IMC Milsetone-2
Follow
Find
44 views | +0 today
 
Rescooped by Scarlett Yeounju Kim from IMC - Creating Strategy
onto IMC Milsetone-2
Scoop.it!

Hitting a Hole-in-One with Integrated Marketing Communications

Hitting a Hole-in-One with Integrated Marketing Communications | IMC Milsetone-2 | Scoop.it
Five Helpful Hints to Jumpstart Your '11 Marcom Success This is "Annual Plan" season for many companies and so the next few blogs will focus on the brand and marketing communications planning proce...

Via Angelina Singh
Scarlett Yeounju Kim's insight:

IMC may appear to be a difficult subject if a person hears about it for the first time. However, this article’s author depicts IMC as a game of golf in order to explain it more easily. In order to enjoy a game a golfer should know which club is used for which situation, weather and distance. The author argues that IMC is the use of a diversity of marketing channels in unison to provide clarity, consistency, and maximum communicative impact. The key to a winning golf game is to pick the right club for the right situation. Likewise, in order to be successful in IMC activities, practitioners should know the three pillars of IMC; consumer, channels and evaluation. In order to increase awareness of a brand, a practitioner should choose the right combination of marketing channels to aid the customer in their purchase decision. A diversity of channels should be available, such as advertising, public relations, sales promotions, personal/direct selling, direct marketing, and online marketing. Each channel reaches a specific segment of consumers.  The role of channels is to individually convey the creative message to the consumer. It helps to make strong relationships between the brand and its consumers. Evaluation is also required in order to measure the effectiveness of the IMC strategy. This should start from a strategic plan including specific objectives, goals, strategies and measurement. The well-defined IMC strategy can extend and deliver message through the other elements. The IMC strategy also needs to be measured and adjusted in order to be effective and efficient. The author argues that ‘IMC seeks to use the unique advantages of each marketing medium to reach out to different segments of the target market and achieve marketing synergy’. The fundamental purpose of IMC activities is to get the right message to the right audience through the right channels at the right time. This is because it is not just concerned with a short-term transition. It is developing a long –term relationship between the brand and its consumers

more...
Chelsea-Rae Dawson's comment, September 25, 2013 11:46 PM
This article has some great points. When a company or organization is developing a new marketing campaign, it is not a one size fits all game. People will respond differently to different approaches of marketing so it is important that as marketers, we cover all our bases.
Yuhang Wei's comment, September 26, 2013 6:14 AM
@Scarlett Yeounju Kim: "Integrated marketing communications is the use of a variety of marketing outlets in unison to provide clarity, consistency, and maximum communicative impact... Each element of an IMC strategy must have well-defined purpose and should support and extend the message delivered by the other elements". I think these two sentences can really represent the main opinion of the article. Surely, IMC has many different sections but each section should have an unique function to play its role of making the marketing process better. Three elements of IMC: Consumer; Channels; Evaluation. Each element has its own function and they should work together to make IMC work better. You have a very clear explanation for the article and I believe I too learn many things from the article.
Holly Adams's comment, September 26, 2013 8:40 PM
@scarlett. Great article with a very interesting and creative way of describing IMC. I particularly loved the thought of of picking the right club for the situation, this is so true and very important! Each piece of IMC is used to improve a certain part / situation, yes they all work together, and differently should, but to use the right one at the right time a place is crucial for a successful IMC within your company.
Your new post is loading...
Your new post is loading...
Rescooped by Scarlett Yeounju Kim from Brand Strategy, Branding and Marketing
Scoop.it!

Every Company Has An O.P.O. What Is Yours?

Every Company Has An O.P.O. What Is Yours? | IMC Milsetone-2 | Scoop.it
Five Helpful Hints to Jumpstart Your '11 Marcom Success This is "Annual Plan" season for many companies and so the next few blogs will focus on the brand and marketing communications planning proce...

