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Samenvatting Marketing Communicatie De Pelsmacker hoofdstuk 3 en 4 $3.75   Add to cart
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Samenvatting Marketing Communicatie De Pelsmacker hoofdstuk 3 en 4

2 reviews
 307 views  6 purchases
  • Course
  • Communicatie
  • Institution
  • Hanzehogeschool Groningen (Hanze)
  • Book
  • Marketingcommunicatie

Dit is een samenvatting van De Pelsmacker Marketing Communicatie hoofdstuk 3 en 4. De hoofdstukken zijn samengevat, soms met voorbeelden (uit de hoorcolleges)

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Document information

  • No
  • Hoofstuk 3 en 4
  • May 30, 2016
  • 14
  • 2015/2016
  • Summary

Subjects

  • marketing
  • communicatie
  • hoofdstuk 3 en 4
  • hs 3 4
  • pelsmacker
  • geuens
  • van den bergh

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Written for

  • Hanzehogeschool Groningen (Hanze)
  • Media, Informatie en Communicatie
  • Communicatie
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2  reviews

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By: TDwayne • 7 year ago

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By: lennard_mulder • 8 year ago

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Content preview

Marketing Communicatie

Theorie jaar 1

De kracht van communicatie

- Is moeilijk te meten
- Verandert met de tijd
- Is voer voor discussie
- Met andere woorden: complex en daarom interessant

Om te weten welke communicatie effect heeft moet je; voorspellen, verklaren en begrijpen

Opvattingen over communicatie:

1. De almachtige media, 1930-1950
Injectienaaldtheorie: injecteren van informatie, iedereen hetzelfde.
Na de tweede wereldoorlog populair. 1948: communicatiemodel, eenrichtingsverkeer

Communicatiemodel van Laswell 1948

Wie Zegt wat Met welk kanaal Tegen wie Met welk effect

Communicator Message Medium Ontvanger Effect



2. De beperkte macht van de media

Two-step flow model
massamedia àopinieleider/elkaar (bloggers, buurman) à consumenten

Bedrijven besteden veel geld aan opinieleiders.

Cognitieve dissonantie: dingen filteren, niet willen zien

Model van Osgood & Schramm (1954)

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