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Consumer and the communication process & Establishing objectives and budgeting for the promotional program
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Rescooped by Ravneel Chandra from Planning, objectives, budgets and measuring success - IMC!

Objectives, Measurement and Program Planning

Objectives, Measurement and Program Planning | Milestone Two |
Five Helpful Hints to Jumpstart Your '11 Marcom Success This is "Annual Plan" season for many companies and so the next few blogs will focus on the brand and marketing communications planning proce...

Via Erica George
Ravneel Chandra's insight:

This article has great points for all types and sizes of businesses. Although some of them seem like common sence pointers but we tend to overthink objectives and forget to get the basics correct and this article bring companies back to basics. A great point is to be simple and focus on one objective at a time rather than trying to have a couple of objectives, because you tend to be too vague when there are more than one objectives. Always make sure that the objectives are realistic, too many times companies get caught up in the moment and over promise and under achieve. Using the SMART method is a good way to make sure the objectives are attainable and successfull. 


What did you get out of this article? Do you think the SMART method is enough to attain and set Objectives? Do you have any ideas as to what could be added to the SMART method that might make it better?

Yuhang Wei's comment, September 26, 2013 9:57 AM
@Scarlett Yeounju Kim: I agree with your comment"The fundamental purpose of the IMC program is to build brand equity and communicate with current and potential consumers. This leads to an increase in profit and return on investment". This is the key point of IMC. The article used SMART objectives, which are used when communicating a product or brand. Simple; Measurable; Achievable; Realistic and Timeliness. These five elements can make sure the marketing communications success and then achieve the goals. You have a very detailed explanation about these five objectives and also your own opinions about the article. This is a very interesting and helpful article to let me understand the IMC deeply. IMC is about a process which contains many different elements to make the process better and SMART is one of these elements to help marketers develop the strategy well and also make the profit.
Holly Adams's comment, September 26, 2013 11:50 PM
@scarlett. Great article above, describes the usefulness of SMART extremely well. It is such a great thinking tool to have and MUST be uterlised effectively in every company and business. It allows us to stay focused one the important issue that is within each company. Often many company's (if not focusing on SMART) will miss the Simple aspect to a product or service. Many of us tend to over create and over think in product design and advertising. SMART is a must within a business and or company.
Shichi Zhong's curator insight, May 15, 2014 1:46 AM

The fundamental purpose of the IMC program is to build brand equity and communicate with current and potential consumers. This leads to an increase in profit and return on investment.

In order to do this, it is critical for IMC practitioners to establish objectives.  This article describes how to establish well-stated objectives. The author argues that ‘well-stated objectives are the across-the-board, key to success because they provide the foundation for measuring and evaluating the entire Marketing Communications Program’. They suggest utilising the SMART system and ensuring that objectives are: Specific, Measurable, Attainable, Realistic and within a Time frame. These standards mean that objectives must be defined one at a time, simple; easily assessed by number; achievable; feasible and having a specific time line. These are probably well-known go-to theories for a marketer. However, many marketers find it difficult to identify the critical steps to build IMC objectives. This is because IMC objectives need to be separated from marketing objectives. IMC objectives are also much more specific and require holistic approaches. However, establishing IMC objectives is an important task to create successful IMC programs because specific objectives are the foundation on which all other promotional decisions are made. If there is no decision-making process there is no success in business. In order to be successful, business objectives need to be evaluated as well. There are many uncertainties in the real world and the entire IMC program relates to a budget. Therefore, if the objectives cannot be measured this may indicate that they are not well established. Setting objectives can be troublesome but if there is no well-established objective there are probably no sales being generated.  As a marketer one should keep in mind that the purpose of an IMC program needs to have two perspectives: the first one is to generate sales and increase profit, the second is to communicate with consumers. 

Rescooped by Ravneel Chandra from Weeks 6 - 8 The communications mix, IMC program planning and strategy, Direct Marketing!

Powerful yet often overlooked: emotional response

Powerful yet often overlooked: emotional response | Milestone Two |
“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 Mike Kirkwood
Ravneel Chandra's insight:

This article explores the importance on the all important emotional response of a consumer to a brand. Traditionally it was believed that effective communicaition (advertising) is persuasive communication (advertising), to change the attitude of consumers. This article contradicts that and says that an effective advertising should should build and reinforce memories about a brand for a consumer rather than changing attitudes. This article also looks at different ways to use emotions to trigger different and desired reactions and feelings to strengthen brands salience and structure/architecture. 

