End Show Slide 1 of 38 Copyright Pearson Prentice Hall 10-2 Cell Division.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 10-1 10 Chapter Ten...
-
Upload
gavin-stewart -
Category
Documents
-
view
216 -
download
3
Transcript of Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 10-1 10 Chapter Ten...
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 10-1
10 Chapter Ten
Alternative Marketing
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 10-2
Buzz Marketing• Word-of-mouth marketing
• Higher credibility• Fast growth – now $1 billion annually
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 10-3
Consumers Who Like a Brand
• Ideal ambassador• Buzz spread
• In person• Internet
• Chat rooms• Blogs• E-mails
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 10-4
Sponsored Consumers
• Typically individuals who already like brand• Offer incentives in exchange for advocacy• Selection based on
• Devotion to brand• Size of social circles
• Expected to delivery messages• Grassroots efforts• Low-cost marketing events• Online social networks
• Honest about relationship
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 10-5
Brand Ambassadors
• Sony• GPS Camera• 25 ambassadors• Cheryl Gillet
• Procter & Gamble• Justin Breton• 100 college ambassadors• Variety of P & G products• Created own marketing plans• Earnings up to $2,500 per semester
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 10-6
House Parties• Nestle Purina
• Spent $50,000 on 1,000 house parties• Chef Michael’s Canine Creations• Household
• Incomes greater than $60,000• Pamper pets
• Pepsi• Launch Sierra Mist Ruby Splash• Grow Marketing• Drinks delivered to 300 parties
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 10-7
Company Employees
• Employees posing as customers• High risk approach• Word of Mouth Marketing Association (WOMMA)
• Honesty of relationship• Honesty of opinion• Honesty of identity
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 10-8
Stealth Marketing
• Surreptitious practices• Thrives in online world• Ethical debate
• Shrewd method• Dishonest approach
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 10-9
Guerilla Marketing• Instant results with unique, low-cost approaches• Focus on region or area• Involve interacting with consumers• Create excitement• Goal is to generate buzz• Grassroots efforts
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 10-10
Lifestyle Marketing
• Associated with hobbies and entertainment• Contacting consumers where they go for
• Relaxation• Excitement• Socialization• Enjoyment
• A/X Armani Exchange• Music festivals and fashion shows
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 10-11
Experiential Marketing
• Direct marketing through interactive connection• Engage consumers• Nickelodeon
• Slime Across America tour• 30,000 kids• 20 million television impressions
• Cotton, Inc – Jack Morton Worldwide• Traveling mall exhibit• “The Fabric of Our Lives”
Direct marketing + Field Marketing + Sales Promotions
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 10-12
Product Placement• Planned insertion • Used since 1890s• Biggest surge in 1982 – E.T. and Reese’s Pieces• Product placements
• Increased awareness• More positive attitude toward brand• No immediate impact on sales
• Low cost per viewer• Movies• DVD movie rental• Pay-per-view television• Television
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 10-13
Branded Entertainment• Brand woven into the storyline• Use increased sharply with reality shows• Also found in novels, plays, songs, and movies
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 10-14
F I G U R E 10 . 7
Alternative Media Venues
• Subways• Street and mall kiosks• Escalators• Parking lots• Airlines• Shopping bags• Clothes
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 10-15
Mobile Phone Advertising• Growing rapidly• Types of ads
• Small banner ads• Click-to-call advertising• Search ads
• Special apps for mobile phones• QR codes
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 10-16
Video Game Advertising• Very attractive market
• Primary market is 17-34 year old males• Have become difficult to reach• Play shooting games
• Fastest growing market is females• Now 40% of market• Play puzzle and cerebral games
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 10-17
Cinema Advertising
• Ads prior to movie• Captive audience
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 10-18
In-Store Marketing• 60% of purchase decisions made in store• Funds represent small percent of budgets
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 10-19
F I G U R E 10 . 10Types of Advertising that Most InfluencedClothing Purchases
Source: Adapted from Amy Johannes, “Snap Decisions,” Promo, Vol. 18, No. 11 (October 2005), p. 16.
Direct mail In-store ads Online ads Print ads Radio ads Television ads Word-of-Mouth0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
7.4%
52.6%
10.4%
23.9%
1.8%
14.1% 15.8%
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 10-20
In-Store Marketing Tactics• In-store “make or break” time• Engage customers
• Most engaging• End-aisle displays• Merchandise displays
• Use color, light, sound, taste, and smell• Motion
• Video screens• Television monitors• Digital signage
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 10-21
Brand Communities
• Ultimate demonstration of• Brand loyalty