What is the communication process for viral marketing? Is it different than conventional
marketing? How so?
Viral marketing: Can be viewed as consumers channeling information of a product / Services to
other consumers via web and social media an example of viral marketing would be email chain
letters. This way of communication passes information to several million recipients in matter of
seconds / minutes rather than traditional means which could take hours, weeks, or day to enjoy
the same success. Traditional marketing are as followed the Radio, Television, commercials,
newspaper ads, direct mail, and the telephone are a few example of conventional marketing
Between the two, (Viral Marketing / Conventional Marketing) Viral marketing moves faster by
reaching many more people in the fraction of the time. Convention or traditional marketing has
shown to be effective in the past but it is slower in comparison to Viral.
What was the initial promotional mix of the True Blood campaign, and how might it
suggest an observance of IMC?
The initial promotional mix for True Blood Campaign was the delivery of wax sealed envelopes
and strange letters written in a dead languages. Film bloggers and fans become very curious after
receiving these letters. Fans and Bloggers started to research the meaning of the dead language. (
Page 604 first paragraph.) Fans would visit these websites and feel more connected, IMC was
observance through the advertisement efforts of true blood as stated in the beginning of my
statement.
Did Cloverfield use a push or pull promotional strategy? What about the Dark Knight?
Explain.
Cloverfield / The dark Knight are example of a pull strategy, Manufacturer to the consumer by
way of promotion efforts and website blogs. The “manufacturer” in this case pulls the consumer
by providing bits of information about the movie in and around the web arousing interest of a