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Six Reasons Media Strategy Should Come Before Creative

Six Reasons Media Strategy Should Come Before Creative | IMC milestone 2 | Scoop.it
media strategy often gets the last 10 minutes of the meeting, writes mindshare north america ceo antony young. but maybe creative should get moved to the back.
Hannah Joy Gaisford's insight:

I think the author Anthony Young has some fantastic points here in this article! I agree with his comment that marketing used to be able interrupting the consumer from what they were doing. This makes me think of the days before digital downloadable television where we would be forced to watch advertisements to enjoy our favourite programmes. I have now become so frustrated because one of the reasons I started watching youtube was because it was free of ads but now that has been taken over also. This article describes how interrupting viewers is no longer the positive effective way to approach customers. I love his point that advertisers have moved from Mad Men to Math Men. In the past advertisers and marketers would just throw money at ideas but now marketing is calculated and analysed before it is deployed. I believe Young’s point that the big tv idea is no longer relevant. To be effective marketing needs to be done through many different platforms and mediums to be effective. All social media platforms needs to be used. Billboards made, tv adverts, radio, pr….there are many more that together create marketing value. I agree with Young’s opinion that the media plan needs to be made before the marketing content idea is dreamed up because different media platforms need different approaches. The best part of this article was Youngs idea of adaptive marketing where you adapt and personalise campaigns based on what comes in from the customers and how they are responding. This is the best idea I have heard so far when it comes to being innovative and keeping up with the changes in customer needs. His final comment about how events like American idol and the super bowl have turned media into big marketing events through social media is a very poignant note to end the article on. I believe that media is still very relevant from this article when used in conjunction with other creative ideas. A very interesting and relevant article J

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Logan Harris's comment, September 25, 2013 7:19 PM
Thanks for sharing this article Hannah!
I too found it really interesting and would tend to agree with the author’s sentiment. A creative idea is a big part of IMC strategy, but it is important to know who you want to see the communication, and through which channels, before coming up with a creative execution.
Like you mention in your insight, in the past it was more straightforward to reach consumers, especially in New Zealand with relatively few TV stations and big Newspapers. Now there are so many other ways to reach specific audiences, and finding the best is fundamental to a brands marketing strategy.
Analay Malamala's comment, September 26, 2013 10:58 AM
Great article Hannah.
I liked that same part too of the article (hahaha) especialy the idea!!of adaptive marketing where you adapt and personalize campaigns based on what comes in from the customers and how they are responding because I would want the same thing done by my favourite brand too. The author does mention things that are true about how advertising being able to interrupt someone from what they were doing to simply check out what was on tv. I also think as an individual, although my major is advertising and I see ads on telly and billboards, hear it on the radio, see in in the magazines, I get rather annoyed with the interruption, sometimes clutter, it takes away the excitement because we all want to see an ad with graphics, animation, storylines that relate to us as people. Adaptive marketing is great and should be considered by businesses. Great read hannah
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5 reasons why direct marketing drives sales

5 reasons why direct marketing drives sales | IMC milestone 2 | Scoop.it
Direct marketing might seem old-fashioned, but in a world overtaken by online marketing, it is a quick, personal, tangible and accountable marketing tactic.
Hannah Joy Gaisford's insight:

I agree with the authors comments that direct marketing has become considered as being quite outdated. Many people receive information from companies through email and facebook now that non-technological platforms seem outdated. I know from my own experience working in my retail store that when we have a sale we send out a notification via text, email and a card in the mail. However I sometimes worry that this is too pushy or that the customers may become vexed by receiving the card in the mail. We ring up all the customers on our database as well and this has mixed responses. It seems that the bigger the target market is, or the more diverse it is, the more difficult it is to cater to or understand their individual needs. The article explains five reasons why direct marketing is still relevant and effective. These are that it is targeted, quick, personal, tangible and accountable. With direct marketing you can target geographical areas for example if you are selling Louis Vuitton you may send out promotional pamphlets or letters to areas like Remuera, Parnell and Saint Heliers knowing that these areas are where the wealthy people who buy Louis Voutiion are most likely to live. Direct Marketing is very speedy to organise too. A card can be designed, printed and mailed out in just a few days, as opposed to a big marketing campaign.

I agree with the author that direct marketing provides that personal touch as well. If a customer receives something addressed directly to them it makes them feel special and creates those bonds with the consumer that create lasting relationships with the brand. I think the most positive element of direct marketing is that it is accountable. You are able to count the amount of cards that are brought back into the store and see how effective the promotion is.  Overall I agree that direct marketing is effective if It is done in the right way. I agree that personally addressed letters or cards and more positive for the brand then tacky pamphlets that could have been sent to any old person.

