1. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 10-1 10 Chapter Ten Alternative Marketing

2. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 10-2 Buzz Marketing Word-of-mouth marketing Higher credibility Fast growth – now $1 billion annually

3. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 10-3 Consumers Who Like a Brand Ideal ambassador Buzz spread In person Internet Chat rooms Blogs E-mails

4. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 10-4 Sponsored Consumers Typically individuals who already like brand Offer incentives in exchange for advocacy Selection based on Devotion to brand Size of social circles Expected to delivery messages Grassroots efforts Low-cost marketing events Online social networks Honest about relationship

5. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 10-5 Brand Ambassadors Sony GPS Camera 25 ambassadors Cheryl Gillet Procter & Gamble Justin Breton 100 college ambassadors Variety of P & G products Created own marketing plans Earnings up to $2,500 per semester

6. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 10-6 House Parties Nestle Purina Spent $50,000 on 1,000 house parties Chef Michael’s Canine Creations Household Incomes greater than $60,000 Pamper pets Pepsi Launch Sierra Mist Ruby Splash Grow Marketing Drinks delivered to 300 parties

7. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 10-7 Company Employees Employees posing as customers High risk approach Word of Mouth Marketing Association (WOMMA) Honesty of relationship Honesty of opinion Honesty of identity

8. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 10-8 Stealth Marketing Surreptitious practices Thrives in online world Ethical debate Shrewd method Dishonest approach

9. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 10-9 Guerilla Marketing Instant results with unique, low-cost approaches Focus on region or area Involve interacting with consumers Create excitement Goal is to generate buzz Grassroots efforts

10. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 10-10 Lifestyle Marketing Associated with hobbies and entertainment Contacting consumers where they go for Relaxation Excitement Socialization Enjoyment A/X Armani Exchange Music festivals and fashion shows

11. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 10-11 Experiential Marketing Direct marketing through interactive connection Engage consumers Nickelodeon Slime Across America tour 30,000 kids 20 million television impressions Cotton, Inc – Jack Morton Worldwide Traveling mall exhibit “The Fabric of Our Lives” Direct marketing + Field Marketing + Sales Promotions

12. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 10-12 Product Placement Planned insertion Used since 1890s Biggest surge in 1982 – E.T. and Reese’s Pieces Product placements Increased awareness More positive attitude toward brand No immediate impact on sales Low cost per viewer Movies DVD movie rental Pay-per-view television Television

13. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 10-13 Branded Entertainment Brand woven into the storyline Use increased sharply with reality shows Also found in novels, plays, songs, and movies

14. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 10-14 F I G U R E 10. 7 Alternative Media Venues Subways Street and mall kiosks Escalators Parking lots Airlines Shopping bags Clothes

15. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 10-15 Mobile Phone Advertising Growing rapidly Types of ads Small banner ads Click-to-call advertising Search ads Special apps for mobile phones QR codes

16. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 10-16 Video Game Advertising Very attractive market Primary market is 17-34 year old males Have become difficult to reach Play shooting games Fastest growing market is females Now 40% of market Play puzzle and cerebral games

17. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 10-17 Cinema Advertising Ads prior to movie Captive audience

18. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 10-18 In-Store Marketing 60% of purchase decisions made in store Funds represent small percent of budgets

19. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 10-19 F I G U R E 10. 10 Types of Advertising that Most Influenced Clothing Purchases Source: Adapted from Amy Johannes, “Snap Decisions,” Promo, Vol. 18, No. 11 (October 2005), p. 16.

20. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 10-20 In-Store Marketing Tactics In-store “make or break” time Engage customers Most engaging End-aisle displays Merchandise displays Use color, light, sound, taste, and smell Motion Video screens Television monitors Digital signage

21. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 10-21 Brand Communities Ultimate demonstration of Brand loyalty