Chapter6: Advertising Design

Chapter6 ad Design 1. How crumb the hierarchy of ca utilize model and a means-ends analysis garter an advertize harvest-homeive design interrupt commercials? 6 travel of hierarchy of effectuate Aw arness-Knowledge-Liking-Preference-Conviction- spend a penny The 6 steps argon sequential, although whatever gifteds question if they be re whollyy sequential. But, the basic model says they atomic subdue 18 sequential and that consumers come close to some meter at all(prenominal) step. For instance, before a consumer bunghole want a score, they graduation-year must be awargon of it and stupefy some cheatledge of it. To discover nonice veneration, consumers must go by means of wholly six steps.It is similar to military strength organic law and the cognitive-affective-conative sequence. Cognitive segment of attitude is the ken and knowledge. Affective shargon of attitude is the liking, take outence, and conviction. Conative comp genius(a)nt of attitud e is the leveraging. The second theory that it is essential to consider is means-end theory. The basic concept is that a means, the confide across, leads to an end-state, or mortalal apprize. The model suggests six elements that ar critical to ad design. carrefour attri unlesses lead to consumer clears. The supplement level countenance-to doe withs that bene chalk up to the psycheal value.Taglines ar utilize to drag an Coperni support and memorable point often or less(predicate) the yield. 2. How depose leverage points and taglines trifle up de n unity stiffness? Leverage points atomic fig 18 fundamental. They turn tail consumers from the benefits to the personal determine. It links holdings to benefits to personal values. The leverage point should be associated with some member of attitude assortment. To be impressive, ads need properly leverage points. The leverage point give the bounce be a ocular, straggle of a visual, a headline, a ta gline or stock-still double in the ad. provided near creatives spend considerable m thinking ab pop come to the fore and creating a good leverage point.Taglines atomic number 18 key phrases in an advertisement. They atomic number 18 knowing to be memorable, preposterous, and offer a resourcey meaning well-nigh the cross off. Taglines kitty turn in dead body across ads and across announce compresss. Taglines stimulate identified with a specialized reproach and transcend any specialized ad or ad campaign. development good taglines is great beca example it lives with that disfigurement and is slightly a long time, such as Nikes tagline Just Do It. bit taglines screw be switchd, companies overhear to be narrow non to conf accustom guests and m different conflicting pass ons some the inciter. 3.What roles do visual and verbal images do work in advertisements? The put up theory of design to be considered is the human relationship between the v erbal and visual elements of an advertisement. Most ads getk to be possessed of a eternal rest between visual and verbal, but banausicsly one bequeath be to a greater extent(prenominal) dominant than the former(a). One close for the substitute is that visual processing is easier for consumers to renounce. opthalmics be terminusd in the brain some(prenominal) as pictures and as words. Concrete images flow to be remembered wear out than abstr issue visuals. If consumers sack throw a mental image or picture, it in truth is superior to seeing the visual, in term of recall.So radio ads that heap attain listeners use their imagination and picture the carrefourion practise rattling well. Visual esperanto is the ability of a visual to transcend cultivations and languages conveying the analogous meaning. It is in particular beneficial in external ads where advertisers postulate to convey the equal marrow to every trade in the world. Business-to-business ads in the past empha size of itd verbal content, but in recent years rush moved to more visuals. 4. What ar the sevener main faces of advertizement call downs? * guardianship * modality * Sex * Music * Rationality * Emotions * scarcity 5. How merchant shipnister fear be use to arrive at an in force(p) ad?Fear appeals ar common and atomic number 18 utilize for growths ranging from insurance, to blank topographic point security systems, to deodorant. Fear appeals increment interest and ar remembered by various(prenominal)s. rigour is the direct of consequence that impart return and vulnerability is the hazard of the event happening. outgrowth efficiency is the likelihood that a change in air or actions pull up stakes result in a desirable corroboratory consequence. Intrinsic reward is the indispensable satisfaction and adventitious reward is the value of the event or reward received. answer damage is the address or surrender the person testament need to actualize to obtain the reward.Self-efficacy is the effrontery a person has in his/her own ability to let in the action, or to stop an inapplicable behavior. All of these factors enamor the tellingness of an ad using a fear appeal. The behavioral reaction model explains how fear appeals sour. For a harvest-home, such as a habitation security system ad tail assembly counseling on severity, what happens when a home is broken into, or the vulnerability, which would be the probability of it actually come to passring. The ad nominate describe the discon libertineing consequence of such an event. An ad plunder show the intrinsic and extrinsic rewards from installing a security system.Response efficacy shag be illustrated by the apprehension sledding off when a freebooter tries to enter and the police ar called. rest of mind and security atomic number 18 wherefore shown as the confirming consequence. 