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ABC's of IMC: Creative Strategy

ABC's of IMC: Creative Strategy | Integrated Marketing Communication | Scoop.it

Via Wincy Cai
Wenyu Liang's insight:

Advertising should be creative as it is a tool that helps brand to spread their information. However, it is a skill that makes the advertisement become interesting and attractive. As marketers might hard to tell advertisers what they exactly want, the advertisers should use the information that the marketers provide and present from its own way. Therefore, the marketers should tell the advertisers what kind of effect they want to receive and the core message of the product. Then advertisers should use the relevant information to make a funny, meaningful and attractiveness advertisement. And both marketers and advertisers should have ability to predict what is popular to the audience and fit for the target market. By the well communication between them will get the best result of the advertisement. As the article mentioned, the advertising campaigns are the company with a clear, straight-to-point theme which is easy for people to understand and remember. Like, Nike- Just do it and Wendy`s- Where`s the beef?, those are the good examples that attract people`s attention easily. Once the advertisement is fit for the selling idea, it will increase the sale volume and the popularity of people. Therefore, a creative advertising is helpful for a brand.

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Wen Gao's curator insight, May 15, 3:11 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, 5:24 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 14, 12:54 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

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The Race For Engagement – How Are Car Brands Using Social Media? [INFOGRAPHIC] - AllTwitter

The Race For Engagement – How Are Car Brands Using Social Media? [INFOGRAPHIC] - AllTwitter | Integrated Marketing Communication | Scoop.it
The Race For Engagement – How Are Car Brands Using Social Media? [INFOGRAPHIC]
Wenyu Liang's insight:

How social media engage with people in terms of cars advertising. 

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Why social media is king in direct marketing

Why social media is king in direct marketing | Integrated Marketing Communication | Scoop.it
Perhaps the best direct marketing outlet of all is social media.
Wenyu Liang's insight:

Direct selling is everything about persuasion, in other words, communicate is really important for personal selling. Nowadays, almost everyone has smartphone or computer and they enjoy surfing in the internet or other social medias. Therefore, social medias become a useful tool for direct selling.  However, not every social media is help. Facebook is the best social media that communicate with people. As people are trend to communicate through it and finding information from it, they always browse to see what is interesting up internet. And Facebook has high clarity in the internet and there are no friend limit also all the thing you post on the timeline will be seen by everyone. Therefore, as a social media that easy for people to demonstrate their story is good for personal selling. As they can post the product they are selling in the Facebook then write down the feeling and experience of the product and get people`s awareness. By keep posting the similar information, people might get interested to the product. In this way, it can increase the opportunities that people awareness the product and buy it. To conclude, personal selling is rely on communication, the sellers should adopt the useful social media to help them talk to more people. 

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Personal Selling - Boundless Open Textbook

Personal Selling - Boundless Open Textbook | Integrated Marketing Communication | Scoop.it
Marketing impacts personal selling and improves the selling environment by increasing exposure to potential customers. Read more about personal selling in the Boundless open textbook.
Wenyu Liang's insight:

According to the article, Selling, the art of persuasion, is defined as a one-on-one interaction whereby a tangible or intangible item of value is exchanged for a different item, usually with money in an amount of equal or greater value of the item being sold. Direct marketing is getting more and more popular nowadays as people can do it as a additional business. There are many direct selling companies, like the insurance company, nutrition supplement companies like Anyway, Usana and Nuskin. The reason why everyone knows those company is there are too much direct selling people around us. Direct selling is more straight forward and might has more sales volume as the sellers can get the commitment of their selling. Therefore, more people are involve in different direct selling company in order to receive more noticeable value. Direct selling company is not like other company, they always encourage people to sell and train every staff as a good marketers. As communication with customers is really important to all companies, direct selling is the most direct way to interact with people. High involvement personal selling will bring more value to the company also higher profit for the sales. 

