Class Assignment

Ratyh Lendo

1. WOM : Word-of-mouth marketing (WOMM, WOM marketing), also called word of

mouth advertising, differs from naturally occurring word of mouth, in that it is actively
influenced or encouraged by organizations (e.g. 'seeding' a message in a networks
rewarding regular consumers to engage in WOM, employing WOM 'agents')

2. Advantages and Disadvantages of WOM : Word of mouth marketing can be very

effective in the communication of the advertising campaign as it can offer a solution to
"penetrating consumers guards" to get them talking about a particular product.

Many marketers find this type of marketing strategy advantageous to the entire
advertising campaign of a certain product. One positive aspect of this marketing strategy
is that sources of this word-of-mouth advertising are mostly personal. This means that
they are not subject to persuasion from the organisation for personal gains or subject to
being bias. This has a positive effect on the advertising campaign as it shows what
consumers honestly think about a product and the motivation to try the particular product
or services increases, due to the consumer being recommended by a trusted reliable
source.

One more criticism about this marketing strategy is that people tend to be off put and feel
deceived when they find out that a person who influenced their attitude about a product
has been working towards or benefiting from doing that.This ultimately has the potential
to make consumers change their attitude, which can have a negative impact on the firm's
product reputation. This may be the case as consumers feel that it wasn't in the source's
interest to tell what their full perceptions were of the brand

3. Organic word of mouth Organic WOM occurs naturally when people become advocates
because they are happy with a product and have a natural desire to share their support and
enthusiasm.
Amplified word of mouth Amplified WOM occurs when marketers launch campaigns
designed to encourage or accelerate WOM in existing or new communities.
4. Why use WOMM ?
• Most powerful medium of the planet
 Creates trust in a product or brand
 Encourage communication/gives people something to talk about
 Its trackable/measurable
 Creates communities and connects people
5. When should you use WOMM ?
 Is your business/product or service WOM worthy ? make sure it meets
expectations
 Make sure you have all your ‘ducks in a row’. Make sure you are ready for this,
that your website can handle the traffic, that you have people in place to monitor
and help facilities this
 Need to figure out how viral fits into the overall campaign strategy.
 Don’t base success on overall numbers
6. How to use WOMM ?
Commandement of viral marketing
Thou shalt know thy customer, know what they want and listen to them
Thou shalt be remarkable
Message, (VW crashes; company
Thou shalt try, try again
Only 15% of viral WOM campaign are never deemed
Make sure :
• Know your customer first
• Are honest and transparent
• Keep it smile
• Make it interesting and entertaining
• Provide benefit to the receiver
• Use success stories/testimony
What no to do in WOM ?
WOMMA’s ethics code
Honestly of relationship : you say who you’re representing
 Honestly of opinion : you only say what you really believe
Honestly of identity : You never lie about who you are

Don’t ignore what consumers say

Don’t create WOM campaign for the sake of creating one

Don’t discourage sharing, downloading, embedding or commenting

Don’t underestimate the intelligence of your audience

Don’t forget the ramifications

7. Between wom and customer behavior have a relationship that is the same as having
influence toward purchase decision , why people want to buy goods or service? and what
effect the message items delivered directly to prospective customers in WOM to make
the customer to decide to buy
The satisfaction of the customers is always related to the recommendation because
satisfied customers are more likely to recommend the products they use. Satisfied
customers tell each other about the advantages and benefits and of the products they used
and recommend others to use. In marketing, the WOM communication is an emerging
issue especially these days because the behaviors of the consumers are rapidly changing
and becoming more resistant to the traditional and outdated methods of marketing such as
advertisements. For adopting appropriate strategies, marketing experts must first get
knowledge regarding how WOM plays a critical role when consumers make their
purchase decisions and understand the elements which make WOM the most attractive
communication form of communication. In addition, WOM is the most important
informal way of communication among consumers (Filser, 1996). There are a variety of
factors that justify the WOM power as the credibility of WOM is higher than commercial
information sources controlled by the companies. Second, WOM is said to be a real
communication because the messages flow among two or more people physically. The
third important factor making WOM a powerful tool of communication is that it provides
the detail of experiences of existing consumers to the potential consumers, therefore, it
works as a risk-reliever (Filser, 1996; Wilkie, 1990). WOM can either be positive or
 negative (Buttle, 1997). As stated by Buttle (1997), “positive WOM occurs when good
news testimonials and endorsements desired by the company are uttered” and “negative
WOM is its mirror image.
8. Social media are computer-mediated technologies that facilitate the creation and sharing
of information, ideas, career interests and other forms of expression via virtual
communities and networks. The variety of stand-alone and built-in social media services
currently available introduces challenges of definition; however, there are some common
features.

9. Social networks :Connect with people

Media sharing networks : Share photos, videos, and other media

Discussion forums : Share news and ideas

Bookmarking and content curation networks : Discover, save, and share new content

Consumer review networks: Find and review businesses

Blogging and publishing networks: Publish content online

Interest-based networks : Share interests and hobbies

Social shopping networks : Shop online

Sharing economy networks : Trade goods and services

Anonymous social networks : Communicate anonymously

10. Advantages of social media : Large audience

Free to create
Encourage Sharing
Increases Brand Royalty
Uncover valuable insight

