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Summary Marketing communication
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A clear and concise summary with the most important core information and concepts that you need to know for the exam.
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InhoudChapter 1. Integraded communications.................................................................................................. 2
Chapter 2. Branding................................................................................................................................. 9
Chapter 3. How marketing communications work ............................................................................... 14
Chapter 4. Marketing communications planning .................................................................................. 19
Chapter 5. Advertising ........................................................................................................................... 23
Chapter 6. Media planning .................................................................................................................... 27
Chapter 7. Brand activation................................................................................................................... 29
Chapter 8. Direct marketing .................................................................................................................. 31
Chapter 9. Public relations .................................................................................................................... 33
Chapter 10. Sponsorship ....................................................................................................................... 34
Chapter 12. Measuring campaign effectiveness ................................................................................... 35
Chapter 13. Ethical issues in marketing communications ..................................................................... 40
,Chapter 1. Integrated communications
Chapter outline:
Marketing= the process of planning and executing the conception, pricing, promotion and
distribution of ideas, goods and services to create and exchange value and satisfy individual and
organizational objectives.
➢ The marketeer has to defend marketing goals, target segments and the market position. To
do this, the marketeer has a number of tools he can use: the instruments of the marketing
mix. This contains of the 4 p’s.
1. Product
The core product is the unique benefit that is being marketed. Often the brand is a summary of the
core benefit of the product. This core product (the main benefit) has to be translated into a tangible
product. Think of:
• Product features
• Quality
• Design and packaging
These parts can make the product (and thus the benefit) tangible. There is also an augmented
product. It can be defined as “the service layer” on top of the tangible product. It adds more value to
the product and consists among other things of:
• Fast delivery
• Management of complaints
,2. Price
Price is the only thing that does not cost anything, but provides the money to spend on production
and marketing. The list price is the “official” price of a product. Things like discounts can be used to
make the product more attractive. It is important to find the right balance in pricing. A low price
makes a product attractive, but causes a smaller margin for profit.
➢ You don’t want consumers to choose products based on the price, but based on how good it
is, therefore good marketing can be defined as avoiding the price tool as much as possible.
3. Place
With place (and distribution) we refer to the process of bringing the product from production to
consumers. Think of transport, keeping inventory, selecting retailers, deciding on the kind of outlets
you will use. Distribution strategy also implies maintaining co-operation between company and
distribution channel and finding new ways to distribute products, for example e-commerce or
informercials.
4. Promotion
This is the most visible instrument of the marketeer. It involves everything that a company
communicates with its target groups and stakeholders to promote its product.
Marketing communications= all instruments by means of which the company communicates with its
target groups and stakeholders to promote the product or service. There are two types:
• Personal communications= the message is transferred directly to an individual person.
• Mass communications= the message is transferred to multiple receivers who cannot be
identified.
Organizations convey messages that are of significant value to customers and stakeholders, and
these audiences are encouraged to offer cognitive, attitudinal and behavioral responses. They can:
• Inform customers
• Persuade audiences
• They can differentiate themselves from other companys and brands
• Reinforce the relationship between and organization and the audience.
The marketing communication mix is falls under the 4th P: promotion, and consists of ways to
communicate:
• Advertising= non personal mass communications. The content is determined and paid for by
one clear organization.
• Brand activation= it is the process of bringing a brand to life by creating brand experience. It
is an integration of all available means of communication in order to activate consumers by
for example stimulating interests to secure consumer loyalty. Part of brand activation is
, - Sales promotions= sale stimulating campaigns like discounts, coupons, free samples etc.
- Point of purchase communications= communications on the point of purchase (at the
shop). Examples are displays, merchandise, store layout etc.
• Direct marketing communications= a personal and direct way to communicate with
customers and potential clients. Examples are personalized emails of brochures. Sometimes
having the possibility of feedback (consumers can react on it).
• Sponsorship= sponsor provides funds, goods or services. The sponsored organization will in
return help the sponsor with communications.
• Public relations= consists of alle the communications a company instigates with its audiences
or stakeholders. Stakeholders are a group of people of which companies want to create
“goodwill”. Examples are press releases and conferences. This generates publicity
(impersonal mass communication), this can be positive as well as negative.
• Trade fairs= particularly important for business to business contacts. Used for contacting
users, prospects and purchasers.
Image/theme communications= the advertiser tries to tell the target group something about the
brand or product services offered. The goals is to improve relations with target groups, increase
satisfaction or reinforce brand awareness.
➢ Also called above the line communications (above the line refers to a commision fee the
advertising agency earns for providing media space)
Action communication= seeks to influence buying behaviour of target groups and persuade
consumers to purchase a product. The goals is to stimulate purchase.
➢ Also called below the line communications (commission rate is not applicable)
Integrated marketing communications (ICM)= the process of developing and implementing various
forms of persuasive communications over time. The goal is to influence or affect behavior of the
audience. They consider all sorts of contacts consumers can have with the brand/product. In short, it
is a type of managing customer relationships that drive brand value.
➢ The most important part of ICM is that it starts from customer point of view, and works
backwards to develop effective communication.
➢ ICM is data driven which means that it is based on detailed consumer information.
ICM consist of several stages:
In ICM we are looking at the whole, instead of separate parts such as advertising, public relations,
promotions and so on. We look at it like the consumer, as one flow of information that all seem alike
and are clearly from the same source.
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