2 - SocialInfluences onConsumerBehavior Marketing3250...

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Social Influences  on Consumer Behavior Marketing 3250 December 2, 2009
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Marketing Buzz
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Sony Ericsson’s “Fake  Tourists” Sixty actors took to the streets of  10 cities. They were innocent  looking, and they were seeking a  small favor (asking someone to  take a picture of them)… What do you think?  Is it OK?  Does it cross a line that traditional  advertising does not? 
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Mini
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Starbucks Promotion
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Audi: Art of the Heist http://www.campfiremedia. com/case-audi.php
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Truth Ad Campaign http://www.youtube.com/watch?  
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Creating Buzz with Freebies
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Free Airborne at the Airport
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Red Bull Promotion
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Gmail Power Users
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Marketer-Dominated Vs. Non- Marketer-Dominated Influence
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How Do These General  Sources Differ? Reach Capacity for two-way communication Info from a personal source may seem  more “real” Credibility Which do you think is more credible  (marketer- or non-marketer-dominated  sources? Why? Celebrities, media outlets, etc. can also  affect credibility
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Incorporate Non-Marketer- Dominated Sources Customer testimonials
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Ads designed to  look like editorial  content Have you ever come  across this? Incorporate Non-Marketer- Dominated Sources
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Use Personal Sources to  Enhance 2-Way Comm.
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Opinion Leaders Opinion leader:  “someone who acts  as an information broker between  the mass media and the opinions  and behaviors of an individual or  group” What do you think makes someone an  opinion leader?
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2 - SocialInfluences onConsumerBehavior Marketing3250...

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