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1、 2015 Cengage Learning.All Rights Reserved.May not be scanned,copied or duplicated,or posted to a publicly accessible website,in whole or in part.1 Chapter 16 Contemporary Strategies in Reaching Consumers Outline Chapter Objectives Chapter Summary Teaching Suggestions Word-of-Mouth:Pushing the Buzz
2、Button Why is Word-of-Mouth so Powerful?Buzz Marketing Product Pushers Imitation Evangelists Stealth Celebrity Endorsers Consumer Generated Marketing Celebrity and Athlete Endorsers Product Placement Why is Product Placement Growing?Types of Product Placement Review and Discussion Questions Chapter
3、Objectives After studying this chapter,you will be able to.Objective 1Define word-of-mouth communication and understand why it is so powerful.Objective 2Discuss the ways marketers create and promote word-of-mouth through Buzz Marketing.Objective 3Explain how consumer generated advertising has become
4、 a unique way to push the“buzz button.”Objective 4Discuss how celebrity and athlete endorsers bring unique value to brands and understand how important it is for a marketer to pick the right endorser for a brand.Objective 5Explain why product placement is an essential tool for marketers today.Object
5、ive 6 Describe the various types of product placement.2015 Cengage Learning.All Rights Reserved.May not be scanned,copied or duplicated,or posted to a publicly accessible website,in whole or in part.2 Chapter Summary In todays technology-driven,cluttered environment,companies cannot simply rely on t
6、raditional forms of marketing,such as advertising and face-to-face sales.In this chapter,we examine some contemporary strategies and unique ways marketers reach out to todays consumers,including word-of-mouth marketing,consumer generated advertising campaigns,celebrity and athlete endorsers,and prod
7、uct placements.Word-of-mouth or buzz marketing is the execution of marketing tactics especially designed to generate positive word-of-mouth marketing messages and create a virus-like exponential spread of those positive messages throughout the population of interest.Marketers want to create and dire
8、ct word-of-mouth because consumers see it as credible and authentic and because it is so easy to spread and sustain on the Internet.To help execute buzz marketing campaigns,companies often hire people to push the brand,either online or in person.When these people kept their activities clandestine,th
9、ey are said to be engaging in stealth marketing.Consumer generated advertising campaigns try to harness the benefits of traditional advertising and buzz marketing by encouraging the creation of advertisements by consumers themselves.These campaigns have the advantages of generating good advertisemen
10、ts in a relatively inexpensive way,engaging the customers in new,meaningful ways,and providing the company with valuable consumer insights.Another contemporary strategy that has become standard in marketing,especially in the United States,is the use of celebrity and athlete endorsers.Consumers often
11、 think of brands in terms of the famous people who endorse them,and research has shown that celebrity endorsers can have positive persuasive effects.On the flip side,marketers must use care when using celebrity and athlete endorsers.Famous stars can overshadow a brand,and celebrity scandals can tarn
12、ish a brands image.Finally,product placement is the insertion of branded goods and services within the content of popular media,including television,movies,video games,books,and music.When done correctly,product placement adds a sense of continuity and realism to the story,while promoting the brand
13、in subtle but meaningful ways.2015 Cengage Learning.All Rights Reserved.May not be scanned,copied or duplicated,or posted to a publicly accessible website,in whole or in part.3 TEACHING NOTES Teaching Suggestions 1.Ask students why Tiger Woods is(or is not)an effective spokesperson for various brand
14、s(e.g.,Nike,Buick,Gatorade).Answers should center on attractiveness,credibility,and risk.What makes Tiger credible or attractive to consumers?Are there any risks in paying Tiger millions of dollars to endorse a brand?Then ask students if there are products for which Tiger would not be viewed as a cr
15、edible source or if segments exist for which Tiger would not be viewed as an attractive source.2.Word-of-mouth is an interesting topic to begin a class discussion.As students if they enjoy being“in the know,”or what Malcolm Gladwell(Tipping Point)calls market mavens.Identify several students who con
16、sider themselves mavens and ask them how they spread word-of-mouth regarding new products and services.Focus on how social networks such as Facebook and other technologies facilitate discussion.3.Students will have mixed opinions regarding“buzz marketing.”Some will find it unethical;others will cons
17、ider it just a part of doing business.The goal of buzz or stealth marketing is to employ key,influential people from the target market to talk about a product,service,or brand experience.Ask students if theyve ever been recruited as a product pusher or company evangelist and to discuss these experie
