The IMC Report
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The IMC Report
A discussion of the effectivness and various benefits of implementing IMC strategy
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Dove - The Carbon Paper Ad

The Dove Self Esteem Project has been working for several years on promoting women's self esteem and demystifying the beauty myth. Recently, this mission was extended to children. According to the brand's research, 6 out of 10 girls stopped doing something they love because they felt uncomfortable with their appearance.
We were asked to introduce the Dove Self Esteem Project in Portugal for the very first time and generate awareness among adults about the impact that their behavior may have on children's self esteem.

Flying_Ray's insight:

Bill Bernbach once said that "at the heart of an effective creative philosophy is the belief that nothing is so powerful as an insight into human nature".

Like in my previous post on Dove, this campaign was also based on an interesting insight, that 6 out of 10 girls stopped doing something they loved because of feeling uncomfortable about their appearance.


The creative execution of the campaign successfully used emotional appeals to raise awareness of this fact, leading to a vast increase in visits to the Dove website.


This campaign shows how powerful advertising can be if built from a strong, consumer focussed strategy, with an effective and creative execution, in an appropriate medium. In the case of this campaign, the clever use of the print medium greatly enhanced the impact of the campaign and as this video shows, the campaign was able to be extended into different mediums so that others could also recieve the message.

Flying_Ray's comment, May 9, 2013 7:55 PM
Yeah, it is sad. It's also sad though that the effectiveness of these social movements which Dove is trying to launch are held back by public criticism and scepticism of their marketing practices. If they are doing actual good for society I don't think it should matter if they are benefiting financially from it.
Albert McVities's comment, May 9, 2013 8:25 PM
supporting a channel can be reflected to the brand image that build brand equity and company's value toward publicity. good to see some company have used to do good within the society.
Gerry O'Beirne Dunn's comment, May 9, 2013 11:11 PM
I think it's interesting to see companies like Dove challenging the social norms that have developed thanks to over-enhanced images of beauty and super thin "role models". I would like to see more companies trying to approach important issues such as this with their marketing efforts.
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Is that a voucher in your pocket, or are you just pleased to see me?

Is that a voucher in your pocket, or are you just pleased to see me? | The IMC Report |

Way back in the mists of time, the number of vouchers redeemed by consumers was often seen as an indication of how effective a print ad had been. Since then vouchers have been put inside books, on dockets, in letterboxes and on the internet, each with varying degrees of success. But Auckland company POCKETvouchers claims to be improving the success rate—and efficiency—by sending discount deals to consumers' mobile phones.

Flying_Ray's insight:

While a bit of an oldie, I think this article really demonstrates the effectiveness of digital developments in the direct marketing field. Now a commonly used marketing tool worldwide, mobile phone voucher apps offer great benefits above traditional direct mail, paper vouchers. As shown in the article, the redemption rates of these digital vouchers are significantly higher than with traditional vouchers, without the production cost, or the time-lag of distributing them to your customers.


Furthermore, as shown in the article, when combined with a consumer database, the effects could be even greater and help in the implementation of a customer loyalty strategy. The information gained from these strategies can then be used to enhance future offerings and better tailor other marketing communications to the customers' needs.

Shivneel Chauhan's comment, May 9, 2013 6:33 PM
I agree with you Chris. Smart phones these days are all connected to the Internet so it is easy for large companies to communicate directly with the customers. Great article!
Albert McVities's comment, May 9, 2013 8:26 PM
totally agree with this article that smartphone become pocket all-in-one technology. smartphone brings out another level of social media interaction.
Gerry O'Beirne Dunn's comment, May 9, 2013 11:08 PM
Its a clever way to get people engaging with businesses while gathering important information for later use, e.i. databases. Seeing as smartphones have taken the mobile phone market by storm, using methods like that of this article are a great way of effectively using new forms of technology in marketing and communication.
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Can neuromarketing make mind readers of us all?

