Chapter 10 Alternative Marketing

Alternative Marketing
The use of the buzz, word-of-mouth, and lifestyle messages at times when consumers are relaxing and enjoying hobbies and events
Buzz Marketing
An emphasis on consumers passing along information about a product to others; also known as word-of-mouth marketing
Stealth Marketing
The use of surreptitious practices to introduce a product to individuals without disclosing or revealing the true relationship with the brand
Guerrilla 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
Lifestyle Marketing
Marketing methods associated with the hobbies and entertainment venues of the target audience
Experimental Marketing
A program that combines direct marketing, field marketing, and sales promotions into a single consumer experience
Product Placement
The planned insertion of a brand or product into a movie, television show, or some other media program
Branded Entertainment
The integration of entertainment and advertising by embedding brands into the storyline of a movie, television show, or other entertainment medium
Branded video games
Point-of-Purchase (POP) Displays
Any form of special display that advertises merchandise
Brand Communities
A link that forms due to an association between the brand, a consumer, and others who own or purchase the brand

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