IMC Milestone 1
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Rescooped by Melika Trott from Program planning, objectives, budgets and measuring success!
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IMCrazy: Establishing Objectives and Budgeting for the Promotional Program

IMCrazy: Establishing Objectives and Budgeting for the Promotional Program | IMC Milestone 1 | Scoop.it

Via Mike Kirkwood
Melika Trott's insight:

This is a very insightful article about the importence of how much to spend on advertising. The right type of advertising can make or break a business. The Rolex watch was a good example because like the article states, if they hadn't advertised the fact that it was their watch the swimmer was wearing, no one would really know Rolexes are waterproof and the company might no be what it is today. It is also to keep an eye on what you are spenging an that your out put is "quantifiable, realistic and attainable." Other wise the wrong adverising can quickly become an expense instead of an investmet.

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German Grebenyuk's comment, August 22, 2013 10:50 PM
I agree Melika, it is definitely important to budget your advertising expenses carefully. The problem with that is that effects of marketing activity in general can be quite hard to measure and evaluate. As a result, it is not always clear if it is this particular marketing campaign that is getting the job done, or it is just a waste of money. However as Angika Sagar mentions, having appropriate objectives can help counter that. Indeed, setting a number of specific and relevant objectives can help a lot with evaluating the effectiveness of companies marketing activity, which in turn allows to budget more accurately and not waste any money.
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 Melika Trott from IMC Understanding Integration: The Concept of Combining Marketing Communications.
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Integrated Marketing: If You Knew It, You'd Do It

Integrated Marketing: If You Knew It, You'd Do It | IMC Milestone 1 | Scoop.it
The glut of places to advertise makes it easy to confuse customers with contradictory messages. Execute a strategy that integrates all your efforts

Via Ilona Hussain
Melika Trott's insight:

This article is interesting and highlights the importance of understanding how Intergration wroks. It is important in IMC to remain consistant across all mediums if you want a clear message to shine through to the audience. Like the writer says, if the messages in everything don't connect for you in a meaningful way, it won't for consumers either. This can be a challenge as again like the writer says tv ads often dont translate well into billboards or internet banners. I agree this is one of the most important aspects of marketing and not understanding how to do it properly will often lead to fragmentation and the loss of consumer attention.

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Aleisha Snell's comment, August 23, 2013 12:21 AM
This article is benefitcal for any business as it outlines that interegation for IMC and companiesare infact an important aspect. however it is important to understand that too much integration can cause conflict. Companies as outlined in the article can either get away with using the same marketing messages however there are companies that needs to reinforce the same message but in a new context to help them grow.
Yuhang Wei's curator insight, September 16, 2013 1:03 AM

A very professional explanation about integrated marketing. "Integration means communicating a consistent identity from message to message, and medium to medium, and (more importantly) delivering consistently on that identity." This sentence pretty much explain the whole thing about integration. It does not only mean integrate different message or information together but more important is how they get to integrate and what is the outcome after the integration. Many organizations are now focusing on integrated marketing to improve the efficiency of the whole system. Like the title said: If you knew it, you'd do it.

Shichi Zhong's curator insight, May 14, 2014 12:26 AM

A very professional explanation about integrated marketing. "Integration means communicating a consistent identity from message to message, and medium to medium, and (more importantly) delivering consistently on that identity." This sentence pretty much explain the whole thing about integration. It does not only mean integrate different message or information together but more important is how they get to integrate and what is the outcome after the integration. Many organizations are now focusing on integrated marketing to improve the efficiency of the whole system. Like the title said: If you knew it, you'd do it.

Rescooped by Melika Trott from Consumer Engagement Marketing
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More Than Updates – 5 Creative Twitter Marketing Campaigns

More Than Updates – 5 Creative Twitter Marketing Campaigns | IMC Milestone 1 | Scoop.it

Social media has a reputation for serving narcissistic purposes, encouraging users to share minute details about their day that no one really wants to know. The fact of the matter is that social media tools have gone far beyond status updates. Twitter has become a heavyweight in the breaking news world, has become a way to track online trends, and is a creative outlet.  You can also take your tweets offline with services that allow you to turn your tweets into a published book. Advertising agencies are at the front of the line finding creative ways to get more out of Twitter.

