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Samenvatting Marketingcommunicatie
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Vak uit pre-master Communicatie & Beïnvloeding. Zelf heb ik een 7,4 gehaald voor dit tentamen.
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MarketingcommunicatiePowerPoint 1
marketing= marketing is 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
marketing vs. marcom
Marketing is 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
marketing mix: de 4 p’s
- Product
- Price
- Place
- Promotion
Marketingcomm= all instruments by means of which the company communicates with its
target groups and stakeholders to promote its products or services
= Marketing communications is a process through which organisations and audiences
engage with one another. Organisations convey messages that are of significant value to
customers and stakeholders, and these audiences are encouraged to offer cognitive,
attitudinal and behavioural responses. Marketing communications can inform and persuade
audiences, they can differentiate the offering from one company or brand from those of
others, and they can reinforce the relationship between an organisation and its audiences
Corporate comm= the management instrument to coordinate internal and external
communication in such a way that allows for an organisation to acquire and retain the
desired reputation with the most important target groups/stakeholders
main focus= create image and attitudes towards the organisation
,Marcom instruments:
- Advertising= non-personal mass communications using mass media (such as TV,
radio, newspapers, magazines, billboards, banners on websites, pre-roll ads in online
videos, advertisements on social media, native advertising, mobile advertising, etc.),
the content of which is determined and paid for by a clearly identified sender (the
company).
- Sponsorship= investment in cash or in kind, in an activity person or event in return
for the exploitable commercial potential associated with this activity
- Public relations= all the communication a company instigates with its
audiences/stakeholders
- Direct marketing= are a personal and direct way to communicate with customers and
potential clients or prospects. Personalised brochures and leaflets
- Brand activation= activate consumer by stimulating interest, product trial, loyalty
(e.g. through personal sales)
- Sales promotion= sales-stimulating campaigns
- Point-of-purchase communications are communications at the point of purchase or
point of sales. Speciaal schap in de winkel
- online comm= communicate interactively with customers/stakeholders through the
internet mobile devices social media
Traditional communications strategies are based on mass media delivering generalised
transaction-orientated messages.
Integrated communications are much more personalised, customer-orientated,
relationship-based and interactive.
Personal comm= This message transfer may be directed to certain known and individually
addressed persons, in which case it is called personal communications.
Mass comm= The message transfer may also be directed to a number of receivers who
cannot be identified, using mass media to reach a broad audience.
Integrated marcom= a concept of marketing communication planning that recognizes the
added value of a comprehensive (uitgebreid) plan that evaluates the strategic roles of a
,variety of communication disciplines, e.g. general advertising, direct response, sales
promotion and public relations and combines these disciplines to provide clarity,
consistency and maximum communication impact.
Two principles are important when designing and implementing an integrated marketing
communications mix, namely consistency and synergy.
Marketing instruments have to be combined in such a way that the company’s offering is
consistently marketed. In other words, all marketing instruments have to work in the same
direction, and not conflict with each other.
The second important principle is synergy. Marketing mix instruments have to be designed
in such a way that the effects of the tools are mutually reinforcing (versterkend).
International marcom
- standardisation: globalisation = Globalisation or standardisation of advertising
generally leads to cost reduction through economies of scale.
- Adaptation: localisation = A standardised campaign can be defined as a campaign
that is run in different countries, using the same concept, setting, theme, appeal and
message, with the possible exception of translations. A local approach (localisation or
adaptation) implies that elements of the communications strategy are adapted to
local circumstances.
- Glocalization: lokaal: zoals mckroket. Often, the best way to approach international
markets is not to adhere to one of the extreme strategies of globalisation or
localisation, but to opt for a ‘global commitment to a local vision’, or in other words
to ‘think global, but act local’ (glocalisation).
Powerpoint 2: H4 marcom planning
Situation analysis: why do we have to communicate?
- characteristics of the product (incl previous campaigns)
- characteristics of the context
market; evolution and market share,
competitors; characteristics and campaigns,
macro-environment; societal developments and unique opportunities for the product
in the market
● Products and brands to be communicated. What are their unique strengths and weak-
nesses, what is the unique selling proposition to be advanced, what could be the com-
munication platform, i.e. the arguments with which to convince the target group, etc.?
● Markets. What are the market size evolution, market shares, market segments, consumer
characteristics and behaviour, etc.?
● Competitors. Who are our competitors? What are their strengths and weaknesses, and
their (communication) strategies?
● Macro-environment. Elements of the PEST model may be relevant for a marketing com-
munications situation analysis: what are the Political and legal restrictions or regulations; the
Economic situation; Sociological concerns, such as advertising to children, and sus- tainable
production and consumption; Technological evolutions, such as new media and new
advertising formats, etc.?
, Targeting= On the basis of this analysis of attractiveness, the marketer will select a number
of target groups to focus on, based on their attractiveness and for which the company has
relevant strengths.
Positioning= can be defined as the way a product is perceived by the target group on
important attributes, the ‘place in the mind’ a product occupies relative to its competi- tors.
Positioning is a core element of marketing strategy and hence of marketing communica-
tions.
SWOT analysis: strengths, weaknesses, opportunities, threats
PEST (lijkt op destep) niet elke letter nodig, kijken welke letter is relevant voor jou?
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