Een volledige samenvatting van het vak marketingcommunicatie. Bevat alle hoofdstukken, les nota's en gastlessen. Het is op een zeer gestructureerde manier samengevat waardoor het gemakkelijk is om te studeren. Deze samenvatting leren verhoogt zeker en vast je slaagkansen. Gemaakt semester 2: Academ...
,H1: GEÏNTEGREERDE COMMUNICATIE ......................................................................................................................................................16
1. Marketing en instrumenten vd marketingmix .................................................................................................................................... 16
1.1 Marketingplan ........................................................................................................... 16
4 P’s ................................................................................................................... 16
alternatief framework – 4C’s (Lautenborn, 1990) ............................................. 17
2. Communicatiemix ................................................................................................................................................................................................... 17
2.1 Persoonlijke communicatie en massacommunicatie ................................................ 17
2.2 Thema- en actiecommunicatie .................................................................................. 18
3. Integratie van marketingcommunicatie ................................................................................................................................................. 18
4.1 klantengerichtheid cruciaal ....................................................................................... 18
4.2 Contactpunten........................................................................................................... 19
4.3 Verschillen tss klassieke communicatie en IMC ........................................................ 19
4.4 onderzoek: IMC effectief omwille van herhalingseffect? .......................................... 20
4.4.1 Better together… ............................................................................................... 20
4.4.2 Belang van fit ..................................................................................................... 21
4.5 waarom is IMC effectief ............................................................................................ 21
4.6 HOE MEDIA KIEZEN? .................................................................................................. 22
4. Geïntegreerde marketingcommunicatie in ¹ culturen ................................................................................................................. 22
4.1 De rol van culturele verschillen ................................................................................. 22
4.2 Waardenmap Schwartz ............................................................................................. 23
4.3 Standaardiseren of aanpassen? ................................................................................ 23
4.4 Situaties die zich lenen voor een mondiale benadering ............................................ 23
5. Integratie van corporatie communicatie ................................................................................................................................................ 23
5.1 Corporate visie en missie, cultuur, persoonlijkheid en identiteit .............................. 24
5.2 Corporate imago en corporate reputatie .................................................................. 24
6. Enkele nieuwe vormen van marketingcomm ...................................................................................................................................... 25
7. Integratieniveaus ................................................................................................................................................................................................... 25
8. Obstakel voor geïntegreerde comm .......................................................................................................................................................... 25
10.1 Oorzaken van mislukking ........................................................................................... 26
9. het Geïntegreerde communicatieplan .....................................................................................................................................................26
10. samenvatting ............................................................................................................................................................................................................26
H2: MERKENBELEID ........................................................................................................................................................................................ 27
1 Merken ........................................................................................................................................................................................................................... 27
1.1 opposing view in consumer culture theory ............................................................... 27
1.2 Merk= geheel van betekenissen ................................................................................ 27
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, 1.3 Waarom zijn merken belangrijk voor consumenten? ............................................... 27
1.4 Goede merknaam? .................................................................................................... 27
1.5 merkcategorieën (3) .................................................................................................. 28
2 Succesvolle merken...............................................................................................................................................................................................29
2.1 innovaties .................................................................................................................. 29
3 Merkstrategieën ..................................................................................................................................................................................................... 30
3.1 Merkstrategieën bij bestaande producten binnen 1 merk ....................................... 30
3.2 Merkstrategieën bij nieuwe producten binnen 1 merk ............................................ 31
3.3 Merkstrategieën voor internationale merken ........................................................... 31
3.3.1 elementen die sterkst bijdragen aan PBG ......................................................... 31
3.4 Strategieën bij 2 merken ........................................................................................... 32
4 De merkenportefeuille........................................................................................................................................................................................ 32
5 Merkwaarde of brand equity .......................................................................................................................................................................... 32
5.1 Financiële merkwaarde ............................................................................................. 32
5.2 Merkwaarde vanuit consumentenperspectief .......................................................... 33
