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.
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 ...
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.
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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