Via Dennis Bailen, CMO, Chief Outsiders
Scarlett Yeounju Kim's insight:

Optimum Positioning Opportunity is a brand’s opportunity to claim its unique strategic position in the mind of customers and prospects. This article argues that in order for a brand to have effective strategic positioning; a company’s O.P.O must be defined. O.P.O asks what your business can offer or promise that will appeal to and resonate with your customers and prospects which your competitors either cannot or have not yet claimed. The fundamental role of O.P.O is to establish a specific brand image in the minds of customers. Therefore, it is important to have a definite understanding of what the product is and who the customers and competitors are. If a company produces quality products and provides the best service there is nobody who will dare to compete with that company. However, if your company does not know who they are providing to then the effort to produce quality products and services will be useless.  Thus it is crucial to know who your consumer is. Also these high quality products and services are already produced by the competitors and customers and prospects may not be interested in your service. Therefore, to be successful the company should first analyse their situation. What is their product and how should they provide their service for customers? They need to look at customers’ true desires. It is also important who their competitors are and what the pros and cons of their competitors’ brands are. These processes should work together in order to reinforce the brand position. Consequently, a well-defined position will lead to the success of the business. Therefore, to gain differentiated brand positioning, appropriate O.P.O is essential.  

more...
Yuhang Wei's comment, September 26, 2013 5:43 AM
@Scarlett Yeounju Kim: Optimum Positioning Opportunity (O.P.O.) is very important for any companies who want to develop the business. 1. What can you offer or promise. 2. That will appeal to and resonate with your customers and prospects. 3. That your competitors either can not or have not yet claimed. These three important factors can represent the main idea of O.P.O. In other words, O.P.O can stand for customers; company/product and also competition/marketplace. These elements are important to keep the company make profit and expand/win the market. You have a great opinion about this article and this is a very helpful article for me to understand the O.P.O and can link it to my IMC study.
Dennis Bailen, CMO, Chief Outsiders's comment, September 26, 2013 6:13 AM
Thank you both for your comments. Please visit the blog section of corestrengthmarketing.com to see similar articles on brand strategy.
Holly Adams's comment, September 26, 2013 8:25 PM
@scarlett Geat choice of article clearly describing the importance of o.p.o in companies around the world today. I agree with what you said about the quality of the product, it often provides the difference between you and other existing companies producing the same or substitute product.
Rescooped by Scarlett Yeounju Kim from IMC - Creating Strategy
Scoop.it!

Hitting a Hole-in-One with Integrated Marketing Communications

Hitting a Hole-in-One with Integrated Marketing Communications | IMC Milsetone-2 | Scoop.it
Five Helpful Hints to Jumpstart Your '11 Marcom Success This is "Annual Plan" season for many companies and so the next few blogs will focus on the brand and marketing communications planning proce...

Via Angelina Singh
Scarlett Yeounju Kim's insight:

IMC may appear to be a difficult subject if a person hears about it for the first time. However, this article’s author depicts IMC as a game of golf in order to explain it more easily. In order to enjoy a game a golfer should know which club is used for which situation, weather and distance. The author argues that IMC is the use of a diversity of marketing channels in unison to provide clarity, consistency, and maximum communicative impact. The key to a winning golf game is to pick the right club for the right situation. Likewise, in order to be successful in IMC activities, practitioners should know the three pillars of IMC; consumer, channels and evaluation. In order to increase awareness of a brand, a practitioner should choose the right combination of marketing channels to aid the customer in their purchase decision. A diversity of channels should be available, such as advertising, public relations, sales promotions, personal/direct selling, direct marketing, and online marketing. Each channel reaches a specific segment of consumers.  The role of channels is to individually convey the creative message to the consumer. It helps to make strong relationships between the brand and its consumers. Evaluation is also required in order to measure the effectiveness of the IMC strategy. This should start from a strategic plan including specific objectives, goals, strategies and measurement. The well-defined IMC strategy can extend and deliver message through the other elements. The IMC strategy also needs to be measured and adjusted in order to be effective and efficient. The author argues that ‘IMC seeks to use the unique advantages of each marketing medium to reach out to different segments of the target market and achieve marketing synergy’. The fundamental purpose of IMC activities is to get the right message to the right audience through the right channels at the right time. This is because it is not just concerned with a short-term transition. It is developing a long –term relationship between the brand and its consumers

