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Buzzmarketing Mark Hughes PDF
Buzzmarketing Mark Hughes PDF
Mark Hughes
Portfolio
Published by the Penguin Group
Apple didn’t have any more money to air the spot again, so
that the commercial was replayed on networks and local TV
stations time and time again.
The 1984 commercial had 4 key ingredients of buzz:
1. Hot topic in the media
2. Controversy
3. David vs. Goliath
4. The unusual
payoff
May 2004. ClearPlay CEO Bill Aho testifies for the Congress,
getting even more press coverage.
HR 4586, introduced in June 2004, was essentialy a
congressional bill that would exempt ClearPlay's technology of
filtering for private home viewing from any claims of copyright
violation.
Wal-Mart began selling the first ClearPlay-enabled DVD
players in 2004 and continues carrying the product line.
Industry experts anticipate that by 2008, ClearPlay will be
standard in more then 50% of home DVD players produced.
revenue
Traditional media (TV, print and radio) may play a role in your
marketing mix but, with a free-clutter media you can reap
100% mind share.
In 1925, Burma Shave spent $200 placing roadside signs
along Midwest highways advertising their product. They
spread all across the nation, becoming an American
landmark in advertising and garnering enormous coverage.
Half.com put an attractive offer on peanut bags using a
humorous edge: “You’ll go nuts over our prices” or printed
messages on urinal screens: “Don’t piss away half your
money, head to Half.com”.
fortune teller
Rudolph knew that a 13 year old solo pop star wasn’t going to
make it in 1995. Pop music was pretty much out of favor.
New Kids On The Block had saturated the market 2 years
earlier and their audience of 8 to 13 year old were turning into
mid-teens and looking for cooler, edgier sounds.
It wasn’t until June 1997, when pop was coming back, that
Larry Rudolph saw the opportunity for a wide-open market for
a white, female, solo pop artist.
Britney Spears has sold over 55 million records and has been
dubbed by Forbes magazine as the “world’s most powerful
celebrity”.
Chapter 12
climb buzz Everest