buzz - 14 Student ID # Buzz Marketing Submitted in Partial...

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14 Student ID # Buzz Marketing Submitted in Partial Fulfillment of the Course Requirements of BUS 220: Principles of Marketing University of Maine at Farmington Fall 2006 Due Date: Monday, 27 November 2006 Instructor: Dr. Thomas A. Maroney
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Table of Contents Introduction Pg. 1-2 Examples Pg. 2-8 Ethical Issues Pg. 10-13 Buzz on College Campuses Pg. 13-14
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Marketing is becoming more and more complicated as technology gets more and more advanced and the world becomes increasingly easier to connect with. The more connected the world gets through electronic communication even more avenues open up in which a marketing pitch can be delivered. Marketing as a topic is incredibly broad and complex. It ranges from mass media impersonal advertising to individualized communication. As society changes the consumers have become immune to certain marketing strategies that are overused or outdated. Companies must be one step ahead of the consumer so they can compete with other firms and not be looked over by potential buyers. In the globally connected society of today individuals are having advertisements shoved down their throats. Most of these come in the form of pop-ups or e-mails. With so much information being sent to one individual it is crucial that businesses do something unique to make themselves stand out. Buzz marketing is a way many businesses are trying to achieve this. The incentive for businesses is consumers are more likely to believe another consumer about their experience with a product then what stiff or actor on a T.V. ad is telling them. There are a few cases in which paid actors will help a buzz marketing campaign that will be talked about later.
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relies on word of mouth, and the influence of people on one another to be successful. Before the internet marketers presented information to consumers in an informal setting, it was designed to be personal and spontaneous. They want the consumer to not even be aware that they are being targeted, but also leave an impression on them. The target groups for this strategy were individuals who have a big influence among their peer group, the idea is they will tell there group of friends and create a ‘buzz’ around the product or service. Information is passed on in a manner that makes the recipient feel as if they are ‘in the know’. Today with over 1 billion people (16%) connected to the internet 1 buzz marketing has developed a new scheme. Today marketers assume the identity of the target audience and present there product through chat rooms, internet forums, or blogs. Instead of being able to only reach a limited number of people in a long period of time, advertisers can now pass information on to hundreds of thousands, if not millions in very short order. It is noticeable if you have ever frequented forums online. Often times there are a few people who will push one brand of product all the time, they have an answer for everything. Myspace is another great example of how buzz marketing is
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buzz - 14 Student ID # Buzz Marketing Submitted in Partial...

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