IMC Milestone 1
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Video - Perception Research Services International

Video - Perception Research Services International | IMC Milestone 1 | Scoop.it

PRS Mobile Eye-Tracking Demo: Watch this video clip demonstrating ourPRS Mobile Eye-Tracking system

Ceres Wu's insight:

This video clip demonstrating our PRS Mobile Eye-Tracking system. PRS Mobile Eye-Tracking is the ideal tool for uncovering Shopper Marketing issues and opportunities — enabling you to document actual shopping behavior and aisle navigation. It is unobtrusive and easy to use. Additionally, our system overcomes the critical accuracy limitations of other mobile eye-trackers. With only a single calibration, respondents can go about shopping the aisle just as they would normally. PRS Mobile Eye-Tracking ensures that you see what shoppers see.

 

I very like this videro as I think this video its a good start getting to know about what a consumers's behavior and more in deeply to know how the way of this consumer spend money on purchasing.

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Felix Feng's comment, August 21, 2013 6:42 AM
Understanding consumer behavior is important to business. We have to know what they need and want, how they think and do, then we can provide right offering to them. Rising consumer's satisfaction is key of business in gainig profit.
Ly Bibi Shen's comment, August 21, 2013 11:35 PM
PRS Mobile Eye-Tracking is the ideal tool for uncovering Shopper Marketing issues and opportunities — enabling you to document actual shopping behavior and aisle navigation. i agree with ceres, its a good system that help marketer know about what a consumers' behaviours and how they spend their money on purchase. a company could maximise profit only when they know their consumers purchase behaviour and attitude and then provide the good/services they want.
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Video – The Power of Storytelling: Lessons in Consumer Engagement

Video – The Power of Storytelling: Lessons in Consumer Engagement | IMC Milestone 1 | Scoop.it
Humankind is impacted by stories and as such they are a powerful way of engaging people. Stories relate to myth which emanates from deep within our psyches.
Ceres Wu's insight:

The first thing I really like this video is the speaker is using a story to create a market and trying to tell people what they are aiming for. From the presentation the author using a story to identify the "Cultural DNA of Society". which means, making a good story will effect people's emotion and push people try hard and do better. So, story its important, as most of people learn things from many stories. It will reflect how you thing/feel about it. Once we thinking about it, we might have chance to change it ordo better and make things completed different. Such as marketers by creating a story telling consumers what they are selling, "what we value and how we value for" by using the 4 key elements.

Involement

Influence

Interaction

Intimacy

From the video, I realized that every story has a meaning behind it, and to clearly sending the message to consumers to make them understand and agree with you, its the good star fot first step you have sccessfully create a market.

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Ly Bibi Shen's comment, August 20, 2013 5:24 AM
I agree with Ceres as we have been told the 4 key elements in the video, he clearly explained the 4 key elements with a perfectly example for each key element. Also his speech was very attractive and useful. He well-explained the meaning of “Cultural DNA of Society” and provided many examples for this.
Felix Feng's comment, August 21, 2013 6:59 AM
Storytelling is one of the new ways in promotion. Because it can go deeper in consumer's mind or even heart to get their response to it. And response is always along with attention. So that, storytelling is good way to rise public attention. However, once the public find out the story is fake, brand's image or reprutation with fall quickly and hard to rise again. Therefore, storytelling is a double-edged sword.
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Topic 2: IMC Partners & Industry Organizations

Ceres Wu's insight:

This article is explained about the IMC partnership by looking at the ways of organizations and challenge of organizing and coordinating for integrated marketing communiations. In the article, there provide examples of many different partners involved in the development and execution of varous aspects of a company's integrated marketing communications plans and programs. I quite like this article, because it is important for marketer to understand the role and functions of the different partners in marketing communication—the client, the advertising agencies, and the media partners as well as organizations that provide support and specialized IMC services to companies.

 

IMC and Media partners

IMC and Advertisers/Clients

Agency and Advertise/Client Relationship


From the article, they have analysis how to work the relationship between the agency and clients based on cross-functional plan such as sending the messages from the media to consumer/client. More over, the IMC partnership is also for integrated marketing communicaiotn efforts thtough B2C and B2B.

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Felix Feng's comment, August 21, 2013 7:08 AM
Understanding the role and functions of the different partners in marketing communication—the client, the advertising agencies, and the media partners as well as organizations that provide support and specialized IMC services to companies are important. Once we understand these, we can deal with problem easier.
Ly Bibi Shen's comment, August 21, 2013 11:04 PM
same as ceres, i like this article because it clearly explaining the role and functions of the different partners in marketing communication.
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IMCrazy: Establishing Objectives and Budgeting for the Promotional Program

IMCrazy: Establishing Objectives and Budgeting for the Promotional Program | IMC Milestone 1 | Scoop.it
Ceres Wu's insight:

The article is telling that the marketing plan it is exists with the marketing objectives. The main points of those elements its determined by the results and achieve which is separate to that of IMC. That is to coordinate the objectives with the communication strategy and inform the consumer so that they will respond. It is also not entirely the advertising that is responsible for sales. Some influences such as economy and competition may enhance or lower expected outcomes. i quite there explaination about what is actually mean to advertising and why market needs that, like an example if Wilsdorf had never advertised about that Mercedes Gleitze wore Rolex watch while swimming across the English Channel, no one would know that Rolex came up with the latest technology of waterproof watches. Advertising is to communicate a company that an offer to its comsumers through warious products and services. i really agree with this point.

