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CHP 10: Alternative Marketing
Terms in this set (76)
Forms of alternative marketing
The use of buzz, word-of-mouth, and lifestyle messages at times when consumers are relaxing and enjoying hobbies and events
alternative marketing programs
Developing _______ requires creativity and imagination. Marketers look for new places where a consumer's path intersects with a brand's presence.
unexpected ways or in everyday life situations that resonate with consumers and where there is less competition for attention
The goal of alternative marketing programs is to reach consumers in .
buzz, word-of-mouth communications, and people being receptive to lifestyle messages.
Success of alternative marketing programs is based on
emphasizes consumers passing along information about a product.
fastest growing areas in alternative marketing.
Buzz marketing has become one of the
Estimated expenditures for buzz marketing are now at _____ annually.
level of credibility.
Since buzz marketing is word-of-mouth from an individual, it has a higher
Agent or advocate for a new brand
person's devotion to a brand and the size of his/her social circle.
The selection of brand ambassadors is based on a
customer evangelists, typically individuals who already like the brand
offer incentives in exchange for advocacy
Since the idea is to talk to their friends and other people, the size of the social influence is important. They are expected to design their own grassroots effort on how they will promote the brand. Many will use low-cost marketing events and even online social networks.
genuine and really believe in the product being pitched.
-ex his physical therapy testimonial
Although the individual is being sponsored, the key to success of brand ambassadors is that they are
Another approach is to use house parties. Nestle Purina spent about _____ on 1,000 house parties to introduce pet lovers to Chef Michael's Canine Creations. The house party sponsors had to have incomes greater than $60,000 and believe in pampering pets.
Pepsi used house parties to launch its Sierra Mist Ruby Splash. It contracted with a firm called Grow Marketing to locate individuals to host the parties. Pepsi delivered free drinks to about 300 parties.
offers house parties and brand ambassadors
-suzanne ermel, black box wine
identify themselves as employees and the public finds out.
The last approach to buzz marketing is using company or agency employees.
or employees can pose as customers
It is a high-risk strategy, especially if people don't
1) Be honest about the relationship you have with the company and what you get for being a sponsor. 2) Be honest with your opinion. Don't say just what the sponsor company wants you to say. 3) Be honest about your identity.
The Word of Mouth Marketing Association (WOMMA) suggests three principles to follow for any type of buzz marketing campaign.
uses surreptitious practices to introduce a product to someone or fails to reveal the individual's true relationship with the brand.
Stealth marketing thrives in the ______ because people can hide their true relationship with the brand.
shrewd method or dishonest approach
Marketers debate if stealth marketing is ethical. Some argue it is a shrewd approach to get around all of the clutter. Others argue it is a dishonest approach since ambassadors hides their identities and are actually pitching products.
developed by Jay Conrad Levinson. It is designed to bring instant results with low-cost, unique marketing methods.
region or area
Guerilla marketing focuses on a ______ and involves interacting with consumers in a unique and different way.
excitement and to generate buzz.
The goal of guerilla marketing is to create
Guerilla marketing is often connected with _____ to launch a brand or to market a product. Often alternative media are used
bounty towels put a giant popsicle on the sidewalk and had a sign "bounty can pick this up"
guerilla marketing ex:
involves identifying marketing methods associated with the hobbies, entertainment, and lives of the target audience.
relaxation, excitement, socialization, and enjoyment.
Lifestyle marketing involves making contact with consumers where they go for
A/X Armani Exchange reaches young consumers by sponsoring and setting up booths at music festivals and fashion shows.
The idea of lifestyle marketing is to intersect with consumers during their daily lives. For instance,
getting products noticed has become increasingly difficult so companies have shifted more dollars to product placements and branded entertainment
is a planned insertion in a movie, television show, book, or other form of entertainment. It has been used since the 1890s, but only recently has grown in popularity.
Product placement and branded entertainment
are alternative marketing methods designed to make an impression on people without looking like advertising.
The biggest surge in product placement came in 1982 with E. T. and Reese's Pieces. The placement of the Reese's Pieces in the movie spurred a 65% increase in sales following the movie's release.
increases awareness of the brand and creates a more positive attitude towards the brand, but does not have any immediate impact on sales.
Research has found that product placement
low cost per viewer of impressions.
