Received: by alpheratz.cpm.aca.mmu.ac.uk id VAA12178 (8.6.9/5.3[ref pg@gmsl.co.uk] for cpm.aca.mmu.ac.uk from fmb-majordomo@mmu.ac.uk); Mon, 15 May 2000 21:28:01 +0100 Message-ID: <20000515202532.3358.qmail@hotmail.com> X-Originating-IP: [141.216.1.4] From: "Mark J." <libertarian99@hotmail.com> To: memetics@mmu.ac.uk Subject: Re: Advertising studies Date: Mon, 15 May 2000 16:25:32 EDT Content-Type: text/plain; format=flowed Sender: fmb-majordomo@mmu.ac.uk Precedence: bulk Reply-To: memetics@mmu.ac.uk
My Post below prev. excerpts****
>Chuck wrote:
>
><<there is a lot of flim flam in advertising precisely
>because no one could do the kind of research necessary to prove cause and
>effect
>- it would be too expensive.>>
>
>The Internet is changing all that with cookies and click-throughs.
>
>Richard Brodie richard@brodietech.com
I am working on a study of "The Blair Witch Project" and the use of "viral
marketing" and "street marketing" that has been a major part of the rap
scene for years but was first really used big on Blair Witch. The long and
short of what I am working on is a study of the the methods used to
circulate interest in Blair Witch and how rumor-spreading was used to hype
the film in a manner that was far more successful than any traditional media
campaign could have hoped to have been with a B/W film. The internet played
a central role in the selling of the film. Fan sites and even faked fan
sites were used to give people just enough information to get the rumors
started. Simply put they leveraged the power of memes and meme type
thinking to make the worlds highest ROI movie. I will also look into
whether "viral marketing" is a one hit wonder that will die out or will
become an effective media technique in its own right. I would tend to think
that Blair Witch will "immunize" people heavily against future infection,
but not totally I would immagine... at any rate I would be interested in any
feedback people might have on "viral marketing" or memes in advertising
techniques...
Mark
University of Michigan-Flint
Philosophy/Psychology/Political Science
________________________________________________________________________
Get Your Private, Free E-mail from MSN Hotmail at http://www.hotmail.com
===============================================================
This was distributed via the memetics list associated with the
Journal of Memetics - Evolutionary Models of Information Transmission
For information about the journal and the list (e.g. unsubscribing)
see: http://www.cpm.mmu.ac.uk/jom-emit
This archive was generated by hypermail 2b29 : Mon May 15 2000 - 21:28:30 BST