Marketing XYZ Inc. Brand Identity Term Paper

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Today's technology and the more intelligent and savvy consumers have made advertising and marketing techniques change with the times. Nonetheless, branding continues to be a sound and viable approach to marketing and that equates to a business constantly reevaluating and recreating itself through new tactics for selling and advertising. First, in regard to promotion, marketers have begun to use an underground approach called buzz marketing. Several things have made 'buzz' attractive for XYZ such as the fact that the technique is quite affordable.

However, the true reason is that the consumer today needs a different and more diverse style of communication. "In a period of budget chopping, cheap is good. Then there's the rise of the Internet, which means marketers can reach just about anyone in almost any guise they care to assume.

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Finally, buzz marketing attempts to make each encounter with a consumer look like a unique, serendipitous event. That's appealing to the desired twenty-somethings, who remain skeptical of traditional mass advertising." (Khermouch & Green, 2001)

For products, wearing a clean and well chosen uniform to promote the name equates to any new fake shopper approach to marketing a company name. The approaches of company's like XYZ create the buzz techniques needed to personalize product marketing for consumers. "Buzz marketing, with its heavy dose of theatricality, was honed by Hollywood studios, liquor companies, and other marketers whose products were either outlawed in traditional media or simply had too short a shelf life for a full-blown ad campaign." (Khermouch & Green, 2001)

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