IMC-Milestone 2
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Communicating with consumers: the importance of emotional responses
Curated by SooJin Kim
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IMCrazy: Establishing Objectives and Budgeting for the Promotional Program

IMCrazy: Establishing Objectives and Budgeting for the Promotional Program | IMC-Milestone 2 | Scoop.it

Via Mike Kirkwood
SooJin Kim's insight:

 This article is a perfect fit to explain the lecture contents of week 5.The subject for week 5 was establishing objectives and budgeting for the promotional program and understanding advertising and marketing program to capture the overall picture of IMC. A successful business must establish a solid objective accordingly. Marketing objectives and integrated marketing communication objectives are two different things. Marketing objectives must be measurable outcomes, realistic, and obtainable. Integrated marketing communications, however, has a generally narrower objective than marketing objectives and fundamentally places communications at its base. For example, an IMC objective would be for the company to communicate to the consumers on brand knowledge and interest, favourable attitudes and image to appeal to their purchase intentions. 

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Manasi Ambavane's comment, August 22, 2013 10:56 PM
Yes Renay i agree with your point like advertising is really important for the brand as to get awareness of the product. All consumers should be aware of the products and services launched in the market. In article it states that marketer should have objectives of share, profits etc.
Aleisha Snell's comment, August 23, 2013 12:09 AM
All businesses have expenses they need to allocate within the company. A major expense that's evident is the marketing and advertising expense. This can be in a companies favour however also it can be in a negative light. If they allocate to much money to marketing and it doesn't generate the right response then it is a negative aspect for the business. Although, if they generate a lot of sales from the amount of money spent than it can be positive. Businesses need to be logical and strategic when allocating a budget as they need to be able to break even as well as maintaining a consistent level of consumers that are in their target group.
Duncan Robertson's comment, September 23, 2013 9:18 PM
I agree with Andre's insight: by developing all the objectives, analysing budgets and adjusting the promotional plan will create a road of success to your business. As Andre states: ''The primary role of IMC is to communicate the brands knowledge and interest, favourable attitudes and image and purchase intentions.'
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Emotional Moneymaker: Why Advertisers Need to Appeal to ...

Emotional Moneymaker: Why Advertisers Need to Appeal to ... | IMC-Milestone 2 | Scoop.it
It is also important to recognize that many different outside factors affect consumers' emotional responses to advertising. Consumers' brand loyalty to products, for instance, can be either a hindrance or an advantage for ...

Via Francisco Teixeira
SooJin Kim's insight:

 The fundamentals in marketing are certainly communications with the consumer. Numerous processes exist to communicate with the end user.  Among the processes, this article discusses about the emotional factor of communications. Emotions have a powerful influence over the decision making process of consumers. This is because our decisions are closely related to the feeling (emotion) we have toward a service or product. Meaningful emotional responses plant a positive and good impression of the company brand on consumers. Once such impression is made, it has a long lasting effect on the consumers. Thus, when companies utilize their marketing strategies along with consumer emotions, the combination will result in a better chance of reaching their business goal.

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Li Ma's curator insight, August 12, 2013 7:15 AM

This article is talking about the emotional factor can be a significant role in consumers’ purchasing or decision making process, it will guide the overall decision making, thus for advertisers they could effectively use the emotional responses from consumers to influence their decision making. This article explain this through three aspects, they are emotion and logic, outside factors and emotional appeals in all types of ads. 

 

From the first aspect, the emotional responses will help shape the brand perception, and consumers’ response is depending on the emotion of the advertising, thus, advertisers should evoke the positive emotion from consumers. 

 

From the second aspect, there are some outside factors will affect consumers’ emotional responses, like the brand loyalty, memory. Those factors could be the hindrance and alos advantage for advertising. So the advertisers should be more creative in their approach of ad strategy.

 

From the third aspect, for all types of products and services, advertisers could use many different emotions to appeal to consumer. The author use a few examples like Benz and hospitals to explain that the businesses are most care about how consumer feel about and their emotional responses, and them influence their decision making process.

 

Overall, depending on the importance of emotional responses, the advertising with emotion will effectively connect the consumers and the brand.  