 

Whether it’s with the use of hashtags, crowd-sourcing, or simply just finding creative ways to jazz up their Twitter account page, we’ve found 5 interesting Twitter marketing campaigns from around the world. To see just how much you can get out of Twitter and how useful a tool it can be for promoting a product, concept or event, read on:


Via With Intent
Melika Trott's insight:

With the media the way it is today there are so many ways to reach and engage consumers, this article shows some of the best examples for social media I've seen. Todays average consumer is constantly being bombarded with messsages from all directions, which makes consumers, unfortunatley for businesses, reasonably desensatised. In order to stand out from the crowd marketers need to be able to offer something different, like pictures in a place you expect to be words, like in Smart car Argentina's twitter flipbook idea. Another one is that consumers will happily engage their ideas into something where they can see their own bit reflected, like in Metrowpole orchestra's "Tweetphony" idea where anyone post a musical composition and have the reward of seeing it performed by a real, full sized Orchestra. I also believe CowAfrica hit the nail on the head with what all consumers are willing to engage in...FREESTUFF...if only they can figure out the necessary tweeting involved. A very interesting and idea provoking article.

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German Grebenyuk's comment, August 22, 2013 7:27 PM
A good article, it shows just how far even one social media platform like Twitter can be taken in terms of marketing. In particular, I like how recently marketers started engaging consumers thorough real world ques found around cities, like wending machines (CowAfrica) and QR codes,this way taking advantage of people's mobile devices and creating more interesting experiences for them. The article also shows how social media allows every consumer's voice to be heard and personalizes their experiences.
Amol Singh's curator insight, October 2, 2014 11:18 PM

Creative use of social media to promote in  a marketing campign

Sharon Marie Cline's curator insight, March 18, 2016 3:17 PM

Very innovative examples of brand building on Twitter.

Rescooped by Melika Trott from Emotional Responses in Marketing
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15 Businesses to Admire for Consistent, Stellar Branding

15 Businesses to Admire for Consistent, Stellar Branding | IMC Milestone 1 | Scoop.it

Look at 15 brands that have figured out how to have consistently stellar branding across all of their marketing assets.


Via Chelsea-Rae Dawson
Melika Trott's insight:

This article shows alot of insight into how brands provoke emotional responses out of their consumers to draw them in. Like a personal relationship consumers are looking for certain qualities or characteristics in a brand if they are interested in investing. Qualities such humor, reliability and honesty. People are more likely to resopnd to a brand if it makes them feel something, especially if it is acceptance or relatibility, such as "Gymit"s facebook page geared towards non gym sterotypes. Another example is the "feel-good factor" which comes from knowing that you have done something good by purchasing an item, when a percentage of the price will go to a charity.

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German Grebenyuk's comment, August 22, 2013 6:50 PM
Yeah, it’s interesting how the article actually draws connections between being attracted to people’s personalities and brands’ personalities. I think it is indeed a lot easier to attract and engage consumers, create a pleasant experience if a brand’s personality reminds them of their friends or partner.
Aleisha Snell's comment, August 23, 2013 12:15 AM
I like how this article shows how different businesses gain emotional responses from their consumers. I agree with Melika and how she mentions that 'like personal relationship consumers are looking for certain characteristics within a brand.' this is a valid point and it shows that the marketers of companies actually need to be in the eyes of their consumers/target group in order to affectively get the positive emotional responses - by receiving a positive response then other marketing techniques will be enforced- for example; word of mouth. Businesses would be better off keeping the existing happy consumers as opposed to trying to pick up new consumers.
Rescooped by Melika Trott from Brand Strategy, Branding and Marketing
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How to Get Millennials to Love Your Brand | CMO Strategy ...

Millennials are a continually moving target, but a potential gold mine for purchases. Here are five timely lessons for brands in pursuit.

Via Dennis Bailen, CMO, Chief Outsiders
Melika Trott's insight:

As a Millenial myself I was attracted to this article, and was interested to see what other generations thought of us. I agree with most of what was beinging said, and there were some good points about getting your branding to Millenials as a target audience. When branding it is very important to know your target audience and know them well, in order to have a decent chance of marketing to them effectively, rather than just putting something out there and hoping for the best. I agree that Millenials are different in how they are the most engaged and accepting of difference, of all generations, while they continue to ask questions, making marketing to them, a unique challenge.

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Aleisha Snell's comment, August 22, 2013 4:49 PM
I believe that this article shows a distintic difference between the different generations. I Agree with Melika in the fact that marketers have to be very knowledgeable in terms of how and where they target there product. This article specifically focuses on the Millennials and how they react to brands via a list of how they see it products and what marketing via different compaies mean to them. The article is very well written if a company that wants to focus on this generation. It will help them see the key points/areas they would want to focus on in order to capture this particular target group. I feel to make it even more of a engaging topic, this article could have mentioned why this generation is better then others to target. This article shows the aspects that would help a business, however if they made it more positive then it would better reinforce a business to alter their communications, marketing and promotions.
German Grebenyuk's comment, August 22, 2013 7:10 PM
I agree with you; a unique thing about Millennials is that they really want to be engaged, they actively seek a dialog with businesses. It can be of great benefit, however, the challenging part is communicating with them the right way. To do so marketers need to try new approaches, understand Millennials and know what really appeals to them.