100% satisfaction guarantee Immediately available after payment Both online and in PDF No strings attached
logo-home
Previously searched by you
Previously searched by you
logo
Marketingcommunicatie strategie samenvatting - UCLL Bedrijfsmanagement Marketing $7.02
Add to cart
Quickly navigate to
Preview
  2.  
  3. UC Leuven-Limburg
  4.  
  5. Bachelor Bedrijfsmanagement - Marketing
  6.  
  7. Marketingcommunicatie Strategie (MBK17A)

Summary

Marketingcommunicatie strategie samenvatting - UCLL Bedrijfsmanagement Marketing

1 review
 8 purchases
  • Course
  • Marketingcommunicatie Strategie (MBK17A)
  • Institution
  • UC Leuven-Limburg
  • Book
  • Principes van marketing

Geslaagd in eerste zit met deze samenvatting - Dit bestand is een samenvatting van het vak marketingcommunicatie strategie. Deze samenvatting bevat theorie, oefeningen en voorbeelden die tijdens de les besproken zijn.

Preview 4 out of 105  pages

Document information

  • No
  • Niet het volledige boek
  • May 24, 2023
  • 105
  • 2022/2023
  • Summary

Subjects

  • marketing
  • samenvatting
  • ucll
  • marketingcommunicatie strategie

Connected book

book image

Book Title:

Author(s):

  • Edition:
  • ISBN:
  • Edition:

Written for

  • UC Leuven-Limburg
  • Bachelor Bedrijfsmanagement - Marketing
  • Marketingcommunicatie Strategie (MBK17A)
All documents for this subject (3)

1  review

review-writer-avatar

By: sethvranken • 1 year ago

Seller

avatar-seller
CatoVancauteren

Reviews received

Content preview

MARKETINGCOMMUNICATIE STRATEGIE


INHOUD

Hoofdstuk 1: GEïNTEGREERDE MARKETINGCOMMUNICATIE (IMC) ................................................ 5
1.1. inleiding ........................................................................................................................................ 5
1.2. marketing en de instrumenten van de marketingmix.................................................................. 5
1.2.1. product .................................................................................................................................. 5
1.2.2. prijs ........................................................................................................................................ 5
1.2.3. plaats ..................................................................................................................................... 6
1.2.4. promotie ................................................................................................................................ 6
1.2.5. van 4 p’s naar ‘ C’s ................................................................................................................. 6
1.3. de communicatiemix .................................................................................................................... 6
1.3.1. persoonlijke communicatie en massacommunicatie ............................................................ 8
1.3.2. thema- en actiecommunicatie .............................................................................................. 9
1.4. integratie van marketingcommunicatie ....................................................................................... 9
hoofdstuk 2: segmentatie, targeting, positionering (STP) ............................................................. 11
2.1. doelgroepen ............................................................................................................................... 11
2.2. Segmentatie ............................................................................................................................... 12
2.2.1. wat is segmentatie .............................................................................................................. 12
2.2.2. segmentatiecriteria ............................................................................................................. 12
2.2.3. segment profielen ............................................................................................................... 14
2.2.4. aantrekkelijkheid van segmenten ....................................................................................... 14
2.3. targeting ..................................................................................................................................... 14
2.4. positionering............................................................................................................................... 15
2.4.1. wat is positionering ............................................................................................................. 15
2.4.2. benefit laddering ................................................................................................................. 16
2.4.3. positioning statement ......................................................................................................... 18
2.4.4. positioneringsfouten ........................................................................................................... 18
hoofdstuk 3: doelstellingen ........................................................................................................ 19
3.1. doelstellingen bepalen ............................................................................................................... 19
3.1.1. Hiërarchie: ondernemings-, marketing- en communicatiedoelstellingen .......................... 19
3.1.2. communicatiedoelstellingen (p van promotie) ................................................................... 20
3.1.3. stadia in de productlevenscyclus......................................................................................... 25
Hoofdstuk 4: creatief proces ....................................................................................................... 26
4.1. inleiding ...................................................................................................................................... 26


