This article points out the fact how brand strategy and IMC works together to help build a brand. It explains the promotional tools in IMC that is needed to build a brand which consists of advertising, sales promotion, public relations and personal interactions. Companies and marketers need to understand the IMC approach and take into consideration these tools as it is the fundamental in building and maintaing a brand.
This article is very interesting in terms of marketing as it shows us how neuromarketing is the 'science to locating consumers buy buttons'. This article explains in detail the theory of neuromarketing and how it can be a big influence in understanding consumer behaviour. Understanding consumer behaviour is important when it comes to marketing as a company needs to know what the consumer is looking for and expecting in a product or service. If the company has good knowledge and understanding of consumer behaviour then it would be of an advantage when they launch a new marketing campaign which is suited to target consumers.
This article provides good information and survey results to prove their points. It is important for marketers of a company to understand consumer behaviour in order to build a strong and good relationship with customers. Marketers of an organization need to take into consideration customers' emotion in order understand consumer behaviour and their wants and need. This will contribute greatly in generating the income needed to successfully run and expand the company.
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