Milestone 2, April 2013
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Milestone 2, April 2013
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Integrated Marketing Communications 101 | Enrollment Builders

Integrated Marketing Communications 101 | Enrollment Builders | Milestone 2, April 2013 |
Integrated marketing communications (or IMC) incorporates various advertising tools and media channels used within a marketing campaign to maximize success.

Via SooJin Kim
Sashika's insight:

This article illustrates the fundamental truths and inisght toward IMC. IMC is made up from different tentets and constructs, the author of this article, in attempt to enlighten readers about the succinct underpinnings of IMC, has given examples of factors that should be understood when dealing with the IMC approach. It discusses the fragementation of markets, the constantly changing media, and consumers being more 'savvier'. This artcle reiterates what many other texts denote about IMC. But it also reminds me of the relevance IMC has to today's changing environment, and how the beliefs of IMC are important for organisations today who are faced with the many challenges that this article makes reference to.

CHEN SUN's comment, August 22, 2013 11:17 AM
Well this is a really nice article reminds us of basic things need to consider when carrying out IMC strategies. It tells us the features of market, media and consumers which are three main and most important components in IMC like PR and marketing campaign. It also shows the importance of IMC because it is more efficient and can better communicate with consumers. At the end the author listed four tips to improve IMC but i believe the most important one is to know who you potential customers are because this can increase potential profits.
Analay Malamala's comment, August 22, 2013 11:46 AM
Good insights Shino, this article provides tips in which brands and companies should utilise for their own benefit, I do think that the different levels of management and areas within the business also need to take these tips and concepts as a resource for better ways in which they communicate and how to maximise and achieve their goals. You make very valid points Shino in your insights and I completely agree that IMC is consumer centric because without effective IMC practices and process, consumers would not exist. good read! good insight!
Linda Huynh's comment, August 22, 2013 8:17 PM
I would definitely agree on how this article defines the meaning of imc and how it should be used. Many businesses these days needs to consider the involvement and communication with consumers with such tools as the social media, via Facebook, Youtube and other blogging sites. Acknowledging consumers opinions when asked, advertising n billboards and doing surverys will increase consumer satisfaction. Having more satisfied consumers, produce more loyal consumers who will spread their opinions to others abou tthis great business, which then expand and lead to great success. Intergrated marketing communication, is an act of communication engaging one with another, involving a business or a brand. Allowing consumers to be together and creating an experience is a great influence in creating a core image and message of the brand in which the marketer is trying to gather and establish.
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Powerful yet often overlooked: emotional response

Powerful yet often overlooked: emotional response | Milestone 2, April 2013 |
“I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” Maya Angelou  I’ve discussed that communication is essent...

Via Paras Chadha
Sashika's insight:

This article highlights the importance of planning the emotional response in advertising. The author suggests using a different model rather than the one used traditionally by Rosser Reeves, which assumes that in order to change behaviour; we must first change the attitude. The author puts forward facts that prove this is not a successful approach. And another model should otherwise be used. According to the author, persuasive advertising does not necessarily mean effective advertising. Appealing to emotions is crucial because humans are not rational and appealing to their emotions makes for impacting and affecting advertising.

 This article rings true to my beliefs of how I am affected by advertising. In watching the advertisements which created an emotional response, I was more able to connect with it and remember it. The article states that the questions to ask when making an advertisement should consist of : What do we want the consumer to feel? And what do we want the consumer to remember?. In my opinion this works more successfully than an advertisement that is merely trying to convince the consumers that the product or service is a good one. In watching those award winning commercials in the article, I found that I was highly immersed and intrigued and then only afterwards I had considered the brand. However, the perception I had of the brand was recreated and impacted after watching the advertisement. The author of the article states that the higher attention the more permanent the memory is stored. After reading this article and watching these advertisements it made me realise how important it is to understand how the minds of human beings as consumers, operate. It is imperative to understand emotional responses because it is tied in with the image of the brand and its success, in a consumers mind. Is is also critical for the use of IMC, because IMC attempts to create an image that speaks with "one voice" it is also crucial that the emotions are also consistant among the many factors of the marketing mix and the promotional tools used in marketing.

Kimberley Rogers's curator insight, August 22, 2013 4:04 AM

An interesting point is made in this article; that instead of saying 'what do we want to say?' We should be saying 'what do we want the audience to remember/understand?'. This is a very insightful comment made by the author, as many promotional materials and advertisements are solely trying to convey the message they want to say to consumers. But what is more important is what the consumers remember about what was being said. The article goes on to talk about emotional responses to advertisements and their importance. I also found the two 'models of advertising' shown in the article to be very informative and they have changed the way I will look at advertisements from now on.

Nona Pedersen's comment, August 22, 2013 4:46 AM
In response to Kimberley Rogers' insight, I found this article to be a great read, the emotional response a consumer has with a product or brand is important as thats the thing that they will remember. It is vital to get the consumer to understand what you are saying and I feel that an emotional response should be targeted by marketers. Great insight!
Max Downing-Webb's comment, August 22, 2013 9:46 AM
Good read on emotions, this author obviously has been working in this area of marketing. Toward the end of the article it is stated that "few brands make clear decisions on the kind of emotions they want to be associated with." I think that this is a very important statement. In cognitive messages, a lot of thought is given to the information conveyed, but is the same thought given to emotions in peripheral route promotions? Furthermore, the emotion desired amongst consumers for a given brand should then be communicated across all touch points for an integrated marketing strategy.
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IMCrazy: Establishing Objectives and Budgeting for the Promotional Program

IMCrazy: Establishing Objectives and Budgeting for the Promotional Program | Milestone 2, April 2013 |
Sashika's insight:

The article highlights the importance of creating objectives and budgeting for advertising. The Author highlights the importance of using objectives in the IMC programme, and to determine the value of the advertisement. The Article gives exemplars of models that can be used in measuring the value of advertising expenditure; these models mostly use sales and gross margin increase as a measure of the success of advertising. It is made clear in the article, that consumers do not act immediately, therefore, in using IMC, marketers must be vigilant when taking into consideration the amount of advertising to use and for how long. 

Ryan Xie's comment, April 9, 2013 6:13 AM
The article is so useful, it's relevant to the our text book. The author discussed the significance and value of advertisement, then the author proposed the determination of promotional obejctives. Author made advertisement relevant to the promotion objectives which make more sence for the promotion objectives. The last part of the article is the budget control of promotion. The auther prposed several budget approaches to help people control the promotion budget better.