more...
Chelsea-Rae Dawson's comment, September 25, 2013 11:46 PM
This article has some great points. When a company or organization is developing a new marketing campaign, it is not a one size fits all game. People will respond differently to different approaches of marketing so it is important that as marketers, we cover all our bases.
Yuhang Wei's comment, September 26, 2013 6:14 AM
@Scarlett Yeounju Kim: "Integrated marketing communications is the use of a variety of marketing outlets in unison to provide clarity, consistency, and maximum communicative impact... Each element of an IMC strategy must have well-defined purpose and should support and extend the message delivered by the other elements". I think these two sentences can really represent the main opinion of the article. Surely, IMC has many different sections but each section should have an unique function to play its role of making the marketing process better. Three elements of IMC: Consumer; Channels; Evaluation. Each element has its own function and they should work together to make IMC work better. You have a very clear explanation for the article and I believe I too learn many things from the article.
Holly Adams's comment, September 26, 2013 8:40 PM
@scarlett. Great article with a very interesting and creative way of describing IMC. I particularly loved the thought of of picking the right club for the situation, this is so true and very important! Each piece of IMC is used to improve a certain part / situation, yes they all work together, and differently should, but to use the right one at the right time a place is crucial for a successful IMC within your company.
Rescooped by Scarlett Yeounju Kim from Planning, objectives, budgets and measuring success - IMC
Scoop.it!

Objectives, Measurement and Program Planning

Objectives, Measurement and Program Planning | IMC Milsetone-2 | Scoop.it
Five Helpful Hints to Jumpstart Your '11 Marcom Success This is "Annual Plan" season for many companies and so the next few blogs will focus on the brand and marketing communications planning proce...

Via Erica George
Scarlett Yeounju Kim's insight:

The fundamental purpose of the IMC program is to build brand equity and communicate with current and potential consumers. This leads to an increase in profit and return on investment.

In order to do this, it is critical for IMC practitioners to establish objectives.  This article describes how to establish well-stated objectives. The author argues that ‘well-stated objectives are the across-the-board, key to success because they provide the foundation for measuring and evaluating the entire Marketing Communications Program’. They suggest utilising the SMART system and ensuring that objectives are: Specific, Measurable, Attainable, Realistic and within a Time frame. These standards mean that objectives must be defined one at a time, simple; easily assessed by number; achievable; feasible and having a specific time line. These are probably well-known go-to theories for a marketer. However, many marketers find it difficult to identify the critical steps to build IMC objectives. This is because IMC objectives need to be separated from marketing objectives. IMC objectives are also much more specific and require holistic approaches. However, establishing IMC objectives is an important task to create successful IMC programs because specific objectives are the foundation on which all other promotional decisions are made. If there is no decision-making process there is no success in business. In order to be successful, business objectives need to be evaluated as well. There are many uncertainties in the real world and the entire IMC program relates to a budget. Therefore, if the objectives cannot be measured this may indicate that they are not well established. Setting objectives can be troublesome but if there is no well-established objective there are probably no sales being generated.  As a marketer one should keep in mind that the purpose of an IMC program needs to have two perspectives: the first one is to generate sales and increase profit, the second is to communicate with consumers. 

more...
Yuhang Wei's comment, September 26, 2013 6:57 AM
@Scarlett Yeounju Kim: I agree with your comment"The fundamental purpose of the IMC program is to build brand equity and communicate with current and potential consumers. This leads to an increase in profit and return on investment". This is the key point of IMC. The article used SMART objectives, which are used when communicating a product or brand. Simple; Measurable; Achievable; Realistic and Timeliness. These five elements can make sure the marketing communications success and then achieve the goals. You have a very detailed explanation about these five objectives and also your own opinions about the article. This is a very interesting and helpful article to let me understand the IMC deeply. IMC is about a process which contains many different elements to make the process better and SMART is one of these elements to help marketers develop the strategy well and also make the profit.
Holly Adams's comment, September 26, 2013 8:50 PM
@scarlett. Great article above, describes the usefulness of SMART extremely well. It is such a great thinking tool to have and MUST be uterlised effectively in every company and business. It allows us to stay focused one the important issue that is within each company. Often many company's (if not focusing on SMART) will miss the Simple aspect to a product or service. Many of us tend to over create and over think in product design and advertising. SMART is a must within a business and or company.
Shichi Zhong's curator insight, May 14, 10:46 PM

The fundamental purpose of the IMC program is to build brand equity and communicate with current and potential consumers. This leads to an increase in profit and return on investment.

