Hoofdstuk 8: marketingcommunicatieinstrumenten
Martekingcommunicatiemix
= geheel van ingezette marketingcommunicatie-instrumenten waarmee
het bedrijf probeert zijn marketingcommunicatie- en reclamedoelstellingen te
verwezenlijken
- Instrumenten:
1. Reclame
2. Merkactivatie
3. Public relations (PR)
4. Persoonlijke verkoop
5. Sponsoring
6. Direct marketing
7. Online marketing
8. (instore communicatie) zit beetje verweven in de andere instrumenten dus
is geen volledig instrument
1. RECLAME
= bekende adverteerder, betalend, niet-persoonlijk massamedium met
een groot bereik
- Storytelling
- Guerrilla marketing: onverwachts of verassend, ludiek, interactief met
publiek, geen groot budget
2. MERKACTIVATIE
= stimulansen om de verkoop op korte termijn te verbeteren.
o Sales promotions (tijdelijke verbetering van de prijs-
waardeverhouding, bv korting)
Promotie bedoeld voor handelaar: trade promotions
Promoties bedoelt voor consument: consumer promotions
o Instore
Display, etalage,.. Voor snellere verkoop
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