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Rescooped by Holly Adams from IMC and COMMUNICATIONS
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Marketing, Coca-Cola kicks off global teen campaign, GLOBAL, ADVERTISING, Campaigns, Digital, Branding, TV, | Market-interactive.com

Marketing, Coca-Cola kicks off global teen campaign, GLOBAL, ADVERTISING, Campaigns, Digital, Branding, TV, | Market-interactive.com | IMC | Scoop.it
Marketing, GLOBAL, ADVERTISING, Coca-Cola kicks off global teen campaign, Campaigns, Digital, Branding, TV,

Via Angelina Singh
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Scarlett Yeounju Kim's comment, September 26, 2013 6:44 AM
@Holly; In order for a marketing effort to be successful, it is critical to know who the target audience is. Coca-Cola created a new campaign to target teenagers. In fact, Coca-Cola has been beloved by everybody for a long time. It has not been concerned with any demographic: age, gender, sex, income and so on. However, there are many competitors present in the contemporary era. It may be their proactive marketing decision to retain current customers and those who are changing their minds In order to satisfy teenagers they produce 30 second video clips which consist of creative elements. I think, it is a wise decision, because a brand marketer should respond promptly, even to small changes. Coca-Cola detected the change of the market and therefore chose to do proactive campaign. In order to be successful in business, it does not only require recognising the target audience but also detecting the change of market.
Yuhang Wei's comment, September 26, 2013 11:06 AM
@Holly Adams: In this article it mainly highlights the importance of targeting the right market and this is what Coca Cola has done well. Targeting teens is a really smart move and again Coke symbolizes moment of happiness. Thats what marketing is all about is to build relationships with consumers and satisfy their needs and wants. Very interesting article to help understand IMC and how it works
Holly Adams's comment, September 27, 2013 12:25 AM
I thought this was a great article describing a VERY successful world company and how they have used their target market to built that success. By targeting an age group that is all about consuming it starts off with a great audience. Coke have made the drink an absolute everyday need in consumption for many of the target audience is most countries around the world. Coke has been a company since 1896 yet continues to grow and be the most innovative with their products. For example realising new bottle and can sizes as well as marketing a year and names on the bottles. Instantly people want to buy a coke with their own name on it or the year they were born, therefore creating that need to get the drink even if your are not thirsty. When we look at the rival company Pepsi, we can see less innovative ideas as they have stuck to the original bottle size and can. I believe that has lead to a increase in market share for coke rather than pepsi
Rescooped by Holly Adams from Public Relations & Social Marketing Insight
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10 Google+ Communities for PR Pros, SEOs and Social Media Experts | Everything PR

10 Google+ Communities for PR Pros, SEOs and Social Media Experts | Everything PR | IMC | Scoop.it

There are many public relations professionals who joined Google+ and share articles and interesting findings on this network. Communities are great places to keep in touch with PR peeps who share the same passion and interests, to exchange ideas, get tips and feel the pulse of the industry.

 

Below are ten Google+ Communities you should consider joining. They are listed based on the number of members, and  cover a wide range of PR, communications and marketing aspects so that all the PR people on Google+ can find something that meets their interests.


Via Jeff Domansky
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Brooklyn Quevillon's curator insight, March 11, 2013 11:24 AM

Google+ is new to me and is a very helpful resource for PR and marketing professionals.

Scarlett Yeounju Kim's comment, September 26, 2013 3:40 AM
@Holly; The purpose of IMC activities is to create a remarkable experience for customers in order to build brand equity and image. Today’s consumers may be smarter than a marketer because of the proliferation of web 2.0. Customers can gain any type of information from the internet and use it to assess a product, brand and even a company. Thus a marketer needs to have a professional community in which to share and improve their ideas. This article introduces various useful Google community websites. The ultimate goal of IMC activity is to have each touchpoint reinforce and fulfil a specific marketplace promise. Thus, defining and detecting touch points is a crucial task to attract customers’ attention. These web communities can aid in obtaining useful information and also help to anticipate social changes.
Yuhang Wei's comment, September 26, 2013 11:12 AM
@Holly Adams: This is a very useful article about how these marketing tool can be used in different positions and also help me understand IMC deeply by reading the article. Some points are very interesting and quite helpful for my own knowledge.
Rescooped by Holly Adams from Promotional planning, communication mix, the power of ideas and direct marketing
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A Content Promotion Plan | Social Media Today

A Content Promotion Plan | Social Media Today | IMC | Scoop.it
For most businesses and brands, attaining a critical number of hits on their content is of utmost importance.

