IMC Milestone 2
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IMC Milestone 2
The communication Mix, Direct Marketing, Programme Planning Strategy
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What is direct marketing, anyway

What is direct marketing, anyway | IMC Milestone 2 | Scoop.it
As touchpoints and technologies evolve, so does the definition of direct marketing.

Via Duncan Robertson
Thapthim (Thim) Phithak's insight:

Different people have different opinions, however i agree with this author opinion. i believe that direct marketing is to do interactions with targeted customer , improving communications and building customers engagement and loyalty which will lead to increase in marketing and sales. 

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Zongwu Chen's comment, September 26, 2013 7:42 AM
A briefly definition and more likely personal perspective of direct marketing. There are some points which are clear defined. Direct marketing is about channel for other data, it is making for specific target customers.
Linda Huynh's comment, September 26, 2013 1:58 PM
@Chen Sun - Everyone has their own opinions and one views on this, so why would people's perspective be any different? I mean, this article is a perfect example of explaining. I do agree with the author though, targeting a specific audience is always an effective way, tradition as it may be, but it still works wonder when it comes to direct marketing.
Sean Peh's comment, September 26, 2013 7:59 PM
I feel that the author of this article has the same thinking as I do, direct marketing is not simply direct mail or some sort it is more of talking to customers or specific target market literally with relevancy. This helps gather data of the target market and improve those communications over time.
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ABC's of IMC: Media Strategy

ABC's of IMC: Media Strategy | IMC Milestone 2 | Scoop.it

Via Deveshnee Moodley, Alina Oleinik
Thapthim (Thim) Phithak's insight:

The article is about media planning and strategy, I really enjoy reading this article and i find it very helpful. This article provides definitions to the terminologies that are involved in this exercise. The model gives a clear guidelines for developing media plan. 

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Michelle Kim's comment, September 25, 2013 4:05 AM
@Sienna Jang
I agree with you that this is a good article to learn and it gives clear process and information of developing the media plan within the IMC planning process. it also tells us importance in media planning and strategy with the formulas which helps in learning of target markets geographically. I also agree with your points how to survive in market industry, because markets and trends are always changing, therefore the company needs to adapt their marketing efforts at right time.
Sean Peh's comment, September 26, 2013 7:06 PM
This is actually a really well structured article with that huge table. This article is more based around which media to use and then plan the strategy accordingly. The company really has to identify their target market and segment them so that the advertisement would work better.
Kevin yau's comment, September 26, 2013 8:03 PM
@Sienna Jang
This article shows a clear picture of what IMC. It is very detail but it is quite hard for me to understand the content when i was reading the first time. I agree that the a good media strategy will help create more brand awareness and brand equity.
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Key Elements of the Marketing Communications Mix | BlogLet.com

Key Elements of the Marketing Communications Mix | BlogLet.com | IMC Milestone 2 | Scoop.it
The key elements of the Marketing Communications Mix used by marketing professionals are public relations, sales promotions, advertising and personal selling.

Via Benjamin Finnigan, Onnie Wongchanon
Thapthim (Thim) Phithak's insight:

This article discusses about the key elements of the marketing communication mix. There are 7ps in this Mix’s, they are product, place, price, promotion, physical evidence, processes and people. The mix’s is important since it defines how a company will position its product in the market by blending various elements in different quantities. Advertising, personal selling, sales promotions and public relations are the elements mentioned in the article. I agreed that out of all the elements, Advertising is the most important one because it includes all paid messages deliver through various mediums, so that they could reach their target audience. Even though it is costly to do however it has benefits such as the message sent is design by the advertiser so that it will reach all consumers. 

