Interactivity+II+09 - Interactivity Affective, Integrated,...

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Interactivity Affective, Integrated, Relationship
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Two marketing approaches 1) Brand development (creativity, imagination). E.g. commercials, ad campaigns 2) Direct, interactive marketing (sales, measurement). E.g. coupons, call-in, infomercial, HSN, catalog. Merge in 1990s/2000s
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Interactivity When techniques of persuasion become part of everyday life.
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Problem: Technology Audience control over attention. attention- economy
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Problem: Technology Time-shifting; ad- skipping. How to get “stickiness”
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Response: Technology (e.g. Augmented Reality)
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Techniques of persuasion 1)Stealth/Viral/P2P/Guerrilla marketing 2) Affective marketing/Neuromarketing 3) Product placement 4) Interactive marketing: mass customization, relationship, user-generated content, crowdsourcing. 5) Social networking/Social Media/Online worlds
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1) Stealth/Viral/P2P/Guerrilla marketing
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From the Mall to the Streets Public spaces: now spheres of influence. Filled with marketers and persuasion agents.
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Problems
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Problems
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Problems
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Pee-formance anxiety
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Shepard Fairey
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From the Streets to the White House
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Appropriation
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Back to the Streets
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Branding towns
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Brand Ambassadors
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Interactive street marketing
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Interactive street marketing Pedestrians on Prince Street might hear a voice asking, directly in their ears, “Who’s there? Who’s there?” a few seconds later, the voice says, “It’s not your imagination”
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2) Affective marketing
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This note was uploaded on 10/26/2011 for the course JOURNALISM 567:274 taught by Professor Braitich during the Fall '10 term at Rutgers.

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Interactivity+II+09 - Interactivity Affective, Integrated,...

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