(Refer to Figure 1.5 Integrated Marketing Communications to Build Brand Equity (Kotler, 2009, p.511). Our target market analysis will suggest specific strategic locations and communication channels for the placement of ...
Mareta Simanu Sapolu's insight:
A good article about the importance of using the Hierarchy Effects Model, and strategic implementation of communication channel of IMC to influence and maximise the impact of Kilo King’s intended campaign message that needed to be delivered to their target audiences to increase purchasing power of their products. It is not only that, but they are also aiming to build long term relationship with their ending customers that through this message it will increase awareness and change the mentality of consumers to actually increase the ability to make decisions more effective to buy their products.
This is all linked to what we discussed in Week 5 Lecture about using IMC channels of communication to increase awareness and purchasing power of consumers just like it shows in the diagram of Basis of DAGMAR which means, defining advertising goals and measure advertising results. In saying this, creating awareness is a priority of any company such as Kilo Kings to carry out first before consumers are convicted to like then trial the products and then purchasing.
Implementing IMC Integrated marketing communications can produce stronger message consistency and help build brand equity and create greater sales impact. It gives someone the responsibility -- where none existed ...
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Mareta Simanu Sapolu's insight:
IMC strategic planning and SMART goals setting to meet buget is very important in any organistaional marketing plan. Although IMC has goals to create brand awareness, increase consumer demand and shareholder, etc..but everything has to be planned according to the finacial side effect of any business. When IMC strategies are well implemented and work well for a longer period of time then no changes should be made unless the objectives are not achieved as expected. This means, that the only changes to adjust budget is when IMC strategies are not working as expected to achieve budget objectives. The only common changes in the marketplace is the ever changing economy together with new competitive forces and new promotional opportunities which in this case, can be a cause for an organisation to alter its planning stragies and to re-assess the IMC goals for better results.
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