外文資料翻譯buzz marketing for movies

1、<p>　　Buzz marketing for movies</p><p><b>　　Iris Mohr</b></p><p>　　Tobin collage of business, St. john’s University, 8000 Utopia, Jamaica, NY 11439, USA</p><p>　　Ab

2、stract: In today's dynamic entertainment environment, movies are struggling to stay afloat and remain profitable. Challenges such as piracy, digital theft, competition, overlapping movie campaigns, media fragmentatio

3、n, and audience saturation are forcing marketers to stretch their film budgets and make every dollar as effective as possible. With more and more entertainment options crowding peoples' lives, marketers must search f

4、or innovative ways to reach movie audiences. By breaking through t</p><p>　　Keyword: motion pictures; movies; marketing; promotion; buzz marketing</p><p>　　The marketing challenge</p><

5、;p>　　Today's movie marketers confront a difficult reality: the game plan by which they've played for years is being challenged and there is a call for new, innovative ways to drive box office sales. Under the

6、historically used traditional model, corporate marketers spend marketing dollars on messages aimed at a target audience. The marketing team creates a message, purchases media, and sees that the message is delivered to pe

7、rsonal and business customers. Given the fragmentation of media today, howev</p><p>　　Added to this fractured landscape, multitasking has become increasingly common across the board. While surfing the Web, t

8、he typical US teenager engages in an average of two other activities, one of which is often homework. Reportedly, some 80% of business people also multitask while performing work related duties (Greenspan, 2004). In conc

9、ert with this, there is an increasing trend for consumers to “switch off”; they are evermore selective about what they watch and the advertising messages they </p><p>　　To add, television and movie lovers ar

10、e witnessing a revolution in digital home entertainment. With it, a growing number of people are turning away from neighborhood cinemas in order to stay home and be entertained by new technologies and advanced personal t

11、heater systems. Consumer electronics manufacturers, IT vendors, and movie companies are lining up to extol the virtues of Blue-ray and HD-DVD; the proclaimed successors to the current DVD format (Thomas, 2006). According

12、 to Geoff (2005), by t</p><p>　　Needless to say, given the increase in entertainment options, the movie-going experience needs to be far more compelling to draw in audience members. Moreover, this challenge

13、is not likely to subside, but rather grow more compelling: as discussed by Chary (2005), a recent study by Informal Research Services indicates that 125 million people about 5% of all cell phone owners – will be watching

14、 television on their handsets by 2010. In addition, the Digital Lifestyles 2006 Outlook from Parks Associ</p><p>　　In this frenetic and competitive environment, marketers must search for innovative ways to r

15、each and attract movie audiences. Buzz marketing is one such promotional posture that is capable of breaking through the existing noise and clutter of the marketing scene, to capture peoples' attention to the point t

16、hat talking about a movie becomes an enjoyable experience to share. Essentially, buzz marketing mimics the traditional marketing model in that it sends messages to targeted audiences through v</p><p>　　Among

17、 its many attractive qualities, buzz marketing is a low-cost, far-reaching mode of promotion. This being the case, entertainment marketers' interest in the method is raising as media fragmentation continues and movie

18、 marketing costs increasingly spiral upward. Buzz marketing also satisfies studio executives who are confronted with steadily mounting marketing costs, and are thus challenged by existing promotional tactics in search of

19、 more mileage for fewer dollars. </p><p>　　Buzz marketing encompasses word of mouth and viral marketing </p><p>　　At the core of buzz marketing is the phenomenon of word of mouth (WOM), the proc

20、ess by which an individual influences the actions or attitudes of others. As indicated by the following quotes on the value of word of mouth, academicians have long been aware of the power of WOM on consumers' prefer

21、ences and actual purchase behaviors: </p><p>　　“Forget about market surveys and analyst reports. Word of mouth is probably the most powerful form of communication in the business world. It can either hurt a

22、company's reputation…or give it a boost in the market. Word-of-mouth messages stand out in a person's mind….Quite simply, we find messages more believable and compelling when we hear them directly from other peop

23、le, particularly people we know and respect.”– Regis McKenna </p><p>　　“Word of mouth seems to be a frequently used risk-reduction device; and this source of information is particularly sought for in situati

24、ons characterized by high uncertainty.”– Johan Arndt</p><p>　　“Word of mouth tends to be highly persuasive because the sender apparently has nothing to gain from the receiver's subsequent actions.”– Leon

25、 G. Schiff man and Leslie L. Karuk </p><p>　　Malcolm Glad well (2002), author of the national bestseller The Tipping Point, says WOM is so powerful because ideas, behaviors, messages, and products sometimes

