Milestone 3, IMC ...
Follow
Find
74 views | +0 today
Your new post is loading...
Your new post is loading...
Scooped by Wincy Cai
Scoop.it!

ABC's of IMC: Creative Strategy

ABC's of IMC: Creative Strategy | Milestone 3, IMC Creative Strategy and channel Planning Strategy | Scoop.it
Wincy Cai's insight:

Creative strategy development is guided by specific goals and objectives. In addition, the creative development and execution of the advertising message are a crucial part of a firm’s IMC program and are often the key to the success of a marketing campaign. 

more...
Wen Gao's curator insight, May 15, 2014 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, 2014 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, 2014 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

Scooped by Wincy Cai
Scoop.it!

The Perfect Media Plan in 7 Steps

Decisions are influenced by a number of factors and a variety of thought processes.
Wincy Cai's insight:

Media planning is the series of decisions involved in delivering the promotional message to the prospective purchasers and/or users of the product or brand. Media planning is a process, which means a number of decisions are made, each of which may be altered or abandoned as the plan develops. There are seven steps of media plan which can help the media planner/buyer’s make decision more easy and comfortable.

more...
Holly Adams's comment, September 27, 2013 12:34 AM
I thought this was a great article describing the customers emotion towards a product or a brand. It is so true that we (the customers) buy things based on our emotion towards the production. Rating to a want a need scenario, if a customer needs something, there is usually not too much joy in buying it. But if they want something they rather enjoying buying it, we (the customer) experience this everyday and often blur the lines. We do this by having a want and trying to convince our selfs (or the company is convincing you) that is it really a need instead of a want, therefore you have to buy it. Prime example of the emotion customers use when shopping.
Cam Huu Ta's curator insight, September 20, 2014 9:54 AM

Media Planning is the task of a media agency and entails finding media platform for a purchasers or users to use the product or service of the brands. The purpose of media planning is reach the marketing campaign objectives. There are seven steps to reach The Perfect Media Plan, which can help marketers or advertisers make the decision easier. These seven steps is an constant circle, those are identifying problem/opportunity, list criteria, prioritize criteria, consider alternative, evaluate, decide, and evaluate....

 

Ying Wang's curator insight, September 26, 2014 9:02 AM

The main duty of media planning is to give a reason for customer purchase and improve business image. Because Consumer may define the product when they have the first image of that. So media planning is an important part for a business to show their brand and service to the customers. Undeniably, all of the planning is in order to improve sales and help to create an image. 

Scooped by Wincy Cai
Scoop.it!

Top TV commercials | Advertising | Creative Bloq

Top TV commercials | Advertising | Creative Bloq | Milestone 3, IMC Creative Strategy and channel Planning Strategy | Scoop.it
From babies in a band to an old guy sweating Skittles, advertising agencies are getting more creative in order to get your attention. Check out these inspirational examples of TV commercials from the year so far...
Wincy Cai's insight:

Many companies spend millions of dollars each year to produce advertising messages and make excellent products, becuase they believe that creative advertising is an important part of their marketing success. Good creative strategy and execution can often be central to determining the success of a product or service or reversing the fortunes of a struggling brand. TV commercials is creative and popular. A well executed TV commercial will increase sales and revive a declining brand.

more...
Scarlett Yeounju Kim's curator insight, September 24, 2013 1:57 AM

One of the beauties of IMC programs is the creative side. Most IMC activities require creative strategy and creative tactics. Creative strategy is that which ‘determines what the advertising message will say or communicate’. Creative tactics are concerned with ‘how the message strategy will be executed’ (Belch & Belch, 2012, p. 259). These are not limited to advertising; they include many other IMC activities such as direct selling, sales promotion, public relations, direct marketing and interactive marketing. This is because IMC needs to communicate with the consumer. In order to communicate with consumers effectively, IMC practitioners should be story-tellers.  The talented story-teller can capture audiences’ attention quickly and effectively. The contemporary era offers many different experiences. This means that it may be hard to draw audiences’ attention. However, the purpose of IMC activities is to draw an audiences’ attention to a specific brand and products. This article discusses TV commercial advertising. The advertisements that are shown seem to tell many different stories - but in reality they do not. Literally, they tell and depict different products in different ways. However, they all have one message: ‘ I need your attention, please buy me!!’. In the fast-paced contemporary community the perspectives of people’s desires change quickly.  In order for the efforts of IMC activities to be fruitful, practitioners should be creative otherwise they may be consumed by the consumers’ desires.

Yuhang Wei's comment, September 26, 2013 9:31 AM
@Scarlett Yeounju Kim: TV commercials are always an useful advertisement method and can directly influence the audience's feeling about the product or the brand. Advertising is also an important method in IMC to help the marketing process more effective and finally achieve the goal or purpose. The most important thing in TV commercial is to grab audience's attention. No matter what influence that TV ads can leave to the audience, as long as they grab attentions then it can be called a successful TV commercial. Because they finished the job with letting people notice the content of the commercials. That is really helpful to increase consumers' perception when they go shopping. Good article!
Holly Adams's comment, September 26, 2013 11:45 PM
@scarlett. I think a good example of successful advertising would have to be the series of Pak N Save ad's. These ad's are both funny and informative. They have the ability to capture the audience through humour as well as letting them know that their company is the best. This article shows the importance of advertising to the company, and I think this example shows the effected on the consumer. It gets their attention and draws them into their store under a very competitive market.