IMC - Milestone 1
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IMC - Milestone 1
A collection of articles relating to the themes discussed in class
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Rescooped by Courtenay Poihega from IMC articles discussion!

Setting Objectives for the IMC Program Marketing Communications

Setting Objectives for the IMC Program Marketing Communications | IMC - Milestone 1 |
One reason so much attention is given to advertising objectives is that for many companies advertising has traditionally been the major way of

Via David Yang
Courtenay Poihega's insight:

Setting objectives for an IMC program is vital when using marketing communications. The use of marcomms are there to support and complement the program in ways that will work towards a company's goal.


This article gave a quick look into how effective marcomms planning can hugely benefit an IMC program by starting with the customer and working towards the brand. If the planners begin with the consumer, research can be made into which media outlets are being used which can then be relaid back to the marketers who will be able to determine which marketing message is the most relevant and at what time the consumer was the most responsive to that message. This type of planning will help to create an effective IMC program with marcomms that focuses on promotional strengths.

David Yang's curator insight, April 9, 2013 12:42 AM

Setting Program Objectives
Professor Don Schultz calls inside-out planning. He says, "It focuses on what the marketer wants to say, when the marketer wants to say it, about things the marketer believes are important about his or her brand, and in the media forms the marketer wants to use." 

Andrew Wild's comment, April 9, 2013 4:20 AM
Professor Tom Duncan, who argues that IMC should use zero-based communications planning, which involves determining what tasks need to be done and which marketing communications functions should be used and to what extent. Often when we think of promotional expenditures of firms, we think only about the huge amounts being spent. We don't usually take the time to think about how these monies are being allocated and about the recipients of these dollars. The budgeting decisions have a significant impact not only on the firm itself but also on numerous others involved either directly or indirectly.
Avinash Kumar's comment, April 9, 2013 7:33 AM
agree with the view point indicated in the article, i agree with Prof. Tom Duncan and his approach of having an structured approach towards marketing communications and its utilisation(s).
Rescooped by Courtenay Poihega from Organising for IMC: marketing communications partnerships!

ABC's of IMC: IMC Introduction

The basic task of marketing is combining these four elements into a marketing program to facilitate the potential for exchange with consumers in the marketplace. Integrated Marketing Communications: Evolution of IMC: ...

Via Fatana Faghiryar
Courtenay Poihega's insight:

A very helpful and informative article on basics and importance of IMC and the partnerships it has with marketing communications. This blog entry gives insights into how marcomms programs are vital to adapting and responding to the changes in marketing such as: fragmentation of mass markets, consumers gaining mre control over communication and the rapid growth of internet and electronic commerce.


What these partnerships aim to achieve and work towards are multi channel mareting and promotion all of which need to be integrated for successful branding. A successful IMC program requires the right amount of communication tools and techniques by defining marcomm roles, how its being used and the effect it will have on the brand and consumer.

Delzin Balsara's comment, May 9, 2013 4:42 AM
This is a good article. consumers and the environment are constantly changing . Marketers influence the changes which attract consumers shifting to a change in thoughts and values. This article shows the way businesses communicate with their consumers.
Prianka Patel's comment, May 9, 2013 5:26 AM
This is a great article to study the way IMC works and the definition being taken into process. for beginners to just have a broad view of IMC in marketing and the way marketing tools work it is a good article for that. but i think that this article should have shown how IMC is being implemented today in real organizations as i am curious to know how many companies actually operate in the view of imc? this article definitely states how IMC growth and role of importance of a brand in terms of IMC is very important especially how communication is an important in both of these growing sitautions.
Labroye Tauevihi's comment, August 22, 2013 9:59 PM
I like how this article discusses how IMC is changing with the ever changing world. It gives a great in depth view of IMC and also focuses intently on having a marketing strategy that is able to adapt to the chaning environment and society. @Courtenay raises a good point in her last sentence of her insight where it states "A successful IMC program requires the right amount of communication tools and techniques by defining marcomm roles, how its being used and the effect it will have on the brand and consumer." I agree with this statement and think that all brands should apply this to their own IMC structures.
Scooped by Courtenay Poihega!

Instagram is linchpin to mobile’s multichannel success

Instagram is linchpin to mobile’s multichannel success | IMC - Milestone 1 |

Instagram helps brands fuse social, mobile marketing


SUMMARY: Brands such as Grey Goose and Taco Bell are turning to Instagram to drive consumer engagement and fuse their mobile and social media marketing efforts, experts say. The image-sharing site is easy for brands to get started with, and potentially allows them to make contact with customers while they're actually out on shopping trips.



