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Rescooped by Blake Holmes from Integrated Marketing Communications (IMC) - a holistic approach
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IMCrazy: Establishing Objectives and Budgeting for the Promotional Program

IMCrazy: Establishing Objectives and Budgeting for the Promotional Program | Integrated Marketing Communications | Scoop.it

Via ashley stanley
Blake Holmes's insight:

Week Five - Establishing Objectives and Budgeting for the Promotional Program

 

This article is an informative piece outlining the crucial elements of promotional activity, advertising and budgeting, and the relevance to IMC. Firstly the article discusses the relevance of establishing objectives involving creative elements, budgeting, sales promotion etc. that are measurable to define the path a promotional advertising campaign will take. Also relevant is identifying a target audience. Relevant to the week 5 content is the articles discussion of the primary role of IMC in this process, of communicating the brands knowledge and interest, favourable attitudes and image and purchase intentions. Lastly the concept of budgeting for the promotional campaign is of great significance and involves consideration of factors such as market size/potential etc. Ultimately the article gives an overview of the content from week five and was very valuable to my learning. 

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Enele Westerlund's comment, August 21, 2013 4:17 AM
The article definitely details the definitions of advertising, promotions, and measurable objectives. It makes it clear to understand the concepts with the models used (i.e. DAGMAR) and the different types of approaches. Budgeting and advertising definitely play fundamental roles and, as the article conveys, can have negative affects in terms of competition if one fails to follow through with these objectives. The article definitely sheds some light on the reasons why these marketing objectives are necessary, and the vital roles they play to determine a companies market share.
Michael's comment, August 21, 2013 11:34 PM
I agree it was a great article to further the points made in the week's content. As you mentioned it covered well the different aspects of establishing objectives. I think one of the main parts that stood out to me was the importance of identifying the target audience.
Sam Wilkinson's comment, August 22, 2013 7:36 PM
This was a very relevant article and perhaps the most realistic content to think about as future marketing professionals. It relates heavily to SMART goals/objectives which are critical in defining the success of a campaign.
Rescooped by Blake Holmes from Consumer Engagement Marketing
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3 ways your B2B marketing should be about people | With Intent

3 ways your B2B marketing should be about people | With Intent | Integrated Marketing Communications | Scoop.it

Via With Intent
Blake Holmes's insight:

Consumer Engagement - Week One

 

This article was both interesting and considerably relevant to the concept of Consumer Engagement discussed in week one. The article details how the growing prevalence of Business to Business Marketing (B2B), particularly online, has cause a loss of perspective for many companies on just who they are providing their services for and who they are trying to target.

 

'Companies dont make decisions, the people within companies do', and so it is important to undewrstand the relevance of ensuring Marketing communications engage the right consumer and do this effectively. This is the key message from the article and can be summarised by identifying the  methods stated through which effective consumer engagement can be accomplished. Providing Personal Value, Identifying Gatekeepers and Influencers, and Engaging the Person with the Business.

 

Ultimately this article was both informative and enjoyable to read and has furthered my understanding of the idea of Consumer Engagement, and how important it is to Marketing Communications.

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Analay Malamala's comment, August 21, 2013 8:06 AM
good insight Ksenia - I think that you make some very valuable points about companies establishing their market segments as this enables business to attract buyers within their target market. It is true what you say that "brands live in the minds of consumers". I can name a brand that is living in my head at the moment and that is Samsung. To add to your insights as well I think that brands still need to learn how to engage with their consumers on a basis where consumers are well informed about the recent changes in technology etc,as this is always a game changer I believe - say a mobile phone, Iphones have the "find my iphone" app whereas Samsung has "track me?" I have been a recent Samsung galaxy s2 user, unfortunately lost my phone and was not aware of this feature, anyways, your points are very interesting, this article was interesting too. Great insight
samuel slaughter's comment, August 21, 2013 10:11 PM
i can relate to the idea that the increased use of online media has led to a loss of perspective as only 10% of communication, is made up of the words themselves. If advertisers fail to properly communicate a brands values and ideas it will lead to a lack of understanding and in turn the failure of a brand as it failed to connect with its target market
Michael's comment, August 21, 2013 11:41 PM
You had some great insight on this article and I think the 'Companies dont make decisions, the people within companies do' sums it up nicely. And I also think that companies need to realise that often decision making can come down to just one person so they need to be wary of this and understand the advantages/disadvantages of going through just one person on a potentially large decision.
Rescooped by Blake Holmes from Importance of Branding
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What is Branding and How Important is it to Your Marketing Strategy?

