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ABC's of IMC: Creative Strategy

ABC's of IMC: Creative Strategy | IMC321 | Scoop.it

Via Wincy Cai
Ta-Ral Jhagroo's insight:

The article explains the how creative strategies can be communicated effectively. The steps in the article give a good idea about how international marketing communication strategies are created and how they are memorable to the consumer.
I found the article to be an interesting read because it is about the creative steps marketers use. "Advertising creativity is the ability to create solutions to different problems in communicating a message. It is about generating new and unique ideas that can be used to develop these solutions. “Which is what I find largely interesting when talking about the planning stage of the IMC process.


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Wen Gao's curator insight, May 15, 12:11 PM

The core of advertisement is creating something new. Not only to catch peoples eyeball, but also to impress them, briefly introduce or explain what the product or the company is all about.

Undoubtedly, some advertisements are successful not on account for creative ideas, for example, using a star to represent. It achieves the goal of advertising for a certainty, but I think it is not because of the advertisement. The way that advertising develops has to be creating. No matter what type of advertisement it is, realism, utopian or abstract, the audience are focus on the idea that you showed to them.

To create, you need an idea. It is an easy story, but hard to accomplish. Sometimes the idea just comes out by itself, but when you really need one, it comes nowhere. There are 4 steps to explain the process.

Preparation: Gathering information needed to solve the problem through research and study

Incubation: Setting problems aside to let the ideas develop

Illumination: Seeing the solution to the problem

Verification: Refining the idea, polishing it and then evaluating it for its appropriateness

yundy wang's curator insight, August 31, 2:24 AM

The core of advertisement is creating something new. Not only to catch peoples eyeball, but also to impress them, briefly introduce or explain what the product or the company is all about.

Undoubtedly, some advertisements are successful not on account for creative ideas, for example, using a star to represent. It achieves the goal of advertising for a certainty, but I think it is not because of the advertisement. The way that advertising develops has to be creating. No matter what type of advertisement it is, realism, utopian or abstract, the audience are focus on the idea that you showed to them.

To create, you need an idea. It is an easy story, but hard to accomplish. Sometimes the idea just comes out by itself, but when you really need one, it comes nowhere. There are 4 steps to explain the process.

Preparation: Gathering information needed to solve the problem through research and study

Incubation: Setting problems aside to let the ideas develop

Illumination: Seeing the solution to the problem

Verification: Refining the idea, polishing it and then evaluating it for its appropriateness

yundy wang's curator insight, September 13, 9:54 PM

The core of advertisement is creating something new. Not only to catch peoples eyeball, but also to impress them, briefly introduce or explain what the product or the company is all about.

Undoubtedly, some advertisements are successful not on account for creative ideas, for example, using a star to represent. It achieves the goal of advertising for a certainty, but I think it is not because of the advertisement. The way that advertising develops has to be creating. No matter what type of advertisement it is, realism, utopian or abstract, the audience are focus on the idea that you showed to them.

To create, you need an idea. It is an easy story, but hard to accomplish. Sometimes the idea just comes out by itself, but when you really need one, it comes nowhere. There are 4 steps to explain the process.

Preparation: Gathering information needed to solve the problem through research and study

Incubation: Setting problems aside to let the ideas develop

Illumination: Seeing the solution to the problem

Verification: Refining the idea, polishing it and then evaluating it for its appropriateness

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Rescooped by Ta-Ral Jhagroo from Milestone 3, IMC Creative Strategy and channel Planning Strategy
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ABC's of IMC: Creative Strategy

ABC's of IMC: Creative Strategy | IMC321 | Scoop.it

Via Wincy Cai
Ta-Ral Jhagroo's insight:

The article explains the how creative strategies can be communicated effectively. The steps in the article give a good idea about how international marketing communication strategies are created and how they are memorable to the consumer.
I found the article to be an interesting read because it is about the creative steps marketers use. "Advertising creativity is the ability to create solutions to different problems in communicating a message. It is about generating new and unique ideas that can be used to develop these solutions. “Which is what I find largely interesting when talking about the planning stage of the IMC process.


more...
Wen Gao's curator insight, May 15, 12:11 PM

The core of advertisement is creating something new. Not only to catch peoples eyeball, but also to impress them, briefly introduce or explain what the product or the company is all about.

