Garantie de satisfaction à 100% Disponible immédiatement après paiement En ligne et en PDF Tu n'es attaché à rien
logo-home
Summary Marketing Communications A European Perspective €5,49   Ajouter au panier

Resume

Summary Marketing Communications A European Perspective

10 revues
 392 vues  54 fois vendu
  • Cours
  • Établissement
  • Book

Summary of "Marketing Communications: A European Perspective" 6th edition, chapters 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 13 & 14. Some models of the book included. Suitable for pre-master students C&B or IBC or first-year bachelor students Communication and Information Sciences or International Busin...

[Montrer plus]

Aperçu 4 sur 67  pages

  • Non
  • All chapters except ch. 12
  • 16 janvier 2020
  • 67
  • 2019/2020
  • Resume

10  revues

review-writer-avatar

Par: manondv4 • 1 année de cela

review-writer-avatar

Par: anoesjkaraateland • 2 année de cela

review-writer-avatar

Par: sterrrelangezaal • 2 année de cela

review-writer-avatar

Par: esmeebosman • 3 année de cela

reply-writer-avatar

Par: jasmindrinkenburg • 3 année de cela

Thanks!

review-writer-avatar

Par: DB1999 • 3 année de cela

Traduit par Google

rwina square so

review-writer-avatar

Par: lizdv • 3 année de cela

reply-writer-avatar

Par: jasmindrinkenburg • 3 année de cela

Thanks :)

review-writer-avatar

Par: mathieuvaneeckhout • 3 année de cela

reply-writer-avatar

Par: jasmindrinkenburg • 3 année de cela

Traduit par Google

Thank you!

Afficher plus de commentaires  
avatar-seller
Marketing Communications summary

Contents
Week 1...................................................................................................................................................2
Chapter 1: Integrated communications..............................................................................................2
Week 2...................................................................................................................................................8
Chapter 3 (78-90): How marketing communications work.................................................................8
Chapter 4: Marketing communications planning..............................................................................11
Week 3.................................................................................................................................................21
Chapter 2: Branding..........................................................................................................................21
Chapter 5: Advertising......................................................................................................................26
Week 4.................................................................................................................................................34
Chapter 6: Online communication....................................................................................................34
Chapter 7: Media planning...............................................................................................................39
Week 5.................................................................................................................................................44
Chapter 8: Brand activation..............................................................................................................44
Chapter 9: Direct marketing.............................................................................................................47
Chapter 10: Public relations..............................................................................................................52
Chapter 11: Sponsorship..................................................................................................................56
Week 6.................................................................................................................................................61
Chapter 13: Measuring campaign effectiveness...............................................................................61
Chapter 14: Ethical issues in marketing communications.................................................................64




1

,Week 1
Chapter 1: Integrated communications
Marketing  the process of planning and executing the conception, pricing, promotion and
distribution of ideas, goods and services to create and exchange value, and satisfy individual and
organizational objectives.
The tools of the marketing plan have to be decided, given the marketing objectives and goals, the
target segments and the market positions that has to be defended. These instruments are
traditionally divided into the 4 P’s or the 4 C’s. Instruments for the marketing mix:




Product consists of 3 layers:
 Core product  unique benefit being marketed; the unique place/position in the mind of the
consumer
 Tangible (tastbaar) product  translation of the core product, by a certain level of quality,
available options, design and packaging.
 Argumented product  gives the tangible product more value and more customer appeal;
‘service layer’, e.g. fast delivery, installation service, after sales service and management of
complaints
Promotion/communication  the most visible instrument; all instruments by means of which the
company communicates with its target groups and stakeholders to promote its products or the
company as a whole.

The communications mix
 Advertising  non-personal mass communication using mass media (TV, radio, newspapers,
magazines, billboards, banners, pre-roll ads in online videos), the content of which is
determined and paid by for a clearly identified sender (the company)
 Brand activation  integration of all available communications means in order to activate
consumers. The tool is used to build brands through interaction with target audiences; it
brings a brad to life through creating brand experience (bijv. Proefritje in een auto)
o Sales promotions  sales-stimulating campaigns (price cuts/coupons/loyalty
programmes/free samples)
 Point-of-purchase communications  communications at the point of purchase/sales (in
store communications; displays, store layout)
 Online communications  interactive communication with customers and stakeholders
(banners, video ads, social media)
 Direct marketing communications  personal and direct communication with customers
and potential clients/prospects (personalized brochures, direct mailings, telemarketing)


2

,  Sponsorship  an investment in cash or kind in an activity, in return for the exploitable
commercial potential associated with this activity (transactional)
 Public relations  all of the communications of the company with its audiences or
stakeholders (belanghebbenden). Press conferences should generate publicity; impersonal
mass communications in mass media, is not paid for by a company and the content is written
by journalists (negative publicity is also possible)
 Trade fairs  B2B; to contact prospects, users and purchasers

Personal communications  the marketing message is directed to certain known and individually
addressed persons (online communication, brand activation, direct marketing).
Mass communications  the marketing message is directed to a number of receivers who can’t be
identified, using mass media to reach a broad audience (advertising, online communication, point-of-
purchase, sales promotion, public relations, sponsorship)

The practical implications of the selection mix depend on the situation and the creative
implementation and execution of the communications instruments.

