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Samenvatting: Reclame, Sponsoring En Public Relations (RSPR)

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Course
Reclame, Sponsoring En Public Relations

Institution
Universiteit Antwerpen (UA)

Volledige samenvatting van het vak 'Reclame, Sponsoring & Public Relations' gegeven door Prof. Michel Walrave. SV bevat info uit slides en notities. (INCLUSIEF test jezelf vragen)

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Uploaded on May 31, 2022
Number of pages 48
Written in 2021/2022
Type Summary

reclame
sponsoring
public relations
rspr
uantwerpen
fsw
michel walrave
pr
ua
faculteit sociale wetenschappen

Institution
Universiteit Antwerpen (UA)
Education
Communicatiewetenschappen
Course
Reclame, Sponsoring En Public Relations

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2021-2022
Reclame, sponsoring & PR
Michel Walrave

, Inhoud
1 Inleiding ...................................................................................................................................................................................................................... 5
2 Deel 1 – Marketingmix .......................................................................................................................................................................................... 6
3 Deel 2 - Marketingmix – Productbeleid ......................................................................................................................................................... 6
3.1 Productbeleid .................................................................................................................................................................................................. 6
3.1.1 Op welk type markt? .......................................................................................................................................................................... 6
3.1.2 Wat is het verschil tussen product/dienst? ............................................................................................................................... 7
3.1.3 Welk type product/dienst? .............................................................................................................................................................. 7
4 Deel 3 - Marketingmix – Productbeleid ......................................................................................................................................................... 8
4.1 Onderscheiden producttypen ................................................................................................................................................................... 8
4.2 Welk kwaliteitsniveau? ................................................................................................................................................................................. 8
4.3 Welk naam voor het product? .................................................................................................................................................................. 9
4.4 Belang van een merk .................................................................................................................................................................................... 9
4.5 Typen van merknamen: ............................................................................................................................................................................... 9
4.5.1 Hoe merknaam kiezen? .................................................................................................................................................................. 10
5 Deel 4 - Marketingmix - Productbeleid....................................................................................................................................................... 10
5.1 Welk merkstrategie hanteren ................................................................................................................................................................. 11
5.1.1 Lijnextensie of -uitbreiding ........................................................................................................................................................... 11
5.1.2 Merkextensie of brand stretching .............................................................................................................................................. 11
5.1.3 Corporate branding (Paraplumerk) ........................................................................................................................................... 12
5.1.4 Multimerkenstrategie of multi-branding ................................................................................................................................ 12
5.1.5 Nieuwe merken.................................................................................................................................................................................. 12
6 Deel 5 - Marketingmix - Productbeleid, prijs- & distributiebeleid................................................................................................... 13
6.1 De verpakking .............................................................................................................................................................................................. 13
6.2 Service – Dienst na verkoop ................................................................................................................................................................... 14
6.3 Prijsbeleid ....................................................................................................................................................................................................... 14
6.3.1 Welke factoren bepalen de prijs van ons product? ............................................................................................................ 14
6.3.2 Door welke factoren laten we ons leiden om de verkoopprijs te bepalen? .............................................................. 15
6.3.3 Hoe flexibel is de prijs? ................................................................................................................................................................... 15
6.4 Distributiebeleid .......................................................................................................................................................................................... 15
6.4.1 Met wie rekening houden? Waar distribueren we? ............................................................................................................ 15
6.4.2 Wat is de rol van distributie? ....................................................................................................................................................... 16
7 Reclame – Deel 1 .................................................................................................................................................................................................. 16
7.1 Reclame .......................................................................................................................................................................................................... 16
7.2 Ontwikkeling & strategieën .................................................................................................................................................................... 16
7.3 Reclamestrategieën .................................................................................................................................................................................... 18
7.3.1 Idolatrie................................................................................................................................................................................................. 18
7.3.2 Iconologie ............................................................................................................................................................................................ 18
7.3.3 Narcisme .............................................................................................................................................................................................. 19

