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Samenvatting Marketingcommunicatiestrategie Floor & Van Raaij (jaar 2 DT1)
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Samenvatting Marketingcommunicatiestrategie Floor & Van Raaij (jaar 2 DT1)
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SAMENVATTINGMARKETINGCOMMUNICATIESTRATEGIE
FLOOR & VAN RAAIJ
Jaar 2 DT1
Hogeschool van Amsterdam
, Inhoud
Hoofdstuk 3 Kritiek en regelgeving.........................................................................................................7
3.1 Kritiek op marketingcommunicatie...............................................................................................7
3.2 Hogere prijs..................................................................................................................................7
3.2.1 Invloed op de kostprijs...........................................................................................................7
3.2.2 Rol van de detailhandel.........................................................................................................7
3.2.3 Prijsniveau van de totale productgroep.................................................................................8
3.3 Beperking van de concurrentie.....................................................................................................8
3.3.1 Monopolievorming................................................................................................................8
3.3.2 Verlies van marktleiderschap.................................................................................................9
3.4 Schijnbehoefte en ongewenste consumptiepatronen..................................................................9
3.4.1 Ongewenste consumptiepatronen........................................................................................9
3.4.2 Verbod op tabaksreclame....................................................................................................10
3.4.3 Verbod op alcoholreclame...................................................................................................10
3.4.4 Milieu...................................................................................................................................10
3.5 Irritatie........................................................................................................................................10
3.5.1 Belediging voor de intelligentie...........................................................................................10
3.5.2 Slechte smaak......................................................................................................................10
3.5.3 Schijnwerkelijkheid..............................................................................................................10
3.5.4 Bevestiging van rolpatroon..................................................................................................10
3.5.5 Kritiek op telvisiereclame.....................................................................................................11
3.6 Misleidende marketingcommunicatie........................................................................................11
3.6.1 Verschillende opvattingen...................................................................................................11
3.6.2 Vormen van misleiding........................................................................................................11
3.7 Wetgeving...................................................................................................................................12
3.7.1 Wet misleidende reclame (WMR)........................................................................................12
3.7.2 Wet op kansspelen (WOK)...................................................................................................12
3.7.3 Sweepstakes........................................................................................................................12
3.7.4 Wet op de bescherming van persoonsgegevens..................................................................12
3.7.5 Benelux-verdrag inzake de intellectuele eigendom.............................................................13
3.7.6 Warenwet............................................................................................................................13
3.7.7 Auteurswet..........................................................................................................................13
3.7.8 Mediawet.............................................................................................................................13
3.7.9 Vergelijkende reclame.........................................................................................................14
3.8 Reclame Code Commissie...........................................................................................................14
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, 3.8.1 Algemene gedragsregels......................................................................................................14
3.8.2 Bijzondere gedragsregels.....................................................................................................14
3.9 Ideële reclame............................................................................................................................14
3.10 Samenvatting............................................................................................................................14
Hoofdstuk 4 (4.1) Werking van marketingcommunicatie.....................................................................15
4.1 Klassieke reclamewerkingsmodellen..........................................................................................15
4.1.1 AIDA en hoge betrokkenheid...............................................................................................15
4.1.2 Na AIDA kwam DAGMAR.....................................................................................................15
4.1.3 ATR.......................................................................................................................................15
Hoofdstuk 5 Onderdelen van het marketingcommunicatieplan...........................................................15
5.1 Noodzaak van een strategisch marketingcommunicatieplan.....................................................15
5.1.1 Planningstermijn..................................................................................................................16
5.1.2 Voordelen van strategische planning...................................................................................16
5.2 Van ondernemings- naar marketingcommunicatieplan..............................................................16
5.2.1 Ondernemingsplan..............................................................................................................16
5.2.2 Marketingplan.....................................................................................................................17
5.3 Strategisch marketingcommunicatieplan...................................................................................17
5.3.1 Merkanalyse........................................................................................................................18
5.3.2 Marketingcommunicatiedoelgroep.....................................................................................18
5.3.3 Marketingcommunicatiedoelstellingen...............................................................................18
5.3.4 Marketingcommunicatiestrategie........................................................................................18
5.3.5 Mediamix.............................................................................................................................19
5.3.6 Creatieve ontwikkeling........................................................................................................19
5.3.7 Marketingcommunicatiebudget..........................................................................................19
5.3.8 Evaluatie..............................................................................................................................19
5.4 Samenvatting..............................................................................................................................19
Hoofdstuk 7 Marketingcommunicatiedoelgroep..................................................................................20
7.1 Segmenteren..............................................................................................................................20
7.1.1 Het algemene niveau (persoonsgebonden).........................................................................20
7.1.2 Het domeinspecifieke niveau (productgroepgebonden).....................................................20
7.1.3 Het merkspecifieke niveau (merkgebonden).......................................................................21
7.1.4 Welke variabelen gebruiken we?.........................................................................................21
7.2 De massa als doelgroep..............................................................................................................22
7.3 Consumenteninzicht...................................................................................................................22
7.4 Samenvatting..............................................................................................................................23
Hoofdstuk 8 Marketingcommunicatiedoelstellingen............................................................................23
2
, 8.1 Waarom doelstellingen?.............................................................................................................23
8.1.1 Soorten doelstellingen.........................................................................................................23
8.1.2 Voordelen............................................................................................................................23
8.2 Marketing- versus communicatiedoelstellingen.........................................................................24
8.3 Dominantie, relevantie, binding en gedrag.................................................................................24
8.4 Communicatiedoelstellingen......................................................................................................25
8.4.1 Merkbekendheid.................................................................................................................25
8.4.2 Categorie- of productbehoefte............................................................................................25
8.4.4 Merkattitude........................................................................................................................26
8.4.5 Tevredenheid.......................................................................................................................26
8.4.6 Gedragsintentie...................................................................................................................26
8.4.7 Gedragsfacilitatie.................................................................................................................26
8.4.8 Gedrag.................................................................................................................................26
8.5 Keuze van communicatiedoelstelling..........................................................................................27
8.6 Meetbaar maken van doelstellingen..........................................................................................27
8.7 Samenvatting..............................................................................................................................28
Hoofdstuk 9 Marketingcommunicatiestrategie....................................................................................28
9.1 Relevantie en dominantie...........................................................................................................28
9.2 Relevantie...................................................................................................................................28
9.2.1 Ondersteuning van de belofte.............................................................................................28
9.2.2 Concurrentie en reputatie...................................................................................................29
9.3 Dominantie.................................................................................................................................29
9.3.1 Fysieke dominantie..............................................................................................................29
9.3.2 Mentale dominantie............................................................................................................30
9.4 Belang van een goede strategie..................................................................................................30
9.5 Diverse marketingcommunicatiestrategieën..............................................................................30
9.6 Communicatiestrategie voor een nieuw merk of product..........................................................30
9.7 Communicatiestrategie voor een merk of product in de groeifase............................................31
9.7.1 Nieuw of extra voordeel benadrukken................................................................................31
9.7.2 Toevoegen van psychosociale betekenis.............................................................................31
9.7.3 Sturen op saillantie..............................................................................................................31
9.7.4 Gewoontegedrag creëren....................................................................................................31
9.8 Communicatie voor een volwassen merk...................................................................................32
9.8.1 Penetratie verhogen............................................................................................................32
9.8.2 De merkessentie opnieuw relevant maken.........................................................................32
9.8.3 Een nieuwe eigenschap aan het merk toevoegen...............................................................32
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