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Rescooped by Renee Huang from Brands and brand managment: The importance of brands!
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The Importance of Branding Your New Business - NYTimes.com-IMC-WEEK2

The Importance of Branding Your New Business - NYTimes.com-IMC-WEEK2 | IMC-Business | Scoop.it
Here's why early branding of a small or emerging company is key to business success.

Via Mike Kirkwood
Renee Huang's insight:

This article clearly describes how the branding is a key to business success, especially for new businesses. In general, the branding expresses what a business is, what it can offer, and why the business exists in the first place. 
For a company, the brand is first and foremost the company's face to the world. It is about the name of the company, the logo, and the communications in the company. The brand is also about how the company is perceived by customers. Lastly, a brand is a promise and a reason for the existence of an organization. With a clear band, the company can convey its key audiences, including customers, shareholders, employees, necessary information regarding its products, services and projects. 
Therefore, for a new business, except for funding and product development, branding is also very important at the initial stages and the stages of building its reputation. A successful band should be simple but symbolized and memorable.

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Wu Meng's comment, August 21, 2013 6:56 AM
This article shoes how the company product brands face to the world. The company name, logo how through an organization communications. Branding is also describing these same attributes for a company's products, services, and planning. Such as Apple product, it is simple and clearly designs.
Duncan Robertson's comment, August 21, 2013 8:42 PM
This article as Bronson has stated outlines the importance of branding a new business. Its the head start you need to get of your business in order for consumers to recognize it. The way you present your brand first off, is the vision that consumers will always see and it will become the face of the company as outlined in the definition in the article.
C hu ck's curator insight, May 14, 2014 6:28 AM

This article clearly describes how the branding is a key to business success, especially for new businesses. In general, the branding expresses what a business is, what it can offer, and why the business exists in the first place. The value to business of owning strong brands is incontestable (Clifton et al., 2003).
For a company, the brand is first and foremost the company's face to the world. It is about the name of the company, the logo, and the communications in the company. The brand is also about how the company is perceived by customers. Lastly, a brand is a promise and a reason for the existence of an organization. With a clear band, the company can convey its key audiences, including customers, shareholders, employees, necessary information regarding its products, services and projects. 
Therefore, for a new business, except for funding and product development, branding is also very important at the initial stages and the stages of building its reputation. A successful band should be simple but symbolized and memorable.

Rescooped by Renee Huang from Designing service
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Emotional #Marketing : What Makes Buyers Buy-IMC-WEEK4

Emotional #Marketing : What Makes Buyers Buy-IMC-WEEK4 | IMC-Business | Scoop.it
The Role of Emotions in Marketing What’s more logical: Option 1: Clearly stating the facts about your product/service offering and touting the benefits

Via Gladys Pintado, ThePinkSalmon, Fred Zimny
Renee Huang's insight:

This article is about the roles that Emotions play in marketing, to see what makes consumers buy a specific product.

Using the example of a washing machine, the author illustrates that emotional excitement an advertisement brings works better than the factual statement regarding the product. The main reason attributed to by the author, is that “we are not designed to listen to reason”, and “our emotions are the driver when it comes to our purchase decisions”. Personally, I think it is true, because I do consider myself an impulsive buyer.

Physiologically, our brains are wired for emotional response. Therefore, in the marketing area, successful marketers usually create emotional connections by using visual media and telling compelling stories.

Therefore, in emotional marketing, marketers should adopt a series of techniques to create emotional connections with consumers, including creating image-rich stories, adapting to different media, and using visuals wisely.

In brief, consumers are humans, who make quick decisions on actions based on an emotional response. 

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Yuhang Wei's curator insight, September 16, 2013 1:06 AM

Emotional response is probably one of the most comolicated but very important topic in marketing. This is because consumers' responese can be so different therefore consumer behavior also need to be learned by marketers. This article deeply discuss how the consumers response when they purchase stuff and analyse the reasons that could make buyers buy. Also, the article mentioned that emontional response can be happened in both B2B and B2C model after all "you are always marketing to humans" Quiet interesting points and very helpful for my IMC study.

Shichi Zhong's curator insight, May 14, 2014 12:24 AM

Emotional response is probably one of the most complicated but very important topic in marketing. This is because consumers' response can be so different therefore consumer behavior also need to be learned by marketers. This article deeply discuss how the consumers response when they purchase stuff and analyse the reasons that could make buyers buy. Also, the article mentioned that emotional response can be happened in both B2B and B2C model after all "you are always marketing to humans" Quiet interesting points and very helpful for my IMC study.

