When it comes to advertising and marketing there are many different approaches and theories on how the get the message across the table quickly and effectively. One very known and fairly easy theory to advertising is buss marketing. Buzz marketing can be defined as an event or activity that generates attention, excitement and, information to the consumer. It is usually something our of the ordinary that catches the consumers eye, but is not quite as crazy and out there as guerilla marketing. A good analogy to explain buzz marketing that I found was, “Buzz marketing typically contains a shot of adrenaline with a chaser of product information”. If buzz marketing is done effectively people will typically talk or write about it and the information can spread quickly, especially with the help of the Internet in our society. With Buzz marketing the whole point is to catch the eye of the consumer by doing something out of the ordinary such as using crazy colors and eye catching graphics that may not have anything to do with the product.
Another fascinating form of advertising is viral marketing. Viral marketing can be defined as an attempt to deliver a message the spreads quickly and exponentially to consumers. Its point is to make consumers want to tell other people about the advertisement and then it spreads by word of mouth, articles, and over the Internet. Viral marketing depends on a high pass along rate. It depends mainly on people “spreading the word”. So then over time it starts to spread quickly from person to person, hence the name “viral marketing”. Although viral marketing sounds easy, just make something interesting enough to talk about right? In reality, it is not that easy to make something so interesting that people want to talk about it among their families, friends, and coworkers. So what makes viral marketing? It is made up of catchy songs, interesting punch lines, and unusual ways of passing off a message. If have something unusual isn’t easy for the company to get across in their message another way to produce a successful viral message is relating to the consumer. By having a realistic feel that people can relate to they will talk about it. Something realistic can be as easy as a commercial for a cleaning product in the kitchen to clean the stove; everyone eventually has a dirt stovetop in his or her kitchen at some point.
Weather a company uses buzz marketing or viral marketing to get their message across they all have the same goal, to get consumers interested and talking about their product. This is called word-of-mouth. Word-of-mouth is a result that happens when someone see’s something and then relays the message across to the people they are close to. It is said to be “The most powerful medium on the planet”. It’s crazy to think that something so simple as people talking can make or break the product. One person talking badly about an advertisement to one of their friends can spread by word-of-mouth from one person to the next extremely quickly and then the advertisement then has a bad reputation. It is the easiest way for companies to get to consumers, because it’s a persons natural way or relaying information.
The last theory that I think worth mentioning is called the communication theory. The theory of communication is simply sending out messages to consumers with information that is easy to read and easy to understand. The goal of communication is to generate customer responses. There are multiple customer responses depending on the degree of information presented. The first customer response is creating brand awareness. Brand awareness is making a consumer aware of a brand, their products, the benefits of the products, and what the product is used for. When making a consumer aware of a product we must be careful in the way we present our information to them. When presenting information in a television advertisement for example marketers must remember that not everyone is educated in the same way so they need to relay the information in an effective yet easy way. After creating brand awareness the next response they are looking for is for the consumer to purchase the product. Once the customer purchases the product the company wants to for a long-term relationship with the consumer by providing good customer service and product quality.
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