This document contains (1) the notes and slides of all lectures from the course marketing communications, and (2) the four main chapters of the book Marketing Communication: A European Perspective that need to be studied for the exam (chapters 5, 6, 8, and 9).
Key
challenge
1:
the
web
2.0
and
marketing
communication
From
traditional
to
tradigital
to
social
media:
§ From
top-‐down
to
bottom-‐up
communication:
o Traditional
media
focus
on
“push”
marketing
(one
way
communication
delivered
to
target
audience)
à
From
company
to
consumer
1
, Lieke
Neijens
o New
media
focus
on
“pull”
marketing
(two
way
communication
between
company
and
target
audience)
o à
You
make
the
consumer
part
of
your
communication
plan
and
consumers
involve
themselves.
§ 5th
P
of
Marketing:
participation
The
evolution
of
marketing
communications
Key
challenge
2:
with
web
2.0
comes
consumer
2.0
§ Interconnectivity
–
constantly
connected
(i.e.
social
media)
§ On-‐demand
–
any
time,
any
place,
anywhere
(i.e.
Netflix,
live
chat)
§ The
knowledgeable
consumer
–
the
customer
immediately
looks
for
anything
they
want
to
know
(i.e.
product
information,
reviews,
etc.
via
search
engines)
§ Relevance
filtering
–
customers
can
choose
what
they
want
to
see
(i.e.
via
ad
blocks)
§ Niche
aggregation
§ Micro-‐publishing
of
personal
content
–
related
to
interconnectivity
(i.e.
increased
sharing
of
interests
or
experiences
on
social
media)
§ Prosumerism
–
consumers
are
more
and
more
engaged
and
involved
in
the
whole
communication
and
production
process
(i.e.
co-‐designing
of
a
product
with
a
company).
Key
challenge
3:
owned,
paid,
and
earned
media
§ Owned
§ Paid
§ Earned
–
you
do
not
pay
for
it,
consumers
want
to
share
content
and
be
involved.
2
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