Week 5 - Program planning, objectives, budgets, measuring success.
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Rescooped by Jessie Shi from Creating an effective communication mix
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Developing Effective Marketing Communication Mix

Developing Effective Marketing Communication Mix | Week 5 - Program planning, objectives, budgets, measuring success. | 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
Jessie Shi's insight:

An effective marketing communication mix is very useful and beneficial for the organization. Marketers can create marketing mix from a combination of advertising, sales promotion, public relations, direct marketing and interactive marketing. It is not necessary to use all of these, but a mixed strategy can attract more customers. This article discussed four parts that marketers have to think about when they developing an effective marketing communication mix. There are targer customer, communication channels, cost estimates and measuring. Have a deeper understanding of these four part can help marketers to create a more effective marketing communication mix.

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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 Jessie Shi 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 | Week 5 - Program planning, objectives, budgets, measuring success. | Scoop.it

Via Tyler
Jessie Shi's insight:

This article used four companies' integrated marketing campaigns to explain what intergration is that is easier for people to understand. Kraft foods used consumer incentives, cinema, newspaper and magazine ads, public relations, as well as social and mobile activities and in-store displays. Popeyes used television, newspaper ads and a microsite. Dickies used a microsite, 30-second and 60-second television ads as well as print ads. Wheat Thins used two videos that include information from facebook, tweet and youtube. It is clear that each campaigns has the same look and feel online and offline. The videos made for microsites were repurposed for TV ads and online pre-rolls keeping the campaign message consistent among all the media outlets used for each campaign execution. In short, integrated marketing campaigns is a more creative way for companies to advertise.

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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 Jessie Shi from Week 6 - Creating an effective communication mix : Measuring results against objectives
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What Is the Marketing Communications Mix?

What Is the Marketing Communications Mix? | Week 5 - Program planning, objectives, budgets, measuring success. | Scoop.it
The marketing communications mix is the strategies used to advertise a business or a product line. It focuses on four main...

Via Matilda Alisi
Jessie Shi's insight:

It is a very useful article which gives a clear definition of marketing communication mix.Marketing communication mix is used to describe the varied strategies used to advertise and promote a business or its product lines. This article discusses five essential aspects of marketing communication mix that includes sales promotion, personal selling, direct marketing efforts, general advertising and public relations. Advertising is a key element. Marketers use various types of media to advertise business or products in order to show their customers about the advantages and information of products. Sales promotion includes offering coupons, discount vouchers, and short-term sale prices which can tempt consumers into buying a product. Public relations effort is very important for all the business. Creating and maintaining a reputation for high quality and fair prices are really important for companies to be successful and increase the chances of remaining in business longer.

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Hendy Han's comment, September 26, 2013 7:13 PM
Great job in finding this article Levi. It helps me understand the basic for marketing communication mix. It is a very educational article. This article give readers a much better understanding for the foundation of doing an actionable marketing efforts. Great job.
Hendy Han's comment, September 26, 2013 7:13 PM
Great job in finding this article Levi. It helps me understand the basic for marketing communication mix. It is a very educational article. This article give readers a much better understanding for the foundation of doing an actionable marketing efforts. Great job.
Hendy Han's comment, September 26, 2013 7:13 PM
Great job in finding this article Levi. It helps me understand the basic for marketing communication mix. It is a very educational article. This article give readers a much better understanding for the foundation of doing an actionable marketing efforts. Great job.
Rescooped by Jessie Shi from Week 8 - Direct Marketing and Consumer Engagement
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Direct Marketers: Target What your Customers Want, Not What’s “Hot” - Business 2 Community

Direct Marketers: Target What your Customers Want, Not What’s “Hot” - Business 2 Community | Week 5 - Program planning, objectives, budgets, measuring success. | Scoop.it

Via Matilda Alisi
Jessie Shi's insight:

It is a quite interesting article. Nowadays, marketers put a lot of attentions on what is hot in market, but it is more important for them to understand what their cunstomers want. Here is an example in this article, although Facebook, Twitter, LinkedIn, smartphones, and tablets are the hot new channel in the digital marketing space, it is more important for marketers to keep their eyes on delivering relevant messages to customers through the most appropriate channels. Social and mobile messaging might be the hot topics right now, but email is still the preferred channel for permission-based promotional messages by 77% on consumers. Target What your Customers Want, Not What’s "hot" is a key part for business 2 community.

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Thapthim (Thim) Phithak's comment, September 26, 2013 10:35 PM
Hi Sean, even though the article shows that there are high statistical results in consumers preferring to get direct mails, i still think that its still important to have communication directly with their customers so that you can engage with them more better in my opinion because you can connect to them emotionally, and it also gives a better chance for the sales person to convince their customer to buy their product.
Melika Trott's curator insight, September 26, 2013 10:56 PM

Direct marketing seems to be the way to go these days, and the way to do this is through social media. This makes it easier to communicate with the target audience and taylor the product to them as individuals. This article contains nothing about emotional responses, the most powerful of the direct markeing stratigies, but does conatin alot of infomation about how trends affect marketing. It is important to give the customer what they want rather than the latest fad or trend at the time. There is the opportunity to make alot of money by going along with the latest trend or putting out products that conform to the latest craze. But these products however have a shelf life of usually less than 6 months, after which they are usually abandoned, forgotten on thrown away. What businesses need to distribute is something people will always need or want, things that they will keep comming back to buy again and again and will still be relevant in the long run. However social media is a very very recent development, will it turn out just to be another fad? Only time will tell.

