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Part 4: Communicate the Value Proposition Chapter 12 Old and New Media: From One-to-Many to Many-to-Many I. CHAPTER OVERVIEW Marketing communication can take many forms from creative slogans printed on t-shirts, to chalk art printed on university sidewalks, to newspaper advertisements. The list can go on and on and is limited only by imagination. No matter what form, communication primarily seeks to inform, remind, persuade, and build relationships with consumers. Chapter 12 focuses on the process of integrated marketing communication designed to influence target markets and create successful marketing. Students are introduced to the communication model, study the various elements of the promotion mix, and learn about various techniques such as guerilla marketing, viral marketing, and hype. In addition, they begin to explore the stages in developing an integrated marketing communication plan, find out about current trends of interactive promotion, and discover why database marketing is increasingly popular. II. CHAPTER OBJECTIVES 1. Understand the communications process and the traditional promotion mix. 2. Understand how marketers communicate using an updated communications model that incorporates buzz marketing activities and social media. 3. Describe the steps in traditional and multi-channel promotional planning. III. CHAPTER OUTLINE ►MARKETING MOMENT INTRODUCTION Ask students to recall their favorite ad. Call on individual students to describe their ads without identifying the brand/product. How many other students recall the same ad? How many students know what brand/product is being advertised? This is a great time to point out the risk of advertising—it may be unique and are noticed, but the point of the ad might be missed. p. 349 1. REAL PEOPLE, REAL CHOICES─ HERE’S MY PROBLEM AT CAMPFIRE Campfire’s work centers around storytelling and experience, and the marketing programs it develops for clients are not easily put into the usual traditional/digital silos. Campfire’s expertise is not in any one particular silo but in developing all these elements as part of the total integrated project. Since its campaigns cross all media channels, Campfire has been called, at one time or another, a digital agency, a branded content agency, a transmedia agency, Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 12: Old and New Media: From One-to-Many to Many-to-Many a social media agency, and simply a creative shop. In 2007, Advertising Age listed Campfire as one of “The Hottest Digital Agencies Around.” The company had only really been a full-time agency for about a year at that point, and it had never identified itself as a “digital agency.” As a result, Mike and his partners found themselves crossroads soon after when a potential client approached them to become their digital agency of record (AOR). Campfire had only seven employees at the time, and this was both a big opportunity as well as a significant change in the young agency’s business model. While it had built websites, banner ads and other more traditional media, these efforts were always in the service of a larger project. Campfire’s leaders had to decide if they were to take the leap to become a full-service digital agency. Mike considered his options: 1. Become the client’s digital AOR. 2. Partner with a smaller, more traditional agency and split the work according to capabilities in order to handle all the client’s needs. 3. Walk away. The vignette ends by asking the student which option he/she would choose. p. 350 Mike and his partners chose option #3 and they declined the account. 2. ONE-TO-MANY: THE TRADITIONAL COMMUNICATION MODEL Promotion is the coordination of marketing communication efforts to influence attitudes or behavior. Well-informed marketers should consider that every element of the marketing mix is actually a form of communication. Today messages assume many forms: quirky television commercials, innovative Websites, viral videos, sophisticated magazine ads, funky T-shirts, blimps blinking messages over football stadiums—even do-it-yourself, customer-made advertising. Marketing communication in general performs one or more of four roles: 1. It informs consumers about new goods and services 2. It reminds consumers to continue using certain brands 3. It persuades consumers to choose one brand over others; and 4. It builds relationships with customers. Many marketing experts now believe a successful promotional strategy should blend several diverse forms of marketing communication. Integrated marketing communication (IMC) Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall German Pen Company ad Part 4: Communicate the Value Proposition is the process that marketers use to plan, develop, execute, and evaluate coordinated, measurable, persuasive brand communication programs over time to targeted audiences. The IMC approach argues that consumers are exposed to a company or a brand in many different ways before, after and during a purchase. Consumers see these points of contact or touchpoints-a TV commercial, a company website, a coupon, an opportunity to win a sweepstakes, or a display in a store—as a whole -- as a single company that speaks to them in different places and different ways. IMC marketers understand that to achieve their marketing communication goals, they must selectively use some or all of these touchpoints to consistently reach their customers in a multi-channel promotional strategy where they combine traditional advertising, sales promotion and public relations activities with online buzz building activities. How we as consumers get our information: the first, traditional communication model is a “ONE-TO-MANY” view in which a single marketer develops and sends messages to many – perhaps even millions -- of, consumers at once. The ONE-TO-MANY approach involves traditional forms of mass media marketing communication such as advertising, out-of-home (like billboards), and Internet advertising. This model also benefits from consumer sales promotion such as coupons, samples, rebates, or contests; and press releases and special events that public relations professionals organize. Figure 12.1 Three Models of Marketing Communication We need to consider an updated communications model where marketing messages are what we think of as many-to-many. This newer perspectives recognize the huge impact of word-of-mouth communication where consumers look to each other for information and recommendations. ►Marketing Moment In-Class Activity Ask students to identify examples of ads that serve a reminder purpose (e.g., Coke, Pepsi, Got Milk? etc.). Do students see a tendency to use reminder advertising in a particular stage of the product life cycle (i.e., maturity)? p. 352 Figure 12.2 2.1 The Communication Model In the communication model, a source transmits a message Communication through some medium to a receiver who (we hope) listens and Model understands the message. The communications model specifies the elements necessary for effective communication to occur: a source, a message, a medium, and a receiver. Regardless of how a marketer sends messages--her objective is to capture receivers’ attention and relate to their needs. p. 353 2.1.1 The Source Encodes Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Colgate Chapter 12: Old and New Media: From One-to-Many to Many-to-Many Encoding is the process by which a source translates an idea into a form of communication that conveys the desired meaning. The source is the organization or individual that sends the message. Toothpaste ad p. 354 Italian Candy ad 2.1.2 The Message The message is the actual content that goes from the source to a receiver. It includes information necessary to persuade, inform, remind, or build a relationship. Advertising messages may include both verbal and nonverbal elements, such as beautiful background scenery or funky music. p. 354 Gillette ad 2.1.3 The Medium No matter how the source encodes the message, it must then transmit it via a medium, which is communications vehicle that reaches members of a target audience. This vehicle can be television, radio, social media sites such as Facebook or Twitter, a magazine, a company Web site, an Internet blog, a personal contact, a billboard, or even a coffee mug that displays a product logo. p. 354 2.1.4 The