Exam (elaborations)
Creative agency, jaar 2, gehele verslag.
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Dit document omvat de verantwoording van creative agency en het marketing communicatie plan.
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alysaklous2003
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1,Voorwoord
In dit document wordt beschreven hoe Creative Target de marketingcommunicatie zal
uitvoeren. Het proces omvat het uitvoeren onderzoek en het toepassen van diverse
marketingstrategieën. Met als resultaat heeft Creative Target een plan kunnen opstellen
voor de marketing en communicatie met betrekking tot de geproduceerde video’s.
Binnen dit plan zijn verschillende doelstellingen opgezet, die als meetinstrument dienen om
de effectiviteit van de video’s te meten. Deze doelstellingen zullen ons in staat stellen om
nauwlettend bij te houden in hoeverre de video's bijdragen aan het behalen van onze
doelen. Door deze gestructureerde aanpak streven we naar een succesvolle uitvoering van
de marketingcommunicatie.
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, Inhoudsopgave
.................................................................................................................................................................. 1
Voorwoord................................................................................................................................................. 2
1. Marketingcommunicatie strategie ...................................................................................................... 4
1.1 Uitwerking marketing P’s ...................................................................................................................... 4
1.2 SWOT-analyse........................................................................................................................................ 5
1.3 Confrontatie matrix ............................................................................................................................... 6
1.4 Marketingdoelstelling ........................................................................................................................... 6
2. Communicatie doelgroep ................................................................................................................... 7
2.1 Segmentatie criteria .............................................................................................................................. 7
2.2 Persona .......................................................................................................................................................... 8
3. Communicatiedoelstelling.................................................................................................................. 8
4. Mediamix .......................................................................................................................................... 9
4.1 Twee communicatiemiddelen visueel uitgewerkt ............................................................................... 10
4.2 Paid owned earned media ........................................................................................................................... 11
5. Content planning en budget ............................................................................................................. 13
5.1 Communicatie matrix .......................................................................................................................... 13
5.2 Planning ....................................................................................................................................................... 13
5.3 Budget .......................................................................................................................................................... 13
Bibliografie............................................................................................................................................... 14
Bijlage 1: .................................................................................................................................................. 16
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