1

,MARKETINGCOMMUNICATIE STRATEGIE

4.2. reclamevormen .......................................................................................................................... 26
4.2.1. de verschillende reclamevormen ........................................................................................ 26
4.3. Ontwikkeling van reclamecampagnes: 3 niveaus ...................................................................... 26
4.3.1. niveau 1: boodschapstrategie ............................................................................................. 27
4.3.2. Niveau 2: creatieve strategie............................................................................................... 29
hoofdstuk 5: marketingcommunicatie middelen ......................................................................... 37
5.1. Public relations (pr) .................................................................................................................... 37
5.1.1. PR als boodschap ................................................................................................................. 37
5.1.2. PR als communicatietool ..................................................................................................... 39
5.2. Sponsoring .................................................................................................................................. 43
5.2.1. Sponsoring: wat is het, en wat is het niet? ......................................................................... 43
5.2.2. doelgroepen ........................................................................................................................ 44
5.2.3. doelstellingen en selectiecriteria ........................................................................................ 45
5.2.4. sponsoringvormen............................................................................................................... 46
5.2.5. Effectiviteit van sponsoring ................................................................................................. 47
5.2.6. risico’s van sponsoring ........................................................................................................ 47
5.3. Above-the-line communicatie .................................................................................................... 48
5.3.1. above-the line kanalen ........................................................................................................ 49
5.4. Merkactivatie: verkooppromoties.............................................................................................. 56
5.4.1. Wat zijn sales promotions? ................................................................................................. 56
5.4.2. Hoe werkt het? .................................................................................................................... 57
5.4.3. Waarom? Het groeiend belang ........................................................................................... 57
5.4.4. Doelstellingen? .................................................................................................................... 58
5.4.5. basistypen verkooppromoties ............................................................................................. 58
5.4.6. effecten van verkooppromoties .......................................................................................... 65
5.5. Merkactivatie: Point-of-purchasecommunicatie (pop) .............................................................. 65
5.5.1. Wat is POP? ......................................................................................................................... 65
5.5.2. Waarom? belang van POP ................................................................................................... 65
5.5.3. doelstellingen ...................................................................................................................... 66
5.5.4. instrumenten ....................................................................................................................... 67
5.5.5. the future of retail ............................................................................................................... 68
5.6. experiental marketing ................................................................................................................ 68
5.6.1. wat is experiential marketing .............................................................................................. 68
5.6.2. doelstellingen van experiential marketing .......................................................................... 69

2

,MARKETINGCOMMUNICATIE STRATEGIE

5.6.3. dimensie van experiential marketing .................................................................................. 70
5.6.4. het ideale plaatje? ............................................................................................................... 71
5.7. Direct marketing ......................................................................................................................... 72
5.7.1. wat is direct marketing ........................................................................................................ 72
5.7.2. Doelstellingen ...................................................................................................................... 72
5.7.3. SmArt in direct marketing ................................................................................................... 73
5.7.4. direct marketing briefing ..................................................................................................... 73
5.7.5. instrumenten ....................................................................................................................... 74
5.7.6. gdpr ..................................................................................................................................... 77
5.8. online marketing ........................................................................................................................ 78
5.8.1. social media ......................................................................................................................... 79
5.8.2. search engine marketing ..................................................................................................... 82
5.8.3. display advertising ............................................................................................................... 83
5.8.4. native advertising ................................................................................................................ 83
5.8.5. influencers ........................................................................................................................... 83
Hoofdstuk 6: mediaplanning ....................................................................................................... 84
6.1. inleiding ...................................................................................................................................... 84
6.2. het mediaplanningsproces ......................................................................................................... 85
Stap 1: mediabriefing (de 7 w’s).................................................................................................... 86
stap 2: analyse van de communicatieomgeving ........................................................................... 86
stap 3: doelgroep beschrijven ....................................................................................................... 87
stap 4: mediadoelstellingen formuleren ....................................................................................... 88
Stap 5: mediamix samenstellen..................................................................................................... 95
Stap 6 mediaruimte inkopen ......................................................................................................... 95
6.3. Media selecteren ........................................................................................................................ 95
6.3.1. criteria voor de mediamix ................................................................................................... 95
hoofdstuk 7: reclameonderzoek.................................................................................................. 96
7.1. functie van reclameonderzoek ................................................................................................... 96
7.2. pre-testing .................................................................................................................................. 96
7.2.1. doelstellingen ...................................................................................................................... 97
7.2.2. methoden ............................................................................................................................ 97
7.2.3. beperkingen....................................................................................................................... 100
7.3. post-testing............................................................................................................................... 100
7.3.1. doelstellingen .................................................................................................................... 100

3

, MARKETINGCOMMUNICATIE STRATEGIE

7.3.2. drie types ........................................................................................................................... 101
7.3.3. beperkingen....................................................................................................................... 104
7.4. campagnebeoordeling.............................................................................................................. 104
7.4.1. methodieken ..................................................................................................................... 104




4

The benefits of buying summaries with Stuvia:

Guaranteed quality through customer reviews

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

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

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 CatoVancauteren. Stuvia facilitates payment to the seller.

Will I be stuck with a subscription?

No, you only buy these notes for $7.02. You're not tied to anything after your purchase.

Can Stuvia be trusted?

4.6 stars on Google & Trustpilot (+1000 reviews)

68175 documents were sold in the last 30 days

Founded in 2010, the go-to place to buy study notes for 15 years now

Start selling
$7.02  8x  sold
  • (1)
Add to cart
Added