26、 behave just like outbreaks of infectious disease. Similar to how an ill person can start a flu epidemic, so too can a small but precisely targeted push cause a fashion trend or the popularity of a new product. </p>

27、;<p>　　According to McKinsey & Co. (Ramsey, 2005), approximately two-thirds of all economic activity in the United States is influenced by shared opinions about a product, brand, or service. On the basis of ag

28、gregated data and interviews with various WOM marketing experts, remarketer estimates that almost 50% of online marketers will engage in some form of WOM or viral campaign in 2006. A recent survey of marketers, which ask

29、ed what type of digital media they were either using or were, planning to use,</p><p>　　The nature and scope of the Internet, as well as other messaging devices, has inspired marketers to deliberately attemp

30、t to stimulate or simulate the WOM process by designing marketing campaigns with characteristics that attract audiences and encourage individuals to pass along a message. Also known as buzz marketing and viral marketing,

31、 these tactics create the potential for exponential growth in the message's exposure and influence (Wilson, 2000). Though the terms buzz marketing and viral mark</p><p>　　Word of mouth communications <

32、;/p><p>　　WOM communications, also referred to as opinion leadership, is the process by which one person (the opinion leader) informally influences the actions of others, who may be opinion seekers or opinion r

33、eceivers. The key characteristic of this influence is that it is interpersonal and informal and takes place between two or more people, none of whom represent a commercial selling source that would gain financially from

34、the exchange of information (Schiff man & Karuk, 2007). WOM implies personal or </p><p>　　2.2. Viral marketing</p><p>　　Viral marketing, a high-tech and “impersonal” variation of WOM, is an

35、Internet-driven strategy that enables and encourages people to pass along a marketing message and engage in word of mouth, creating the potential for exponential growth in the message's exposure and influence. Like a

36、 virus, this tactic takes advantage of rapid multiplication to explode a message to thousands, even millions. Viral marketing depends on a high pass-along rate to create a snowballing effect. A widely cited first e</p

37、><p>　　Buzz marketing </p><p>　　With media undergoing a vast change in a world where aggressive television ads, flashy websites, and glossy brochures compete for consumer attention, it is necessary

38、 to bridge WOM with technology(e.g., the Internet, mobile phones, MP3 players) and “outside the box” thinking. Buzz marketing is the practice of gathering volunteers either formally by actively recruiting individuals who

39、 naturally set cultural trends, or informally by drawing “connectors”: people who have lots of contacts in differen</p><p>　　Buzz marketing captures the attention of consumers and media to the point that peo

40、ple talk about the brand, because the message is perceived as entertaining, fascinating, and/or newsworthy. In order for this to occur, however, there must be something interesting, clever, amusing, catchy, or remarkable

41、 enough about the message such that WOM fuels fast distribution via technology to create a “buzz.” Clearly, this requires clever marketing and creativity. Successful buzz marketing efforts so captur</p><p>　

42、　Practitioner writings suggest that buzz is usually something that combines a wacky, jaw-dropping event or experience with pure branding to get people talking. According to McKinsey & Co., and as reported by firm str

43、ategy consultant Renee Dye (2000), motion pictures and broadcasting are two categories that are highly driven by buzz. Consider, for example, the 19th season premiere of The Oprah Winfrey Show, which aired in the fall of

44、 2004. This episode created considerable buzz when Pontiac gifted</p><p>　　Business Horizons, 2007(5),50,395-403</p><p><b>　　電影口碑營銷</b></p><p><b>　　Iris Mohr</b

45、></p><p>　　托賓商學(xué)院，摩根約翰大學(xué)，烏托邦大道8000，牙買加，紐約11439，美國</p><p>　　摘要：在今天的動態(tài)電影娛樂環(huán)境下，許多企業(yè)都努力維持生存并保持盈利，并時刻面對著 諸如盜版，電子仿造，惡性競爭，重復(fù)的電影活動，媒體輿論，以及觀眾對電影的飽和度的 挑戰(zhàn)，不斷通過營銷來提高自己的電影預(yù)算，盡可能做到使每一美元都發(fā)揮其價值。隨著越來越多的娛樂方式充實(shí)人