 

 

Juju Jadine Davis's comment, August 20, 2013 6:18 AM
This article discusses how emotional advertising can be used to bond with your target audience. Evoking emotions in consumers through the use of advertising aids in cultivating meaningful brand relationships. This article also discusses how emotional appeal on a product can override logic when it comes to the purchasing process. Consumers are more like to purchase a product based on how they feel about the product as opposed to the price and it is this emotional connection with a brand or product that allows brands to charge premiums on products and services and creates brand loyalty.
David Weng's comment, August 21, 2013 5:33 AM
Very interesting article, author have discussed on how emotional advertising affect people on their choice. Consumers like to choose the brands that they think are suit for them, but emotions have influence their decisions making. Also this article has discuss on emotional appeals in all types of ads, the example of Mercedes Benz has shown the emotional appeal in this ad emphasizes a social responsibility and explicitly voices a call to action with the tagline. give them the feeling that this brand are really good quantity.
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How Emotions Influence What We Buy

How Emotions Influence What We Buy | IMC-Milestone 2 | Scoop.it
The emotional core of consumer decision-making (How Emotions Influence What We Buy | Psychology Today http://t.co/E3hvi9puYA)

Via Francisco Teixeira
SooJin Kim's insight:

This article explains in detail how emotions affect the purchasing decisions of consumers. In many cases, emotions have a large influence on consumers. Especially, emotions are one of the primary factors in a consumer’s decision. At the point of purchase, emotions work upon personal feelings and experiences of the consumer and are stronger influencers than the information provided by the company. Thus, in order for companies to understand a consumer’s purchasing behaviour, they must basically understand the human emotion. Because emotion is a necessary ingredient to almost all decisions, companies should appeal to the consumers’ emotions and lead them to make a decision.

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Courtenay Poihega's curator insight, August 22, 2013 8:25 PM

This article outlines the importance of eliciting consumer emotional responses to influence their decision making. It briefly outlines the studies of Antonio Damasio and his views on 'thinking' vs 'emotional' - when consumers are faced with a making a decision, one will not be made if there are no previous relatable emotional experiences for them to draw from.

 

The influence of emotion on consumer behaviour is lightly touched on as well. Studies have shown that when evaluating brands, consumers primarily use emotional response rather than information gathering. Emotional responses to Ad's also influence buying intent moreso than the content of the ad itself. The most interesting part I found in the article was summing up that a brand is a mental representation of a product in the consumer mind. If there are no emotional links to that brand, there will be no influence on buying intent or preference. That ultimately reflects every decision making process any person goes through, I myself can recall countless times where I have chosen to not purchase a product simply based on emotional responses. 

 

Overall this is a recommended article to read to understand the importance of communicating with consumers and how their emotional responses will alter consumer behaviour. It also highlights the importance of appealing to consumer emotions when marketing or advertising a brand.

Labroye Tauevihi's comment, August 22, 2013 9:49 PM
A strong point is delivered in the very first part of this article stating "Most people believe that the choices they make result from a rational analysis of available alternatives. In reality, however, emotions greatly influence and, in many cases, even determine our decisions." This statement alone is great at defining the emotional behaviours of consumers. Further into it it goes into more detail and discusses how one may buy the latest iPhone to make them feel good about themselves and get out of any insecurites that may come with not having a flash phone. I agree with @Courtenay's point of if consumers aren't emotionally connected to the brand, then they are less likely to purchase it.
Peter Simunovich's curator insight, September 22, 2013 11:25 PM
In the article “How Emotions Influence What We Buy” shows how emotions greatly control and influence what the consumer will purchase. The article stats how one professor studied how when a consumer is confronted with a decision emotions from previous, related experiences affix values to the options we are considering. These emotions create preferences which lead to our decision. Then the article goes on to explain how emotions affect the consumers behaviour. When a consumer is evaluating a brand they will primarily use their emotions like person feeling and past experiences rather than information. Most advertising research shows that emotional response to an ad has much more influence in the consumers buying behaviour than the content of the ad. The article stats a study that shows that positive emotion towards a brand have great influence on brand loyalty and trust. In conclusion the article talks about how much of the customer’s behaviour towards a brand and purchasing is effected by their emotions.