This article shows that the importance of having customers' strong emotional response. A successful business or company always can give a positive feeling to customers which is very important. In this article, the aurthor states that "everybody feels before they think". It is very interesting to know that touch and taste can create intimacy differentiation, also it is very important to understand this point in order to make a good marketing strategy or ads of the brand or products.
I think the guidelines that provided in the article is very useful for readers to understand what to do in order to get a strong emotional response. For example the second one"keep it simple" i personally think it is very true. Because i think if the company or the brand use a really hard to understand and long ad or compaign will create a negative emotional response.
When I first started my business, several decades ago, I was determined to tell people that, mine was an integrated marketing firm.
Kevin yau's insight:
This is a very good article for me to read and learn more about Integrated Marketing Communication. It gives examples and reference to support his own idea about the importance of having a clear marketing tactics and also the way to deal with clients. The writer talks about how the people who is working in the marketing industry deal with Intergrated Marketing and its benefits. He mentioned the disadvantages or results in terms of not having a well planned marketing strategy. I think it is very useful way to get people's awareness.
Many of the top fast-food chains have thrived through the downturn thanks to international expansion. Here are the American chains with the biggest international presence...
Kevin yau's insight:
Expan the business to overseas is a very useful way to promo the brand and help the business finanically. This articles has shown how successful these brands can go by adopting this marketing strategy. Also lots of advertisement and time are required to cater the local market and the customers as we can see the exmaple of india in the article about the substantial menu. I think in order to make a company become international like Mcdonalds or KFC, an expansion to overseas is necessary. But of course how you managing the marketing strategy is a key factor. Once the company is popular in the country, the oversea markets might gown bigger than the place that where the company is originally opened.
Integrated Marketing Communication (IMC) refers to integrating all the methods of brand promotion. Lets discuss the various components of integrated marketing communication in detail.
Kevin yau's insight:
This article shows that what IMC is and what components are included in IMC. A list of bullet points shows clearly all the components and it helps me a lot for the understanding of IMC and how it helps the manager to plan the program and objevtives. The purpose of having a good IMC for a company isn't only focuz on getting awareness from the customers, it also can be a system for the company to survive for a long term. The aurthor states that the definition of IMC is "Integrated marketing communication refers to integrating all the methods of brand promotion to promote a particular product or service among target customers". It is a upgrated system and it focus on communicating with customers and by using the tools which written in the list, it can bring lot of benefit out of that. For example increase the brand recognition.
This article is showing the concept of what brand is and what is the effectiveness. The purpose of branding a company isn't only giving a name for it, it also gives a clear identification for customers and give them acknowledgment of the company. After branding the company, they can start making advertisement for themselves in order to increase the awareness from the customers or clients. An appropriate name is also important for a business. It is also can be idenfiy as a marketing strategy as well as a marketing communitcation. For example, if you have a very creative or catchy name for your company, it actually helps your business because of their awareness. As its written in the article, " Creating a brand will help you stand out in the sea of similar companies, and help increase your sales and customers."
This article is talking about the five main steps of the IMC process. It focuses on how to minimise the waste and maximum the value of the advertizing. It is very important to know the concept of IMC. Even though this article is vert short but it clearly shows the process of IMC.
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