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
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller liekeneijens. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $6.43. You're not tied to anything after your purchase.