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, 7.3.4 Totemisme ........................................................................................................................................................................................... 19
7.3.5 Besluit .................................................................................................................................................................................................... 19
8 Reclameplanning .................................................................................................................................................................................................. 20
8.1 Campagnestrategie .................................................................................................................................................................................... 20
8.2 Reclamewerkingsmodellen ..................................................................................................................................................................... 21
8.2.1 AIDA ....................................................................................................................................................................................................... 21
8.2.2 DAGMAR .............................................................................................................................................................................................. 21
8.2.3 ATR (Awareness – Trial – Repeat) ............................................................................................................................................... 22
8.2.4 Hoge betrokkenheid (AIDA & DAMGAR) ............................................................................................................................... 22
8.2.5 Scanning-focussing hiërarchie .................................................................................................................................................... 22
8.2.6 ELM (Elaboration Likelihood Model) ......................................................................................................................................... 23
9 Creatieve strategie ............................................................................................................................................................................................... 23
9.1.1 Strategie + propositie ..................................................................................................................................................................... 23
9.1.2 Concept ................................................................................................................................................................................................ 24
9.1.3 Creatief proces ................................................................................................................................................................................... 24
9.1.4 Presentatie ........................................................................................................................................................................................... 24
9.1.5 Pre-testen ............................................................................................................................................................................................ 24
9.2 Mediastrategie ............................................................................................................................................................................................. 25
9.2.1 Mediaplanning ................................................................................................................................................................................... 25
10 Mediaplanning ...................................................................................................................................................................................................... 26
10.1 Mediakeuze ................................................................................................................................................................................................... 26
10.2 Campagnecontinuïteit .............................................................................................................................................................................. 27
10.3 Campagne evalueren................................................................................................................................................................................. 27
11 Focus op creatieve formats & cues ............................................................................................................................................................... 28
11.1 Creatieve reclameformats ........................................................................................................................................................................ 28
11.1.1 Rationele formats ............................................................................................................................................................................. 28
11.1.2 Emotionele formats.......................................................................................................................................................................... 30
11.1.3 Presenters & endorsers .................................................................................................................................................................. 31
11.2 Creatief taalgebruik .................................................................................................................................................................................... 33
12 Sponsoring (1) ....................................................................................................................................................................................................... 34
12.1 Prestaties van sponsor en gesponsorde ............................................................................................................................................ 34
12.2 Sponsoringeffecten .................................................................................................................................................................................... 35
12.3 Voordelen & nadelen ................................................................................................................................................................................ 36
12.4 Sportsponsoring .......................................................................................................................................................................................... 37
12.5 Cultuursponsoring ...................................................................................................................................................................................... 37
12.6 Mediasponsoring ........................................................................................................................................................................................ 37
12.7 Cause-related sponsoring (sponsoring goede doelen) ............................................................................................................... 38
13 Sponsoring (2) ....................................................................................................................................................................................................... 38
13.1 Selectiecriteria .............................................................................................................................................................................................. 39
13.1.1 Selectieprocedure ............................................................................................................................................................................. 39
13.2 Evaluatie.......................................................................................................................................................................................................... 39

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, 13.3 Problemen bij sponsoring ....................................................................................................................................................................... 40
13.3.1 Merkverwarring ................................................................................................................................................................................. 40
13.3.2 Ambush sponsoring (sluiksponsoring)..................................................................................................................................... 40
13.4 Besluit .............................................................................................................................................................................................................. 41
14 Public Relations (PR) ........................................................................................................................................................................................... 42
14.1 Media-PR ........................................................................................................................................................................................................ 43
14.2 Typen PR-Media .......................................................................................................................................................................................... 44
14.2.1 Persbericht ........................................................................................................................................................................................... 44
14.2.2 Inhoud persbericht ........................................................................................................................................................................... 44
14.2.3 Jaarverslag ........................................................................................................................................................................................... 44
14.2.4 White paper ........................................................................................................................................................................................ 44
14.2.5 Persconferentie .................................................................................................................................................................................. 45
14.2.6 Webinar/online conferentie.......................................................................................................................................................... 45
14.2.7 Ronde tafel gesprek ......................................................................................................................................................................... 45
14.2.8 Persbezoek .......................................................................................................................................................................................... 45
14.2.9 Persreis .................................................................................................................................................................................................. 45
14.2.10 Media events ................................................................................................................................................................................. 46
14.3 PR meten ........................................................................................................................................................................................................ 46
14.4 Besluit: geïntegreerde marketingcommunicatie ............................................................................................................................ 46
15 Test jezelf vragen ................................................................................................................................................................................................. 47

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