200086 Lecture Notes - Lecture 11: Brand Equity, Direct Marketing, Digital Marketing
Week 11: Direct and digital marketing
Direct marketing
Objective:
Encourage purchases
Seek best prospects to achieve the objective
Interactive proccess-not just about passing info
In dm,when frequency increases,awareness fall
Gain direct response from customers-
directally measurable
2 way flow of info
Marketing sent directally to customer
Responses to dm -purchase of brand + attending event
5 key components of direct media campaign: OMCDF
Crowdsourcing-two way engagement
-audience functioning in roles that would be normally assigned to employees
Activities:
Designing product
Creational promotional campaign
Show story of value of product
Components-
1.