I agree with this article because personally and add has never changed my attitude towards a brand but an effecrtive brand always changes my emotions and perspective towards that brand. The question of “What do we want the audience to remember?” should always come together with “What do we want the audience to feel?” For example, Coke has effectively used their adds to get the desired response from a customer that; coke is happiness.


What did you get from reading this article? Do you agree that building and reinforcing memories of a brand is better than changing consumer attitudes with marketing communications? 

Sophie Batten's comment, August 21, 2013 11:48 PM
What Teagan states in the article is very interesting. so many brands strive to have a brand that has un-forgetable logos and slogans. However it is not just having an eye catching logo or slogan. It is simply making the consumers feel emotion and feel connected to the brand.This is what consumers remember, they remember what interacted them with the product. Tegan states that the article contains information on brand on how to do that which is great because it is a very important skill in marketing.
renaychand's comment, August 22, 2013 8:28 PM
i agree with tegans insight here, this article covers very well how emotional responses are important but over-looked most of the time. I like how tegan mentions "advertisers use a lot of aspects to use to gain an emotional response" this is a very true statement and enhances the whole idea of the article as emotional responses have a large impact on the buyer decisions and if it is over looked then this key element may suffer or not work.
Sam Howard's comment, August 22, 2013 10:13 PM
I find this take towards marketing interesting, often they trigger an emotional response but in some cases they take it too far and all you can remember is your response and not the product. However, they used the example of Rolex aligning themselves with champions, which creates a emotional response that if I have a Rolex that I then become of champion status, an idea of marketing which if down well i can imagine would be hugely successful!
Rescooped by Ravneel Chandra from Weeks 6 - 8 The communications mix, IMC program planning and strategy, Direct Marketing!

Schoolgirls rumble Ribena vitamin claims

Schoolgirls rumble Ribena vitamin claims | Milestone Two |
• NZ students find almost no vitamin C in drink • GlaxoSmithKline could face up to £1.1m fine

Via Mike Kirkwood
Ravneel Chandra's insight:

This article is about how a couple of 14 year old students discovered that GSK had almost no vitamin C in their ready-to-drink ribena drinks. This is an exmaple of how a consumer emotional responce had tarnished the Ribena brand.


But then i believe Ribena used the emotions of consumers to not change the attitude of the consumers but their feelings towards the product. By thanking the girls Ribena it informed the public that they were thankfull for the discovery giving consumers the perception that the company was happy to be corrected and to be proven wrong. They also did thorough laboratory tests of ribena to communicate to the consumers that there product was better than ever. I believe all this slightly changed the emotional responses of the consumers to be positive instead of negative.


Do you agree with my statement? If not, why? What did you find from this article? Are there other companies you know that might have had strong emotional resposes? 

Nimalan Sri's comment, April 4, 2013 4:49 AM
I agree with your statement Raveneel you are correct. with these girls doing the testing we found out ribbena didnt have any vitamin C in them. From reading this article it showed how Ribena mislead consumers into buying their product by saying high in Vitamin C whereas they almost had no vitamin c in the product. This is a great example to put your business into loss by misleading consumer with wrong information and consumers emotional resoponse toward the product will be varnished for the misleading info. great example of another product is vitamin water .. how they advertised by drinking vitamin water increases your muscles and lose weight. this case has been a issue in the states recently..
Mike Kirkwood's comment, April 7, 2013 7:12 PM
Thanks for your input - in response to Ravneel I do not agree that the emotional respone by consumers was positive after Ribena's feeble attempts to rescue its reputation, rather I believe they hurt the brand by misleading consumers and the attitude towards Ribena have been tarnished for some time to come.
Willicia Spider-Silva Vake's comment, April 7, 2013 9:34 PM
I felt that the consumer’s emotional response will not be positive once they heard about Ribena’s misleading product. I think the companies brand credibility is tarnished due to the discovery found by the two girls experiment. I think Ribena is going to have to try extra hard to regain back the trust of consumers in may have lost.