C hu ck's curator insight, May 14, 2014 6:26 AM

This article is about the roles that Emotions play in marketing, to see what makes consumers buy a specific product.

There are, clearly, several different types of advertising, and it is important to understand the role and purpose within the context of the specific advertising campaign (Yeshin, 2004). Using the example of a washing machine, the author illustrates that emotional excitement an advertisement brings works better than the factual statement regarding the product. The main reason attributed to by the author, is that “we are not designed to listen to reason”, and “our emotions are the driver when it comes to our purchase decisions”. Personally, I think it is true, because I do consider myself an impulsive buyer.

Physiologically, our brains are wired for emotional response. Therefore, in the marketing area, successful marketers usually create emotional connections by using visual media and telling compelling stories.

Therefore, in emotional marketing, marketers should adopt a series of techniques to create emotional connections with consumers, including creating image-rich stories, adapting to different media, and using visuals wisely.

In brief, consumers are humans, who make quick decisions on actions based on an emotional response. 

Rescooped by Renee Huang from Understanding integration
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Integrated Marketing: If You Knew It, You'd Do It-WEEK3

Integrated Marketing: If You Knew It, You'd Do It-WEEK3 | IMC-Business | Scoop.it
The glut of places to advertise makes it easy to confuse customers with contradictory messages. Execute a strategy that integrates all your efforts

Via Michael Peauafi
Renee Huang's insight:

This article mainly reveals one of the typical features of the digital age nowadays, which is fragmentation. Due to the emergence of various media, ranging from television networks, radio stations, print titles, to outdoor billboards, which are competing for attention from audiences, new marketing channels pop up every day with explosive messages. As a result, the audience’s attention spans are becoming increasingly fragmented. This is also the case for marketing.

The best way to overcome fragmentation in marketing is integration. The first aspect of integration is consistency. It means to communicate a consistent identity and deliver it consistently from message to message and medium to medium. The marketing strategy needs to be integrated into all aspects, including advertising, sales, customer services, and customer relationship management, so as to attract, retain, and engage customers.

Integration is important, but it is also true that marketing integration takes time and requires perseverance. Therefore, from my point of view, more emphases should be put on realizing the consistency, so as to capture consumers’ attention instantly and retain it for long. 

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Neshalin Naidu's curator insight, September 24, 2013 11:13 PM

Week 7- The power of ideas; integration across all media.

This article introduces a cause or initiation for integrated marketing communications that I was previously unaware of. With the increasing amount of mediums and channels that already have or are currently being introduced into marketing, fragmentation occurs. This is a result of consumer attention being exposed to so many platforms and messages that marketing communications just seem to get lost. Communicating a consistent identity from message to message and platform to platform is the key. Not just providing each platform with the same message with the same tagline and the same colour scheme and labelling it “integrated”. Using identity as the basis or foundation, messages can be tailored to suit the audiences of different mediums or channels without losing the structure and unification behind integration. Manipulating business identity as the idea and focal point for integration is what drew my interest to this article. Coordination, patience and time are very important to see the integration process through however, which is where most businesses fail.

Tyler 's comment, September 25, 2013 3:28 AM
A very relevant article Neshalin, I agree that theres is an increasing amount channels being introduced into marketing but is also causing the consumers to become fragmented. That reduces the chance of any message getting through. So I do think more channels opening to marketing could potentially be a bad thing.
Benjamin Finnigan's comment, September 25, 2013 8:39 PM
good insight Neshalin, this article talks about the problem of fragmentation that occurs with in many marketing programs today. this article states the the soultion to fragmentation is an integrated marketing approach
Rescooped by Renee Huang from Just Story It! Biz Storytelling
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Using Storytelling to Ignite Word-of-Mouth Marketing- IMC-WEEK-1

Using Storytelling to Ignite Word-of-Mouth Marketing- IMC-WEEK-1 | IMC-Business | Scoop.it
Storytelling is by far the most underrated skill when it comes to business. Gary Vaynerchuk, master marketer and entrepreneur Even...

