ppt_10 - 10 Alternative Marketing Chapter Overview...

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RETL369 13-1 Alternative Marketing Traditional media faces challenges Alternative methods have emerged Buzz marketing Guerilla marketing Product placement Branded entertainment Lifestyle marketing Alternative media In-store marketing Brand communities 10 Chapter Overview
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Alternative Marketing Programs Traditional media faces many challenges with clutter and declining attention. The goal is to reach consumers in unexpected ways or in everyday life situations that resonate with consumers and where there is less competition for attention. Alternative marketing requires creativity and imagination Identify intersect paths brand presence RETL369 13-2
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Alternative Marketing Programs Buzz marketing Guerilla marketing Lifestyle marketing Experiential marketing Product placement Branded entertainment Brand presence in Second Life RETL369 13-3
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