Social marketing: promotes a social cause/good (Coca-Cola happiness, let’s go crazy, small world) How to make non-traditional marketing work? Message clarity (TNT) Legal and ethical issues (Carlsberg, Carrie, Nivea) Non-Traditional Marketing
Effectiveness measures must be related to promotion objectives Awareness Exposure: number of exposure (GRP = Reach * Frequency) Reach: the number of different people or households exposed to a particular media schedule at least once during a specified time period Frequency: the number of times within the specified time period that an average person or household is exposed to the message. Retention: aided recall, unaided recall Preference Attitude, preference Behavior Sales (but difficult to tease apart the effect of different marketing elements) Product inquiries, website visits, social media sharing Measure Effectiveness
Looking Ahead: BMW Films Case Preparation: BMW Films 1. Relative to previous years, how is BMW doing in North America at the time of films launch (e.g., sales, brand image/positioning, success of their marketing campaigns)? 2. What are the different segments of BMW’s customer base? What are the characteristics of each of the segment? Who is BMW’s most profitable customer? 3. What do you think of the different aspects of the campaign, e.g., distributing/promoting the films (cost, logistics), creative content of the films, audience reach, etc? 4. Why did BMW launch the campaign? Was this campaign a success?
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- Spring '17
- Marketing, right promotion mix