Inhoud
Les 1: 13/02/19 IMC ................................................................................................................................ 2
Les 2 19/02/19 how does marcom work................................................................................................. 7
Les 3 20/02/19 macron planning .......................................................................................................... 13
Les 4 26/02/19: Media plan .................................................................................................................. 24
Les 5 27/02/19 advertising .................................................................................................................... 36
Les 6 06/03/19: direct marketing .......................................................................................................... 46
Les 7 20/03/19: other communication tools......................................................................................... 53
Les 8 24/04/19: Brand management..................................................................................................... 62
Exam: ..................................................................................................................................................... 72
1
, SV: COMMUNICATION
Les 1: 13/02/19 IMC
Advertising/commercials
• The cancer fondation: protection against the sun
• John lewis: man on the moon
• Coca-cola (christmas, name)
• Greenpeace
• Duracell
Integrated Marketing Communication:
An approach to achieving the communication objectives through a well-coordinated use of different
communication tools that are intended to reinforce each other.
The communication plan
An integrated communication plan consists of:
1. Situation analysis, market research, marketing goals: why? (= strategic marketing plan)
a. Know your competitors, customers,…
2. Target groups: who? (S T P)
3. Communication obtjectives: what do we want to achieve?
4. Instruments, techniques, channels and media: how and where?
a. Humor, warmth, christmas, print ad, tv,…
5. The Creative Idea
a. Printing your own name on a coca cola bottle
6. Budget: How much?
7. Planning: when?
8. Measuring the results: how effective was the campaign
a. Brand awareness, boost sale
Ex: cancer fondation
1. inform people to protect their skin
2. young girls
3. that young girls would protect their skin
4. pr, tv commercial
5. midnight switch
6. very expensive: 50-60000 euro (→ got it for 20000)
7. /
8. they didn’t measure the effects
2
,stages in IMC development
Start with strategic keep optimazing go back
Elements of the marketing mix
• Marketeer → marketing plan
o Marketing goals
o Target markets
o Desired market position (market leader / challenger)
• Elements of the marketing mix = 4 P’s
Product Channel (place)
Quality Physical/virtual coverage
Features assortments
Brand locations
Packaging inventory
Service logistics
Pricing Promotion
List price Advertising
Discounts Sales promotion
Volume pricing Personal selling
Communication mix = 4th P of the marketing mix
• Direct marketing, Social media
• Public Relations, Personal Sales
• Events & Fairs, In-store communication
• Advertising & media, Sales promotions
• Sponsoring, Digital marketing (→ digital marketing class)
3
, Above the line Below the line
• Brand awareness • Buying behavior
• Brand preference • Media?
• Customer satisfaction
• Loyalty
• Media?
Get potential customers to know who you are & Action, show them to buy now
loyal customers to come back
Ex: personal sale, direct marketing, a
Ex: tv, radio, massmedia, coca cola light → smartphone for €1
brand awarness
Traditional (1 way) Today’s (2 way/interactive)
• Focus on acquisition (transactions) • Focus on retention (relations)
• Mass communication • Selective communication
• Monologue • Dialogue
• Aggressive • Informative
• Effect through repetition • Effect through relevance
• Attitude change • Satisfaction
• Based on mass media • Based on customer
People weren’t able to give feedback or react → now they can on social media
It is cheaper to keep a customer than to acquire a new one
Have to make strategic choices
What is IMC?
Communication tools that were previously used separately
• e.g. - advertising by Marketing dpt
- direct mailings to prospects by Sales dpt
- press releases by PR dpt
- social media by an agency
are now combined and create a synergy
→ Marketing department does everything
4
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