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Scooped by Matilda Alisi
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IMCrazy: Establishing Objectives and Budgeting for the Promotional Program

IMCrazy: Establishing Objectives and Budgeting for the Promotional Program | IMC | Scoop.it
Matilda Alisi's insight:

This was a great article, it has good insight on the importance of advertising.  Advertising is a way to make your product/services known or to reinforce your products message. This article touches on key aspects such as objectives and measuring sucess. This article provides images and diagrams to help better ones understanding. 

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Catrina Yang's comment, August 22, 2013 6:12 AM
Yes, this article explained the importance of advertising clearly. Many companies promote and establish their brands through advertisements. Advertisements make people aware of the product. Advertising is important to brands.
Jessie Shi's comment, August 22, 2013 6:16 AM
Matilda Alisi:I scooped this article too and I am totally agree with you. Advertising is used to delivery information to consumer about what a company can offer through various products and services. It reinforces the product’s message. According to this article we know that a successful advertisement can be measured by marketing and communication objectives and the value of objectives is guiding to develop the integrated marketing communication program. Moreover, "all phases of a firm’s promotional strategy should be based on establishing objectives, including budgeting, creative, media decisions, direct marketing, public relations, sales promotion, and re-seller support". Basically, advertisement is the key point of the promotional program.
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7 Rules of Integrated Marketing Communications

7 Rules of Integrated Marketing Communications | IMC | Scoop.it
Integrated Marketing Communications is a Marketing Technique that makes sure that all of your sales, marketing and prootional approaches and communications have been carefully linked with one another to execute your overall marketing strategy....
Matilda Alisi's insight:

This article discusses the benefits of IMC - IMC is a technique that ensures a companies message and communications have been carefully linked together. When IMC is done properly this could provide a company with a competitive advantage as mentioned in the article and it also can create bonds or loyalty relationships with customers. I agree with all 7 golden rules of IMC. The 7 golden rules are a guideline in keeping your IMC on the right path. One rule that stood out for me was "Concentrate on message clarity".  clarifying what the message is that you want to get across to your customers is very crucial and it is important every message reflects or links back to the core values of the company.

 

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Catrina Yang's comment, August 22, 2013 6:33 AM
This is a good article which is provided some good benefits of IMC. IMC has powerful ability to build relationship of both trust and loyalty. Now I am more understand how IMC is important to marketing.
Jessie Shi's comment, August 22, 2013 6:39 AM
From this article I know more about the importance and benefits of using IMC. It is a useful tool to create bonds and loyalty with consumers. IMC is not a new concept, but not many companies are using it, especially those small-size companies. The 7 golden rules are really helpful for company to get start it.
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Branding Strategy Insider | The Importance Of Color In Brand Strategy

Branding Strategy Insider | The Importance Of Color In Brand Strategy | IMC | Scoop.it
Effective and comprehensive brand strategy must consider the critical importance of color. Color is far more than a simple aesthetic consideration in the tool kit of components that make up brand identity and experience.
Matilda Alisi's insight:

This is a great article about the importance of colour in brand strategy. Often color is overlooked when it comes to brand strategy, many people tend to associate their brands with a color of their preference or what they think will look "cool" to the consumers eyes. However according to this article that should not be the case. I agree with this article, and the fact that the critical importance of color must be considered in brand strategy. Color creates more of an emotional engagement with the consumers, color has the ability to trigger a multitude of thoughts, memories and associations to people, places and events as mentioned in the article. And it can affect us in many different ways which is why it is an important Brand Strategy. When creating a new brand the colors used/selected should define the brand and its values. 