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Beckie Epke's curator insight, May 14, 10:24 PM

This article discusses the eight steps of high-involvement selling. The eight steps involve setting a goal, generating leads, identifying the most promising leads, making the initial contact, presentation, handling objections, closing the sale and a follow up. All of these steps help to create a successful guide of completing a personal sale. Setting a goal means a concept of how many units want to be sold and in what particular time frame this should happen. Sales people are often offered a bonus to get the sales done within a certain time frame. The sales person should then look for appropriate buyers for their product. A good salesman should never stop looking for new buyers if he of she wants to remain successful “it’s not what you know but who you know”. It is also essential for the sales person to follow up on all leads when contacting potential buyers, however it is also important that the salesman can put the buyers into a rank of importance, and contact those more likely to purchase first. Contact  should then only happen with a buyer for a reason and the reason should benefit the buyer. Once your have gained the interest from a buyer it is important that your presentation justifies the reason they should purchase your product, this presentation should not be wasted or it is unlikely you will receive and order. Through the presentation objections may occur which you will have to over come. Often objections will act as a form of negotiation and the salesmen should always look for a win-win fair deal. There are three ways to close a sale, direct close – asking for the order, summary benefit close – where there is a summary of benefits and then an order is requested, assumption close – is when an order is assumed and a question such as how many do you want is asked. To maintain a good relationship with your buyer and to also gain important information for the future a follow up of the sale should always be carried out by the sales person. 

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Is creativity in advertising declining? | Marketing Team Direct

Is creativity in advertising declining? | Marketing Team Direct | Integrated Marketing Communication | Scoop.it
John Hegarty thinks advertising creativity is declining. Can industry leaders help? Look at demand change, consumer change, new media and industry adaptation.
Wenyu Liang's insight:

The function of advertising is to attract people`s attention, however, this article realized that although the TV has more people to watch, the advertisement is getting less. How does even possible? Is it because the creativity in advertising declining? The author of this article gave us a clear explanation. The author found out that advertising does not getting less creativity, the reason people stop feel interest of watching advertising is the way that a brand promote is too much. So people might already watch the advertising by a few times and they hate repeating. In other words, the creativity of advertising is not declining, it`s just because people receive the same information in different channels. However, the key points is do we really care about the creativity in the advertising? The answer might be no. Nowadays people are too busy to focus on everything. Therefore, most people might not aware whether the advertising is creative or not. So it cannot illustrate whether the advertising is less creativity. Although the article said people don`t care the creativity of advertising, advertisers should make the advertisement more creative in order to impress the audience and makes them memory the message that the brand try to deliver. Therefore, the advertising should be more interesting and creativity. 

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Top Five Appeals That Advertisers Use to Sell a Product

Top Five Appeals That Advertisers Use to Sell a Product | Integrated Marketing Communication | Scoop.it
Commercial and print ads use some form of appeal to reach potential customers. Advertisers use appeal to influence a customer to purchase a product or support a cause. Appeals speak to an ...
Wenyu Liang's insight:

This article shows what advertising are trying to persuade us to purchase in different way. Although there are many different ways to represent the meaning of product,  the top 5 appeals that advertisers are fear, humor, rational, sex and bandwagon. The reason that those 5 appeals is popular is they can impressive people and makes them focus on the feature of the product and easy to recall. If the advertising is creative, it might attract people`s attention and entice them to try the product. I remembered that when i was little, i love to watch advertising than TV drama cause i barely not understand what the actors and actress said within the show but i understand what product or service the advertising is trying to sell. Moreover, all of my classmates are remember the slogan in the advertising and we love to say the slogan out lout when we are happy. Therefore, advertising is more like a spirit of the product or service as it represent them to communicate with people. When the marketers need to advertise their product, they need to find out the objective of product then make it impressive into people`s mind. 

