SAMENVATTING MARKETINGCOMMUNICATIE 2019-2020 UGENT
HOOFDSTUK 1: GEÏNTEGREERDE MARKETINGCOMMUNICATIE ....................................................... 8
1.1. MARKETING EN DE INSTRUMENTEN VAN DE MARKETINGMIX.............................................................................8
1.2. DE COMMUNICATIEMIX .......................................................................................................................................8
1.3. PERSOONLIJKE COMMUNICATIE EN MASSACOMMUNICATIE ..............................................................................9
1.4. THEMA -EN ACTIECOMMUNICATIE ......................................................................................................................9
1.5. INTEGRATIE VAN MARKETINGCOMMUNICATIE ...................................................................................................9
De stadia in de imc-filosofie....................................................................................................................................10
Contactpunten ........................................................................................................................................................10
Consistentie of samenhang in marketingcommunicatie (MC) ................................................................................11
Communicatie vanuit de consument ......................................................................................................................11
De implementatie van IMC .....................................................................................................................................12
Verschillen tussen klassieke communicatie en imc .................................................................................................12
Onderzoek herhalingseffect ....................................................................................................................................12
Onderzoek product placement ...............................................................................................................................12
Belang van fit (Neijens & Voorveld, 2015 RESEARCH) ............................................................................................13
Waarom is IMC effectief? (Neijens & Voorveld, 2015 Research) ............................................................................13
Hoe media kiezen?..................................................................................................................................................14
1.6. GEÏNTEGREERDE MARKETINGCOMMUNICATIE IN ANDERE CULTUREN ..............................................................14
De rol van culturele verschillen ...............................................................................................................................14
Standaardiseren of aanpassen? .............................................................................................................................14
Glocaliseren ............................................................................................................................................................15
Standaardiseren ‘merkhardware’ vs. ‘merksoftware’ ............................................................................................15
1.7. INTEGRATIE VAN CORPORATE COMMUNICATIE ................................................................................................ 15
Corporate visie en missie, cultuur, persoonlijkheid en identiteit ............................................................................15
Corporate symboliek ...............................................................................................................................................16
Corporate gedrag ...................................................................................................................................................16
Corporate imago en corporate reputatie ...............................................................................................................16
1.8. FACTOREN IN DE ONTWIKKELING VAN IMC EN CORPORATE COMMUNICATIE ................................................... 17
1.9. INTEGRATIENIVEAUS.......................................................................................................................................... 18
1.10. OBSTAKELS VOOR GEÏNTEGREERDE COMMUNICATIE ........................................................................................ 18
HOOFDSTUK 2: MERKENBELEID .................................................................................................... 19
2.1. MERKEN .............................................................................................................................................................19
Opposing view in Consumer Culture Theory ...........................................................................................................19
Tastbare en ontastbare associaties ........................................................................................................................19
Een goede merknaam + merkelementen ................................................................................................................20
Waarom zijn merken belangrijk voor consumenten? .............................................................................................20
2.2. MERKCATEGORIEËN ........................................................................................................................................... 20
2.3. HUISMERK VS FABRIEKSMERK ........................................................................................................................... 20
2.4. SUCCESVOLLE MERKEN ...................................................................................................................................... 21
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, 2.5. MERKSTRATEGIEËN ............................................................................................................................................21
Merkstrategieën bij bestaande producten binnen één merk..................................................................................22
Merkstrategieën bij nieuwe producten binnen één merk .......................................................................................22
Merkstrategieën voor internationale merken ........................................................................................................22
Strategieën bij 2 merken (Dual branding) ..............................................................................................................23
2.6. DE MERKENPORTEFEUILLE ................................................................................................................................. 23
2.7. MERKWAARDE (BRAND EQUITY) ....................................................................................................................... 24
