ENG 2100: Writing 1 with Jay Thompson

Erick Nunez, Reading Responses, 11/29

  1. There has been a debate on how marketing was perceived in business in terms of the relationship between “buyer and seller” until it was understood that both parties contribute to marketing. 
  2. Present trend days asserted this contribution in both parties as development in technology has changed the behavior in consumers.
  3. The author explains how there has been minimal academic discussion on co-creational marketing and that this paper focuses on these co-creational practices. 
  4. Consumers began establishing a role in the marketing process by being a co-producer in the value of the product, specifically music.
  5. This resulted in the formation of five types of co-creational marketing such as viral marketing, sponsored user-generated brand (UGB) marketing, user-generated content (UGC) marketing, vigilante marketing, and prosumer marketing.
  6. Viral marketing essentially gives consumers the power to share artists music through social media platforms giving the producer little control of the marketing process.
  7. Sponsored user-generated brand marketing, also known as UGB marketing is when the consumer is able to contribute through contests set up by the artists/label which promotes music in a bit more of a professional way.
  8. User-generated content marketing, also known as UGC marketing, is almost like a mix of UGB and viral marketing which consists of video clips, mash-ups, Q&A’s and so much more made by the consumer, hence given the name “user-generated.” 
  9. Vigilante marketing talks about advertising strategies brands do in order to market an artist while also not getting paid to do so. 
  10. Prosumer marketing is when a consumer is much more hands on towards the creation of a product, in this case the music of an artist.
  11. The author restates his claim about the relationship between consumers and producers and how co-creational marketing strategies have evolved with the developments in technology. 

One thought on “Erick Nunez, Reading Responses, 11/29”

  1. Thanks, Erick! This is a very informative summary of the different types of collaborative/”co-creational” marketing. Was it helpful in conceptualizing your argument? And: Can you include the citation for the source you summarized here?

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