Week Four Lecture Alternative Marketing Marketing venues used to be so traditional: we had three network channels, outdoor billboards, newspapers, magazines, and a few radio stations located in each market. Not true for today! Today's marketer has to select from the traditional venues along with dozens of cable channels, satellite radio, and the Internet. The Internet alone adds selections such as smartphones, tablets, and social media. What is a marketer to do? How does a marketer begin to select a venue that has the highest probability of reaching the organization's potential customers on a limited budget? Today's marketers have embraced a new method of communication; along with the traditional venues, marketers now also use alternative marketing tactics such as "buzz marketing, guerrilla marketing, product placements and branded entertainment, and lifestyle marketing" (Clow & Baack, 2012, p. 258).  Sometimes this is called "tradigital marketing" because the marketing strategy is a combination of traditional and digital venues. How does a marketer select a venue? Marketers will use the venue believed offers the highest probability of reaching their targeted market segments. Our text does a very good job of describing buzz marketing, guerrilla marketing, product placements and branded entertainment, and lifestyle marketing. Buzz marketing is just like word-of-mouth marketing, except it has a far greater reach because of the Internet. Get people talking about your product. Get people telling their friends about your product. Finally, get the people to blog via social media about your product. Do you see how such word-of-mouth marketing travels around the globe? And . . . how much does this cost the organization? Nothing.    Word-of-mouth marketing continues to be the most influential marketing tool. Erik Qualman (2013) stated we have moved from word-of-mouth to literally "world-of-mouth" marketing all because of the Internet's reach (p. 1). While guerrilla marketing and the other alternative marketing venues have an excellent chance of reaching the desired targeted market segment, nothing competes with the effectiveness of the "world-of-mouth." Below is a discussion of consumer promotions, sales promotion strategies, and trade promotions. Consumer Promotions Consumer promotions are all around us in the form of "coupons, percent-off discounts, free trials and samples, buy one get one free deals, rebates, premiums, ad specialties, and contests and sweepstakes" (Kokemuller, para. 1). Although they are used to increase the sale of a product, their effectiveness in attracting new, long-term customers is usually the end goal. See this example of a consumer promotion done right with the target market in mind: http://youtu.be/j_DSa15hmKc Consumer promotions are the incentives directed to the end user (you). The end user could also be a business who consumes the product and does not resell the product. Organizations invest a significant amount of res.

1. Week Four Lecture
Alternative Marketing
Marketing venues used to be so traditional: we had three
network channels, outdoor billboards, newspapers, magazines,
and a few radio stations located in each market. Not true for
today! Today's marketer has to select from the traditional
venues along with dozens of cable channels, satellite radio, and
the Internet. The Internet alone adds selections such as
smartphones, tablets, and social media. What is a marketer to
do? How does a marketer begin to select a venue that has the
highest probability of reaching the organization's potential
customers on a limited budget?
Today's marketers have embraced a new method of
communication; along with the traditional venues, marketers
now also use alternative marketing tactics such as "buzz
marketing, guerrilla marketing, product placements and branded
entertainment, and lifestyle marketing" (Clow & Baack, 2012,
p. 258). Sometimes this is called "tradigital marketing" because
the marketing strategy is a combination of traditional and
digital venues. How does a marketer select a venue? Marketers
will use the venue believed offers the highest probability of
reaching their targeted market segments.
Our text does a very good job of describing buzz marketing,
guerrilla marketing, product placements and branded
entertainment, and lifestyle marketing. Buzz marketing is just
like word-of-mouth marketing, except it has a far greater reach
because of the Internet. Get people talking about your product.
Get people telling their friends about your product. Finally, get
the people to blog via social media about your product. Do you
see how such word-of-mouth marketing travels around the
globe? And . . . how much does this cost the organization?
Nothing. Word-of-mouth marketing continues to be the most
influential marketing tool. Erik Qualman (2013) stated we have
moved from word-of-mouth to literally "world-of-mouth"

