Samenvatting De onderdelen van het marketingcommunicatieplan
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Course
Marketing Communicatie (MCCECE12)
Institution
Hogeschool Utrecht (HU)
Book
Marketingcommunicatiestrategie
Samenvatting van het boek Marketing communicatie strategie van Floor en van Raaij. De onderdelen van het marketingcommunicatieplan worden besproken en toegelicht (h5/h13)
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H5: Onderdelen van het marketingcommunicatie plan..........................................................................4
5.1: Strategisch marketingcommunicatieplan....................................................................................4
5.2: Van ondernemings- naar marketingcommunicatieplan...............................................................4
H6: Stap één: Merkanalyse.....................................................................................................................6
6.1: Het gaat om het totaal.................................................................................................................6
H6.2: Het merk...................................................................................................................................6
6.3: De organisatie..............................................................................................................................9
6.4: Het verdienmodel........................................................................................................................9
H7: Stap twee: Marketingcommunicatiedoelgroep..............................................................................10
7.1: Segmenteren.............................................................................................................................10
7.2: De massa als doelgroep.............................................................................................................11
H8: Stap drie: Marketingcommunicatiedoelstellingen.........................................................................12
8.1: Waarom doelstellingen?............................................................................................................12
8.2: Marketing- versus communicatiedoelstellingen........................................................................12
8.3: Dominantie, relevantie, binding en gedrag................................................................................12
8.4: Communicatiedoelstellingen.....................................................................................................13
8.5: Keuze van communicatiedoelstelling........................................................................................14
H9: Stap vier: Marketingcommunicatiestrategie..................................................................................15
9.1: Relevantie en dominantie..........................................................................................................15
9.2: Relevantie..................................................................................................................................15
9.3: Dominantie................................................................................................................................16
9.4: Belang van een goede strategie.................................................................................................16
9.5: Diverse marketingcommunicatiestrategieën.............................................................................16
9.6: Communicatiestrategie voor een nieuw merk of product.........................................................16
9.7: Communicatiestrategie voor een merk of product in de groeifase...........................................16
9.8: Communicatiestrategie voor een volwassen merk....................................................................17
9.9: Communicatiestrategie voor een merk in de eindfase..............................................................17
9.10: Communicatiestrategieën voor merken die anders durven te zijn..........................................17
H10: Stap vijf: Mediakeuze...................................................................................................................18
10.1: Mediaplan................................................................................................................................18
10.2: Media anno nu.........................................................................................................................18
10.3: Keuze van marketingcommunicatie instrumenten..................................................................18
10.4: Mediadoelgroep......................................................................................................................19
10.5: Betaalde, eigen en verdiende media.......................................................................................19
, 10.6: Mediatypen.............................................................................................................................19
10.7: Criteria voor mediakeuze.........................................................................................................20
10.8: Mediaonderzoek......................................................................................................................21
10.9: Geïntegreerde communicatie en storytelling..........................................................................21
H11: Stap zes: Creatieve ontwikkeling..................................................................................................22
11.1: Fasen in creatieve ontwikkeling...............................................................................................22
11.2: Briefing en debrief...................................................................................................................22
11.3: Big idea....................................................................................................................................22
11.4: Doorvertaling van het grote idee naar communicatie-uitingen...............................................23
11.5: Merkactivatie...........................................................................................................................23
11.6: Presentatie aan opdrachtgever...............................................................................................23
H12: Stap zeven: Marketingcommunicatiebudget...........................................................................24
12.2: Factoren die van invloed zijn op het budget............................................................................24
12.3: Budgetteringsmethoden..........................................................................................................24
H13: Stap acht: Evaluatie......................................................................................................................25
13.1: Soorten communicatieonderzoek............................................................................................25
13.2: Communicatiestrategieonderzoek...........................................................................................25
13.3: Conceptonderzoek...................................................................................................................25
13.4: Pretests....................................................................................................................................25
13.5: Posttests..................................................................................................................................26
13.6: Communicatie-evaluatieonderzoek.........................................................................................27
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