6. How sess inclination be use to compel an stiff ad ? conceit is an excellent appeal for getting and keeping someones watchfulness. Humor is apply in about 30% of television system and radio ads. Humor causes individuals to stop what they are doing, watch, laugh at, and and soce remember the ad. In recall tests, consumers close to practically remembered suppositionous ads over ads with former(a) signs of appeals. The trounce results drop un apply when the humor is attached naturally with the reaping.Advantages Humor piques consumer interest. Humor ad draw togethers recall and inclusion of ads. Humor elevates slews moods, and if great deal feel good about an ad, they will tend to think positively about the spot creation advertised. Problems occur when the humor is offensive or overpowers the put across. To hold open the humor from overpowering the nub, the humor should focus on the increase and not band fundament alone. Humor is rooted in grow and so what is funny in one country is not likely to be funny in a nother. Good humor that is remembered and that is connected with the smirch is difficult to achieve. . wherefore does call down play such a prominent role in publicizing? Sex appeals are a great deal used to break advertise jumble. The use of kindle appeals has change magnitude in the United States and in many an(prenominal) other countries. The problem is that sex appeals may not carry the allude they used to because children are growing up opened to internal themes all around them. As a result, many advertisers are moving to more subtle sexual clues and a softer sexual approach. 8. How stand practice of medicine, rationality, and scarcity be used to increase publicise strongness? Music is an important part of denote.It connects with emotions and sires memories. It has intrusive value and gets attention. Music increases the remembering of visual development. It produces higher recall score and scum bag increase persuasiveness. Music tends to be stored in lo ng-term memory and consumers ofttimes tie a finicky music or song with a particular discolouration of product. Music appeals offer a number of favours. Consumers induct an affinity with b danger songs so when an existing song is used, consumers fork up already heard it and some wipe out developed emotions with it. Brand sensation, differentiate equity, and tag subjection commence easier with music appeals.One reason mcgarrybowen sent a creative apprise to musicians and asked them to write a song is that to obtain the in good orders to on-line(prenominal) popular songs dirty dog be extremely expensive. Musicians have become more open to writing and performing songs for ads. It is a way to be heard. Songs are often posted on YouTube and other sends. Occasionally, the abounding song version of a form written for an ad will become popular and move to radio post and other popular outlets for music. Rational appeals are based on the hierarchy of effects model and the sequence of steps depict in the model. It implies active processing of knowledge.Rational appeals construct best for scratch ads where longer imitation undersurface be inserted and online where in that respect is very little limit to what copy ass be inserted. Rational appeals are common in business-to-business ads, again in print media, in particular trade publications. When members of the buy heart and soul are essaying for nurture, ads using rule appeals croupe be strong. Rationale appeals do well for complex and high involution products. If a person processes the study in a rationale ad, it is excellent at changing attitudes. Scarcity appeals recommend consumers to make a purchase now because of some type of limitation.Often that limitation is restrain show so the product must be purchased before they are all gone. It after part be based on limited time. You just now have 5 days or one week, or just one hour. Scarcity appeals are often tied to other pr ogressions such as contests, sweepstakes, and coupons. The concept is to elevate customers to take action, now, and not wait, or it will be also late. 9. What are the main(a) bowls of concern in external advertising? Chapter7 1. How are the cardinal main types of message strategies used to increase advertising potency? Cognitive message dodging presents rational arguments or pieces of information to consumers. ) Generic cognitive message dodging promotes a products attributes or benefits in a straight ahead manner without any fills of superiority. This ad for Koestler Granite and marble uses a generic strategy. Generic message strategies post stimulate brand awareness. It chamberpot also strive to make the brand synonymous with the brand category. b) Preemptive cognitive message strategy makes a claim of superiority based on a products specific attribute or benefit with the intent of preventing the opposition from making the same claim. This advertisement for Waterfron t radiator grille uses a preemptive message strategy.An effective preemptive message strategy sight occur when a confederation is the introductory to state an returns or benefit. c) strange selling proposition message strategy focuses on a testable claim of uniqueness or superiority. d) Comparative cognitive message strategy focuses on a admit or in mastermind comparison to a competing brand. The brand behind be real, mentioned, or fictitious. The advantage of comparative ads is that they tend to clutch attention. Brand awareness and message awareness tend to be higher. The invalidatingly charged is that they dismiss be less believable and lavatory create a negative attitude.This is around(prenominal) likely to occur when a negative comparison approach is used in the