IMC sem1
84 views | +0 today
Follow
IMC sem1
IMC
Curated by Yg Kim
Your new post is loading...
Your new post is loading...
Scooped by Yg Kim
Scoop.it!

Chapter 15: Integrated Marketing

Yg Kim's insight:

Direct marketing is a promotional element that uses direct communication with consumers. Forms of direct marketing are direct mail and catalogs, television, telemarketing and direct selling. This article arises the growth of direct marketing, the value of direct marketing and technological, global, and ethical issues in direct marketing.

more...
Dorel Ferdis's comment, May 9, 2013 8:06 PM
Direct marketing relies heavily on information technology and databases to collect and store customer information. This is then used to tailor personalised offerings for each customer in an attempt to induce a purchase. Direct marketing should not be used however, to bombard customers with information as this can cause them to ignore your messages. Some ethical issues also include ensuring that private data is not on sold to other businesses or calling at in appropriate times like during dinner hours etc.
Johnny Price's comment, May 9, 2013 8:16 PM
A detailed and informative overview of the IMC and direct marketing concept. The article covers the communication process, the promotional elements, the IMC promotional mix, developing an IMC program, executing and evaluating the promotional program and direct marketing. An insightful article into the IMC concept
Scooped by Yg Kim
Scoop.it!

What Is the Marketing Communications Mix?

What Is the Marketing Communications Mix? | IMC sem1 | Scoop.it
Brief and Straightforward Guide: What Is the Marketing Communications Mix?
Yg Kim's insight:

Communication mix is also known as a promotional mix which is to describe the varied strategies used to advertise and promote a business. Communication mix includes sales promotions, personal selling, direct marketing efforts, general advertising, and public relations. This article definds each methods and gives examples.

more...
Johnny Price's comment, May 9, 2013 7:26 PM
A clear and helpful article illustrating the components of the marketing communications mix. One of the components identified is direct marketing and the success that can come with targeting email campaigns and direct mail campaigns. All identified components of the marketing mix are essential for successful IMC campaigns.
Dorel Ferdis's comment, May 9, 2013 7:40 PM
A marketing communication mix incorporates a number of components illustrated in this article such as personal selling, direct marketing etc, which are used in order to advertise a business and its related products or services.
Scooped by Yg Kim
Scoop.it!

Integrated Marketing Communication - Group N: Establishing Objectives and Budgeting on the Promotional Program

Integrated Marketing Communication - Group N: Establishing Objectives and Budgeting on the Promotional Program | IMC sem1 | Scoop.it
Yg Kim's insight:

This article simply definds establishing objectives and budgeting on the promotional programs. It divides sections of Determining Promotional Activeties, DAGMAR: An Approach to Setting Objectives, Establishing and Allocating the Promotional Budget, and Allocating the Budget.

 

In order to have a successful promotional program, marketing objectives, budget and timeframe must be set to be quantifiable, realistic and attainable. Meaning objective, budget and timeframe must have boundries for them to be delivered.

more...
Jasmin Vallance's curator insight, August 22, 2013 5:08 PM

This article allows the reader to fully understand the basic concepts of establishing objectives and budgeting for the promotional programs. This article relates well with the IMC concept as, it allows us to understand these ideas. These objectives are key ingredients for any business looking to use marketing as a successful tool. The article breaks down the objectives, through looking at the values in which objectives have; communications, planning and decision making, measurement and evaluation of results. Any marketing objectives need to be realistic and measurable for a business to be successful.

Matthias Röse's comment, August 22, 2013 5:08 PM
This article opens the door to the wide field of Integrated marketing Communications. It indicates some very important issues around nowadays marketing, for example setting measurable objectives and allocating a marketing budget. These are very important steps towards calculating the ROI of marketing and to improve marketing activities in the long term. The concept of DAGMAR was new to me but I totally agree with the importance of measureable goals. By this the article is a good start to get an idea what integrated marketing is about.
Priscilla Hema's comment, August 22, 2013 9:34 PM
"Any marketing objectives need to be realistic and measurable for a business to be successful." this scoop elaborated on this and gave key elements through he field of IMC
Scooped by Yg Kim
Scoop.it!