Receiver Decodes Communication cannot occur unless a receiver is there to get the message. The receiver is any individual or organization that intercepts and interprets the message. If the customer is even paying attention (a big assumption in our overloaded, mediasaturated society), she interprets the message in light of her unique experiences. Decoding is the process whereby a receiver assigns meaning to a message; that is, she translates the message she sees or hears back into an idea that makes sense to her. Marketers hope that the target consumer will decode the message the way they intended, but effective communication occurs only when the source and the receiver share a mutual frame of reference. p. 354 2.1.5 Noise The communication model also acknowledges that noise— anything that interferes with effective communication—can block messages. As the many arrows between noise and the other elements of the communication model in Figure 12.2 indicate, noise can occur at any stage of communication. Activity: As you were going through your day you were exposed to many forms of marketing communication. However, noise probably interfered with most of the exposures. List five different instances where noise interrupted your ability to decode a message. Explain what, if Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Part 4: Communicate the Value Proposition anything, a marketer could have done to help limit some of the noise. p. 355 p. 355 2.1.6 Feedback To complete the communication loop, the source gets feedback from receivers. Feedback is a reaction to the message that helps marketers gauge the effectiveness of the message so they can finetune it. 2.2 The Traditional Promotion Mix Marketers use the term promotion mix to refer to the communication elements that the marketer controls. These elements of the traditional promotion mix include: • Advertising • Sales promotion • Public relations • Personal selling • Direct marketing Table 12.1 A Comparison of Elements of the Traditional Promotion Mix Clorox Wipes ad The challenge is to be sure that the promotion mix works in harmony with the overall marketing mix to combine elements of promotion with place, price, and product to position the firm’s offering in people’s minds. p. 357 Marketers have a lot more control over some kinds of marketing communication messages than they do others. As Figure 12.3 shows, mass-media advertising and sales promotion are at one end of the continuum, where the marketer has total control over the message she delivers. At the other end is word-of-mouth (WOM) communication, where everyday people rather than the company run the show. WOM is a vitally important component of the brand attitudes consumers form and of their decisions about what and what not to buy. Sandwiched between the ends we find personal selling and direct marketing, where marketers have some but not total control over the message they deliver, and public relations, where marketers have even less control. 2.2.1 Mass Communication Mass communications elements of the promotion mix include messages intended to reach many prospective customers at the same time. Advertising is, for many, the most familiar and visible element of the promotion mix. It is non-personal communication from an identified sponsor using the mass media. The most important advantage of advertising is that it reaches large numbers of consumers at one time. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Figure 12.3 Control Continuum Heinz Ketchup ad Chapter 12: Old and New Media: From One-to-Many to Many-to-Many Consumer sales promotion includes programs such as contests, coupons, or other incentives that marketers design to build interest in or encourage purchase of a product during a specified period. Unlike other forms of promotion, sales promotion intends to stimulate immediate action (often in the form of a purchase) rather than build long-term loyalty. p. 357 p. 358 p. 359 Public relations describes a variety of communication activities that seek to create and maintain a positive image of an organization and its products among various publics, including customers, government officials, and shareholders. 2.2.2 Personal Communication Sometimes marketers want to communicate with consumers on a personal, one-on-one level. The immediate way for a marketer to make contact with customers is simply to tell them how wonderful the product is. This is part of the personal selling element of the promotion mix mentioned previously. It is the direct interaction between a company representative and a customer. The interaction can occur in person, by phone, or even over an interactive computer link. Salespeople are a valuable source of communication because customers can ask questions and the salesperson can immediately address objections and describe product benefits. Marketers also use direct mail, telemarketing, and other direct marketing activities to create personal appeals. Like personal selling, direct marketing provides direct communication with a consumer or business customer. 3. MANY-TO-MANY: THE UPDATED COMMUNICATION MODEL Authors Charlene Li and Josh Bernoff refer to the changing communication landscape as the groundswell; “a social trend in which people use technology to get the things they need from each other, rather than from traditional institutions like corporations.” Today’s consumers are increasingly getting their information on running shoes, nightclubs, cars, new bands, or even lecture notes from one another rather than from the original source. Marketers are no longer the only ones who talk about their products—millions of consumers have the ability and the desire to spread the good (or bad) news about the goods and services they buy. That is why we are moving from a one-to-many communication mode to the new world of many-to-many. Ripped From the 3.1 Buzz Building The many-to-many communication model relies on consumers Headlines: Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Part 4: Communicate the Value Proposition like you to talk to one another about goods, services and organizations. Marketers think of buzz as everyday people helping their marketing efforts when they share their opinions with their friends and neighbors. Ethical/ Sustainable Decisions in the Real World Companies today spend millions to create consumer positive buzz. Firms like Dell have named word-of-mouth (WOM) marketing managers, and the WOMMA (Word-of-Mouth Marketing Association). The membership roster includes most of the top consumer-brand companies. Techniques to encourage consumers to spread information about companies and their products come under a variety of names such as word-of-mouth marketing, viral marketing, buzz marketing and evangelist marketing. People like to share their experiences, good or bad, with others. Truly happy customers will share their excitement about a brand. Unfortunately, the unhappy ones will be even more eager to tell their friends about their unpleasant experiences. p. 360 3.1.1 Ethical Problems in Buzz Marketing Just as firms are discovering there are a myriad of opportunities for buzz marketing, there are equally large opportunities for unethical or at least questionable marketing behavior. Some of these are as follows: Activities designed to deceive consumers. Directing buzz marketing at children or teens. Buzz marketing activities that damage property. Stealth marketing activities that deliberately deceive or lie on behalf of clients. p. 360 3.1.2 Viral Marketing One form of buzz building is viral marketing. This term refers to marketing activities that aim to increase brand awareness or sales by consumers passing a message along to other consumers, hopefully in an exponential fashion--much like your roommate passes a cold onto you and you pass it along to all your other friends. Today, most viral marketing tactics are subtler and consist of marketers’ use of video clips, interactive games, or other activities that consumers will find so interesting or unique that they want to share them with their friends using digital technology. To see a classic viral spot in action, visit www.subservientchicken.com. