What is IMC (Integrated marketing communication)
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Branding Strategy Insider | Brand Messaging For A Strong Emotional Response

Branding Strategy Insider | Brand Messaging For A Strong Emotional Response | What is IMC (Integrated marketing communication) | Scoop.it
Kevin yau's insight:

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. 

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Abby Sy Roldan's comment, August 20, 2013 3:11 AM
I agree with Callum. It is important to gain emotional response from consumers towards an ad of a product. Without emotional response from the consumers, the ad campaign will not be effective and thus not succeed to get the message across well. Being able to integrate and implement the steps explained in the article to create an ad that is effective to create emotional response from consumers.
Michelle Kim's comment, August 20, 2013 8:18 PM
@Kevin Yau
I agree with you that having guidelines in the article is very important and helps a lot to understand the emotional response. As you mention about the "keep it simple", I think that understanding of brand ad is basic on market, making understandable ad which marketers really need to understand their own first.
Sienna Jang's comment, August 21, 2013 8:01 AM
@ Kevin Yau - I also like the guideline below the article. As you said, it helps the readers to understand how to connect with consumers in action. Moreover, one of strategies that you liked is very true. As mentioned in article, we feel, before we think. So if the ad is too complicated so it confuses consumers, it will only bring negatve effect.
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What the Heck is Integrated Marketing Anyway?

What the Heck is Integrated Marketing Anyway? | What is IMC (Integrated marketing communication) | Scoop.it
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. 

 

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Scarlett Yeounju Kim's comment, August 19, 2013 8:03 PM
Yes, it is really easy to explain IMC. The author argues that IMC is a tactical delivery of a marketing strategy. I agree with his argument. Contemporary business is getting complicated due to the existence of many products and much information. Thus, it is really hard to survive in the market. However, IMC provides several touch points that lure in competitor’s audiences to change their mind and also to retain their loyal customers. So IMC gives an opportunity to meet their specific target audiences
Michelle Kim's comment, August 20, 2013 10:09 PM
@Kevin Yau
As you are saying this article gives clear marketing tactics. I love the definition of this author have wrote about marketing tactics. Which is "Integrated marketing is the combination of marketing tactics to help deliver one marketing strategy and more quickly build know, like and trust."
Sienna Jang's comment, August 21, 2013 8:06 AM
@ Kevin Yau- Yes i also think this article provides very clear overview of Integrated MArketing Communication. Especially the example that author provides is very creative and inspiring. Sounds like with an effective use of IMC, a small business can go and grow to a big ornanization. Very inspiring article :)
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The American Fast Food the World Loves: Top Global Brands

The American Fast Food the World Loves: Top Global Brands | What is IMC (Integrated marketing communication) | Scoop.it
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. 

 

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Scarlett Yeounju Kim's comment, August 19, 2013 8:01 PM
This article is quite interesting but I was not very surprised because those are already well-known brands. I agree with Kevin’s argument that if the business is to expand overseas, the business needs to organise their marketing strategy well. I think though that these businesses have excelled through well- planned IMC. They are international companies, and in order to succeed overseas; they need to understand domestic audiences’ attitude and behaviour first. IMC works by catching a specific audience’s need and seeking to engage the brand with their audiences. Therefore, I think, it may not be an exaggeration to say that the success of business depends of how much we utilise IMC’s touch points.
Michelle Kim's comment, August 20, 2013 10:49 PM
@Kevin Yau
I am strongly agree with your opinion about oversea markets might grow bigger than the place that where the company is originally opened. Because different culture of brand can be very fresh products, items and food to oversea consumers. However, this is the case of when business is gone bigger and be able to open in overseas.
Sienna Jang's comment, August 21, 2013 8:13 AM
@ Kevin Yau - You have a good point there Kevin. In order to broden the comany's area, international marketing is nessarary. However, as you said in order to success in overseas, having an effecting marketing strategy is vital factor. They will need to keep updating new menus or new ideas for advertising to maintain their position in all over the world.
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Integrated Marketing Communications - Meaning and its Components

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.

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Scarlett Yeounju Kim's comment, August 13, 2013 3:11 AM
This article gives me a clear overview and understanding about IMC. The most important function of IMC is to build and maintain brand equity. In order to do that the company needs to integrate ‘all the methods of brand promotion to promote a particular product or service among target customers’. Thus integrating marketing communication uses well-organised marketing tools to maximise ROI and cost effectiveness. Thus, it is no exaggeration to say that the success of business will depend on which elements of IMC are used. A marketer should learn and study more about IMC tools to prepare in the near future.
Michelle Kim's comment, August 20, 2013 9:53 PM
@Kevin Yau
You have give a good point of IMC isn't only focus on getting attention from customers. it also can be a very good long term system for the company to survive. This article also has good components of IMC and I think that consumer experience is most important component to remember, because good visual can give consumer good feeling about product which refers to customer experience.
Sienna Jang's comment, August 21, 2013 8:29 AM
@ Kevin Yau - You've chosen a good article Kevin. I like that this article bullet points the componets of Integrated marketing communication. As mentions in this article, IMC helps all communication tools to work together, which will maximise the effectiveness of work. As you said it bring a lot ofbenefits, suc as brand recognition, cost and time saving, good work environment. Well done !
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The Importance of Branding Your Business - WAHM.com

The Importance of Branding Your Business - WAHM.com | What is IMC (Integrated marketing communication) | Scoop.it
Kevin yau's insight:

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."

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Scarlett Yeounju Kim's comment, August 19, 2013 8:02 PM
This article helps me to understand what a brand is and how it is developed. It also easily explains how to engage with IMC because in order to engage with customers, they need to find proper touch points such as ‘launching a new website and handing out bundles of business cards’. Those touch points help to engage with specific target audiences. Thus, I think, the purpose of developing the brand is to increase their brand awareness, and in turn this will increase brand loyalty. Brand loyalty becomes a form of brand equity.
Michelle Kim's comment, August 20, 2013 10:26 PM
@Kevin Yau
This article has give clear head lines of each paragraphs which make reader easy to understand. I like your example but I thought that if you give more specific example would have better. which is like "Apple" giving their product name just by adding "i" in front of it or "MacDonald" adding "Mc". These are very easy, unique and creative for consumer to remember. As we know these brands are very popular in the world.
Sienna Jang's comment, August 21, 2013 8:17 AM
@Kevin Yau - Yes, i also think naming isn't all about branding. Branding is something that represents the company and creates whole iamage of the company. One the company decides what name, logo, imaha they want to be seen in the market, as you mentioned above, they will be able to plan a proper statege and advertising for itself. Then, it will affect on consumer purchase that would lead the success of company.
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What is IMC - Journal of Integrated Marketing Communications.

What is IMC - Journal of Integrated Marketing Communications. | What is IMC (Integrated marketing communication) | Scoop.it
Kevin yau's insight:

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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Scarlett Yeounju Kim's comment, August 19, 2013 2:44 AM
You are right Kevin.. this article is very clearly show the procedure of IMC. Even though it is quite short but it help to understand of the concept of IMC.
Sienna Jang's comment, August 21, 2013 8:22 AM
@ Kevin Yau - yes i also think this 5-step IMC process is very clear to understand how IMC actually works. Its very catchy and easy to read. But it would have been better if this article has more explanations or examples for deeper understanding.