Undoubtedly, some advertisements are successful not on account for creative ideas, for example, using a star to represent. It achieves the goal of advertising for a certainty, but I think it is not because of the advertisement. The way that advertising develops has to be creating. No matter what type of advertisement it is, realism, utopian or abstract, the audience are focus on the idea that you showed to them.

To create, you need an idea. It is an easy story, but hard to accomplish. Sometimes the idea just comes out by itself, but when you really need one, it comes nowhere. There are 4 steps to explain the process.

Preparation: Gathering information needed to solve the problem through research and study

Incubation: Setting problems aside to let the ideas develop

Illumination: Seeing the solution to the problem

Verification: Refining the idea, polishing it and then evaluating it for its appropriateness

yundy wang's curator insight, August 31, 2:24 AM

The core of advertisement is creating something new. Not only to catch peoples eyeball, but also to impress them, briefly introduce or explain what the product or the company is all about.

Undoubtedly, some advertisements are successful not on account for creative ideas, for example, using a star to represent. It achieves the goal of advertising for a certainty, but I think it is not because of the advertisement. The way that advertising develops has to be creating. No matter what type of advertisement it is, realism, utopian or abstract, the audience are focus on the idea that you showed to them.

To create, you need an idea. It is an easy story, but hard to accomplish. Sometimes the idea just comes out by itself, but when you really need one, it comes nowhere. There are 4 steps to explain the process.

Preparation: Gathering information needed to solve the problem through research and study

Incubation: Setting problems aside to let the ideas develop

Illumination: Seeing the solution to the problem

Verification: Refining the idea, polishing it and then evaluating it for its appropriateness

yundy wang's curator insight, September 13, 9:54 PM

The core of advertisement is creating something new. Not only to catch peoples eyeball, but also to impress them, briefly introduce or explain what the product or the company is all about.

Undoubtedly, some advertisements are successful not on account for creative ideas, for example, using a star to represent. It achieves the goal of advertising for a certainty, but I think it is not because of the advertisement. The way that advertising develops has to be creating. No matter what type of advertisement it is, realism, utopian or abstract, the audience are focus on the idea that you showed to them.

To create, you need an idea. It is an easy story, but hard to accomplish. Sometimes the idea just comes out by itself, but when you really need one, it comes nowhere. There are 4 steps to explain the process.

Preparation: Gathering information needed to solve the problem through research and study

Incubation: Setting problems aside to let the ideas develop

Illumination: Seeing the solution to the problem

Verification: Refining the idea, polishing it and then evaluating it for its appropriateness

Rescooped by Ta-Ral Jhagroo from Creating an Effective Communication Mix, The Power of Ideas and Direct Marketing IMC - Milestone 3
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Direct Marketing More Relevant Than Ever

Direct Marketing More Relevant Than Ever | IMC321 | Scoop.it
Burgeoning digital channels and new avenues of customer insight give marketers new opportunities to build affinity and sales through direct marketing.

Via PHAM THU NGA, Manea Murray
Ta-Ral Jhagroo's insight:

I agree with the points that this article is trying to make. Direct marketing is an effective tool for both marketers as well as the consumers. For marketers they can interact with consumers on a personal level like never before, and for consumers they can specify modifications that they would like to see in the future based on their changing requirements. I agree with the point that direct marketing is more relevant than ever, due to the introduction of smart phones. This allows marketers to contact consumers anywhere in real time. Creating an emotional bond that has not been able to be created before.