Can neuromarketing make mind readers of us all? | The IMC Report |

Neuromarketing is based on the notion that 95% of all our thoughts, emotions and learning occur before we are ever aware of it and that marketers are actually only talking to 5% of their customers’ brains. Neuromarketers claim to be able to find out what kind of marketing hits that other 95% of the brain in the right way.


So what are some of the key research findings of neuromarketing? Outlined below are six of the areas that receive the most attention in business and marketing circles

Flying_Ray's insight:

"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." This article raises many interesting points about the peculiarity of the human brain and psyche. Of all the interesting points made, I found the above quote the most relevant for a discussion on IMC, which requires the maintainence of a consistent message. A story which engages us on an emotional level is much more likely to be remembered due to the elaboration that it induces us to make. IMC allows these stories to be told in multiple mediums, in parts, series or continuations of each other. But whatever method you choose, it needs to connect with us on an emotional level.

Flying_Ray's comment, April 9, 2013 3:26 AM
As an example of probably an extreme case, I generally round prices such as $29.99 to 20 rather than 30. I don't know why. Probably as bad as my never checking prices on eftpos machines. I guess I'm the small business' dream customer/mark
Albert McVities's comment, April 9, 2013 4:50 AM
one of my other friend uses this type of article "Neuromarketing: Tapping into Consumer Psychology Increases Conversions" i agree to Gerry as human have five senses and emotions and these factors can influence the decision making process. It is a good marketing tools. human emotions does matter when purchasing items and five senses affects its decision.
Shivneel Chauhan's comment, April 9, 2013 7:32 PM
I’m guessing what this article shows us is if the product or service can get the consumer emotionally involved/attached than your product is bound to sell. As what Chris said “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."
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Volkswagen and DDB spread the bug

Volkswagen and DDB spread the bug | The IMC Report |
Flying_Ray's insight:

I found this campaign by DDB NZ to be a great example of using IMC to engage your consumers. With a Facebook and newspaper focussed campign they managed to generate a large amount of participation in their competition which really highlighted the"fun" associated with the VW Beetle. With participation from some of the well known sportsmen who VW NZ sponsors, this campaign shows how IMC can be successfully used to engage the market in a creative and interesting way.

Flying_Ray's comment, March 21, 2013 4:12 AM
Yeah Albert, that was certainly an interesting way to get consumers to realise they should expect more from their airline. It also provides a contrast in how to engage customers. In the VW example they offer one grand prize for the most creative attempt from a customer. While in the example in your scoop, the brand actively engages many customers with small samples and gifts for everyone. I wonder which strategy was more effective for their brand in terms of long term ROI?
Shivneel Chauhan's comment, March 21, 2013 5:54 AM
I also agree that this is a nice way to get consumers engaged with DDB NZ. The marketing strategy which has a low mass media spend with “an idea that’s needs to fuel itself to gain awareness” is simply genius.
Gerry O'Beirne Dunn's comment, March 21, 2013 6:45 PM
It appears that social media and word-of-mouth are almost becoming the same thing with the amount of potential consumers information can reach thanks to social networking. Ideas such as this create a hype that many people are willing to look into, leading to more creative and innovative ideas in the future.
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Customised Typefaces

Customised Typefaces | The IMC Report |

A customized typeface can make your design sing. Check out these examples from Novo Typo for a burst of inspiration.

Flying_Ray's insight:

This article provides some great examples of how customized typefaces can successfully communicate your brand identity across different media and touch points.


The VvNU example shows how a custom typeface can be used to provide a consistent image of an orgainsation, and the power this gives the various members in being able to communicate this image without central control of all external communications.


We can further see how brands can successfully differentiate themselves in the global market even when their fundamnetal focus ( I.e. Eco-friendly) is not original. Creative design allows brands to forge as unique a brand image as they want which fits the deeper culture of the company.

Shivneel Chauhan's comment, March 21, 2013 6:20 AM
Very interesting article you got here Chris. It amazing how Novo Typo creates customizes design to suit the preference of the Clint. Novo Typo helps cooperates create a brand identity that customers can remember and which stands out in the globe market.
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Is Dove following the blueprint of empowerment marketing?

