Summary
Marketing Communicatie and the Consumer HC samenvatting
- Course
- Institution
Uitgebreide samenvatting van de HC's van het vak Marketing Communication and the Consumer
[Show more]
1 review
By: saschavleeuwen • 2 year ago
Seller
Follow
Annedewerker
Reviews received
Content preview
Marketing Communication & the consumer – Hoorcollege 1Integrated Marketing Communications (IMC) evolution:
For many years: advertising via mass media, dominant form of marketing communications
1980’s characterized by arrival of new disciplines such as public affairs, PR, direct marketing
and sales promotion
o All the disciplines communicated in a different way with the audience. If you do this,
your imago is not consequent
Since 1980s marketing communications integration of disciplines (such as PR, direct sales,
direct marketing)
o Synergy of disciplines plays a different rol in Return on Investment (ROI). The
benefits of this combination were discovered.
Try to coordinate all promotial elements/ marketing activities that communicate with
customers!
IMC (integrated marketing communications)
Strategic business process to plan, develop, execute and evaluate brand communication
programs
o Addectief model, het is geen statisch model. Er kwam een behoefte om alle
onderdelen op te nemen in de marketingstrategie.
o Evaluate all communication programs and determine the most useful way of
communication how to reach your target; to identify most effective ways of
communication
o Big picture on building strong brands + Combine every sort of media type
o Enabling marketers to create a consistent and unified image
Changing media consumption worldwide
For example: consumption pattern of media (the average media consumption, minutes per day).
Budget from offline online
Verschuiving van marketingcommunicatie: veel gaat online. Omdat veel merken op deze
manier gaan communiceren, moeten merken eruit springen om zodoende op te vallen
Trend van de micro-marketing.
Niet alleen uit paid search of advertenties op de tijdlijn
Een belangrijke ontwikkeling is location based marketing
o Location based marketingtechniek: bijvoorbeeld, wanneer je langs een locatie
loopt, een advertentie te zien krijgt van een winkel in de buurt. Bijvoorbeeld in
winkelgebieden.
, Four basic touch points (=contact) with stakeholders or consumers
Company created touch points: door een organisatie gecreeerde touchpoints. Bijvoorbeeld
communicatie via een eigen website of social media-accounts. ( advertising, branded
entertainment, point of purchase, packaging)
Intrinsic touch points: de contactmomenten die consumenten hebben in het sales proces.
Bijvoorbeeld contact met verkooppersoneel. Als marketeer kun je hier weinig controle over
hebben. (advice)
Consumer-initiated touch points: contacten die klanten hebben met klantenservice via
telefoon of social media-accounts. Deze worden goed gemanaged.
Unexpected touch points: deze zijn het gevaarlijkst voor een merk. Het gaat hier veelal om
UGC. Deze contactpunten zijn desastreus voor een merk wanneer het niet goed gemanaged
wordt. Hoe kunnen deze worden gemanaged? – unplanned communication touchpoints
(review websites, WoM)
Contact points: control vs. impact
How much impact and how much control you have over this communication?
Planned company-related touch point a lot of control but don’t have a lot of impact.
Unexpected touchpoints a lot of impact but they are hard to control by the brand.
The benefits of buying summaries with Stuvia:
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
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
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 Annedewerker. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $5.46. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
80364 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy study notes for 14 years now