Via James Bradley
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David Blomfield's comment, August 23, 2013 12:43 AM
I though this article was very interesting and highlighted some key important points about promotional planning. The article talked about some very good techniques to use social media to help improve the brand awareness such as blogging. I think that a marketer looking for some information about promotional plans should read this article.
Scarlett Yeounju Kim's comment, September 26, 2013 3:41 AM
@Holly; The fundamental purpose of IMC activity is to retain and promote return on investment. One of the best touch-points is social media. It can aid in engaging with consumers and to understand their wants and needs. However, this article’s author argues that in order to achieve best practice content needs to be seen by the audience. If nobody has looked at the content it is useless. Thus in order to maximise ROI the right channel needs to be selected. The author suggests utilising a few of the new norms of touch-points such as paid media, social media, organisational promotion, influencer outreach and guest posting. These may be already known to every marketer. However, the viewpoint of the author is something different: communication. He argues that the business needs to communicate with the target audience in order to result in a successful marketing effort. In order to do that a marketer or owner of the business should engage with their social graph, their acquaintances and their employers. IMC can be a technique to engage with target audiences. Therefore, I think that knowing people is most important for IMC activity to be successful.
Yuhang Wei's comment, September 26, 2013 11:22 AM
@Holly Adams: I think the article is quite interesting and mentioned some important points about promotional planning. The article talked about some very good techniques to use social media to help improve the brand awareness such as blogging. I think that a marketer looking for some information about promotional plans should read this article. Anyway, the article really help me understand the promotion plan.
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Email Marketing & Social Media Integration | Social Media Today

Email Marketing & Social Media Integration | Social Media Today | IMC | Scoop.it
Let’s look at three brands who are integrating email and social media in an innovative way.
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Holly Adams's comment, August 21, 2013 7:39 PM
An interesting topic of integrating both email marketing and social media marketing. I think this is a new and innovative way to connect your consumers to every part of your marketing.Allowing access to everything via one station (email) gives a higher rate of hitting the social media sites because it is so accessible.
Two of the three examples shown also have a chance to win a gift card, simply enter the draw when you have shared the page on a social media site. This creates new ambassadors for the company, by simply allowing one person to win something relatively small compared to the free marketing the company receives. This is a great way to have your customers feel more involved with the company as well as allowing the company to seem more personal to each consumer.
Yuhang Wei's comment, August 22, 2013 12:35 AM
@holly: Email marketing is now very common and helpful to companies to promote the products/services or improve the communication with target consumers. Also, it could bring more new consumers by using email and social media marketing together. Good article to analyse how email marketing and social media marketing integrated. This is really helpful to companies to understand the importance of integrated marketing in today's market and more importantly how social media could influence the future.
Scarlett Yeounju Kim's comment, August 22, 2013 12:57 AM
I agree that it is very interesting articls how to intergarte eamill and socila media marketing. However, the deoffeence of Marketing and IMC objectibes is to define specific terget audience. Thus, a marketer should define who is the specific audience first. before utilising email and socail media marketing.
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Integrated Marketing Communication (IMC) for Adidas Campaigns

Integrated Marketing Communication (IMC) for Adidas Campaigns | IMC | Scoop.it
The value of social media and networks really boils down to what we do with the resources we have available within the social media networks as well as the engagement levels between the marketing c...
Holly Adams's insight:

Very interesting article about the 'failure' of current advertising for Adidas. Talks about the importance of social media with campains to allow for consumer knowledge. 

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Scarlett Yeounju Kim's comment, July 30, 2013 6:24 AM
I think ‘Adidas’ has a clear goal of social marketing plan. However, it is missing consistency message. Integrated Marketing Communication requires consistency message. ‘Adidas’ tries to show integrated communication so that social network sites are linked with each other but it may make consumers more confused because there could be many different types of idea and product concepts on the social network website. Thus if Adidas wants to make a stronger relationship with consumers and stronger consumer engagement then they should look for a proper platform to make consistency of their product image and message.
Holly Adams's comment, August 18, 2013 8:17 PM
Yes i agree, Adidas has so many different products but doesnt seem to have a main focus. For example Nike's main focus is shoes, and we see this in most advertising campaigns. The other Nike products are brought naturally as trust is built with the consistent brand. Consumers see the 'tick' and trust the product. Adidas however seem to market everything and therefore doesn't have a sole product/stream of products that are bringing in the consumers.
Yuhang Wei's comment, August 21, 2013 6:25 AM
Hi Holly. Nike is now very successful in the market because its IMC strategy is so correct to pay attention to its focus: shoes. On the other hand, Adidas's strategy is not as clear as Nike which could be the main reason that Adidas is not making as good as Nike in the market. IMC is not only about message to message but more focus on how it did and the outcome.
Rescooped by Holly Adams from Milestone 3, IMC Creative Strategy and channel Planning Strategy
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The Perfect Media Plan in 7 Steps

Decisions are influenced by a number of factors and a variety of thought processes.

