Week 7 - Milestone 3
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Rescooped by Alice Burke from Milestone 3, IMC Creative Strategy and channel Planning Strategy
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ABC's of IMC: Creative Strategy

ABC's of IMC: Creative Strategy | Week 7 - Milestone 3 | Scoop.it

Via Wincy Cai
Alice Burke's insight:

This article explains the creative strategy in the IMC process, and empahises the importance of creating the right message in advertisments to effectively communicate the companies message. I found this article interesting as it explains the IMC process from a creatives point of view, whereas most articles i have read on the subject, explain IMC in a more methodological way. It is interesting to see the process/steps a creative team takes in order to both succesfully communicate the companies idea, but also to do this in the most creative and "attention-grabbing" way. Rather than discussing the "how" of IMC, for example channel selection, evaluation and the task of actual integrateion, this article explains the efforts that go into creating the actual piece of advertising. This article provides furthur insight into how the IMC process works, and takes a different persepctive than many other articles. 

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Wen Gao's curator insight, May 15, 2014 3:11 PM

The core of advertisement is creating something new. Not only to catch peoples eyeball, but also to impress them, briefly introduce or explain what the product or the company is all about.

Undoubtedly, some advertisements are successful not on account for creative ideas, for example, using a star to represent. It achieves the goal of advertising for a certainty, but I think it is not because of the advertisement. The way that advertising develops has to be creating. No matter what type of advertisement it is, realism, utopian or abstract, the audience are focus on the idea that you showed to them.

To create, you need an idea. It is an easy story, but hard to accomplish. Sometimes the idea just comes out by itself, but when you really need one, it comes nowhere. There are 4 steps to explain the process.

Preparation: Gathering information needed to solve the problem through research and study

Incubation: Setting problems aside to let the ideas develop

Illumination: Seeing the solution to the problem

Verification: Refining the idea, polishing it and then evaluating it for its appropriateness

yundy wang's curator insight, August 31, 2014 5:24 AM

The core of advertisement is creating something new. Not only to catch peoples eyeball, but also to impress them, briefly introduce or explain what the product or the company is all about.

Undoubtedly, some advertisements are successful not on account for creative ideas, for example, using a star to represent. It achieves the goal of advertising for a certainty, but I think it is not because of the advertisement. The way that advertising develops has to be creating. No matter what type of advertisement it is, realism, utopian or abstract, the audience are focus on the idea that you showed to them.

To create, you need an idea. It is an easy story, but hard to accomplish. Sometimes the idea just comes out by itself, but when you really need one, it comes nowhere. There are 4 steps to explain the process.

Preparation: Gathering information needed to solve the problem through research and study

Incubation: Setting problems aside to let the ideas develop

Illumination: Seeing the solution to the problem

Verification: Refining the idea, polishing it and then evaluating it for its appropriateness

yundy wang's curator insight, September 14, 2014 12:54 AM

The core of advertisement is creating something new. Not only to catch peoples eyeball, but also to impress them, briefly introduce or explain what the product or the company is all about.

Undoubtedly, some advertisements are successful not on account for creative ideas, for example, using a star to represent. It achieves the goal of advertising for a certainty, but I think it is not because of the advertisement. The way that advertising develops has to be creating. No matter what type of advertisement it is, realism, utopian or abstract, the audience are focus on the idea that you showed to them.

To create, you need an idea. It is an easy story, but hard to accomplish. Sometimes the idea just comes out by itself, but when you really need one, it comes nowhere. There are 4 steps to explain the process.

Preparation: Gathering information needed to solve the problem through research and study

Incubation: Setting problems aside to let the ideas develop

Illumination: Seeing the solution to the problem

Verification: Refining the idea, polishing it and then evaluating it for its appropriateness

Rescooped by Alice Burke from Creating an Effective Communication Mix, The Power of Ideas and Direct Marketing IMC - Milestone 3
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Direct Marketing More Relevant Than Ever

Direct Marketing More Relevant Than Ever | Week 7 - Milestone 3 | Scoop.it
Burgeoning digital channels and new avenues of customer insight give marketers new opportunities to build affinity and sales through direct marketing.