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Norman Vaz's curator insight, September 26, 2013 4:49 PM

This article was very interesting as it talked about the increased importance of direct marketing and how it engages the consumer.The article states 'direct marketing tools can enable marketers to develope and ehance emotional bonds with individual consumers, and customer groups to grow the value of their customer base in real time'. In my opinion this statement could not be further from the truth as building a relationship with a brand and its consumer is key to growing their custpmer base and with that would come increased coustomer loyalty and soo forth.

Anna Kong's comment, September 26, 2013 6:33 PM
goood article jianwang
Ahmed Salman's comment, September 26, 2013 6:39 PM
I agree with your insight shay. i like how this article is relevent to imc concepts
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2013: The Year of Integrated Digital Marketing

2013: The Year of Integrated Digital Marketing | IMC321 | Scoop.it

The widespread adoption of Internet, social, and mobile technologies has shifted power from the producer to the consumer. In this new “techonomy,” the increasingly sophisticated and highly-connected consumer expects more from brands; he or she wants personalization, relevance, convenience, simplicity, and proximity. To stay competitive, brands need a new approach to consumer engagement and conversion. They need an integrated digital marketing strategy.

To help the reader fully appreciate the importance of integrated digital marketing, here is brief list of the top Marketing Trends for 2013; it represents a mash-up of my own thoughts coupled with everything I’ve been reading over the past year.

Ta-Ral Jhagroo's insight:

The artical is very insightful on a concept that involves integrated marketing. The article presents very good points which I strongly agree with on the way that marketing is headed, into a new “techonomy." Everything now a day you do involves some type of technology, or you'll be able to find an app to help you. Companies are turning to social media as well as other digital sights to answer customer question, establish customer relationships, gain feedback as well as many other key things, technology, as in apps, social media, etc, in marketing is now just unavoidable.
The article makes one clear point which I firmly agree with; To stay competitive, you must form meaningful connections with the people who matter most: those who find value in your brand.
Which in other words, you need integrated digital marketing.

 

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Daryl Peterson's comment, September 26, 2013 12:15 AM
Very well written curation Manasi. This article relates to the the real world and is relevant in how technology is slowly taking over the world. Marketers who use to send out flyers in the mail or ads over tv and radio now use social media sites. It is an effective tool to use as its quick and efficient for both marketers and consumers as it saves time. This also allows marketers to interact with consumers by using instagram to show not yet released products, tweets to set trending topics to catch consumers attention and faceboook which is the most used social media site to get their message across to a wider target audience. Thies allows marketers to engage with consumers and increase both their brand image and recognotion within the market.
Gregory Farr's comment, September 26, 2013 3:20 AM
this article has hit the nail on the head by saying new technology has given the power from producers to consumers. This is because it is easier for people to get messages across making it harder for company to put the wool over our eyes, Bad service or bad marketing experiences can be spread through consumers at quick pace and through the word of mouth be very damaging towards a companies reputation. This article also touches on how the technological world is changing as we speak, smart phones and tablets are rising in sales as PCs decline. Markets need to be careful and pay a lot of attention to all information they decide to publish online as the internet can be a power tool both to promote positively or negatively about the comany
Sarah Johnston's curator insight, September 26, 2013 6:58 AM

Integrated digital marketing is becomming more and more prevalent in the modern world of marketing. These days consumers aren't just looking to get information on a product, brand or company whilst in the comfort of their own home; they want to access the information from anywhere. As stated in this article, 800 million smartphones and tablets would have been sold in 2012 alone. Consumers are using these devises to get information online. Brands need to get involved with mobile-friendly webpages and applications in order to reach these kinds of consumers. However digital and mobile marketing is already hugely popular, and businesses will have to tweek their approach to become as convenient, relevant and as personal to their consumers as possible, to make sure their product/service stands out above all others.
Perfect summary to the article "In other words, you need integrated digital marketing."

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A strong brand, or a strong strategy, which is more important?

A strong brand, or a strong strategy, which is more important? | IMC321 | Scoop.it
One of the members of the SME Strategy Facebook community asked the other day: "When you have a brand name with poor strategy or a strong strategy with out a brand name......... which will lead to success ?