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Table 12.2 Positive and Unethical Wordof-Mouth Marketing Strategies Harley Motorcycles Brand Community Photo Chapter 12: Old and New Media: From One-to-Many to Many-to-Many p. 362 p. 362 p. 363 3.1.3 Brand Ambassadors and Evangelists Many marketers realize that they cannot create buzz by themselves; they recruit loyal customers as brand ambassadors or brand evangelists to help them. These zealous consumers can be the best salespeople a company can ever find. They often work without pay. They are heavy users, take a product seriously, care a great deal about it and want it to succeed. In addition, they know the target audience better than anyone since they are a part of it. 3.2 New Social Media In addition to buzz-building, social media are an important part of the Updated Communications Model. This term refers to internet-based platforms that allow users to create their own content and share it with others who access these sites. There’s no doubt that social media is the place to be in marketing communications now – even if many organizations haven’t quite figured out just what to do with these platforms. 3.2.1 Social Networks Social networking sites or social networks are sites used to connect people with other similar people. Social networks such as Facebook and LinkedIn are some of the most popular sites on the Internet with millions of users from around the globe. Once a user has created a profile, it is easy to connect with old and new friends. Social networks make it easy for marketers to reach influential people such a journalists and consumers who are opinion leaders. However, even more important is the opportunity social networks provide to create a brand community. Facebook is the most popular of all social networking sites. Twitter is a free micro-blogging service that lets users post short text messages with a maximum of 140 characters. Unlike other social media, Twitter is a broadcast medium, which means that marketers can send messages to hundreds of thousands of people at a time. p. 363 3.2.2 Virtual Worlds This term refers to an online, highly engaging digital environment where avatars -- graphic representations of users -- live and interact with other avatars in real time. In virtual worlds, residents can hang out at virtual clubs, shop for clothing and bling for their avatars, buy furniture to deck out virtual homes, and yes, even go to college in virtual universities. Some people find it hard to believe, but it is common for people to spend real money to buy digital products that do not exist in the real world. Indeed, the virtual goods market is booming: In the U.S. alone, consumers Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall The Cutting Edge: Where is Twitter Going? Part 4: Communicate the Value Proposition spend well over $1 billion each year to buy items they use only in virtual worlds! p. 365 p. 365 3.2.3 Product Review Sites Product review sites are social media sites that enable people to post stories about their experiences with products and services. Marketers hope that product review sites create a connection between the consumer and the brand. Product review sites give users both positive and negative information about companies. Cars 2 Movie Photo 3.2.4 Mobile Apps and Geospatial Platforms Apple lit up this market when it introduced the iPhone and now everyone is scrambling to “monetize” the mobile market through sales of ringtones, on-demand video, online coupons, and “apps” that entertain or educate. Geospatial platforms integrate sophisticated GPS technology (like the navigation system you may have in your car) that enables users to alert friends of their exact whereabouts via their mobile phones. Use Websites Here: http://www.marketingterms.com/dictionary/viral_marketing/. Press articles on viral marketing http://www.wilsonweb.com/wmt5/viral-principles.htm. Information on viral marketing p. 366 Figure 12. 1 4. PROMOTIONAL PLANNING IN A WEB 2.0 Steps to Develop WORLD Just as with any other strategic decision-making process, the the Promotional development of this plan includes several steps Plan p. 366 p. 367 4.1 Step 1: Identify the Target Audience(s) An important part of overall marketing planning is to identify the target audience(s). Remember, IMC marketers recognize that we must communicate with a variety of stakeholders who influence the target market. Of course, the intended customer is the most important target audience and the one that marketers focus on the most. 4.2 Step 2: Establish the Communication Objectives The whole point of communicating with customers and prospective customers is to let them know in a timely and affordable way that the organization has a product to meet their needs. In most cases, it takes a series of messages that move the consumer through several stages. The marketer “pushes” the consumer through a series of steps, or a hierarchy of effects, from initial awareness of a product to brand loyalty. The task of moving the consumer up the hierarchy becomes more difficult at each step. The steps are as follows: Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Figure 12.5 The Hierarchy of Effects Chapter 12: Old and New Media: From One-to-Many to Many-to-Many Fat Hair Product Create awareness ad Inform the market Create desire Encourage purchase and trial Build loyalty ►Marketing Moment In-Class Activity Ask students to imagine they are responsible for launching new fitness water. Then ask how they would design am IMC plan to take a potential customer through each stage of the hierarchy of effects (e.g., to create awareness, sponsor a tennis match and show tennis players drinking the water, etc.). p. 368 4.3 Step 3: Determine and Allocate the Marketing Communication Budget While setting a budget for marketing communication might seem easy—you just calculate how much you need to accomplish your objectives—in reality it’s not that simple. We need to make three distinct decisions to set a budget: p. 369 4.3.1 Determine the Total Promotion Budget Most firms rely on two budgeting techniques: top-down and bottom-up. Top-down budgeting techniques require top management to establish the overall amount that the organization allocates for promotion activities. The most common top-down technique is the percentage-of-sales method in which the promotion budget is based on last year’s sales or on estimates for the present year’s sales. The percentage may be an industry average provided by trade associations that collect objective information on behalf of member companies. The advantage of this method is that it ties spending on promotion to sales and profits. Unfortunately, this method can imply that sales cause promotional spending rather than viewing sales as the outcome of promotional efforts. The competitive-parity method is a fancy way of saying “keep up with the Joneses.” This method assumes that the same dollars spent on promotion by two different firms will yield the same results, but spending a lot of money does not guarantee a successful promotion. Firms certainly need to monitor their competitors’ promotion activities, but they must combine this information with their own objectives and capacities. The problem with top-down techniques is that budget decisions are based more on established practices than on promotion objectives. Another approach is to begin at the beginning: identify promotion goals and allocate enough money to accomplish them. That is what bottom-up budgeting techniques attempt. