Samenvatting Reclame, Sponsoring en Public Relations
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Course
1100FSWRSP
Institution
Universiteit Antwerpen (UA)
Samenvatting van het vak Reclame, Sponsoring en Public Relations, gegeven door Michel Walrave. Het is geschreven in dit academiejaar (). De samenvatting is duidelijk en helemaal compleet. Het bevat alle slides, zelfstudies en eigen notities.
3 DE MARKETINGMIX ......................................................................................................................................... 10
3.1 DE 4 P’S .................................................................................................................................................... 11
3.2 DE MARKETINGMIX IN EVENWICHT........................................................................................................ 11
4 HET MARKETINGBELEID & DE COMMUNICATIEVE WAARDE VAN HET PRODUCT-, PRIJS- &
DISTRIBUTIEBELEID................................................................................................................................................... 12
4.1 PRODUCTBELEID ...................................................................................................................................... 12
4.1.1 MARKTTYPE ....................................................................................................................................... 12
4.1.2 PRODUCTLAGEN ............................................................................................................................. 12
4.1.3 VERSCHIL TUSSEN EEN DIENST EN EEN PRODUCT .......................................................................... 14
4.1.3.1 DIENSTENMARKETING ............................................................................................................... 15
4.1.4 PRODUCTTYPEN & GEVOLGEN VOOR DE MARKETINGCOMMUNICATIE ................................... 16
4.1.4.1 BETROKKENHEID ........................................................................................................................ 16
4.1.4.2 EMOTIONELE OF RATIONELE BENADERING ............................................................................ 17
4.1.4.2.1 CONSUMER INVOLVEMENT THEORY (FCB-MATRIX) ........................................................... 17
4.1.4.2.2 BRAND ATTITUDE GRID .......................................................................................................... 17
4.1.4.2.3 PRODUCT COLOR MATRIX ................................................................................................... 18
4.1.4.3 CONCLUSIE ............................................................................................................................... 19
4.1.5 ONDERSCHEIDEN PRODUCTTYPEN ................................................................................................ 19
4.1.6 KWALITEITSNIVEAU ........................................................................................................................... 21
4.1.6.1 WELK NIVEAU VAN KWALITEIT WIL MEN LEVEREN? ................................................................ 21
4.1.6.2 FOCUS OP WINKELMERKEN (PRIVATE LABEL, HUISMERK) ...................................................... 22
4.1.7 MERKENBELEID ................................................................................................................................. 22
4.1.7.1 WELKE NAAM & SYMBOOL GEEF IK? à BRANDING.............................................................. 22
4.1.7.2 HOE EEN MERKNAAM CREËREN? ........................................................................................... 23
4.1.7.3 HOE EEN MERKNAAM KIEZEN? ................................................................................................ 24
4.1.7.4 BELANG VAN EEN MERK .......................................................................................................... 24
4.1.7.5 WAT MAAKT EEN MERK STERK EN SUCCESVOL? .................................................................... 25
4.1.7.6 WELKE MERKSTRATEGIE PASSEN WE TOE? .............................................................................. 25
4.1.7.7 BASISSTRATEGIEËN VOOR MERKPRODUCTEN ........................................................................ 26
4.1.7.8 1 MERK ....................................................................................................................................... 26
4.1.7.8.1 LIJNEXTENSIE OF -UITBREIDING ............................................................................................. 26
4.1.7.8.2 MERKEXTENSIE OF BRAND STRETCHING............................................................................... 27
4.1.7.8.3 CORPORATE BRANDING (PARAPLUMERK) ......................................................................... 27
4.1.7.8.4 MULTIMERKENSTRATEGIE OF MULTI-BRANDING .................................................................. 28
4.1.7.8.5 NIEUWE MERKEN .................................................................................................................... 28
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, 4.1.7.8.6 MULTIMERKENSTRATEGIE ....................................................................................................... 28
4.1.7.8.7 GLOBALE MERKEN (GLOBAL BRANDS)................................................................................ 28
4.1.7.8.8 LOKALE MERKEN (LOCAL BRANDS) ..................................................................................... 28
4.1.7.9 2 MERKEN .................................................................................................................................. 29
4.1.7.9.1 DUAL BRANDING ................................................................................................................... 29
4.1.7.10 MERKENPORTFOLIO .................................................................................................................. 29
4.1.8 VERPAKKING .................................................................................................................................... 30
4.1.8.1 3 FUNCTIES VAN DE VERPAKKING ........................................................................................... 30
4.1.8.2 3 BELANGRIJKE VEREISTEN VAN DE VERPAKKING ................................................................. 30
4.1.8.3 FOCUS OP COMMUNICATIEVE VEREISTEN ............................................................................. 31
4.1.8.4 DESIGN VARIABELEN ................................................................................................................ 31
4.1.9 SERVICE ............................................................................................................................................ 31
4.1.9.1 DIENSTVERLENING NA VERKOOP ............................................................................................ 31
4.2 PRIJSBELEID .............................................................................................................................................. 32
4.2.1 FACTOREN ........................................................................................................................................ 32
4.2.2 WELKE STRATEGIEËN VOOR EEN PRIJSVERHOGING? ................................................................... 33
4.2.3 OVERWEGINGEN ............................................................................................................................. 33
4.2.4 ENKELE STRATEGIEËN ....................................................................................................................... 34
4.3 DISTRIBUTIEBELEID .................................................................................................................................... 34
4.3.1 INTENSITEIT......................................................................................................................................... 35
4.3.2 PUSH VERSUS PULL ........................................................................................................................... 36
4.4 CONCLUSIE.............................................................................................................................................. 36
