Summary
samenvatting marketingcommunicatie
- Course
- Institution
Samenvatting van de powerpoint uit de les met nota's en de cursus
[Show more]
Seller
Follow
reneependers
Reviews received
Content preview
InhoudsopgaveLes 1: inleidende begrippen .............................................................................................................................. 6
Merk als netwerk v associaties ........................................................................................................................... 6
Een merk is een relatie ....................................................................................................................................... 6
Definitie van marketing ...................................................................................................................................... 6
Marketing 4 P’s .............................................................................................................................................. 6
Definitie v IMC (integrated marketing communication)................................................................................ 6
1 merk, 3 doelpublieken ................................................................................................................................ 6
1. Mainstream paradigma ........................................................................................................................... 7
1. Hiërarchie v effecten ................................................................................................................................. 7
AIDA-model voor reclame ............................................................................................................................. 7
FCB- raster ..................................................................................................................................................... 7
Hiërarchie v effecten modellen ..................................................................................................................... 8
2. Alternatieve paradigma .......................................................................................................................... 8
Paradigmaverschuiving ...................................................................................................................................... 8
Belangrijke ontwikkelingen ................................................................................................................................ 8
Toepassing: “nudging” ....................................................................................................................................... 9
Paradigma? ........................................................................................................................................................ 9
Les 2: segmenten en doelgroepen .................................................................................................................. 10
1. Segmentatie .......................................................................................................................................... 10
Uitgangspunten marktsegmentatie ................................................................................................................. 10
4 segmentatiebases .......................................................................................................................................... 10
1. Socio-demografische segmentatie ..................................................................................................... 10
2. Segmentatie op categoriebasis .......................................................................................................... 12
3. Motivationele segmentatie ................................................................................................................ 12
4. Aankoopgedrag .................................................................................................................................. 13
Slot: vereisten voor effectieve segmentatie ..................................................................................................... 13
Keuzes maken .............................................................................................................................................. 13
Mogelijke strategieën .................................................................................................................................. 13
2. Doelgroepen ......................................................................................................................................... 14
2.1 Definitie .............................................................................................................................................. 14
.......................................................................................................................................................................... 14
2.2 Relatie tot het merk ........................................................................................................................... 14
Verbonden gebruikers: basis sterk merk ..................................................................................................... 14
Potentiële afvallers ...................................................................................................................................... 14
Potentiële toetreders .................................................................................................................................. 14
Afwijzers ...................................................................................................................................................... 14
2.3 Tijdperk: 1 op 1 ................................................................................................................................... 15
Internet: from ‘1-to-many’ to ‘many-to-many’ ........................................................................................... 15
2.4 De rol van ‘intermediairen’ ................................................................................................................ 15
Kenmerken influencers: ............................................................................................................................... 16
,3. Actualiteit: covid-19 .............................................................................................................................. 16
Les 3: marketingcommunicatie-doelstellingen ............................................................................................... 17
1. Overzicht van relevante plannen voor marketingcommunicatie ........................................................... 17
1. Ondernemingsplan.................................................................................................................................. 17
2. Marketingplan ........................................................................................................................................ 17
3. Marketingcommunicatieplan.................................................................................................................. 18
2. Marketingcommunicatiedoelstellingen (AIDA) ..................................................................................... 18
1. Marketing- vs communicatiedoelstellingen ............................................................................................ 18
2. Soorten marketingcommunicatie-effectdoelstellingen........................................................................... 18
1. Categoriebehoefte ............................................................................................................................. 18
2. Merkbekendheid ................................................................................................................................ 18
3. Merkenkennis .................................................................................................................................... 19
4. Merkattitude ...................................................................................................................................... 19
5. Gedragsintentie.................................................................................................................................. 19
6. Gedragsfacilitatie ............................................................................................................................... 19
7. Effectief koopgedrag: 3 sub-doelen ................................................................................................... 20
8. Tevredenheid ..................................................................................................................................... 20
9. Ambassadeurschap: net promotor score........................................................................................... 20
3. Online doelstellingen en strategie (ADIA) ................................................................................................... 20
Online strategie: ADIA-model ........................................................................................................................... 21
Nieuwe evenwicht: AIDA & ADIA ...................................................................................................................... 21
Les 4: creativiteit in marketingcommunicatie ................................................................................................. 22
1. Consumenteninzicht ............................................................................................................................. 22
2. Het creatieve idee ................................................................................................................................. 23
Input voor creatieve proces .............................................................................................................................. 23
Creatief concept ............................................................................................................................................... 23
3. Types creatieve appeals ........................................................................................................................ 23
3.1 Rationele appeals ............................................................................................................................... 23
15 verschillende typen info ......................................................................................................................... 23
Verschillende rationele reclameformats ..................................................................................................... 23
3.2 Emotionele appeals ............................................................................................................................ 24
3.3 Endorsers ............................................................................................................................................ 24
Niet bekende endorsers .............................................................................................................................. 25
3.4 Storytelling ......................................................................................................................................... 25
