ADV 318J Study Guide - Midterm Guide: Viral Marketing, A.D. Vision, Product Demonstration
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Adv exam 1 study guide textbook concepts. Differences between green, viral, and advocacy marketing. (pg. 645, 649, 652: green marketing: corporate efforts that embrace a cause or a program in support of the environment. Corporate advocacy: ex: recycling, energy saving, proper waste removal, tip for company trying to go green: under promise and over deliver, viral marketing: peer to peer program; consumer marketing to consumers via web (blog, youtube, twitter). o. Influencer marketing is a systemic seeding of conversations involving a consumer, an influencer and a brand. o. Influencers include individuals or groups who have the credibility and capability to drive positive word of mouth in a broader and salient segment of population. Ex: doctors, lawyers, accountants, teachers, other professionals: tips for influencer market, time is money, communicating with professional should be intellectual and provide benefits of product, programs directed at professionals requires long-term commitment. Public relations strategies reactive, proactive differences (pg.
