MCS 3620 Lecture Notes - Lecture 8: Content Marketing, Micromarketing, Super Bowl

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 3620
• Professor: robmclean

Document Summary

Superbowl advertising subject: consistent products, household commodities, beer, cars, financial services, movies. Superbowl advertising themes: consistent themes, tear jerkers, comedy, social issues. Content marketing: content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience. And, ultimately, to drive profitable customer action. Types of direct response: direct marketing: developing an offer, communication the offer, accepting offers and delivering orders directly to consumers, direct response advertising: ads placed in any medium that generates an immediate and measureable response. Importance of direct response: direct mail alone accounts for 9. 4% of net advertising revenues, direct mail is the fourth most utilized advertising medium after television, the internet and newspaper, this does not include other direct response media forms. Growth of direct response: increased accountability, ability to nurture relationships at a personal level, advances in database management technologies.