BUZZ MARKETING
Article #1: What’s the Buzz about Buzz Marketing? – Buzzing: What is it?
“People are buzzing about buzzing,” says Barbara Kahn, a marketing professor. Buzz Marketing is simply the practice of gathering individuals to try a product and let them do the talking, in other words, the word-of-mouth used to tell experience. The idea is, when people see other people are using a certain product, the probability of that person going to buy is higher. Words-of-mouth is recently developed by companies. However, “Buzzing isn’t really new. The hype about these different kinds of buzz agents is what’s new,” says Kahn. Buzz marketing takes a few forms known as ‘influencers’ or ‘early adopters’ and ‘mavens’, these are those who sets the global cultural trends example, teenagers although there are some buss marketers that rely on trendsetters and ‘connectors’-a person that have a large network different circles, namely Oprah. Kahn says, “Oprah is the king of all connectors. Basically, these are people who have bigger rolodexes than the rest of us. They have lots of contacts in different circles, so word will spread. Fast.”
Article #2: Buzz Marketing: How to create and manage it?
Red Bull, founded 20 years ago by Dietrich Mateschitz, proved a big marketing success worldwide with more than 70% of the energy drink market. Many entrepreneurs and companies tried to fabricate the success of Red Bull. The principle of Buzz Marketing is not to use one specific media. It targets all communication channels, - social networks, internet, and social events; in order to let the ‘buzz’ reached the target market n therefore interest in the market place for consumers to talk about the product and try it. Buzz Marketing is a great tool of a company wants to makes more noise in the market. The originality of a product (functions, color, design, packaging, distribution, price, communications, etc.), is the key success factor in order to benefit from the positive word-of-mouth. However, an original product without any added value can get a negative word-of-mouth. Therefore, originality has to come with other value in order to make buzz marketing a success. Consequently, a good buzz marketing campaign can only have a chance of succeeding if it combines both originality and attractiveness from the consumer’s perspective. LIFESTYLE MARKETING
Article #3: Lifestyles and Decision Making
Markets has been divided into different segmentations by the marketers based on different categories. This is because by dividing them into those groups or segmentations, it is possible to study them while it is difficult to study the mass market's attributes. One of the important categories market has been divided based on is lifestyle. Lifestyle is basically the way of living. It emerges from different social influences. It is also derived from the individual's personal value system and personality. So, focusing on this segmentation category, it is important for marketer to study the way the consumers live and how they spend their money as well as how they make their purchasing decisions. For example, blue jeans may serve as inexpensive, functional clothing to bluecollar workers,but as fashionable, self-expressive apparel to upper-class members. Moreover, lifestyles are results of many influences such as culture, social class, reference group and family. People's opinions, interests and activities tell how consumers spend their time and many other things. When marketers understand this, these variables can help reduce risk in the decision-making process.
Perceived risk which is the anxieties felt because the buyer cannot predict the result of the purchase is and to reduce the perceived risk there are some strategies such as pre purchase information search and shifting to less impact of realization of objectives.
Article #4: The New Lifestyle Marketing
By stop focusing on innovative technology and features and start focusing on lifestyle and design and the popularized categories of brands helped people to understand how products or services could fit into their lives. This insight helped to bring the idea of “Lifestyle Marketing” to the fore in the late 80s and early 90s. At the beginning of lifestyle marketing, they advertised brands, the ideas was that these brands are suitable for what kind of lifestyles and what kind of lifestyle you could attain by buying those brands. However, after that, lifestyle marketing has changed to change the changing the brands in order to suite the lifestyles of the target market (brand changing its products and services to fit your life) not the other way round as it was before (asked you to change your lifestyle to accommodate the brand) . The clear example of new lifestyle marketing is technology area and the example of Happy Baby makes frozen organic baby meals, which are suitable for busy lifestyle people as well as organic lifestyle, so they can have two-target segmentation by trying to change the products to fit that group. This is simply the idea of new lifestyle marketing

GUERRILLA MARKETING
Article #5: Where and When to Begin Guerrilla Marketing
According to Jay Conrad Levinson in “Where and When to Begin Guerrilla Marketing” many business owners realize the simplicity of marketing, but just don’t know where they should begin. The author says that every part of a success is dependent upon one individual. We are that individual. We are in charge and we are the one who say when to begin. We also have the insight to make the right decisions. To succeed, we are going to need that insight, along with courage and conscientiousness. If we are frightened of making mistakes, we are sunk. We should accept that we would make mistakes because each one of it has a lesson to be learned. According to his article, this concept is actually presented by Michael Eisner, Chairman and CEO of Disney, and the man who propelled it to undreamt of success, says, "At a certain level, what we do at Disney is very simple. We set our goals, aim for perfection, inevitably fall short, try to learn from our mistakes, and hope that our successes will continue to outnumber our failures." There’s nothing Mickey Mouse about that kind of philosophy because it embraces mistakes as part of the process. Thus, there is no need to hit a home run the first time we are at bat. A single will do then another single, then another, one following each other but all will bring us closer to our goal.
