CS148 Final Exam Ch10 – Flashcards
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• What are the forms of alternative marketing and alternative media programs?
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Buzz marketing Guerilla marketing Lifestyle marketing Experiential marketing Product placement Branded entertainment
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• What is word-of-mouth marketing also known as?
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buzz
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• Why is buzz marketing is attractive to marketers?
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High credibility Fast growth
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• In buzz marketing programs, brand ambassadors or customer evangelists are typically individuals that what?
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Brand ambassadors, customer evangelists - Typically individuals who already like brand - Offer incentives in exchange for advocacy - Honest about relationship
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• Companies normally select brand ambassadors for buzz marketing programs based on what criteria?
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- Devotion to brand - Size of social circles
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• Be able to identify the inoculation, incubation, and infection stages of buzz marketing.
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inoculation - when the product is being introduced. It is difficult to generate buzz marketing during this stage. Incubation - when the product is being tried by a few innovators and trendsetters. Buzz marketing is easier, but still difficult. Infection - when widespread use of the product begins. During this stage is the best time for a buzz marketing program. True customer-generated buzz occurs after awareness, and often the awareness is generated through traditional media.
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• In stealth marketing, how do brand ambassadors show and talk about a product to others?
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Talk about a product like you are a fan, do not disclose that you are being paid by brand
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• Identify lifestyle marketing.
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Involves identifying marketing methods associated with the hobbies, entertainment, and lives of the target audience. The idea is to intersect with consumers during their daily lives. For instance, A/X Armani Exchange reaches young consumers by sponsoring and setting up booths at music festivals and fashion shows.
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• What is product placement?
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A planned insertion in a movie, television show, book, or other form of entertainment. It has been used since the 1890s, but only recently has grown in popularity. - Increase awareness - More positive attitude toward brand - No immediate impact on sales
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• What is branded entertainment?
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Brand woven into the storyline Usage increased sharply with reality shows Also found in novels, plays, songs, and movies
