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Week 6 - 8: communication mix; creative marketing; direct marketing
Curated by Alana Meikle
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Direct Marketing Basics

Direct Marketing Basics | MILESTONE 2 - IMC |
What is direct marketing? Does direct marketing work? Types of direct marketing and direct marketing basics.
Alana Meikle's insight:

This article defines what direct marketing is and all the different ways it can be approached. It is the most agressive form of marketing because it is the company communicating/advertising directly to the consumer (email, telemarketing, mail etc). The article explains that it is important for marketers to know which is the most effective way for their company to use direct marketing. This is because some of these marketing strategies can be invasive or annoying so taking the appropriate path and approach is vital.

Emily Gavigan's comment, September 25, 2013 8:11 PM
Direct marketing is a valuable tool for an IMC strategy however this type of marketing requires different objectives than those set for other promotional mix tools. To target consumers a database is generally formed as a tool for ‘database marketing’ thereby creating specific information about consumers that can be used to continually target them and create an effective and efficient marketing communications campaign. However as noted in the article and as your insight has suggested Alana, some strategies are too invasive for consumers and may actually have negative consequences for the brand if an effective strategy is not put in place. Direct marketing is a very beneficial tool if implemented strategically and should definitely be considered as a marketing tool for a business it just needs to be well thought out and researched before hand to determine the most effective way of using it.
Rebecca Taylor's comment, September 26, 2013 1:07 AM
Very good description of Direct Marketing and I think it is interesting to note that "telemarketers" still exist in our environment today. I think digital direct marketing is definitely paving the way for DM and eventually telemarketing will be non-existent.
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5 Creative Marketing Moves

5 Creative Marketing Moves | MILESTONE 2 - IMC |
Image via CrunchBase Getting the word out about your company is a constant challenge, especially in today’s over-saturated, noisy market.
Alana Meikle's insight:

This article gives examples of 5 brands that have used marketing in a creative way to really engage with their consumers. They each tell their story in a unique way while taking into consideration things such as, their target markets and comsumers - who they are and what they want, they then have each advertised their product in a way that captures their consumer's attention. E.g. Dove's campaign showing 'real' women in their ads rather than models is creative and effective as the majority of their buyers are 'real' women. Lululemon's idea of having a free yoga class once a week in their stores is creative for their brand as they sell yoga/fitness clothing.

Emily Gavigan's comment, September 25, 2013 8:26 PM
This article plays real emphasis on getting to know your consumer inside out in order to interact and produce something that will attract consumers. Marketing is all about getting a response and if an IMC strategy is well thought out then a company will see great success for its brand. These examples of Dove and Lu Lu Lemon tap in to their target markets to find a unique aspect of their brand that will capture consumer’s attention. As the article states, “turn your thought process upside down and get down to its core” so that you can give consumers something unique and exclusive to that brand that wasn’t at all expected.
Rebecca Taylor's comment, September 26, 2013 8:14 AM
This article is very insightful and illustrates examples of successful and creative advertising campaigns. I think brands that truly understand who they are and what they are offering will succeed the most. It is interesting how Dove use the 'real' women and focus on the inside as well as the outside. I believe another successful campaign of this kind was the Kelloggs "What have you got to gain?". This drew on a consumer insight about how women want to 'lose weight' and 'lose fat' and instead they spun it around and showed how much confidence and sense of achievement you have to gain and how that is what is important. Very creative and effective idea that sat at the centre of their entire advertising.
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What Is a Marketing Communication Mix?

What Is a Marketing Communication Mix? | MILESTONE 2 - IMC |
Marketing is a broad business function that includes product research and development, merchandising and distribution processes and pricing, as well as communication or promotion. The communication ...
Alana Meikle's insight:

This article gives clear definitions for the five main ways that companies can use for promotional purposes. It clearly outlines ways advertising, personal selling, discounts and promotions, public relations, direct marketing and event sponsorship can benefit a company or business. It also defines what these methods can do for a business and in what areas they are most effectively used in e.g. advertising through media or face to face. 