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The difference between Brand, Identity and Logo – Marketing

The difference between Brand, Identity and Logo – Marketing | Integrated Marketing Communication | Scoop.it
Do you know the difference between your brand, your identity and your logo?
They all build the image of your company or your product / service. But they have different roles in your strategy.
To sum
Wenyu Liang's insight:

As a marketing student, brand, brand identity and logo are the words that we familiar with. However, we might not understand the distinction between them. After reading this article, i`m more clear about their difference. Brand is the sum of the effect of logo and slogan which means the whole thing of the product and service. Brand identity is all the things that consist of the brand. Such as the advertisement of the brand, logo, slogan, brand characteristic. In other words, all the components that form a brand. And the logo is just a symbol that helps people recognize a brand. Therefore, we can understand that although logo, brand identity and brand sounds similar, the relation between them cannot be confuse. As they are manual. Because a successful brand needs to create a brand identity that helps customer has more memory about the brand and logo is part of the  brand identity. However, if a brand is not famous enough then no one is gonna use it product no matter how good its logo has been designed. Therefore, although there are difference between brand, brand identity and logo, they are close to each other. 

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Examples of Quantifying Social Influence

Examples of Quantifying Social Influence | Integrated Marketing Communication | Scoop.it
Is Klout the new SAT score? “Maybe,” responds Sandy Carter, who leads social media initiatives across IBM. Sandy made this intentionally provocative comment during SXSW this year to make the poin…
Wenyu Liang's insight:

Social medias are essential tools for IMC as they can help a company to spear their name. However, the more is not the better. In order to measure the effectiveness of your social campaigns, it’s critical that the business know its objects. If a business does not has a goal about what they want to achieve from social media, it might present a mess and not clear information to customers. Therefore, it is useful to quantify the number of social media that a firm needs to adopt. It`s better to spend effort to quality than quantity. Once the company choose the most suitable social media, they can find their ideal listeners are share information with them then the firm build trust with people. By quantifying social influence, the firms can achieve their goal more easily and able to build a better relationship with consumers.  

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Market research - how to get better results: customer insight, consumer trends - Marketing Keynote - YouTube

http://www.globalchange.com Customers suddenly change behaviour. Customer insight, consumer trends analysis - marketing keynote speaker. New technology, soci...
Wenyu Liang's insight:

Customer insight is a key point that needs to be mentioned about with IMC program as customers are keep changing their behaviors and mind. In order to remain customer purchase, brand needs to know what insight the customer has from it. It is similar to the last week topic, communication models and barriers. As the brand needs to deliver a clear message to help people receive it easily. For example, Apple gave a high-tech, innovation and convenience image to people so when people see the Apple logo they will recall the information that they received before and be more loyalty to the brand. Therefore, customer insight is important as it represent what the information that the brand delivered. In other words, understanding customer insight can helps understand the brand from different point of view. 

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Barriers to Integrated Marketing Communication | eHow

Barriers to Integrated Marketing Communication | eHow | Integrated Marketing Communication | Scoop.it
Integrated marketing communication is essential to businesses who are dedicated to reaching their consumers and potential consumers through various forms of media, with a consistent message about their businesses and products. Integrated marketing communication helps businesses reach prospects from various angles in hopes to capture their attention...
Wenyu Liang's insight:

Integrated marketing communication is very useful for business which want to achieve long-run goal. However, there are some barriers in the communication. For example, lack of resources might prevent the development of branding as the business might not have enough money to invest in advertising or lack of people to support the job. The other barriers might be the relationship between upper management staff and lower management staff. As the lower management staff might lack of experience to make a decision, the upper management staff can assist them to do things in the right track. Also, different corporate cultures and restricts creativity are other factors that prevent the performance of adopting IMC. By understanding the barriers that might occur in process of IMC, business should has a plan to figure out the problems when the issue come up. Therefore, business not only need to use variety methods to enhance their brand but also need to predict what issues might happen and how to solve them. 

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Jacques Dupeyroux's curator insight, August 25, 10:28 PM

Having an in depth understanding of what the common communication barriers are in terms of maximising a brands ability to reach its consumers through strategic integrated marketing communication campaigns is priceless and essential to ensure a company successfully reaches its marketing goals. Some barriers are Noise and Clutter, Consumer apathy, brand parity as well as ideas and strategies which lack in creativity in general. An understanding of these will ensure that when brands are in the IMC planning process they are able to realise each barrier they are faced with and take the most strategic form of action to avoid coming in contact with these barriers to effective communication. 