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Part 4: Communicate the Value Proposition p. 369 This bottom-up logic is at the heart of the objective-task method, which is gaining in popularity. Using this approach, the firm first defines the specific communication goals it hopes to achieve, such as increasing by 20 percent the number of consumers who are aware of the brand. It then tries to figure out what kind of promotional efforts—how much advertising, sales promotion, buzz marketing etc. -- it will take to meet that goal. Food Delivery 4.3.2 Decide on a Push or a Pull Strategy A push strategy means that the company wants to move its Company in products by convincing channel members to offer them and entice Brazil ad their customers to select these items – it pushes them through the channel. This approach assumes that if consumers see the product on store shelves, they will be enticed to make a trial purchase. In this case, promotion efforts will “push” the products from producer to consumers by focusing on personal selling, trade advertising, and trade sales promotion activities such as exhibits at trade shows. In contrast, a company that relies on a pull strategy is counting on consumers to demand its products. This popularity will then convince retailers to respond by stocking these items. In this case, efforts focus on media advertising and consumer sales promotion to stimulate interest among end consumers who will “pull” the product onto store shelves and then into their shopping carts. Whether we use a push or a pull strategy, the promotion mix for a product must vary over time because some elements work better at different points in the product life cycle than others. In the introduction phase, the objective is to build awareness of and encourage the product among consumers, often by relying on a push strategy. In the growth stage, promotions must now start stressing product benefits. In the maturity phase, many people have already tried the product and sales stabilize. Strategy shifts to encouraging people to switch from competitors brands. Usually sales promotions, particularly coupons, and special price deals, have greater chances of success than advertising. In the decline phase, the company dramatically reduces spending on all elements of the promotion mix. ►Marketing Moment In-Class Activity Ask students to think about how the pharmaceutical industry might implement a push or a pull Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 12: Old and New Media: From One-to-Many to Many-to-Many strategy. What would each strategy “look” like (e.g., a “push” sells to doctors while a “pull” advertises to customers)? How would the promotion mix differ using the two strategies? p. 371 4.3.3 Allocate the Budget to a Specific Promotion Mix Once the organization decides how much to spend on promotion and whether to use a push or a pull strategy, it must divide its budget among the elements in the promotion mix. Although advertising used to get the lion’s share of the promotion budget, today sales promotion and digital marketing such as buzz building and the use of social media we talked about earlier in this chapter are playing a bigger role in marketing strategies. p. 371 4.4 Step 4: Design the Promotion Mix Designing the promotion mix is the most complicated step in marketing communication planning. It includes determining the specific communication tools that will be used, what message is to be communicated, and the communication channel(s) to be employed. The message should ideally accomplish four objectives (though a single message can rarely do all of these): It should get attention, hold interest, create desire, and produce action. These communication goals are known as the AIDA model. p. 372 Activity: Illustrate how the AIDA model works using an example. Explain your answer. 4.5 Step 5: Evaluate the Effectiveness of the Communication Program The final step to manage marketing communications is to decide whether the plan is working. It is not so easy. There are many random factors in the marketing environment. As a rule, various types of sales promotion are the easiest to evaluate because they occur over a fixed, usually short period, making it easier to link to sales volume. Advertising researchers measure brand awareness, recall of product benefits communicated through advertising and even the image of the brand before and after an advertising campaign. The firm can analyze and compare the performance of salespeople in different territories, although again it is difficult to rule out other factors that make one salesperson more effective than another does. Public relations activities are more difficult to assess because their objectives relate more often to image building than sales volume. p. 372 4.6 Multi-channel Promotional Strategies Many marketers opt for multi-channel promotional strategies where they combine traditional advertising, sales promotion and public relations activities with online buzz building activities. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Turkish ad for Bird Seed Ad Educating Consumers About Potatoes Part 4: Communicate the Value Proposition p. 373 Multi-channel strategies boost the effectiveness of either online or offline strategies used alone. In addition, multi-channel strategies allow marketers to repeat their messages across various channels; this lets them strengthen brand awareness and it provides more opportunities to convert customers. Real People, Real Choices: Here’s My Choice at Campfire Mike and his partners chose option #3 and they declined the account. Brand You: Get the word out about your brand...to all the right people. Create an integrated marketing communication plan for your personal brand. It is easy to increase your chances of getting interviews when you use all the available “media” to get your cover letter and resume to your target audiences. Plan your personal brand marketing communication plan in Chapter 12 of the Brand You supplement. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Exhibit 12. 1 Campfire TK Chapter 12: Old and New Media: From One-to-Many to Many-to-Many IV. END–OF-CHAPTER ANSWER GUIDE CHAPTER QUESTIONAS AND ACTIVITIES QUESTIONS: TEST YOUR KNOWLEDGE 1. What is integrated marketing communication? What are multi-channel promotional strategies? Why is word-of-mouth communication so important? Many marketing experts now believe a successful promotional strategy should blend several diverse forms of marketing communication. Integrated marketing communication (IMC) is the process that marketers use to plan, develop, execute, and evaluate coordinated, measurable, persuasive brand communication programs over time to targeted audiences. The IMC approach argues that consumers encounter a company or a brand in many different ways before, after and during a purchase. Consumers see these points of contact or touchpoints--a TV commercial, a company Website, a coupon, an opportunity to win a sweepstakes, or a display in a store—as a whole -- as a single company that speaks to them in different places and different ways. IMC marketers understand that to achieve their marketing communication goals, they must selectively use some or all of these touchpoints to deliver a consistent message to their customers in a multi-channel promotional strategy where they combine traditional advertising, sales promotion, and public relations activities with online buzz-building activities. That is a lot different from most traditional marketing communication programs of the past that made little effort to coordinate the varying messages consumers received. Today, these traditional methods still work in some circumstances. However, many other options are available that often mesh better with our “wired” 24/7 cultures. When you take a break from posting to your friends on Facebook, you’ll recognize that you also learn about products and services from your own social network in addition to ads, billboards, or coupons. For this reason we need to consider an updated communication model where marketing messages are what we think of as many-tomany. This newer perspective recognizes the huge impact of word-of-mouth communication where consumers look to each other for information and recommendations. 2. Describe the traditional communication model. The traditional communication model includes a message source that encodes an idea into a message and transmits the message through some medium. Marketing messages exploit a variety of appeals and message structures. The message is transmitted using one of several different communication media and is finally delivered to a receiver, who decodes the message and may provide feedback to the source. Anything that interferes with the communication is called noise. 3. List the elements of the promotion mix and describe how they are used to deliver personal and mass appeals. