4th Blog

Define the following terms in marketing: viral, guerrilla, ambient.

Viral Marketing

My impression of viral marketing is fast paced and quickly growing. Mass emails, text messages, and advertisements on most websites are helping this type of marketing grow. After doing some background research on viral marketing, I found out that the term can also refer to word of mouth, video clips, ebooks, images, software, and many other forms of social networking displays. The goal of this type of marketing is to spread the message from person to person as quickly as possible.

example of Viral Marketing:

The "A Diamond is Forever" advertisement done in Grand Central Station using 25,000 roses is a great example of viral marketing. The display was seen by thousands and thousands of people who got the clear message that roses and other types of gifts do not last forever, but a diamond does. It received so much free press and media starting when the roses were still fresh and beautiful until only the lettering framework was left standing. It was an amazing way to spread a message very rapidly.

Guerrilla Marketing

My ideas of guerrilla marketing include spontaneous, unexpected, and unconventional forms of marketing. Guerrilla marketing usually occurs in unexpected places which can cause ads to be very memorable and create a stir in the consumer world. These type of events usually focus more on time and energy rather than big budgets.

example of Guerrilla Marketing:

This advertisement for Hopi Hari, an amusement park in Brazil, shows two people riding on a roller coaster. Their hands are up, they're laughing and smiling, and the best part is that they look like they're falling since the ad is on an escalator! It's a really creative way to draw people's excitement and the thrill of going to an amusement park. This example of guerrilla marketing is in an unexpected place where typically no one advertises and is very memorable as people get on the escalator to get to the next level. The message is seen by whoever rides down the escalator and I'm sure it's quite the site to see.

Ambient Marketing

To me, ambient marketing is alternative and non-traditional. It offers precise audience targeting and can be very versatile. Ambient marketing has the ability to maintain brand awareness and can produce mass attention in localized areas. Ambient marketing works because of a decline in power of traditional media and because of the greater demand for point-of-sale communications.

example of Ambient Marketing:

This is an advertisement to stop global warming. The mural depicts a city under water and the catch phrase is "Don't let this be our future." The idea of putting this in a pool is very creative, and I love this advertisement. It's a great way to promote a very serious issue that's in the world. It's kind of a reality check for those who do not necessarily take the effects of global warming seriously.