Cam Huu Ta's curator insight, September 18, 9:14 AM

From this article, we have a lesson that in business campaign, we have many barriers. So... the question posed is that which the reason of this barriers in business. There are some reasons cause communication barriers, including lack of resource, supporting from upper management, culture difference, and creativity .....

 

 

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Why Brands Must Communicate 'One Big Idea' Online

Why Brands Must Communicate 'One Big Idea' Online | Integrated Marketing Communication | Scoop.it
"By concentrating on the one big idea, CMOs will be better equipped to deal with the speed of digital," says MarketingWeek writer Jo Roberts.

 

Does your business understand and communicate one core message to consumers? If not, you may want to look into doing so.

 

In a recent post, MarketingWeek writer Jo Roberts encourages chief marketing officers to focus on the big idea about their companies to achieve higher digital strategy successes....


Via Jeff Domansky
Wenyu Liang's insight:

Business should delivery one consistent message of a brand to customer. Because there are too much information in the market and people might feel confuse if the idea of a brand is not clear. If a brand can delivery a message to people, it might flourish. For example, Channel provide luxury, up-to-date and elegant out-fit to people, those message shows both online and offline. One big idea might determined the brand image and affect the brand equity. Therefore, it needs to be considered in the marketing communication. 

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Case Study: Integrated Marketing Communications | Foster Marketing

Case Study: Integrated Marketing Communications | Foster Marketing | Integrated Marketing Communication | Scoop.it

Integrated Marketing Communications. TIW Corporation, a 95-year-old company providing innovative, custom-engineered drilling and completion solutions for the oil and gas industry, realized that it needed to reinvigorate its ...

Wenyu Liang's insight:

By using IMC, an old company can have new, innovation way to communicate with customers. As they realize that even the company has impressed technology, it still needs to build a good company image and understand what customer need. Therefore, they use IMC us a tool to help them promote the product and service, also persuade people to purchase them. 

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B2B Advertisers Gain Access to YouTube and Mobile Networks

B2B Advertisers Gain Access to YouTube and Mobile Networks | Integrated Marketing Communication | Scoop.it
Demandbase announces the addition of video and mobile ad serving to its B2B marketing platform.
Wenyu Liang's insight:

As the article mentioned, 50% of american workers use their smartphone when they are working and 14% of them watch Youtude. After seeing those figures we can know that the number of people who using social media is so big. We can understand that how useful Youtube can help to promote a business. Therefore, B2B advertisers noticed that there are access to Youtube and Mobile networks. Nowadays people receive too much information via different channel but Youtube might be the largest one. As we can see different advertisement before we watch the clip on Youtube and the advertisements might repeat for a few times so we can remember what is the content of the ads. In this way, business can increase its awareness and leave a memory to customers. Therefore, it is very useful for business to insert their advertisement in the right place. Once the business can find their ideal access to communicate with people, they can get a unexpected result. Therefore, IMC should not miss social media and mobile networks as a tool to promote.

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Promotion: Integrated Marketing Communication

Promotion: Integrated Marketing Communication | Integrated Marketing Communication | Scoop.it
Wenyu Liang's insight:

Integrated Marketing Communication (IMC) involves the idea that a firm’s promotional efforts should be coordinated to achieve the best combined effects of the firm’s efforts. Therefore, when companies adopt IMC, they want to has a successful promotion of their product. However, it is not easy to promote a product, so marketers should know the skill of promotion. Firstly, they need to find out the promotion objective and effectiveness. In this way, they will know what is the point that they need to promote and what kind of feedback they want to achieve. In order to know the promotion objective, they need to fully understand their product and customers. In the advertising point of view, they need to find out four key points. Firstly, identifying the target audience then determining appropriate advertising objectives. Thirdly, settling on an advertising budget. Finally, designing the advertisements. After doing those four steps. Marketers might able to achieve the advertising goal and get their ideal effect. There are more things than advertising that need marketers to focus on the promotion of IMC, marketers should focus on more points and keep changing advertising strategy then maintain people`s awareness. 