ad, downgrading the competing brand. If the consumer does not believe the ad, then free trait transference can occur, which is placing the negative trait on the advertised brand instead of the competitor . It is important to choose competitors sagely in making comparisons. Advertisements that invoke feelings or emotions are affective message strategies. These messages prove to rise the likeability of a product, recall of the message, and comprehension of the message. ) Resonance advertising connects a product with a consumers features from the past in order to develop a confederation with the brand. Often, advertisers will use music from that coevals to create that aroused bond. b) ruttish messages sweat to elicit emotions that will lead to product recall and choice. some different emotions can be connected with a product. Emotional messages are used in both consumer and business-to-business advertising. Affective message strategies protagonist develop brand equity with creating an emotional bond with the brand.Conative message strategies are intentional to lead directly to some type of action or response. a) Action-inducing conative ads uphold consumers (or businesses ) to act in some way, to do something. It can be to make an inquiry or access a sack state of affairs for more information. b) Promotional support conative messages are tied with some type of promotion. It may be a coupon, a contest, or a sweepstake. 2. How do the main types of executional frameworks admirer to deliver quality advertising messages? 3. What types of sources or spokespersons can be used in advertisements or commercials? Advertisers have four choices Celebrities The about common type of spokesperson is the celebrity. They are featured in about 6% of all ads. A celebrity can bring up brand equity and create emotional bonds with the brand. Celebrities are more effective with lateer consumers than with older individuals. Athletes are a popular category of spokespersons. Celebrity spokespersons can be used to establish a brands personality. Categories of celebrity recreational celebrity stakements will sometimes occur with a charity or cause. When celebrities endorse a cause and are not be paid for the endorsement, they carry a high level of credibility.Celebrity voice-overs are used because of the quality of their voice. sometimes it is because the voice can be recognized and will influence consumers. At other times the voice-over is a distraction because consumers allowance as well much attention to the voice and dont hear the brand message. The final stage category, dead celebrities is somewhat controversial. It is becoming more common because they cant bring negative publicity to themselves or the brand. CEO CEOs can be used as spokespersons. They work well if they are highly glaring and personable. They can be a study asset to a company.They work especially well for local companies where consumers in that realm know them personally, or at to the lowest degree have met them. Expert spokespersons should be experts in their fields. They then serve as an determinate figure and can provide expert opinions. Typical persons It can be ever y paid actors who portray a characteristic person, or it can be everyday, ordinary people. 4. What process is used to create advertisements? tour a creative may not draw a means-end chain out as was illustrated in this text, the creative will consider the products attribute, benefits, and the values it can fulfill. ends then must be made about the leverage point, the appeal, the message strategy and the execution. Finally, if a spokesperson is going to be used, the room and client will need to decide who it will be. Visual consistency across ads and across campaigns allows consumers to rapidly depict an advertisement and a brand. motion duration is always an issue. From a represent perspective, clients deficiency a campaign to last a long time. But, wear-out occurs and then ads are ignored. time for new campaigns is difficult to determine. Taglines repeat in ads jockstraps tie campaigns together and disclose a brand.It is important to use accordant posture to avoid ambiguity and confusion. If at all possible, keep it simple. Use only one identifiable selling point. fagt overwhelm consumers with as well much information or too many benefits. Lastly, create ads that flow and are visually appealing. 5. What are the principles of advertising effectiveness? Producing effective ads requires the joint movements of the client and agency personnel. This sea-coast lists some important principles to court. Visual consistency across ads and across campaigns allows consumers to quickly identify an advertisement and a brand. Campaign duration is always an issue.From a cost perspective, clients want a campaign to last a long time. But, wear-out occurs and then ads are ignored. Timing for new campaigns is difficult to determine. Taglines repeated in ads helps tie campaigns together and identify a brand. It is important to use consistent positioning to avoid ambiguity and confusion. If at all possible, keep it simple. Use only one identifiable selling poi nt. presumet overwhelm consumers with too much information or too many benefits. Lastly, create ads that flow and are visually appealing. 6. How are advertising political programs adjusted to fit intertheme circumstances?Chapter8 Traditional Media Channels 1. What is a media strategy? Media strategy involves analyzing and choosing media for an advertising and promotions campaign. Choosing the best media to speak to potential customers is a challenge. It involves unified a butt end auditory modality to the media audience of specific programs. 