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Logan Harris's comment, September 25, 2013 7:38 PM
Hi Hannah,
I was with you in the mind-set that direct marketing is outdated, but after reading this article and thinking about it a little more I can see how it could still be really effective.
Like the author says, most of what I get in my mailbox is junk fliers or bills (and most of my bills are online now too!). It adds a nice touch to the day to receive addressed mail, even if it is marketing material. The only caveat I would add here is that it has to be done well, and be targeted correctly so that I’m getting material I am truly interested in, otherwise it becomes junk with the rest.
I’d agree with it being accountable too – I’m much more likely to use a voucher that has been sent to me than I am to bother printing one out from an email, especially if it is nicely designed and sufficiently worthwhile (no 5% off vouchers please).
Done well I think DM could be really effective and is certainly something brands could consider including in their marketing mix.
Kellie Ho's comment, September 26, 2013 2:47 AM
In response to Hannah’s comment, I agree with you and the author on how direct marketing has been considered to be out-dated because it’s true what the author says about the content of what is in my mail box is mostly junk mail and bills and going through all that mail can be pretty overwhelming for one person by themselves. After reading the 5 reasons on why direct marketing drives sales, it made me think about it a little more on how it can still be effective even with the assumption of it being outdated especially with how direct marketing is personal because if I received mail that was addressed and personalized just for me, it would make me feel more connected to the company that sent it to me.
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What Is a Marketing Communication Mix?

What Is a Marketing Communication Mix? | IMC milestone 2 | Scoop.it
Marketing is a broad business function that includes product research and development, merchandising and distribution processes and pricing, as well as communication or promotion. The communication ...
Hannah Joy Gaisford's insight:

This article describes in clear detail all the different facets of marketing and how there are many different ways to deliver marketing value and communicate with potential customers. Perhaps people who haven’t studied marketing before only think about one aspect of marketing when they are asked a question like, what is marketing? I know that before I started my marketing courses I believed marketing was purely solely about tv, radio and print. I didn’t take into consideration some of the other aspects that are mentioned inside this article. The article explains five different elements of the marketing mix. Advertising, Personal selling, discounts and promotions, direct marketing and event sponsorship. As I described briefly above Advertising is probably the most recongnised element of the marketing mix. The article explains how marketing and advertising is often described as being the same thing. I completely agree with this! Advertising….according to this article, is where the major amount of the marketing budget for a company gets allocated to as this is the area of marketing that can be controlled and monitored best. Personal selling and direct marketing are different, as explained by the author. I learnt something by reading this article as I had not previously understood this. Personal selling of a product is usually used for higher end products that need that person to person touch to be sold. The article explains how discounts and promotions are an element of the communication mix all on their own. I do know that promotions discounts, deals and giveaways is a great way to bring people into your store or to buy from you in general. I have experienced this myself working in a retail menswear store during my university years. I like that this author included event sponsorship inside this article as I know that when I go to an event that I enjoy and a company has sponsored it that sets up a positive association in my mind to that particular company

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Sophie Batten's comment, September 26, 2013 6:32 PM
I agree with your insight Hannah that advertising is one of the most recognised element of the marketing mix. it is the main thing that grabs consumers attention and the main thing that basically makes a product successful or not. This article explains alot of different different elements of the marketing mix that i was not aware of, it is very useful to know these elements and now understandable why business's use them and why they are successful
Sean Peh's comment, September 26, 2013 6:36 PM
I like the marketing communication mix as it is pretty clear on what it is all about. Personally, I do like to emphasize on personal selling and public relations because this is the part where they really engage with the customers and are able to persuade them or change their mindset on the brand.
Shino Takano's comment, September 26, 2013 8:51 PM
Great choice Hannah, I agree that advertising is one of the most major element in marketing. Many companies do put most of their marketing budget into advertising as it is very effective to attract people's attention. However this article shows other marketing elements that are also useful, and being used depending on what kind of product they are going for. It is important to know all 5 elements to use the marketing communication mix to achieve the best outcome.
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What Is a Marketing Communication Mix?

What Is a Marketing Communication Mix? | IMC milestone 2 | Scoop.it
If you're serious about marketing, you'll have a well-researched and well-developed marketing strategy in place to help you reach your customers. An essential part of this strategy is your ...
Hannah Joy Gaisford's insight:

This article describes one part of the marketing mix that I had not considered before and that is packaging. Packaging is a very strong way of communicating the personality of your brand. Well thought out and designed packaging can increase the value of your brand. When I think about packaging I think about pams or budget items in the supermarket and know that I associate their plain packaging with their cheap products. If A company does not put effort into their packaging that makes them cheap. This article helped me to develop my understanding of what public relations is. I had, in the past, had trouble differentiating it from advertising. The difference with public relations is actually being in front of the customer and being in public engaging with them on a personal level. These are things like product launches, publicity events etc. One example of this that I can think of is what I have seen in my new Co-op placement. I am working as the marketing assistant for the publishing company Allen and Unwin.  In my placement so far I have seen them organinsing book signing as publicity events with a particular book where they host events where the author goes to speak and they give out a copy of the book with goodie bags!

