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Samenvatting Marketingcommunciatie Strategie (MBN09a)

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Duidelijke, structurele samenvatting marketingcommunciatie strategie 1ste bachelor bedrijfsmanagement UCLL, Robrecht Van Goolen

Last document update: 1 year ago

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  • August 23, 2023
  • August 23, 2023
  • 81
  • 2022/2023
  • Summary
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INTEGRATED MARKETING COMMUNICATION

WAT IS INTEGRATED MARKETING COMMUNICATION (IMC)? ....................................................................... 2

COMMUNICATIEPROCES .............................................................................................................................................. 2
SYNERGIE: VOORBEELDEN ............................................................................................................................................ 2

BELANGRIJKSTE REDENEN VOOR IMC .......................................................................................................... 2

OBSTAKELS VOOR IMC ................................................................................................................................ 3

COMMUNICATIEBUREAUS EN IMC ................................................................................................................................ 3




H1 Integrated marketing communication 1

,HOOFDSTUK 1: INTEGRATED MARKETING
COMMUNICATION
WAT IS INTEGRATED MARKETING COMMUNICATION (IMC)?
Kernidee:
- Combineren van diverse communicatiemiddelen op consistente wijze
- Synergetisch effect tussen de instrumenten en de middelen
- Resultaat: naadloze / homogene communicatie

→ Voordeel :
- Consistente boodschap naar alle doelgroepen
- D.m.v. alle contact punten & communicatiekanalen

COMMUNICATIEPROCES




SYNERGIE: VOORBEELDEN
- Direct mail is effectiever als deze is voorbereid door een kennisverhogende reclamecampagne
- PR, reclame voor het bedrijf en sponsoring kunnen een synergetische en positieve invloed op het
bedrijfsimago hebben
- Websites worden vaker bezocht als deze via massamedia onder de aandacht worden gebracht
- Verkopers hebben het makkelijker als hun product of bedrijf door sponsoring of reclame al goed
bekend is

ZIE SLIDES 22 – 42 IMC CAMPAGNE TORFS

BELANGRIJKSTE REDENEN VOOR IMC
- Fragmentatie van media
- Noodzaak aan meer rentabiliteit (1+1 =3)
- Laag niveau van merkdifferentiatie
- Overlappende doelgroepen (consumenten, leveranciers, aandeelhouders, ...)
- Technologische ontwikkelingen: social media, mobile marketing, ...

→ IMC kan op niveau van positionering (het merk) maar ook op ‘product niveau’.




H1 Integrated marketing communication 2

,OBSTAKELS VOOR IMC




COMMUNICATIEBUREAUS EN IMC
- Communicatiebureaus zijn meestal functioneel gespecialiseerd: cfr. reclamebureaus, DM-consultants,
pr- bureaus, sales-experts, mediabureaus, ...
- Sommige bureaus bieden totaalpakket, maar dan ligt nadruk vaak op reclamefunctie
- Spanningsveld tussen streven naar integratie en noodzaak aan gespecialiseerde expertise




H1 Integrated marketing communication 3

, SEGMENTATIE, TARGETING, POSITIONERING

SEGMENTATIE ............................................................................................................................................ 3

WAT IS SEGMENTATIE? ............................................................................................................................................... 3
SEGMENTATIECRITERIA ............................................................................................................................................... 3
SEGMENT PROFIELEN .................................................................................................................................................. 4

TARGETING ................................................................................................................................................ 5

JUISTE DOELGROEP KIEZEN ........................................................................................................................................... 5

POSITIONERING.......................................................................................................................................... 6

POSITIONERING: WAT EN WAAROM? ............................................................................................................................. 6
Positionering ..................................................................................................................................................... 6
Customer promise ............................................................................................................................................. 6
Functionele vs emotionele belofte .................................................................................................................... 6
BENEFIT LADDER IN POSITIONERING ............................................................................................................................... 6
POSITIONERING FORMULEREN: POSITIONING STATEMENT .................................................................................................. 7
POSITIONERINGSFOUTEN ............................................................................................................................................. 7




H2 Segmentatie, targeting, positionering 1

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