2. marketing all because of the Internet's reach (p. 1). While
guerrilla marketing and the other alternative marketing venues
have an excellent chance of reaching the desired targeted
market segment, nothing competes with the effectiveness of the
"world-of-mouth." Below is a discussion of consumer
promotions, sales promotion strategies, and trade promotions.
Consumer Promotions
Consumer promotions are all around us in the form of "coupons,
percent-off discounts, free trials and samples, buy one get one
free deals, rebates, premiums, ad specialties, and contests and
sweepstakes" (Kokemuller, para. 1). Although they are used to
increase the sale of a product, their effectiveness in attracting
new, long-term customers is usually the end goal. See this
example of a consumer promotion done right with the target
market in mind:
http://youtu.be/j_DSa15hmKc
Consumer promotions are the incentives directed to the end user
(you). The end user could also be a business who consumes the
product and does not resell the product. Organizations invest a
significant amount of resources into sales promotion strategies
that are designed to attract and engage the consumer to buy.
Sales Promotion Strategies
Sales promotions are activities that encourage buying on a
short-term basis (Ogden & Ogden, 2014). Given this activity is
implemented in hopes of increasing sales, what could possibly
go wrong? Who does not enjoy increased sales? Table 6.1
(Ogden & Ogden, 2014) in our text lists the advantages and the
disadvantages of sales promotions. Immediate sales are terrific
and easy to measure, but those immediate sales are short term.
The sales promotion may encourage the consumer to buy, but
the company may be teaching their customers to wait for sales
before buying. Finally, those sales promotions may dilute the
brand equity of a product line and negatively impact its image.
The Coach brand has been positioned as a luxury retailer for
high-end purses and accessories. Coach products historically
were purchased at high-end retailers; however, the company

3. changed its strategy and began selling their products at factory
outlets where consumers were given substantial additional
discounts from the 50% pricing already in place (Trefis Team,
2014). While Coach was able to bring in customers who do not
typically purchase high-end luxury items, the organization’s
overall project margin decreased as a result of the sales
promotional strategy. Coach’s core audience has migrated to
other high-end competitors such as Michael Kors and Kate
Spade. Coach now plans to close 70 stores in North America
(Trefis Team).
Trade Promotions
Unlike consumer promotions, trade promotions are used by the
manufacturer or other members of the distribution channel to
encourage the sale of an item that will eventually be resold
(Clow & Baack, 2012). Trade promotions are business-to-
business. A terrific venue for trade promotions would be a trade
show. Trade shows are international, national, and local. One
trade show is the Oklahoma Restaurant Association. Another
local trade show is for the oil and gas industry held in
Oklahoma City. Many vendors will set up a booth in hopes of
meeting the decision makers of the restaurants. Sometimes this
is the only way to get in front of senior managers or owners.
The people who attend the trade show are somewhat relaxed
because they are away from their business and the day-to-day
operations issues. Vendors who sell food will hand out samples,
and other vendors will hand out trinkets – it can be a very
festive, happy environment. Vendors will offer a discount on
the purchase of equipment or waive an installation charge.
Trade shows are a very effective way to meet decision makers
and potential customers!
Forbes School of Business Faculty
References:
Clow, K. E., & Baack, D. (2012). Integrated advertising,

4. promotion, and marketing communications (5th ed.). Upper
Saddle River, NJ: Pearson Education, Inc.
Forbes (Mar. 23, 2011). Groupon's second chance [Video file].
Retrieved from http://youtu.be/j_DSa15hmKc
Kokemuller, N. (n.d.). Consumer and trade promotions as
marketing strategies. AZ Central. Retrieved from
http://yourbusiness.azcentral.com/consumer-trade-promotions-
marketing-strategies-2869.htmlOgden, J. R., & Ogden, D. T.
(2014). Utilizing a strategic marketing approach to managing
marketing communications. San Diego, CA: Bridgepoint
Education, Inc.
Qualman, E. (2013). Socialnomics. Hoboken, NJ: John Wiley &
Sons.
Trevis Team. (2014, July 1). Can Coach rebuild its brand image
with new promotional strategies? Forbes. Retrieved from
http://www.forbes.com/sites/greatspeculations/2014/07/01/can-
coach-rebuild-its-brand-image-with-new-promotional-strategies/
Name:
Course:
Date:
Instructor:
Expository Essay: Pre-Writing Worksheet
Before you begin any writing assignment, it is often necessary
to complete several “pre-writing” activities. This worksheet
will assist you with several of the pre-writing activities
necessary for completing your expository essay including
selecting a topic, brain storming, developing a thesis statement,
and identifying the audience for your essay. Follow the
instructions to complete these pre-writing activities. Make sure
you complete all 7 sections of this worksheet.

