building and emotional connection with a brand
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Rescooped by Marche Adams from Establishing obectives and budgets for a promotional programme!

Determining a Budget - Integrated Marketing Communication

Determining a Budget - Integrated Marketing Communication | building and emotional connection with a brand |
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Via Fiji Singh
Marche Adams's insight:


From what I have read this article has given a brief explanation on why a budget is useful it also states how it has been integrated in an IMC campaign. In any business situation to successfully make the most of anything you have to have an incisive budget, this ultimately forces the company/ company’s to evaluate and outline their current financial situation. eventually this element this allows the company to monitor the progress and adjust or change if circumstances need them to.

Mareta Simanu Sapolu's comment, April 9, 2013 10:27 AM
Budgets are very important when setting objectives whether its marketing itself or IMC. With organisations that do know how to measure their success based on their financial objectives, its crucial to be able to actually achieved goals when you know that resources is not limited, and every channels used to communicate your message through whether how big or small it all depends on your budget to meet your needs.
Becky Norman's comment, April 9, 2013 5:26 PM
Having a budget is an extremly important part of a business as it can drive decisions made within that business. You measure success and evaluate the overall financial situation of a business by using a budget. It also allows you to monitor progress to see your oppourtunities and limitations
Mareta Simanu Sapolu's comment, April 9, 2013 9:46 PM
Absolutely right, a business without a budget is just not worth it because measuring profits is all based on your resources whether its money, tangible or intangible resources, they are all matters to meeting financial objectives of a company.
Scooped by Marche Adams!

Building an Emotional Connection with Brand | Textifying

Building an Emotional Connection with Brand | Textifying | building and emotional connection with a brand |
Marche Adams's insight:

this article states that building an emotional connection with a brand is seemingly on of the most important factors in creating an emotional connection with the brand and its consumers today.

principles based on integrated marketing communications and public relations are generally incorportaed. these principles in theory help to  “managing customer relationship that drive brand value.”  And brand value helps in building long-term relationships with customers.

this article also makes a valid point in saying that brands often  are constantly seeking to win people’s wallets by way of their hearts. this states to the arguement that brands should be more aware of forming an emotional connection with its consumers are not everyone percieves value the way way, it all depends on how much their brands inheretly means to them. so why do some brands choose to ignore this crutial aspect of brand building?

Becky Norman's comment, April 9, 2013 5:14 PM
Emotional connections with consumers is a vital part of a brand. Having this relationship with a consumer allows them to be loyal to your brand, therefore creating brand value. This brand value connects with peoples hearts, not wallets and therefore depends on how strong the connection with the brand is.
Rescooped by Marche Adams from Norman's IMC article's (Milestone 2)!

How Emotions Influence What We Buy

How Emotions Influence What We Buy | building and emotional connection with a brand |
The emotional core of consumer decision-making (How Emotions Influence What We Buy | Psychology Today

Via Francisco Teixeira, Norman Vaz
Marche Adams's insight:

this article mainly explains the key elements that drive us as consumers to purchase good or services when we are influenced by our emotions. this is because our emtotions may effect of rational thought of evaluation things and change our perceptions on how we view certain offering depending on the state of mind we may be in at the current time. emotions are certainly a necessary ingredient to take into consideration from a business stand poitn especially those who implement and IMC process and target marekst needs to be taken into consideration. consumers perceive "the same type of personality characteristics in brands as they do in other people”.

it goes back to the statement that say : " A brand is nothing more than a mental representation of a product in the consumer’s mind. If the representation consists only of the product’s attributes, features, and other information, there are no emotional links to influence consumer preference and action. The richer the emotional content of a brand’s mental representation, the more likely the consumer will be a loyal

Courtenay Poihega's curator insight, August 22, 2013 8:25 PM

This article outlines the importance of eliciting consumer emotional responses to influence their decision making. It briefly outlines the studies of Antonio Damasio and his views on 'thinking' vs 'emotional' - when consumers are faced with a making a decision, one will not be made if there are no previous relatable emotional experiences for them to draw from.


The influence of emotion on consumer behaviour is lightly touched on as well. Studies have shown that when evaluating brands, consumers primarily use emotional response rather than information gathering. Emotional responses to Ad's also influence buying intent moreso than the content of the ad itself. The most interesting part I found in the article was summing up that a brand is a mental representation of a product in the consumer mind. If there are no emotional links to that brand, there will be no influence on buying intent or preference. That ultimately reflects every decision making process any person goes through, I myself can recall countless times where I have chosen to not purchase a product simply based on emotional responses. 


Overall this is a recommended article to read to understand the importance of communicating with consumers and how their emotional responses will alter consumer behaviour. It also highlights the importance of appealing to consumer emotions when marketing or advertising a brand.

Labroye Tauevihi's comment, August 22, 2013 9:49 PM
A strong point is delivered in the very first part of this article stating "Most people believe that the choices they make result from a rational analysis of available alternatives. In reality, however, emotions greatly influence and, in many cases, even determine our decisions." This statement alone is great at defining the emotional behaviours of consumers. Further into it it goes into more detail and discusses how one may buy the latest iPhone to make them feel good about themselves and get out of any insecurites that may come with not having a flash phone. I agree with @Courtenay's point of if consumers aren't emotionally connected to the brand, then they are less likely to purchase it.
Peter Simunovich's curator insight, September 22, 2013 11:25 PM
In the article “How Emotions Influence What We Buy” shows how emotions greatly control and influence what the consumer will purchase. The article stats how one professor studied how when a consumer is confronted with a decision emotions from previous, related experiences affix values to the options we are considering. These emotions create preferences which lead to our decision. Then the article goes on to explain how emotions affect the consumers behaviour. When a consumer is evaluating a brand they will primarily use their emotions like person feeling and past experiences rather than information. Most advertising research shows that emotional response to an ad has much more influence in the consumers buying behaviour than the content of the ad. The article stats a study that shows that positive emotion towards a brand have great influence on brand loyalty and trust. In conclusion the article talks about how much of the customer’s behaviour towards a brand and purchasing is effected by their emotions.