5.2.1 Sterke merken hebben… ................................................................................... 33
- een hoge merkenbekendheid ........................................................................................... 33
5.2.2 onderzoek: cool brands ..................................................................................... 33
5.3 Merkpersoonlijkheid ................................................................................................. 34
5.4 Merkgevoelens .......................................................................................................... 34
5.5 Merkloyaliteit (loyaliteitspiramide) ........................................................................... 34
6 brand love- merkloyaliteit ............................................................................................................................................................................... 35
7 merkgemeenschappen ....................................................................................................................................................................................... 35
7.1 online merkgemeenschappen ................................................................................... 36
8 Voordelen ve merkenbeleid ........................................................................................................................................................................... 36
8.1 voor de consument ................................................................................................... 36
8.2 voor de retailer .......................................................................................................... 36
8.3 Voor de producent: ................................................................................................... 36
9 Marketingcommunicatie en merkwaarde ............................................................................................................................................. 36
10 Brand stories ............................................................................................................................................................................................................. 37
10.1 onderzoek: brand stories in social media .................................................................. 37
11 samenvatting ........................................................................................................................................................................................................... 38
H3: HOE MARKETINGCOMM WERKT ......................................................................................................................................................... 39
1 inleiding ....................................................................................................................................................................................................................... 39
1.1 doel ht3 ..................................................................................................................... 39
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, 2 Hiërarchie van effecten ..................................................................................................................................................................................... 39
Low-involvement hierarchy-of-effects-model ................................................... 39
Experiential hierarchy-of-effects-model............................................................ 39
2.1 ACCA of DAGMAR ...................................................................................................... 40
2.2 Van AIDA naar AIDAR ................................................................................................ 40
Onderzoek: ........................................................................................................ 40
2.3 Het Foot-Cone-Belding-grid (FCB-grid) ...................................................................... 40
2.4 Rossiter-Percy-raster ................................................................................................. 41
2.5 Voor- en nadelen van hiërarchie-van-effecten-modellen ......................................... 42
3 Attitudevorming en -verandering ...............................................................................................................................................................42
4 Elaboration Likelihood-model (ELM-MODEL) ......................................................................................................................................42
4.1 Persuasion knowledge model (PKM) ......................................................................... 44
4.2 Reclamegeletterdheid of advertising literacy ........................................................... 44
4.3 onderzoek: Ad recognition stimuleren adhv ad disclosure ....................................... 45
4.4 Reclameverwerking bij kinderen ............................................................................... 45
4.5 Veranderingen in reclamecontext ............................................................................. 45
5 Grote verwerkingswssheid, cognitieve attitudevorming............................................................................................................ 46
5.1 Multiattribuutmodellen (3) ....................................................................................... 46
expectancy-value model (Fishbein-model) ....................................................... 46
Theory of Reasoned Action (TORA) ................................................................... 46
Theory of Planned Behaviour (TPB) ................................................................... 46
Zelfovertuiging................................................................................................... 47
Marketingcommunicatie en het TPB-model...................................................... 47
6 Kleine verwerkingswssheid, cognitivieve attitudevorming ...................................................................................................... 48
6.1 Heuristische beoordeling .......................................................................................... 48
7 Grote verwerkingswssheid, kleine affectieve attitudevorming ............................................................................................. 48
7.1 gevoelens-als-informatie-model ............................................................................... 48
8 Kleine verwerkingswssheid, affectieve attitudevorming ........................................................................................................... 48
8.1 Transfer van reclame, dual mediation model (Aad) .................................................. 48
8.2 Transfer van gevoelens.............................................................................................. 49
8.3 Emotionele conditionering ........................................................................................ 49
8.4 effect van blootstelling, Mere exposure effect ......................................................... 49
mere exposure en motorische interferenties.................................................... 49
9 Grote verwerkingswssheid, gedragsmatige attitudevorming ................................................................................................ 49
9.1 Ervaringsmodel, post-experience-model .................................................................. 50
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