1. Marcom’s Role in Facilitating Product Adoption Chapter Six 2008 TOTY Awards2008 CES Awards

2. A. Adoption =Awareness, Trial, Repeat Purchase 1. Facilitated-Free Samples-Coupons -Advertising by-Coupons-[Distribution] -[Price] -Advertising -[Price] -[Distribution] -[Distribution] -[Prod. Satisfaction]

3. Radiohead announced recently that they're selling their new album for whatever you want to pay. Essentially they are giving it away as a free download. How does this strategy potentially change the recording industry and promotion within it? MP3s are given away for free, but it generates interest in the release. In addition, in order to buy it an e-mail address must be given which can be used for future marketing campaigns. The more saturation the band gets, the more demand for their live shows. Earlier this year Prince announced that he was giving away his new album for free in the Daily Mail. As a result, his 21 tour dates in London sold out. The artist follows up the free download with CD or Vinyl package or box set for those who want the higher quality format with the liner notes and imagery. Since Radiohead is no longer tied to a label, all the profits remain theirs. While building their fanbase, they can tell their fans they're ready to record their next release and take pre-orders which they can then use to record and distribute the next album. Adapted from ThreeMInds

4. 6/1/20154 Factors Affecting Adoption 1. Relative Advantage 2. Compatibility 3. Complexity 4. Trialability 5. Observability

5. 6/1/20155 Chapter Six Discussion Questions: 1, 4, 5 Facebook Ads Early Viral Marketing History "Gorilla" Marketing Wikipedia ambient marketing ambush marketing avalanche marketing buzz marketing cascading style marketing centrifugal marketing diffusion marketing exponential marketing fission marketing grass roots marketing organic marketing propogation marketing referral marketing ripple marketing self-perpetuation marketing self-propogation marketing street marketing wildfire marketing MarketingSherpa Top 12 2006 Word-of-Mouth (WOM), Opinion Leaders, “Buzz” About.com Viral Marketing Recent Popular Press Sources Word-of-Mouth Peer-to-Peer Slide Show Guerilla Marketing Mooninites- Boston