BUS131D_Lecture17_Handout

BUS131D_Lecture17_Handout - Promotion: Alternative...

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Promotion: Alternative Marketing Dr. Michael Merz College of Business San Jose State University
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Dr. Michael Merz College of Business, San Jose State University 2 Today’s Agenda Alternative Media Programs Buzz Marketing Guerrilla Marketing Product Placement and Branded Entertainment Lifestyle Marketing Alternative Media Venues/Tactics Alternative In-store Marketing Brand Community Marketing
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Dr. Michael Merz College of Business, San Jose State University 3 What is the craziest advertising campaign you have every seen?
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Dr. Michael Merz College of Business, San Jose State University Alternative Marketing Requires creativity and imagination. Goal is to identify new places where a consumer’s path intersects with a brand’s presence and then develop a marketing message for those points. Supplement or substitute mass media advertising with more targeted (and mostly inexpensive) media options. 4
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Dr. Michael Merz College of Business, San Jose State University Buzz Marketing Word-of-mouth marketing Higher credibility Methods of generating buzz Consumers who like a brand Sponsored consumers Company or agency generated buzz (but, WOMMA: dishonest and unethical; to be ethical, word-of-mouth needs to encourage honesty of relationship, opinion, and identity) 5
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Dr. Michael Merz College of Business, San Jose State University Buzz Marketing Sponsored Consumers Agent or advocate for a new brand Sony Brand ambassadors or customer evangelists for existing brands Typically individuals who already like brand Offer incentives in exchange for advocacy Selection based on Devotion to brand Size of social circles Expected to deliver messages Grassroots efforts Low-cost marketing events Lee jeans 6
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Dr. Michael Merz College of Business, San Jose State University Buzz Marketing Stages and Preconditions Three stages Inoculation Incubation Infection. Preconditions
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This note was uploaded on 09/08/2010 for the course BUS 131D at San Jose State University .

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BUS131D_Lecture17_Handout - Promotion: Alternative...

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