18、nces.Some students may have been involved in viral marketing,i.e.,recruited and compensated(with money or free items)to talk about products on the internet via discussion boards,chat rooms,or on social networking Web sites.4.Go to Y and view the winning consumer generated ad for Doritos 2009 Crash t
19、he Super Bowl Contest.Apparently,the ad was produced for less than$1,000.More remarkable,it was ranked#1 among all Super Bowl Commercials by USA Todays Ad Meter.Ask students to discuss the advantages and disadvantages of consumer generated marketing.Opening Vignette The opening vignette provides an
20、example of a marketing event(i.e.,The Great Diamond Hunt)that was designed to get people interested and talking about a brand.Organizations hope that these contemporary buzz campaigns will cut through the clutter of traditional media.Traditional marketing concepts are typically viewed through the le
21、ns of conventional marketing practices such as mass advertising.Understanding non-traditional marketing tactics and strategies enhances understanding of the nuances of consumer behavior.Word-of-Mouth:Pushing the Buzz Button Word-of-mouth is the act of one consumer talking to another about a brand,an
22、d it can happen face-to-face and indirectly via phone,mail,or the Internet.Why is Word-of-Mouth so Powerful?2015 Cengage Learning.All Rights Reserved.May not be scanned,copied or duplicated,or posted to a publicly accessible website,in whole or in part.4 1.Word-of-mouth is credible and authentic.2.C
23、onsumers enjoy discussing their product and service experiences;they like being“in the know.”3.Technology facilitates the spread of word-of-mouth via cell phones,email,text messaging,social networking sites,blogs,instant messaging,chat rooms,and message boards.Buzz Marketing 1.Organic word-of-mouth
24、is word-of-mouth that occurs naturally among consumers.2.Buzz marketing is the execution of marketing tactics specially designed to generate positive word-of-mouth marketing messages and create a virus-like exponential spread of those messages throughout the target market.Viral marketing usually inv
25、olves the Internet to facilitate the spread of word-of-mouth and spark buzz.Stealth marketing is a buzz marketing campaign that specifically relies on spreading word-of-mouth in a covert or clandestine manner.3.Product pushers are people recruited by a company to get a product prominently seen and t
26、alked about in the marketplace.These recruits are usually attractive but approachable and friendly,often from the target markets own key influencer set.Actual users are employed to sample,push,and talk up a brand.Real people who are real consumers sign up to be buzz agents on the Web.4.Imitation eva
27、ngelists are actors paid to execute stealth buzz campaigns.Their task is to slip commercial messages and recommendations into everyday conversations.Fake shoppers,fake tourists,and bar“leaners.”5.Stealth celebrity endorsers are compensated with fees or free merchandise to use or talk about products
28、in their everyday lives.Consumer Generated Marketing Consumer generated marketing is the creation of advertising or other marketing content by customers.Organizations leverage their own customers to generate interesting advertisements that attract good press and buzz.Organizations invite participant
29、s to create marketing content,often an advertisement,for its brand through some kind of promotion or contest(e.g.,Frito-Lays 2009 Crash the Super Bowl Contest Ad for Doritos brand).2015 Cengage Learning.All Rights Reserved.May not be scanned,copied or duplicated,or posted to a publicly accessible we
30、bsite,in whole or in part.5 Consumer generated marketing is not without risk.There is no guarantee that consumer generated work will be worthy of public display.Celebrity and Athlete Endorsers Consumers often think of brands in terms of the famous people who endorse them.A celebrity endorser is an i
31、ndividual who enjoys public recognition and uses this recognition on behalf of a consumer product by appearing in an advertisement or engaging in some other marketing tactic.More than 20 percent of all U.S.television advertisements feature a celebrity endorser.Table 16.1 provides a list of celebrity
32、 endorsers and their claims to fame.In some cases,celebrities can increase message recall,aid in brand recognition,and provide brands with increased levels of trustworthiness,likeability,and persuasion.Much of the value of employing celebrities derives from their ability to portray themselves as typ
33、ical brand users in typical use situations.Celebrity endorsement can be risky.Famous stars can overshadow a brand,and celebrity scandals can tarnish a brands image.Table 16.2 provides a list of Forbes most powerful celebrities.Table 16.3 provides a list of Forbes best paid athletes.Product Placement