Integrated Marketing Communications 101 | Enrollment Builders

Integrated Marketing Communications 101 | Enrollment Builders | IMC sem1 | Scoop.it
Integrated marketing communications (or IMC) incorporates various advertising tools and media channels used within a marketing campaign to maximize success.
Yg Kim's insight:

This article outlines Marketing communications partnership in IMC by using the IMC pillars which are Stakeholders, Content, Channels, and Results. The article explains the four pillars by which and how to target consumers, to have clarity or consistency of messaging, different types of media, and lastly to maximize success. Therefore in order to have a successful end result it will involve companies working together effective and efficiently

more...
Johnny Price's comment, March 21, 2013 4:49 PM
Was interesting to read in this article the fundamental truths behind IMC and the quick tips advising towards better and more effective IMC application. The use of the four pillars of IMC made for a very interesting and relative read.
Dorel Ferdis's comment, March 21, 2013 8:46 PM
Straight forward article identifying the need of IMC in business. I definitely agree with the part in the article which identifies areas of IMC which organisations fail to grasp. An organisation that fails to embrace and take on board the IMC concept may regret doing so in the not to distant future. Thanks for this.
Scooped by Yg Kim
Scoop.it!

Integrated Marketing Communications - Meaning and its Components

Integrated Marketing Communications - Meaning and its Components | IMC sem1 | Scoop.it
Integrated Marketing Communication (IMC) refers to integrating all the methods of brand promotion. Lets discuss the various components of integrated marketing communication in detail.
Yg Kim's insight:

A simple definition of Integrated marketing communication (IMC) refers to integrating all the methods of brand promotion to promote a particular product or service among targeted customers. Also this article explains various components of IMC which are The foundation, The corporate culture, Brand focus, Consumer experience, Communication tools, Promotion tools and lastly Integration tools.

more...
TSZ HA FUNG's comment, August 22, 2013 9:08 PM
IMC is an idea of use how company should promote and communication by change of time. Because of the development of technology, IMC encourage use multi – communication channel to expend the marketing segment and message exposure, also build 2 way communication with consumer to increase loyalty and relationship.
Yunqi Zeng's comment, August 22, 2013 11:37 PM
I agree with Lucy. IMC represents an efficient way of communicate with consumers which gathered many channels that are used in different situations. It build up closer relationship between the consumers and the companies.
Rachel Chen's curator insight, October 2, 2014 10:52 PM

A simple definition of Integrated marketing communication (IMC) refers to integrating all the methods of brand promotion to promote a particular product or service among targeted customers. articles are the easiest and quickest to understand. Integrated marketing communications is crucial for organizations to promote their brand well among the end users, not only against their external competitors but also in the log-term survival.

Scooped by Yg Kim
Scoop.it!

ABC's of IMC: Media Strategy

ABC's of IMC: Media Strategy | IMC sem1 | Scoop.it
Yg Kim's insight:

It is important for all marketers to fully understand consumers need and wants to use the appropriate media form to appeal their products to them. This article shows a diagram of developing the media plan. The steps taken for developing media plan is Market analysis which looks at tarket market, internal and external factors that may influence the plan, and where and when efforts should be focused. Next is setting the media objectives, objectives must be set reasonably. Then develop and implement media strategies and lastly evaluate and follow up to improve in the future.

 

more...
Dorel Ferdis's comment, May 9, 2013 7:58 PM
This article emphasises understanding your customer including the channels they are like to use and the market that your product is going to be sold in. It then gives you a step by step process as to how you should go about developing your media strategy.
Zhaowei Lu's comment, May 9, 2013 9:05 PM
This article is pretty clear to show the strategy of IMC. The statements shows that different medias have different purposes. Marketers should always understand what media want, and what are positive and nagetive things that media might get. If business understands , and make right plan to face it , it will bring more effective background
Liwei Zhou's comment, May 13, 2013 6:55 PM
It makes my brain clear! Author descript it very clear to show us the points of each step of media step takes. I can tell this will help us in our career life in the future a lot. thanks
Scooped by Yg Kim
Scoop.it!

SALES PROMOTION BUDGET - ManagementParadise.com Forums - Your MBA Online Degree Program and Management Students Forum for MBA,BMS, MMS, BMM, BBA, students & aspirants.