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Part 4: Communicate the Value Proposition Advertising is non-personal communication from an identified sponsor using the mass media. Sales promotions are marketing activities that are used to stimulate immediate sales by providing extra value or generating interest in a product. Public relations consists of marketing efforts or activities to portray an organization and its products positively by influencing the perceptions of various publics, including customers, government officials, and shareholders. Personal selling is direct interaction between a company representative and a customer that can occur in person, by phone, or even by interactive computer link. Direct marketing: Marketers also use direct mail, telemarketing, and other direct marketing activities to create personal appeals. Like personal selling, direct marketing provides direct communication with a consumer or business customer. Because direct marketing activities seek to gain a direct response from individual consumers, as we saw in Chapter 7 the source can target a communication to market segments of a few or— with today’s technology—even segments of one. 4. Explain the many-to-many communication model and why it is important for marketers today. Today, these traditional methods still work in some circumstances. However, many other options are available that often mesh better with our “wired” 24/7 cultures. When you take a break from posting to your friends on Facebook, you’ll recognize that you also learn about products and services from your own social network in addition to ads, billboards or coupons. For this reason we need to consider an updated communications model where marketing messages are what we think of as many-to-many. It seems as if most of us are “on” 24/7 these days, whether we are checking our email while on vacation or Tweeting about the fabulous new restaurant we just discovered. Authors Charlene Li and Josh Bernoff refer to the changing communication landscape as the groundswell; “a social trend in which people use technology to get the things they need from each other, rather than from traditional institutions like corporations.” In other words, today’s consumers are increasingly getting their information on running shoes, nightclubs, cars, new bands, or even lecture notes from one another rather than from the original source. What has led to this new communication model and how is it changing marketing? Much of the answer lies in changing technology. Everyone is online now. Millions of people around the globe surf the Web, talk with their friends, watch TV and purchase products from traditional marketers, from Internet-only marketers and from each other on their computers or their mobile phones with broadband Internet connections. These users all have the potential to connect with each other and to share feedback – whether it’s about how hard that statistics test was this morning or where they bought a great new swimsuit for summer and how much they paid for it. Marketers are no longer the only ones who talk about their products—millions of consumers have the ability and the desire to spread the good (or bad) news about the goods and services they buy. That is why we are moving from a one-to-many communication mode to the new world of many-to-many. 5. What is buzz? How do marketers practice buzz building? Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 12: Old and New Media: From One-to-Many to Many-to-Many The many-to-many communication model relies on consumers like you to talk to one another about goods, services and organizations. Marketers think of buzz as everyday people helping their marketing efforts when they share their opinions with their friends and neighbors. The idea is nothing new; it is the so-called “office water-cooler effect” where coworkers dish about the latest TV sitcom on Monday morning. Companies today spend millions to create consumer positive buzz. Firms like Dell have named word-of-mouth (WOM) marketing managers, and the WOMMA (Word-of-Mouth Marketing Association) membership roster includes most of the top consumer-brand companies. According to advertising agency JWT Worldwide, over 85 percent of top 1,000 marketing firms now use word-of-mouth tactics.i Techniques to encourage consumers to spread information about companies and their products come under a variety of names such as word-of-mouth marketing, viral marketing, buzz marketing and evangelist marketing. 6. What are some ethical problems in buzz marketing? Just as firms are discovering there are a myriad of opportunities for buzz marketing, there are equally large opportunities for unethical or at least questionable marketing behavior. Some of these are as follows: Activities designed to deceive consumers. Directing buzz marketing at children or teens. Buzz marketing activities that damage property. Stealth marketing activities that deliberately deceive or lie on behalf of clients. 7. What is viral marketing? How do marketers use brand ambassador or brand evangelists? One form of buzz building is viral marketing. This term refers to marketing activities that aim to increase brand awareness or sales by consumers passing a message along to other consumers, hopefully in an exponential fashion--much like your roommate passes a cold onto you and you pass it along to all your other friends. Today, most viral marketing tactics are subtler and consist of marketers’ use of video clips, interactive games, or other activities that consumers will find so interesting or unique that they want to share them with their friends using digital technology. Many marketers realize that they cannot create buzz by themselves; they recruit loyal customers as brand ambassadors or brand evangelists to help them. These zealous consumers can be the best salespeople a company can ever find. They often work for no pay.. They are heavy users, take a product seriously, care a great deal about it and want it to succeed. In addition, they know the target audience better than anyone since they are a part of it. So how do marketers identify and motivate these loyal customers to be brand ambassadors? Sometimes they seek out customers who already blog about the product and share what they love about the brand. One way to motivate brand ambassadors is to give them special access or privileges to the company and its marketing strategies. Some might be recruited and featured through a brand contest. 8. What is social media? What are social networks? Describe Facebook, Twitter, virtual worlds, product review sites, mobile apps, and geospatial platforms. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Part 4: Communicate the Value Proposition This term refers to internet-based platforms that allow users to create their own content and share it with others who access these sites. Social media include blogs, forums, picture-and video-sharing sites, wikis and podcasts to name a few. Social networking sites or social networks are sites used to connect people with other similar people. Successful networking sites ask users to develop profiles of themselves so that those with similar backgrounds, interests, hobbies, religious beliefs, racial identities or political views can “meet” online. Social networks such as Facebook and LinkedIn are some of the most popular sites on the Internet with millions of users from around the globe. Once a user has created a profile, it is easy to connect with old and new friends. Facebook is the most popular of all social networking sites with over 400 million users as we write this book -- and no doubt many more as you are reading it. Users of Facebook first develop a profile that remains private unless they choose to connect with a “friend.” Twitter is a free micro-blogging service that lets users post short text messages with a maximum of 140 characters. People who subscribe to an individual’s Twitter feed are called “followers.” Users can follow anyone they like, unlike Facebook where you have to be recognized and accepted as a “friend.” Unlike other social media, Twitter is a broadcast medium, which means that marketers can send messages to hundreds of thousands of people at a time. A virtual world refers to an online, highly engaging digital environment where avatars --graphic representations of users -- live and interact with other avatars in real time. Product review sites are social media sites that enable people to post stories about their experiences with products and services. It is obvious to almost anyone who is conscious today that the future of marketing communications lies in that magic little device you practically sleep with – whether it is a smartphone or perhaps a computer/phone hybrid like Apple’s iPad. Combine web browsing capability with built-in cameras and the race is on to bring to the world to your belt or purse. Apple lit up this market when it introduced the iPhone and now everyone is scrambling to “monetize” the mobile market through sales of ringtones, on-demand video, online coupons, and “apps” that entertain or educate. Geospatial platforms integrate sophisticated GPS technology (like the navigation system you may have in your car) that enables users to alert friends of their exact whereabouts via their mobile phones. 