Comparing the two options it is very obvious that option 2 creates an emotion for the consumer and perhaps drives more consumers to a ‘feel good’ purchase. The emotional response from the visual effects connects the emotional senses such as see, hear, feel and think linking the consumer to the product. Listing facts, as in option 1 is more likely to lose the consumers emotional response, therefore minimizing the impact and appeal of the product. Research shows that marketing strategies such as using a video stimulates consumer emotions and draws them in. I agree this is a smart marketing tactic to motivate the consumer to buy into their product. This approach demonstrates the importance of emotional responses.
The article clearly outlines that without SMART objectives there can be no significant measurable outcome. I agree that setting objectives are paramount to achieving success criteria in planning for brand and marketing communications. The tips 1-5 in this article are informative with simple details of what the objective might look like. For example, tip 5 timeliness requires setting a timeframe for an objective to be accomplished along with questioning the period to measure success. The tips also generate ideas for how your program can be measured and evaluated and realistically relate to the processes used in companies marketing programs.
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Manea Murray's insight:
I agree with the article, which is stipulating the importance of planning for specific marketing areas and to understand what the essential purposes are. Therefore it is vital to communicate the Integrated Marketing Communication (IMC) components to managers, as they are key to relationships with integrated marketing. Managers roles are expected to be that they prioritize activities, plan for challenges and allocate funds accordingly. Goal setting provides a strategic plan for effective budgeting. The IMC components are a tool to support and measure the program planning.
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