Is Dove following the blueprint of empowerment marketing? | The IMC Report |

I’ve been reading a book called Story Wars off-and-on for the past couple of months, and it’s one of those books that ties a lot of separate ideas I’d been having together, and made sense of them. It talks about the move in marketing from an approach of inadequacy to one of empowerment. That is, the difference between selling a product by appealing to base needs (the lower tiers of Maslow’s hierarchy of needs: sex, hunger, fear) and selling a product by appealing to higher concerns, like creativity, self-esteem, belonging, etc.


So when I saw Dove’s most recent addition to its Real Beauty campaign, I recognised it as an example of empowerment marketing. A really good example of it.

Flying_Ray's insight:

The Dove Real Beauty Campaign is a great example of brand identifying an interesting and relevant consumer insight for advertising strategy to be built on. The campaign was first launched after the indentification that only 4% of women think they are beautiful. From this, they have developed many creative executions attempting to show women that they are beautiful and to raise their self-esteem. These executions spanned across many different media, all with a strong unifying message/idea: "You are beautiful".


This latest addition to the campaign shows a brilliant creative strategy  which was built on this idea. The simplicity of the message and the clever, dramatic execution work together to create an ad with real impact.

Shivneel Chauhan's comment, May 9, 2013 6:42 PM
This is a brilliant ad that Dove has produced. It really gives a good consumer inside on what woman thinks about themselves. The ad has a real emotional attachment to its audience. If I was a woman, I would buy a Dove product.
Flying_Ray's comment, May 9, 2013 7:59 PM
I agree that the ad does generate a powerful, emotional impact. But again, it unfortunate that it has recieved so much criticism for being overly dramatic and more of the same. I thought the use of a sketch artist was really clever.
Albert McVities's comment, May 9, 2013 8:24 PM
Dove always have interesting campaign and it is good to see how creative and effective can be. one of the dove stress relieve ads i saw on youtube was tested on real people in airport of how they would react to stress in real life events.
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Nine campaigns that found the holy grail of advertising awesomeness

Nine campaigns that found the holy grail of advertising awesomeness | The IMC Report |

Today it’s clients as much as creatives who aspire to do the most creative work that in turn leads to the most outstanding commercial results. And the holy grail for client and agency partnerships has increasingly become to win a gold Lion and a gold Effie with the same campaign.


Nine campaigns joined this exclusive club in 2012...The one theme, of course, is that these are all cases for creativity. Persuasive appeals to drive outstanding commercial success by producing work that’s highly original, hugely engaging and brilliantly executed. To do things that consumers and the media find fascinating enough to talk about. And most of all, to quote Faris Yakob from his recent commentary in Millward Brown’s 2012 Effie Report, to “be awesome”. Because “in a world driven by sharing, if it doesn’t spread it’s dead, and awesomeness, the emotion of awe, is what drives the most spread.”


And so, having collected up and scoured the winners lists from both Cannes and the past year’s 40 Effie shows, here are the nine awesome gold Lion winning campaigns that went on to pick up a gold Effie in 2012.

Flying_Ray's insight:

I think this article gives some great insight into what it takes for a campaign to be truly effective. The examples given, and the closing statement by James Hurman, "creatively awarded campaigns are much more likely to be effective than campaigns on average", show the importance for creative execution of relevant consumer insights. So, essentially this creates a need for talented planners and creatives to be working on the campaign. 


The quote from Yakob, mentioned above, also reiterates the need for a campiagn to generate emotional connenctions and engagement to be effective. As the realm of digital continues to progress, I think this will become more and more crucial. So, for those in or entering the industry, remember, "Be awesome".