2. What elements and individuals are mixed in media planning? Media planning begins with a careful analysis of the objective lens foodstuffplace. It involves understanding the process they use in making purchases, the consumer behavior events that guide those choices.It involves studying the media choices the fanny market makes and understanding their listening and aftermath habits. To fit in the media to the target market requires understanding the target market. Components of media plan market analysis provides a comprehensive follow of the merchandise program and where advertising fits into the plan. An advertising analysis states the native advertising strategy and budget to be used, as well as the advertising objectives. The media strategy spells out the media to be used and the creative considerations. The media schedule notes when ads will out in individual media vehicles.The media planning concludes with a justification and summary of the media plan. Individual involved Media planners work closely with the creative staff, the count executive, account planners, and media buyers. Media buyers actually purchase the space and negotiate rates for ads. Placement is important and is part of the media buyers indebtedness to ensure a good fix for ads. Research has shown there is little continuative between the size of the agency and the cost negotiated. Being a large agency does not guarantee lower p rices. A select ad is a one-time military position of an advertisement.The rates are negotiated individually with television post and as a result prices start considerably. The effectiveness of media buyers is determined by the quality of the media choice, the creativity of the media buyer in negotiating and placing ads, financial stewardship of the buyer, the agencys culture and track record in get media, and in the relationships the media buyer develops with the media reps. 3. How do the cost used to describe advertising help the merchandising team design effective campaigns? * clutches Number in target audience exposed, typically 4-week period * frequence Average number of pictorial matters Opportunities to see (OTS) accumulative flicks, Placements x relative frequency * Gross place points (GRPs) Measures tint of intensity of media plan, Vehicle evaluate x OTS (number of insertions) * Costs Cost per grounds (CPM), CPM allows for cost comparisons * Ratings and Cost per Rating occlusion (CPRP) Ratings taproom per centum of target market exposed by strong suit, CPRP allows for comparison across media, Cost of media buy / vehicles rating, Weighted CPM * Continuity Continuous campaign, Pulsating campaign, Flighting (or discontinuous) campaign * Impressions Gross impressions total audience exposed to ad 4.What are some of the primary advertising objectives? The three-exposure possible action was introduced by Herbert Krugman. The hypothesis states that it takes at least 3 exposures to an ad for it to have an effect. It also is based on the idea that advertising has usurpation value, which is viewers will pay attention to an ad even if they dont want to. Most advertisers feel three exposures are not enough and that advertising like a s white-hot does not always let on intrusion value.Consumers have selective attention and focus. They pay attention to only certain ads. agree to recency theory, one ad exposure may be enough if the person has an interest in that product or for some other reason pays attention to the ad and suggests advertising needs to be continuous since most of the time ads are ignored and increasing exposure done adding carry through is more important than adding frequency.Effective reach is the percent of the audience that must be exposed to an advertisement to achieve a specific objective. Effective frequency is the number of times and audience must be exposed to an advertisement to achieve a specific objective. If there are too few ads or reach is too low, then the campaign is not effective. If the ads are seen too many times then resources are being wasted. The size and transcription of ads match exposure and impact effective reach and effective frequency.Advertisers today have computer models that will help them optimise media schedules. 5. What are the advantages and disadvantages associated with each of the traditional advertising media? TV Advantages gamy reach, racy frequency potential , Low cost per run into, Quality creative opportunities, mellow intrusion value, Segmentation possibilities through cable outlets Disadvantages Greater clutter, Channel surfboarding during commercials, unawares mount of copy, High cost per ad, Low recall due to clutter Radio Advantages Lower cost per spot than television, Low production cost, Music can match stations programming, High partition potential, Flexibility in making new ads, Able to modify ads to fit local conditions, Intimacy (with DJs and radio personalities), germinal opportunities with music and other sounds, Mobile people carry radios everywhere Disadvantages Short exposure time, Low attention, few chances to reach national audience, Target duplication when several stations use same format outside Advantages Large, spectacular ads possible, Able to select geographic areas, Accessible for local ads, Low cost per impression, Broad reach, High frequency on major(ip)(ip) commute routes Disadvantages Legal limitations , Short exposure time, Brief messages, Little segmentation possible, Cluttered travel routes Magazine Advantages High market segmentation, Targeted audience interest by magazine, High color quality, Long life, rail response techniques, Read during leisure time, eight-day attention to ads Disadvantages Long lead time for ads, little flexibility, High cost, High level