In order to do this, it is critical for IMC practitioners to establish objectives.  This article describes how to establish well-stated objectives. The author argues that ‘well-stated objectives are the across-the-board, key to success because they provide the foundation for measuring and evaluating the entire Marketing Communications Program’. They suggest utilising the SMART system and ensuring that objectives are: Specific, Measurable, Attainable, Realistic and within a Time frame. These standards mean that objectives must be defined one at a time, simple; easily assessed by number; achievable; feasible and having a specific time line. These are probably well-known go-to theories for a marketer. However, many marketers find it difficult to identify the critical steps to build IMC objectives. This is because IMC objectives need to be separated from marketing objectives. IMC objectives are also much more specific and require holistic approaches. However, establishing IMC objectives is an important task to create successful IMC programs because specific objectives are the foundation on which all other promotional decisions are made. If there is no decision-making process there is no success in business. In order to be successful, business objectives need to be evaluated as well. There are many uncertainties in the real world and the entire IMC program relates to a budget. Therefore, if the objectives cannot be measured this may indicate that they are not well established. Setting objectives can be troublesome but if there is no well-established objective there are probably no sales being generated.  As a marketer one should keep in mind that the purpose of an IMC program needs to have two perspectives: the first one is to generate sales and increase profit, the second is to communicate with consumers. 

Rescooped by Scarlett Yeounju Kim from Marketing, PR & Communications
Scoop.it!

Brand positioning strategy, Stephanie Wu

Brand positioning strategy, Stephanie Wu | IMC Milsetone-2 | Scoop.it
Five Helpful Hints to Jumpstart Your '11 Marcom Success This is "Annual Plan" season for many companies and so the next few blogs will focus on the brand and marketing communications planning proce...

Via Carl Zide
Scarlett Yeounju Kim's insight:

Brand positioning may be tough work as a marketer and it may be harder if the product already exists. However, there is a good example of a brand which repositioned well in order to change their image and earn brand equity. Burberry is a well-known brand with history and tradition. It was established in 1856 by Thomas Burberry who sold men’s outerwear in England. He made good decisions which meant that this brand became an international luxury brand. He recognised the attributes of the material his company used, which aided him in engaging with the right distribution channels and eventuated in positive associations with the military “trench coat”.  Burberry evolved into a retail and wholesale business as well.  However, it confronted a crisis because of non-strategic location, inconsistency in price, design and quality control due to a wide range of retail environments that were a product of low-risk investment. Yet this situation dragged the brand into bankruptcy. Therefore, they were in urgent need of reform. A newly appointed chief executive tried to reorganise it to utilise the 4P’s; Price, Place, Promotion and Product.  First of all, they changed their name from ’Burberry’s’ to ‘Burberry’ and created a new brand logo as well as more contemporary packaging in order to attract customers and create a lasting impression. They used promotions to change perception of Burberry. In order to increase brand awareness they launched a new style of advertising with celebrity models such as Kate moss and renowned fashion photographers. In order to create the new brand image, it is important to be selling the product in the same place as similar quality brands. Thus, they also repositioned their locations with flagships near Gucci, Versace, Prada, Chanel, YSL, and Bulgari. They established a multi-level brand strategy with a target market which ranged from well-off customers to the middle class, children to the middle-aged, western culture to eastern. They made careful decisions about their distribution channels in order to create a unique image and personality for their brand. To put it simply, positioning is at the core of IMC. Every marketing element needs to be well-integrated in order to create and carve the brand image in customers’ mind. Positioning is a measure of perception. A seed of thinking is hard to plant in people’s minds but if it is planted successfully it is also hard to remove. Therefore, the fundamental role of a marketer is to apply the right brand strategy at the right time in the right place. Successful positioning not only increases brand awareness but it also provides competitive longevity in the market. Therefore a well-positioned brand radically affects the success of business.

