Themes of IMC 2.0
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Themes of IMC 2.0
Themes of IMC from weeks 4-6
Curated by Brad McMahon
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Integrated Marketing: If You Knew It, You'd Do It

Integrated Marketing: If You Knew It, You'd Do It | Themes of IMC 2.0 |
The glut of places to advertise makes it easy to confuse customers with contradictory messages. Execute a strategy that integrates all your efforts
Brad McMahon's insight:

Intergration is vital to an company/brand. Being able to communicate as a consistent identidy to the consumer an remaining true to the same focus, reduces confusion and enahnces recall of your brand with the consumer. Using the same mediums an messages repeatedly will only make the consumer feel like they know who you are and what you want to represent. Intergration can be a timely process but the benefits are huge. Ask Google, Apple, MCD's, and Nike. Their products and brand have lasted the test of time and why? Because they all showed perseverance and patience, which so few companies can do. Delivering the same message and identidy to the consumer is vital to building a brand or company, and this article highlights that.

Shaima'a Ali's comment, April 9, 2013 3:50 AM
I agree with the comments above in saying agh brands that have lasted a long time. It takes a lot of time and effort to get the results that a big brand wants and to be internationalized. A good example of this would be Apple. Apple has been around for so many years, since 1977 to be exact. In the last 10 years more or less, they're communication with consumers, message delivery, communication medium, perseverance and patience has allowed them to become a company that is so popular and famous. Wherever you go, you see people all around the world with Apple products. So all in all, I do strongly agree with the article.
Meera Bhana's comment, April 9, 2013 4:53 AM
This article is good as it emphasizes the importance of a company having a strong image and brand. Having a well known brand makes communicating with customers a lot easier. Creating a strong well known image will give consumers the confidence to trust the brand and be happy with purchases
Aloivaa Su'a Siaki Tupuola's curator insight, April 2, 2014 12:59 AM

Different people have different perceptions and perspectives on tackling and addressing issues. Reasonable with the broad looking and insight by the author as it would occur in the business world, especially the fast emerging of technology in today's business context.


A best integration strategy might have the focus to accentuate on harmonizing all its marketing campaigns and efforts to ensure its success and sustainable advantage. Fragmentation may inevitably exist, when marcoms managers fail to synchronize all the elements of the unifying strategy.


Because of the rise of the technology enable the fast development of various media comms that are vying for consumers attention, but consumers cannot been able to absorb too much information in a time. For example, a television commercial during an interesting programme, not all consumers are concentrating on commercials, they normally gone through zipping and zapping behaviors.


Therefore, marcom manager must have to focus on designing the most appropriate IMC strategy and  harmonize all its elements to ensure critical success in persuading consumers and increasing brand awareness.






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Is emotional response the important missing variable in customer experience measurement?

Is emotional response the important missing variable in customer experience measurement? | Themes of IMC 2.0 |
The authors offer a way to measure the impact of emotions, using a car-rental example to show the benefits of asking customers how they feel about seemingly emotion-free transactions.
Brad McMahon's insight:

I agree with this article in the sense many companies accept a company purely liking a service or product as an emotional response, where in fact this is only touching the surface of consumer communication. Emotions are deeper and far more complex than that which only touches the surface. This article highlights a few methods in which these deeper emotions can be drawn from consumers to enhance the knowledge in which a company knows about the way consumers think and act and why they think and act this way. Even though it is a long article, the benefits from reading it are uncomparable. I have not come across an article containing more in-depth  insights about consumers emotional responses. Do you feel this article really grasps how to draw and measure an emotional response from a consumer?

Medinah Ali's comment, April 4, 2013 3:27 AM
Reading this article has given me a new perspective. Emotion is usually defined as something personal to the consumers, but after reading this article it has expended my thoughts in many ways. The author defines the importance of emotion which is outlined by Brad. These behavioural attributes help marketers obtain importance reactions by the consumers. As Marketers, It is clear that determining how someone feels when you know what they are thinking about completes the understanding of behaviour. This feeling, although complex, is best and most easily understood by segmenting it into the three key determinants: appeal, engagement and empowerment. Marketers who incorporate emotional response as a key measure can unlock a more complete understanding of what goes on in both the hearts and minds of consumers.
Shaima'a Ali's comment, April 9, 2013 4:31 AM
I agree with Medinah in saying that emotional response is a key measure to approach and it will allow a deeper more meaningful understanding of the consumers behavioural attributes toward a brand. This article does go in depth of how consumers respond emotionally and it is quite interesting to read this. I quite often realised that I was relating myself while reading it and that the things we do unconsciouslywhile purchasing from a brand we favour, is due to the amazing marketing skills of a brand or company. I feel that this article does indeed grasp how to grab the attention and measure an emotional response of a consumer. Good read.
Meera Bhana's comment, April 9, 2013 10:24 AM
emotions are becoming more important to consumers when buying products. Marketing are also being able to meet consumers needs and wants more so there is more chance of attachment as products are what consumers are looking for. This articles narrows it down to the important ways emotions are used when making ,marketing decisions
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Determining a Budget - Integrated Marketing Communication

Determining a Budget - Integrated Marketing Communication | Themes of IMC 2.0 |
Boundless' free textbooks and study tools makes education more affordable, accessible, and effective for students and professors.
Brad McMahon's insight:

Allocating funds to all of the core componenets of IMC when constructing a budget for a marketing plan is vital. Alligning the budget with the core components allow for the desired goal to be attained directly without no excess and uneeded costs added. A budget is only a frame for a marketing plan. Having strong objectives and the ability to measure the success from these will determine whether or not the boundaries of the budget frame will be sturdy or instead crumble, in the wake of bad allocation of funds.

Medinah Ali's comment, April 4, 2013 2:49 AM
I agree with this article, it is crucial to construct a budget for a marketing plan, as this can outline an overview image of how the company/product will interact with consumers/marketplace. Research is vital, as this determines the criteria of what is required through consumer’s perspective. Budgeting helps coordinate the activities of the company and the product, by doing so many implications can be avoided. A budget can enable control of decisions and also can motivate managers to achieve goals.
Shaima'a Ali's comment, April 9, 2013 3:55 AM
This article allows the reader to know the importance of planning in IMC and specific marketing areas. It is important to communicate the IMC components to the managers, as they must have a good understanding of this in order to plan and prioritize ahead for the company in case there are any changes that need to be made to the budget, so that they can meet goals that are set. Managers must keep an eye on business performance levels at each step of the way and having adequate finance skills is important for budgeting. I personally agree with the article in saying that managers must understand the IMC components as well and it is how managers will prioritize and plan activities and the budget itself.
Meera Bhana's comment, April 9, 2013 4:56 AM
Without having a clear budget and fund allocation IMC wouldn't be possible as stated above. This gives more scope for business so they know what they are working with. If a business under budgets then their strategy may fail