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Ly Bibi Shen's comment, August 21, 2013 10:56 PM
im quite agree with ceres that "economy and competition may enhance or lower expected outcomes". in this aritcle, DAGMAR model use to development of specified advertising goals which is very intersting and new to me.
Ben Beguely's curator insight, August 22, 2013 3:21 AM

establishing objectives and budgeting for the promotional program is vital for a organisation because without a objective there is no promotional program and then you will loose consumers but most importantly without a budget there will be no point in a promotional progam because is there no budget then there is no consumers so i definitly agree with this article.

Linda Huynh's curator insight, August 22, 2013 3:16 PM

This article provides readers an easy perspective on the way to approach this topic. The article is layout into parts and areas that gives a better understanding for people trying to figure out what this is about. Giving out specific and precise points for people staring to the right direction that are wanting to succeed in a marketing program. Following through the article, the authour emphasises the importanace of advertising that leads to consumers brand awareness and allowing them to be familiar with the company/business. Following that, the author mentions the value of advertising, plus stragetic apporaches that a firm can do to met a promotional target/objective. Promotional objective are emphasised in the article briefly. A critic system called 'DARMAR' model is introduced and explain as well as a four steps in hierarchy. In the end, the author explains throughly about  certain specific ways on how we should settle and allocate the promotion budget.

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How to Make Social Media Work for Your Business

How to Make Social Media Work for Your Business | IMC Milestone 1 | Scoop.it
In order to help you decide which social media platform will work best for your enterprise, this article contains some useful tips to follow.
Ceres Wu's insight:

Social media is the most popular way to communicate around the world in current stage. There many companies such as B2C,most of them by using social network for their business and work on it. social network will make the business running easier and fast to connect to consumers. And consumers thought from the internet by knowing about a company/brand.

 

However, by the way of finding the best social networking bite for business is to focus on managing one social media account to make the lie easier and continue the experience and increase your sales, and you must well knowing the type of target audiences. For example, if your target to teenages or young adults, Facebook,Twitter in the websites whichever site they are, that is where you create and strengthen your profile. You can bring your business closer to the clients through from the web which is more on buliding business – client relationships.

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Ly Bibi Shen's comment, August 21, 2013 11:13 PM
response to ceres, i agree with your point that Make sure that you are abreast with these developments to make your online presence as up to date as possible. and also i like this article cause it has mentioned many useful media tool and apps such as Hootsuite and Crowdbooster- something i never heard before for us to getting close to consumer and able to build a good relationship between each other.
Selina EverHungry Nihalani's curator insight, August 22, 2013 7:36 AM

Small businesses and companies can use social media platforms to share information with the public. Creating a social media account is very easy, but keep it updated with photos and the like is time consuming and can be tedious for some. It is convenient to have customers learn about one’s company and the products and services offered via social media. This article has two vital ways that small businesses can choose the most effective and suitable social media platform.

1)     The company should create an official account on the most popular social media websites such as facebook. Using LinkedIn will allow them to widen their horizon and form business-client relationships.

2)     Tools such as Hootsuite and Crownbooster are apps that should be taken advantage of. They make it easier to update information such as photos on social media sites and can also help decide what information has been most popular amongst your audience

Having strong social media networks available will help small businesses reach more consumers and keep them informed about their products and services

Swati Tiwary's comment, August 22, 2013 11:41 PM
Social media is so far reaching that it can be said that it is more effective than marketing through other channels. Everyone uses social networks and it is a boon for small business as its cost effective. There have been big marketing campaigns that have been started on social networking sites and have snowballed from there.
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Brand Architecture: Managing Large Brands at Retail - Perception Research Services International

Brand Architecture: Managing Large Brands at Retail - Perception Research Services International | IMC Milestone 1 | Scoop.it
For many small brands, the primary challenge at retail is simply to “break through clutter” and create an opportunity to sell.
Ceres Wu's insight:

brand management and architecture is a marketing plan of create an opportunity and organizing many offerings to shopping and maximizes profitability.  This article has address the key points and provide the example of how to use brands management and architecture to success build up a company brand. In the article they had provide their experience of shoppers specific task to prove how a brand architecture work in their case. 

The four main steps of brands architecture work for building a brand:

1. Utilize color and structure

2. Maintain visual continuity

3. Have packages “build” upon one another

4. Ensure that naming conventions are descriptive

 

i like this article, because there saying these four key points as above tells the marketers when developing a brand, you must be know which decisions can be influenced at point – of – sale. Finding the primary opportunity rest in winning over brand switchers. Provide the way of trading shoppers up to higher end products and marketer need to know that their brand specific features its aim at which target market, this is telling every marketers that what they should be done while create a brand,is helps being more clear and focus on what you must do.

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Felix Feng's comment, August 21, 2013 7:28 AM
The four steps are providing a clearfy guide for marketers when developing a brand. And I think they are all useful. Such as maintain visual continuity, it tell me that product information should be follow its previoius product. Such as coke zero, it just has different package color from coke, the rest of design of the package is remain the same. Consumer will know they are from the same company and the same series. So that maintain visual continuity can help consumer to learn the new product, and be affected by previous products, it's first image of consumer will be set up quickly.
Ly Bibi Shen's comment, August 21, 2013 11:28 PM
this article is easy to understand and useful, it is really important for marketer to work harder on brand architecture that products won't end up a mishmash. i agree with the author says that Today’s packaging has to work harder than ever before to help shoppers sort through myriad flavors, features and sizes cluttering retail shelves—and to make sure new products are seen and considered so i found those 4 steps are useful for marketer to make their decision to develop a brand.