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Chapter 10
Alternative Marketing
CHAPTER OBJECTIVES
Students should be able to answer the following questions:
10.1 How can buzz marketing, guerrilla marketing, lifestyle marketing, and experiential
marketing enhance a marketing communications program?
10.2 What methods can be used to effectively employ product placements and branded
entertainment?
10.3 Why has the use of alternative media venues, especially video game advertising,
grown in marketing communications programs?
10.4 How have in-store marketing and point-of-purchase displays evolved into effective
communication and sales tools?
10.5 How can brand communities enhance brand loyalty and devotion?
10.6 What methods are used to adapt alternative marketing programs to international
marketing efforts?
OVERVIEW
Traditional mass media advertising faces many challenges. The use of alternative media is
on the rise.
The Prairie Fire Experience
Questions for Students:
1. Have you ever attended an event like this? How did you hear about it?
2. What combination of traditional and alternative advertising would work best for
this event?
The first topic covered in this chapter is a review of alternative media programs, including
buzz marketing, guerilla marketing, product placements and branded entertainment, and
lifestyle marketing.
The second issue is a review of alternative media tactics.
Copyright © 2018 Pearson Education Ltd. Page 10- 1

The third part of the chapter describes in-store marketing.
Brand communities are also discussed.
Fourth, international implications of alternative marketing programs are examined.
Objective 10.1: How can buzz marketing, guerilla marketing, lifestyle marketing,
and experiential marketing enhance a marketing communications
program?
Alternative Marketing Programs
Alternative marketing relies on buzz, word-of-mouth, and lifestyle messages at times when
consumers are relaxing and enjoying hobbies and events.
The forms of alternative marketing are displayed in Figure 10.1
Alternative media programs include:
 Buzz marketing
 Guerilla marketing
 Product placements and branded entertainment
 Lifestyle marketing
Buzz Marketing
Buzz marketing is also known as word-of-mouth advertising. It emphasizes consumers

passing along information about a product.
Buzz has three main sources:
 Consumers who truly like a brand and tell others

 Consumers who like a brand and are sponsored by the company to tell others
 Company or agency employees posing as customers and telling others
Consumers Who Like a Brand
Enthusiasts deliver these messages in person or via the internet in chat rooms, blogs, or
emails.

Sponsored Consumers
Brand ambassadors engage in programs with names such as “brand advocates” or

“connectors.”
House parties or block parties occur when brand ambassadors use events in their homes to
build excitement for a loyalty to a product.
Company Employees
Company employees should identify their affiliations or risk being seen as unethical.
The Word of Mouth Marketing Association (WOMMA) states that individuals should be
upfront and clearly identify themselves as being with the company.
A current trend, employer branding occurs when companies showcase employees discussing
what it is like to work for a particular company.
In the past, this approach was used by the human resource department to attract quality
employees.
Then marketing departments realized that employer branding appealed to customers as well.
Buzz Marketing Stages
The three stages are (1) inoculation, (2) incubation, and (3) infection, similar to viral
marketing, as shown in Figure 10.3.
Buzz Marketing Preconditions
The preconditions are noted in Figure 10.4:
 The brand must standout.

 The company must feature memorable advertising.
 The advertising must be intriguing, different and unique.
 The buzz should get customers involved.
Stealth Marketing
Stealth marketing uses surreptitious practices to introduce a product to individuals or fails to

disclose or reveal the true relationship with the brand. It is a form of buzz marketing.
Some argue that stealth marketing represents a shrewd way to reach consumers and generate
buzz.

The WOMMA has clearly stated the importance of honesty of relationship and honesty of
identity. The FTC has issued an opinion letter supporting the WOMMA regarding the full
disclosure of any paid individuals in ads.
Question for Students: Have you ever encountered a stealth marketing program?
Guerilla Marketing
Guerilla marketing is designed to obtain instant results using limited resources. Its tactics rely
on creativity, quality relationships, and the willingness to try unusual approaches.
Guerilla programs were originally aimed at small businesses; however, now a wide array of
firms takes advantage of them.
Guerrilla marketing emphasizes a combination of media, advertising, public relations, and

surprises to reach consumers.
Figure 10.5 compares traditional marketing and guerilla marketing.
Figure 10.6 lists the reasons for engaging in guerilla marketing.
Lifestyle Marketing
Another program that can be used to make contacts with consumers in more offbeat and
relaxed settings is lifestyle marketing, which involves identifying marketing methods
associated with the hobbies and entertainment venues of the target audience.
Places such as farmer’s markets, bluegrass festivals, stock car races, and craft shows are
examples.
Experiential Marketing
A newer form of alternative marketing, experiential marketing, combines direct marketing,

field marketing, and sales promotions into a single consumer experience.
It typically involves direct marketing through interactive means such as special events and
free samples.
There are three steps:
1. Choose a clear market segment to target.