46、們的生活，營銷人員必須尋找更多創(chuàng)新的方式來達(dá)到電影觀眾的要求。突破日常的嘈雜，捕捉人們的注意點(diǎn)，并將談?wù)撾娪白鳛橐粋€愉快的經(jīng)驗(yàn)分享?？诒疇I銷就是以這樣一個宣傳的姿勢，帶動觀眾前往劇院。為了成功實(shí)現(xiàn)口碑營銷，營銷人員必須承認(rèn)其作用范圍內(nèi)的存在的電影差異化戰(zhàn)略，并支持公司的整體方法。為此，本文分析了口碑營銷，包括六大部分（分化電影功能，細(xì)分電影市場，播放電影片段，定位電影圖像，延伸電影形象，運(yùn)用傳統(tǒng)渠道）以及口碑營銷的的具體步驟，保證它的成

47、功實(shí)施 </p><p>　　關(guān)鍵詞：情感畫面；電影；市場營銷；營銷推廣；</p><p><b>　　市場的挑戰(zhàn)</b></p><p>　　今天的電影商面臨著一個困難的現(xiàn)實(shí)：他們已經(jīng)運(yùn)用多年的營銷計(jì)劃正在受到挑戰(zhàn),然而現(xiàn)在有一個稱為全新的創(chuàng)新方式可以驅(qū)動票房銷售。在歷史上他們所使用的傳統(tǒng)模式，就是企業(yè)營銷人員花費(fèi)一定資金收集目標(biāo)受眾的營銷信

48、息，然后營銷團(tuán)隊(duì)創(chuàng)建一個消息，同時購買媒體報(bào)道，并將該消息交付給個人或企業(yè)客戶。然而鑒于媒體較分散的現(xiàn)狀，電影采用傳統(tǒng)模型來進(jìn)行營銷推廣已經(jīng)變得越來越困難。在美國，例如，曾經(jīng)還只有極少數(shù)量的電視臺現(xiàn)在已經(jīng)遍布1600多個廣播和有線電視網(wǎng)點(diǎn)，并且歐洲也有類似的發(fā)展趨勢—通過電纜信息轉(zhuǎn)播給觀眾，電視用戶可以隨意切換30秒的商業(yè)點(diǎn)，再加上在線廣告的興起。這種情況，使它更加難以積累足夠的范圍和意識，使得營銷計(jì)劃結(jié)果一般。</p>

49、<p>　　發(fā)展到現(xiàn)在這個信息分散的時代，多任務(wù)處理已越來越普遍。在上網(wǎng)時，典型的美國少年，平均每人同時從事二項(xiàng)活動，其中之一就是日常的作業(yè)。據(jù)了解，“具有多業(yè)務(wù)的群體，80%同時履行多樣的工作職責(zé)”（格林斯潘，2004 ）于此相關(guān)的，消費(fèi)者選擇“關(guān)閉”逐漸成為一種趨勢：他們永遠(yuǎn)有選擇性的了解他們觀看的廣告信息。根據(jù)揚(yáng)克洛維奇指出，65%的消費(fèi)者認(rèn)為“不斷轟炸的廣告太多”，69%的人“遇到感興趣的產(chǎn)品和服務(wù)，會直接選擇跳過廣告

50、”和 54%的人會“避免購買那些頻繁采用廣告和營銷的產(chǎn)品”。</p><p>　　不僅如此，電視和電影愛好者正在經(jīng)歷一場數(shù)字家庭娛樂的革命。有了這些，越來越多的人正在遠(yuǎn)離附近的電影院，而選擇呆在家里，享受新技術(shù)和先進(jìn)個人影院系統(tǒng)?！跋M(fèi)電子制造商，IT 供應(yīng)商，和電影公司是聯(lián)合推出了藍(lán)光和 HD - DVD，宣布這將是數(shù)字家庭影院的當(dāng)前格式”（托馬斯，2006）。根據(jù) Geoff（2005）統(tǒng)計(jì)，到2004年底，

51、估計(jì)擁有 TiVo’s 和DVR 的美國家庭將達(dá)到650萬個，該公司聲稱，這個數(shù)字，從2002年的190萬，到2009年將上升至近 5 千萬，占所有美國家庭的41%。另一方面，受歡迎的Net flux 在線訂閱服務(wù)，擁有3百萬用戶，使得大部分人每月花一部費(fèi)錢在租DVD上。實(shí)際上，DVD可以說是工作室的現(xiàn)金牛，顧客跳過在劇院體驗(yàn)電影的經(jīng)驗(yàn)，選擇在家里放松。</p><p>　　不用說，由于娛樂選擇的增加，看電影的經(jīng)

