Marketing Communication - Master in Persuasive Communication (UvA)
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Course
77643SP06Y (MARCOMM)
Institution
Universiteit Van Amsterdam (UvA)
This document includes all of the notes from the lectures and the tutorials of the course. The concepts are clearly explained with definitions, diagrams, examples and color coding.
To sell a product you have to have a good price, a place, physical or online, to see it and you
should promote it
Our focus: PROMOTION
Promotional mix:
- Advertising
- Direct marketing (sending letters)
- interactive/internet marketing
- Sales promotion (coupons)
- publicity/public relations
- Personal selling (in a store, over the phone)
Integrated marketing comm tried to use all of these marketing elements= various promotional
elements are coordinated along with other marketing activities that communicate with the
customers
In the past it wasn’t like this! Different agencies for different types of marketing, this resulted in
unclear message on a predict
Touch points: every way a consumer can be in contact with a product
,Billboard: company initiated touch point
Word of mouth: Someone talking to you about a product and telling you how they like that
product, unexpected touch point
Design of the packaging or other elements when you are already buying the product,
representative of the brand interacting with customers: Intrinsic touch point
Consumer gets in touch with the company to ask questions: Consumer initiated touch point
How they influence consumers:
, Beliefs in the power of advertising (Ewing & Jones, 2000)
How advertising works:
- Strong theory: advertising leads to sales and persuades people to buy brands
- Weak theory: advertising is ‘only’ capable of gently nudging or reminding consumers,
rather than actually persuading them
How to define advertising (Dahlen & Rosengren, 2016)
1923: selling in print
2002: a paid, mediated form of communication from an identifiable source, designed to
persuade the receiver to take some action, now or in the future
2016: brand-initiated communication intent on impacting people
(what changed: advertising is not always paid for, that is why brand-initiated; intent, a
commercial is not always trying to change your behavior but also to reinforce already present
attitudes; people rather than audience to make it more inclusive)
WEEK 2
Micro lecture: Brand Positioning and Consumer Segmentation
Two elements in the target marketing process:
- Segmentation: who you want to focus on,
Classic definition= “a technique used to divide a heterogeneous market into
homogeneous subgroups, each of which has distinct wants and needs”
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