Alternative Marketing - 1131 Words

ALTERNATIVE MARKETING I. Introduction: TRADITIONAL MASS MEDIA faces many challenges. Although advertisers are not ready to abandon traditional media alternative forms of media and marketing arises. This alternative marketing will be discussed in this chapter. II. ALTERNATIVE MARKETING PROGRAMS In developing Alternative Marketing Programs it requires creativity and imagination. Marketers seek to identify new places where a consumer’s path intersects with a brand’s presence, or create a new intersection point. Marketing professionals look for more innovative ways to reach target audience. From alternative marketing programs, attention-getting marketing messages can be developed and firms can supplement or replace mass media†¦show more content†¦REASONS FOR USING GUERILLA MARKETING †¢ To find a new way to communicate with consumers †¢ To interact with consumers †¢ To make advertising accessible to consumers †¢ To impact a spot market †¢ To create buzz †¢ To build relationships with consumers †¢ XIII. LIFESTYLE MARKETING Lifestyle Marketing involves identifying marketing methods associated with the hobbies and entertainment venues of the target audience. Lifestyle Marketing Includes contacting consumers at places such as farmer’s markets, bluegrass festivals and other places where large concentrations of potential customers are found. XIV. EXPERIENTIAL MARKETING Experiential Marketing combines direct marketing, field marketing and sales promotions into a single consumer experience. Typically involves direct marketing through interactive means such as special events and free samples. XV. STEPS TO INCREASE PROBABILITY OF SUCCESFUL EXPERIENTIAL MARKETING †¢ Step 1: Choose a clear, concise market segment to target. †¢ Step 2: Identify the rightShow MoreRelatedCompare Alternative Definition of Marketing913 Words   |  4 Pages1a. Marketing term appeared firstly in United State in the early 20th century and then spread to Europe and Asia. In the meantime, there are many definitions of Marketing given by leading organisations and experts in the fields of economy such as: Kotler, CIM, AMA†¦ - Definition of Chartered Institute of Marketing (CIM): â€Å"Marketing is the management process responsible for identifying , anticipating and satisfying customer requirements profitably†. - Definition of Philip Kotler: Read MoreMarketing Alternative Assignment 3%1715 Words   |  7 PagesChapter 1 Thinking as an economist Answers to review questions 1 They probably mean that, given the competing demands on their limited resources, there are other things (a holiday, private school fees, a new computer) that they choose to spend their income on rather than a plasma screen television. 2 Your friend probably means that your tennis game will improve faster if you take individual lessons instead of group lessons. 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