MRKT 354 Lecture Notes - Lecture 1: Social Media Marketing, Swiffer, Problem Solving

• School: McGill University
• Department: Marketing
• Course: MRKT 354
• Professor: Bill Mandelos

Document Summary

Impact attitude change or linkage with the product. Motivate target to retain and acquire more information. Top 5 do"s and don"ts in creating marketing communications for brand. Vary your communication channels online, print, etc. Know your target market and how often to communicate to them. Do something to stand out/differentiate yourself due to oversaturation of advertisement. Don"t advertise too much or people will get annoyed. Seeking customer action (buy or try a product) Impact behavioral direct call to action. Easier to resolve issues quickly and get feedback. The average number of times an audience is exposed to a message over a period of time. Low ad exposure (tm does not see it) 60% was already attained after 3 days in the example. Creating an intent to purchase among a good portion of the target. Insufficient ad frequency and/or action not clearly specified. Low levels of desired action (steps clearly indicated) Building customer awareness and comprehension to target market.