Courtenay Poihega's insight:

Relatively new social media platform Instagram is quickly becoming an engagement channel brands are looking to successfully market through. Instagram is an image-heavy app that can be downloaded onto mobile phones and allows users to share their images or videos onto other social media channels such as Facebook, Twitter and others


Although marketing via social media is not a new concept, implementing Instagram as a new marketing channel is clever, innovative and dynamic; particularly in a world where breaking the consumer perception level is increasingly becoming more difficult. It's success lies in the app's popularity on mobile phones and allows companies to easily break into social, mobile marketing and directly engage with their consumers unlike ever before. For brands that use Instagram, they are able to sell themselves in a way that is relevant and visually enticing for consumers in the form of pictures and videos building relationships with the potential of brand loyalty and repeat purchase.


Despite all the excitement, Instagram does have its strategic shortcomings for those looking to use the social media app, Unless the market they are planning to target are heavy social mobile users, they will not experience the same benefit as Taco Bell and Grey Goose. Instagram is also a channel that will require constant maintenance with relevant material to keep the engagement at an optimal level.

Matt West's comment, August 21, 2013 4:49 AM
I agree with Abby on this one that businesses world wide are relying more and more on social media to get their products and ideas out to the consumers. Instagram is an especially effective tool to use because of its instant uploads which allow the customers to be fully up to date with the latest trends. This function, on top of the already easy to use 'app', makes this a very effective marketing tool for any business.
Callum Wood's comment, August 21, 2013 5:04 AM
i agree with abby that social media is growing heavily and that this can be used to businesses advantages for marketing purposes. the social marketing allows consumers to interact with brands and provides a more personal experience for consumers.
Labroye Tauevihi's comment, August 22, 2013 9:27 PM
This article is great at focussing on how online sites have affected the world of advertising and marketing with Instagram being its focus. Pictures can say a lot more than words and can also leave an impression and a view in the consumers mind. It is also a faster way to communicate with the consumers as many times it is just a quick glance at a picture that may garner one's attention, as opposed to having to read something to find out what it is about. Also instagram is easily accessible and can be used at any time of the day and will always be with the consumer (if they always have their smartphone with them), so there will always be an opportunity for your brand to be seen by others.
Rescooped by Courtenay Poihega from Week 4 - The Consumer and the Communications Proccess!

How Emotions Influence What We Buy

How Emotions Influence What We Buy | IMC - Milestone 1 |
The emotional core of consumer decision-making (How Emotions Influence What We Buy | Psychology Today

Via Francisco Teixeira, Alice Burke
Courtenay Poihega's insight:

This article outlines the importance of eliciting consumer emotional responses to influence their decision making. It briefly outlines the studies of Antonio Damasio and his views on 'thinking' vs 'emotional' - when consumers are faced with a making a decision, one will not be made if there are no previous relatable emotional experiences for them to draw from.


The influence of emotion on consumer behaviour is lightly touched on as well. Studies have shown that when evaluating brands, consumers primarily use emotional response rather than information gathering. Emotional responses to Ad's also influence buying intent moreso than the content of the ad itself. The most interesting part I found in the article was summing up that a brand is a mental representation of a product in the consumer mind. If there are no emotional links to that brand, there will be no influence on buying intent or preference. That ultimately reflects every decision making process any person goes through, I myself can recall countless times where I have chosen to not purchase a product simply based on emotional responses. 


Overall this is a recommended article to read to understand the importance of communicating with consumers and how their emotional responses will alter consumer behaviour. It also highlights the importance of appealing to consumer emotions when marketing or advertising a brand.