2. Identify the right time and place to involve consumers with the brand.
3. Make sure the experience reveals clearly the brand’s promise that represents the
brand well to consumers.

Objective 10.2: What methods can be used to effectively employ product placements
and branded entertainment?
Product Placements and Branded Entertainment

Both methods couple the popularity of an entertainment venue with a product or
company.
Product Placements
A product placement is the planned insertion of a brand or product into a movie, television
show, and program in some other medium with the purpose of influencing viewers.
One key advantage of brand placement is the low cost-per-viewer, especially for movies.
After a movie has finished at the cinema, it may be converted to a DVD and then to
television for viewing on syndication outlets or one of the premium movie channels. It might
also be made available on TV through video-on-demand.
This expands movie’s reach beyond the cinema screen to other venues where it may be seen
multiple times by individuals.
Figure 10.7 displays the top six brands and top six television shows for product placements.
Branded Entertainment
Branded entertainment means the product is woven in as part of the storyline.
Achieving Success
Figure 10.8 lists some of the key factors. They include choosing the right media, supporting
promotional activities, consumer attitudes toward placements, placement characteristics, and
regulations.
The primary goal typically is to increase brand awareness.
Company Tactics
Among the most important is to make sure the brand is placed in a favorable light within the
program.
Brand insertions work best when they seem logical.
Many companies buy advertising spots on television programs that feature product
placements of the brand.

The Media’s Perspective
For the most part, movie and television product companies are interested in the revenues
they receive for using placements.
Question for Students: Do you notice product placements?
Objective 10.3: Why has the use of alternative media venues, especially videogame
advertising, grown in marketing communications programs?
Alternative Media Venues
There many additional ways to contact customers. Figure 10.9 identifies some of these
venues.
Video Game Advertising
Figure 10.10 names the forms of video game advertising:
 In-game advertisements
 Rotating in-game advertising
 Interactive ads
 Game-related websites
 Advergames
 Sponsored downloads
 Mobile game apps
Advergames are those played on a branded website.
Benefits
 Quality web metrics

 Ability to target key demographic groups and locations
New Video Game Technology
Massive, a new media company, has pioneered a technology that rotates or changes ads in
online video games in real time.
Females and Video Games
Forty percent of gamers are women. One recent estimate suggests that more than 130 million
women play video games.

Many believe more can be done to entice women into the market.
Games should be adapted to female preferences.
Cinema Advertising
These include more than just trailers. Specific ads can be shown to a captive audience.
Other Alternative Media
A number of other media alternatives exist. Ads now appear on subways and other public
facilities as local and state governments struggle to balance budgets.
Parking lots, stairs, and escalators all feature advertising displays.
Airlines increase revenues by presenting advertisements on flight ticket jackets and using in-
plane signage.
Shopping bags, clothes, and restaurant menus provide additional advertising venues.
Objective 10.4: How have in-store marketing and point-of-purchase displays

evolved into even more effective communication and sales tools?
In-Store Marketing
Approximately 60 percent of all purchase decisions are made in the retail store.
In store marketing consists of point of purchase displays (POP) and other activities.
In one survey, more than half of the respondents reported they were influenced by in-store
signage and POP.
In-Store Marketing Tactics
Addition of motion is one key feature. This especially affects in-store signage.
Another in-store tactic relies on the other senses, taste and smell.
Walmart uses flat screen television monitors to display messages throughout stores.
Figure 10.11 lists the types of advertising that influenced clothing purchases, and in-store
advertising leads the list.