Via Karen Dietz
Renee Huang's insight:

This article argues about how the “word-of-mouth marketing” is important to brands. Personally, I also agree that the power of “word-of-mouth” cannot be ignored. 
Consumers have positive and negative experiences when shopping, and they usually tell the people they know about their experiences. In other words, the conversion between consumers about brands is far more influential than any advertisement has been or ever will be. For statement and proof of this situation the article also provided a survey, which asked consumers about factors influencing their purchase decision. The result showed that 92% people would trust recommendations from people they know, or even opinions and comments posted online by strangers. In addition, the positive influences can bring benefit to the brand, and on the other hand, the negative influences can also be amplified exponentially through word of mouth. 
Therefore, for marketers, it is essential to have consumers engaged, so as to promote the brand and try to avoid the negative influences. In this post-advertising age, when consumers have been exposed to various sources of information, the marketers need to make good use of all kinds of media available and turn themselves into stories or create a brand narrative for consumers to unearth, engage with, and explore. When consumers have positive experiences in the process of associating themselves to the brands, they will be willing to recommend the brands to others.

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Wu Meng's comment, August 22, 2013 12:51 AM
I agree with that the word of mouth impact on consumer experience. it is focuses on positive and negative, people choosing brands product through some advertisements, but many people trust information from onself.
Karen Dietz's comment, August 22, 2013 12:38 PM
Thank you Wu for your comment. All of these are great reminders that in this day of social media, it is still important to pay attention to word of mouth marketing, which has significant impact on a business. For anyone who wants to know more, Google the Word Of Mouth marketing association.
C hu ck's curator insight, May 14, 2014 6:27 AM

This article argues about how the “word-of-mouth marketing” is important to brands. Personally, I also agree that the power of “word-of-mouth” cannot be ignored. 
Consumers have positive and negative experiences when shopping, and they usually tell the people they know about their experiences. In other words, the conversion between consumers about brands is far more influential than any advertisement has been or ever will be. For statement and proof of this situation the article also provided a survey, which asked consumers about factors influencing their purchase decision. The result showed that 92% people would trust recommendations from people they know, or even opinions and comments posted online by strangers. In addition, the positive influences can bring benefit to the brand, and on the other hand, the negative influences can also be amplified exponentially through word of mouth. 

Normally, both online and offline advertising has become a powerful weapon to hit the market because it not only achieves advertising’s effectiveness, but also provides consumers with a great deal of information about a new brand or product (Plummer, 2007). Therefore, for marketers, it is essential to have consumers engaged, so as to promote the brand and try to avoid the negative influences. In this post-advertising age, when consumers have been exposed to various sources of information, the marketers need to make good use of all kinds of media available and turn themselves into stories or create a brand narrative for consumers to unearth, engage with, and explore. When consumers have positive experiences in the process of associating themselves to the brands, they will be willing to recommend the brands to others.

Rescooped by Renee Huang from Planning, objectives, budgets, and measuring success. Milestone 2
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IMCrazy: Establishing Objectives and Budgeting for the Promotional Program-WEEK5

IMCrazy: Establishing Objectives and Budgeting for the Promotional Program-WEEK5 | IMC-Business | Scoop.it

Via Zeisha Amy Flavell
Renee Huang's insight:

This article is mainly about the importance of setting measurable and realistic objectives in the process of product promotion, including making budget plans. 
Customers are aware of the product through being exposed to advertisements, but the success of an advertisement is measured by marketing and communication objectives. 
In order to set objectives, interaction and coordination within the company and between the company and the advertising agency are of great value, so as to promote the brand more effectively. 
Setting objective for product promotion involves aspects from budgeting, marketing, public relations, and so forth. In the later stage, to see whether a promotional strategy works or not, objectives serve as a benchmark. 
In addition to be measurable, a good objective also needs to be targeting specified audience and with clear time period. Some parameters of objectives are measurable variables as market share and profits. 
I agree with the statement that marketing objectives play a vital role in brand promotion.

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Callum Sweeney's comment, April 8, 2013 10:01 PM
This is a good article because marketers are always concerned that they are wasting money on advertising. Marketing and advertising efforts always need to be looked at and evaluated so that advertising spend will deliver the best results possible.
Huiqing Chen's comment, August 21, 2013 6:48 AM
This article makes a good point that a good objective plays a vital role in promotion because I think that a good objective can guide the whole promotion program to the right track, and meanwhile marketers can has a clear goal to know what they're trying to achieve.
Wu Meng's comment, August 22, 2013 1:03 AM
It is good article shows objective makes a good promotion. such as make an advertisement budget and how much money spent on it. so the marketers can throug good objective program achieving their needs goal.