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Samenvatting sponsoring, reclame en PR
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Inhoudsopgave1. Marketingcommunicatie .................................................................................................................................................... 4
1.1. Inleiding: definitie & leerdoelen ........................................................................................................................................ 4
1.2. Marketingcommunicatiemix (MC) ..................................................................................................................................... 4
1.3. Leerstof & examen............................................................................................................................................................. 4
2. Deel 1. De marketingmix .................................................................................................................................................... 5
2.1. Waarom? Verschillen? ....................................................................................................................................................... 5
2.2. De 4 P’s .............................................................................................................................................................................. 6
2.3. De marketingmix in evenwicht .......................................................................................................................................... 6
3. Het marketingbeleid & de communicatieve waarde van het Product-, Prijs- & Distributiebeleid ....................................... 7
3.1. Productbeleid..................................................................................................................................................................... 7
3.1.1. Markttype (type markt waarop het bedrijf actief is)..................................................................................................... 7
3.1.2. Productlagen ................................................................................................................................................................. 7
3.1.3. Productaspecten ........................................................................................................................................................... 8
3.1.4. Wat is het verschil tussen een dienst en een product?.................................................................................................. 9
3.1.5. Producttypen & gevolgen voor de marketing-communicatie ....................................................................................... 9
3.1.5.1. Hoe beslissen consumenten? ........................................................................................................................................ 9
3.1.5.2. Onderscheiden producttypen? .................................................................................................................................... 12
3.1.5.3. Welk kwaliteitsniveau? ............................................................................................................................................... 13
3.1.5.4. Welke naam voor het product? (merkenbeleid) .......................................................................................................... 14
3.1.5.5. Wat kenmerkt sterke merken? Waarom zijn het sterke merken? .............................................................................. 15
3.1.5.6. Welke merkenportfolio? .............................................................................................................................................. 19
3.1.6. Welke verpakking? ...................................................................................................................................................... 20
3.2. Prijsbeleid ........................................................................................................................................................................ 22
3.3. Distributiebeleid .............................................................................................................................................................. 24
3.3.1. De schakels .................................................................................................................................................................. 24
3.3.2. De distributie intensiteit .............................................................................................................................................. 24
3.3.3. push versus pull ........................................................................................................................................................... 24
4. Deel 2: De Marketingcommunicatiemix ........................................................................................................................... 25
4.1. Reclame ........................................................................................................................................................................... 25
4.1.1. Definitie ....................................................................................................................................................................... 25
4.1.2. Ontwikkeling & strategieën......................................................................................................................................... 25
4.2. Reclameplanning ............................................................................................................................................................. 39
4.2.1. Campagnestrategie ..................................................................................................................................................... 39
4.2.2. Creatieve strategie ...................................................................................................................................................... 48
4.2.3. Mediastrategie ............................................................................................................................................................ 50
4.2.4. Evaluatie campagne .................................................................................................................................................... 57
4.3. Focus op creatieve formats & cues .................................................................................................................................. 57
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, 4.3.1. Rationele formats ........................................................................................................................................................ 58
4.3.2. Emotionele formats ..................................................................................................................................................... 61
4.3.2.1. Emotionele format: angst ........................................................................................................................................... 61
4.3.2.2. Emotionele format: humor .......................................................................................................................................... 64
4.4. Presenters & Endorsers rationeel of emotioneel ............................................................................................................. 69
4.5. Emotionele format: warmte ............................................................................................................................................ 75
4.6. Emotionele format: erotiek ............................................................................................................................................. 75
4.7. Focus op creatief taalgebruik .......................................................................................................................................... 77
5. Sponsoring ....................................................................................................................................................................... 80
5.1. Definitie & doelen ............................................................................................................................................................ 80
