I found this article interesting as it broadened my understanding of marketing touch points that I usually wouldnt think about and come naturally to me - such as online and email marketing. After reading this I never thought about how all these touchpoints are to be consistent with eachother in IMC and how branding can be extended through all these channels. Do you think all touch points mentioned need to be used to effectively communicate a brand's message?
Advertising is seen as a creative strategy, and is developed by creative types. It creates a solution to problems involved in communicating a message, which assists in the overall picture of IMC. Having a knowledgeable and creative team for a brand's creative strategy is a beneficial competitve advantage for an organisation, however it is very difficult to achieve. Adveristing is used to communicate an idea in a creative but informative way, which involves quite an art.
The article demonstrates the importance of using direct marketing to attract customers through innovative techniques. It was a very enjoyable article to read as it shows some creative and innovative promotional ideas and examples that organisations have successfully created. It shows the importance of digital and interactive marketing and the potential it can have to influence direct marketing. Although traditional marketing methods such as TV commercials reach a larger amount of consumers, successful direct marketing has far more impact. Do you think it's better to make a small impact on lots of people - through traditional marketing methods, or a large impact on a small number of people through direct marekting?
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