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Marketing communication exam summary
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Summary study book Marketing Communications of Patrick De Pelsmacker, Maggie Geuens - ISBN: 9781292135762, Edition: 6th edition, Year of publication: -
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Hoofdstuk 1 Integrated communicationsWhat is marketing communication?
All instruments by means of which the company communicates with its
target groups (consumers/target groups) and stakeholders to promote its
products or services.
Target groups (potential) consumers (bij het dragen van bond, groep
rijke vrouwen)
Stakeholders anyone who the company wants to create goodwill with.
Goal is to sell or promote or sell a brand (bij bond zijn dit dierenactivisten)
Billboards on Times square advertising, best known type of MC, most
visible but not the only type.
James Bond ordering an Heineken brand placement, type of sponsorship
and sponsorship is a type of MC
Beauty of the drugs (Plaatje van gezicht half mooi half kapot) no, health
communication is not aimed at promoting, but more at not using
Marketing, (not the same as MC) the process of planning and
executing the conception, pricing, promotion and distribution of ideas,
goods and services to create and exchange value and satisfy individual
and organizational objectives
Marketing is broader, communication is just a part (promotion) of
marketing
Tools voor een marketeer om de marktpositie te bepalen
The 4 p’s & 4 c’s
Product = Customer need benefits, features, options, quality, design,
branding, packaging, services and warranties. What do you want to sell
and how does it look like?
- Core product = the unique benefit that is being marketed, the
unique place in the mind of the consumer that will be focused upon
- Tangible product = the core product has to be translated to this.
A certain level of quality, design and packaging can make a product
tangible.
- Augmented product= gives the tangible product more value and
more customer appeal
Price = Cost to the consumer only marketing instrument that does
not cost anything, but provides the resources to spend on production and
marketing activities. How does the price compare to competitors, what
does it say about the product (quality), do we give a discount, some
brands never give discounts because their products are timeless (Apple),
this is part of marketing strategy. Cheap can mean a bad quality or a fake
product watch
- List price the official price of a product, discounts can make a
product more attractive, but also mean losing margin and profits,
the customer can get used to discounts and so become a brand-
switcher.
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,Good marketing can be defined as avoiding the price tool as much as
possible!!
Place = Convenience the process of bringing the product from the
production site to the customer. This involves transporting the product,
keeping an inventory, selecting wholesalers etc. distribution strategy also
implies co-operation between the company and distribution channel and
finding new ways to distribute products and e-commerce. Only order
online, or only at certain meetings (tupperwair)
Promotion = Communication marketing communication most visible
instrument. Involve all instruments by means of which the company
communicates with its target groups and stakeholders to promote its
products or the company as a whole. Making people enthioustic about a
product. KitKat
Tools of promotion
- Advertising (H5) non-personal mass communications using mass
media (tv, radio, newspapers, magazines, billboards etc). Determined
and paid by the company/ clearly identified sender Coca cola
kerstreclame influence consumers attitude knowledge positively.
Characteristics of advertising = Paid by the sender, designed by the
company, massa media = no interactions
- Brand activation (H8) Activate consumers by stimulating interest,
product trail, loyalty. Aimed at let people test the product. Bring a
brand to life through interaction. Specific = personal sales, here is face
to face contact offering consumers a test drive or tasting a product
in the supermarket
Part of Brand activation:
o Sales promotions as a part of brand activation, are sales-
stimulating campaigns. discounts, coupons, loyalty
programs etc.
o Point-of-purchase communications are communications
at the point of purchasing or point of sales. Lay out,
advertising within the shop, article presentation –
merchandising everything in store, bonus schap in de ah
- Online communications(H6) offer new ways to communicate with
customers and stakeholders through the internet, social media and
mobile devices. Is like traditional advertising, but then on the internet.
online banners ads voor zon vakantie or following a brand online to
see the messages they are posting
- Direct marketing communications(H9) are a personal and direct
way to communicate with customers and potential clients or
prospective clients or consumers. Characteric direct at you, Using
2
, your name. Also telemarketing directe mails voor je verjaardag en
persoonlijke brochures, direct mailing
- Sponsorship(H11) an investment in cash or kind of activity in
return for the exploitable commercial potential associated with this
activity implies that the sponsor provides funds, goods, services and or
know-how. The sponsored organization will help the sponsor with
communications objective such as building brand awareness, positive
associations or reinforcing brand or corporate image. sport games, tv
shows, arts. Caracteristic = 2 way street
Redbull sponsor Max Verstappen, promotion on the car an clothing, Red
bull will be associated with winning, speed etc.
- Public relations (PR) (H10) all the communications a company
instigates with its audiences/stakeholders. Stakeholders = groups of
individuals with whom the company wants to create goodwill. It’s not
paid by the company. Goal is creating publicity sneakpeaks van
Apple door bloggers of pers releases zorgen voor publiciteit, niet
betaald door het bedrijf en content is geschreven door journalisten, kan
ook negatief Characterstic 2 way street, mutal interest Apple wants
to create buzz and sell products, the consumer wants to know what the
latest apple items are. Not paid by the company and content is not
written by the company
- Exhibitions & Trade fairs particularly business to business and
industrial markets of great importance for contacting prospects, users
and purchasers
o Personal communication the message transfer may be
directed to certain known and individually addressed people
o Mass communication may also be directed to a number of
receivers, who cannot be identified, using mass media to
reach a broad audience
Selective perception the extent to which the receiver can choose to
attend to the communication or not.
Image or theme communications (above the line)
the advertiser tries to improve relations with target groups, increase
customer satisfaction or reinforce brand awareness, brand attitude, brand
image and preference. The goal of this form of communication could be to
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, improve relations with target groups, increase customer satisfaction or
reinforce brand awareness/preference.
De line staat voor het percentage wat adverteerders eerst verdienden,
Above the line lead to a 15% commission fee on media space
purchased, are synonymous with the mass media advertising
Action communication (below the line) seek to influence the buying
behavior of target groups and to persuade the consumer to purchase the
product. The primary goal is to stimulate purchases. Were
communications instruments for which the 15% rule was not applicable
Integrated marketing communication (IMC)
New way of looking at marketing communications, from a customer’s point
of view.
Is the process of developing and impending various forms of persuasive
communication programs with customers and prospects over time. The
goal of IMC is to influence or directly affect the behavior of the selected
audience. IMC considers all sources of brand or company contacts which a
customer or prospect has with the product or the service as potential
delivery channels for furture messages. Further IMC makes use of all forms
of communication which are relevant to the customer or prospect and to
which they might be receptive.
Marketing mix & IMC
Core idea: communications instruments that traditionally have been used
independently of each other, are combined in such a way that a synergetic
effect is reached, and the resulting communications effort becomes
seamless or homogeneous.
In de ogen van de consument zijn er weinig verschillen tussen de (linker)
marketing vormen, daarom is het integreren van marketing zo belangrijk.
De verschillende vormen vanuit ogen van de consument bekijken. Elk
touchpoint, moet overeen komen met elkaar. De reden hiervoor is dat het
verwarrend voor de klant kan zijn om tegensprekende marketing vormen
te zien te krijgen van hetzelfde bericht en zorg voor minder effectieve
marketing Zorgen voor consistency & synergy
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