5.1.1. Welke prestaties leveren sponsor en gesponsorde ..................................................................................................... 81
5.2. Sponsoringeffecten .......................................................................................................................................................... 81
5.2.1. Doel: cognitief ............................................................................................................................................................. 81
5.2.2. Doel: affectief .............................................................................................................................................................. 82
5.2.3. Doel : conatief ............................................................................................................................................................. 82
5.3. Pro’s & contra’s ............................................................................................................................................................... 82
5.3.1. Sponsoringsspiraal ...................................................................................................................................................... 83
5.4. Focus op sportsponsoring ................................................................................................................................................ 83
5.5. Focus op cultuursponsoring ............................................................................................................................................. 84
5.6. Focus op mediasponsoring .............................................................................................................................................. 85
5.7. Focus op sponsoring goede doelen .................................................................................................................................. 85
5.8. Planning en selectie ......................................................................................................................................................... 86
5.9. Evaluatie .......................................................................................................................................................................... 87
5.10. Problemen bij sponsoring ................................................................................................................................................ 88
5.10.1. Merkverwarring .......................................................................................................................................................... 88
5.10.2. Ambush sponsoring of sluiksponsoring ....................................................................................................................... 89
5.11. Besluit .............................................................................................................................................................................. 90
6. Public relations ................................................................................................................................................................ 91
6.1. Definities .......................................................................................................................................................................... 91
6.2. Ontwikkeling .................................................................................................................................................................... 91
6.3. Sterktes en zwaktes ......................................................................................................................................................... 92
6.4. Media-PR ......................................................................................................................................................................... 93
6.4.1. Mediarelaties opstarten .............................................................................................................................................. 94
6.4.2. Persdocumenten & -ontmoetingen ............................................................................................................................. 95
6.4.2.1. Persbericht .................................................................................................................................................................. 95
6.4.2.2. Jaarverslag .................................................................................................................................................................. 95
6.4.2.3. White paper ................................................................................................................................................................ 96
6.4.2.4. Persconferentie ........................................................................................................................................................... 96
6.4.2.5. Webinar, online (pers)conferentie .............................................................................................................................. 97
6.4.2.6. Ronde tafel gesprek .................................................................................................................................................... 97
6.4.2.7. Persbezoek .................................................................................................................................................................. 97
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,6.4.2.8. Persreis ........................................................................................................................................................................ 97
6.4.2.9. Media-events .............................................................................................................................................................. 98
6.4.3. Nieuwskapstokken ...................................................................................................................................................... 98
6.4.4. PR meten ..................................................................................................................................................................... 98
3
, Reclame, Sponsoring en PR
1. Marketingcommunicatie
1.1. Inleiding: definitie & leerdoelen
Reclame
- Vergelijkende reclame (bv. Coca cola vs Pepsi)
Sponsoring
- Steeds meer en meer investering in sponsoring
- Calls related sponsoring = merk gaat een contract aan met een goed doel om zo zichzelf in een beter ligt te
krijgen
Public relations`
- Werkt ondersteunend
- Persmoment waarin samenwerking wordt voorgesteld → je brengt vele mensen op de hoogte. Ook in
crisissituaties enorm aanwezig. Kan bepaalde problemen voorkomen of oplossen.
Promoties & Winkelcommunicatie
- Proberen twijfels weg te halen bij de consument over een bepaald product.
Direct Marketing & e-Marketing (master)
Wat is marketingcommunicatie?
- Alle elkaar aanvullende en versterkende boodschappen die door een bedrijf worden uitgezonden met als
intentie de kennis, attitude en/of het gedrag van de voor de onderneming belangrijke doelgroepen te
beïnvloeden in een voor het bedrijf gunstige zin, ten aanzien van het (/de) product(en) en/of de dienst(en)
1.2. Marketingcommunicatiemix (MC)
Thema = Attitude en kennis die de hoofden van consumenten op een positieve manier gaan beïnvloeden.
Actie = Al de verschillende vormen van marketingcommunicatie die het gedrag gaan beïnvloeden bij de consument.
- Klassieke promoties = gedrag beïnvloeden; instrumenten die op korte termijn de consument willen
overtuigen. (bv. Korting geven → ze begeleiden jouw in de laatste stappen tot je die keuze maakt)
- Displays = specifieke rekken om consumenten hun blik aan te trekken → we gaan dit product plots
opmerken door de look van het rek/product/verpakking…
o POS = point of sale (plek van verkoop)
- Direct marketing = lange termijn → campagnes om de consumenten hun vertrouwen te wekken op lange
termijn → voor een meermaalse verkoop (de consumenten gaan terugkomen)
- Productpresentatie
- Persoonlijke verkoop = lange termijn investering om consumenten loyaal te maken → consumenten
persoonlijk advies geven
1.3. Leerstof & examen
- Slides:
4
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