5. 1. Choose a Topic
Here is a list of possible essay topics to use for your expository
essay.
Please choose only one topic. You will indicate the topic you
have chosen within the table below.
· If you have a topic that you are passionate about please
contact your instructor for their approval on the topic.
Remember that your topic must be a topic where you can
provide facts, not opinions.
· Video games AND violence
· Internet AND workplace
· Exercise AND obesity
· Academic achievement AND library
2. Read the Module 1 lecture and review “The Writing Process”
media piece.
Be sure to read your Module 1 lecture and review the “The
Writing Process” media piece for instructions on how to
develop a thesis statement and how to identify your audience.
You will need to know how to do this in order to complete the
table below and successfully begin your writing process.
“The Writing Process”
· “Menu”
· “Who is the audience?”
· “How should I brainstorm?” (Because you are required to
choose your topic from the list above, not all brainstorming
examples will be pertinent to this assignment. When reviewing
the “Brainstorming Examples”, “Break down Topic” may be a
good one to start with. However, be sure to review them all to
determine which works best for you.)
· “How do I develop a thesis?”
· “How do I organize my brainstorm into an outline?” (You will
complete this in Module 3)
3. Expository Essay – True or False
After reading through the Module 1 Lecture, answer the
following questions with a True or False answer.

6. 1. An Expository Essay is your opinion.
2. This Expository Essay will also be a five-paragraph essay.
3. You do not have to use research to support your topic in your
essay.
4. Your Expository Essay must have a thesis statement.
5. Your thesis statement will be the last sentence in your
introduction paragraph.
6. For this Expository Essay, your thesis statement can have
more than three sub-topic areas.
4. Brainstorming
Based on the information you learned in the media piece “How
should I brainstorm,” complete the following section about
brainstorming. Choose 2 of the 6 brainstorming methods you
prefer and complete the methods by fill out the following tables
with information about with the topic you have chosen from
above.
What is your 1st Brainstorm Method?
(Make sure you actually complete the method about your topic
in this box)
What is your 2nd Brainstorm Method?
(Make sure you actually complete the method about your topic
in this box)

7. 5. Creating your Thesis Statement:
Below is an example table of a topic and three subtopic points
resulting from brainstorming. From this example you can see
how to formulate your thesis statement based on ideas you have
brainstormed about a topic. In addition, below the table is an
outlined version of how to put a thesis statement together, based
on subtopic points.
Example:
Example:
Subtopic Point 1 = dedication
Subtopic Point 2 = accountability
Subtopic Point 3 = effective time management
Example Thesis Statement:
Students can attain success in the online classroom through
dedication, accountability, and effective time management.
Your Turn: Fill out the table below with the three most
important sub-topics you found from brainstorming about your
topic.

8. Now, outline your sub-topic points and write them below.
Subtopic Point1 =
Subtopic Point 2 =
Subtopic Point 3 =
Your Thesis Statement:
Now create this into a statement. Remember your thesis
statement needs to be a one sentence statement!
Example:
6. Expanding on your Subtopic Points: Below is an example of
how to expand on your thesis statement subtopic points to
develop your supporting paragraphs of your essay.
Your Turn: Fill out the below table based on your thesis
statement about your topic and supporting points. Under each
supporting paragraph point write additional information to
expand on each point to help develop your talking points within
your 3 supporting paragraphs for your Expository Essay.
7. Identify Your Audience: Submit this completed worksheet to
the Expository Essay: Pre-Writing Worksheet drop box by the

9. end of Day 7 of Module 1.
1. Who is your audience? Think about who will be affected by
your topic choice.
2. What would be important to your audience?
3. What is the appropriate voice and tone to address this
audience (professional, familial, friendly)? Explain your choice.
Topic
*Online learning and being a successful student
1st Subtopic Point
*Dedication
2nd Subtopic Point
*Accountability
3rd Subtopic Point
*Time Management

10. What is your topic?
*
1st
Subtopic Point?
*
2nd
Subtopic Point?
*
3rd
Subtopic Point?
*
Thesis Statement

11. * Students can attain success in the online classroom through
dedication, accountability, and effective time management.
1st Supporting paragraph, point 1
*Dedication
2nd Supporting paragraph, point 2
*Accountability
Supporting point 2
* Setting personal and realistic expectations
3rd Supporting paragraph, point 3
*Time Management
Supporting point 2
* Setting realistic goals/making sacrifices
Supporting point 1
* Inner drive
Supporting point 1
* Student holding themselves accountable
Supporting point 1
*Maintainging a schedule

12. Supporting point 2
*Motivation needs to be key trait
Supporting point 3
* Decision to commit to an education
Supporting point 3
* Effective communication skils
Supporting point 3
* Creating a more structured/balanced life

13. What is your thesis statement?
*
1st Supporting paragraph, point1?
*
Supporting point 2?
*
2nd Supporting paragraph, point 2?
*
Supporting point 2?
*
3rd Supporting paragraph, point 3?
*

14. Supporting point 2?
*
Supporting point 1?
*
Supporting point 1?
*
Supporting point 1?
*
Supporting point 3?
*
Supporting point 3?
*
Supporting point 3?
*

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