9. List and explain the steps in promotion planning. A. Step 1: Identify the Target Audience(s) An important part of overall marketing planning is to identify the target audience(s). Remember, IMC marketers recognize that we must communicate with a variety of stakeholders who influence the target market. Of course, the intended customer is the most important target audience and the one that marketers focus on the most. B. Step 2: Establish the Communication Objectives The whole point of communicating with customers and prospective customers is to let them know in a timely and affordable way that the organization has a product to meet their needs. In most cases, it takes a series of messages that move the consumer through several stages. The marketer “pushes” the consumer through a series of steps, or a hierarchy of effects, from initial awareness of a product to brand loyalty. The task of moving the consumer up the Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 12: Old and New Media: From One-to-Many to Many-to-Many hierarchy becomes more difficult at each step. The steps are as follows: Create awareness, inform the market, create desire, encourage purchase and trial, and build loyalty C. Step 3: Determine and Allocate the Marketing Communication Budget While setting a budget for marketing communication might seem easy—you just calculate how much you need to accomplish your objectives—in reality it’s not that simple. We need to make three distinct decisions to set a budget: Determine the Total Promotion Budget, Decide on a Push or a Pull Strategy, Allocate the Budget to a Specific Promotion Mix D. Step 4: Design the Promotion Mix Designing the promotion mix is the most complicated step in marketing communication planning. It includes determining the specific communication tools that will be used, what message is to be communicated, and the communication channel(s) to be employed. The message should ideally accomplish four objectives (though a single message can rarely do all of these): It should get attention, hold interest, create desire, and produce action. These communication goals are known as the AIDA model. E. Step 5: Evaluate the Effectiveness of the Communication Program The final step to manage marketing communications is to decide whether the plan is working. It is not so easy. There are many random factors in the marketing environment. 10. Explain the hierarchy of effects and how it is used in communication objectives. The marketer “pushes” the consumer through a series of steps, or a hierarchy of effects, from initial awareness of a product to brand loyalty. The task of moving the consumer up the hierarchy becomes more difficult at each step. Many potential buyers may drop out along the way, leaving fewer of the target group inclined to go the distance and become loyal customers. Each part of this path entails different communication objectives to “push” people to the next level: A. Create awareness: The first step is to make members of the target market aware that there is a new brand of cologne on the market. B. Inform the Market: The next step is to provide prospective users with knowledge about the benefits the new product has to offer—to position it relative other colognes. C. Create Desire: The next task is to create favorable feelings toward the product and to convince at least some members of this group that they would rather splash on some Hunk instead of other colognes. D. Encourage Purchase and Trial: As the expression goes, “How do ya know ’til ya try it?” The company now needs to get some of the men who have become interested in the cologne to try it. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Part 4: Communicate the Value Proposition E. Build Loyalty: Of course, the real test is loyalty: To convince customers to stay with Hunk after they have gone through the first bottle. Promotion efforts must maintain ongoing communications with current users to reinforce the bond they feel with the product. 11. Describe the major ways in which firms develop marketing communication budgets. Top-down budgeting requires top management to establish the overall amount that the organization allocates for promotion activities. This amount is divided among advertising, public relations, and other promotion departments. Percentage-of-sales and competitive parity are two examples: Percentage-of-sales—the promotion budget is based either on last year’s sales or on estimates for this year’s sales. The percentage is often based on an industry average. Competitive-parity method—matches whatever competitors are spending. Bottom-up budgeting means identifying promotion goals and allocating enough money to accomplish them. One example is objective and task. Objective-task—the firm first defines the specific communication goals it hopes to achieve and then figures out how much and what kinds of promotion efforts it will take to meet the goal. 12. Describe push versus pull strategies. How are push and pull strategies useful in different stages of the product life cycle? A push strategy means that the company wants to move its products by convincing channel members to offer them and entice their customers to select these items. Promotion efforts will “push” the products from producers to consumer by focusing on personal selling, trade advertising, and sales promotions. A pull strategy means counting on consumers to desire its products and thus convince retailers to respond to this demand by stocking them. Efforts will focus on media advertising and consumer sales promotion to stimulate interest among end consumers who will “pull” the product onto store shelves and then into their shopping carts. Whether we use a push or a pull strategy and how the promotion mix for a product is designed must vary over time because some elements work better at different points in the product life cycle than others. In the introduction phase, the objective is to build awareness of and encourage the product among consumers, often by relying on a push strategy. In the growth stage, promotions must now start stressing product benefits. In the maturity phase, many people have already tried the product and sales stabilize. Strategy shifts to encouraging people to switch from competitors brands. Usually sales promotions, particularly coupons, and special price deals, have greater chances of success than advertising. In the decline phase, the company dramatically reduces spending on all elements of the promotion mix. ACTIVITIES: APPLY WHAT YOU’VE LEARNED Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 12: Old and New Media: From One-to-Many to Many-to-Many 1. Assume you are the director of marketing for a firm that markets one of the following products: i. Environmentally friendly household cleaning supplies ii. Hand-made wooden toys for 2 to 5-year old children iii. A line of designer book bags for students You are developing a promotional plan. Develop suggestions for each of the following items: a. Marketing communication objectives b. A method for determining the communication budget c. The use of a push strategy or a pull strategy d. Elements of the traditional promotion mix you will use e. Use of buzz-building and social media activities Then, in a role-playing situation, present your recommendations to your boss. This activity is especially good for teams. In fact, you might even want to create a “pitch” type of atmosphere in class, with some students playing the role of the client/executives and other students playing roles of the marketing team pitching the promotional plan. The client/executives team can hear the pitch, meet separately in private to discuss whether or not to accept or reject the pitch, and come back to announce their decisions and reasons for acceptance/rejection. 