Milestone 2. Programming, Planning, Budgets and Measuring Success, Direct Marketing and Consumer Engagement, The power of ideas; integration across all media, Creating an effective communication mix.
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Rescooped by Will Costello from The power of ideas; integration across all media.
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Bringing It All Together:  Four Examples of Integrated Marketing Campaigns

Bringing It All Together:  Four Examples of Integrated Marketing Campaigns | Milestone 2. Programming, Planning, Budgets and Measuring Success, Direct Marketing and Consumer Engagement, The power of ideas; integration across all media, Creating an effective communication mix. | Scoop.it

Via Tyler
Will Costello's insight:

This article, written by Renee Cook articulates four successful integrated marketing campaigns. The four examples used are Kraft Foods, a Kraft foods product Wheat Thins, Popeyes and Dickies. The common theme that runs through each particular example I their campaigns have the same vibe and feel online as they do online. This strategy helps keep consistency through all channels of media from the brand to the consumer. One of the brands that I found particularly interesting was Popeye’s. On a new campaign, Popeye’s wanted to reiterate the same message they originally used back in the 70’s, with the phrase, “Love that chicken from Popeyes.” This campaign will be executed through TV and newspaper advertisements. I think this will help the company portray consistency in the consumers eyes.

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Sisyliana Halim's comment, September 26, 2013 10:16 PM
Hey Sean, i totally agree with you. It is important that companies keep their message constant no matter the target audience, the content of the advertisement or marketing may differ to suit the different segmented target, however in the end the company must be projecting the same message. If not the brand would have have a mixed or confused reputation which is not what IMC is for. In the long term IMC is to increase brand equity so if the brand is not getting recognized and being exposed in a positive way (increase in profit or increase in recall) then the message is not connecting to the image of the company
Onnie Wongchanon's curator insight, September 26, 2013 10:27 PM

This article explores the four integrated marketing campaigns that have effectively combined traditional methods since as conventional promotion offline marketing where they are face to face with consumers a long side with online marketing tools since as Facebook. A combination of the two advertisements is used effectively allows for a successful marketing campaign. The examples used in the articles are by Kraft Foods, Popeyes, and Dickies. 

Thapthim (Thim) Phithak's comment, September 26, 2013 10:39 PM
Hi Sean, I think that this article have given good examples which is good because it give me and idea of how i can integrate ideas across different mass media.
Rescooped by Will Costello from Creating an effective communication mix
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Developing Effective Marketing Communication Mix

Developing Effective Marketing Communication Mix | Milestone 2. Programming, Planning, Budgets and Measuring Success, Direct Marketing and Consumer Engagement, The power of ideas; integration across all media, Creating an effective communication mix. | Scoop.it
Your marketing mix can put you in contact with a variety of customers if you create it with diversity in mind. You create your marketing mix from a combination of advertising, sales promotion, public ...

Via James Marbeck
Will Costello's insight:

This article articulates the 4 valuable attributes when developing an effective marketing communication mix. The first of these is in targeting the consumer. This is textbook marketing strategy, where a specific demographic is chosen and formatted to be the main consumer in which the product is targeted towards. This can be as specific or as wide as needed, but usually the age, sex and family structure hold a high value for a more effective product launch. Secondly, there are the communication channels for distribution of your message towards your target market. This is where you select the medium to carry out your message. For example if you are selling Nike or Air Jordan’s, you would probably want to distribute your message through sports illustrated and banners at basketball games. Once these two points have been devised, there needs to be an estimate of cost. This will evaluate whether your marketing mix is affordable and realistic. The final point is to measure the final results to make sure you are allocating your money with the most efficient results. This is also useful for gaining feedback and determining how effective your campaign is.

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Teagan Adams's comment, September 26, 2013 4:59 PM
James has chosen an interesting article that very clearly explains what the marketing communication mix is made up of and how crucial it is to know your target audience and how to communicate with them, so that you do not waste money on channels that do not reach them.
Manasi Ambavane's comment, September 26, 2013 5:08 PM
Yes vrinda this article give details about how to effective is marketing mix and article talks about the four communication mix target customer, communication channels, cost estimate,measuring which helps to gain the more consumers for the company. The important factors from four communication mix is cost estimate and measuring which will help to know how much companies is spend on marketing the product. The marketers should keep this in mind to improve their marketing strategies and channels of marketing.
Chelsea Tidswell's comment, September 26, 2013 5:48 PM
This is a great article you have chosen Janis. It explains in detail what the marketing mix is made up of and how important it is for a business to know how to communicate with their target audience correctly so ensure money isn't wasted on outlets that do not reach the right people.
Rescooped by Will Costello from IMC
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Direct Marketing and Consumer Engagement

Direct Marketing and Consumer Engagement | Milestone 2. Programming, Planning, Budgets and Measuring Success, Direct Marketing and Consumer Engagement, The power of ideas; integration across all media, Creating an effective communication mix. | Scoop.it
Burgeoning digital channels and new avenues of customer insight give marketers new opportunities to build affinity and sales through direct marketing.