more...
Yuhang Wei's comment, September 26, 2013 5:54 AM
@Scarlett Yeounju Kim: The article is about "Burberry" which is a very famous fashion brand for clothes; shoes; bags and other fashion products. For fashion companies like Burberry, brand is the most important factor for the company because they need to build up a nice brand image to tell the consumers that they are stand for high-end product and styles. Therefore, brand management is becoming a significant object to find out the correct way to promote its brand. First of all, a special product design can be the most successful way to attract consumers and let them remember the brand. Advertising and other promotion methods can increase the exposure of the brand, such as TV commercials; Magazine advertisement; etc. Those can really help Burberry build the brand image and also reputation in the fashion field. How to sell the product is also very important due to this is another way to let consumer feel the brand and experience the different promotion of the brand. You mentioned 4P (Price; Place; Product and Promotion) which is very helpful and useful link to the article. You have some very interesting points. Good work.
Holly Adams's comment, September 26, 2013 8:34 PM
@scarlett brand image is extremely important for excample Carnavel Cruise lines we looked at in class. Their brand image was extremely good initial two major instances which caused an understandable black lash from the public. This caused the company to have to re market their interest brand which is a huge job that no company would want to have to undertake. With this example we have seen new television commercials trying to put the focus on 'fun' as well as advertising for a huge target audience. This excample provides excactly what can happen to a brand name and how fast it can happen. Great article above with very useful points :)
Rescooped by Scarlett Yeounju Kim from Milestone 3, IMC Creative Strategy and channel Planning Strategy
Scoop.it!

Top TV commercials | Advertising | Creative Bloq

Top TV commercials | Advertising | Creative Bloq | IMC Milsetone-2 | Scoop.it
Five Helpful Hints to Jumpstart Your '11 Marcom Success This is "Annual Plan" season for many companies and so the next few blogs will focus on the brand and marketing communications planning proce...

Via Wincy Cai
Scarlett Yeounju Kim's insight:

One of the beauties of IMC programs is the creative side. Most IMC activities require creative strategy and creative tactics. Creative strategy is that which ‘determines what the advertising message will say or communicate’. Creative tactics are concerned with ‘how the message strategy will be executed’ (Belch & Belch, 2012, p. 259). These are not limited to advertising; they include many other IMC activities such as direct selling, sales promotion, public relations, direct marketing and interactive marketing. This is because IMC needs to communicate with the consumer. In order to communicate with consumers effectively, IMC practitioners should be story-tellers.  The talented story-teller can capture audiences’ attention quickly and effectively. The contemporary era offers many different experiences. This means that it may be hard to draw audiences’ attention. However, the purpose of IMC activities is to draw an audiences’ attention to a specific brand and products. This article discusses TV commercial advertising. The advertisements that are shown seem to tell many different stories - but in reality they do not. Literally, they tell and depict different products in different ways. However, they all have one message: ‘ I need your attention, please buy me!!’. In the fast-paced contemporary community the perspectives of people’s desires change quickly.  In order for the efforts of IMC activities to be fruitful, practitioners should be creative otherwise they may be consumed by the consumers’ desires.

more...
Wincy Cai's curator insight, May 3, 2013 9:24 PM

Many companies spend millions of dollars each year to produce advertising messages and make excellent products, becuase they believe that creative advertising is an important part of their marketing success. Good creative strategy and execution can often be central to determining the success of a product or service or reversing the fortunes of a struggling brand. TV commercials is creative and popular. A well executed TV commercial will increase sales and revive a declining brand.

Yuhang Wei's comment, September 26, 2013 6:31 AM
@Scarlett Yeounju Kim: TV commercials are always an useful advertisement method and can directly influence the audience's feeling about the product or the brand. Advertising is also an important method in IMC to help the marketing process more effective and finally achieve the goal or purpose. The most important thing in TV commercial is to grab audience's attention. No matter what influence that TV ads can leave to the audience, as long as they grab attentions then it can be called a successful TV commercial. Because they finished the job with letting people notice the content of the commercials. That is really helpful to increase consumers' perception when they go shopping. Good article!
Holly Adams's comment, September 26, 2013 8:45 PM
@scarlett. I think a good example of successful advertising would have to be the series of Pak N Save ad's. These ad's are both funny and informative. They have the ability to capture the audience through humour as well as letting them know that their company is the best. This article shows the importance of advertising to the company, and I think this example shows the effected on the consumer. It gets their attention and draws them into their store under a very competitive market.