LESSON 3 INTEGRATED MARKETING COMMUNICATIONS

1. Why does it matter that brands should be remembered by consumers?

Brand image is how customers think of a brand. Consumers should
remember brands because it will create an awareness and impressions that a
particular brand exists in the market. Not only that, the brand should be
recognized by consumers because of its credibility and equity towards its
consumers. Once the consumer is aware of the brand, there are different things
that they can encounter. For instance, a brand can express the consumer's
identity and view them as part of their self-image. Additionally, the brand provides
safety and peace of mind to the consumers. If the brand is trustworthy, it gives
them satisfaction and happiness in their lives.
2. Measure the brand value of Coca-cola.
There are three ways to measure brand value: brand visibility, brand
associations, and customer loyalty. In the case of Coca-cola, it is one of the most
well-known brands around the world. There is no lying in there. From its brand
visibility, they created innovative brand strategies that have contributed to its high
brand recognition since its origin. Not only that, we always associated Coca-cola
with one of the happiness, joy, or good experience happened in our life.
Moreover, brand loyalty is extreme. Even myself is a fan of Coca-cola.
3. Give 10 examples of brands with high value/worth throughout the years.
A. Apple
B. Amazon
C. Google
D. Microsoft
E. Samsung
F. Facebook
G. Coca-Cola
H. McDonald’s
I. Disney
J. Louis Vuitton
4. Why is brand awareness Important?
 Brand awareness is essential when launching new products and services.
It is important because it will help promote the brand and product in people's
minds. People must remember your brand as a first step toward solving their
problems when searching for a specific solution for their life or company. Not only
that, once you gain their trust, it will result in increased sales and loyalty from
your customers. Thus, it is a challenge for marketers to build brand awareness.
5. How important is brand equity in a business?
Marketing strategy and efforts over time and continuity drive brand equity,
which results in brand awareness and brand knowledge, which can be positive or
negative. Customers often base their decisions on brand equity. They purchase
goods from businesses in which they trust, recognize, and reliably deliver value.
You can lose market share to your competitors if you do not have brand equity.
As a result, to maintain your company's sustainability and long-term viability, it's
essential to strive for and build positive brand equity.

LESSON 4 INTEGRATED MARKETING COMMUNICATIONS

1. Why is there a need for a creative brief?

There is a need for a creative brief because all the required information
about the project and client strategy must be defined clearly and understood by
the clients themselves and creative teams. Creating a creative brief should
achieve the following objectives to be considered a successful and viable
document to share with all the stakeholders. On the other hand, it will help
mitigate some of the possibility of confusion and save project time. Thus,
misunderstanding will be lessening in doing the project. After all, the excellent
design arises out of good working relationships.
2. Who is the creative brief made for and why?
The creative brief is made not on the client's side but for the creative team.
Since the creative team is the one who will turn the client's idea into reality, they
are the ones who will present the objectives, scope, target audience, tone,
deliverables, and timeline of the project. The writer has to have the ability to set
 the direction for the concept and execution of the creative. Make a creative brief
that makes your life (and those of your stakeholders) easier to execute your
creative work successfully.
3. Give another example of a creative brief based on what you’ve learned.

Paypal's creative brief is well-designed and flows well. It's in keeping with
their tone and material. It's also not too full, so you can search the text to refresh
your memory on key points quickly.
4. Create your own creative concept for a business you aspire.
 BRAND STATEMENT
The Archie Café is a comfortable place that offers a much calmer, civilized
gourmet coffee experience and serves gourmet coffees, espresso and drip
coffee, lattes, smoothies, and different pastries bread.
PROJECT BACKGROUND
Archie Café's history is rooted in innovation, from experimenting with different
coffee beans to developing technologies that made these simple coffee beans
into other coffee drinks that suit the individual's taste. The brand strives to
constantly evolve the Archie Café world into a much calmer, civilized gourmet
coffee experience that brings the most coffee experience to the customers every
day. The project consists of developing an advertising marketing campaign for
Archie Café coffee that shows the unique product and the cozy yet sophisticated
ambiance that will attract coffee lovers.
TARGET AUDIENCE
Adult (18 to 35) and Adult (36-59) belong to Class A, Class B, Class C, and
Class D. People who love to make their coffee or buying coffee drinks outside.
COMPETITION
Starbucks Coffee, Bo's Coffee, and others.
BRAND VALUE
The Archie Café is a gourmet coffee lover's gem. The Archie Café will position
itself as the alternative to the franchise/fast food coffee shop.
ADVERTISING MEDIUM
Online Advertising (such as Facebook and Instagram), Website, and Traditional
Advertising (Door-to-door advertising)
5. What is the benefit of having a good creative concept?
The benefit of having an excellent creative concept is having wonderful
interpretations towards the objectives and services the company wants to reach
and achieve. The creative concept shapes the social and behavior change
communication campaign's essence. That's why it is essential to achieve a good
creative concept. After that, you should start working on a problem statement, the
main message, and a specific goal. You and your team will brainstorm ideas
based on your client's creative brief and communication plan.