Point-of-Purchase Marketing
Point-of-purchase displays affect impulse buys.
Designing Effective Point-of-Purchase Displays
Figure 10.12 lists keys to effective POP displays:
 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 reusable and easy to assemble.
 Make the display easy to stock.
 Customize the display to fit the retailer’s store.
Measuring Point-of-Purchase Effectiveness
Use of point-of-sale (POS) data is one key.
From the manufacturer’s viewpoint, point-of-sale data helps to improve POP displays.
Objective 10.5: How can brand communities enhance brand loyalty and devotion?
Brand Communities
In most cases, a symbolic meaning behind the brand links individuals to the brand
community and other owners of the brand.
Figure 10.13 lists reasons why brand communities form:
 Affirmation of the buying decision

 Social identity and bonding
 To swap stories
 To swap advice and help others
 For feedback and new ideas
The marketing team can enhance band communities using the tactics shown in Figure 10.14:
 Create member benefits to encourage new members.

 Provide materials to the group they cannot get elsewhere.
 Involve firm representatives in groups.

 Sponsor special events and regular meetings.
 Promote communications among members of the group.
 Build a strong brand reputation.
Question for Students: Are you part of any brand community?
Objective 10.6: What methods are used to adapt alternative marketing programs to
international marketing efforts?
International Implications
The use of alternative media is growing in marketing to minority groups within the United
States. It is also growing in other countries.
Brand communities are also evolving in other nations.
INTEGRATED CAMPAIGNS IN ACTION: MyLab
Interstate Batteries
Interstate Batteries employed its internal marketing department to launch a geo-targeted

online media plan for all company Battery Centers located in cities throughout the United
States. The objectives of the campaign were as follows:

Increase awareness of all Interstate Battery Centers.

Drive traffic to all Interstate Battery Centers.

Create awareness of key brand messages.
Important Note to Professors:
The MyLab feature at Pearson will grant you access to the Integrated Campaigns in Action
within the Instructor’s Resource section.
The authors’ blog for professors and students may be found at http://blogclowbaack.net/
Both methods contain actual print materials produced for the campaign. Broadcasts
material such as video ads, TV ads, and radio ads are embedded using YouTube and
Pearson servers.
These features bring to life the exciting process of building integrated advertising and
marketing campaigns. Most important, you will have access to insights and background
information from the agencies and the companies involved in how the campaigns were
created.

IMPLICATIONS FOR MARKETING PROFESSIONALS
(Note to professors— these materials are not in the text. They provide a method for
you to summarize the chapter in a different way.)
If you are going into the marketing profession, become well acquainted with the new
alternative media outlets. Gaining expertise in them will make you more marketable to
employers.
If you are an older member of the marketing community, familiarize yourself with
alternative media. It may even be worthwhile to form focus groups of younger consumers to
discover what they prefer and in which circumstances.
Look for ways to combine alternative media with other programs, such as guerilla
marketing.
Remember that combinations of traditional media and alternative media are often the most
effective.
Study the newer forms of in-store marketing. Consider shopping as an interactive

experience, and look for ways to build bonds and relationships based on those experiences.
Consider the relationships between brand loyalty and in-store marketing programs.
Companies such as Lowes and Home Depot are well-aware of the benefits of in-store
demonstrations of products. Find ways to expand these concepts to your retail operations.
REVIEW QUESTIONS
10-1. What is needed to create alternative marketing programs by marketers?
Developing alternative marketing programs requires creativity and imagination.

Marketers identify new places where a consumer’s path intersects with a brand’s
presence or creates a new intersection point. They then prepare attention-getting
marketing messages for those points of contact, which provide the opportunity to
supplement or replace mass media advertising with more targeted methods.
10-2. What is a sponsored consumer?
Many companies sponsor individuals as agents or advocates to introduce new

products. It works best when these individuals, or ambassadors, also like the brand.
A program can involve individuals talking one-on-one to others, or they can host
house or block parties to present the product to a group of friends and family.
10-3. What does a brand ambassador do and what are the controls?

They deliver messages to family, friends, reference groups, and work associates.
Some are asked to develop grassroots, no- or low-cost marketing events, and to
promote the brand on the internet through blogs or on social networks such as
Facebook. Brand advocates are advised to be upfront and honest about their
connections with the brand.
10-4. The Word of Mouth Marketing Association provides guidelines for companies.
What are they?
They encourage honesty of relationship (be honest about the relationship between
consumers, advocates, and marketers); honesty of opinion (be honest in presenting
opinions about the brand, both good and bad); and honesty of identity (identify
honestly who you are).
10-5. What is a sponsored consumer?
These are individuals who act as agents or advocates for a business to introduce new
products. It works best when these individuals, or ambassadors, also like the brand. A
program can involve individuals talking one-on-one to others, or they can host house
or block parties to present the product to a group of friends and family.
10-6. What is guerilla marketing? How does it differ from traditional marketing?
Guerilla marketing is designed to obtain instant results using limited resources.