Flying_Ray's comment, April 9, 2013 5:07 AM
Yeah, the Jay-Z campaign was brilliant. Personally though I found the Troy Library Book Burning (truly leveraging consumer emotions/outrage) and the Steal a Bansky campaigns the most awesome. Though, the Jay-Z campaign is a great example of IMC, using digital, music, sponsorship, publishing and outdoor. Also, clearly effective by having Bing enter the top 10 most visited sights for the first time.
Flying_Ray's comment, April 9, 2013 5:07 AM
Also, just noticed in the book burning campaign.
Shivneel Chauhan's comment, April 9, 2013 7:25 PM
Jay-Z campaign was really cool. It was a creative way to generate awareness. I also liked Chrysler’s ad and how they used rap legend “Eminem” to promote their new car. This article information is very well placed as they have videos to give examples of great advertisements.
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First names, now years: Coke taps into musical memories

First names, now years: Coke taps into musical memories | The IMC Report |
Flying_Ray's insight:

"The major insight of the first instalment was that humans love a bit of personalisation/are remarkably narcissistic. And the major insight of this continuation is that we all have memories associated with music, from sexy time, to classic road trips, to live gigs, to horrible accidents".


Who else but Coke?... The first share a Coke campaign was great, but personally I think this is much more likely to engage me for the full run of the campaign. I feel memories through music can generate a better emotional response than the short lived one of giving someone a bottle with their name on it.

Gerry O'Beirne Dunn's comment, April 9, 2013 1:28 AM
I agree that getting consumers to reminisce is far more likely to get them engaging in the campaign. Most of their memories around the time that the song was dated will be explored as associative memory, which will in turn increase their emotion levels and engagement in the campaign. This is a brilliant way to transfer consumers emotions from their past, to the brand as it stands today.
Flying_Ray's comment, April 9, 2013 3:29 AM
Also, I would associate the emotion of listening to music with friends and the associated memory with joy and happiness (Coke's image) more than gift giving (at least something as small as a named soft-drink).
Albert McVities's comment, April 9, 2013 4:45 AM
Coke campaign is the most interesting campaign in New Zealand. Shared a coke idea hits millions of like, it is a efficient and effective way to market Coca-cola brand.
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Facebook Graph Search

Facebook Graph Search | The IMC Report |

Last week, Zuckerberg officially announced a new feature – Facebook’s Graph Search – at a press conference.

This entirely social-driven search engine allows users to find people, pages and places through the likes and shares of their Facebook community.


Search engine optimization for Facebook is nothing new – in fact, it has been part of the overall SEO strategy for years. What is new, however, is the overall implication that Facebook likes, shares, and posts from friends will have on search results and how it may or may not influence buying decisions.


Will Facebook take over the search market? 

Read more at:

Via Antonino Militello
Flying_Ray's insight:

Continual developments in the prominence of social media for search purposes may very well have massive implications for how companies are able to reach their consumers in the future. As this method of search is refined, it may become that online promotional messages will only reach people if it is actively "liked" within that person's network of friends. This raises the importance of engaging marketing communications, both in message and medium. To reach consumers, companies will require engaging communications that interest the party enough to like the message, making it available to their network.


Furthermore, at this point, will traditional IMC strategies be enough to reach consumers in this world of selective content? A consistent message across various media may still not be seen by large proportions of a target market if it is not presented in an interesting enough way that engages the consumer to the point of wanting to share this message.

Albert McVities's comment, March 21, 2013 2:48 AM
facebook is now the world most famous social networking site but still they work toward IMC strategy, trying to increase user engagement and experience through facebook
Flying_Ray's comment, March 21, 2013 4:20 AM
Yeah Albert, Facebook is a good example of a company that is continually making technical improvements to try and better their users experience. Though, many users seem to reject these developments at first as it means they have to relearn how to use something which has become a part of their daily routine. It makes you wonder how Facebook could make improvements without lowering customer satisfaction? Managing such would surely help their brand equity and extend its relevance as a social network platform.
Gerry O'Beirne Dunn's comment, March 21, 2013 6:38 PM
It's almost funny to think that a social media platform like Facebook, where they would be able to get a multitude of suggestions from current users for improvements, has trouble managing improvements to their service, that users accept. Services like Google and Facebook are becoming integrated with cellphones and tablets, so its important that the improvements they make are both necessary and substantial otherwise users may not be pleased with the direction they are going.