Comstrat 380 1st Edition Lecture 21 Outline of Last Lecture I. Internet MarketingII. What are the functions of internet marcomIII. Social media toolsIV. Types of online marketing communicationV. E-mail marketingVI. Viral marketingVII. Why is the internet advertising growing so fast?VIII. E-media developments and applicationsIX. Issues in Internet AdvertisingOutline of Current Lecture I. How is the media environment changingII. Channels to contact pointsIII. New consumer media uses patternsIV. New and alternative forms of contentCurrent LectureI. How is the Media Environment changinga. IMC and the Mediai. IMC works to create, sustain, and strengthen brand relationships over timeii. Relationship marketing shifts the focus from a one-time purchase to long-term involvement from all critical stakeholdersiii. All stakeholders are seen as communicators who can send either positive or negative messages about the brand. So keep in contact and keep informed II. Channels to Contact PointsThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.a. IMC Principlei. “All contact points deliver brand messages.”ii. In other words:1. “Everything that delivers a message to a stakeholder about a brand is a contact point.”b. Contact points are the various ways a consumer comes in contact with a brand. (All contact points deliver messages)i. These can be traditional1. Newspaper and magazines2. Outdoor boards and posters3. Radio and televisionii. But also1. The internet2. Packages and labels3. Company trucks and carsc. A touch pointi. A touch point is a brand experience that delivers a message that touches emotions leading to positive and negative judgmentsd. A critical touch point (CTP)i. A critical touch point is one that connects the brand and customer on an emotional level and leads to a yes or no decision about a brand relationshipe. Experimental Marketingi. Experiential marketing utilizes events, store design, and other means to engage customers in a personal and involving wayf. Packagingi. Is both a container and a communication vehicleii. Is the last ad a customer sees before making a decision on which brand tobuyiii. Is a constant brand reminder in the home or officeiv. Presents brand image and communicates critical benefits such as recipesg. Word of mouthi. People are talking about a brandii. The goal of buzz – builder strategies is getting the right people to say the right things about the brandh. Viral communicationi. Viral marketing strategies create a groundswell of demand for a brandii. Consumers create buzz through:1. Emails2. Blogs3. Facebook4. YouTube5. Twittera. Can be good/badi. Customer servicei. Represents a company’s attitude and behavior during interactions with customersii. Sends some of the most impactful brand messages that customers receiveIII. New consumer media uses patternsa. Consumers use of media is changing as fast as the technologyb. Significant trends:i. Media consumers are active, in control, and entertainedii. Lives are media focused1. Multi-tasking is a normiii. Personal life has become publiciv. Global has become localc. Rather than controlling media choices, consumers are designing their own medialandscapesd. This is known as consumer-generated contente. Two major changes in media use patterns:i. Media-driven livesii. Media multitasking IV. New and alternative forms of contenta. This is the most creative time in the history of commercial media; older media are converging with new mediai. Guerilla Marketing1. Uses the power of involvement to create memorable brand experiences2. Creates unexpected personal encounters with a brandii. Product placement1. A company pays for verbal or visual brand exposure in a movie or TV program2. It is less intrusive than conventional advertising3. The product is the star4. Celebrities demonstrate product in natural setting5. Unexpected; occurs when viewer resistance is