Typically a program relies on (1) alternative media tactics and (2) creative ways of
doing things.
10-7. What are the fundamental requirements of guerrilla marketing in order for it to
work?
Guerrilla marketing requires an aggressive, grassroots approach to marketing. It

should produce buzz. When carried out properly, guerrilla marketing becomes a
powerful marketing weapon.
10-8. How do consumer lifestyles create potential target groups?
Consumer lifestyle marketing suggests that different people have different lifestyle
patterns. This means that behavior may change as they pass through different stages
of life. In identifying these behaviors (and preferences), target groups can be created
and specific marketing messages that would appeal to them are then created.
10-9. What are product placements and branded entertainment? What do they have
in common?

A product placement is making sure a product is seen as part of a film or television
program. Branded entertainment means the product is woven in as part of the
storyline. Both involve television programs and movies.
10-10. Identify the alternative media venues described in this chapter.
Beyond video game advertising, the other venues include the following:
o Cinema advertising
o In-tunnel subway advertising
o Parking lot advertising
o Escalator advertising
o Airline in-flight advertising
o Leaflets and brochures
o Carry-home menus
o Carry-home bag advertising
o Advertising on clothing
o Mall signs
10-11. Describe the forms of video game advertising, including advergames.
The types include

o In-game advertisements
o Rotating in-game advertising
o Interactive ads
o Game-related websites
o Advergames
o Sponsored downloads
Advergames are those played on a branded website.
10-12. What is in-store marketing? Why is it important?
In store marketing consists of point of purchase displays (POP) and other activities.
In one survey, more than half of the respondents reported they were influenced by
in-store signage and POP.
10-13. What new in-store marketing tactics are being utilized?
Addition of motion is one key feature. This especially affects in-store signage.
Walmart uses flat screen television monitors to display messages throughout stores.
10-14. What is point-of-purchase advertising? Why is it important?

Point-of-purchase displays are all of the promotions for products within the store.
They are placed at the ends of aisles, near store entryways, and by the cash register.
Point-of-purchase displays affect impulse buys.
10-15. How have new technologies changed some forms of point-of-purchase

advertising?
Many POP contain digital, interactive displays. Many now used LED technology to
be able to refresh messages. Computers are used to change the messages. Some
integrate POP with brand advertising and marketing campaigns. Many companies
now feature in-store networks.
10-16. What is a brand community?
A brand community link individual owners of a brand with other owners.
10-17. What should a company’s marketing team do to assist in the development and
growth of brand communities?
A marketing team should do the following:
o Create member benefits to encourage new members.

o Provide materials to the group they cannot get elsewhere.
o Involve firm representatives in groups.
o Sponsor special events and regular meetings.
o Promote communications among members of the group.
o Build a strong brand reputation.
10-18. Is the use of alternative media growing or declining in international markets?

Explain why.
Student answers will vary based on their personal response. Refer to the MyLab for
an opportunity to assign this question, and all starred MyLab questions, to a student
discussion board.
It is growing as international companies use the same tactics that are present in the
United States.
CRITICAL THINKING EXERCISES

10-19. Think about a product category where you have a high knowledge of the
various brands. Pick one of the major brands. Discuss the characteristics the
brand would want for a brand advocate, ambassador, or evangelist. What type
of offers would it take from the company to create a strong brand ambassador?

Discuss each of the stages of buzz marketing as it relates the brand you
identified. Which stage is the brand in now? Justify your answer. Discuss each
of the preconditions of buzz marketing as it relates to your chosen brand.
Student answers will vary widely based on their choices.
10-20. Describe in your own words each of the alternative marketing strategies listed
in Figure 10.1. Suppose you are a marketing intern at the Five Star Fitness
Center. Discuss the pros and cons of each form of alternative marketing for the
fitness center. If your budget only allowed one of the alternative marketing
approaches, which would you choose? Explain why.
discussion board.
10-21. Many consumer websites feature reviews with a number of stars. These are peer
reviews by previous customers. Are you influenced by these types of reviews?
Do you think they are genuine?
Student answers will vary. Major global consumer websites such as eBay and
Amazon have incorporated user or buyer reviews and a star system for some time.
Whether they are all true depends on the veracity of the systems. All systems can be
manipulated.
10-22. Discuss the difference between buzz marketing and stealth marketing. If you
were hired as a marketing manager for a local business, would you support a
stealth marketing campaign? Why or why not?
Buzz marketing is also known as word-of-mouth advertising. It emphasizes

