This article illustrates the fundamental truths and inisght toward IMC. IMC is made up from different tentets and constructs, the author of this article, in attempt to enlighten readers about the succinct underpinnings of IMC, has given examples of factors that should be understood when dealing with the IMC approach. It discusses the fragementation of markets, the constantly changing media, and consumers being more 'savvier'. This artcle reiterates what many other texts denote about IMC. But it also reminds me of the relevance IMC has to today's changing environment, and how the beliefs of IMC are important for organisations today who are faced with the many challenges that this article makes reference to.
This article highlights the importance of planning the emotional response in advertising. The author suggests using a different model rather than the one used traditionally by Rosser Reeves, which assumes that in order to change behaviour; we must first change the attitude. The author puts forward facts that prove this is not a successful approach. And another model should otherwise be used. According to the author, persuasive advertising does not necessarily mean effective advertising. Appealing to emotions is crucial because humans are not rational and appealing to their emotions makes for impacting and affecting advertising.
This article rings true to my beliefs of how I am affected by advertising. In watching the advertisements which created an emotional response, I was more able to connect with it and remember it. The article states that the questions to ask when making an advertisement should consist of : What do we want the consumer to feel? And what do we want the consumer to remember?. In my opinion this works more successfully than an advertisement that is merely trying to convince the consumers that the product or service is a good one. In watching those award winning commercials in the article, I found that I was highly immersed and intrigued and then only afterwards I had considered the brand. However, the perception I had of the brand was recreated and impacted after watching the advertisement. The author of the article states that the higher attention the more permanent the memory is stored. After reading this article and watching these advertisements it made me realise how important it is to understand how the minds of human beings as consumers, operate. It is imperative to understand emotional responses because it is tied in with the image of the brand and its success, in a consumers mind. Is is also critical for the use of IMC, because IMC attempts to create an image that speaks with "one voice" it is also crucial that the emotions are also consistant among the many factors of the marketing mix and the promotional tools used in marketing.
The article highlights the importance of creating objectives and budgeting for advertising. The Author highlights the importance of using objectives in the IMC programme, and to determine the value of the advertisement. The Article gives exemplars of models that can be used in measuring the value of advertising expenditure; these models mostly use sales and gross margin increase as a measure of the success of advertising. It is made clear in the article, that consumers do not act immediately, therefore, in using IMC, marketers must be vigilant when taking into consideration the amount of advertising to use and for how long.
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