Summary
Samenvatting Marketingcommunicatiestrategie. H: 11,13,14-21
- Course
- Institution
- Book
Nette gedetailleerde samenvatting van Marketingcommunicatiestragie. Hoofdstuk 11,13,14-21.
[Show more]
Connected book
Book Title:
Author(s):
- Edition:
- ISBN:
- Edition:
More summaries for
-
Summary Marketing Communication Strategy
1 review
By: anne221 • 3 year ago
Seller
Follow
maritverspuij
Reviews received
Content preview
Samenvatting Marketingcommunicatiestrategie.Ko Floor, Fred van Raaij, Margot Bouwman. 8 e editie.
Hoofdstukken: 11,13 en 14-21
Inhoud
Hoofstuk 11.......................................................................................................................................5
Fasen in creatieve ontwikkeling..........................................................................................................5
Briefing en debrief..............................................................................................................................5
Het grote idee.....................................................................................................................................7
Doorvertaling van het grote idee naar communicatie-uitingen..........................................................7
Zenden............................................................................................................................................8
Doen...............................................................................................................................................8
Geven.............................................................................................................................................9
Creatieve uitingen...........................................................................................................................9
Creativiteit..........................................................................................................................................9
Presentatie aan opdrachtgever..........................................................................................................9
Beoordelingscriteria.......................................................................................................................9
Bijsturen.......................................................................................................................................10
Uitvoering van een advertentie........................................................................................................10
Onderdelen van een advertentie..................................................................................................10
Hoofdstuk 13...................................................................................................................................10
Soorten communicatieonderzoek....................................................................................................10
Communicatiestrategieonderzoek...................................................................................................11
Achtergrondonderzoek.................................................................................................................11
Kwantitatief onderzoek................................................................................................................11
Kwalitatief onderzoek...................................................................................................................11
Conceptonderzoek...........................................................................................................................12
Pretest..........................................................................................................................................12
Proceseffecten opsporen..............................................................................................................12
Communicatie-uitingen selecteren...............................................................................................12
Plaatsingsfrequentie vaststellen...................................................................................................12
Externe validiteit...........................................................................................................................12
Pretestmethoden..........................................................................................................................13
Posttest.............................................................................................................................................13
Medium- en reclamebereik..........................................................................................................14
Verwerkingseffecten.....................................................................................................................14
Gedragseffecten...........................................................................................................................14
, Communicatie-evaluatieonderzoek..............................................................................................14
Hoofdstuk 14...................................................................................................................................14
Geschiedenis van de reclame...........................................................................................................14
De eerste reclamebureaus............................................................................................................15
Van massa naar individu...................................................................................................................15
Beleveniscommunicatie................................................................................................................15
Reclame die waarde toevoegt......................................................................................................16
Soorten reclame...............................................................................................................................16
Consumentenreclame..................................................................................................................16
Retailreclame................................................................................................................................16
Zakelijke reclame..........................................................................................................................16
Personeelsreclame.......................................................................................................................16
Collectieve reclame......................................................................................................................16
Reclamestrategie voor een internationaal merk..............................................................................17
Globale strategie..............................................................................................................................17
Adaptiestrategie...........................................................................................................................18
Differentiatiestrategie..................................................................................................................18
Lokale strategie............................................................................................................................18
Factoren voor de mate van standaardisatie.................................................................................18
Reclameplan.....................................................................................................................................18
Reclamedoelstellingen......................................................................................................................19
Mediumdoelstellingen..................................................................................................................19
Reclameprocesdoelstellingen.......................................................................................................19
Reclame-effectdoelstellingen.......................................................................................................19
Accountability...................................................................................................................................20
Onderzoek........................................................................................................................................20
Effie...................................................................................................................................................20
Hoofdstuk 15...................................................................................................................................20
Ontstaan van public relations...........................................................................................................20
Doelstellingen van public relations...................................................................................................20
Interne PR.....................................................................................................................................20
Externe PR....................................................................................................................................21
PR-specialismen................................................................................................................................21
Corporate PR................................................................................................................................22
Interne communicatie..................................................................................................................22
Financiële PR.................................................................................................................................22