34、 Product placement is the insertion of branded goods and services within the content of popular media,including television,movies,video games,books,and music.Product placement can add a sense of continuity and realism to the context.Junior Mints(Seinfeld)Gordons Gin(Hepburn)Reeses Pieces(E.T.)BMW(Ja
35、mes Bond)Why is Product Placement Growing?Product placement has surged as companies search for new ways to reach consumers and as the costs of production for traditional advertising have risen.2015 Cengage Learning.All Rights Reserved.May not be scanned,copied or duplicated,or posted to a publicly a
36、ccessible website,in whole or in part.6 Product placements link fictional content to real life,making the story more believable.Product placements in television shows,movies,books,videos,and songs usually have a long shelf life.An association between the character and/or the celebrity and the brand
37、can create an indirect celebrity endorsement.Product placement can help reduce the costs of producing media because producers do not have to purchase set items and props.Types of Product Placement Typically,as the involvement of a brand with the editorial content increases,so does the value of place
38、ment within the media.1.Visual Placement entails placing the brand on screen within the setting or background of a program.2.Brand interaction occurs when the characters talk about the product or brand or actually handle the product.3.Brand integration occurs when the brand is woven into the thread
39、of the story.4.With sponsorship and branded entertainment,the brand is the sole sponsor of the content,has extensive editorial control of the content.2015 Cengage Learning.All Rights Reserved.May not be scanned,copied or duplicated,or posted to a publicly accessible website,in whole or in part.7 Ans
40、wers to Review and Discussion Questions 1.Why is word-of-mouth so powerful?Word-of-mouth is credible and authentic.The underlying assumption is that the person engaged in the word-of-mouth is someone who you know and trust,and his/her opinion is honest and true,free from ulterior motive.Another reas
41、on that word-of-mouth is so powerful is that consumers enjoy discussing their product and service experiences;they like being“in the know.”Finally,thanks to technology,word-of-mouth can spread faster and linger longer.2.Why is buzz marketing also referred to as“viral”marketing?Buzz marketing is some
42、times called“viral”because once word-of-mouth begins to gain momentum;it can spread quickly,like a virus,especially in an Internet environment.3.What is the distinction between buzz marketing and stealth marketing?Stealth marketing is a buzz marketing campaign that specifically relies on spreading w
43、ord-of-mouth in a covert or clandestine manner.4.What are some of the potential ethical implications of doing a stealth marketing campaign?Because stealth campaigns rely on the consumer not being aware they are being marketed to,some experts have criticized this type of marketing tactic as deceptive
44、 and unethical.Because the consumer is unaware of the nature of the stealth encounter,their marketing“skepticism”or guard may be down,making them more susceptible to persuasion.5.What are some of the differences between traditional advertising and consumer generated advertising?While traditional adv
45、ertising originates with the marketer,consumer generated marketing(advertising)is the creation of advertising or other marketing content by the customer.Here,companies leverage their own customers to generate advertisements.Consumer generated advertising often also generates more buzz than tradition
46、al advertisements.Finally,the costs of producing traditional advertising are very high.User generated content is usually much cheaper.6.What are some of the benefits that can be gained from a consumer generated advertising campaign?What are the risks?There are several advantages to consumer generate
47、d advertising.First,it tends to be cheaper than traditional advertising and can generate lots of buzz.Second,when customers decide to participate,they have to really think about the brand creatively,leading to a new level and depth of interaction with the brand.Third,the content created is often qui
48、te good.Finally,consumer generated advertising is also a powerful marketing research tool.There are also disadvantages.First,it may not be applicable for all products.Second,a company has to spend time and money weeding through all the content to find potentially good content.Finally,these campaigns
49、 may attract consumers who hate the brand,which can also generate negative buzz.2015 Cengage Learning.All Rights Reserved.May not be scanned,copied or duplicated,or posted to a publicly accessible website,in whole or in part.8 7.Review the list of Forbes best-paid athletes presented in the text.Do y
50、ou think they are worth the money they are paid for endorsements?Explain.Student opinions here will vary,but research has shown that given the right endorser,the use of celebrities can increase message recall and brand recognition and can provide a brand with increased levels of trustworthiness,like