MKTG 2201 Lecture Notes - Lecture 5: Federal Trade Commission, Direct Response Television, Social Media Marketing

• School: Northeastern University
• Department: Marketing
• Course: MKTG 2201
• Professor: Rick Andersen

Document Summary

Chapter 14 direct, online, social media, and mobile marketing. Direct and digital marketing engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships. New direct marketing model: used as a supplementary channel or medium and constitutes a compete model for doing business today. Ex: internet, smartphones, tablets, and other digital devices. Direct marketing is becoming more internet based. Claims a surging share of mobile marketing. Digital and social media marketing: using digital marketing tolls to engage consumers a(cid:374)(cid:455)(cid:449)here, a(cid:374)(cid:455)ti(cid:373)e (cid:448)ia their digital de(cid:448)i(cid:272)es. Multichannel marketing: using both traditional and digital marketing channels. Convenience, speed, price, product information, service and brand interactions. Online marketing marketing via the internet using company web sites, online ads, and promotions, email, online video, and blogs. Marketing web site a web site that interacts with consumers to move them closer to a direct purchase or other marketing outcome.