MRKT 453 Lecture Notes - Lecture 11: Mississippi Highway 1, Sales Promotion, Medieval Commune

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Email catherine fontaine (@mail. mcgill. ca) if interested in working for mcgill. Imc objectives: this is the starting point of our strategy: target: who am i talking to, task, time. The 3 ts get us to the 3 ms: message, appeals: Rational (price, categories where this works, what types of products this works for and involvement, comparison) Plot: plot helps us process and share the message. Theme: the takeaway: virality : the contents of the things that go viral. What is it in the content of the message itself that makes audiences want to share it and engage with it: media. Direct marketing this is what we"re looking at today! Trying to stimulate an immediate response most important! Tends to be highly targeted / personalized most important! These are the 2 main, most important points when defining direct marketing. Also often goes directly to consumer one-on-one relationship between firm and consumer. Also cpm tends to be higher (reflects better targeting)

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