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Samenvatting marketing communication 2024
- Cours
- Marketing communication
- Établissement
- Universiteit Gent (UGent)
Samenvatting 2024 inclusief leerpad en te kennen guest lecture
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Samenvatting marketing communicatie 2024-2025CHAPTER 1: INTEGRATED MARKETING COMMUNICATIONS
Advertising
1) Media advertising
Potential customer cannot respond directly
2) Direct response and interactive advertising
- Direct response: customer is urged to respond immediately and directly to
advertiser
- Interactive: includes an element of feedback
3) Place advertising
Eg. Billboard
4) Point of purchase advertising (POP)
On a location where a purchase can, be made
Eg. Radio in store
Programmatic advertising: automates ad inventory by software algorithms
-automated bidding process and personalized ads
guest lecture Sementis
Promotions
1)Trade promotions: B2B context
Retailers get promotions from companies’ e.g. Bulk discount
2) Promotion as form of communication e.g. Samples
,Event marketing and sponsorship
Event marketing is organized with the goal to communicate
Sponsorship sponsors an event that does not originate from the company eg. Football
match
Publicity: Impersonal mass communication content written by journalists,
not paid for.
Public relations: third party validated communication to create and maintain
goodwill.
Personal selling: close contact between a seller and potential buyer.
Experiental marketing: creates an experience where the result is an emotional
connection. Eg. Test drives
Brand activation: interaction with target audiences by creating brand
experiences. Eg. Sales promotions, experiental marketing, in store
communication.
Above and below the line communications
Above the line= theme communication: general TV advertising or sponsorships
Below the line= action communication: stimulate purchase and immediate behavior by
for example offering sales promotions=> Call to action must be easy.
Below the line communications are more targeted to specific persons for enhancement of
direct sales
Push and pull communictions
Push strategy: Distribution channel partners target the sellers eg. Store
shelves, salespersons
Pull strategy: build demand with end consumers so that their desire for the
product brings them to the point of sale.
,Uni-Directional communication: from the company to the consumer
Bi-D: forum that allows for consumer response
Multi-D: firm communicates with consumers who then communicate with each other
(C2C) => creating consumer generated advertising
Why integrate marketing communications?
-demand for audience’s attention has outpaced supply
-emergence of new non traditional media
- integrated marketing can create points of difference
-fragmentation of traditional advertising
How to integrate marketing communications?
1) Consistency: all marketing instruments have to work in the same direction
and not conflict with each other.
2) Synergy: mutually reinforcing eg. Salesteam has an easier job when the
company is well known thanks to the marketing team.
Corporate image: stakeholder’s perception about an organization, not consistent
with the corporate identity.
Problem integrating across cultures: SRC: self-reference criterion => refers to our
unconscious tendency to refer everything to our own cultural values.
Glocalization; think global, act local.
, EXAMPLE EXAM QUESTIONS
Consistency is when
a) All the marketing mix instruments are designed in such a way that the effects of
the
tools are mutually reinforcing.
b) All marketing instruments work in the same direction and not conflict with each
other.
c) Answers a) and b).
d) None of the above answers
Which statement is correct?
a) Below the line communications are targeted at a selective group. => in the
syllabus: more targeted at a selective group so not always
b) Action communications are used solely to stimulate purchases.
Het kan ook andere doelen dienen zoals het vergroten van de naamsbekendheid of
het verbeteren van de merkperceptie en koopgedrag.
c) Personal communications evoke high attention levels
Personal communications do gather more attention and people are more
inclined to notice them given that the creative implementation and execution
d) Theme communications are also known as below the line communications.
Theme communication= above the line communication.
What are the main concerns in a cross-cultural communications context?
-Gender roles
̶Values and attitudes
̶Non-verbal language
̶Verbal language
̶Sense of humour
̶Religion
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