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ABC's of IMC: Creative Strategy

ABC's of IMC: Creative Strategy | Integrated Marketing Communication | Scoop.it

Via Wincy Cai
Wenyu Liang's insight:

Advertising should be creative as it is a tool that helps brand to spread their information. However, it is a skill that makes the advertisement become interesting and attractive. As marketers might hard to tell advertisers what they exactly want, the advertisers should use the information that the marketers provide and present from its own way. Therefore, the marketers should tell the advertisers what kind of effect they want to receive and the core message of the product. Then advertisers should use the relevant information to make a funny, meaningful and attractiveness advertisement. And both marketers and advertisers should have ability to predict what is popular to the audience and fit for the target market. By the well communication between them will get the best result of the advertisement. As the article mentioned, the advertising campaigns are the company with a clear, straight-to-point theme which is easy for people to understand and remember. Like, Nike- Just do it and Wendy`s- Where`s the beef?, those are the good examples that attract people`s attention easily. Once the advertisement is fit for the selling idea, it will increase the sale volume and the popularity of people. Therefore, a creative advertising is helpful for a brand.

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Wen Gao's curator insight, May 15, 3:11 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, 5:24 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 14, 12:54 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

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Debbey Ryan, aka The Queen of Networking shares Tips, Trends and Insights of Marketing: What is Advertising supposed to do?

Wenyu Liang's insight:

Advertising is a good way to spread the information of a brand and it is also a tool within IMC program.  However, how exactly does advertising helps a brand to promote? Firstly, distracting people form what they are doing. If an advertisement is really interesting or meaningful, it might catch people`s attention then the information can insert into people`s mind after repeating a few times. Then the advertisement can deliver the brand`s message in a easy way. Like show in cartoon, use famous endorse to present or just keep repeating the key point. People might able to receive the information in unconscious way then keep the message in mind. The last point is interaction. As people might have different lifestyle so a brand is not easy to interact with people. However, use advertising to interact with people is more easier as people will more enjoy and love to receive new information. Therefore, that three points show how advertising is  able to help a business. As it can attract people`s attention and communicate with people then interact with them, it is how a business become famous~

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The Corey Woods Blog: The 10 Electric Elements of a Comprehensive Brand Identity, and How to Use Them to Your Business Advantage

The Corey Woods Blog: The 10 Electric Elements of a Comprehensive Brand Identity, and How to Use Them to Your Business Advantage | Integrated Marketing Communication | Scoop.it

aSThe 10 Electric Elements of a Comprehensive Brand Identity, and How to Use Them to Your… http://t.co/YHjnCIkB


Via Russ Merz, Ph.D.
Wenyu Liang's insight:

The article has discussed more detail about what is brand identity and how to use the components of brand identity as our business advantage. There are 10 most important elements that within the brand identity. Brand identity is more like a personality as it represented almost everything of the brand. For example, you might able to know the age, income level, personality of a person by one spy as that all tells people what the person is. So does brand. Different brands can give people different feeling is because they all have different product, service and customer experience. One of the brand identity is brand color, how does it works? As we know Ferrari has creative a particular color for its car call Ferrari red. Although Facebook, Twitter, Google are all blue logos but all of them are difference. However, even different social media need to use different type of color because people will have different perception towards colors. Therefore, there are a lot of aspects that we need to care about when we try to develop our own brand. In this way, i understand that why every business wants to create its own brand and why the brand always has better sales result. It is because brand is easily for people to remember so increase the people awareness. Therefore, although building a successful brand identity is not easy, business should build it for a better future result.

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Russ Merz, Ph.D.'s curator insight, December 20, 2012 9:49 PM

Useful list of key branding elements essential for establishing brand identity.

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22 Brilliant Social Media Marketing Tips

Need Social Media Help from me: Website http://www.maturesocialmedia.com Phone: (310) 933-6552 There are 22 Brilliant Social Media Marketing Tips we use on o...
Wenyu Liang's insight:

Social media is a helpful tool that marketing people need it. As a marketer the things they need to do is to advertise their product or service. Luckily, we are living in 21st century, there are more ways that we can do advertising. As almost everyone is using smart phone and internet, the number of social media is getting bigger. However, how do we use social media in marketing as a tool. Firstly, we need to add as much as people we can and get their awareness by posting different useful messages or attractiveness advantages that makes people follow you continuously. Keep doing that and finally the marketer will has a power social network and he/she might become the opinion leader that able to persuasive people to purchase. After watching the Youtube clip, i understand that how powerful the social media is  and use it appropriately can help business to get a unbelievable result. Therefore, marketers should catch the chance of using social media as a tool that help the business to expand their size and communicate with people.   

