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Rescooped by Wenjing Zheng from Milestone 2
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Creativity in Advertising: When It Works and When It Doesn’t

Creativity in Advertising: When It Works and When It Doesn’t | IMC milestone2 | Scoop.it

Via Michelle Kim
Wenjing Zheng's insight:

 “Nothing is more efficient than creative advertising. Creative advertising is more memorable, longer lasting, works with less media spending, and builds a fan community...faster.” I am completely agree with this point. creative ads can affect consumer’s behaviour and attitude toward not only product also can affect company.  Rather than simple ads like just giving all the information of the products which is can hardly touch consumer’s emotion, creative ads would be the one of best method to increase the business. For example, HELL pizza, some people felt offence when they saw Hell pizzas ads about the “new hot cross buns”.

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Sienna Jang's comment, September 26, 2013 9:12 AM
@Michelle Kim - You have a good point there Michelle, i also think creative ads can attract many consumers' attention and bring higher sales percentage. So it should be something creative and fresh, however it shouldn't be confusing. if the ads confuse consumers, no matter how the add is creative, it worth nothing. Therefore, t must deliver simple and clear purpose with creativity.
Kevin yau's comment, September 26, 2013 8:30 PM
@Michelle Kim
Creativity are always one of the factor can change the result of everything. I agree that this article is really showing what creativity is and how it affect advertising and consumers. I also agree that you said you also think that creative ads can affect consumer’s behavior and attitude toward not only product also can affect company. I think that is a really good opinion.
Steven Chen's comment, September 26, 2013 9:34 PM
The creative ads can obviously attract people’s eyes and lead to positive purchase attitudes. For example, think about the iPhone. From iPhone 4 to iPhone 4S till recently released iPhone 5C and personally I don’t think there are essential changes. From iPhone 4 to 5S or 5C, for me it seems the direct difference is the bigger screen. But still, there are lots of people consider iPhone as their first choice when they think about changing their phone. The most likely reason is the influence of iPhone’s advertisement. The 5C advertisement includes a clip that shows the product line of 5C, with a manager explaining how it was beautifully designed and produced. And this may make people forget it is just a phone with plastic case and it is almost nothing different with the pervious product but just more colourful. So from my point of view, the most success of Apple is how it designs its advertisement, and they did great job in terms of making creative ads to attract people to buy their products.
Rescooped by Wenjing Zheng from Emotional responses
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Developing Effective Marketing Communication Mix

Developing Effective Marketing Communication Mix | IMC milestone2 | Scoop.it
Your marketing mix can put you in contact with a variety of customers if you create it with diversity in mind. You create your marketing mix from a combination of advertising, sales promotion, public ...

Via Jillian Hor Maelynn, Klaudia Lewis
Wenjing Zheng's insight:

This article shows us that to used more than one to have a mix of strategies can gain more customers. There is 4 points need to be focus on: Target customer, communication channels ,cost estimates and measuring. For the point of target customer, you have to think about who is most likely to buy you products. Communication channels, though your target customer may use many types of media, you select the ones that will carry your message out of best. And then comes the cost part, cost estimates. So you estimate the total cost of marketing campaign, if it is too expensive, substitute more affordable media outlet. Lastly, you can ask customers where they heard about you, and their feedback.

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Sheenal Prakash's comment, September 26, 2013 11:11 PM
I agree with peonix hu's insight that a combination of advertising, promotions, PR and direct marketing will give any company a better return on investment than it would if they only focused on one method of marketing. The exact mix will be determined by the product acti ute andthe product type combine with the expectations of the target audience for each brand or product but I think they will need to have those marketing methods in at least some quantity to be able to have highly effective marketing
Sheenal Prakash's comment, September 26, 2013 11:11 PM
I agree with peonix hu's insight that a combination of advertising, promotions, PR and direct marketing will give any company a better return on investment than it would if they only focused on one method of marketing. The exact mix will be determined by the product acti ute andthe product type combine with the expectations of the target audience for each brand or product but I think they will need to have those marketing methods in at least some quantity to be able to have highly effective marketing
Yunqi Zeng's comment, September 26, 2013 11:48 PM
communication is one of the key elements in marketing strategy therefore it is important to select the effective marketing communication tool.
Rescooped by Wenjing Zheng from Digital Marketing
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5 Tips for Optimizing and Integrating Your Social Media Content - Search Engine Watch (SEW)

5 Tips for Optimizing and Integrating Your Social Media Content - Search Engine Watch (SEW) | IMC milestone2 | Scoop.it

Integration across multiple platforms, whether its social media, SEO, e-mail, or offline, is just as important as creating the content for a particular marketing medium. (5 Tips for Optimizing and Integrating Your Social Media Content http://dlvr.it/DwsGN)


Via Maurice Parisien
Wenjing Zheng's insight:

This article talks about the importance of integrating communications across several media channels and gives 5 tips to ensure successful integration. Marketers can lose opportunities if they do not implement integration. Companies need to design simple strategies that enforce a strong message; this can also be seen through a creative strategy. Making content easy to share can encourage people to share the content/information to others thus increasing the reach of the content, it can increase traffic to your site as a result help to reach your communication goals. Being able to adapt content and keeping eye on trends can also be beneficial as search engines can update and relate information back to your original content, bringing even more people to your website to view your content. Knowledge of popular trends can be useful to understanding what is important to audiences. Another tip is about being prepared yourselves for viral messages. Foreseeing such a reaction can mean you are better able to measure the success of the message and you will be better able to capitalize from the hype and reach. 

