Integrated Marketing Communications

UARK Exam One

Revenue premium

Differential between a branded item and a corresponding private-labeled (store brand) item.

What is the correlation of revenue premium & market share

Strong brands with higher shares often enjoy higher revenue premiums because customers are willing to pay more

Give an example of revenue premium and market shares

Coca-cola charges more than generic colas due to strong brand recognition

Positive impacts of brand value increase

increased customer loyalty

better price margins

greater negotiating power with distributors

ability to introduce new products

higher market share

resilience during economic downturns

What does Brand Asset Valuator (BAV) measure?

Differentiation, relevance, esteem, knowledge

differentiation

Measures how unique or distinct a brand is from competitors

High Differentiation =

Strong brand power & pricing ability

Relevance

Assesses how useful or personally connected consumers feel to the brand

High Relevance =

Broad appeal and customer adoption

Esteem

Reflects consumer respect, perceived quality, and positive regard

High esteem =

Trust and loyalty

Knowledge

Shows how deeply consumers understand the brand and its offerings

High knowledge =

Widespread awareness

What is an example of knowledge

everyone knows what McDonald’s stands for, even if they don’t buy it

What is an example of Esteem

Apple is respected for product design and customer experience

What is an example of relevance

Targets are needed for budget-conscious yet trendy shoppers

what is an example of differentiation

Tesla’s electric innovation, IKEA’s flat-pack model

Brand Strength

Differentiation + Relevance; indicates future potential

Brand Statue

Esteem + Knowledge; indicates current performance

Brand personality dimensions

Sincerity, excitement, competence, ruggedness, sophisticated

Sincerity

honest, wholesome, cheerful, genuine

Examples of sincerity

Halmark, Dove, Chick-fil-A

Excitement

Daring, spirited, imaginative, trendy

Excitement examples

Red Bull, TikTok, Nike

Competence

Reliable, intelligent, successful

Competence examples

Microsoft, LinkedIn, Apple

Sophistication

Upper-class, charming, refined

Sophistication Examples

Chanel, Mercedes-Benz, Tiffany & Co.

Ruggedness

Tough, outdoorsy, strong

Ruggedness examples

Jeep, Patagonia, Carhartt

What are the stages of Brand Adoption

Awareness

Interest

Evaluation

Trial

Adoption

Geo-Fencing

Targeting people inside a defined location (Mall, Store)

Geo-coquesting

Targeting people when they enter a competitors location

What are the 4 P’s of Marketing Mix

Product

Price

Place
Promotion

what is the focus of marketing communication

promotion

marketing mix

the collection of specific elements of a brands 4 P’s, usually aimed at a target market.

Publicity

Non-personal communication to a mass audience

Often perceived as more credible than ads

publicity

Advertising agency challenges

digital overload/clutter

ad blocking

fragmented audiences

ROI pressure

Keeping up with AI and automation

What are the Marketing Communication Objectives

inform

persuade

remind

build relationships

drive action

What are some key features of IMC

Unified brand message

consistency across platforms

customer focused

data driven

works across platforms

Key Aspects of choosing a brand name

Memorable

unique

simple

culturally sensitive

legally & digitally available

Patents

valid for 20 years and protects inventions that a person thinks or creates

Copyrights

Protects creative works such as songs, books, ads, and lasts the life of the author + 70 years

what is the ultimate objective of IMC

Influence behavior of consumers + build long term brand equality

Brand Equity

Value added by brand name alone, it could include awareness, associations, loyalty, and quality perception

P&G and other large brand company may spend how much on ads?

Billions

What is the average ad spend

7-10% of revenue but varies by industry

Advertising is

market power view

________ strengthens brand dominance, limits competition, reduces price sensitivity

advertising

__________ can hurt smaller brands

advertising

5 advertising functions

inform (features, benefits)

influence (drive preference)

remind (stay top of mind)

add value (change perception)

assist other efforts (support sales, PR)

Commision Rate

a payment associated with either a fixed payment or percentage of sale

Labor-based fee system

agency charges based on time & resources (hourly/project-based billing)

What are some ways you can add value to your company

bundle products

enhance customer service

create strong branding

offer convince (apps, fast shipping)

TOMA

Top of mind awareness

first brand consumers think of

top of mind awareness

what is the goal of TOMA

be the first brand in your category, like Band-Aid

What are some examples of traditional mass media

TV

Radio

Newspapers

Magazines

Billboards

Earned Media =

Free media

Earned Media

Unpaid, organic promotion from customers or media

what is an example of earned media

word of mouth, social shares, press mentions

VALS

Values, lifestyles, personality

Generational names

Gen Z (1997-2012)

Millennials (1981-1996)

Gen X (1965-1980)

Baby Boomers (1946-1964)

Brand positioning

how a brand is perceived related to competitors

What does brand positioning focus on

value proposition & target audience

Brand Characteristics

Clear identity

emotional connection

consistency

differentiation

relevance

Message Channel

The medium that delivers your message

Examples of message channel

TV, Instagram, Podcast, Email

Allegory

Story or character that symbolizes brand meaning

Example of allegory

M&M characters, Flo from progressive

Encoding

Sender creates message d

Decoding

receiver interprets a message

Miscommunication

when decoding doesn’t match encoding

Semiotics

Study of symbols and signs in communication

signifier

the imagge/word

signified

the meaning attached

Noise

Anything disrupting message clarity

what is an example of noise

Ads during a noisy video, confusing font, slang that doesn’t land

Awareness

Hear about the brand for the first time

Interest

want to learn more about the brand

evaluation

compare with other options

trial

try it out (sample, free trial, first purchase)

adoption

decide to keep using it

product

what you’re selling (features, design, quality)

price

how much it costs

place

where it is sold or distributed

promotion

how you advertise and get the word out

Inform (advertising function)

tell them what it is and what it does

influence (advertising function)

persuade to choose it

remind (advertising function)

keep brand in consumers mind

Add value (advertising function)

make product seem better or cooler

assist other efforts (advertising function)

support PR, sales, or promotions

VALS thinkers

logical; plan ahead

VALS believers

traditional, loyal

VALS Experiencers

young, impulsive

VALS makers

DIY, Practical