Via Hannah Merceanu, Paula Hudson, Jesme Fa'auuga
Ta-Ral Jhagroo's insight:

I agree with the points that this author is trying to point out in this article. Both the brand and strategy are important, as the combination of the two leads to a businesses success. The strategy, in my opinion, is far more important in the earlier stages of establishment of the business. While a strong brand is important for recognition and differentiating itself from competitors, it will all mean nothing without the right strategy to get it out to consumers to recognise in the first place. Once the strategy is in place and growth occurs, then the brand strategy will become important to sustain and increase growth.

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Wenzi Liu's comment, August 21, 2013 2:29 AM
In my opinion, I believe that we need a successful strategy to build a strong brand. A strong brand and a strong strategy cannot be separated when operating a successful business.
Cen Xun's comment, August 22, 2013 12:44 AM
I it's really difficult to say with one is more important, the brand and the strategy should be working together and even, weakness strategy could ruined a good brand, and powerful strategy could be "overweight" of weakness brand, because the brand didn't have enough ability and skills to control the stategy
David Blomfield's comment, August 22, 2013 6:25 PM
I thought that the article made some very good points especially the point about the need to change from a marketing strategy to a brand strategy once your business has become successful. However without a clear marketing strategy the business will be walking into the market blind. I think this was an awesome article and described the importance of brand management very clearly.
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Brand and Reputation Management: Four Insights | Social Media Today

Brand and Reputation Management: Four Insights | Social Media Today | IMC321 | Scoop.it
I was recently asked a provocative question: “What experiences or insights have shaped your views on brand and reputation management in today’s business environment?

Via Rebecca Downing
Ta-Ral Jhagroo's insight:

In business the way your brand is perceived is a huge indicator of the popularity of your product and in turn how it will sell. I strongly agree that the changing role of influence has a large part to do with this. Influence is something that is always changing with the times affected by various things. It pays to always have the brand on the right side of the influence. The impact of social media had become the largest way that companies can influence a brands reputation. Social media is all around us and is constantly being screened in front of potential customers. It is easy for social media to influence how people view bands in a negative, or a positive way. The presence of brand experience is also a factor with household brand names normally having influences with good connotations attached. Overall, the reputation of a brand is a very powerful thing, instilling psychological attachments in the minds of consumers can prove to keep customer loyalty, meaning that the customer will be more likely to come back and purchase your products.

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Ravneel Chandra's comment, March 21, 2013 3:57 AM
Over the years it has become much easier to access information on large brands all thanks to social media, making communication between B2C much easier. Rading this article has made me realise that brands influence consumers due to the power they have over consumers. That power makes consumers purchase new products and evaluate their experience. I prefer the brand Nike over other sports brands and the reason is the way they communicate their brand to the consumers. Getting the best athletes in the world to wear their brand influences me to purchase their brand and hope to become the best in the world at my chosen sport. Nike has a large influencing power on me, greater than I thought, which makes me buy new products of theirs all the time.
Nimalan Sri's comment, March 21, 2013 2:30 PM
Wilicia great choice of article, My favourite brand would have to be Tiger Beer. This brand has a large influence power on me to buy the beer. The was they get their message across for their product is short, sharp and valid. I feel that brand power controls the power of influences between B2C. From reading this article it illustrates how brands influences consumers of their products.. The power makes cosumers purchase their product which they trying to sell and get their message across..
Finau Tuipulotu's curator insight, July 30, 2013 5:54 AM

In business trust has been defined as the glue that holds the business relationship together and is expressed repeatedly in your actions. This includes what you do and do not do. According to this reading most companies today are not approachable and lack a personality or an image that people can relate to. Building trust with your consumers is crucial like returning phone calls immediately and being consistent in your words and actions. You have to understand what your customers are expecting from you and if trust is not present, they will not buy.
Again, i will have to agree using social media to provide profound insights about how your customers feel about your products by giving feedback that helps you define your weakness and try overcoming them for business benefits. Empowering your brand to customers is another advantage.


