Ben je op zoek naar een heldere en overzichtelijke samenvatting van het vak Marketingcommunicatie? Deze samenvatting biedt een compleet overzicht van de belangrijkste theorieën, modellen en begrippen, speciaal samengesteld om je optimaal voor te bereiden op je tentamen. Alle essentiële onderwerpe...
,Inhoudsopgave
Hoofdstuk 1 : Marketing & Communicatie....................................................5
1.1 Inleiding..............................................................................................5
1.2 Ondernemingsplan & Marketingplan..................................................7
1.3 Marketingcommunicatieplan...............................................................9
1.4 Geïntegreerde marketingcommunicatie...........................................24
1.5 Uitvoering van de verschillende marketingcommunicatietaken.......25
Hoofdstuk 2 : Consumentengedrag............................................................28
2.1 Inleiding............................................................................................28
2.2 Proces bij de consument...................................................................29
2.3 Het beslissingsproces.......................................................................31
2.4 Motivatie...........................................................................................35
2.5 Persoonlijkheid & levensstijl.............................................................38
2.6 Informatieverwerking........................................................................39
2.7 Leren.................................................................................................42
2.8 Attitudes...........................................................................................43
2.9 Externe factoren...............................................................................46
Hoofdstuk 3 : Reclame...............................................................................50
3.1 Inleiding............................................................................................50
3.2 Doelen...............................................................................................52
3.3 Strategische keuzes..........................................................................55
3.4 Vormen.............................................................................................56
3.5 Media voor reclame..........................................................................61
3.6 Regelgeving......................................................................................63
Hoofdstuk 4 : Sales promotions.................................................................65
4.1 Inleiding............................................................................................65
4.2 Voor consumenten, tussenhandel of eigen verkoopstaf...................66
4.3 Uitwerking in subdoelen...................................................................67
4.4 Strategische keuzes..........................................................................68
4.5 Vormen.............................................................................................69
4.6 Media................................................................................................73
4.7 Regelgeving......................................................................................74
Hoofdstuk 5 : Interactiemarketing.............................................................75
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, 5.1 Inleiding............................................................................................75
5.2 Kenmerken van interactiemarketing.................................................76
5.3 Het belang van relaties creëren en onderhouden.............................77
5.4 Het belang van data.........................................................................78
5.5 Event driven communicatie..............................................................79
5.6 Inzet van interactieve media............................................................80
5.7 Persoonlijke verkoop.........................................................................84
5.8 Juridische aspecten...........................................................................86
Hoofdstuk 6 : Public relations.....................................................................87
6.1 Inleiding............................................................................................87
6.2 Doelgroepen.....................................................................................88
6.3 Doelen...............................................................................................89
6.4 Strategische keuzes..........................................................................90
6.5 Vormen.............................................................................................91
Hoofdstuk 7 : Winkelcommunicatie............................................................97
7.1 Inleiding............................................................................................97
7.2 Doelgroepen.....................................................................................98
7.3 Doelen...............................................................................................99
7.4 Strategische keuzes.....................................................................100
7.5 Vormen........................................................................................101
Hoofdstuk 8 : Evenementen.....................................................................105
8.1 Inleiding..........................................................................................105
8.2 Het evenement in de marketingcommunicatiemix.........................106
8.3 Vormen...........................................................................................107
8.4 Doelgroepen...................................................................................109
8.5 Doelen van evenementen...............................................................110
8.6 Meetbaarheid en effect van een evenement..................................111
8.7 Multimedia & crossmedia................................................................112
Hoofdstuk 9 : Sponsoring.........................................................................113
9.1 Inleiding..........................................................................................113
9.2 Doelen.............................................................................................114
9.3 Doelgroepen...................................................................................116
9.4 Strategische keuzes........................................................................117
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, 9.5 Vormen...........................................................................................118
9.6 Meten van sponsoring.....................................................................124
Hoofdstuk 10 : Mediaplanning.................................................................125
10.2 Kiezen voor een massamedium....................................................125
10.3 Mediastrategie & planning............................................................126
10.4 Media............................................................................................133
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