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Deveshnee Moodley's insight:
This is a really good article as it points out all the advantages in depth of direct marketing. Businesses that use direct marketing are trying to generate a response from consumers and are trying to build on this to get brand equity. Direct marketing is very important in an IMC programme as direct marketing activities support and are supported by other elements of the promotional mix.
The student blog is written by current WVU IMC students and details their IMC graduate experience ... for marketers to develop their design eye when implementing creative strategy. CREATIVE STRATEGY PRINCIPLES ...
“Since the heart of IMC is based around a brand’s customers, an understanding of the foundational principles of design (hierarchy, retouching, white space, typography, and color), is necessary for marketers to develop their design eye when implementing creative strategy” I agree with this statement, as advertising is frequently used to create images and it used to position a brand in a consumers mind. As a marketer you need to know how to deliver this message well in an IMC campaign. It is important to know what the creative strategy and create tactics are in IMC creativity. Creative strategy is determining the message will communicate to the intended target audience. Creative tactics is determining how this message strategy will be executed. These two aspects also relate to “what the big idea” is about.
This article is very insightful as it illustrates a very detailed media plan. By using a media plan this is the best way to get the advertisers message to the market. In relation to developing a media strategy, marketers must ask themselves what are the external environmental factors, perhaps recession, what media channels are going to be used (TV, radio). They also need to take in to account frequency and reach. A media plan maybe the best way to get the message to the market, but there problems such as having insufficient information, inconsistent terminologies, time pressure and difficulty measuring effectiveness that marketers need to be aware of.
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