Describe how viral marketing works and discuss its relationship to MPR

Question

What will be an ideal response?

Answer 1

Viral marketing is a marketing phenomenon that facilitates and encourages people to pass along a marketing message. This type of marketing is called "viral" because the way consumers are exposed to the message metaphorically resembles the passing of a disease from one person to another. Traditionally, direct marketing has included direct mail, direct response television and radio commercials, infomercials and catalogs. In the early days of online communication, direct marketing has relied on the use of e-mail messages. However, consumers are generally reluctant to open and read unsolicited e-mail communication received over the Internet. Moreover, recent anti-spam legislation and consumer fatigue have rendered the online environment more difficult for direct marketing efforts. As a result, marketers have been looking at other methods to leverage the benefits of e-mail, such as MPR. MPR campaigns generally increase consumer awareness of products through word-of-mouth and media mentions, leading to a more receptive audience for direct marketing messages. MPR generates awareness and fosters needs in the minds of consumers, while direct marketing messages are intended to complete the product sale.