of clutter, Declining readership Newspaper Advantages Priority for local ads, Coupons and special-response features, High credibility, Strong audience interest, longer copy/message possible, High flexibility, Cumulative multitude discounts Disadvantages Major clutter, Short life span, woeful quality reproduction, Limited audience, Poor buying procedures 6. How can the market team use the media mix to increase advertising effectiveness? * Selecting the proper blend of media outlets for advertisements is life-and-death. The work of media planners is especially important. It is their task to match target markets with media audiences, to know what media a specific target market uses. The media multiplier effect suggests that combining cardinal or more media increases the impact of an advertising campaign more than any one medium by itself. This is true in both the consumer market and the B-to-B market. 7.What are the key issues associated with media alternative for business-to-business markets? * B-to-B ads looking more like consumer ads * Reasons for touch * Decision makers also consumers * Decision makers difficult to reach * Clutter in B-to-B traditional media * Increase in advertising through consumer media * Trade publications still important * Same with Business magazines 8. What issues are associated with media selection in planetary markets? * Media importance varies. * Media viewing habits vary across countries. * Media buying is different. * ethnic mores vary. Chapter9 E-active market 1. What is e-active merchandising? It combines the two major dowrys of e-commerce and synerget ic market.E-commerce consists of click-only operations that sell only online and bricks-and-clicks that operate both a retail store and are online. E-commerce is being conducted in both the consumer sector and the B-to-B sector. Interactive trade is the development of selling programs that create nonpartisan communication theory and enhance exactment of consumers with the brand. The mesh is the ideal medium for active merchandising. It can track activity, where a person goes and what they do. It can personalize messages. The fierceness of synergetic marketing is two-fold to target individuals and to interest consumers. 2. How had Web 2. 0 affected the field of marketing communication theory? * Companies shifting dollars to online communication Changes consumer communication theory and interactions with companies * energy to real-time communications * Instant communications and heartbeat service * Instant response to negative events 3. How can e-commerce programs a nd motivators build a stronger customer base and overcome customer concerns at the same time? E-commerce component Catalogs * Easy to use * Photos, be adrift videos, information * Match store and printed catalog * Sears shit Your Way * Products not in store or printed catalog * Choose where to purchase Shopping hauls * Allows consumers to select products * Save or Wish button * Shoppers abandoning shopping cart Payment systems * Easy, quick, and convenient * Multiple methods * B-to-B voucher or charge systemStore locators * Customers who want to pick up an item at the store. Customization * Customers prefer * Promotions from Web site * Access via planetary phone Customer reviews and feedback * Emerging trim down * Provides opportunity for interaction * Provides level of confidence pecuniary incentives can persuade an individual or business to make that first purchase. The most effective financial incentives are reduced prices, free shipping, and e-coupons. Of the three incent ives, 80% of shoppers say they prefer free shipping. Financial incentives must be meaningful and to turn in return traffic to the site the incentive needs to be changed periodically.Online operations can offer financial incentives because of cheaper operational cost. The company has lower shipping costs since customers most of the time pay shipping. There are lower labor and personnel costs since there is no retail operation. Orders can be shipped directly from the warehouse to customers. whatsis incentives make the online shopping experience easier and boost return visits. E-commerce is available 24/7. masses can place orders at anytime from anywhere. It is important to have product information online so consumers can conduct research anytime. Online equal reviews are helpful and in the Web 2. 0 are evaluate. If consumers can study brands online, that makes it easier for them.Value-added incentives encourage customers to come back to an e-commerce site, and change purchasing habits long-term. Value-added incentives are things that customers value. 4. What makes e-commerce a crucial part of business-to-business commerce? E-commerce is critical in the business-to-business sector. Many business transactions are conducted over the Web. The number of hits at a business site is directly tie in to expenditures in offline advertising and sales promotion offers. The incentives to gain business customers are the same as for consumer customers financial, convenience, and value-added incentives. A major component of B-to-B e-commerce is online exchanges and auctions.These sites allow for bidding for materials and supplies, and can connect buyers and sellers. 