What is Branding and How Important is it to Your Marketing Strategy? | Integrated Marketing Communications | Scoop.it
A strong brand is invaluable as the battle for customers intensifies day by day. It's important to spend time investing in researching, defining, and building your brand. After all your brand is the source of a promise to your consumer.

Via Tarjana Patel
Blake Holmes's insight:

Brands and Brand Management - Week 2. 

 

Brands are a powerful and important aspect of marketing as they establish an identity that wil be recognised and ideally prefferred by a consumer. It is in this notion that brands and effective branding are so important as they are imperative to connecting with, motivating, and solidifying long term relationships with a target audience.

 

This article although brief, provides a concise yet informative overview of the importance of branding, the basic function of a brand, and its importance not just for a company but for consumers as well. The assertion that a brand is "the source of a promise to a consumer' is highly relevant and is exemplified in the case study from week two involving the Carnival cruise line. The brand in question can be seen to have a brand "promise" of a safe, enjoyable experience for consumers that it unfortunately failed to meet under tragic circumstances. It is this example that identifies both the importance of consumer perceptions of a brand and its functioning not just as a symbol but as a message, identifier and a 'promise' to fulfill the consumers expectations. When a brand is unable to deliver on its promise to consumers, dissatisfaction is an inevitable consequence. This emphasises the importance of not just forming a brand that is well received by consumers, but on striving to maintain relationships and maintaing a quality of service that is expected by consumers. 

 

This article was beneficial to read as it assisted in my understanding of the concept of branding, and its relevance to marketing communications. 

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Tarjana Patel's comment, April 8, 2013 11:57 PM
Yes. Good points.
Although developing a brand may time, I think it is crucial to take to take your time. This is because the brands reputation is on the line, and like Renee mentioned consumers have trust that the brand delivers on their promise.
Enele Westerlund's comment, August 21, 2013 2:50 AM
A brand is definitely a fundamental aspect in a company, especially as you put it, it is a source of a promise to a consumer. Customers perceptions for the Carnival cruise brand was definitely affected, and it showed, but they ended up managing their brand afterwards which correlates to the promise as a trustworthy brand (as your article says, their brand must confirm credibility). I agree with your insights - a company that strives to be successful, and ethically, definitely needs to manage it so that they can build a solid relationship with their customers
Michael's comment, August 21, 2013 11:48 PM
I like your insight on this article and in particular the way you summed up brand management with this quote "The assertion that a brand is "the source of a promise to a consumer' is highly relevant ". I also like how you picked up on when a brand fails to deliver its promises that it will ultimately lead to the brand failing. I think that there is a difference between a brand breaking small promises and something big though, because consumers do have a sense of forgiveness for some things. But ultimately as you said, if a brand is repeatedly failing its consumers they're not going to stick around.
Rescooped by Blake Holmes from Organising For IMC: Marketing Communications Partnerships
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Integrated Marketing Communications | Social Media Today

Integrated Marketing Communications | Social Media Today | Integrated Marketing Communications | Scoop.it
Think about it this way: It used to be you'd have a crisis communication plan written and it would stay in a drawer until your PR team pulled it out the following year, dusted it off, and gave it a good rewrite.

Via NatalieHuynh
Blake Holmes's insight:

Understanding Integration - Week 3

 

This article discusses the prevalence of technology and social media and the significant impact it has on Integrated Marketing Communications today. Particularly with social media; a medium that allows consumers to voice opinions, concerns and dissatisfaction to a large number of recipients, marketers, particularly those dealing with public relations, have to be increasingly vigilanty with how they respond to consumers. The five tips for integration provided by the article are significant and emphasise the importance of cohesive functioning between departments in an organisiation. Particularly important is developing in internal team with a joint awareness of each departments activities so as to ensure a mutual and widespread awareness of business function and occurrences. This article is particularly relevant to the class content from week three, as it has assisted in the development of my understanding of internal integration, partnerships and their relevance to IMC. 