Daryl Peterson's comment, September 26, 2013 2:49 AM
Well written Manasi. The article is very informative and gives a clear insight about the communication mix. It breaks down the variety of promotions which helps make it easier to understand. Advertising, personal selling, public relations, direct marketing can all help a business benefit in the long term. It also explains the methods outcomes for businesses who use the communciation mix effectively.
Rebecca Taylor's comment, September 26, 2013 8:11 AM
A marketing mix is essentially what IMC is all about. You need to have a MIX of all that you do, because it is no longer sufficient to simply use one channel. For a brand to succeed in building and sustaining meaningful relationships with consumers, they need to explore a variety of channels, thus achieving their marketing mix. Good article and interesting insight, Alana.
Harshika Mistry's comment, September 26, 2013 6:14 PM
A very well implemented insight Manasi. This was a very interesting article for this paper as it gave me a clear understanding what the marketing communication mix is. It gives a clear guideline of the different and unique ways the businesses can implement some aspects of the communication mix to their marketing campaigns in order to communicate and promote their products to their prospects. I believe the marketing communication mix is essentially what IMC is all about.
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Four Totally Insane Marketing Campaigns That Actually Worked

Four Totally Insane Marketing Campaigns That Actually Worked | MILESTONE 2 - IMC |
Marketing takes on a lot of different meanings around the world. Here are a few wild campaigns that caught on globally and turned into advertising...
Alana Meikle's insight:

In this article, 4 different ad campaigns are discussed that are not exactly directly related to their brand, however they are strong campaigns because they are interactive and/or they get people talking about their brand. So while it may not be advertising what their brand is, they are creating campaigns that are different and engage not just their consumers/target markets but the majority of people that see it. Creative advertising is not only a good way to engage comsumers but to create brand awareness for a lot of people that have just seen the campaigns. 

Emily Gavigan's comment, September 25, 2013 8:14 PM
As noted in the article, every marketers dream is to create that one advertising campaign that creates such buzz over the Internet that it is all that is being talked about, and the four campaigns listed created exactly this. The originality of these campaigns breaks away from the ordinary and predictable advertising we see all the time and gets people talking amongst each other and spreading the word. However, I think it’s important to note that creating these effective campaigns that may have gone viral for a while don’t always stay in the consumers mind. People will often reflect and share the crazy campaigns they can remember from the past but more often than not people forget what the brand was behind the advertisement and what was even being sold if there isn’t a direct connection from the campaign. So although these campaigns can be really effective they need to hold some relevance to the brand/product in order to stay in the consumers mind.
Rebecca Taylor's comment, September 26, 2013 1:11 AM
All four of these campaigns are truly original, creative and out-of-the-box. These will always gain attention as well as earned media, because of the originality of them. However it is important that these campaigns only make up a fraction of a companies brand and marketing strategy as a "fun stunt" or a "crazy video" will only see you go so far with consumers. Loyalty and consistency still remain important in the ad world.
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What Is the Marketing Mix of Coca Cola?

What Is the Marketing Mix of Coca Cola? | MILESTONE 2 - IMC |
The marketing mix is a standard strategic tool used to formulate a plan for product development and promotions. Examining the mix for a successful company like Coca-Cola can help a business leader ...
Alana Meikle's insight:

In this article, we see how coca-cola has used marketing in an effective way to keep their brand well recognised and keep their costumers loyal to the brand. The marketing mix approach for Coke includes 4 main elements, place, product, price and promotion. By having the product available all over the world and at many different places including restaurants etc. is strategic marketing for a brand with a strong competitor like Pepsi. Also they have a product which is very popular, world-wide and with this, they ensure that they keep their product affordable for their target market. Also by dedicating a large sum to promotions and advertising each year reinforces the brand to consumers so it remains globally recognised.

Emily Gavigan's comment, September 25, 2013 11:28 PM
Great article Alana, a successful IMC program requires the right combination of tools in order to formulate and communicate a successful product to its consumers and this article outlines how Coca-cola is a great example of this marketing mix. Challenge is found in the understanding of how to use the various IMC tools to deliver a brands message effectively and efficiently. Nevertheless, Coca-Cola was able to establish the 4 p’s of product, place, price and promotion to create a successful product that both develops and sustains its brand identity and equity making it one of the world’s largest leading brands today.
Rebecca Taylor's comment, September 26, 2013 8:09 AM
Coca-Cola is undoubtedly one of THE most significant brands of all time and I don't see that changing anytime soon. They put so much focus on to the brand strategy and their campaigns are always thought out and thoroughly integrated. Interesting when at the end of the day, all they are selling is sugary water....
David Blomfield's comment, September 26, 2013 10:28 PM
This article discuss how coca-cola uses marketing in an effective way to keep their brand well recognised and keep their costumers loyal to the brand. We are told clearly what a marketing mix is in terms of the 4 P's place, product, price, promotion. The product is available all over the world and the price changes from target market to target market. Lastly they have a very large budget set aside for promotion and advertising. I found it very interesting to know how much effect they put into marketing their product when there is rarely a person alive that hasn't heard of the coca-cola brand or slogans.