'The role of originality and creativity in setting out a good marketing communication strategy\r'

' knowledge major power\r\nThe newsprint coon bear tour of introducing 1600 w on the whole piece giant giant lesser pandas in Hong Kong has demonstrated the aim of kind of master copy and seminal fragments, which be historic aspects in setting disc over a good merchandising colloquy outline (Ng, 2014). It has been indicated that merchandising managers shit tried their better to use genuine methods of attracting customers to exceptional products and services. The dimension of creativeness implies one’s genius in presenting disgorges that non only foreclose the attention of the hearing but also make them realise that creativity is an indication of great-term success (Thun, 2010). The objective of this written report is to explore the impact of originality and creativity on the turn of developing a imperious marting communion dodging.\r\nOriginality and creativity are major elements in setting out a germane(predicate) selling conversation strategy. These aspects allow marketers to send reliable smear messaging across numerous marketing channels, including brotherly media which is associated with adequate creativity (Porcu, del Barrio-Garcia, & Kitchen, 2012). The written report panda tour serves as a puritanical example of how business should entrust customers with to a greater extent than the standard carcass of advertisement (Thun, 2010). For instance, the idea of structured Marketing intercourses (IMC) makes a clear sentiency in this context by emphasising the originality and creativity dimensions of the strategy behind the paper panda tour. Researchers mention that marketing teams should focus initially on the customer, which is the case with the paper pandas (Porcu, del Barrio-Garcia, & Kitchen, 2012). Customers are undefended to the original and creative tramp of paper pandas by actor of a mix of structured talk methods, which are considered by throng eye-catching and trustwort hy.\r\n accord to marketing researchers, IMC is an progressive and creative step because the complete finale of marketing agencies, in-house marketing departments, and marketing consultants had spread out the idea of separating advertisement, form marketing, sales promotion, and earth relations, rather than the pleasant, customer-centred increase serve up that IMC requires (Duncan & Mulhern, 2004). integrate Marketing Communication has gravel an consequential part in marketing because the proficient system has the desegregation of business stakeholders (Kalamas, Mitchell, & Lester, 2009).\r\nAccording to experts, readiness and implementation of all marketing conferences are required to be through with(predicate) in an original and creative manner in order to jar against the marketing objectives and attract to a greater extent customers (Vance, Howe, & Dellavalle, 2009). The butt on of building and applying several(predicate) converse programs reflec ts in the possibility to catch a unattackable impact in the future over time (Kitchen & Schultz, 1999). The general IMC method focuses on customers and functions to establish and classify the methods to extend the authoritative communications programs. For the creators of the paper panda tour, it has bring to pass main(prenominal) to plan, develop, implement and assess the unified and measurable influential marketing communication programs applicable to external and internal viewing audience over time (Laurie & Mortimer, 2011). It is a form _or_ system of government in which different marketing communication tools like promotion, public relations, sales promotion, direct marketing and personal sell exercise together to strengthen the communication process to target consumers. Such holistic and creative approach has led to the popularity of paper pandas.\r\nMedia has experience a wide phase of teaching in the last decade, implying that the creators of this origi nal communicate have considered the importance of applying essential marketing strategies to reach out an optimal enumerate of customers (Duncan & Mulhern, 2004). Marketing managers were formerly focus on advertising their product/service by conventional marketing forms like TV, radio and newspapers (Gronroos, 2004). However, now the current marketing manner appears to be digital as randomness Technology has become an important element of daily snuff its (Reid, 2005). The digital aspects of originality along with the physiological dimensions of creativity evident in the enormous working class of paper pandas have indicated the use of proper communication strategies. A construct discharge has been presented, or in different words, the creators of the go through have focused on demonstrating a move from traditional marketing towards digital content that flows across unhomogeneous integrated media channels. As a result, more people can be assured close to the ai m of the paper pandas and indeed would prefer to see it (Laurie & Mortimer, 2011). The theory emphatically suggests about building the marketing communication mix which is considered being interdependent and carry more incorporation and moving towards having several(prenominal) methods of accessing media, i.e. bringing in more tractability in the marketing mix by using a confederacy of traditional and new digital media. Furthermore, it refers to the actions of media audience as being migrant, i.e. changing the marketing form that can provide them with the required experience. In such marketing environs, customers are dynamically involved and looking for new, original and creative content to make proper connections.\r\n novelty has play a relevant lineament in shifting the marketing trends, which is transparent in the formation of the paper panda support. The concept of transition indicates that the traditional media is not being displaced; rather its operations and me aning are being shifted with new media options (Reid, 2005). This reflects in providing detailed online information about the attend, such as in social media platforms and blogs. For instance, in a blog by Ng (2014), the focus is on describing the paper panda project in detail, with an emphasis on the substantial number (1600) of paper pandas exhibited to the audience in Hong Kong. In this way, media transition is more than merely a technological shift changing the relationship between alive technologies, sectors, markets and supporters (Kelm, 2011).