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What can the giants of technology teach the high street?

What can the giants of technology teach the high street? | IMC321 | Scoop.it
What can a more modest retailer learn from Apple, in order to improve the experience of shoppers on the high street?

Via PHAM THU NGA, Manea Murray
Ta-Ral Jhagroo's insight:

I believe the points in the article are very accurate and agree with them. I agree with the points about creating an effective communication mix and measuring objuectives with results.
The example used of Apple to portray the points is a stella example as Apple can be reffered to by many as "the becon of great retail."
Also the point of sopping becoming digtalised is the way of the future. However agreeing with the point above I too also think that in saying that it does take away the direct experience of going out and seeing a tabgable thing. 

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Markus Schobel's comment, September 26, 2013 3:35 AM
I agree with you matt, Consumers should always come I like how this article describes how apple has integrated themselves with their consumers
Klaudia Lewis's comment, September 26, 2013 2:31 PM
Very good article Sophie. I highly believe that statement regarding too much choice is confusing for consumers! This article highlights clearly three simple ways brands and companies can improve shoppers' experience. By concerntarting on customer service, being bold and not afraid and editing your portfolio and messaging businesses can can positively enhance a shoppers experience! Apple has effectively intergrated an effective communication mix into their brand and products!
David Blomfield's comment, September 26, 2013 6:45 PM
I think that this article was an interesting read. It tells us the various ways that Apple promotes its products in a customer focused manner. I believe that this demonstrates the correct use of the marketing mix to create a strong brand image. I agree that the experience you receive and the ease of shopping can hugely impact how much you spend and whether you revisit that site.
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Powerful yet often overlooked: emotional response

Powerful yet often overlooked: emotional response | IMC321 | Scoop.it
“I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” Maya Angelou  I’ve discussed that communication is essent...

Via Paras Chadha
Ta-Ral Jhagroo's insight:

The article is extremely though provoking and looks at the emotional responses when communicating with a customer. The author highlights that, people will forget what you say, people will forget what you do, but people will never forget how you made them feel. I felt that during my experiences with brands this is very true.
The article also talks about the classic model of advertising; Advertising --> attitude --> behaviour. But due to being based on the wrong assumptions, has been altered to; Advertising --> salience --> behaviour.

In the salience model, advertising builds and reinforces consumers’ memories about a brand. 
I think ultimately emotions are the strongest thing a marketer can use to get their brands messages across. It establishes a relationship, with like human to human can be strengthened. Appealing to emotions enhances the trust on a brand by a consumer and therefore can lead to customer loyalty.

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Kimberley Rogers's curator insight, August 21, 2013 8:04 PM

An interesting point is made in this article; that instead of saying 'what do we want to say?' We should be saying 'what do we want the audience to remember/understand?'. This is a very insightful comment made by the author, as many promotional materials and advertisements are solely trying to convey the message they want to say to consumers. But what is more important is what the consumers remember about what was being said. The article goes on to talk about emotional responses to advertisements and their importance. I also found the two 'models of advertising' shown in the article to be very informative and they have changed the way I will look at advertisements from now on.

Nona Pedersen's comment, August 21, 2013 8:46 PM
In response to Kimberley Rogers' insight, I found this article to be a great read, the emotional response a consumer has with a product or brand is important as thats the thing that they will remember. It is vital to get the consumer to understand what you are saying and I feel that an emotional response should be targeted by marketers. Great insight!
Max Downing-Webb's comment, August 22, 2013 1:46 AM
Good read on emotions, this author obviously has been working in this area of marketing. Toward the end of the article it is stated that "few brands make clear decisions on the kind of emotions they want to be associated with." I think that this is a very important statement. In cognitive messages, a lot of thought is given to the information conveyed, but is the same thought given to emotions in peripheral route promotions? Furthermore, the emotion desired amongst consumers for a given brand should then be communicated across all touch points for an integrated marketing strategy.
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Social, SEO & Content: How to Create a Potent Integrated Marketing Campaign

Social, SEO & Content: How to Create a Potent Integrated Marketing Campaign | IMC321 | Scoop.it

The key to developing a successful strategic marketing plan begins by re-evaluating your marketing and content development plans.

