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Notes de cours Action promo et publicitaire

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Course
Action promo et publicitaire

Institution
Toulouse II - Université Le Mirail

Dans ce document, je résume comment définir les cibles de la communication, la segmentation, les différents matrices, etc..... Cependant, il y aussi toutes une partie lié aux différents stratégies utilisés dans la publicité (star stratégy, insight, etc....) et les différents supports util...

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Uploaded on July 16, 2024
Number of pages 8
Written in 2023/2024
Type Class notes
Professor(s) Carole gauthier
Contains All classes

publicité
promotion des ventes
supports médiatiques
stratégie

Institution
Toulouse II - Université Le Mirail
Education
Commerce International
Course
Action promo et publicitaire

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Cours action promo + publicité

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1. Class notes - Notes de cours action promo et publicitaire
2. Class notes - Notes de cours action promo et publicitaire
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Actions promo et publicitaires

I) La démarche marketing

1. Marketing analytique/d’étude

→ PESTEL
→ Les 5 forces de Porter
→ etudes qualitatives/quantitatives
→ SWOT

2. Marketing stratégique

→ Segmentation
→ Ciblage —-> persona (profil de client type) = pour que tout le monde à la même
vision dans l’entreprise
→ Positionnement

3. Marketing opérationnel

→ Marketing mix, 4P, plan marketing/marchéage

II) Les objectifs de la communication

a. Les objectifs de la communication peuvent être regroupés en 3 catégories:

- Objectifs cognitifs : liés à la notoriété
- Objectifs affectifs : liés à l'image, à l’affect
- Objectifs conatifs : liés au comportement, à l’action

Les objectifs de communication et de commerce/marketing sont différents.

Modèle de Lavidge + Steiner

, Les modèles de la hiérarchie des effets

b. La matrice de Vaughn

Implication forte = ca vient du financier pour la 1

Implication domine sur la partie cognitif pour la 2

Notre image est en jeu pour la 4

Cognitif = Qui concerne l'acquisition des connaissances.
Conatif = La conation est un effort, une tendance, une volonté, une impulsion
dirigée vers un passage à l'action.

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