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[Meer zien]Voorbeeld 4 van de 84 pagina's
Voorbeeld 4 van de 84 pagina's
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Door: mynorkadaza • 2 jaar geleden
Voorbeeld van de inhoud
InhoudsopgaveCH 1: Integrated communications .................................................................................................................... 2
CH 2: Branding ............................................................................................................................................... 16
CH 3: How marketing communications work .................................................................................................. 23
CH 4: Marketing communications planning .................................................................................................... 34
CH 5: Advertising ............................................................................................................................................ 46
CH 6: Media planning ..................................................................................................................................... 61
CH 12: Measuring campaign effectiveness (at the end) .................................................................................. 69
CH 13: Ethical issues in marketing communications ....................................................................................... 77
,CH 1: Integrated communications
Marketing and the instruments of the marketing mix
Marketing = the process of planning and executing the conception, pricing, promotion and
distributions of ideas, goods and services to create and exchange value, and satisfyindividual
and organizational objectives
In order to reach goals and objectives, companies pick the tools of the marketing plan.
Marketingcommunications is the most visible thing of marketing!
Instruments of the marketing mix
The 4 P’s = all what marketing is about
NOW: the 4 C’s = rom what the customer needs
4 Ps: inside-out, making a product, placing it somewhere and promoting it
4 Cs: from the customer’s point-of-view, products are not promoted, but communicated about
→ Offline and online (offline and online world are not separated, they are integrated)
The product has three layers:
1. Core product: unique benefit that is being marketed by focusing on the unique place in the mind
ofthe consumer (visualisation/summary of core benefit and associations it leads to)
2. Tangible product: product features, a certain level of quality available options, design
andpackaging (make a core benefit tangible)
3. Augmented product: gives the tangible product more value and customer appeal because it
includes prompt delivery, installation service, after-sales service, management of
complaints…(‘service layer’)
Price = only thing that does not cost anything
Price provides the resources to spend on production and marketing activities. However, good
marketingmostly means avoiding the price tool as much as possible.
List price = official price of a product (made attractive by discounts and incentives, down
payments, payment periods, interest rates…)
,Price cuts…: + attracting consumers
- losing margin and profit
Place
Distribution means the process of bringing the product from the production site to the customer: transporting,
keeping an inventory, selecting wholesalers and retailers…
Important: companies need to maintain a co-operation between the company and the distribution channel AND
find new ways to distribute products e.g. infomercials)
Promotion
Promotion is the most visible instrument of the marketing mix, because it involves instruments with which the
company communicates with target groups and stakeholders to promote their products/company.
The communications mix
Marketing communications spreads messages in order to get cognitive, attitudinal and behavioral responses.
Marketing communication…:
• can inform and persuade audiences
• can differentiate the offering from one company or brand from others
• can reinforce the relationship between an organization and its audiences
Promotion (communication) is online as well as offline, they are integrated.
Advertising
• One-to-many (mass) (<> online advertising: there is much more personalization)
• Monologue, somebody talks to you & you can only listen and not interact (<> online advertising)
• Paid, makes people skeptical. People are aware that advertising is just to persuade you (<> new hybrid
formats like product placement in e.g. Bond movies with champagne).
• Often long term, a lot of advertising works on the mind of people, instead of direct action. It takes a while
until it leads to actually buying the brand.
• Via intermediary effects = knowing, liking → buying
Online advertising basic logic is more or less the same, but here there are endless options; massive audience in
very short period of time, more measurable effects, define target groups in a very detailed way, more
personalization … but basic purposes are the same. Through; websites, advertising on websites, e-mail, social
media ads, mobile advertising
Brand activation radically different from advertising; it’s intended to change or impact the immediate behavior.
• Sales promotions = give people an incentive (sth for free, money, extra product, coupon …) to buy your
product
- Sales stimulation
- Incentive-based ex. Extra product, miles on a flight; you get something if you do something now
- Image destroying? Imagine: you advertise for a luxury car like Ferrari & you claim it’s the best car
on the planet and this week only you get a 10% discount = very bad idea, people need to buy a car
for its intrinsic values and not its price. It destroys the image you’ve built. Discounts lead to altering
the price perception of people. It makes people expect it is cheaper than it usually is.
▪ Stick to your brand and reputation, based on its intrinsic value.
, – Type of promotion – on a car you can give extra features as a present and this won’t alter the
price perception. So just be careful with what type of sales promotion you give.
– Type of reward
• In-store communications = everything you see on the shelf, on the shop floor, where products and people
meet; important location to activate the consumer!
• Experience marketing
- The art of creating an experience where the result is an emotional connection to a person, brand,
product or idea. Liking, or loving the brand.
- Field marketing, customer service, special events, product promotions, PR stunts...
- Creating connection through a designed emotive experience.
E.g. flagship stores, for instance Nike, M&Ms
Redbull ads on fuel nozzles. It’s communication in a way people
have to see it (it goes around banner-blindness, like toilet-
advertizing). Many people who buy gas at a highway are on a long
trip; don’t get tired, so it will appeal to people in that time & place.
This is what they want to read & people can buy it immediately in
the shop at the gas station. Plus, it’s a relatively cheap tool.
Direct marketing
• Direct mailing
• Telemarketing
• Catalogue selling, mostly by fashion brands.
• Increasingly online
• Personal, you know the names of the people on your mailing list.
• Measurable, send out 10.000 mails, …% clicks on it and buys sth. Clear link.
Public relations
• Mainly corporate communications tool – for banks, politicians …
• Building and maintaining goodwill and reputation
• Generate positive publicity
• Many stakeholders
Ex. Press releases, events
Sponsorship
• Cash or kind
• Return! Ex. Extra seats, visibility, etc.
• Strong imago carry over effects
• Mass communication, works on the longer term (like advertising)
• Match-up between brands (ex. Bank and football team)
Personal versus mass marketing communications
– Mass communication: television, outdoors ads (billboard)
– Personal: door-to-door salesman, online communication (in a certain way)
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