Via Wincy Cai
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Holly Adams's comment, September 27, 2013 12:34 AM
I thought this was a great article describing the customers emotion towards a product or a brand. It is so true that we (the customers) buy things based on our emotion towards the production. Rating to a want a need scenario, if a customer needs something, there is usually not too much joy in buying it. But if they want something they rather enjoying buying it, we (the customer) experience this everyday and often blur the lines. We do this by having a want and trying to convince our selfs (or the company is convincing you) that is it really a need instead of a want, therefore you have to buy it. Prime example of the emotion customers use when shopping.
Cam Huu Ta's curator insight, September 20, 2014 9:54 AM

Media Planning is the task of a media agency and entails finding media platform for a purchasers or users to use the product or service of the brands. The purpose of media planning is reach the marketing campaign objectives. There are seven steps to reach The Perfect Media Plan, which can help marketers or advertisers make the decision easier. These seven steps is an constant circle, those are identifying problem/opportunity, list criteria, prioritize criteria, consider alternative, evaluate, decide, and evaluate....

 

Ying Wang's curator insight, September 26, 2014 9:02 AM

The main duty of media planning is to give a reason for customer purchase and improve business image. Because Consumer may define the product when they have the first image of that. So media planning is an important part for a business to show their brand and service to the customers. Undeniably, all of the planning is in order to improve sales and help to create an image. 

Rescooped by Holly Adams from Milestone 3, IMC Creative Strategy and channel Planning Strategy
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ABC's of IMC: Creative Strategy

ABC's of IMC: Creative Strategy | IMC | Scoop.it

Via Wincy Cai
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Wen Gao's curator insight, May 15, 2014 3:11 PM

The core of advertisement is creating something new. Not only to catch peoples eyeball, but also to impress them, briefly introduce or explain what the product or the company is all about.

Undoubtedly, some advertisements are successful not on account for creative ideas, for example, using a star to represent. It achieves the goal of advertising for a certainty, but I think it is not because of the advertisement. The way that advertising develops has to be creating. No matter what type of advertisement it is, realism, utopian or abstract, the audience are focus on the idea that you showed to them.

To create, you need an idea. It is an easy story, but hard to accomplish. Sometimes the idea just comes out by itself, but when you really need one, it comes nowhere. There are 4 steps to explain the process.

Preparation: Gathering information needed to solve the problem through research and study

Incubation: Setting problems aside to let the ideas develop

Illumination: Seeing the solution to the problem

Verification: Refining the idea, polishing it and then evaluating it for its appropriateness

yundy wang's curator insight, August 31, 2014 5:24 AM

The core of advertisement is creating something new. Not only to catch peoples eyeball, but also to impress them, briefly introduce or explain what the product or the company is all about.

Undoubtedly, some advertisements are successful not on account for creative ideas, for example, using a star to represent. It achieves the goal of advertising for a certainty, but I think it is not because of the advertisement. The way that advertising develops has to be creating. No matter what type of advertisement it is, realism, utopian or abstract, the audience are focus on the idea that you showed to them.

To create, you need an idea. It is an easy story, but hard to accomplish. Sometimes the idea just comes out by itself, but when you really need one, it comes nowhere. There are 4 steps to explain the process.

Preparation: Gathering information needed to solve the problem through research and study

Incubation: Setting problems aside to let the ideas develop

Illumination: Seeing the solution to the problem

Verification: Refining the idea, polishing it and then evaluating it for its appropriateness

yundy wang's curator insight, September 14, 2014 12:54 AM

The core of advertisement is creating something new. Not only to catch peoples eyeball, but also to impress them, briefly introduce or explain what the product or the company is all about.

Undoubtedly, some advertisements are successful not on account for creative ideas, for example, using a star to represent. It achieves the goal of advertising for a certainty, but I think it is not because of the advertisement. The way that advertising develops has to be creating. No matter what type of advertisement it is, realism, utopian or abstract, the audience are focus on the idea that you showed to them.

To create, you need an idea. It is an easy story, but hard to accomplish. Sometimes the idea just comes out by itself, but when you really need one, it comes nowhere. There are 4 steps to explain the process.