German Grebenyuk's comment, September 26, 2013 11:04 PM
That's true Melika, going for hot trends can be a way to make some quick money, but it fails far more often than it succeeds. Identifying your target audience, establishing a strong relationship with them and responding to their demands is the best way of ensuring consistent profit and long-term success of your business.
Rescooped by Jessie Shi from Week 7 - The Power of Ideas, integration across all media
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New Media Knowledge - The power of integration

New Media Knowledge - The power of integration | Week 5 - Program planning, objectives, budgets, measuring success. | Scoop.it
New Media Knowledge (NMK) is a learning and business information resource for digital interactive media in the UK

Via Matilda Alisi
Jessie Shi's insight:

This article explains how powerful the integration is. The author believes that the shift to integration is opening up more opportunities for marketers. At present, customers make their purchase decisions depends on the recommendations of their friends more over than advertising. Therefore, marketers are required to use a more integrated or holistic approach to solving marketing challenges or maximizing a marketing opportunity. The article said that integration includes integrated media, integrated creative and integrated teams. Nowadays, marketing integration is essentially creating core creative ideas that can be adapted across every medium. As ecommerce continues to grow it provides even more opportunities for integration and content creation,  the enormous brand value being created by the complany who only has the digital channel is the best exampe.

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Matilda Alisi's comment, September 26, 2013 8:44 AM
jessie shi - i too scooped this article, it is interesting to read aye. Consumers nowadays rely heavily on word of mouth and will trust their friends opinion over a brands advertisement .I agree with this as i also ask my friends who have the products i want before purchasing it . Good article
Tegan Gutry's comment, September 26, 2013 4:35 PM
I used this article as well and yes i agree 100% about word of mouth advertising, as i myself do trust what my peers say and i do like to now research into my prospective purchases before making the initial buy.
Matt West's comment, September 26, 2013 5:14 PM
@Thomas, I too agree that the layout of the article's marketing stages was well laid out. I found the article really easy to understand and the concepts were communicated clearly.
Rescooped by Jessie Shi from Establishing objectives and budgeting for the promotional program
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Establishing Objectives and Budgeting for the Promotional Program

Establishing Objectives and Budgeting for the Promotional Program | Week 5 - Program planning, objectives, budgets, measuring success. | Scoop.it

The chapter starts with a question “Does it Really Matter What We spend on Advertising?”

The rule of business is that whatever they are investing is giving them any benefits or is it just the sunk cost. Marketer wants to know that advertisements belong to which category. First we should know why do we need advertisements? Advertisements make the people aware of the product.


Via Mele Tauveli
Jessie Shi's insight:

Advertising is used to delivery information and communicate with audience about what a company can offer through various products and services. It reinforces the product’s message. It is true because most consumers get the information of a product from advertisement nowadays. According to this article we know that a successful advertisement can be measured by marketing and communication objectives and the value of objectives is guiding to develop the integrated marketing communication program. Moreover, "all phases of a firm’s promotional strategy should be based on establishing objectives, including budgeting, creative, media decisions, direct marketing, public relations, sales promotion, and re-seller support". Basically, advertisement is the key point of the promotional program. And for a successful advertisement, objectives and budgeting are two important parts.

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Matilda Alisi's comment, August 22, 2013 7:09 AM
I agree with you Jessie Shi nowadays advertisement is the only way companies can get their messages across to their consumers. this article also touches on how each component marketing, objectives and budgeting all relate or align with each other.
Jessie Joseph's comment, August 22, 2013 7:41 AM
I agree Tau this is definitely a great way to prevent unnecessary investment and promotion. I agree with this blog when saying these objectives need to be determined in terms of specific, measurable outputs, quantifiable, realistic and attainable, as we all know these are the rules of SMART goal making. I also really like how this blog relates all of this back to IMC in saying what its primary roles are. However, i do not agree with the fact that companys and managers who understand the value of advertisement and promotion rest assume it to be an expense instead of investment, as i would think of it as an investment in my brand/product. Overall i do think this is a great blog for people like me who are just learning about IMC and objectives and budgeting.
Sisyliana Halim's comment, August 22, 2013 9:27 AM
Great insight sean, i agree with you in regards to marketers having to capture the consumers not only through visuals but also be that "trusted" brand that they all know and love. If we were not use things carefully the whole purpose of using an IMC concept would crumble, in other words we would never increase the brand equity. I find it interesting about the Top - down budgeting and bottom - Top budgeting. However i do believe there is a reason why they do this. I think depending on the size of the organisation or company that they are trying to promote the brand about they would switch it between the two budgeting system especially if the budgeting is really narrow. Well done!!