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Milestone 1 & Milestone 2
Integrated Marketing Communication
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Scooped by Albert McVities!

Why Budgeting Will Lead to More Awareness -

Why Budgeting Will Lead to More Awareness - | Milestone 1 & Milestone 2 |
Carl Richards discusses why we fail to budget, even though spending money in a way that's aligned with what we value will bring us more happiness.
Albert McVities's insight:

Very interesting article about how budgeting is importand to Marketing Communication. Budget affect the marketing process and marketing affect sales of the company. It is a very important process in the company of how budgeting and marketing can really affect the company's spending

Gerry O'Beirne Dunn's comment, April 9, 2013 6:51 AM
Finding the right amount to dedicate to the marketing budget is important as a companies marketing efforts directly affect the companies sales and revenue. If not enough is set aside for the businesses marketing endeavors it will be difficult to have an effective IMC approach which will limit their income.
Flying_Ray's comment, April 9, 2013 7:54 AM
Also, I imagine too often do marketers go against their budget and take money from one area and spend it on another. Furthermore, if a marketer is not keeping track of their spending, how can they ever properly assess the effectiveness of communication programs.
Rescooped by Albert McVities from Social media and the Internet!

90% Of The Companies Use Social Media For Marketing Communication !! [Report]

90% Of The Companies Use Social Media For Marketing Communication !! [Report] | Milestone 1 & Milestone 2 |
Social media is a networked platform for sharing information and interacting with others. It is different from traditional media in that there are no (or low) barriers to content creation and sharing among participants.

Via imaginetsa
Albert McVities's insight:

social media as main form of communication  gives companies many advantages on building brand awareness through their online networking and through their activities they offer the customers. It also enhances the company’s image by showing that they care and value their customers through organising activity nights.

Albert McVities's comment, April 8, 2013 3:48 AM
That's correct Kasem, one of the good example is Giapo the ice-cream store located in Auckland CBD. They only uses social media as their main marketing tool to promote the products and interact with consumers and also this marketing tool is very much low cost compare to others.
Gerry O'Beirne Dunn's comment, April 9, 2013 6:37 AM
When social media is used in conjunction with other forms of media i believe it is most effective as it provides a traditional marketing approach to consumers as well as a platform for two way communications between the business and consumers. This is fundamentally what IMC is about, sending a consistent message across multiple marketing platforms, although social media used by itself would not be an effective approach and would limit the growth of brand equity.
Flying_Ray's comment, April 9, 2013 7:48 AM
I agree that it would be difficult for a brand to grow their brand equity using solely social media platforms. Though not impossible. Giapo also uses event, sponsorship and experiential marketing to leverage brand equity though and therefore I wouldn't class it as an example of a company growing using social media as their only communication platform.
Scooped by Albert McVities!

Which comes first? The product or the brand? | "Buy the Way ...

Which comes first? The product or the brand? | "Buy the Way ... | Milestone 1 & Milestone 2 |
Insights on Integrated Marketing Communication. From the Annenberg School ... He believes that the designers have creative concepts that they should get out, regardless of the lack of attachment to a brand.
Flying_Ray's comment, March 21, 2013 8:31 AM
For more insight into how a company can create a strong brand identity, you chould see this article I scooped on custom typefaces.
Shivneel Chauhan's comment, March 21, 2013 9:12 PM
I agree with Chris. You really need a strong product and a strong brand identity to have a long term competitive advantage. They go hand in hand.
Gerry O'Beirne Dunn's comment, March 21, 2013 10:51 PM
I think it is important to establish the brand in consumers minds before introducing the product. They are both vital, but if a consumer can recognize a particular brand, and then associate a new product with that brand, they become more familiar with the brand, which in turn leads to sales.
Rescooped by Albert McVities from Business Planning!

14 Tips For A Great Business Plan

14 Tips For A Great Business Plan | Milestone 1 & Milestone 2 |

Think of running a business like taking a trip. You have a great vision for where you want to take your company (your destination). To get there, you have to navigate through a field of land mines (insert dramatic music).