Yujue Wang 1250401's comment, August 22, 2013 6:02 PM
Thanks for Elaine to share this article!This article emphasize the importance of emotional effect in marketing Emotions determine the likeability more when people purchase products. Firstly, advertising of brand products get recalls from customers' individual experience so that people prefers more of those products. Because the advertising represent from the aspect of customer so they can get easily emotional evolved and become loyal to the story as well as the object of emotions- the products. Secondly, the brands as well as people have the different characters in terms of the advertising methods, the descriptions. Thirdly, the narrative of advertisement is also essential. It represents how the customers can be cared and involve in the story. Therefore the products will be more favorite by the customers. Fourthly, the power of emotion will force people to make decisions since the sense of insecurity dominates people to prefer self-protecting products. At last, the digital medias influences not dramatically to customer decisions. All in all the study of physiology of customers would help to accommodate the flavors of products that customers prefer.
Labroye Tauevihi's comment, August 22, 2013 9:49 PM
A strong point is delivered in the very first part of this article stating "Most people believe that the choices they make result from a rational analysis of available alternatives. In reality, however, emotions greatly influence and, in many cases, even determine our decisions." This statement alone is great at defining the emotional behaviours of consumers. Further into it it goes into more detail and discusses how one may buy the latest iPhone to make them feel good about themselves and get out of any insecurites that may come with not having a flash phone. I agree with @Courtenay's point of if consumers aren't emotionally connected to the brand, then they are less likely to purchase it.
Peter Simunovich's curator insight, September 22, 2013 11:25 PM
In the article “How Emotions Influence What We Buy” shows how emotions greatly control and influence what the consumer will purchase. The article stats how one professor studied how when a consumer is confronted with a decision emotions from previous, related experiences affix values to the options we are considering. These emotions create preferences which lead to our decision. Then the article goes on to explain how emotions affect the consumers behaviour. When a consumer is evaluating a brand they will primarily use their emotions like person feeling and past experiences rather than information. Most advertising research shows that emotional response to an ad has much more influence in the consumers buying behaviour than the content of the ad. The article stats a study that shows that positive emotion towards a brand have great influence on brand loyalty and trust. In conclusion the article talks about how much of the customer’s behaviour towards a brand and purchasing is effected by their emotions.
Rescooped by Courtenay Poihega from Public Relations & Social Media Insight!

Why branding works -

Why branding works - | IMC - Milestone 1 |

The desire to be part of something bigger. To really understand what it is about branding that appeals to people, we first have to understand the deeply entrenched set rules that we as people, animals, or however you would like to refer to yourself, actually work to, whilst observing the guidelines, parameters and systems that we work within…sure Brands act as a sign post for the product or service, building associations etc but that’s not all and not enough either.


To avoid going into the deep physiological motivations that affect all of us, for the purposes of this article I am forced to make some sweeping generalisations. The first of these is that beyond all other emotional requirements, we have an unending drive to be understood. Understanding is the lifeblood of our emotional state. For those of you that wish to do a little back reading about this somewhat broad statement, I can suggest several well written studies, that do a far better job of explaining why this is than I can deliver in this short thought piece.


To illustrate: have you ever noticed that most people actually quite like talking about their thoughts, feelings, opinions and emotions to other people. We see the evidence of this in the massive popularity of status updates and tweets etc…

Via Jeff Domansky
Courtenay Poihega's insight:

Just a brief and straight-forward piece on essentially the basics of branding and its strategic importance to consumers.


How a brand positions itself in image, identity and equity greatly influences and impacts the way a consumer percieves it. Brands need to make themselves easily understood by consumers and make consumers believe that when they invest in that brand, they will become a part of a group. Appealing to a consumers 'inner most emotional desire' is what makes or breaks a brand.


This article provides a lot of interesting and vital points that marcomms should take into consideration when working with brands. Consumers will be attracted to brands that stand for something greater than the product or service they're selling - this is because a majority of purchases made on a daily basis are made emotionally as opposed to rationally. I also think that when a brand has that intrinsic emotional appeal; getting their message to consumers through all the marketing clutter becomes a little more easier for them.

Rui Dong (1248713)'s comment, August 21, 2013 10:33 PM
Hi Steven, I found that this is a very good article about brand thing. We have many ways to run and manage a brand, but the first and the basic point is that we have to understand the deeply entrenched set rules that we as human with those guidelines, parameters and systems and so on. I agreed with what Steven said, brand is not only about the products and service, but also presents enterprise values, missions etc. Most consumers are emotional buyers, so that how could we get them interested in what we are talking about and keep watching our brand and relevant productions and services is become the key point. This article gives an example, which is why individual people work in a team can achieve more. Because they could share their understanding based on a common goal, and team is the best platform.
Labroye Tauevihi's comment, August 22, 2013 10:43 PM
I found this article to be very informative when discusseing brand management. In particular, I found the vivid visualisations of how the author used everyday scenarions to compare it to how branding should work. This made it a lot easier and allowed for a much more clear understanding of the points abour branding that the author was trying to get across. It is also interesting when he discusses the points about what we buy will represent ourselves to the world. Something I highly agree with. I tend to think that what people are wearing can aid in defining who they are as a person. The clothes act like an outer skin that can project our personalities and I think branding is similar to this, by promoting the products they are trying to sell.
Elaine Li's comment, August 23, 2013 12:16 AM
Hi, Steven, thank you sharing this article, I totally agree with your insight.
This article shows many different way to manage the brand. This article shows teamwork is much better than individual work also shows people working a company with very famous brand, they will feel proud of it. I agree with what Steven said in his insight, brand is about service and product of the company and the most important thing is brand also can represent the user. The insight also mentions to build a brand need have a unique ideas, to let customer think your brand is much greater than others. A good brand can ring many benefits to your company