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Brand Aid Solutions: a response to 'Stop branding aid' | whydev.org

Brand Aid Solutions: a response to 'Stop branding aid' | whydev.org | Integrated Marketing Communication | Scoop.it
Jennifer responds, arguing that we need to harness the potential of branding in creating awareness and demand, particularly for smaller, national NGOs.
Wenyu Liang's insight:

If a firm wants to expand their business or improve their customer awareness, branding is improtant for them. Brand can impressive people through their presenting, product and service. So a successful brand can recall people about the memory of brand when people look at the logo. For example, when i look at the M of Mcdonald`s, i remebered that i always ask grandparents bring me to the Mcdonald`s in the weekend. I rememered all the advertisement of Mcdonald`s and i love to collect all the kid`s menu toys. So when i look at the logo of Mcdonald`s i recall all the fun time and their foods. However, branding is not always help a company, especially the worldwide franchaise companies. Becasue the situation of different countries are difference. For example, if the burgers of Thailand`s Mcdonald`s has problem, it might affect the other Mcdonal`s stores as the customer will query the quality of Mcdonal`s. Every sword has two edges, branding can help the performance of companies but might maximize the problems when one of their store has lower level quality of product or service. Therefore, when companies spear their brand, they also need to maintance their quality of service and product.

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"Trust of Information on Social Media: An Elaboration Likelihood Model" by L. G. Pee

Social media such as Twitter and Facebook are increasingly being used as a source of information in critical situations such as natural disasters and civil unrests. However, false information exists on social media and trusting false information not only leads users to make wrong decisions but can also have dire impact on the society. This research-in-progress examines how individuals process information on social media to determine whether or not to trust the information. Based on the elaboration likelihood model, a research model elucidating the effects of information quality, source credibility, and majority influence on users’ trust of information on social media is proposed. Further, the moderating effects of personal involvement and users’ prior knowledge are investigated. Results from a pilot survey indicate that majority influence has a stronger effect on trust than source credibility for social media users and they are likely to rely on information quality as well as source credibility and majority influence when their personal involvement is high.


Source: http://aisel.aisnet.org/confirm2012/29/

Wenyu Liang's insight:

Elaboration likelihood model (ELM) is one of the tool that helps business to find out whether the information that they deliver is right or not. As wrong information might affect the brand imagine and reduce the customer purchase plus the customer might has negative feeling towards to the brand. Therefore, ElM helps to evaluate the information quality, source credibility and majority influence on user`s trust of information on social media is proposed. By understanding those information, brands might know what kind of social media they should use to deliver their message and how to involve people within the social media they choose. For example, KFC has its official facebook page which they use to post their promotion details, functions and communicate with customer. Facebook is a credible social media and the KFC page has official identification of Facebook so the customers might think the information is reliable and willing to involve in the interaction with KFC. As the more the sources are credible the more personal involvement the customer has, brands need to deliver their message through credible social medias and transform quality information to people. 

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Integrated Marketing: Communicating One Big Idea

Integrated Marketing: Communicating One Big Idea | Integrated Marketing Communication | Scoop.it

Integrated Marketing is about communicating one big idea across several media channels with one voice in order to reinforce the brand’s core message and create a greater and seamless experience for the consumer.

 

I recently stumbled upon this very explanatory and creative video by Baumann Ber Rivnay/Saatchi & Saatchi showing their take on integrated advertising. Here are some of the main points:

Today’s consumers are much more connected and involved as technology, the Internet and social media are a great part of the consumers’ lives. This changes the way we consume information, decide what to buy and experience brands.Today’s consumers lose interest very quickly as they are looking for something beyond the marketing message and ask themselves the question: “What’s in it for me?”Integrated advertising adds value lets consumers take part in an experience that they want to be involved in and share with their friends.The big idea has to integrate with media tools that link to each other and not just stand alone.