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Sean Peh's comment, September 26, 2013 6:17 PM
Hi Thim, although I agree with what you said, I would just like to add something important which is personal selling and public relations. I think having to personally persuade and engage with the consumers changes their mindset from negative to positive about the company or even from good to better. Having to pay the price and lead to a greater profit in the end will all be worth it.
Brittany R Taylor's comment, September 26, 2013 7:04 PM
The article is very thorough but more theory based nd doesn't give any examples to real life situations. With the article focusing on 4 parts; Advertising, Personal Selling and Sales Promotion and PR, the article gives a good blend of business tools. But like I said above, there needs to be examples.
TSZ HA FUNG's comment, September 26, 2013 7:46 PM
Most company use advertising to achieve mass communication and gain brand awareness, but company need to pay a large amount of money to advertiser, however, company have control of what message to distribute is more safe while compare to public relation is control by reporter.
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The Role of Direct Marketing in the IMC Program - ManagementParadise.com Forums - Your MBA Online Degree Program and Management Students Forum for MBA,BMS, MMS, BMM, BBA, students & aspirants.

The Role of Direct Marketing in the IMC Program - ManagementParadise.com Forums - Your MBA Online Degree Program and Management Students Forum for MBA,BMS, MMS, BMM, BBA, students & aspirants. | IMC Milestone 2 | Scoop.it
The Role of Direct Marketing in the IMC Program Advertising & Marketing IMC considers all sources of brand or company contact that a customer/prosp

Via Mareta Simanu Sapolu
Thapthim (Thim) Phithak's insight:

This article targets mostly on role of direct marketing in the IMC which is good since direct marketing is important role for the company to do inorder for them to engage their target consumers, to makes sales and gain cusomer loyalty. Having an understanding of this article will help the company to be sucessful. 

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Jieyi Situ's comment, May 9, 2013 11:44 PM
All elements in IMC are connected to each other. Direct marketing helps business to have better communication with their customers, which can make the business more humanized. They need to know customers' needs and wants. As Zhaowei said, "building a strong direct marketing is significantly becoming the most important business strategy".
Sean Peh's comment, September 26, 2013 7:42 PM
Hi Thim, this article emphasizes a lot on direct marketing which is good because it is really useful when company creates a relationship with the consumers. Not to mention by doing direct marketing we know that our promotion or the message that the company wanted to deliver is been delivered successfully.
Sini Tagiloa's curator insight, August 26, 2014 10:38 PM

How effective is Direct Marketing as a tool in creating brand awareness and attracting consumer interest before "clutter" is considered a potential threat in segmenting your target audience?

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What Is a Marketing Communication Mix?

What Is a Marketing Communication Mix? | IMC Milestone 2 | Scoop.it
Marketing is a broad business function that includes product research and development, merchandising and distribution processes and pricing, as well as communication or promotion. The communication ...

Via Hannah Joy Gaisford
Thapthim (Thim) Phithak's insight:

This article talks about what Marketing Communication Mix is about, the communication mix refers to specific methods used to promote the company or its products to targeted customers. This article firstly suggested that there are five elements in to doing the communication mix, they are Advertising, Personal selling, Discounts and promotions, Public relations and direct marketing. Some depictions of the promotional mix include five elements, while others add a sixth that is event sponsorships. All the elements in this article are very well explained and I completely agree with it.

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Sophie Batten's comment, September 26, 2013 6:32 PM
I agree with your insight Hannah that advertising is one of the most recognised element of the marketing mix. it is the main thing that grabs consumers attention and the main thing that basically makes a product successful or not. This article explains alot of different different elements of the marketing mix that i was not aware of, it is very useful to know these elements and now understandable why business's use them and why they are successful
Sean Peh's comment, September 26, 2013 6:36 PM
I like the marketing communication mix as it is pretty clear on what it is all about. Personally, I do like to emphasize on personal selling and public relations because this is the part where they really engage with the customers and are able to persuade them or change their mindset on the brand.
Shino Takano's comment, September 26, 2013 8:51 PM
Great choice Hannah, I agree that advertising is one of the most major element in marketing. Many companies do put most of their marketing budget into advertising as it is very effective to attract people's attention. However this article shows other marketing elements that are also useful, and being used depending on what kind of product they are going for. It is important to know all 5 elements to use the marketing communication mix to achieve the best outcome.