consumers passing along information about a product. There are three main sources
of buzz:
 Consumers who truly like a brand and tell others.
 Consumers who like a brand and are sponsored by the company to tell others.
 Company or agency employees posing as customers and telling others.
Stealth marketing uses surreptitious practices to introduce a product to individuals or

fails to disclose or reveal the true relationship with the brand. It is a form of buzz
marketing.
Student use of stealth would depend on the individual. Have students discuss their
responses in class.
10-23. Describe the primary differences between guerrilla marketing and traditional
marketing. Imagine being approached by the owner of a small clothing

boutique. She has heard about guerrilla marketing and wants to try it. Why
should she use guerrilla marketing? What are the pros and cons? What
guerrilla marketing techniques would you suggest? Be specific.
discussion board.
Guerilla marketing is designed to obtain instant results using limited resources.

Typically a program relies on (1) alternative media tactics and (2) creative ways of
doing things. Other differences are listed in Figure 10.5
10-24. Can you think of a lifestyle marketing program or an experiential marketing

campaign that you experienced? What was your reaction? Was the approach
effective with you? Why or why not? What about with other consumers? If you
have not experience lifestyle or experiential marketing, think of a situation and
brand where you think it would be effective. Explain why.
Student answers will depend on their exposures to programs.
10-25. Find a movie that you have already watched and enjoyed. Watch it again, but
this time, make a list of all of the product placements you see. Identify if each
was a prominent placement, if the actor used the brand, or if it was just in the
background. When you finish, discuss the product placements that were most
effective and the placements that were least effective. What made the
placement effective? What made it ineffective?
Student answers will vary depending on the movie selected.
10-26. Explain the difference between product placement and branded entertainment.
Do you personally notice product placements in television shows or movies?
Why or why not? Identify the factors that make product placement or branded
entertainment successful for a brand.
discussion board.
A product placement is the planned insertion of a brand or product into a movie,

television show, and program in some other medium with the purpose of influencing
viewers.
Branded entertainment means the product is woven in as part of the storyline.
They need to stand out without being too obvious.

10-27. Do you play video games? If so, approximately how many hours per month do
you play games (including online games)? What advertising have you noticed in
the game? How effective was the advertising?
Student answers will vary. Compare male to female students.
10-28. Describe in your own words the various types of video game advertising listed
in Figure 10.10. Suppose you have a marketing internship with Pizza Hut.
Discuss the pros and cons of each method of video game advertising for Pizza
Hut. Which method or methods would you recommend for Pizza Hut? Why?
discussion board.
10-29. Look at the graph in Figure 10.11. Rank each of the items in the graph from
most effective to least effective for you personally as it relates to purchasing
clothes. Justify your ranking.
Student rankings will vary.
10-30. Think about point-of-purchase displays. Do they impact your purchases? Why
or why not? Describe the most effective point-of-purchase displays for you
personally. Why are they effective? Describe the least effective point-of-
purchase displays for you personally. Why are they ineffective?
Student answers will depend on their reactions to displays. Compare in class those
who are influenced by POP displays and those who are not.
10-31. Every country or region will have a creative advertising agency that tries to
break the mould. They are the marketing and advertising innovators pushing
the boundaries all the time. Do they push the boundaries of legality? Identify an
example and comment on their work and their types of client.
Student answers will vary based on the site and its current information.
INTEGRATED LEARNING EXERCISES

10-32. Type “buzz marketing” into an online search engine. Find two advertising
agencies or marketing agencies that offer buzz marketing expertise. What types
of buzz marketing services does each provide? Which company do you think
offers the best buzz marketing program? Why? Provide the URL of the two
agencies as well as screenshots to illustrate your points.
Student responses will depend on the agencies they choose.

