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Summary h15 marketing
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All chapters belong together for a summary of the entire marketing subject taught by professor Nathalie Dens in the 1st year of the HI (B), tew and sew bachelor's degrees
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Marketing Nathalie DensConfiguring the Marketing Communications Mix
- MCM
= media, communication tools, messages
o 5 communication tools
Advertising, sales promotion, public relations (PR), direct marketing, personal
selling
o 4 forms of messages
Informational, emotional, user-generated content, branded content
o 3 types of Media
used primarily, not exclusively, to deliver messages to target audiences
Media fragmentation + audience fragmentation
Paid-for, owned, earned
o Different outcomes by reconfiguring the mix
key challenges is to find right mix of tools, messages, media that enable them to
reach/engage with their target audiences effectively and economically
Marketing tools
- Advertising
= any paid form of non-personal presentation and promotion of organizations, ideas, goods
or services by an identified sponsor
o Example
mass media advertising (television, radio, magazines, cinema…), billboards,
brochures, leaflets, package inserts, POP or POS displays
o Creative forms of advertising
advertorials, informercials, non-spot advertising, stealth advertising (product
placement), branded entertainment, free products in exchange for commercials,
advergames
o Pros
Efficient means for reaching large audience and to create buzz
Lot of control on message, on when message is broadcasted and to whom it
is being shown
Potential to both inform, remind, move and persuade and to build strong
brand equity
Possible to impact brand awareness, knowledge, image and sales
Easily linked to other communication formats (ex. web site)
o Cons
Impersonal, no direct feedback, incredibility
Often placed in a cluttered context, overall little attention
High absolute costs
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, Marketing Nathalie Dens
- Personal selling
= two-way flow of communication between buyer – seller designed to influence
person’s/group’s purchase decision, personal presentation by salesperson in attempt to build
relationship with client with goal of doing business at a certain point in time
o Example
sales presentations, sales meetings, incentive programmes, fairs and exhibitions, …
o Pros
Personal interaction => get to know customer, immediate feedback and
agility possible, persuasive, cultivates LT relations
Lot of control on message, on when message is said and to whom (more than
advertising: less wasted coverage)
Can give complex information
o Cons
Time intensive
High cost per customer
Strongly dependent on seller, potential for inconsistencies
- Public relations PR
= seeks to influence feelings, opinions, beliefs about an organization held by customers,
prospects, shareholders, suppliers, employees and other relevant publics
o Example
news, press releases, speeches, seminars, annual reports, social alliances, charitable
donations, CSR, publications, lobbying, …
o Pros
High credibility especially when customers don’t have much prior knowledge
Possible free publicity
Reach potential clients that avoid advertising/salespeople
Builds reputation and image
Supports launch or repositioning of products or brands
Buffer against crises
o Cons
Difficult to get media cooperation
Little control over content, target audience, time and place
Changing due to online channel => everyone can post news and contribute to
online discussions
Content marketing, native advertising,…
Not directly aimed at sales
Impact difficult to quantify
Publicity:
nonpersonal, indirectly paid presentation of an organization, product or service
Content marketing:
marketing strategy used to attract, engage, and retain an audience by creating and sharing relevant
articles, videos, podcasts and other media
Native advertising:
material in online publication which resembles publication's editorial content but is paid for by
advertiser and intended to promote advertiser's product
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