Describe the objectives and features of influencer marketing. Then define at least three
types from those in use today-professional influencer programs, peer-to-peer influencer
programs, buzz and viral marketing, and the cultivation of connectors. Give an example
of each.
When an agency acts as a “general contractor” and hires external sources that act as
‘subcontractors,” this tends to simplify the coordination of marketing efforts.
Howard Gardner’s selection of seven of the greatest creative minds of the 20th century,
as discussed in the textbook, listed individuals from a variety of advertising and
promotional fields.
Transformational ads connect brands so closely to actual experiences that people
automatically think of ad material in certain situations, incorporating these words and
images into their long-term memories.
The strategic planning triangle suggested by Thorson and Moore features as its three
main aspects the campaign’s segments, its value proposition, and its persuasion tools.