MRKT 453 Lecture Notes - Lecture 12: Promotional Mix, Direct Marketing, Sales Promotion
26 May 2016
School
Department
Course
Professor
Document Summary
Lecture 12: imc part 1: evaluation breakdown. Cons: you don"t have full control over the story/message): how we"re being evaluated for part 1. Including the promotional mix: advertising, direct marketing, public relations, digital marketing, personal selling, sales promotion. These are the things we had to talk about in part 1: segmentation: about narrowing down the huge group of ppl into manageable/digestible segments to analyze. Within the students segment, we get the attendance frequency subset: those who"ve never went vs those who"ve gone once or twice / special occasion vs regular attendees. Why students go: hockey enthusiasts vs social entertainment vs cultural experiencers. Within subset of hockey enthusiasts: go for love of game of hockey, love of sports in general and action, etc. Within those cultural experiencers (who go to experience the hockey culture): see hockey for the first time, experience. T the question then becomes: what are the relative sizes of these segments/groups: drivers of attendance.