2. Many firms today are using a variety of buzz-building activities to encourage word-of-mouth communications about their products. Select a product that you and your classmates might purchase. You might, for example, think about (1) a specialty coffee shop, (2) a nightspot where you and your friends might hang out on the weekends, or (3) a local theme or amusement park. For your selected product, develop ideas for at least three different buzzbuilding activities. Outline the details as to exactly how these activities would be implemented. Next, rank-order the activities , which you feel is the best, second, etc. and tell why you feel that way. Develop a report for your class on your ideas. The chapter nicely lists several different buzz-building activities. These word of mouth (WOM) marketing messages are more credible and thus more valuable when unpaid consumers create their own messages. Using the various examples of buzz-building activities in the chapter, have the students brainstorm how they could develop ideas that would create the buzz. 3. As a marketing consultant, you are frequently asked by clients to develop recommendations for marketing communication strategies. The traditional elements used include advertising, sales promotion, public relations, and personal selling. Which of these do you feel would be most effective for each of the following clients? a. A company that provides cellular phone service b. A hotel c. A university d. A new soft drink e. A sports equipment company Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Part 4: Communicate the Value Proposition To begin this discussion, first choose one of the clients suggested in the question. Next, apply the evaluations of the various items found in the traditional promotion mix. Last, present findings to the class. One interesting way to make this discussion project more visible is to find an existing product or service that matches the chosen client (the existing product or service should have a real Web site). Compare what the real client does with respect to promotion versus what students have recommended for the fictional client. 4. Assume that you are a marketing consultant for one of the clients in question 3 above. You believe that the client would benefit from non-traditional marketing. Develop several ideas for buzz building and social-media tactics that you feel would be successful for the client. Students will have fun with this exercise as they create “out-of-the-traditional box” buzz and social-media examples of marketing techniques. Students should be encouraged to share their ideas with classmates and then vote on the best ideas. 5. First, schedule an appointment with your university’s marketing communications or university relations department to discuss their communications program. You will probably want to ask them about: a. The target audiences for their communication program b. The objectives of their communications program c. The different types of traditional and non-traditional communication methods they use d. Their use of social media e. How they evaluate the effectiveness of their communication program(s) Based on your discussions, develop a report that (1) provides a critique of the university’s communication program and (2) makes recommendations for improvement. Students will especially take interest in this activity, as it is such a high-involvement task for them! 6. More and more firms are engaged in multi-channel promotional programs. You can learn about many of these by searching library or Internet sources. Some sources which may be useful are: Brandchannel.com Adweek.com (Adweek magazine) NYTimes.com (The New York Times) Adage.com (Advertising Age magazine) Gather information on one or more multi-channel promotional programs. Develop a report that describes the program(s) and makes suggestions for how it/they might be improved. Students should discuss whether they believe that such multi-channel promotional programs serve the company well and increase their brand strength/equity in the marketplace. That is, are the bigger global firms relative to smaller companies using multi-channel promotional programs more? Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 12: Old and New Media: From One-to-Many to Many-to-Many MARKETING METRICS EXERCISE One of the important benefits of social media such as Facebook and Twitter is that they allow marketers to learn what consumers are saying about their brand—and about the competition. To better understand that process, you can research what consumers are saying about a brand on Twitter. 1. Select a brand or a product category to study. If you are doing a marketing plan project for your marketing course, you may use that product. If not, choose a brand or product that you use—or one that you dislike. 2. Go to Twitter.com. Search for the product. Keep a record of the results. You might want to categorize the results in some way such as the categories listed below. Of course, you may be able to develop even better categories based on your product and the specific characteristics of the product. a. Number of tweets that are positive (and negative) about the benefits of the product b. Number of tweets that are positive (and negative) about the style or looks of the product c. Number of tweets that are positive (and negative) about the quality of the product d. Number of tweets that are positive (and negative) about using the product e. Number of tweets that ask questions Students should discuss whether the data they collect speak to the brand’s equity/strength in the marketplace. For example, do bigger, global firms have more positive tweets than smaller companies for any or all of the distinct categories listed above? CHOICES: WHAT DO YOU THINK? 1. Some buzz marketing activities engage buzz “agents” to tell their friends about a product, ask store managers to stock the product, and in other ways purposefully create word of mouth. Are these activities ethical? The student’s responses will vary on whether these activities are ethical; ask them to explain their position. 2. There is increasing concern about consumer privacy on social networking sites such as Facebook. How do you feel about privacy on social networks? Is allowing personal information to be available to others without a user’s specific permission unethical? Should the network owners do more to protect users’ privacy? Should there be greater government regulation or should the sites be free to develop as they might to meet the needs of users? How much responsibility should the user accept in protecting their private information? This would seem to be a very thought-provoking and somewhat controversial set of questions as all of these issues has come up against Facebook and its founder. 3. Marketing seems to be moving at breakneck speed toward greater use of the Internet. Where do you think this is headed? Will social media become even more important in the future? Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Part 4: Communicate the Value Proposition Will some types of social media grow in popularity and usefulness to marketers while others decline? What are the major factors in the growth or decline of an individual social media site? It would be an interesting exercise for students to depict the future uses/characteristics of social media and perhaps generate ideas for the next and greatest form of social networking. 4. Many companies are using brand ambassadors or brand evangelists to spread the word about their product. For what types of products do you think brand ambassadors are likely to be most useful? When would they be less useful? Would you be willing to be a brand ambassador for a product? If so, which product(s)? If not, why not? Student opinions will vary—it might be useful to try to come to consensus about the commonalities and differences between brands and their use of such advocates. 5. Recently Twitter has joined other Internet sites in selling preferred positions on the site to generate revenue. Do you feel that such revenue generating activities make sites such Twitter less attractive? If you know that the top comments on a site have their positions because firms paid for them, are you likely to change your use of sites? Are there other ways that an Internet site such as Twitter can generate revenue? Because Twitter can be considered a “buzz-building” tactic, the element of sincerity becomes paramount. One way to think about these questions is to consider the ethical implications for companies using Twitter in potentially harmful ways: Activities designed to deceive consumers. Directing buzz marketing at children or teens. Buzz marketing activities that damage property. Stealth marketing activities that deliberately deceive or lie on behalf of clients. 