 

How do you succeed?

So how do you as brand ensure this experience? The key is consistency in your communication and coherence in your message. Brands often have a number of agencies working for them. It is therefore imperative to communicate brand activities and brand voice to all entities to make sure that communication across all channels is aligned and that every channel really serves the big idea.

 

Activate campaigns across all channels and make sure to communicate any brand activity to all agencies working for you to reinforce the impact of the message. E.g. your Social Media Agency should always be aware of any communications going on offline in order to activate the message across social platforms and create linkage between the on- and offline worlds. With today’s technological evolution, people encounter brand messages just as much online as in TV-spots and billboards. The agency should also be informed about both the overall strategy of the company and any changes in that strategy. Provide your Social Media Agency with visuals and information about your traditional advertising efforts and further develop those ideas to exclusive content for your social media presences to enhance the experience.

 

Analyse the effectiveness of each channel during and after a campaign and be attentive to what consumers want through monitoring and listening. Also, it is important to stay updated with the new innovative media tools – such as here on the Mindjumpers blog.

 

Basically, you need to ensure that all channels don’t work isolated but rather together as a unified force to strengthen the core message of your brand.


Via Bk Chin, zzz
Wenyu Liang's insight:

Not only communicate directly with customer is a kind of communication but also advertising, sending email are part of the offline communication with customers. By using IMC, business needs to expand their way of communication in order to build a steady relationship with customers. However, just because there are numerous ways to promote the brand, the idea the brand wants to delivery must be a consistent message. This article mentioned that the social media agency is able to communicate offline and different social media might enhance experience of the brand. However, brands need to innovate the media tools to attract more people. For example, coca-cola has advertising everywhere, like billboard, TV, movies, even MV. And it delivery a single big idea- enjoy. Coca-cola has its own website and it offend held sports` competition or do promotion in the supermarket. Therefore, it affect me since i was a little and i keep receiving its message everyday.  IMC needs to be adopted by every business as it can emphasis the message of a brand and increase the opportunity that the brand communicate with people. Only a brand is well-know, the long-run value will be increased. 

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Alysse Woodward's comment, August 20, 2013 12:40 AM
This article again identifies that IMC is about communicating one idea across a number of channels. Marketers want to engage consumers through a channel that is relevant to them. Social media is a large channel that needs to be constantly identified. More and more people are using technology in everyday life, in fact technology no plays an essential role in the world we live in.
Consumers loose interest very quickly was a point discussed in the clip – this comes into play when creating a marketing strategy. If a consumer loses interest in one channel, a good marketing strategy should be able to engage a consumer through another channel yet still communicating the same idea.
Using media tools that link to each other can be an easy way to incorporate and link channels. Example of this could be linking Facebook, twitter, or another url to the bottom of an email. Consumers engaged and are interested in the content of the email will look for further information by clicking on the links to other sites involving the organisation.
shahd saif's comment, August 22, 2013 5:21 AM
This article is very similar to another one i read. i agree that intergreated advertising is very important in conveying the message of the brand. That sending the same message over and over again in different ways and different campaigns keeps the identity of the brand, and doesnt loose its message.
May Elizbeth 's comment, August 22, 2013 6:05 AM
"Integrated Marketing is about communicating one big idea across several media channels with one voice in order to reinforce the brand’s core message and create a greater and seamless experience for the consumer" - simple and straightforward definition of IMC! very interesting article indeed Rachel!:)
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Is Integrated Marketing Communication (IMC) Valuable to a Small Business?

Is Integrated Marketing Communication (IMC) Valuable to a Small Business? | Integrated Marketing Communication | Scoop.it

There are few universal management truths.

Wenyu Liang's insight:

IMC is useful to small business as every business needs to build trust or relationship with customers through variety ways. Besides, IMC can help businesses communicate with customer online and offline which improve the long-run value of a business. Therefore, IMC is an essential tool for achieving ideal business result. 

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