Rushkoff Definitions

Neuromarketing- marketing that is focused specifically towards a group based on their thinking patterns. The goal is to try to make the consumer make unconscious decision making with their buying. These are your impulse buys, things you are convinced you absolutely need and don't question it. These would be your buys that you see in the final checkout line, things you don't actually need but get anyways.

Emotional Branding- branding a product based on the emotional tendencies of the buyers and making them feel trusting of the brand. This can be seen in your over dramatic medicine commercials where they show how much this generic medicine will help you in extreme ways making whatever symptom your having cured by the product.

Creating a Culture around the Brand- this one is somewhat self explanatory. This is where you try to make a lifestyle that the buyer will feel they are partaking in while using the product. Obviously this is a good and positive lifestyle usually. The example used in the film is the Song Airline, which was heavily culture based around the brand.

Narrowcasting- the one-on-one persuasion done with specific messages being sent to specific persons within specific demographics. This was shown in the film when they showed a person polling citizens door to door during the 2004 election where depending on the information the government had on each home they could give each home a different message focused directly at their interests.

Rhetorical Marketing- persuasive marketing that is focused on the specific words used in each ad. Every word is seen as extremely powerful and can change the success or failure of a message easily. The example used in the film was the change of referring to Global Warming as Climate Change (which really is the scientifically more accurate name anyways to describe what is truly going on).

Under the Radar Marketing- unconventional marketing placed where the consumer will not be looking or will overlook easily but still recognize it. An example would be real brands and their ads being imbedded in video games and viral videos where the consumer or watcher doesn't realize that they are seeing ads while enjoying their entertainment.

Across Media Marketing- this is your marketing seen in many different forms and translates well over all different mediums. An example would be television shows or movie ads, which you see everywhere other than the big screen seemingly.

Product Placement Across Media- another one thats pretty self explanatory. This is where you see brand name products seen in other ads or mediums. This is seen all the time in your movies where everyone is only using one brand of phone or drinking one brand of drink throughout the entire film.

Guerilla Marketing- an unconventional system of promotions that relies on time, energy, and imagination ranther than a big marketing budget. These are usually agressive and very intriguing ads that are not what the viewer is expecting. The example here would be the group that projecting graffiti up onto buildings to send their message, but didn't actually permanently damage the buildings.

Viral Marketing- marketing seen online. This could be the ads that you now have to sit through before watching some youtube videos or the ads all over the margins of facebook.