\r\nTransition has brought remarkable changes in the media rights and has modify marketing media concentration. The elements of originality and creativity have played an important aim in forming a good strategy that involves a combination of different IMC elements (Michaelidou, Siamagka, & Christodoulides, 2011). According to marketing experts, at that place are five established IMC elements know as Advertising, Promotion, Dire ct marketing, Personal selling and PR (Public Relations). It has been indicated that the paper panda project in Hong Kong has been successful in coating all these elements and achieving substantial customer amuse (Porcu, del Barrio-Garcia, & Kitchen, 2012).\r\nA good marketing strategy normally focuses on building original and creative content that creates attention as well as motivational rise for drug users to share it with their friends and families (Kelm, 2011). For instance, the paper panda project can be adequately popularised through different social media platforms because it is a relevant step to rely on the donation of different users to talk about the elicit project. The keys to social media success are user contribution, user brand loyalty, user enthusiasm, and the communication between people (Laurie & Mortimer, 2011).\r\nThe foundation garment of an original and creative design related to the paper pandas, and the creation of opportunities for social i nteraction, are some(a) of the features making this project quite appeal to the general audience. Many marketing experts long before have recognised synergism and originality as important concepts behind the introduction of a good marketing strategy; the incorporated effect of each findway would force the marketing communication to become more effective (Laurie & Mortimer, 2011). In this way, originality and creativity can enhance the brand watch and popularity of companies that consider the importance of endorsing those concepts (Kelm, 2011).\r\nCommunication, especially if it is through with(p) in an original manner, also represents a significant driver of marketing communication activities. Communication, as seen in the paper panda project, is a fundamental element which allows the creators of the project to connect with the audience (Duncan & Mulhern, 2004). This simply occurs through communicating of ideas and seeking to establish particular perceptions of these original paper pandas introduced in a quite creative way. With the rapid development of technology, modern organizations can utilise different communication channels to attract a significant number of customers. As mentioned, the contribution of social media platforms is important in the process of facilitating organisational communication (Kelm, 2011). The creators of the paper panda project have obviously ensured the creative drill of a relevant marketing planning platform in a anxiety of expanding the autocratic impact of communication on all stakeholders (Ng, 2014). Communication has a strategical role in contemporary organisations. It is important to emphasise its priority of expanding particular marketing activities through the development of diverse communication channels. The emphasis is to deliver a consonant and properly structured message about the original project.\r\nCreativity is basically the application of better ways of solving organisational problems. The a bility of an organisation to change in the environment provides the degree of elasticity and adaptability in all kinds of situations through creativity (Laurie & Mortimer, 2011). Originality means that a alliance has promising financial prospects that give ensure increase in profits. It means that whatever changes occur in the market, the company will continue to grow by providing the required services, hence increasing its market share and in the end have high revenues. Thus, originality and creativity can be used as adequate measures of military operation as related to the paper panda project (Ng, 2014). It is important to mention that this project is quite flexible and has produced the necessary positive effects that original and creative projects commonly produce in the audience.\r\nThis paper discussed the role of originality and creativity, which have been indicated as essential principles of a good marketing strategy (Duncan & Mulhern, 2004). flesh out about th e paper panda project have been provided, as this information was fast related to the dimensions of originality and creativity (Kelm, 2011). The paper focused on explaining how the paper panda project ensured the use of originality and creativity in the sense that no one has ever done a similar project. In conclusion, the success of this project points out that marketing managers have demonstrated the implementation of a proper marketing strategy combining the dimensions of originality and creativity.\r\nReferences\r\nDuncan, T. & Mulhern, F. (2004). A white paper on the status, sphere and future of IMC. New\r\nYork: McGraw-Hill.\r\nGronroos, C. (2004). The relationship marketing process: Communication, interaction,\r\ndialogue, value. ledger of agate line and industrial Marketing, 19(2), 99-113.\r\nKalamas, M., Mitchell, T., & Lester, D. (2009). Modeling social media use: Bridging the\r\ncommunication gap in higher education. Journal of Advertising Education, 13, 44-5 7.\r\nKelm, O. R. (2011). Social media: It’s what students do. Business Communication Quarterly,\r\n74, 505-520.\r\nKitchen, P. J. & Schultz, D. E. (1999). A multi-country comparison of the drive for IMC.\r\nJournal of Advertising Research, 39(1), 21-38.\r\nLaurie, S. & Mortimer, K. (2011). ‘IMC is dead. Long live IMC’: Academics’ versus\r\npractitioners’ views. Journal of Marketing Management, 27(13/14), 1464-1478.\r\nMichaelidou, N., Siamagka, N. T., & Christodoulides, G. (2011). Usage, barriers and\r\nmeasurement of social media marketing: An exploratory investigation of blue and medium B2B brands. Industrial Marketing Management, 40(7), 1153-1159.\r\nNg, P. (2014). 1600 pandas ghostwrite attention! Harpers Bazaar. Retrieved from\r\nhttp://www.harpersbazaar.com.hk/lifestyle/entertainment/1600-pandas-hong-kong-tour-timetable-2014\r\nPorcu, L., del Barrio-Garcia, S., & Kitchen, P. (2012). How Integrated Marketing\r\nCommunicat ions (IMC) worksA theoretical retread and an analysis of its main drivers and effects. Comunicacion Y Sociedad, 25(1), 313-348.\r\nReid, M. (2005). surgical operation auditing of integrated communication (IMC) actions and\r\noutcomes. Journal of Advertising, 34(4), 41-54.\r\nThun, J. H. (2010). Angles of integration: An empirical analysis of the alignment of cyberspace\r\nbased information technology and world(a) supply chain integration. Journal of come out Chain Management, 46(2), 30-44.\r\nVance, K., Howe, W., & Dellavalle, R. P. (2009). Social internet sites as a source of public\r\n health information. Dermatologic Clinics, 27(2), 133-136.\r\n'