SALES PROMOTION BUDGET - ManagementParadise.com Forums - Your MBA Online Degree Program and Management Students Forum for MBA,BMS, MMS, BMM, BBA, students & aspirants. | IMC sem1 | Scoop.it
The allocation of monetary resources to sales promotion is determined by the promotional strategy of the firm. In most cases, first the total amount
Yg Kim's insight:

Budgeting for a sales promotion is determined by the promtional strategy of the firm. This article talks about five important techniques that are commonly used to allocate funds to sales promotion. The five techniques are Percentage of sales method, Units of sales method, Competitive parity method, All you can afford method, and Objective end task method. As all firms have different funds for their promotions they need to allocate the right method and try not to cross the boundaries otherwise they could over do their expenses 

more...
Dorel Ferdis's comment, April 9, 2013 3:16 AM
Brief and insightful article regarding the five common methods used for allocating promotional budgets. Each business should asses its own personal situation before choosing a method. Some of which may include position within the market, strength and number of competitors, types of products being sold etc.
Johnny Price's comment, April 9, 2013 3:48 AM
A good article on the importance of effective budgeting, highlighted through the five important techniques used to allocate funds to sales promotion. The selection and allocation on funds is key to successful budgeting and this article is helpful towards doing this
Scooped by Yg Kim
Scoop.it!

Emotional Marketing: What Makes Buyers Buy | Business 2 Community

Emotional Marketing: What Makes Buyers Buy | Business 2 Community | IMC sem1 | Scoop.it
The Role of Emotions in Marketing What’s more logical: Option 1: Clearly stating the facts about your product/service offering and touting the benefits
Yg Kim's insight:

Zingerblang has comparied two approches of getting the consumers purchasing their product. One approach uses rational thinking process and the other using emotional processing. Research show using the emotional processing has gotten more consumers purchasing their product.

 

This article talks about emotional processing is a better way of approching to customers than the rational thinking process. It divides sections of  marketing emotions, emotional marketing value and emotional marketing strategies so that it can help marketers to develop their advertisment more towards the emotional processing.

more...
Dorel Ferdis's comment, April 8, 2013 10:01 AM
The rational thinking process seems more like mere describing the benefits that a product will provide. With so many marketing messages bombarding consumers daily, consumers can easily switch of to these types of messages. Whereas the emotional process approach is much more likely to be different and captivating, it should show you why a product should be bought and show how those benefits will make the consumer feel. Most marketing campaigns are still using the rational approach and even though the ad may be informative, consumers are less likely to buy, whereas those that can incite an emotional response are going to be more effective and likely to transfer into more sales for the company
Johnny Price's comment, April 9, 2013 2:09 AM
The listing of effective techniques and tactics that we as marketers should include when developing marketing materials made this article an informative read. Tailoring messages to those who you are selling too and keeping it simple are just a few recommendations to a successful emotional marketing strategy
Scooped by Yg Kim
Scoop.it!

The Importance of Branding for Businesses

The Importance of Branding for Businesses | IMC sem1 | Scoop.it

Branding is successfully creating a brand identity that will not only make your business more appealing in comparison to your competitors, but it will also convince consumers that in a sea of prospects, your business is the only one capable of satisfying their needs.

Yg Kim's insight:

This article highlights the importance of branding and how creating successful brand identity will have impact on differentiating with competitors and making consumers to remember the company. Also it provides examples of well known companies such as Coca Cola, McDonald and Apple branding strategy.

more...
Wen Gao's curator insight, May 8, 2014 2:00 AM

Based on many marketers’ ideas mentioned in the article, branding is most essential for a business because it makes a business or a brand stands out from the massive market. Like a person has his or her own personality, a brand should have its personality that is brand identity. As long the positioning and identity of a brand has settled down, the company can have the orientation of the development of the brand, make the appropriate marketing strategy and launch advertising campaigns effectively. It is more easily for customers to recognize and remember the brand according to its special properties and identity. Among the competitors, defining the brand is very important. If you don’t define your brand, you create the possibility that someone else will do it for you, including your competitors. Here’s a good example of brand identity – Coca Cola. People can easily recognize this brand based on the jingle, TV ads, packages, and the signature color – red. 

Zakarie Murtagh's curator insight, August 23, 2014 9:07 PM

Such a great article on the importance of how IMC and branding is the crux of having  a strong, successful and working business, that is able to differentiate strongly from its competitors to gain a competitive advantage.

Rachel Chen's curator insight, October 2, 2014 11:36 PM

According to the article, a brand needs to be marketed and created so that it differentiates itself from competitors. If a company chooses not to distinguish itself from other competitors, than it faces the issue of competing brands building a better brand image. . The use of good company examples such as MacDonald's  Coca Cola and Apple are also evident, and they add to the thread of the article linking success to brand image. I think there are benefits to adopting integrated marketing communication with consumers, to strengthen the brand I think a clear uniform message must be delivered to consumers.