Week 1

Question 1

Define integrated marketing communications (IMC)

Answer 1

The integration of all marketing activities associated with planning developing, implementing and evaluating brand communication (A process, not a thing)

o Integrating all the promotional mix (tools), so that they work together in harmony (creating brand equity)

o In a Clear, Consistent and Compelling voice

Question 2

Define Brand equity

Answer 2

The equity (value) that an established brand has built over it’s history (time)

o Commercial value that derives from consumer perceived value of a brand image and name.
o E.g. Apple known as a creative innovator within the industry

Question 3

Define brand recognition (lowest)

Answer 3

A relatively low level of awareness of a particular brand, where the consumer may be able to identify a brand if given prompts.

Question 4

Define brand recall

Answer 4

A relatively high level of awareness of a particular brand,
where a brand is so well known that many consumers can recall the brand
without prompts.

Question 5

Define top of mind awareness

Answer 5

This pinnacle of brand-name awareness occurs

when a company’s brand is the first brand that consumers recall when thinking of a particular product category

Question 6

explain brand awareness pyramid from bottom to top

Answer 6

unaware of brand
brand recognition
brand recall
top of mind awareness (TOMA)

Question 7

steps in building brand equity framework

Answer 7

1. Profile the Target Market:
   o Determine the message and positioning.
2. Use the relevant media channels:
   o Reach the target consumer e.g. younger people = social media.
3. Achieve communication synergy
   o Speak with one voice, build brand equity
4. Influence the target market
   o Sales, awareness, loyalty, behavior
5. Build customer relationships:
   o Repeat purchases, positive WOM, community

Question 8

Common IMC elements

Answer 8

1. Sponsorship
2. Personal selling
3. Sales promotion
4. Pubic relations
5. Advertising
6. Point of purchase
7. Direct marketing
8. Digital marketing

Question 9

Common imc media channels

Answer 9

o	Newspaper
o	Facebook
o	Radio
o	Television
o	Twitter
o	In-person
o	In-store

Question 10

define positioning

Answer 10

Central idea that encapsulates a brand’s meaning and distinctiveness e.g ‘Apple’ = ‘Think Different’

Question 11

define targeting

Answer 11

Meaningful segmentation of a number of demographics and psychographics
o Messaging/positioning must align with the values of the target consumer to create synergy

Question 12

major differences between traditional and social media

Answer 12

market research:
surveys or focus groups conduced infrequently with limited customers (traditional

Continuous detailed feedback from customers inning online communities
(social media)

New product Development:
New products created by R+D with limited feedback from customers (tradition)

Customers contributing new product ideas to brand team on regular basis

Customer interaction:
One way marketing from the company; two way dialogue occurred in store (traditional)

Customer expect brands to listen and engage with them regularly (SM)

Brand positioning:
Brand positions creased with agency and dictated to customers (traditional)

Brand positioning creased and shared to most engaged, loyal customers (SM)

Targeting:
Tv ad created for the masses, some minimal targeting via program selection (traditional)

Digital campaigns reach consumers in an entirely personalised manner (SM)

Creative:
Campaign created with agency and executed over 6 month plan (traditional)

Campaign constantly evaluated and evolved based on real time data