Via Gaia Adni
Will Costello's insight:

This article depicts the significance that social media has helped with companies and brands interacting. The B2C (business to consumer) environment is the base for direct marketing, which is a very strong strategy when trying to engage with the consumer. It was reasonably difficult to directly market to people on a wide scale in the past, though with social media, it is a whole lot easier for the consumer and business to interact. It can also be a way that Businesses can bond emotionally with the consumer, which may help sustain the relationship between the two. This can help increase customer lifetime value.

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David Blomfield's comment, September 26, 2013 10:35 PM
This is a great article and looks at the impact of social media on direct marketing. Direct Marketing is effective because it allows marketers to strengthen their relationship with consumers as well as getting feedback about their product. Not only is it becoming more and more popular as a marketing tool but it is also relatively cheap to use.
Alex Wang's comment, September 26, 2013 10:36 PM
I like the example you used, Florence. It is always so crucial to have interaction with customers. Through the communications, customers would think they are considered as a member of the societies. And getting customers involved, they will become more loyalty to the brand.
Thapthim (Thim) Phithak's comment, September 26, 2013 10:45 PM
I agree with you Sean, i believed that direct marketing works best. I feel that receiving emails and texts are not that engaging compare to personal selling. When you market you products or brand directly to the consumers, you can connect to your consumers emotionally and engage to them better.
Rescooped by Will Costello from Program planning, objectives, budgets and measuring success!
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Promotion Plan - SmallBusinessNotes.com

Promotion Plan - SmallBusinessNotes.com | Milestone 2. Programming, Planning, Budgets and Measuring Success, Direct Marketing and Consumer Engagement, The power of ideas; integration across all media, Creating an effective communication mix. | Scoop.it
How to get the word out on your business

Via Mike Kirkwood
Will Costello's insight:

This article discusses the development of a sufficient and effective promotion plan for a new product. Promotion is one of the major driving forces when it comes to the 4 P’s of marketing. Through the article there are various strategies and forms of product promotion, these include effective research, keeping creative and always keeping your customers in mind. When devising a promotion plan, it is always a good idea to keep in mind the companies image and work around what would complement the brand.  This helps not only create brand awareness, but can also create an emotional attachment to the brand. An example of this is the Tui’s advertisements, where humor is used to complement a product that is made for leisure and socializing.

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Hannah Joy Gaisford's comment, August 22, 2013 11:23 PM
I definitely agree with Oscars insight that products wether they are old or new need to be recognised by the public for what is a product without the public to buy it? This was a great article to choose Oscar very relevant to the topic. A great overall topic on a basic approach to how marketing and planning for marketing is done in general
Danielle Petersen's comment, September 24, 2013 12:32 AM
@DavidShin I agree that a budget is a very crucial point in any promotional program, you have to be very cautious to not exceed the budget that you have set out and ensure that yes, the objectives you have set out are able to be achieved with such a budget.
I think the article you chose was very insightful and covered a range of factors to consider when creating a promotion plan.
The article has highlighted the following as the most important aspects of the plan itself;
Advertising
Marketing Collateral
Promotional Activities
Public Speaking and Conferences
Publications
Media Relations Campaigns
It is important to not that all of the aspects individually create the plan as a whole, they are not complete without one another.
Lily Tran's comment, September 25, 2013 6:31 AM
@David Shin- I think you are right in that being precise with the financial side of things is crucial to ensure the success of the business. By underestimating the costs of production will see the company losing track of expenditure very fast and will run the company down. Between underestimating and overestimating costs, overestimating would be better than underestimating. To have a successful brand, a business plan must be carefully designed and planned. It is true that research must be thoroughly conducted in order to select appropriate and cohesive marketing campaign such as what to use as advertising will depend on the target audience. I think David has summarised the article well and goals should be placed in order to meet the various milestones.