From a cost standpoint, product placement has a
movie. After the movie has played in theaters, it goes to DVD movie rentals, to pay-per-view television, then to the movie channels on television.
A primary advantage of product placement is that the impressions do not stop with the
Top Television Product Placements
A.C. Nielsen research has further reinforced the positive impact of brand placements.
Brands that were placed in "emotionally engaging" programs were recognized by ___ more viewers.
Brand recognition increased ___ in programs deemed to be "highly enjoyable."
For other popular programs, positive feelings toward the brand increased by ___
•Street and mall kiosks
Examples of Alternative Media
Video Game Advertising
$7 billion per year spent on in-game ads
Very attractive market
-75% of online households spend at least 1 hour per month playing online games
-27% average 30 hours or more
-Primary market is 16-34 year old males
-Fastest growing market is females
-Rotating in-game advertising
-Mobile game apps
Video Game Advertising forms
occurs prior to the movie. It is a captive audience. Most will watch the ad.
It was shown in 17,300 theaters. HP placed 2,600 plasma screens in the lobbies of theaters and delivered 50,000 demonstrations of the printer. The lobby screens produced 700,000 gross impressions.
HP recently used the cinema to launch its Photosmart Premium Printer. HP had a 30-second spot in the pre-feature programming on all screens in the theaters.
-Parking lots, stairs, escalators
-Visit South Walton (Unique airport signage)
-Facial recognition digital displays
Other Alternative Media
Approximately _____ of all purchase decisions are made inside retail stores.
IN STORE MARKETING
In a survey of consumers, ____ said that in-store signage, displays, or point-of-purchase displays influenced their clothing purchase decision. Yet, the funds allocated to in-store marketing efforts are a very small part of marketing budgets.
In-store advertising was by far the most influential. The second closest was print ads, at 23.9% versus 52.6% for in-store advertising.
Types of Advertising that Most Influenced Clothing Purchases
television ads (59%) followed closely by print ads (54%). Other sources of awareness include outdoor (46%), radio advertising (40%), and direct mail (39%).
This slide shows how consumers become aware of new products. In-store location and displays are the number one source, 72%. Second is
in store marketing
______ is the most effective way to get awareness of new products
make or break time
use color, light, sound, taste, and smell
In store marketing tactics
end aisle displays
Most engaging ways to attract customers
lease engaging store tactics
Motion also engages customers
For point-of-purchase displays location is
It is the last chance to reach a potential buyer.
increasing sales because most decisions are made in the store
POP displays have proven to be effective for
The average increase in sales for a POP is _____. Only about half of the displays actually impact sales, but for those half the boost is around 20%.
- 20% increase in sales
Half of POP displays not effective
Half that are effective
Currently, manufacturers spend about ______ a year on POP displays.
-60% of decisions are in a store
-50% of money spent at mass merchandisers and supermarkets is unplanned
-50% of Coca-Cola products from displays
POP Effective for increasing sales because
•Integrate the brand's image into the display
•Integrate the display with current advertising and promotions
•Make the display dramatic to get attention
•Keep the color of the display down so the product and signage stand out
•Make the display versatile so it can be easily adapted by retailers
•Make the display re-usable and easy to assemble
•Make the display easy to stock
•Customize the display to fit the retailer's store
Effective Point-of-Purchase Displays
the display into current advertising, promotions, and brand image so consumers recognize the display quickly.
An important key to developing POP displays is to tie
attention than static displays
Making a POP dramatic with digital displays will get more .
easy to construct, be easy to use, and boost retail sales.
From a retailer's standpoint, a POP needs to be
retailers and manufactuerers
Measuring POP Effectiveness
-you need to communicate this effectiveness to
POS data generated by the retail stores.
Both retailers and manufacturers want effective displays because they benefit both parties. The advantage that POP displays offer is the
-Indicate time to withdraw or change display
-Identify POP displays with largest impact
-Test market different displays
This sales data from POP will tell retailers
-Data can improve quality of displays
-Strengthen relationships with retailers
This sales data from POP will tell manufacturers
•Affirmation of the buying decision
•Social identity and bond
•Swap advice and provide help to others
•Feedback and new ideas
ex: harley ownership group (HOGs)
Reasons Brand Communities Form
THIS SET IS OFTEN IN FOLDERS WITH...
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