experiential marketing, product placement and branded entertainment
Forms of alternative marketing?
consumer who like a brand and tell others, consumers who like a brand and are sponsored by company, company or agency employee
Buzz marketing can be supplied by?
inoculation, incubation, infection
Stages of buzz marketing in order:
Inoculation
Product is introduced. Only a few companies have been successful deploying buzz marketing during this stage. In most cases, buzz marketing does not work well at this stage unless company employs brand agents or brand ambassadors.
Incubation
Product is used by a few innovators or trendsetters.
Infection
Widespread use of the product occurs.
people trust someone else’s opinion more than paid ads, consumers like to render their opinions
Buzz marketing works for two primary reasons:
customer evangelists or brand ambassadors
Typically individuals who already like the brand that they sponsor. Company offers incentives and rewards in exchange for advocacy. Marketers select based on his devotion to brand and size of his social circle.
Word of Mouth Marketing Association (WOMMA)
Provides guidelines for companies seeking to generate word-of-mouth communications through employees, agency employees, or even sponsors or agents. Argues that individuals should be upfront and clearly identify themselves as being with the company.
honesty of relationship, opinion, and identify
Word of Mouth Marketing Association (WOMMA) encourages?
Stealth Marketing
Applies surreptitious practices to introduce a product to individuals while not disclosing or revealing the presenter’s true relationship with the brand. Thrives in the online world, most notably social media, due to ease of creating videos and offering brand endorsements.
Guerilla Marketing
Programs designed to obtain instant results through the use of limited resources by relying on creativity, high-quality relationships, and the willingness to try new approaches. Tend to focus on specific regions or areas. Originally aimed at small businesses. Historically, offers one of most successful alternative media marketing programs. Low cost.
Lifestyle Marketing
Involves identifying marketing methods associated with the hobbies and entertainment venues of the target audience. Includes contacting consumers at places such as farmer’s markets, bluegrass festivals, citywide garage sales, flea markets, craft shows, stock car races, and other places where large concentrations of potential customers convene. Finding a venue where consumers go for relaxation, excitement, socialization, or enjoyment and then matching it with the brand’s target market constitutes the key.
Experiential Marketing
Combines direct marketing, personal selling, and sales promotions into a single consumer experience. Typically involves direct marketing through interactive means such as special events and free samples. Seeks to engage consumers with the brand, rather than merely providing free samples.
Product Placements
Planned insertion of a brand or product into a movie, television show, or program that serves the purpose of influencing viewers.
Branded Entertainment
Integration of entertainment and advertising by embedding brands into the storyline of a movie, television show, or other entertainment medium.
video games, cinema, subways, street and mall kiosks, stairs, escalators, parking lots, airlines, shopping bags, clothes
Examples of alternative media:
in-game ads, rotating in-game ads, interactive ads, game-related websites, advergames, sponsored downloads, mobile game apps
Video game advertising:
Advergames
Branded video games numerous companies offer to be played on branded websites.
Point-of-Purchase Marketing
Traditionally, one of the most important components of in-store marketing, which include any form of special exhibit that advertises merchandise. Locate displays near cash registers, at end of an aisle, in a store’s entryway, or anywhere they might be noticed. Includes displays, signs, and devices used to identify, advertise, or merchandise an outlet, service, or product. Can serve as an important aid to retail selling.
restaurants, food services, apparel stores, footwear retailers
Manufacturers place greatest percentage of point-of-purchase materials in?
fresh, frozen, or refrigerated foods and professional services
Fastest-growing point of purchase categories?
Brand Communities
A link that forms due to an association b/t the brand, a consumer, and other who own or purchase the brand.
affirmation of the buying decision, social identity and bonding, swap stories, swap advice, feedback and new ideas
Reasons brand communities form:
In Stores
Majority of purchase decisions are made?
1982 E.T. and Reese’s Pieces
Biggest surge of product placement?