Understand integration
16 views | +0 today
Your new post is loading...
Your new post is loading...
Rescooped by JianWang from Program planning, objectives, budgets and measuring success!

IMCrazy: Establishing Objectives and Budgeting for the Promotional Program

IMCrazy: Establishing Objectives and Budgeting for the Promotional Program | Understand integration | Scoop.it

Via Mike Kirkwood
JianWang's insight:

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. 

Manasi Ambavane's comment, August 22, 2013 10:56 PM
Yes Renay i agree with your point like advertising is really important for the brand as to get awareness of the product. All consumers should be aware of the products and services launched in the market. In article it states that marketer should have objectives of share, profits etc.
Aleisha Snell's comment, August 23, 2013 12:09 AM
All businesses have expenses they need to allocate within the company. A major expense that's evident is the marketing and advertising expense. This can be in a companies favour however also it can be in a negative light. If they allocate to much money to marketing and it doesn't generate the right response then it is a negative aspect for the business. Although, if they generate a lot of sales from the amount of money spent than it can be positive. Businesses need to be logical and strategic when allocating a budget as they need to be able to break even as well as maintaining a consistent level of consumers that are in their target group.
Duncan Robertson's comment, September 23, 2013 9:18 PM
I agree with Andre's insight: by developing all the objectives, analysing budgets and adjusting the promotional plan will create a road of success to your business. As Andre states: ''The primary role of IMC is to communicate the brands knowledge and interest, favourable attitudes and image and purchase intentions.'
Rescooped by JianWang from Intergrated Marketing Communications 2013

Nike, Snickers and Fosters have created powerful integrated campaigns – so what's their secret?

Nike, Snickers and Fosters have created powerful integrated campaigns – so what's their secret? | Understand integration | Scoop.it
For an increasing number of campaigns, integration across a large number of media is essential. Tim Bourne, chief executive of Exposure, explains how it should be done

Via Johnny Price
JianWang's insight:

"Your brand is your promise to your customer, and it will be what distinguishes you from your competitors"A brand is defined as a Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. Strategy is the thinking and planning is the doing and usually used to plan for promoting a particular product or service to target customers.


This article emphasises that all components of a strategy are vital to creating a successful business. I agree with this in that they are equally important. An enhanced business strategy is nothing without a brand or marketing strategy. And a strong strategy is not helpful to a weak brand. They should complement eachother and build simultaneously.

Manasi Ambavane's comment, September 24, 2013 2:16 AM
Harshika, yes these three brands Nike, Snickers and Fosters are really outstanding when their campaigns are out. The best way to get audiences eyes towards your brand is to be innovative and creative in your ads so that their attention is easily grabbed. The important thing I also would agree with you is that sending same or one message through out all the ads to create great impact on the consumers. This kind of campaigning is really effective and also gets audiences attention towards the ad with this brand gets popular. Repeating the same message helps the brand message be inside the consumers mind for long time.
Daryl Peterson's comment, September 26, 2013 2:24 AM
Yes Harshika nike, snickers and fosters all have powerful campaigns due to this use of popular and commonly use media channels which help get their brand image across to relevant target markets. Using social and digital media effectively these brands have managed to create a strong brand image which always grabs consumers attention showing just how effective the campaigns are. But the main thing I see in the article is that they all use one message approach to promote their products. This helps consumers understand the brand alot easier and makes its alot easier to recall,
Nikhil Bhola's comment, September 24, 2014 8:35 PM
This article provides a succesfull example of integrated marketing campaigns based on big ideas. These campaigns stick to the companies main ideologies and ethos with examples provided by Nike and Snickers. this made me think about how we have been using social media channels, to communicate through twitter and just amazingly what we learnt in IMC can be implemented to the real world. IMC is also about about taking a unique aspect of the brand and tying it to a consumer insight that is powerful and engaging
Scooped by JianWang

Five good and four bad examples of brands using Twitter

Five good and four bad examples of brands using Twitter | Understand integration | Scoop.it

Twitter is a brilliant tool for communicating with consumers and when used effectively can be a great way of building customer loyalty.


In recent weeks I’ve come across a number of brands that have excellent Twitter strategies and several that I thought were less impressive.

This could be because they were dull, unimaginative or simply weren’t living up to their potential.


So to shine some light on the differences between those brands getting it right and those that perhaps aren’t, here are five good and four bad examples of brands using Twitter.

JianWang's insight:

4/5 of the 'good' tweets were response messages which are much easier to do - via keyword search and using SM brand guidelines - than first messages.

However, every one of the bad tweets is a first message - which is always harder to do well and innovately.The Arena twitter account is great, but is a luxury that most businesses cannot afford. It is a risk to try and create brand awareness solely on 'funny tweets'. I would recommend a mixture of amusing and informative content-led tweeting for better impact.

Analay Malamala's comment, August 22, 2013 4:06 AM
Your insights on the article Sophie are very good, I would think that marketers who want to engage with their followers on twitter should refrain from the use of boring content. I think that some businesses use twitter to an advantage since people are always tweeting about things on the go, same goes for facebook, but this article you have chosen is a great read, its beneficial for companies who are following other business trends of using social media as a platform for communicating their marketing to their audience. Awesome!
Alice Mau's comment, August 22, 2013 5:45 AM
Social networking is one way of building relationships between a brand and potential consumers. It allows consumers to interact, ask questions and find answers to certain questions with regards to the brand. Twitter is used as a website that informs consumers about the business activities of a brand as well as getting consumers from all around to comment on experiences or what they feel about the brand.
Gibson Zhou's comment, August 22, 2013 8:17 PM
it's good think article.