Here’s the thing, millions of people navigated this field of land mines before. Some made it, while others failed. The great news is that many have shared their experience, which helps tremendously to light your way. Your business plan allows you to map out where the huge land mines that claim most victims are and navigate your way around them.


Writing a business plan doubles your chances of getting a loan and can increase your chances of securing investment or growing your business.

However, so many people make the same mistakes in their business plans, which hurt their success chances and frustrate potential investors. You need a good plan, but it doesn’t have to be perfect for you to start your business.

Via paulgreen
Albert McVities's insight:


Here is great article about running a business and planning for future measuring success. Some of the points  are really useful and some which we already know. Running a business require plan and search for potential consumer and investors. Many people made mistakes while planning their business plans which hurt their success and losses potential investors. Every business starter needs a good plan, a plan doesn't have to perfect but  foundation of your business.



Gerry O'Beirne Dunn's comment, April 9, 2013 8:04 AM
From an IMC standpoint, having a good business plan is essential in order to provide a consistent message about your company to consumers. Without a clear indication of what your company wants to achieve and how you want to achieve it, consumers will be indifferent about the business and choose alternatives with a clearer company image.
Flying_Ray's comment, April 9, 2013 9:46 AM
Yeah, taking the standpoint of many of the defintions of IMC, as a business process, it must be derived from the company's vision and tied and integrated with all the business functions. The people working in operations and finance have to be as well aware of the company's communicaiton strategy as the marketing department. The business' image is derived from all it's components, not just the directly controlled marketing messages. Therefore, a business must have a sound business plan, if it's marketing strategy has any chance of being successful. Also, without clear business objectives, clear and relevant marketing and communication objectives cannot be developed.
John Wade: pragmatic support for law firm leaders's curator insight, April 20, 2013 9:40 AM

Useful tips for making sure you know where you're going; have some actions to help you get there; and some contingencies for when you need to adaopt or change what you're aiming for.


As someone (Eisenhower?) once said in a different context "plans are nothing; planning is everything"

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The Importance of a Consistent Message

The Importance of a Consistent Message | Milestone 1 & Milestone 2 |
Definitions for integrated marketing communication vary, but let's go with the American Marketing Association's: Integrated marketing communications refers to “a planning process designed to assure that all brand contacts received by a customer or...
Albert McVities's insight:

Great brief explanation on IMC concepts and definition. IMC is a planning process designed to assure that all interested parties are relevant to that message and consistent over time.

Kasem Tanom's comment, March 20, 2013 11:43 PM
Very good article delivering a very good message about IMC
Norman Vaz's comment, March 21, 2013 9:11 PM
It was an interesting article to read it validated a lot of good points however it was brief like Albert said and would have liked it to be in more depth.
Shivneel Chauhan's comment, March 21, 2013 9:17 PM
Very educational article Albert. Like you said on my Scoop it article, IMC goes into more detail than just the marketing communication. Good points.
Scooped by Albert McVities!

Aerospace Diary: Crazy CEO stealing passengers from airlines!

Aerospace Diary: Crazy CEO stealing passengers from airlines! | Milestone 1 & Milestone 2 |
Crazy CEO stealing passengers from airlines! ... Rumor Mill Buzz- AirAsia India CEO? Neelam Mathews Feb 23, 2013 Hi guys- its just a buzz- nothing confirmed, nothing reported. Expect to hear many more rumors in coming ...
Albert McVities's insight:

This is an interesting case of how an Airline CEO try to use "consumer engagment" as a tool to interact and gain trust from customers.

Kasem Tanom's comment, March 20, 2013 11:49 PM
Interesting article and albert is that you??
Flying_Ray's comment, March 21, 2013 8:24 AM
That was definitely an interesting way to get consumers to realise they should expect more from their airline. I wonder how this engagement strategy performed for the airline?