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Cen Xun's comment, September 26, 2013 11:17 PM
Thanks for sharing this article and I learned 5 useful tips to ensure successful integration. 1. Make it easy to share. 2. Don’t assume the name for something should remain its name. 3. Keep an eye on trends. 4. Don’t expert go viral, but be prepared. 5. Optimize and integrate all the digital assets. By using these tips you will have greater success in optimizing your social media content.
Elaine Li's comment, September 27, 2013 1:08 AM
Joly, this article is really helpful and practical states all the tips clearly for us to optimizing and integrates social media content. Nowadays, in the competing online marketing environment, it is hard to achieve business goals. So companies need to implement these five tips into their strategies.
1. Make it easy to share.
2. Don’t assume the name for something should remain its name.
3. Keep an eye on trends.
4. Don’t expert go viral, but be prepared.
5. Optimize and integrate all the digital assets.
Selina EverHungry Nihalani's curator insight, October 7, 2013 12:46 AM

This article talks about the importance of integrating communications across several media channels and gives 5 tips to ensure successful integration. Marketers can lose opportunities if they do not implement integration. Making content easy to share can encourage people to share the content/information to others thus increasing the reach of the content, it can increase traffic to your site as a result help to reach your communication goals. Being able to adapt content and keeping eye on trends can also be beneficial as search engines can update and relate information back to your original content, bringing even more people to your website to view your content. Knowledge of popular trends can be useful to understanding what is important to audiences. Another tip is about being prepared yourselves for viral messages. Foreseeing such a reaction can mean you are better able to measure the success of the message and you will be better able to capitalize from the hype and reach.  Integrating social media is very important to IMC as more and more marketers make use of social media tools in the marketing of their brands. The 5 tips talked about in this article can optimize companies marketing communications.

Rescooped by Wenjing Zheng from Everything Social for Business
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Customers Are More Likely To Trust, Buy From Brands Who Use Social Media [INFOGRAPHIC] - AllTwitter

Customers Are More Likely To Trust, Buy From Brands Who Use Social Media [INFOGRAPHIC] - AllTwitter | IMC milestone2 | Scoop.it
Customers Are More Likely To Trust, Buy From Brands Who Use Social Media [INFOGRAPHIC]

Via Rebekah Brown, CPA
Wenjing Zheng's insight:

I am totally agreed with this article. Using social media to advertise, promote or provide FAQs to consumers help to gain consumer engagement and increasing the level of trust by consumers. Social media nowadays give a variety of information types such as video.it is easier for customers to consume the information these companies wanted them to. Social media help companies to succeed in improving their consumer engagement level.

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JENNYHA's comment, September 24, 2013 6:27 AM
I think social media sites that integrate such a variety of content, such as Facebook, have made it so convenient for consumers that they don’t feel the need to do information search elsewhere. Because of this, I definitely agree with you that this makes it easier for people to consume information on these sites. I think that might also be why consumers trust the brands that use the social media that they are on. Social media also allows brands to engage with consumers, which helps to build this trust.
顾佩芸's comment, September 26, 2013 7:14 AM
I agree with Wenjing's point. Social media is very important for the marketing. Also social media will help marketers to easy get the response from consumers and improve it quickly.
Rescooped by Wenjing Zheng from IMC: The power of ideas : integration across all media. Direct marketing : the ultimate in consumer engagement?
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Direct Marketing More Relevant Than Ever

Direct Marketing More Relevant Than Ever | IMC milestone2 | Scoop.it
Burgeoning digital channels and new avenues of customer insight give marketers new opportunities to build affinity and sales through direct marketing.

Via PHAM THU NGA
Wenjing Zheng's insight:

This article  shows a how the integration of different direct marketing tools can make a marketing program successful.

Used effectively in combination of several social media,direct marketing tool can enable marketer to develop and enhance emotional bonds with individual customers, as marketers can understand of what are the consumer need from those tools. 

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Norman Vaz's curator insight, September 26, 2013 7:49 PM

This article was very interesting as it talked about the increased importance of direct marketing and how it engages the consumer.The article states 'direct marketing tools can enable marketers to develope and ehance emotional bonds with individual consumers, and customer groups to grow the value of their customer base in real time'. In my opinion this statement could not be further from the truth as building a relationship with a brand and its consumer is key to growing their custpmer base and with that would come increased coustomer loyalty and soo forth.

Anna Kong's comment, September 26, 2013 9:33 PM
goood article jianwang
Ahmed Salman's comment, September 26, 2013 9:39 PM
I agree with your insight shay. i like how this article is relevent to imc concepts