Article #6: The Guerrilla Entrepreneur
According to Jay Conrad Levinson in “The Guerrilla Entrepreneur”, a guerrilla entrepreneur should know that the journey is the goal where he should realize that he is in control of his enterprise, not the other way around, and that if he is dissatisfied with his journey, he is missing the point of the journey itself. The guerrilla entrepreneur has to look forward to work, good at his work, energizing his passion for it in a quest to learn more about it and improve his understanding of it, thereby increasing his skills. Besides, the guerrilla entrepreneur always operates according to a plan. He should know who he is, where he is going, and how he will get there. He is prepared, knows that anything can and will happen, and can deal with the barriers to entrepreneurial success because his plan has foreseen them and shown exactly how to surmount them. The guerrilla reevaluates his plan regularly and does not hesitate to make changes in it, though commitment to the plan is part of his very being. Unlike old-fashioned enterprises, which often required gigantic sacrifices for the sake of the goal, guerrilla enterprises place the goal of a pleasant journey ahead of the mere notion of sacrifices.
Article #7: Guerrilla Marketing Yourself
According to Jay Conrad Levinson in “Guerrilla Marketing Yourself” all too often, people unconsciously position themselves in very unattractive ways. These are good people, talented people, but people who are sabotaging their lives by focusing on an element of their personality that others dislike. Abraham Lincoln has a position in our brains. Honest guy with beard who freed the slaves. Compare this with Grover Cleveland, Millard Fillmore, U.S. Grant and even Lyndon Johnson. These Presidents all worked hard, but because they have no position, they're anonymous. Thus, the author suggests that we must choose a position or have it chosen for ourselves. We should select our own position that we must consistently use it and they have to stick with it. The position that we choose for ourselves will determine whom we become friends with, where we work and how high we get promoted. Of course, our position can evolve. It can grow and change with us as well. The message of the author behind positioning ourselves is not to invent something brand new out of whole cloth. In fact, it is exactly the opposite. We position ourselves well when we capture part of our essence in a few simple symbols and phrases. Thus, we must choose a position we can live with, a position we can be proud of, a position we can deliver on. PRODUCT PLACEMENTS AND BRANDED ENTERTAINMENT
Article #8: The effectiveness of Product Placement
Product placement is the purposeful incorporation of commercial content into non-commercial settings, that is, a product plug generated via the fusion of advertising and entertainment. (Ginosar and Levi-Faur, 2010). The purpose of product placement can be in terms of to achieve prominent audience exposure, visibility, attention, and interest, to increase brand awareness. Not only can that, by product placement increase consumer memory and recall of the brand or product, to create instant recognition of the product or brand in the media vehicle and at the point of purchase. Moreover, the change of purchase behavior will bring by the audiences by the product placement and also to create favorable practitioners’ view on brand placement.
Article #9: Branded Entertainment quantifying the value of brand integration with standardized measurement methods
Branded entertainment is the integration of entertainment and advertising by embedding brands into the storyline of a movie, television show, or other entertainment medium. The objectives of branded entertainment are to demonstrate the monetary value of Product Placements, verify the amount and quality of the product integrations optimize the integration of products and increase the value and also convince advertisers of the added value of Product Placement.
Article #10: How marketers use Product Placement
The companies get involved with product placement because it works. An effective way to cut through the clutter of fractured media, product placement also taps into the astonishing power of celebrity. Advertisers reach the audience with a powerful subliminal message of endorsement that creates a strong emotional feeling. For instance, Coke (Coca-Cola) always generates the highest number of product placement recalls as measured by Nielsen, and Dell computers have featured prominently on shows such as CSI and Desperate Housewives. The bottom line is that product placement drives awareness and traffic. It creates emotional connections with consumers and sells product. This is the reason for the phenomenal increase in the use of product placement as a core marketing strategy. CONCLUSION
Numerous alternative media venues are available nowadays and it has many success stories. The four forms of alternative marketing that has been discussed in this article summary are issues on buzz marketing, guerrilla marketing, lifestyle marketing and product placement& branded entertainment. Buzz marketing generally emphasis on consumers passing along information about a brand. The consumers can be those who like a brand, sponsored consumers or even the company insiders. On the other hand, guerrilla marketing is a program designed to obtain instant results with limited resources through creativity, high-quality relationships and a willingness to try unusual approaches. Next, lifestyle marketing involves the use of marketing methods associated with the hobbies and entertainment venues of the target audience. Finally, product placements is referring to planned insertion of a brand or product into a movie, television program, or some other media program while branded entertainment is referring to the integration of entertainment and advertising by embedding brands into the story line of a movie for instance. Hence, as advertising clutter problems increase nowadays, the use of these media is likely to be efficient.