10-33. Grassroots Advertising (www.grassrootsadvertising.com/) positions itself as a
one-stop shop for guerrilla marketing. They have been operating for around 30
years and have come up with new ways of using some very traditional forms of
advertising, such as human billboards. They have developed a Backpack
billboard that is backlit for evening events. Research their other forms of
alternative marketing and suggest brands that could use these methods.
Students should be able to quickly access the full range of methods, including wild
posting, street teams, chalk advertising, and a host of other innovative approaches.
10-34. Access http:/women.igda.org. What is your opinion of this website? How can it
be beneficial to a marketing manager? How can it be beneficial to females who
want to pursue video game design? Go to the parent website www.igda.org.
What types of information is available at this site?
The site is for the International Game Developers Association. It makes extensive
use of social media sites to connect with members. It offers a wide variety of
connects for members, along with news about the organization and the industry. In
October 2012, a substantial amount of interest was about rebooting the industry.
The women segment offers mentoring and other resources. The idea is to spur
interest and help them develop new games. A marketing manager could target
women who develop games as well as women/girls who buy them.
10-35. Access the Word of Mouth Marketing Association website at

http://womma.org. What features did you find on the site? What resources are
available? What benefits does the site provide to a business? Is there any value
for a consumer? Provide screenshots to support your thoughts.
Advocate marketing and social media marketing were mentioned on the opening
page.
10-36. Type “guerrilla marketing” into an online search engine. Find two agencies
that offer guerrilla marketing services. Describe what type of services each
offers. Go to an article database and type in “guerrilla marketing.” Find two
articles about guerrilla marketing that interest you. Summarize the articles.
Provide the site for the two articles, the URLs of the two websites, and
screenshots to support your answers.
Student responses will depend on the agencies they select.
10-37. Explain the difference between lifestyle marketing and experiential marketing.
Suppose you have been hired as an intern for a new brand of energy drink. Go
the internet and locate an agency that offers lifestyle marketing. Describe the
services the agency could offer for your energy drink. Go back to the internet
and locate an agency that provides experiential marketing. Describe the
services the agency could offer your energy drink. Provide the URLs of the two
agencies as well as screenshots to illustrate your answers.
Lifestyle marketing involves identifying marketing methods associated with the

hobbies and entertainment venues of the target audience. Places such as farmer’s
markets, bluegrass festivals, stock car races, and craft shows are examples. It is
similar to event marketing because the company meets customers are places they go
due to interests and hobbies.
Experiential marketing combines direct marketing, field marketing, and sales

promotions into a single consumer experience. It typically involves direct marketing
through interactive means such as special events and free samples.
10-38. Somo is a new breed of agency that embraces and develops new technology and
approaches to marketing. Access the agency’s Web site at
www.somoglobal.com. What information is available on the Web site? Who are
some of the agency’s clients? Describe some of the campaigns created by Soap
and why they have been successful. Use screenshots to support your response.
Student answers will vary according to the campaigns investigated and the nature of
the agency work at the time.
10-39. Use an internet search engine to locate two agencies that offer in-store
marketing. For each agency discuss the services provided and identify some of
the agencies’ clients. Use screenshots to illustrate the services offered. If you
were a marketing intern for small chain of clothing stores, which agency would
you use? Why? Identify at least three in-store tactics that the agency could
provide.
Student responses will depend on the agencies they locate.
10-40. To support the UK launch of Sage Appliances, designed by the renowned chef
Heston Blumenthal, the agency iD (www.idagency.com) recruited 40 in-store
demonstrators. Their efforts succeeded in achieving 40,000 consumer
interactions, 26,000 live demonstrations, and a 133 percent increase in sales.
Investigate these other campaigns and summarize the tactics and the impact:
a. Levi Pop-Up Shop (www.idagency.com/work/retail/levis)

b. Max Factor (www.idagency.com/work/retail/maxfactor)
c. Nivea for Men (www.idagency.com/work/retail/nivea-for-men)
Student evaluations of these pages will vary. Each page illustrates the campaign and
its effectiveness.