Marketing communications instruments can also be differentiated between:
 Image or theme communications  to create a positive image about a brand of product, by
telling the target group something about these (mass media advertising).
 Action communications  influence buying behaviour of target groups, and persuade the
consumer to purchase the product; primary goal is to stimulate purchases.


Integrated marketing communications  a concept of marketing communication planning that
recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of
communication disciplines (e.g. general advertising, direct response, sales promotion and public
relations and combines these disciplines to provide clarity, consistency and maximum
communication impact. Perspective of the recipient: traditional marketing & promotions &
web/social media  integrated marketing  consistency (all instruments work in the same
direction) and synergy (the effects of the tools are mutually reinforcing).

The marketing mix and integrated marketing communications:




3

, Traditional communications strategies  based on mass media delivering generalized transaction-
orientated messages
Integrated communications  more personalized, customer-orientated, relationship-based and
interactive

Integrated communications  the integration of formerly specialized communications functions
into one organizational system that conveys a consistent set of messages to all target audiences.

Integrating marketing communications across cultures
International marketing communications management has to operate in a different environment
with different demographic, economic, geographic, technological, political and legal conditions.
Marketing communications can be localized (adapted) or globalized (standardization/integration).
 Adaption/localization  different information for different countries; elements of the
communication strategy are adapted to local circumstances (e.g. Nescafé) (Advantages: ad
and brand more appealing to local consumers,
 Standardization/globalization/integration  understandable for the whole world,
everywhere the same (e.g. j’adore dior) (Advantages: cost reduction through economies of
scale, easy, global image creation/global brand identity (Examples: Nivea, L’Oréal)
 Glocalization  global commitment to a local vision; think global, act local

Culture (according to Hofstede)  the collective programming of the mind which distinguishes the
members of one group or category of people from those of another. Marketing communication
managers have to understand cultural differences to succeed in international communications.
Self-reference criterion  our unconscious tendency to refer everything to our own cultural values.
The marketer has to avoid the self-reference mistake.

Some products can be sold to similar target groups across countries (e.g. high educated young people
are very similar, whether they are French, Italian, German or American). These groups are (in
general) more open-minded, less culturally bound, more receptive to international media, have more
international contacts and/or go abroad more often. Examples of successful campaigns in this
category: Marlboro, Levi’s, Coca-Cola, perfume ads and airline campaigns. Luxury products are
targeted at upper-class people who buy thus for the status; only the status has to be communicated,
the product information hasn’t; these appeals are easier to standardize. Also, products with a
country-of-origin appeal can be more easily globalized (Belgium – Chocolate, France – Wine, Japan –
Technology). Advertisements with a country-of-origin positioning use a global approach.
Corporate communications  the management instrument to coordinate internal and external
communication in such a way that allows for an organization to acquire and retain the desired
reputation with the most important target groups/stakeholders. It’s the visualization of corporate
identity. Main focus: create image and attitudes towards the organization.
3 main objectives:
1) To define a corporate identity that is in line with corporate strategy
2) To reduce the gap between the desired identity and the image of the company
that exists with its target groups
3) To organize and control the implementation of all the communications efforts of
a company

Corporate personality  the values held by personnel within the organization; the collective,
commonly shared understanding of the organization’s distinctive values and characteristics.

4

Les avantages d'acheter des résumés chez Stuvia:

Qualité garantie par les avis des clients

Qualité garantie par les avis des clients

Les clients de Stuvia ont évalués plus de 700 000 résumés. C'est comme ça que vous savez que vous achetez les meilleurs documents.

L’achat facile et rapide

L’achat facile et rapide

Vous pouvez payer rapidement avec iDeal, carte de crédit ou Stuvia-crédit pour les résumés. Il n'y a pas d'adhésion nécessaire.

Focus sur l’essentiel

Focus sur l’essentiel

Vos camarades écrivent eux-mêmes les notes d’étude, c’est pourquoi les documents sont toujours fiables et à jour. Cela garantit que vous arrivez rapidement au coeur du matériel.

Foire aux questions

Qu'est-ce que j'obtiens en achetant ce document ?

Vous obtenez un PDF, disponible immédiatement après votre achat. Le document acheté est accessible à tout moment, n'importe où et indéfiniment via votre profil.

Garantie de remboursement : comment ça marche ?

Notre garantie de satisfaction garantit que vous trouverez toujours un document d'étude qui vous convient. Vous remplissez un formulaire et notre équipe du service client s'occupe du reste.

Auprès de qui est-ce que j'achète ce résumé ?

Stuvia est une place de marché. Alors, vous n'achetez donc pas ce document chez nous, mais auprès du vendeur jasmindrinkenburg. Stuvia facilite les paiements au vendeur.

Est-ce que j'aurai un abonnement?

Non, vous n'achetez ce résumé que pour €5,49. Vous n'êtes lié à rien après votre achat.

Peut-on faire confiance à Stuvia ?

4.6 étoiles sur Google & Trustpilot (+1000 avis)

80364 résumés ont été vendus ces 30 derniers jours

Fondée en 2010, la référence pour acheter des résumés depuis déjà 14 ans

Commencez à vendre!
€5,49  54x  vendu
  • (10)
  Ajouter