52、歷需要更加引人注目，吸引觀眾。此外，這一挑戰(zhàn)是不可能消失，而是越來越引人注目：在 2005 年，通過對 1.2 億人的服務(wù)信息的研究發(fā)現(xiàn)，到2010 年大約5%的手機(jī)用戶將通過手機(jī)看電影。此外，2006年,數(shù)字生活方式展望協(xié)會（舍夫，2006）估計(jì)，美國的消費(fèi)者支出包括網(wǎng)上娛樂，游戲，音樂，視頻服務(wù)，在未來五年內(nèi)將增長260%。</p><p>　　在激烈的競爭環(huán)境中,營銷人員必須尋找創(chuàng)新的方法來宣傳吸引觀眾的電

53、影。 口碑營銷正是以這樣一個宣傳的姿勢，突破現(xiàn)有嘈雜的營銷場景，捕捉人們的注意點(diǎn)，將談?wù)撾娪白鳛橐粋€愉快的經(jīng)驗(yàn)分享?；旧?，口碑營銷與傳統(tǒng)營銷模式，都是通過不同的媒體，將消息發(fā)送到目標(biāo)受眾。然而，在口碑營銷模型里，娛樂營銷注入觀眾和媒體的是一個令人驚嘆的，與電影相關(guān)的信息，并且顯得如此有趣和令人興奮，它使信息不脛而走。吸引力是主要素，興奮是其本質(zhì)和關(guān)鍵，口碑營銷，不同于以往傳統(tǒng)的營銷方式。 </p><p>　　

54、口碑營銷是一種低成本的，深遠(yuǎn)的推廣模式，本身擁有許多吸引人的素質(zhì)。在這種情況下，媒體對娛樂營銷方法的關(guān)注和電影營銷成本日益呈螺旋上升。 口碑營銷也面臨不斷上漲的營銷成本，并因此受到現(xiàn)有的宣傳手法的挑戰(zhàn)，為此只能尋找更多的方法來減少消耗。</p><p>　　二、口碑營銷包括口碑傳播和病毒式營銷 </p><p>　　口碑營銷的核心方式就是口碑傳播過程，需要影響個人的行為或態(tài)度的他人。正如以

55、下觀點(diǎn)的價值，口耳相傳，學(xué)者們早就認(rèn)識到權(quán)力的口碑對消費(fèi)者偏好與實(shí)際購買行為的影響：</p><p>　　“忘了市場調(diào)查及分析報(bào)告?？诒赡苁巧虡I(yè)世界里最強(qiáng)大的通信形式。 它可以損害公司的聲譽(yù)或使其提高市場。 口碑訊息中脫穎而出的一個人的心靈想法。很簡單，我們發(fā)現(xiàn)信息更加可信和令人信服的一大前提就是當(dāng)我們聽到他們直接從其他人口中說出，特別是我們了解和尊重的人?！报C吉斯麥克納 </p><p&g

56、t;　　“口碑似乎是一個經(jīng)常使用的風(fēng)險(xiǎn)減少裝置；其信息來源是在特殊情況下的特點(diǎn)是高度的不確定性?！报C約翰阿爾恩特</p><p>　　“口碑往往是具有高度說服力， 因?yàn)榘l(fā)言人顯然已沒有得到從接收人那傳來的后續(xù)行動的指示?！报C列昂·希夫曼和萊斯利·坎納克</p><p>　　馬爾科姆格拉德威爾（2002），全國暢銷書的作者，說口碑是如此強(qiáng)大，因?yàn)樗枷?，行為，信息，和產(chǎn)品的

57、行為有時就像傳染病一樣爆發(fā)。這類似于一個生病的人可以開始傳播流感疫情，也可以因?yàn)橐粋€小而精確定位的推動造成流行趨勢或流行的一種新產(chǎn)品的誕生。 </p><p>　　根據(jù)麥金西公司（拉姆齊，2005）統(tǒng)計(jì)，大約三分之二的經(jīng)濟(jì)活動在美國是受共同的意見的影響，關(guān)于一個產(chǎn)品，品牌，或服務(wù)。在此基礎(chǔ)上匯總數(shù)據(jù)和采訪各種口碑營銷專家，結(jié)合網(wǎng)絡(luò)營銷的估計(jì)得出，到 2006 年，近50%的在線營銷將從事某種形式的口碑或病毒營銷運(yùn)

58、動。最近的一項(xiàng)關(guān)于營銷商的調(diào)查顯示，“當(dāng)被問及更傾向于采用什么類型的營銷方式，三分之二的人表示愿意采用口碑營銷”（拉姆齊，2005）。 </p><p>　　根據(jù)其本質(zhì)和范圍網(wǎng)絡(luò)，以及其他通訊設(shè)備，營銷人員故意試圖刺激或模擬口碑營銷活動的特點(diǎn)，吸引觀眾和鼓勵個人傳話，也被稱為口碑營銷和病毒式營銷，這些策略創(chuàng)造了大量的潛力和影響（威爾遜，2000）。盡管術(shù)語口碑營銷和病毒式營銷往往是交替使用的，以下討論要點(diǎn)突出明確

