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Samenvatting gastcolleges marketingcommunicatie $4.78   Add to cart

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Samenvatting gastcolleges marketingcommunicatie

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Dit document bevat alle gastcolleges voor het vak marketingcommunicatie. Eigen notities, ppt en alle andere nodige info uit deze gastcolleges.

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  • December 21, 2019
  • 13
  • 2019/2020
  • Summary

2  reviews

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By: timbruylandt • 4 year ago

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By: jellemoisson1 • 4 year ago

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Gastcolleges
marketingcommunic
atie




2&3E BACHELOR TEW




VUB |

, Gastcolleges Marketing Communicatie
TBWA
Marketing Effectiveness ~ Günther van Lany (strategic director TBWA groups
Brussels)
Algemeen
250 WN
Werken voor ab-inbev, delhaize, …
Departement Gunther => zoekt naar manieren om inzichten van consumenten te verkrijgen
Vele rpijzen gewonnen met hun campagnes

1) Hoe maak je effectieve reclame?
 Je moet voorbij de ‘bullshit’ meter geraken
 Alles is tegenwoordig ook concurrentie voor reclamebedrijven (zelfs sociale media met hun memes)

 Met juiste inzicht, kan je de cultuur naar je hand zetten
 TBWA methodologie -> Disruptie => bouwen zij reclame-ideeën mee
 Zoeken naar ongeschreven regels v/h spel => daarop inspelen

Disruptie roadmap




1 2 3

Markt vb: Delhaize https://www.youtube.com/watch?v=isdWTHu6dnA
Delhaize verloor marktaandeel => opl: meedoen aan prijzenoorlog? => werkte niet
Echte opl: Moesten key audience aanspreken (families met kinderen -> kopen meer)
Zijn bewuster van budget & gezondheid

1 Ouders & kinderen educatief aanleren wat gezond is

3 Gezonde voeding!!

2 Healthy veggies
Strategie; kijken naar hoe kinderen kijken naar groenten => antwoord: tovergroenten
Resultaat: sales, marktaandeel, imago, … namen toe => Prijs mee gewonnen

Ander vb; Telenet
1% meer marktaandeel per jaar, maar teveel investering in marketing
Lukt niet door te agressieve marketing, jaarlijkse prijsverhoging, …
 Mesnen geloofdenn iet in hun campagnes & slogans
 TBWA probeerde hun slogan waar te maken
Resultaat: hoger marktaandeel & toename in net promotion score

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