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Jillian Hor Maelynn's comment, August 18, 2013 9:13 PM
This is a very interesting article. Colours in a brand do play a big part in brand strategy. Many people just think colours are just simply colours, but many do not actually know how colours could actually affect a brand and causing first impressions and perception from consumers towards a brand.
Jessie Shi's comment, August 22, 2013 7:17 AM
It is a fresh and interesting article for me because I never think about the importance of color in brand strategy. Now I realized that color is a significant part in brand strategy because color shows a brand's feature directly. And an iconic color could impress people.
Catrina Yang's comment, August 22, 2013 8:29 AM
I never think about colour plays an important role in brand strategy. The colour of a brand is an essential character in the brand's story. Also, the interesting is colours affects people's mood. Like colour contains the mood of brand expression. Having people be in the most receptive mood is important for their engagement with the brands. I like this article!
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Branding Strategy Insider | Brand Messaging For A Strong Emotional Response

Branding Strategy Insider | Brand Messaging For A Strong Emotional Response | IMC | Scoop.it
Matilda Alisi's insight:

Creating emotional response is a great way to engage customers. This article goes through guidelines that can help marketers create a strong emotional response through brand messaging "without generating appropriate emotional response, no ad campaign can succeed" I agree with this statement, without emotional response = unsuccessful campaign leads to no customer engagement(interest) = customer finding another company to invest in. Keeping the brand message simple and close to home are a great way to make customers feel connected and engaged to your product or services.Creating something complicated or something out-of-the-box can leave your customers feeling confused or disconnected but sometimes creating something out-of-the-box can make the customer curious and want to find out more about the product. Focus on Faces, Make it memorable, Relevancy drives connection, always sell hope, dont lead with price, mirror the target markets values, and believability sticks are some other guidelines to help avoid an unsuccessful ad campaign. This article is really good.

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Jessie Shi's comment, August 22, 2013 6:16 AM
Matilda Alisi: This is a good article which talk about the importance of creating emotional response in order to engage consumers. Actually it's not hard for company to keep connected with its customers. I agree with you that keeping the brand message simple and close to home are a easy and good way.
Catrina Yang's comment, August 22, 2013 7:19 AM
Yes, Matilda. I agree with you "creating emotional response is a good way to engage customers." Brands can not succeed without the appropriate emotional response. This article provides some useful guidelines for markers to create emotional responses. I think there is a good point, always sell hope. When creating a powerful context, a way to enhance confidence and security is more important then sell products or services.
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Customer Engagement is Important in Today’s World - YNG Media

Customer Engagement is Important in Today’s World - YNG Media | IMC | Scoop.it
According to modern business approaches, positive interaction with clients and customers is important, as it can effectively build a long term relationship, between the company and the consumers.
Matilda Alisi's insight:

This article is about the importance of customer engagement, and how positive interaction with clients and customers can effectively build a long term relationship between company and customers. It also mentions that it is cheaper for a company to satisfy and maintain devoted customers compared to trying to attract new customers which I agree with. It is easier to make existing or loyal customers happy then trying to attract new customers. It also goes on to say that involving customers for example asking them to provide feedback about the company and its services. This is a great way to engage customers and make them feel included and that their thoughts are being heard because at the end of the day it is the customers who are purchasing the products so only they can provide insight to what they want and this piece of information can help the company to understand and meet their needs.

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Jillian Hor Maelynn's comment, August 18, 2013 9:16 PM
I agree with this article too! It is important to have a positive interaction with customers so that a positive long term relationship between company and customers can be built. Customers play a key role in viral marketing activity by providing referrals and/or recommendations for specific products, services and/or brands to others.
Jessie Shi's comment, August 22, 2013 7:09 AM
I totally agree with you. A positive interaction with clients and customers is so important because it can effectively build a long term relationship between the company and the consumers. Nowadays, it is necessary for company to understand what is customer engagement and try to figure out how to engage their customers.
Catrina Yang's comment, August 22, 2013 7:40 AM
Yes, I agree with you too. To build a long term relationship between companies and customers, the important thing is to have a positive interaction with customers. And I think attracting new customers and retaining loyal customers are both important for companies. Companies can firstly meet the loyal customers needs.