, Public affairs.................................................................................................................................22
Marketing-PR................................................................................................................................23
Taken en werkwijze van public relations......................................................................................23
Taken van de PR............................................................................................................................23
Reputatiemanagement.....................................................................................................................24
Tactisch-defensief reputatiemanagement....................................................................................24
Tactisch-assertief reputatiemanagement.....................................................................................25
Strategisch-defensief reputatiemanagement...............................................................................25
Strategisch-assertief reputatiemanagement................................................................................25
Voorlichting......................................................................................................................................25
Hoofdstuk 16...................................................................................................................................25
Sponsoring........................................................................................................................................25
Nieuwe ontwikkelingen................................................................................................................25
Doelstellingen van sponsoring......................................................................................................25
Doelstellingen...............................................................................................................................25
Prestaties van beide partijen........................................................................................................26
Vijf soorten sponsoring.................................................................................................................26
Sponsoring van maatschappelijke projecten....................................................................................26
Sportsponsoring...............................................................................................................................26
Sponsoring van kunst, cultuur en amusement.................................................................................26
Sponsoring van onderwijs en wetenschap.......................................................................................27
Functies van sponsoring binnen de marketingcommunicatie...........................................................27
Meten van sponsoring effecten........................................................................................................28
Uitvoeringsplan................................................................................................................................28
Selectiecriteria..............................................................................................................................28
Integratie......................................................................................................................................29
Hoofdstuk 17...................................................................................................................................29
Promoties als marketingcommunicatie-instrument.........................................................................29
Promotieplan................................................................................................................................30
Verschillende soorten promoties..................................................................................................30
Consumentenpromoties...................................................................................................................30
Handelspromotie..............................................................................................................................31
Verkrijgen van handelssteun bij consumentenacties....................................................................31
Uitbreiden van aantal verkooppunten..........................................................................................31
Vergroten of verkleinen van handelsvoorraden...........................................................................31
Verbeteren van handelsrelaties....................................................................................................31
, Promoties voor verkoopstaf.............................................................................................................32
Promotiestrategieën.........................................................................................................................32
Tijdelijke prijskortingen................................................................................................................33
Refund en cash-back.....................................................................................................................33
Bonusverpakkingen......................................................................................................................33
Sampling en demonstraties..........................................................................................................34
Weggevers....................................................................................................................................34
Cadeaus met bijbetaling...............................................................................................................34
Spaaracties...................................................................................................................................34
Prijsvragen en wedstrijden...........................................................................................................35
Joint promoties.............................................................................................................................35
Doelstelling en strategie...............................................................................................................35
Onderzoek naar promoties...............................................................................................................35
Medewerking van de retail...........................................................................................................36
Deelname van de consument.......................................................................................................36
Voorwaarden voor een succesvolle promotie..............................................................................36
Synergie........................................................................................................................................36
Promoties binnen de marketing-communicatiemix..........................................................................36
Hoofdstuk 18...................................................................................................................................37
Direct marketing...............................................................................................................................37
Geschiedenis.................................................................................................................................37
Plaats van direct marketing..........................................................................................................37
Voordelen van de directe relatie......................................................................................................37
Media en vormen van direct marketing...........................................................................................37
Eigen middelen (klantenkaart, club).............................................................................................38
Geïntegreerde direct marketing...................................................................................................38
Gegevensbestanden.........................................................................................................................38
Financiële analyse en test.................................................................................................................39
Test...............................................................................................................................................39
Hoofdstuk 19...................................................................................................................................39
Vormen van winkelcommunicatie....................................................................................................39
Omzet en imago...........................................................................................................................40
Winkelinrichting...............................................................................................................................40
Winkelinrichting in fasen..............................................................................................................40
Impulsaankopen...........................................................................................................................41
Grotere budgetten........................................................................................................................41
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller maritverspuij. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $6.30. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
64438 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy study notes for 14 years now