Via PHAM THU NGA, Manea Murray
Alice Burke's insight:

Direct marketing is the future for companies who are looking for new ways to both expand their marketing efforts and jump on the social media bandwagon. With today's prevelent marketing through social media, direct marketing is able to take centre stage and prove to marketing firms, and businesses alike, the impact direct marketing can have on a firms sales and profits. By "personalizing" marketing to their consumers, companies are creating a stronger brand loyalty than they were able to achieve previously. Consumers feel as though the company is in a sense "listening" to their needs and offering them deals and products that directly relate to their lives. This emotional bond created, can dramatically improve a companies sales and profits, as is shown in the example of Easyjet in this article. This article outlines the importance and direct impacts direct marketing has on a firm, and the benefits of creating a direct marketing campaign. A great point was made on the CEO gaining sales updates every 30 seconds. This kind of real time data allows the company to both save on research/customer feedback costs, and update/improve their marketing almost immediately. I think this article provides great insight into the benefits of direct marketing. 

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Norman Vaz's curator insight, September 26, 2013 7:49 PM

This article was very interesting as it talked about the increased importance of direct marketing and how it engages the consumer.The article states 'direct marketing tools can enable marketers to develope and ehance emotional bonds with individual consumers, and customer groups to grow the value of their customer base in real time'. In my opinion this statement could not be further from the truth as building a relationship with a brand and its consumer is key to growing their custpmer base and with that would come increased coustomer loyalty and soo forth.

Anna Kong's comment, September 26, 2013 9:33 PM
goood article jianwang
Ahmed Salman's comment, September 26, 2013 9:39 PM
I agree with your insight shay. i like how this article is relevent to imc concepts
Scooped by Alice Burke
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Advertising Analytics 2.0

Advertising Analytics 2.0 | Week 7 - Milestone 3 | Scoop.it

Advertising touch points no longer work in isolation. If your company doesn't analyze how they interact dynamically, it will be left behind.

Alice Burke's insight:

This article presents up to date and very interesting points on how we measure the effectiveness of advertising, and how this impacts on IMC campaigns. The author explains the importance of recognising that we need to incorporate how we measure advertising when developing or reviewing an IMC campaign. It is not comprehensive enough to just measure TV, radio and click through rates by themselves. This is because all aspects of an IMC campaign play into another. The author gives a great example of this through the use of a Toyota Camry advertising campaign. The consumer first sees a TV ad, then goes to the website advertised, then googles car reviews, which links her to a youtube ad, which then links to a superbowl ad from eight months previous, then notices a billboard she hadnt noticed before and then receives a piece of direct mail. She then proceeds to a Toyota dealership and purchases a Toyota Camry! This is a great example of how IMC campaigns allow advertising efforts to lead into one another, and why we need to measure them differently than we have in the past. Previously we measured touch points seperately with a "back-ward" looking view. The author identifies that although we have all this data available for measuring effectiveness, we need to create a way to sift through the data. I think this article plays well into the topics discussed in class, and how marketing and advertising is most effective when implemented and incorporated together.

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Roshani Mehta's comment, May 9, 2013 12:57 AM
This article raises the issue of measurement in terms of marketing information. With today's changes in technology an to the way information is gathered by marketers has changed vastly. With these changes comes a need for better measurement, without knowing exactly what information you have, marketers will be unable to use the information to their advantage. Marketers need to find better ways to measure the effectiveness of marketing actions if they are to fully reach company goals.
Georgia Kirkham's comment, May 9, 2013 4:54 PM
This article was very interesting. Throughout studying these scoop.it article it has become apparent that there are alot of articles out there stating the importance of digital marketing, this article brings up the issues that has brought about with measuring the success of different marketing communications including digital. It looks at how a company measured the pathway from the customer noticing one bit of advertising, thus causing them to seek out another bit of advertisiing from the company to seek out purchase. Increases in technology have made this imperitive to the measurement of marketing communications however, it has also made it easier to do so.