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Tweede jaar bachelor communicatiemanagement - Touchpoint strategie samenvatting + alle oefeningen opgelost $5.89
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Tweede jaar bachelor communicatiemanagement - Touchpoint strategie samenvatting + alle oefeningen opgelost

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  • Course
  • Touchpoint Strategie
  • Institution
  • Thomas More Hogeschool (tmhs)

Touchpoint strategie samenvatting - inclusief alle oefeningen die in de les voorkomen + eventuele examenvragen. Een samenvatting van de PowerPoints inclusief Inhoud - 1. Inleiding: Wat is touchpointplanning (Paid -Owned -Earned)- belangrijkste actoren in de Belgische mediawereld- ... 2. H...

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Document information

  • January 16, 2023
  • 37
  • 2022/2023
  • Summary

Subjects

  • touchpoint strategie
  • touchpoint
  • communicatiemanagement
  • oefeningen touchpoint
  • els sambaer docent
  • touchpoint strategy
  • examen touchpoint strategie
  • samenvatting touchpoint strategie

Written for

  • Thomas More Hogeschool (tmhs)
  • Bachelor In Communicatiemanagement
  • Touchpoint Strategie
All documents for this subject (5)

1  review

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By: r0784527 • 11 months ago

Translated by Google

good summary except for a few clerical errors

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Content preview

TOUCHPOINT STRATEGIE
Samenvattingen – Oefeningen – Examenvragen
2022-2023

, 3




INHOUDSOPGAVE
1 Inleiding Touchpointstrategie 6
1.1 Wat zijn touchpoints 6
1.1.1 Case: Tomorrowland 6
1.1.2 Cases 6
1.2 Paid, owned & Earned media 7
1.2.1 Paid media 7
1.2.2 Owned media 7
1.2.3 Earned media 7
1.3 Touchpoint in de revolutie 7
1.3.1 Monocultuur 7
1.3.2 Cultureel kapitaal 8
1.4 Touchpoint - connectionplanner 8
1.5 Aandachtspunten touchpointplan 8
1.5.1 Ken het merk 9
1.5.1.1 FCB-matrix 9
1.5.2 De briefing van de klant 9
1.5.3 Cultuur van je doelgroep 9
1.6 Touchpointplanning op werkveld 10
1.7 Media-of reclamegie 10
1.8 Spanningsveld tussen traditionele media vs online touchpoints 10
1.8.1 Klassieke media evolueren naar digitaal (convergentie) 10
2 Stappenplan Touchpointplanning 11
2.1 De onderdelen van een touchpointplan 11
2.1.1 Briefing 11
2.1.2 Research 11
2.1.2.1 Cases: Verschillende campagnes 11
2.1.3 Bepalen van mediadoelgroep 11
2.1.3.1 Onderzoek 12
2.1.3.2 Mediastudies 12
2.1.3.3 Persona’s 12
2.1.4 Bepalen mediadoelstellingen 12
2.1.5 Touchpointstrategie 12
2.1.5.1 Voorbeeld van onderbouwde mediastrategie: 12
2.1.6 Creativiteit 4
2.1.7 Tactiek 4
2.1.8 Timing 4
2.1.9 Geografische beslissingen 4
2.1.10 Budgettering 4

, 4



2.1.11 Evalueren van campagne 4
3 Media Research in België 5
3.1 Soorten studies 5
3.1.1 Bereikstudies 5
3.2 De CIM 5
3.2.1 De functies van CIM 5
3.2.1.1 Oplagecontrole (echtverklaringen) 5
3.2.1.2 Strategische studies 5
3.2.1.2.1 De onderdelen van strategische studies 5
3.2.1.3 Tactische studies 6
3.2.1.4 Sectorstudies 6
3.2.1.5 Barometerstudies 6
4 CIM Fiche lezen 7
4.1 Soorten velden 7
4.1.1 Veld 1: De bereiksindicatoren 7
4.1.2 Veld 2: Structuur van RLP 8
4.1.3 Veld 3: Dekking 8
4.2 Oefeningen bijhorend CIM 4
4.2.1 Veld 1: Reach indicators / bereiksindicatoren 4
4.2.2 Veld 2: Sociodemografische gegevens 4
4.2.3 Veld 3: Dekkingspercentages 4
4.2.4 Oefening lezen van CIM fiche Canvas test 5
4.2.5 Oefening: lezen van een CIM fiche 3
5 Touchpointplanning: mediametrics tactiek 3
5.1 Mediatactiek begrippen 3
5.1.1 Bereik 3
5.1.2 Oefening bereik 3
5.1.3 Dekking 3
5.1.4 Selectiviteitsindex 3
5.1.5 KPD 3
5.2 Volledige oefening 4
5.3 Formularium 4
6 Maken van rankings 5
6.1 Titelselectie 5
6.2 Rankingselecties 5
6.3 Opbouw van een ranking 3
6.4 Oefening ranking 3
7 Evaluatie van Mediametrics 3
7.1 Gross rating point 3
7.1.1 De formule 3

, 5



7.1.2 Oefening GRP berekenen 3
7.2 Plankost 3
7.2.1 De formule 3
7.2.2 Oefening plankost berekenen 3
7.3 Kost/GRP 4
7.3.1 De formule 4
7.3.2 Oefening kost/GRP 4
7.4 Volledige oefening 4
7.5 Mediaplannen vergelijken 4
8 Interpreteren van GRP 5
8.1 Mediabegrippen omtrent interpreteren van GRP 5
8.2 Duplicatie 6
8.2.1 Oefening duplicatie 6
8.3 Volledige oefeningen 7
8.3.1 Oefening 1 7
8.3.2 Oefening 2 8
9 De impact 9
9.1 Case bioscoop 9
9.2 Case: affichage 9
9.3 De BETA score 9
9.4 De contactverdeling 9
9.4.1 Oefeningen contactverdeling 3
9.4.1.1 Oefening 1 3
9.4.1.2 Oefening 2 3
10 Volledige formularium 4
11 Volledige berekeningen 5
12 Mogelijke examenvragen 6
13 ECTS-Fiche 7

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