 

Here's how to make social media, SEO, analytics, blogging, and content development work together synergistically.

 

Read More: http://searchenginewatch.com/article/2258738/Social-SEO-Content-How-to-Create-a-Potent-Integrated-Marketing-Campaign


Via Antonino Militello
Ta-Ral Jhagroo's insight:

The article presents good insight to how businesses should deligate spendings on social media. Social media is the new highway for companies to market to brands, but for some businesses it may not feasable due to the products they are trying to market. The author presents good points and I agree with his points on organising online marketing. The narrative - story to market, development - developing the right message for the consumer, interaction - communicating with consumers and planning - looking at trends. The points were thought provoking on the whole process. 

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Michael's comment, September 25, 2013 11:50 PM
Again I think you found a great article and your insight is spot on. I think the article sums up the communications mix quite well, especially the importance of evaluating a campaign. I think too often it is easy to plan an extensive campaign but forget about evaluating it - evaluation is the time to see what worked/didn't work and improve on it for the next campaign so it is obviously critically important.
Sam Wilkinson's comment, September 26, 2013 1:18 AM
I have to agree with michael, you articles and insights are awesome. With this article I like the emphasis on measuring a campaigns success as it is often the part of a campaign where marketers can learn the most .
Blake Holmes's comment, September 26, 2013 3:21 AM
This article was great and furthered my undertstanding of the importance of planning and evaluating when creating an Integrated Marketing campaign. Also the idea of measuring objectives is crucial to gauge whether or not a campaign is successful or not.
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15 Businesses to Admire for Consistent, Stellar Branding

15 Businesses to Admire for Consistent, Stellar Branding | IMC321 | Scoop.it

Look at 15 brands that have figured out how to have consistently stellar branding across all of their marketing assets.

Ta-Ral Jhagroo's insight:

I agree fully to the way that the branding of a product is associated to and directly compared to a relationship. Personifying the concept of branding gives a great insight for what markers should be striving to achieve when they set out to promote their brands. Having this relationship from brand to customer connects them on a personal level, providing them with these positive feelings, will increase their brand loyalty and keep coming back to purchase the product. Above all, the customer will feel like the product is dependable and that they can trust a brand, much like they would in a person-to-person relationship. This emotional attachment is a very strong method; one that I believe can have very constructive results over time.

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Jordan Smith's comment, August 22, 2013 2:14 AM
This article gives some great example of brands that have managed to make their brands stand out through IMC. I definitely agree that content and communication with consumers, is an essential part of what makes a consumer continue to use a brand this can be seen right through from packaging to the way in which employees engage with customers. How transparent a brand appears to be can also play a factor in whether or not a consumer chooses to stay loyal, a lot of these brands mentioned below have played on this for example Lush which produce organic beauty products, they use a “natural” theme in their packaging which is simple and basic as they as seen as having a “no frills” approach which is all part of communicating their key message of producing organic products.
German Grebenyuk's comment, August 22, 2013 3:50 PM
Yeah, it’s interesting how the article actually draws connections between being attracted to people’s personalities and brands’ personalities. I think it is indeed a lot easier to attract and engage consumers, create a pleasant experience if a brand’s personality reminds them of their friends or partner.
Aleisha Snell's comment, August 22, 2013 9:15 PM
I like how this article shows how different businesses gain emotional responses from their consumers. I agree with Melika and how she mentions that 'like personal relationship consumers are looking for certain characteristics within a brand.' this is a valid point and it shows that the marketers of companies actually need to be in the eyes of their consumers/target group in order to affectively get the positive emotional responses - by receiving a positive response then other marketing techniques will be enforced- for example; word of mouth. Businesses would be better off keeping the existing happy consumers as opposed to trying to pick up new consumers.