59、區(qū)分的三個要點(diǎn)。</p><p><b>　　1．口碑傳播 </b></p><p>　　“口碑傳播，也被稱為意見領(lǐng)導(dǎo)，是指某人（意見領(lǐng)袖）非正式地影響他人的行為，他們可能被認(rèn)為是意見的發(fā)送器。主要受這種特點(diǎn)的影響，人不像商業(yè)銷售，僅從財(cái)政上獲得 的信息交流”（希夫曼和坎納克，2007）?？诒馕吨鴤€人或面對面的溝通，雖然它現(xiàn)在可能還需要通過電話交談或范圍內(nèi)的即時消息

60、或電子郵件。作為個人，尤其是意見領(lǐng)袖，專注于產(chǎn)品類別（例如，旅游，汽車），他們提供的信息和意見，并經(jīng)常閱讀雜志拓寬他們的知識。同理，當(dāng)其他產(chǎn)品類別進(jìn)行了討論的時候，這些人可能成為輿論接收器，占領(lǐng)的立場， 由于消費(fèi)者在主題領(lǐng)域缺乏知識。 輿論領(lǐng)袖是一個高度可靠和強(qiáng)大的消費(fèi)者信息來源，因此，能夠非常有效地影響客戶產(chǎn)品的決定。解釋意見領(lǐng)袖這種強(qiáng)大的影響，被視為從財(cái)政上獲得他們的購買建議，并因此產(chǎn)生內(nèi)在的信任。這就是為什么口碑是很有效的。實(shí)際上

61、，當(dāng)意見領(lǐng)袖發(fā)起的消息，他們提供的是一個免費(fèi)的，可靠的和有針對性的營銷信息。</p><p><b>　　2．病毒營銷 </b></p><p>　　病毒型營銷，將高科技和“客觀”變成口碑，是一種戰(zhàn)略，鼓勵人們通過營銷信息進(jìn)行口碑傳播，創(chuàng)造潛力指數(shù)增長的信息和影響。它像一個病毒，能夠快速繁殖，爆炸的信息成千上萬，甚至上百萬。病毒型營銷依賴于高傳送率產(chǎn)生滾雪球效應(yīng)。一個

62、被廣泛引用的關(guān)于病毒式營銷的例子：公司現(xiàn)在擁有微軟產(chǎn)品，從而促進(jìn)其服務(wù)和廣告客戶的信息在內(nèi)的每一個用戶使用這種技術(shù)。</p><p><b>　　3．口碑營銷 </b></p><p>　　在媒體發(fā)生巨大變化的世界中，企業(yè)通常采用積極的電視廣告，華而不實(shí)的網(wǎng)站，富有光澤的小冊子來引起消費(fèi)者的注意，有必要以口碑與技術(shù)（例如，互聯(lián)網(wǎng)，移動電話，音樂播放器）和“創(chuàng)造性”的思

63、考?？诒疇I銷的做法是采用志愿者積極傳播的趨勢，或作為非正式的“連接器”：那些擁有許多日常接觸的人，誰能說他們的經(jīng)驗(yàn)不能滿足他們的日常生活。這些人可以是專家，新聞記者，政治家，名人，或良好的客戶，依靠信息。不像口碑，即輿論領(lǐng)袖是內(nèi)在的動機(jī)，因?yàn)樗麄兊闹R來散播言論，并可能將蔓延流行的一系列不同的東西，注入的營銷傳播中。</p><p>　　口碑營銷善于抓住消費(fèi)者的注意力，媒體指出，人們談?wù)摰钠放?，因?yàn)樵撓⒈灰暈槭?/p>

64、有趣，吸引人的新聞。為了使這種情況發(fā)生，必須有一些有趣的，聰明的，吸引人的，或顯示出足夠的有關(guān)信息，口碑可以快速分配通過技術(shù)創(chuàng)造一個“聲音”。顯然，這需要聰明的市場營銷和創(chuàng)意。成功的營銷努力捕捉每個人，他們談?wù)撍说娜穗H關(guān)系時通過熟人，朋友，同事，家庭成員，或者以客觀的形式在網(wǎng)上留言板，聊天，民意調(diào)查，用戶評分。因此，最終產(chǎn)生了越來越多的用戶。</p><p>　　許多專家的著作表明，口碑通常是結(jié)合了古怪，令人瞠