MKT 2210 Lecture Notes - Lecture 31: Personal Selling, Customer Engagement, Branded Content

• School: University of Manitoba
• Department: Marketing
• Course: MKT 2210
• Professor: Malcolm C.Smith

Document Summary

Oline: face-to-face selling, direct mail, catalogues, telemarkeing, and direct response adverising on tv, radio or print. Online: internet, email campaigns, online display ads, pay per click ads, and social media to drive consumers to landing pages, websites and microsites. Metrics are used to evaluate success such as business leads, traic generaion, and direct orders. Lead generaion: the requests for addiional informaion that result from direct response markeing. Traic generaion: the visits to a locaion or website that result from direct response markeing. A successful direct markeing approach uses a loyalty crm database. Intent is to obtain a greater share of wallet form its customers. Event markeing: the creaion or involvement of a brand in an experience or occasion that will heighten its awareness, create posiive associaions, and generate a desired response. Sponsorship: when as adveriser pays a fee in exchange for inclusion in an event, involvement in its adverising opportuniies or exposure within the event itself.