This builds a positive rapport with the consumers and creates a personal relationship between the author and the reader. It makes these book buyers at the events feel involved with the book and they feel connected to it as they have met the author. Advertising and promotion needs to be done hand in hand alongside the PR and Packaging it needs to be a collaborative integrated effort. That is what integrated marketing communications actually means! Without these four elements, described in this article, working together the efforts will not be as powerful

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Logan Harris's comment, September 25, 2013 7:30 PM
I agree Hannah; packaging is a vital part of a brands personality.
From personal experience shopping, I often find that packaging affects my purchase decision, possibly over and above product benefit or quality. For example I don’t mind admitting that when I go to buy wine I think of which varietal I want, how much I want to spend, and then choose the one with the best looking label 
I’m not generally much of a greenie, but I do really appreciate brands that make an effort to use minimal packaging, or at least packaging that can be re-purposed instead of throw-away plastic. Efforts like this are particular beneficial to brands which proclaim to be eco-friendly.
It is articles like this that re-affirm to me how important it is to have the marketing department involved with product decisions right from the beginning, ensuring that products and communications goals are cohesive.
Analay Malamala's comment, September 26, 2013 10:38 AM
So true Hannah!! I for one base my purchase on packaging like judging a book by its cover and title. I do agree with you with your example about pams and budget and how companies not putting any emphasis on their packaging will be perceived as cheap. I think for fashion that phrase "less is more" does not apply to packaging because I personally think that what attracts consumers eyes is colour!! I do agree that PR and Packaging needs to be a collaborative integrated effort because there's a story behind why businesses chose this type of packaging for their brand, but it also presents to me that its vital to have a marketing team as they are the ones that construct what the end product packaging will look like and work collaboratively with the creative team, PR people and advertisers. good read.
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Integrated Brand Communications: A powerful new paradigm | Carolyn Ray | brandchannel.com

Integrated Brand Communications: A powerful new paradigm | Carolyn Ray
Hannah Joy Gaisford's insight:

This article repeats the theories and concerns that have been brought up in the lectures and tutorials that the concept of integrated marketing communications may not be viable. It says that some have stated and commented that it may be a good practice in theory but is not practice. This article explains how a new approach to IMC can be made by looking at plans for IMC integration. The author states her concern that advertising agencies who try and come up with an IMC plan end up putting too much emphasis on advertising and not enough on the other aspects of the communication mix like direct marketing, sales and promotions, personal selling etc. The author explains that often companies are too busy to build a strategy and simply want results that are believed to work right away like advertising. The author explains the new approach to integrated marketing communications should be called integrated brand communications instead! I like the idea that integrated brand communications would engage the higher level management more as it would show how these ‘brand’ communications would bring financial, executive and marketing managers together with a united focus which is increasing the brand equity. The article explains the ten steps to developing a good brand communications program. All of these steps are very relevant and I believe they would be effective. The first step is understanding the role of brand within the business. This means what is our brand and our important is our brand image to the success of our business. What personality and values are we communicating to our customers?

I like the point that the brand value needs to be re-calculated after each marketing mix is put forward so that management can see the positive effects the marketing communications are having on the company or what needs to be changed to make it more effective. The most important part of the plan, I believe, is deciding who it is that you need to reach, if you sell a product and you don’t know who it is you are selling to how can you possibly understand whether anyone is going to buy it. Selling and owning a company is all about delivering value to your potential customers. Overall I believe this was a very interesting article and gives great concise clear ideas of how to build a great integrated brand communications plan

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Sian Arthur's comment, September 26, 2013 12:37 AM
Hannah I also like the idea of Integrated Brand Communications instead of Integrated Marketing Communications, I think it is important to interact more with the people at the top level management, as they are the ones who get to make the final decisions when it comes to increasing the brand equity. I like the ten steps this article gives as examples they seem very relevant to developing a good brand. All in all a very good read if you are looking to create a great integrated 'brand' communications plan.
Sophie Batten's comment, September 26, 2013 6:27 PM
Hi Hannah, I like this article and how it explains the ten steps on how to create a good integrated brand commmunications. I agree with what you said that integrated brand communiations engages higher level management and creates more success that a brand would lonesome. The ten steps are very helpful and i can see how it would help profit a business.