5. How can interactive marketing and online advertising increase brand awareness, sales, and customer loyalty? Interactive marketing is the development of marketing programs that create two-way communications and enhance engagement of consumers with the brand. The Internet is the ideal medium for interactiv e marketing. It can track activity, where a person goes and what they do. It can personalize messages. The emphasis of interactive marketing is two-fold to target individuals and to engage consumers. Steps in developing interactive marketing a) Cultivate an attitude of freehand b) Gain trust ) Identify your one word brand d) Define your supreme vision e) Choose your communication convey f) Evaluate and adjust Online advertising is effective if ads are placed on the remediate Websites and the messages resonate with individuals. Budgets for online advertising have change magnitude in recent years and will plow to increase. One reason for the shift to online advertising is the metrics available to measure results. Online metrics provide for almost instant measurements of results. A company can see how many hits an ad produces and even what percent make a purchase. Types of online advertising * peril or banner ad * categorise ads * Search advertising Media/video ads 6. How can brand verticillated and blogs generate positive outcomes for the marketing department? Brand spiraling is the use of traditional media to promote and pull back people to a Web site. With direct mail and email, companies can use PURLs, which are personalized URLs that are preloaded with personal and customized information for that consumer. Best results are obtained when online advertising is merged with offline advertising. Blogs are online musings, written content put on the Web for others to read. Blogs provide a venue for people to talk online and can generate considerable online buzz, especially for hot topics.A survey of online users represent that about 47% go to hearty networks to download coupons and search for information about products. About 45% access social networks to learn about upcoming sales and to obtain discounts on products. About 22% read or write a product review on a blog. 7. Why have online social networks, consumer-generated advertising and reviews, e- mail, and viral marketing become key components of marketing communications programs? a) Important component of interactive strategy * Integrate with other channel * tally information on Web site b) Using Web analytics to direct e-mail campaign * Individuals who visit Web site * Individuals who abandon shopping cart * Targeted e-mails have higher conversion rates ) email newsletters * Build brand awareness * fag Web traffic * Customers sign up for newsletters * Provide value * Free subscription * unite with Web site Viral marketing is the passing on of a marketing message to others in some way. It can be through an e-mail or on a blog. It is form of word of mouth endorsement. Viral messages can be advertisements, hyperlinks to promotions, online newsletters, streaming videos, or games. 8. How can e-active marketing be conducted successfully in international markets? A major advantage of E-active marketing is that it can be global. It doesnt matter where the customer is or whe re the company is located.But, a number of e-commerce businesses do not take advantage of global customers. Shipping can be an issue. It may be difficult and expensive to ship a product to lacquer or India. Payment methods also vary widely, but can be handled through companies such as PayPal. Communication can be an issue, although many people can read English. Technology is important to consider. Videos that play well with broadband connections may not work well in other countries with slower speeds. Chapter10 alternative marketing 1. How can buzz marketing, guerilla marketing, lifestyle marketing, and existential marketing enhance a marketing communications program?Buzz Marketing Buzz marketing emphasizes consumers passing along information about a product and since it is word-of-mouth from an individual, it has a higher level of credibility. Methods of generating buzz are through consumers who use and truly like a brand uses it is the ideal brand ambassador. They can fiesta buz z through personal conversations with people and also online through chat rooms, blogs, and e-mails, consumers who are give awayed to talk about a brand It works best when the person likes the brand and uses it. Companies normally offer some type of incentive in exchange for the positive advocacy. It can be cash, but most of the time is merchandise.Selection of brand ambassadors is based on a persons devotion to a brand and the size of their social circle. 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. Although the individual is being sponsored, the key for success is that they are unfeigned and do believe in the product being pitched, and a company or agency generating buzz high risk strategy, especially if the person doesnt identify himself as an employee a nd the public pick ups out.The Word of express Marketing Association (WOMMA) suggests three principles to follow for any type of buzz marketing campaign. 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. Dont say just what the sponsor company wants you to day. 3) Be honest about your indistinguishability. Guerilla marketing developed by Jay Conrad Levinson. It is designed to bring instant results with low-cost, unique marketing methods. Guerilla marketing focuses on a region or area and involves interacting with consumers in a unique and different way. The goal is to create excitement and to generate buzz.It is often connected with grassroots efforts to hurl a brand or to market a product. Often alternative media are used. Reasons for using guerilla marketing * To find new ways to communicate with customers * To interact with customers * To make advertising accessible to consumers * To impact a spot market * To create buzz * To build relationships with consumers Lifestyle marketing involves identifying marketing methods associated with the hobbies, amusement, and lives of the target audience. It involves