Preparation: Gathering information needed to solve the problem through research and study

Incubation: Setting problems aside to let the ideas develop

Illumination: Seeing the solution to the problem

Verification: Refining the idea, polishing it and then evaluating it for its appropriateness

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Nike takes social media in-house | News | Marketing Week

Nike takes social media in-house | News | Marketing Week | IMC | Scoop.it
Sport brand takes social campaigns away from agencies to get closer to fans.
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Yuhang Wei's comment, August 22, 2013 12:28 AM
@holly: "Nike is putting more marketing muscle behind its digital initiatives, claiming that online channels are more valuable to its business strategy than traditional advertising." I think this sentence in the article could explain the main idea that Nike wants to expand the market by using social media tools.
Yuhang Wei's comment, August 22, 2013 12:28 AM
And good article and very interesting points.
Scarlett Yeounju Kim's comment, August 22, 2013 1:01 AM
It is really interesting topic. While I agree that a dream scenario is for marketing departments to manage important functions like social media marketing in-house, doing it brilliantly is a complex business and I’m just not sure it’s practically achievable for everyone....
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If Not Together, What's Ahead For Nokia And Microsoft?

If Not Together, What's Ahead For Nokia And Microsoft? | IMC | Scoop.it
With the Nokia-Microsoft smartphone partnership faltering, what could be next for these two former tech giants?
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Holly Adams's comment, August 11, 2013 8:43 PM
Great article about the relationship of Microsoft and Nokia to take back the mobile market. However it seems to be failing and many asking if this match made in heaven is really slowing Microsoft down. When this partnership was made it seemed almost impossible for it to fail, with Nokia having one of the largest market in mobile phones and Microsoft money power. However with Apple and Samsung entering the scene it has seemed to fail hugely. It seems the 'name' of both Nokia and Microsoft seem 'old school' like they are in the past and both Apple and Samsung are they the better way.
Scarlett Yeounju Kim's comment, August 19, 2013 8:05 PM
I agree with what Holly states that the relationship of Nokia and Microsoft seems to fail. The smartphone is an essential product of contemporary people’s lives. However, the smartphone market is already occupied by Samsung and Google. This could imply that their brand equity is degraded. Nonetheless, Microsoft’s monetary resources and Nokia’s good reputation with mobile products can help to sustain their fame. Thus if they figure out what is good for their business, they may have a positive outcome.
Yuhang Wei's comment, August 21, 2013 6:21 AM
Hi Holly. You are right about Nokia and Microsoft. Even though these two companies used to control most markets in their own area, it seems like no one now believe that Nokia could win the mobile-phone market anymore. As for Microsoft, they really need to do some improvement to fix the current market or to develop more stuff to see the future demand. Otherwise, they will not survive in the future. But more importantly, they need to deeply start with integrate marketing strategies to keep the position they used to be.
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Integrated Marketing Communications: Why Is It So Important?

Integrated Marketing Communications: Why Is It So Important? | IMC | Scoop.it
It's a constant concern for just about anyone running a business.  Whether you're a huge fast-moving consumer goods conglomerate or a one-man home-based office, the question always is: "How can I k...
Holly Adams's insight:

Great article about the importance of IMC in todays markets. As well as the new changes of the ever going IMC work. 
I espeically noticed the mention of new technologies and how they play their parts. Things like social media (twitter, facebook, tumblr etc) as well as television and computer ads. One importance of IMC is allowing the consumer or potential comsumer having the knowledge of the product. This is widely done through visiual advertising. Social media has allowed the world to connect in everyway, therefore allowing an uncountable audience to  the advertising and promoting of a product.

This generation seen to be totally depentant on visual advertising which is of course a huge change from even 30 years ago. IMC is a ever changing process and will always continue to fit with the consumers and technology around it. 

more...
Yuhang Wei's comment, August 21, 2013 7:05 AM
Hi holly. Social media truly play a very important role in today's market. Many companies now are using Facebook, twitter to promote the products or services. I think this is the future for IMC by using online tools to communicate with consumers. I totally agree with your opinion.
Marzen Arby Alvarez's curator insight, August 22, 2013 6:43 PM

This article had summarized and clearly defined IMC. How important it is in today's world. IMC has a great role for all business firms. Consumers now a days are smart and resourceful. This article had pointed out good ideas when it comes to how to reach target markets and ways of advertising now a days. Cheap and effective ways such as social networking and creating innovative way to promote and advertise brands and products. Giving out right enough knowledge to consumers about brands are really important and firms should send out messages effectively.

Christine IMC's curator insight, August 23, 2013 4:49 AM

I agree with Marzen as it the article defines IMC in a great way as well as pointing out a few keypoints as to how important IMC is for companies and how using it has positive influence on a companies increased contact points rather than a select few i.e. mass media and door to door it covers a whole range in order to reach more of a target audience by encompassing that with other medias from mass, word of mouth, DM, customer service, etc. Also the emphasis on customer satisfaction on keeping customers vs. winning them back once lost. The idea that this generation now have a heightened usage online vs 20 years prior will also impact comapnies by getting involved online as well and continuing to grow with the times, it shows IMC really can do much more for a company through these changing times vs. a set way of marketing may not yeild the same success today as it it did 20 years ago unless they adopt IMC concepts with an ever changing society.