Disadvantages of social media : negative feedback

Potential for embarrassment

Time intensive
11. The relationship between social media and consumer behavior is, social media has an
important role to the behavior of customers because in the current era of globalization,
the needs of customers can be easily obtained, for example with GO-JEK in Manado,
people have preferred the application to work to facilitate their activities through
transportation, there is also with service GO-FOOD that can be quickly to buy food
without spending a much time
Social networking allows for the dissemination of a great deal of information about a
company or product. This information isn’t limited to what your company alone puts out
there, because many sites within a social media network are devoted to consumer-
collected information. The increased availability has changed the common consumer into
a researcher. Before making a purchase, the consumer can log on to a social media
network and see what other people think about your products and how you handle
customer service. The more information available, the more likely the consumer will
make the buying choice that fits his or her needs and that might not be your company's
goods if others have reported negative experiences
12. What is fashion ? Fashion is a popular style or practice, especially
in clothing, footwear, accessories, makeup, hairstyle and body. Fashion is a distinctive
and often constant trend in the style in which a person dresses. It is the prevailing styles
in behaviour and the newest creations of textile designers. Because the more technical
term costume is regularly linked to the term "fashion", the use of the former has been
relegated to special senses like fancy dress or masquerade wear, while "fashion"
generally means clothing, including the study of it.
13. Fashion consciousness refers to a person’s degree of involvement with the styles or
fashion of clothing. An individual does not have to be either a fashion opinion leader or a
fashion innovator to be considered fashion conscious. Rather, fashion consciousness is
characterized by an interest in clothing and fashion, and in one’s appearance (Summers,
1970; Jonathan and Mills, 1982). Walsh et al. (2001) found that fashion consciousness
among German consumers was related to a desire for up-to-date styles, frequent changes
in one’s wardrobe and pleasurable shopping experiences. Obviously, fashion
consciousness is a convenient consumer attribute for apparel marketers, in that this pre-
existing interest in clothing can increase consumer receptivity to apparel product
 promotions (Richards and Sturman, 1977; Kaiser and Chandler, 1984). Lumpkin (1985)
found that a high proportion of active mature consumers were relatively heavy spenders
on clothing, and therefore concluded that fashion-conscious segments do exist among
older apparel shoppers. Everyday people buy things that are relevant to their needs. At
the same time they are making purchasing decisions. Specific consumer behavior is
defined as “the activities people undertake when obtaining, consuming, and disposing of
products and services” (Blackwell, Miniard &Engel,2001, p6). Consumer behaviors are
influenced by personal and environmental factors (Blyth, 2008). A central part of
consumer behavior is, consumers’ purchasing decision that included several steps.
Generally social networks such as groups or individuals who own the power over
consumers can affect consumers’ purchase decision (Solomon, Bamossy, Askegaard &
Hogg, 2010)

PART II

1. Buzz Marketing is is a viral marketing technique that is focused on maximizing the

word-of-mouth potential of a particular campaign or product, whether that is through
conversations among consumers' family and friends or larger scale discussions on
social media platforms. By getting consumers talking about their products and
services, companies that employ buzz marketing hope to grow their awareness
through the growth of online traffic and increase sales and profits.
2. Viral marketing (or viral advertising) is a marketing technique that uses pre-
existing social networking services and other technologies to produce increases in
brand awareness or to achieve other marketing objectives (such as product sales or
marketing buzz) through self-replicating viral processes, analogous to the spread of
viruses or computer viruses. It can be delivered by word of mouth or enhanced by the
network effects of the Internet and mobile networks.
3. Opinion Leadership is the process by which one person--the opinion leader--
informally influences the actions or attitudes of others who may be opinion seekers or
opinion recipients
4. Grassroots marketing, sometimes known as guerilla marketing, starts from the
ground up. Instead of launching a message you hope will appeal to many people, you
target your efforts to a small group and hope the group will spread your message to a
much larger audience.
5. Branding Blogging is part of blogging marketing where blog marketing is any
process that publicises or advertises a website, business, brand or service via the
medium of blogs. This includes, but is not limited to marketing via ads placed on
 blogs, recommendations and reviews by the blogger, promotion via entries on third
party blogs and cross-syndication of information across multiple blogs.
6. Community marketing is a strategy to engage an audience in an active, non-
intrusive prospect and customer conversation. Whereas marketing communication
strategies such as advertising, promotion, PR, and sales all focus on attaining
customers, Community Marketing focuses on the needs of existing customers.
7. Cause marketing is defined as a type of corporate social responsibility, in which a
company’s promotional campaign has the dual purpose of increasing profitability
while bettering society. cause-related marketing, usually refers to a subset of cause
marketing that involves the cooperative efforts of a for-profit business and a non-
profit organization for mutual benefit. A high-profile form of cause-related marketing
occurs at checkout counters when customers are asked to support a cause with a
charitable donation.
8. Conversation Creation is a communications agency that connects clients to their
most relevant audiences, using a variety of methods including media relations, social
media, events, podcasting, publishing, marketing and copywriting.
9. Product seeding is quite similar to celebrity endorsements, evangelist marketing, and
is a grassroots way of planting a product so that it can be seen by important or
influential people.
10. Referral program, or referral marketing is a method of promoting products or
services to new customers through referrals, usually word of mouth. Such referrals
often happen spontaneously but businesses can influence this through appropriate
strategies.
11. Evangelism marketing is an advanced form of word-of-mouth marketing in which
companies develop customers who believe so strongly in a particular product or
service that they freely try to convince others to buy and use it. The customers
become voluntary advocates, actively spreading the word on behalf of the company.
12. Teaser campaign, also known as a pre-launch campaign, is an advertising campaign
which typically consists of a series of small, cryptic, challenging advertisements that
anticipate a larger, full-blown campaign for a product launch or otherwise important
event.
- Ads that disclose just enough information to pique consumers’ interests
- the ad itself becomes the basis for discussion, leading to interest in the product
13. Cool Hunting is the practice of observing current trends and predicting where the
youth demographic will shift in trends in the immediate future. Coolhunters are the
individuals doing the coolhunting, many of whom are able to accurately predict
upcoming trends in fashion and technology.

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