making contact with consumers were they go for relaxations, excitement, socialization, and enjoyment. The idea is to intersect with consumers during their occasional lives.For instance, A/X Armani Exchange reaches young consumers through sponsoring and setting up booths at music festivals and fashion shows. Experiential marketing is the intersection of direct marketing, field marketing, and sales promotions. Its basic premise is increasing the experience of direct marketing through an interactive connection. Rather than just pass out samples, make it an experience the consumer will remember. nickelodeon used experiential marketing with their liquid ecstasy Across American Tour. Steps to take positive experience * Clear, concise target segment * Identify right time, right pl ace * select emotionally * Engage logically * Clearly reveal brands promise . What methods can be used to effectively employ product situations and branded entertainment? Product spot is a planned insertion in a film, television show, book or other forms of entertainment. It has been used since the 1890s, but only recently has grown in popularity. The biggest heft in product musical arrangement came in 1982 with E. T. and Reeses Pieces. The placement of the Reeses Pieces in the movie spurred a 65% increase in sales following the movies release. Research has found that product placement increases awareness of the brand, creates a more positive attitude towards the brand, but does not have any immediate impact on sales.From a cost standpoint, product placement has a low cost per viewer of impressions. A primary advantage is that the impressions do not stop with the movie. aft(prenominal) the movie has played in theaters it goes to videodisk movie rentals, to pay-per-view telev ision, then to the movie channels on television. Branded entertainment is the integration of the entertainment and advertising by embedding the brand into the storyline of the movie, TV show, or other entertainment medium. The use of branded entertainment increased sharply with the rise of TV reality shows. It is also now found in novels, plays, songs and movies. For successful product placement and branded entertainment, choosing the right media is important.It helps when other promotional materials are produced that reinforce or instigate individuals of the brand and even the placement. Product placement and branded entertainment work because there is no call to action, so consumers tend to have a positive attitude towards the brand. Some consumers are more overt than others. People ages 15 to 34 are more likely to notice product placements and be more receptive to them. Sometimes product placements allow companies to bypass regulations and get their products in front of their i ntended audience. Reasons for increased spending * Appeal stronger in non-advertising mount * Perception of what others think is important * Provides post-purchase reassurance * Reach individuals who place little value on brands . How have in store marketing and point-of-purchase displays evolved into even more effective communications and sales tools? Store marketing point The in-store shopping experience has a major impact on purchase decisions. It is the make or break time in terms of a decision to purchase a particular brand. In-store advertising seeks to engage customers. The most engaging forms of advertising are end-aisle displays and merchandise displays. The least engaging are ceiling banners and overhead mobiles. Using color, light, sound, taste, and whole tone increases engagement. Effective point-of-purchase * Integrate the brands image into the display. Integrate the display with current advertising and promotions. * Make the display hammy to get attention. * Keep th e color of the display down so the product and signage stand out. * Make the display versatile so it can be easily capable by retailers. * Make the display re-usable and palmy to assemble. * Make the display easy to stock. * customize the display to fit the retailers store. 4. How can brand communities enhance brand loyalty and devotion? Brand communities are the ultimate in brand loyalty and brand devotion. It offers symbolic meaning and provides for interaction between the brand, consumers, and companies that participate. People join because they have shared values and experiences.Brand communities cannot be created by brands or companies. It has to be customer driven. But, brands can enhance the community and provide a richer brand community experience. Reasons People join a brand community as an affirmation of their buying decision. It provides social identity and bond with fellow brand owners. They can swap stores, swap advice and provide help to each other and to new member s. It provides a venue for feedback and new ideas. Ways to enhance a brand community * micturate benefits to encourage new customers to join. * Provide materials not available anywhere else. * Involve firm representatives in the groups. * Sponsor special events and fixture meetings. Promote communications among members. * Build a strong brand reputation. 5. What methods are used to adapt alternative marketing programs to international marketing efforts? Companies can enhance a brand community. Companies can create benefits for individuals to encourage them to participate and join in the brand community. Materials and items not available to the public can be provided to members. Representatives from the firm can become involved and sponsor events and meetings. They can encourage and provide an avenue for members to communicate with each other. It is also important for the company to continue its strong brand name and discover its reputation.