3.5 ‘User generated’ campagnes (participatie)........................................................................................ 25
Reader 1: The grand paradox of branding ...................................................................................................... 26
Les 5 integratie in marketingcommunicatie ................................................................................................... 30
1. IMC: integratie van media ..................................................................................................................... 30
Integrated Marketing Communicatie ............................................................................................................... 30
2
,2. “ISP” (integrated selling proposition): integratie van merkboodschappen ............................................ 31
3. Creatieve integratie – 360° idee ............................................................................................................ 32
CASE: Lidl- de verse producten ......................................................................................................................... 32
Formule voor creatieve en effectieve reclame.................................................................................................. 32
4. Triple play: merk, idee, boodschap ....................................................................................................... 33
Les 6 mediaplanning ...................................................................................................................................... 34
“POEMA”: 3 types media .................................................................................................................................. 34
Customer journey ............................................................................................................................................. 34
1. Mediaplanning (paid media) ................................................................................................................. 34
Stappen planningsproces ................................................................................................................................. 34
2. Mediadoelstellingen ............................................................................................................................. 35
2.1 Frequentie .......................................................................................................................................... 35
2.2 Bereik en gewicht ............................................................................................................................... 35
2.3 Continuïteit......................................................................................................................................... 36
2.4 Kosten ................................................................................................................................................ 36
2.5 Selectiviteit ......................................................................................................................................... 36
3. Media kiezen ......................................................................................................................................... 36
3.1 TV ....................................................................................................................................................... 36
3.2 Buitenreclame .................................................................................................................................... 37
3.3 Tijdschriften........................................................................................................................................ 37
3.4 Kranten ............................................................................................................................................... 38
3.5 Deur-aan-deurmedia .......................................................................................................................... 38
3.6 Bioscoop ............................................................................................................................................. 38
3.7 Radio .................................................................................................................................................. 39
3.8 Native advertising .............................................................................................................................. 39
3.9 Guerilla/ stunts................................................................................................................................... 39
Les 7 onlinecommunicatie .............................................................................................................................. 40
Deel 1: digitale landschap .............................................................................................................................. 40
Sociale mediarevolutie ..................................................................................................................................... 40
Doelstellingen en voordelen ............................................................................................................................. 40
Instrumenten online communicatie .................................................................................................................. 41
Effectiviteit en ROI online communicatie ......................................................................................................... 43
Deel 2: de dag na morgen............................................................................................................................... 43
2.1 AI (reader) .......................................................................................................................................... 43
2.2 Meta versie: VR en AR ........................................................................................................................ 44
3
, Deel 3: kritische reflecties .............................................................................................................................. 44
Les 8 PR, content marketing, influencer marketing ........................................................................................ 45
Deel 1: public relations ................................................................................................................................... 45
1. Public relations als communicatiemiddel................................................................................................ 45
2. Doelgroepen, doelstellingen en taken .................................................................................................... 45
3. Instrumenten en kanalen ........................................................................................................................ 46
4. Budgetten ............................................................................................................................................... 46
5. De resultaten v public relations meten ................................................................................................... 46
Deel 2: content marketing .............................................................................................................................. 47
3 bronnen ‘branded content’ -> 3 manieren content creëren .......................................................................... 48
Deel 3: influencer marketing .......................................................................................................................... 48
Les 9 sponsoring, direct marketing, activatie, e-commerce ............................................................................ 50
Deel 1: sponsoring .......................................................................................................................................... 50
Deel 2: direct marketing ................................................................................................................................. 52
Deel 3: activatie (verkooppromotie)............................................................................................................... 53
Inleiding ............................................................................................................................................................ 53
Deel 4: e-commerce ....................................................................................................................................... 55
Consument online reis ...................................................................................................................................... 55
Les 10 economie en budget ............................................................................................................................ 57
Deel 1: reclame en macro-economie .............................................................................................................. 57
Deel 2: budgettering ...................................................................................................................................... 57
2.1 Marcom/ verkoop ratio ...................................................................................................................... 57
2.2 Factoren die budget impacteren ........................................................................................................ 57
2.3 Methoden voor budgettering ............................................................................................................. 57
2.4 Budgettering voor nieuwe merken of producten ............................................................................... 58
2.5 Invloed v marcombudget op omzet.................................................................................................... 58
2.6 Kritische bedenkingen ........................................................................................................................ 58
Deel 3: marketing in een recessie ................................................................................................................... 59
Reader 2 WARC artificial intelligence ............................................................................................................. 60
Les 11 Effectiviteit v reclame .......................................................................................................................... 63
Deel 1: reclameonderzoek .............................................................................................................................. 63
1. Strategisch reclameonderzoek ................................................................................................................ 63
2. Pretesting ................................................................................................................................................ 63
4
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 reneependers. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $7.05. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
64438 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy study notes for 14 years now