Program Planning, Objectives, Budgets, Measuring Success and Emotional Marketing IMC - Milestone 2
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Program Planning, Objectives, Budgets, Measuring Success and Emotional Marketing IMC - Milestone 2
Program Planning, Objectives, Budgets, Measuring Success and Emotional Marketing
Curated by Manea Murray
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Emotional #Marketing : What Makes Buyers Buy

Emotional #Marketing : What Makes Buyers Buy | Program Planning, Objectives, Budgets, Measuring Success and Emotional Marketing IMC - Milestone 2 | Scoop.it
The Role of Emotions in Marketing What’s more logical: Option 1: Clearly stating the facts about your product/service offering and touting the benefits

Via Gladys Pintado, ThePinkSalmon, Ilona Hussain, Laura Killgour
Manea Murray's insight:

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.  

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Yuhang Wei's curator insight, September 16, 2013 1:06 AM

Emotional response is probably one of the most comolicated but very important topic in marketing. This is because consumers' responese can be so different therefore consumer behavior also need to be learned by marketers. This article deeply discuss how the consumers response when they purchase stuff and analyse the reasons that could make buyers buy. Also, the article mentioned that emontional response can be happened in both B2B and B2C model after all "you are always marketing to humans" Quiet interesting points and very helpful for my IMC study.

Shichi Zhong's curator insight, May 14, 2014 12:24 AM

Emotional response is probably one of the most complicated but very important topic in marketing. This is because consumers' response can be so different therefore consumer behavior also need to be learned by marketers. This article deeply discuss how the consumers response when they purchase stuff and analyse the reasons that could make buyers buy. Also, the article mentioned that emotional response can be happened in both B2B and B2C model after all "you are always marketing to humans" Quiet interesting points and very helpful for my IMC study.

C hu ck's curator insight, May 14, 2014 6:26 AM

This article is about the roles that Emotions play in marketing, to see what makes consumers buy a specific product.

There are, clearly, several different types of advertising, and it is important to understand the role and purpose within the context of the specific advertising campaign (Yeshin, 2004). Using the example of a washing machine, the author illustrates that emotional excitement an advertisement brings works better than the factual statement regarding the product. The main reason attributed to by the author, is that “we are not designed to listen to reason”, and “our emotions are the driver when it comes to our purchase decisions”. Personally, I think it is true, because I do consider myself an impulsive buyer.

Physiologically, our brains are wired for emotional response. Therefore, in the marketing area, successful marketers usually create emotional connections by using visual media and telling compelling stories.

Therefore, in emotional marketing, marketers should adopt a series of techniques to create emotional connections with consumers, including creating image-rich stories, adapting to different media, and using visuals wisely.

In brief, consumers are humans, who make quick decisions on actions based on an emotional response. 

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Objectives, Measurement and Program Planning

Objectives, Measurement and Program Planning | Program Planning, Objectives, Budgets, Measuring Success and Emotional Marketing IMC - Milestone 2 | Scoop.it
Five Helpful Hints to Jumpstart Your '11 Marcom Success This is "Annual Plan" season for many companies and so the next few blogs will focus on the brand and marketing communications planning proce...

Via Paula Hudson
Manea Murray's insight:

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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Max Downing-Webb's comment, August 22, 2013 3:54 AM
It's nice to see the SMART goals theory applied outside of the academic world. Good article Nona, this article is a great reminder to rethink and refine the objectives that make up a marketing program. Measuring success is a bit of a tricky one for marketers as there are so many variables which affect sales. Creating objectives with success standards and measures established at the same time is the best way to go about it, hence why the SMART framework is a very useful reminder here.
Victoria Clark's curator insight, September 15, 2013 11:40 PM

SMART is a set of objectives that if followed through can aid businesses and brands in getting where they want to go. Throughout this article these objectives are discussed so businesses and brands can work to creating objectives that are effective for a successful program to be able to begin. In businesses and brands, having SMART objectives are critical as they can cause either the up or the downfall of said business or brand. The use of SMART objectives leads to an evaluation and measurement of the success of a business or brands success. This article is very helpful and informative as it sets out what is needed, in the basic format, to achieve a great program and success.

Danielle Petersen's comment, September 26, 2013 8:06 AM
@Lily, I like how you gave the little examples of the SMART goals, putting it into perspective a little more. I agree that there is great value in adding the SMART goals into all aspects of a business, no matter what it may be as they are so easily adaptable to every and any business.
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Determining a Budget - Integrated Marketing Communication

Determining a Budget - Integrated Marketing Communication | Program Planning, Objectives, Budgets, Measuring Success and Emotional Marketing IMC - Milestone 2 | Scoop.it
Boundless' free textbooks and study tools makes education more affordable, accessible, and effective for students and professors.
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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Norman Vaz's curator insight, August 22, 2013 9:49 PM

This article focuse on how for IMC to take place you need to firstly have the budget to do just so. Hence budgeting is very important in establishing what IMC method you will be using or what different methods may need more funding. It forces managers to take a more hands on approach in making sure the allocation of funds planning and managing the right IMC method is key in having a successful marketing campaign for your product. 

 

Elle's comment, September 24, 2013 3:56 AM
Cameron - the article clearly define the essential purposes of budgeting and explores how marketing plans affects the budget. This seems relatively useful and would benefit businesses if they kept these in mind when making decisions.
Linda Huynh's comment, September 26, 2013 2:07 PM
@Chen Sun, a great article on the importance of budgeting, that is clearly defined with the essential purposes and how the budgets can be affected through marketing plans. This article is useful for businesses and should really read this as well and help them in decision making.