6. While marketers are spending less in mass media advertising today than in previous times, TV, radio, magazine and newspaper advertising remains an important means of communicating with customers for many products. What products do you think most benefit from mass media advertising? Why is this so? Do you feel advertising will continue to decline in importance as a means for marketing communication or will it rebound in the future? Students will obviously have different opinions on this subject—one way to engage initial discussion would be to ask students the frequency with which they watch TV, notice traditional forms of promotions (e.g., advertising), use consumer sales promotions, engage in salespersons’ marketing attempts, listen to public relations statements, etc. MINI-PROJECT: LEARN BY DOING This mini-project is designed to help you understand how important word-of-mouth marketing is to consumers like yourself. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 12: Old and New Media: From One-to-Many to Many-to-Many 1. Ask several of your classmates to participate in a focus group discussion about how they communicate with others about products. Some questions you might ask are the following: a. What products that you buy do you discuss with others at least from time to time? b. What experiences have you had discussing products face-to-face with others? c. What experiences have you had discussing products or reading comments of others about products on blogs, social networks, or other Internet sites? d. What are your experiences with product-related websites? Do you participate in games and entertainment opportunities on product-related websites? e. How do you think firms could improve their Websites to provide more information for you? 2. Make a presentation of your findings to your class. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Part 4: Communicate the Value Proposition V. MARKETING IN ACTION CASE: AMERICAN EXPRESS Summary of Case By using famous and recognizable people in their ads, American Express is trying to capture the attention of current and potential consumers. Each of the AMEX ads includes brief biographical information on the celebrity such as where they live, profession, greatest triumphs or greatest disappointments, and basic philosophy on life. The final point of each ad is how the American Express card helps enable the individual to pursue what is important to him or her. Each ad ends with the slogan “My Life, My Card.” In Mexico, AMEX uses sales promotion to offer one free airline ticket for each ticket purchased with the American Express card. In Europe, they have set up “AMEX Travelcast” hubs in tourist areas such as train stations. AMEX uses personal selling to attract restaurant owners to its Restaurant Partnership Program, which provides savings and benefits to owners that accept the American Express card. Unfortunately for American Express, their “My Life, My Card” advertising campaign is not without competition. Visa has been running ads for some time now with the slogan of “Life takes Visa,” which is a clever variation on the same theme communicated by the American Express ads. American Express’s other main competitor, MasterCard, uses its “Priceless” line of commercials that are aimed at encouraging customers to use the card to create priceless moments. In the end, however, the “My Life, My Card” campaign, while well liked, really was not working. Measures of customer loyalty showed that American Express was first in its product category in 1997, but by 2007, the American Express card was fifth, trailing Discover, Capital One, Visa, and MasterCard.So in 2007, American Express replaced its “My Life, My Card” ads with a campaign that that presented a product-oriented approach rather than the general image-oriented approach. New ads asked consumers the question, “Are you a cardmember?” Suggestions for Presentation This case could be assigned for various out-of-class or in-class discussion activities. Out of class Compare and contrast the American Express advertising campaign against the campaigns of both Visa and Master Card. What are the benefits offered by American Express that make them stand out against competitors Visa and Master Card? Evaluate the annual fees charged by American Express, Visa and Master Card, and determine if this will influence your decision to use one over another. In class Discuss the new American Express campaign and determine how long you believe people will stay connected to the “Are you a cardmember?” message. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 12: Old and New Media: From One-to-Many to Many-to-Many Discuss the impression that students have on the use of celebrities in advertising campaigns. Explain how word of mouth marketing, buzz marketing, viral marketing, and guerrilla marketing could provide effective marketing communication for American Express. Suggested Answers for Discussion Questions 1. What is the decision facing American Express? Students may come up with a number of different decisions that American Express might make such as: American Express must decide whether its current advertising campaign will achieve its long-term communication goals or are other creative ways to use marketing communication needed. Should American Express move quickly to develop still another new campaign or stick with the current one? 2. What factors are important in understanding this decision situation? The following factors are important in understand this decision situation: The American Express campaign, “American Express card, don’t leave home without it,” had a long run of popularity and is still a well-known advertising saying. More recently, American Express has used celebrities in their advertising aimed at current and potential consumer in their “My Life, My Card” campaign. American Express has also used other forms of communication including a sales promotion Web communications. Visa’s “Life takes Visa” and MasterCard’s “Priceless” campaigns are similar to the “My Life, My Card” campaign, diminish the impact of the American Express ads, and may even confuse consumers. 3. What are the alternatives? Students might recommend a variety of different alternatives. Some possibilities are: American Express can continue its advertising-only communication program. American Express can reduce the dependence on advertising and develop a strong sales promotion program. American Express can develop an innovative buzz marketing program to enhance its advertising campaign. Because of the similarity of the current American Express campaign with the advertising being done by Visa and MasterCard, American Express can go back to its previous “don’t leave home without it” campaign. American Express can ask its ad agency to develop a very new campaign. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Part 4: Communicate the Value Proposition 4. What decision(s) do you recommend? Students may focus on several of the alternatives developed. They should be encouraged to discuss which alternative actions are more critical. 5. What are some ways to implement your recommendations? Students may make a variety of suggestions for implementation depending on their recommendations. These may include specific promotion activities, specific pricing, research activities and many others. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 12: Old and New Media: From One-to-Many to Many-to-Many WEB RESOURCES The Buzz Index Weekly: http://buzz.yahoo.com Business Week: http://www.businessweek.com The New York Times: http://www.nytimes.com Advertising Age: http://adage.com Newsweek: http://www.newsweek.com American Stock Exchange: http://www.amex.com A Burger King website for buzz marketing: http://www.subservientchicken.com Wells Fargo’s Stagecoach Island website: http://blog.wellsfargo.com/StagecoachIsland YouTube website: http://www.youtube.com Campfire’s website (Real People, Real Choices): http://campfirenyc.com/#hello Facebook’s website: www.facebook.com LinkedIn’s website: www.linkedin.com Twitter’s website: www.twitter.com Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall