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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 | Scoop.it
Here's why early branding of a small or emerging company is key to business success.

Via Mike Kirkwood, Renee Huang
C hu ck'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. 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.

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Huiqing Chen's comment, August 21, 2013 6:37 AM
I agree with Renee Huang's idea that branding is the company's face to the world. It leaves the first impression to customers and, as known, the first impression brings great influences to the further perception of customers.
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.
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Emotional #Marketing : What Makes Buyers Buy-IMC-WEEK4

Emotional #Marketing : What Makes Buyers Buy-IMC-WEEK4 | IMC | 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
C hu ck's insight:

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. 

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CHEN SUN's comment, August 21, 2013 8:39 PM
The article started with two different situation questions that looks similar but have various outcomes. The first option is a logical and clear method to show the features of a product and second option has a emotion attachment not like the first one use straightforward words. The result is the second option makes buyer buy which means consumers are more involved with the second method which is a emotion based approach to make audiences have a recall in their minds that this situations happened to me once and now this product can solve it for me! Therefore, emotion marketing is essential because it can catch customers' emotional reposes and simulate them to make purchase decisions.
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.

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Liberia: Bridge the Gap Between Rich and Poor - The News

Liberia: Bridge the Gap Between Rich and Poor - The News | IMC | Scoop.it

FirstLiberia: Bridge the Gap Between Rich and Poor
The News
A Liberian Economist and businessman is worried about the current state of affairs, especially the gap between the rich and poor which he says poses a threat to the stability of the country.


Via Jocelyn Stoller
C hu ck's insight:

It is a global issue about how to bridge the gap between rich and poor. Even though the issue is more about economy and big market, it is still connected with IMC. This is because IMC is "the application of consistent brand messaging across both traditional and non-traditional marketing channels and using different promotional methods to reinforce each other." By using effective IMC tools such as Internet, radio, TV, etc, people can deliver their knowledge or information to certain field. Rich people can transfer their resources and bring them into the world of poor communities. This is a good way that global market can be fair and maintain the bright future. In the article, "We Call On the government to listen to the cries of the people and examine its performance; and if the situation remains like this, there wouldn't be any legacy left behind by President Sirleaf." That means the government can also play a very important role by breaking barriers and bridging the gap between rich and poor.  

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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 | 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
C hu ck'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. 

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.

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Karen Dietz's comment, August 21, 2013 8:27 PM
And many thanks for your additional comments Huiqing and Hendy! They add good additional perspective for readers.
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.
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Yahoo, Samsung promote consumer engagement with interactivity platform

Yahoo, Samsung promote consumer engagement with interactivity platform | IMC | Scoop.it
Yahoo and Samsung broaden their partnership to provide interactive, realtime television content.

Via Johnny Price, Scarlett Yeounju Kim
C hu ck's insight:

Yahoo and Samsung have opened a new paradigm to communicate between consumer and marketers and advertisers. It can provide various opportunities for consumer engagement. It refers to that consumers can react immediately when they are exposed to the advertising. Thus it can also achieve functions of personal selling and also direct marketing from the marketers’ point of view. This new paradigm helps to apply pull marketing for marketers. Indeed the pull marketing is a better method than push marketing I think, if there is B2C market. Because the target market is consumers, it would be effective to inspire consumers directly. However, pull marketing requires high budget, so that the small business entities would probably try push marketing more. Yet, Samsung and Yahoo roll out new concepts of smart TV. Thus it helps to both consumer and marketers to satisfy their need. Consumer can acquire the information they want in real time streaming and marketers can collect consumers’ reaction. However, there can be a security risk as well. It is real time interaction, so marketers need to prepare enough stocks and there needs to be proper ethical policies such as refund and delivery date. It can enhance relationship between consumers and the business but marketers have to keep in mind that if there is not proper preparation, the business will be negatively impacted..

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Yuhang Wei's comment, August 21, 2013 6:34 AM
Hi Scarlett. Very good article which provide good examples to discuss consumer engagement. I think experience is quite important in consumer engagement because after all consumers' experience is the key element for companies to decide the strategies for the products or services. Yahoo and Samsung are both very successful company and they are good at brand management therefore they should achieve very well. I totally agree with your opinion about the article.
Samirah Bhamji's curator insight, March 12, 2014 8:05 PM

This article sums up pretty well how companies keep progressing in technology and how they keep improving and developing their skill sets over the years of their business. As it states in the article Yahoo and Samsung have experimented with the technology and bringing some advertisers through the system. Showing an upside opportunity for them and bringing a message to people in real time while they're experiencing content and advertising. I think it's a tremendous new opportunity for advertisers and marketers because it enables a direct response to a television commercial. Also giving an insight to future advertising and any gaps shown in the media market giving an opportunity for new content. 

Morgan Fletcher's curator insight, March 25, 2014 6:16 PM

this is a great opportunity for yahoo and samsung to broaden their partnership and offer something awesome to both the advertisers and marketers and also to the consumers that get to experience this

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Insights into Youth Behaviour and Culture

Video presentation on insights into youth behaviour and culture.
C hu ck's insight:

Culture is one of the most important part in Consumer Behavior and IMC in marketing field.  It can influence both internal and external marketing environment.  Same as the culture, the brand culture is also important for consumer to receive. To create a well managed and attracting brand culture, the company needs to fully understand the consumers and the consumer insights.  Just like what the video expressed, the youth culture and behavior is quite unique and different among the mass market, the youth group usually holds interests in different area, and have different insights to brands.  Thus for a company better catch the consumer group, brand have to add up fresh and young elements into the brand culture.  For example, the well-known commercial "dumb ways to die" is a very typical and effective one for brand culture.  Rather than using "boring" slogans and educating words to acknowledge the group, the metro use a adorable and enjoyable song to expand the importance of being careful around trains.

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