Summer+2009+Section+08-PS+Week+7

**Geotargeting:** Advertising within a virtual perimeter for a geographical area. For example, local area restaurants or banks. Intention vs. Attentions. Paid vs. Organic. Paid clicks are those that are paid advertising while the organic ones are from websearching, etc.
 * __ STITUALS __**
 * Interstitual ads:** ads that fit between segments of content that consumers want to experience.
 * Ex: putting actors of a show in a commercial that runs durung the show the actor is in.
 * I wonder what this means for the future of advertising and how consumers are going to be exposed to ads. The Scion ad was cool in terms of the technology but I'm not sure that I want to be bombarded with ads as I walk down the street. As we become more used to consuming media through other avenues, like computers vs TV where the commercial content is reduced, will ads become part of our everyday scenery. Imagine billboards that show commercials 24/7.
 * Vivistituals:** Ads in life’s context of “information scarcity environment”. I.e. on the elevator.
 * Locostituals: ** ads that make a customer want to look in purchase or just to look into the product.
 * Psychostituals**: fills gaps in behavior motivations and thought processes.

We explored the usefulness and potentially invasive use of RFID technology in marketing. Could we be implanted with a chip that transmits our personal preferences and purchasing history so that marketers can direct advertisements specifically at one person? It would be incredibly useful in that you could really pin down your customer segments. However, Tonya mentioned it might pigeon hole us too much. What if we like seeing ads for things that are generally outside of our normal purchase behavior? Furthermore, how can marketers hope to pinpoint the preferences of the billions of people on the planet without alienating or creating a wrong profile?
 * Radio Frequency Identification Technology** (RFID)

Additionally, what if we're still just not ready for that kind of global awareness of our own personal preferences? Sure, many of us have become comfortable with Amazon, Google, and many others tracking everything we look at online and buy, but there are still A LOT of people out there who won't buy anything online because they don't want their information out there. Although most of us have put our trust in secure transactions and firewalls and all the other ID safety devices in place, it still scares a lot of people to think that their information could be disseminated among an unknown mass throughout the world. I think RFID chips and the stigma many people have against the idea fall under the same fear: //I want to control what people know about me, and an RFID chip may not allow that//. It may take a couple generations before that fear is significantly diminished.

RFID chips are controversial when it comes to human implants. Did you know the [|FDA approved RFID implants in humans in 2004]? Baja Beach Club in Barcelona is one of the first establishments to implant microchips in its customer's arms so they can pay for their drinks with the wave of a hand. Here is a picture of an RFID chip that Nurse Laia inserts into VIP members' arms:



Read more about how they implant the chip in the article "[|Barcelona Clubbers get Chipped.]"



Contextual Targeting: ** **AdSense**- algorithym reads a website and can differentiate contextually definitions of the same term. Java- the computer language, java- n. coffee, Java-Indonesian Island.

Auctions using Click Through Rate (CTR) Ad Rank= Quality Score x Bid Google AdWords Google Analytics Googlenomics []
 * Placement targeting:** Google AdSense and how it works.
 * Socialstituals**: if you buy, your friends will buy too. Some use social networking websites to do this. Examples of social networking websites: Facebook, Myspace.

Facebook Beacon Need- People who use brand to and ad messages as a form of identity expression. Met by- A symbol of inclusion in group. 1. Susceptible 2. Infectious 3. Recovered or Carried
 * Anthrostituals: **
 * Autostitials:** Ads as entertainment- Superbowl ads.
 * Viral Marketing:** Organic SIR Model. Much like disease pathology.
 * Viral Marketing** is designed to attract people with high networking potential. These are the people who are going to tell everyone they know about a particualr product or service. They would be inclined to post their thoughts on an internet networking site such as Facebook or Myspace.

Aren’t we all Buzz Agents? When I go over to my friends house and he offers me a new beer and tells me how much he likes it, or when your co-worker comes up to you and tells you about the movie they saw and how you "need" to see it, your father in law recommends a type of wood for your deck and who to get it from, the professor mentions some software that could help you understand the material better, a classmate tells you about a new itune download, the guy at the park shows you the new self inflatable basketball and you put up some shots with it, your neighbor tells you about his new riding mower, etc...in a sense we are all always marketing amongst ourselves.

- I agree. I think buzz marketing is cool. I always want to try new things and trying products for free is great. - At the same time, when people share items with others, it is usually something they personally like themselves. With buzz agents, they do not have a personal feeling about the product when "selling" it to their friends.

- This is what leads me to believe that one of the biggest jobs of a marketer or marketing department is ensuring excellent **customer service** and **satisfaction**. Nothing can promote a product or kill a product (or service) like word of mouth. Just as you'll be interested in the wood your father-in-law recommended, or the neighbor's riding mower, etc., you'll also most likely shy away from the wood your father-in-law said he tried, and hated, or the mower your neighbor bought that kept giving him hassle and never want to buy from the store that sold it to him which now won't provide any kind of helpful service for all the troubles he's been having. What's more - people are highly likely to share their poor experiences with others; I stayed at a hotel a couple weeks ago in Seaside (Best Western OceanView Inn) and was //extremely// disappointed in the value, accomodations, and overall experience. And I've told everyone I've talked to since then that I would never stay there again, nor recommend it. **//However//**, on Sunday I filled out a survey they sent me, and let them know how much I was disappointed in the experience. This morning I received an email from the general manager apologizing that they did not exceed my expectations, and offering me a free upgrade to a huge ocean-front suite if I'm willing to give them another try. I don't know if I will, but it means a lot to me that they put forth the effort to try to win back my business and apologize for letting me down. This brings me back to my point: excellent customer service and satisfaction will do a lot more for a company than any ad campaign. A great campaign may bring people in the doors, but it won't keep them there; they have to be pleased with their choices, and if so, they will tell their friends. But if a company or manufacturer is not doing its job of providing excellence to their customers, the customers will not want to come back, and will tell their friends that, too.

I can't stop seeing the billboards since our last class. I saw one "chocoliath" but I failed to figure out what it was referring to in the surrounding area. It was on 90-something and Foster. Any ideas? David and Goliath?

[] .....fyi...just call me //NOUGATAH

Keith at the airport - Mmm Satisflying! //