Blog Exercises
Access the authors’ blog for this textbook at the URLs provided to complete these
exercises. Answer the questions that are posed on the blog.
10-41 Coca-Cola: http://blogclowbaack.net/2014/05/12/coca-cola-chapter-10/
10-42 Harley Davidson: http://blogclowbaack.net/2014/05/12/harley-davidson-chapter-10/
10-43 Buzz marketing: http://blogclowbaack.net/2014/05/12/buzz-marketing-chapter-

10/
Student Project: Creative Corner

This exercise is designed to enable students to study the buzz marketing techniques used by
Magnum. The assignment is to create a brand ambassador program for Magnum.
CASES
Case 1 Tiger Balm: Reinvigorating a Lifestyle
10-44. Propose an integrated lifestyle marketing program for Tiger Balm products
based on a tie-in with a chosen sporting activity. Include both traditional and
non-traditional promotional tools.
The Tiger Balm brand community includes consumers with active lifestyles, whether
leisure activities or extreme sports. These consumers are supporters of Tiger Balm
because the brand has been tried, tested, and trusted by generations of users.
10-45. Describe a possible guerrilla marketing campaign for Tiger Balm.
Cricket is a popular sport in many parts of the world, including India, Australia,
South Africa, the West Indies, and England. As a sport with a long history, it is
enjoyed by professional team players, sporting enthusiasts, and families.
10-46. Identify any opportunities for product placements for Tiger Balm products.
The Tiger Balm brand will be enhanced by its association with cricket and the cricket
community. Tiger Balm's goal is to have people think of the brand when they think of
cricket and associated events, thus linking the brand to that lifestyle interest. The

marketing department of Tiger Balm could tap on building relationships through
brand associations and generating positive experiences.
10-47. Is there a potential overlap between the brand community for Tiger Balm
and the cricket community? Describe the ways that Tiger Balm's marketing
department could build and enhance the relationship between the two
communities.
Besides linking Tiger Balm to existing cricket events, special events relating to
cricket and its community can be created. Such events can have compelling news
angle for related publicity efforts and can serve as a distribution point for sales
promotion incentives. With a little creativity (consider guerrilla type events, too),
such programs can serve as an important point of differentiation. Tiger Balm can
also tap viral marketing through positive word-of-mouth, raising Tiger Balm's
profile.
Case 2 After the Rush: What’s Next for Red Bull?
10-48. What alternative marketing methods does Red Bull use?
Red Bull utilizes lifestyle marketing, experiential marketing, and brand communities
and ambassadors.
10-49. Visit Red Bull’s Web site (www.redbull.com) and identify the alternative media
venues used by Red Bull’s marketing team.
Red Bull uses event marketing, including an airplane race, lifestyle marketing
including skateboarding and extreme sports, and some product placements.
10-50. What role should traditional media play in Red Bull’s future, especially when
compared to alternative media?
Student answers may vary. Red Bull employs very little television, radio, and print
advertising. For the most part the company tends to feature alternative media formats.
10-51. Are there ways to build brand communities around Red Bull? What role might
Twitter, Digg, or Facebook play in supporting such communities?
It is likely that there are brand communities and that they do visit these sites.
10-52. Red Bull’s marketing team believes staying with alternative approaches best fits
its image. As you think about all of the alternative marketing methods and
alternative media, what suggestions would you make to Red Bull for the future?
Describe a campaign for Red Bull using one or more alternative methods.

Student answers will vary. This would be a good in-class discussion question.
MyMarketingLab
Go to mymktlab.com for the answers to the following Assisted-graded writing
questions:
10-53. Describe in your own words each of the forms of alternative marketing listed in
Figure 10.1. Suppose your best friend has a band that has been playing at the
local nightclubs for the last three years. He has asked you to help market his
band. Discuss the pros and cons of each of the alternative marketing methods
(see Figure 10.1). Which one would you recommend the band use first? Why?
Describe an actual campaign the band could use. Be specific.
10-54. Access Ugg’s website at www.uggaustralia.com. Evaluate the website in terms of

its effectiveness, freshness, and the use of alternative marketing methods. What
traditional marketing methods did you see? Do you think Ugg has effectively
merged traditional and nontraditional advertising methods? Why or why not?
Bonus Case
DOGGIE DIP AND DO

