| MRK 106,
MARKETING
As Taught by Prof. Tim Richardson Sept - Dec 2018 |
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Assignment 1
Viral Marketing
referencing witiger.com/ecommerce/viralmarketing.htm
| Introduction | After thoroughly
reading the unit on Viral Marketing, students
will write about what they would do to launch a viral marketing "thing".
It could be a video to "go viral" on YouTube, it could be an internet meme, it could be an image or a slogan or some idea. Basically, your only limit is your imagination. Understand that one of the reasons companies are hiring smart young Seneca grads in marketing is that these grads have the ability to concoct exciting, innovative ideas which helps a company gain a competitive edge in a world were "kewl" ideas are common. To be successful in a competitive and technological world, you have to be very very "kewl" otherwise people won't pay attention to your new product or idea. |
There are several main types of viral messages:
1. Pass-along
2. Incentivised viral
3. Undercover
4. "Edgy gossip/Buzz Marketing"
5. Anonymous matching
6. Guerrilla Marketing
Pick one type.
The key thing is to use your imagination to think about how you could do something, or create something that would be very attractive or interesting to be passed along by many people - and that the passing along of this idea / message would help a company wih their branding and promotion objectives.
Discuss any anticipated advantages,
or disadvantages for a company using your idea.
Talk about your idea in
the context of whether it is for a physical product or a service.
Mention the industry sector
(auto, tourism, IT).
You can note any examples
that are similar, such an existing YouTube video from a competitor.
You do not have to make
the viral video, you just have to explain what you'd do if you had the
chance to carry out this project "for real".
The emphasis is on creative
thinking.
Be narrative - tell a story
about how you came up with the idea.
Who did you talk to.
What promoted you to think
of the idea.
Are there any similar ideas
/ videos which contributed to your idea.
If you use info from the
Web, be sure to say where it came from, and you can always printout a page
from the site
and include it in an appendix.
This assignment will be
worth 10 percent.
It can be done individually
or with a partner. No groups of 3 or 4.
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