From what I have read this article has given a brief explanation on why a budget is useful it also states how it has been integrated in an IMC campaign. In any business situation to successfully make the most of anything you have to have an incisive budget, this ultimately forces the company/ company’s to evaluate and outline their current financial situation. eventually this element this allows the company to monitor the progress and adjust or change if circumstances need them to.
this article states that building an emotional connection with a brand is seemingly on of the most important factors in creating an emotional connection with the brand and its consumers today.
principles based on integrated marketing communications and public relations are generally incorportaed. these principles in theory help to “managing customer relationship that drive brand value.” And brand value helps in building long-term relationships with customers.
this article also makes a valid point in saying that brands often are constantly seeking to win people’s wallets by way of their hearts. this states to the arguement that brands should be more aware of forming an emotional connection with its consumers are not everyone percieves value the way way, it all depends on how much their brands inheretly means to them. so why do some brands choose to ignore this crutial aspect of brand building?
this article mainly explains the key elements that drive us as consumers to purchase good or services when we are influenced by our emotions. this is because our emtotions may effect of rational thought of evaluation things and change our perceptions on how we view certain offering depending on the state of mind we may be in at the current time. emotions are certainly a necessary ingredient to take into consideration from a business stand poitn especially those who implement and IMC process and target marekst needs to be taken into consideration. consumers perceive "the same type of personality characteristics in brands as they do in other people”.
it goes back to the statement that say : " A brand is nothing more than a mental representation of a product in the consumer’s mind. If the representation consists only of the product’s attributes, features, and other information, there are no emotional links to influence consumer preference and action. The richer the emotional content of a brand’s mental representation, the more likely the consumer will be a loyal
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