5 DEEL 1 – RECLAME ......................................................................................................................................... 37
5.1 DEFINITIES ................................................................................................................................................. 37
5.2 KENMERKEN ............................................................................................................................................. 37
5.3 ONTWIKKELING & STRATEGIEËN ............................................................................................................. 37
5.3.1 INLEIDING ......................................................................................................................................... 37
5.3.2 SEMIOTIEK ALS INVALSHOEK ........................................................................................................... 38
5.3.2.1 SEMIOTIEK .................................................................................................................................. 38
5.3.3 RETORIEK ALS INVALSHOEK ............................................................................................................. 39
5.3.4 HOE BOUWT MEN DE REDENERING OP DIE ST EN SÉ VERBINDT? ................................................. 40
5.3.4.1 BEÏNVLOEDINGSSTRATEGIEËN ................................................................................................. 40
5.3.5 HARD SELLING .................................................................................................................................. 41
5.3.6 SOFT SELLING .................................................................................................................................... 41
5.4 EVOLUTIE VAN STRATEGIEËN .................................................................................................................. 42
5.4.1 EVOLUTIE ........................................................................................................................................... 42
5.4.2 PERSUASIEMODEL ............................................................................................................................ 43
5.5 RECLAMESTRATEGIEËN ........................................................................................................................... 44
5.5.1 IDOLATRIE ......................................................................................................................................... 44
5.5.2 ICONOLOGIE ................................................................................................................................... 45
5.5.3 NARCISME ........................................................................................................................................ 48
, 5.6.3.5.4.2 FYSIOLOGISCHE METHODEN.......................................................................................... 65
5.6.3.5.4.3 DISCUSSIE ......................................................................................................................... 65
5.6.4 MEDIASTRATEGIE.............................................................................................................................. 66
5.6.4.1.1 BRIEFING ................................................................................................................................. 66
5.6.4.1.2 MEDIAPLANNING .................................................................................................................. 66
5.6.4.1.2.1 COMMUNICATIECONTEXT ............................................................................................. 67
5.6.4.1.2.2 DOELGROEPEN ............................................................................................................... 67
5.6.4.1.2.3 MEDIAMIX: DOELEN & STERKTES/ZWAKTES MEDIA ....................................................... 67
5.6.4.1.3 VERVOLG MEDIAPLANNING ................................................................................................ 69
5.6.4.1.3.1 WAARDE VAN EEN MEDIUM IN HET ALGEMEEN, LOS VAN DE DOELGROEP VAN DE
ADVERTEERDER .................................................................................................................................... 69
5.6.4.1.3.2 KWANTIFICEREN VAN DE WAARDE VAN EEN MEDIUM GELINKT AAN DE KENMERKEN
VAN DE DOELGROEP VAN EEN ADVERTEERDER .............................................................................. 69
5.6.4.1.3.3 KWANTIFICEREN VAN DE WAARDE VAN EEN MEDIUM GELINKT AAN DE KWALITEIT
VAN HET COMMUNICATIEPROCES .................................................................................................... 69
5.6.4.1.4 VERVOLG MEDIAPLANNING ................................................................................................ 70
5.6.4.1.4.1 MEDIAKEUZE .................................................................................................................... 71
5.6.4.1.4.2 CAMPAGNECONTINUÏTEIT.............................................................................................. 72
5.6.4.1.4.3 DOUBLE-SPOTTING .......................................................................................................... 73
5.6.4.1.4.4 ROADBLOCKING............................................................................................................. 73
5.6.5 EVALUATIE CAMPAGNE .................................................................................................................. 73
5.6.5.1 EVALUATIE ONDERZOEK ........................................................................................................... 73
5.6.5.1.1 POST-TEST................................................................................................................................ 73
5.7 FOCUS OP CREATIEVE FORMATS & CUES ............................................................................................. 74
5.7.1 CREATIEVE AANSPREEKVORMEN ................................................................................................... 74
5.7.1.1 RATIONELE FORMATS ............................................................................................................... 74
5.7.1.1.1 FOCUS OP VERGELIJKENDE RECLAME ................................................................................ 76
5.7.1.1.2 VOORDELEN VAN VERGELIJKENDE RECLAME ................................................................... 76
5.7.1.1.3 NADELEN VAN VERGELIJKENDE RECLAME ......................................................................... 76
5.7.1.1.4 WAAROM WEL/NIET KIEZEN VOOR EXPLICIET/DIRECT VERGELIJKENDE RECLAME? ....... 77
5.7.1.1.4.1 VOORDELEN DIRECTE VERGELIJKING ........................................................................... 77
5.7.1.1.4.2 NADELEN DIRECTE VERGELIJKING ................................................................................. 77
5.7.1.1.4.3 CONCLUSIE: WAT IS BELANGRIJK BIJ VERGELIJKENDE RECLAME? ............................ 78
5.7.1.2 EMOTIONELE FORMATS ............................................................................................................ 78
5.7.1.2.1 DOEL VAN EMOTIES IN RECLAME ........................................................................................ 78
5.7.1.2.2 EMOTIONELE FORMAT: ANGST ............................................................................................. 79
5.7.1.2.2.1 DRIVE RESPONS MODEL ................................................................................................. 80
5.7.1.2.2.2 PARALLEL RESPONS MODEL ........................................................................................... 80
5.7.1.2.2.3 PROTECTIE-MOTIVATIE THEORIE ..................................................................................... 81
5.7.1.2.2.4 EXTENDED PARALLEL RESPONS MODEL ........................................................................ 82
5.7.1.2.2.5 CONCLUSIE VOOR RECLAME DIE ANGSTMOTIEF (FEAR APPEAL) GEBRUIKEN ......... 83
5.7.1.2.2.6 PROBLEMEN MET ANGSTMOTIEF.................................................................................... 83
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