Darla Domke had always been an animal lover. Early in life Darla wanted to become a
veterinarian, but unfortunately she found the science classes a little too challenging. Still,
she wanted to work with pets, especially dogs, if at all possible. Eventually an idea came
to her, a new business called Doggie Dip and Do.
Doggie Dip and Do is a full-service dog shelter. An owner can have a dog’s hair
groomed and nails trimmed; in the summertime, the dog can be dipped in a solution that
provides flea and tick protection. The shelter also offers a dog kennel for owners who are

on vacation or out of town. Inside the store, various dog products are sold, including
foods, medicines, collars, chewing bones, and other treats.
Darla’s main worry was consumer awareness. Her store is located in a convenient
shopping plaza on the outskirts of Atlanta, Georgia. Clearly enough potential customers
are in the Atlanta area to support her business, but they need to know about all of the
products and services that Doggie Dip and Do offers.
There were other challenges. Another issue was finding ways to reach potential
Doggie Dip and Do customers efficiently. Clearly, a large number of people in the
Atlanta area owned dogs, and many knew what a “doggie dip” was. Still, how could she
steer them to her retail outlet?
Darla believed it would be worth her while to spend $40,000 on advertising in the
first year. She took out a loan to help finance what she thought of as “start-up advertising
expenses.” Her first thought was to simply hire a television station to create ads. After
visiting with a local marketing professor, she decided it would be better to spend money
on several media. Her choices were to try to figure out an advertising campaign on her
own or hire a local advertising agency. Clearly money was the biggest obstacle.
Darla decided her ads should emphasize her love for animals. Customers should believe
they were going to find quality dog products and be greeted by employees who genuinely
care about the dog as well as the pet’s owner.
(1) Which alternative media best fit with Doggie Dip and Do’s market?
Choices include leaflets and brochures, carry-home bags, mall signs, parking lot
advertising, advertising on clothes, and kiosk ads.
(2) Would a lifestyle marketing program be available for Doggie Dip and Do?

Yes, Adopt-a-pet programs, dog shows and contests, and tie-ins with the Humane
Society are all possible.
(3) Could Darla develop a brand community for her company?
Again, yes. Dog owners who buy products there and have the services conducted
may be put in contact with each other.

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Chapter 10

The Prairie Fire Experience

Questions for Students:

The second issue is a review of alternative media tactics.

Copyright © 2018 Pearson Education Ltd. Page 10- 1

Brand communities are also discussed.

Fourth, international implications of alternative marketing programs are examined.

Alternative Marketing Programs

The forms of alternative marketing are displayed in Figure 10.1

Alternative media programs include:

Buzz marketing is also known as word-of-mouth advertising. It emphasizes consumers

Buzz has three main sources:

 Consumers who truly like a brand and tell others

Consumers Who Like a Brand

Copyright © 2018 Pearson Education Ltd. Page 10- 2

Brand ambassadors engage in programs with names such as “brand advocates” or

Buzz Marketing Stages

Buzz Marketing Preconditions

The preconditions are noted in Figure 10.4:

 The brand must standout.

Stealth marketing uses surreptitious practices to introduce a product to individuals or fails to

Copyright © 2018 Pearson Education Ltd. Page 10- 3

Guerrilla marketing emphasizes a combination of media, advertising, public relations, and

Figure 10.5 compares traditional marketing and guerilla marketing.

Figure 10.6 lists the reasons for engaging in guerilla marketing.

A newer form of alternative marketing, experiential marketing, combines direct marketing,

There are three steps:

1. Choose a clear market segment to target.

Copyright © 2018 Pearson Education Ltd. Page 10- 4

Product Placements and Branded Entertainment

Branded entertainment means the product is woven in as part of the storyline.

The primary goal typically is to increase brand awareness.

Brand insertions work best when they seem logical.

Copyright © 2018 Pearson Education Ltd. Page 10- 5

Question for Students: Do you notice product placements?

Alternative Media Venues

Video Game Advertising

Figure 10.10 names the forms of video game advertising:

Advergames are those played on a branded website.

 Quality web metrics

New Video Game Technology

Females and Video Games

Copyright © 2018 Pearson Education Ltd. Page 10- 6

Games should be adapted to female preferences.

Other Alternative Media

Parking lots, stairs, and escalators all feature advertising displays.

Objective 10.4: How have in-store marketing and point-of-purchase displays

In-Store Marketing Tactics

Copyright © 2018 Pearson Education Ltd. Page 10- 7

Point-of-purchase displays affect impulse buys.

Designing Effective Point-of-Purchase Displays

Figure 10.12 lists keys to effective POP displays:

 Integrate the brand’s image into the display.

Measuring Point-of-Purchase Effectiveness

Use of point-of-sale (POS) data is one key.

Figure 10.13 lists reasons why brand communities form:

 Affirmation of the buying decision

 Create member benefits to encourage new members.

Copyright © 2018 Pearson Education Ltd. Page 10- 8