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Michael's comment, August 21, 2013 11:37 PM
I like the article and I think you picked up on some good points surrounding the importance of social media in IMC today. As you mentioned, the article shows how social media allows consumers to voice their opinions to the brand they are/are not supporting. It's such a critical part of managing a brand and I think the article explains well the importance of not forgetting social media when trying to target consumers!
Crystal Harvey's comment, August 21, 2013 11:40 PM
I enjoyed reading this article and felt it an smoothly. this is the only articl I have read so far that describes the origins of IMC, which I thought was a great section. Like Kamal, I too enjoyed the points he made above. overall an average read, easy to understand.
kendall irvine's comment, August 22, 2013 5:38 AM
I really enjoyed this article, especially the diagram as it gives a clear insight into the different mediums that are all involved in IMC. I also agree with crystal, that kamal has chosen an article where it mentions some information on the history of IMC which others haven't and it is really important to be aware of - that how IMC has developed slowly over time and how frequent it is used now within businesses. Highlighted in the article was the technology and computer company DELL, who asked its advertising company WPP to consolidate all necessary parts of its IMC to be under one roof so they could closely engage, interact and inform to produce the best IMC result possible for Dell overall.
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Corporate Redesigns That Work - Speckyboy Design Magazine

Corporate Redesigns That Work - Speckyboy Design Magazine | Integrated Marketing Communications | Scoop.it
To stay afloat during this tough economic period, companies must change with the times; this sometimes includes a new logo or even a whole new brand identi
Blake Holmes's insight:

Communicating with Consumers - Week 4

 

Consumer emotional response is a concept in marketing that is of great importance. By connecting on an emotional level with consumers a brand can become personally relevant to a consumer and correlate with the attitudes and feelings they hold that drive their purchase decisions. One of the ways in which this can be done is discussed in this article through the visual component of brand logos. As shown here, brands such as Pepsi and Apple have progressively developed and simplified their logos to the stage where they are now bold and powerful symbols that are identifiable universally and resonate with consumers. Aspects such as colour, shape and wording have relevance and all can affect consumers on an emotional level. Colour is particularly relevant as colour has a profound effect on perception and can generate changes in mood and can become synonymous with a brand (Coke - Red , Facebook - Blue, Cadbury - Purple etc.).

 

Ultimately emotional response is a consumer characterisitic that all marketers attempt to address and in doing so help to form and solidify long term relationships with a target audience. This content is highly relevant to the content discussed in week four and has furthered my understanding of consumer attitudes and emotional response.

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Yangyu Wang's comment, August 22, 2013 2:43 PM
I agree with the article that the company need to change their look with logo's and marketing to keep their consumers engaged, but we have to think about it critically because not all the changes are successful, especially when changes of the logos. If pay enough attention on those successful examples displayed by author, it is obvious that almost all the new looks are very similar with their old looks. This somehow explains that logo is very important to brand image and identity. The unsuccessful changes may also cause the brand loses bonding between their consumers.
James Bradley's comment, August 22, 2013 9:48 PM
This article is very interesting. Having an understanding for design trends in terms of branding is important. Consumers are increasingly aware of trends and creating an emotional response using the consumer perspective of what is unique or up with the times so to speak is essential when determining the direction for a brand. Simplifying logos and moving away from complicated logos does make sense. Consumers today have less time and head space for marketing communications. As a result memory and recall of brands and communications need to be simple yet informative and creating an emotional response to a particular communication is essential for a brand to compete in todays environment.
Will Costello's curator insight, August 22, 2013 10:35 PM

This article articulates an importance of changing a brand to adapt to new times in order to keep relevant in the market and with consumers. The article identifies many well-known brands that have redesigned their logos and they brand identity to gain a constructive response from consumers. Firstly they identify Pepsi, who have changed their brand countless times leading towards simplicity. This has helped Pepsi with their color association, as the product removes the jargon and concentrates more on exploiting the red, white and blue. This is an extremely valuable strategy for Pepsi as a brand, as consumers draw an emotional response being able to easily associate these colors with the brand. The article identifies many different brands that have had simple but effective changes such as Pepsi. Something as small as simplicity can have give the brand a major advantage and help it adapt in the eye of the consumer, triggering a positive response in the market.