De financiële merkwaarde ......................................................................................................................................24
De merkwaarde volgens de consument (Customer Brand Equity) .........................................................................24
2.8. DE VOORDELEN VAN EEN MERKENBELEID ......................................................................................................... 27
2.9. MARKETINGCOMMUNICATIE EN MERKWAARDE ...............................................................................................28
2.10. BRAND STORYTELLING ....................................................................................................................................... 29
HOOFDSTUK 3: HOE MARKETINGCOMMUNICATIE WERKT ............................................................ 30
3.1. DE HIERARCHIE VAN EFFECTEN .......................................................................................................................... 30
Het FCB grid ............................................................................................................................................................31
Voor- en nadelen van hiërarchie-van-effecten-modellen .......................................................................................32
3.2. ATTITUDEVORMING EN -VERANDERING ............................................................................................................ 32
3.3. HET ELABORATION LIKELIHOOD-MODEL (VERWERKINGSWAARSCHIJNLIJKHEIDSMODEL) .................................32
3.4. GROTE VERWERKINGSWAARSCHIJNLIJKHEID, COGNITIEVE ATTITUDEVORMING ............................................... 34
Multiattribuutmodellen ..........................................................................................................................................34
Zelfovertuiging ........................................................................................................................................................36
3.5. KLEINE VERWERKINGSWAARSCHIJNLIJKHEID, COGNITIEVE ATTITUDEVORMING ............................................... 36
Heuristische beoordeling: .......................................................................................................................................36
3.6. GROTE VERWERKINGSWAARSCHIJNLIJKHEID, AFFECTIEVE ATTITUDEVORMING ................................................ 37
Affect-als-informatie ..............................................................................................................................................37
3.7. KLEINE VERWERKINGSWAARSCHIJNLIJKHEID, AFFECTIEVE ATTITUDEVORMING ................................................ 37
Transfer van reclame ..............................................................................................................................................37
Emotionele conditionering......................................................................................................................................37
Mere exposure ........................................................................................................................................................38
3.8. GROTE VERWERKINGSWAARSCHIJNLIJKHEID, GEDRAGSMATIGE ATTITUDEVORMING ......................................38
Het post-experience-model.....................................................................................................................................38
Marketingcommunicatie vóór en ná ervaring ........................................................................................................38
3.9. KLEINE VERWERKINGSWAARSCHIJNLIJKHEID, GEDRAGSMATIGE ATTITUDEVORMING ...................................... 39
Bekrachtigingsmodel Ehrenberg.............................................................................................................................39
Routinematig responsgedragsmodel:.....................................................................................................................39
3.10. HET PERSUASION KNOWLEGDE MODEL .............................................................................................................39
Persuation knowledge specifiek voor reclame........................................................................................................39
Experiment: Ad recognition stimuleren adhv ad disclosure....................................................................................40
Reclamewerking bij kinderen..................................................................................................................................40
Veranderingen in reclamecontext ..........................................................................................................................40
3.11. HET EFFECT VAN COMMUNICATIE IN HET DIGITALE TIJDPERK ........................................................................... 40
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,HOOFDSTUK 4: MARKETINGCOMMUNICATIEPLANNING ............................................................... 41
4.1. SITUATIEANALYSE .............................................................................................................................................. 41
4.2. SEGMENTATIE, DOELGROEPBEPALING EN POSITIONERING ................................................................................42
4.3. MARKTSEGMENTATIE ........................................................................................................................................ 42
Algemene criteria ...................................................................................................................................................42
Afgeleide criteria ....................................................................................................................................................43
Gedragsmatige segmentatie ..................................................................................................................................43
4.4. VEREISTEN VOOR EFFECTIEVE SEGMENTATIE ..................................................................................................... 43
4.5. DOELGROEPBEPALING .......................................................................................................................................44
Strategieën voor doelgroepbepaling ......................................................................................................................44
De juiste doelgroepen kiezen ..................................................................................................................................44
Segmentatie en doelgroepbepaling........................................................................................................................45
Meerdere segmenten aanspreken ..........................................................................................................................45
4.6. DOELSTELLINGEN VAN MARKETINGCOMMUNICATIE ......................................................................................... 46
1. Categoriebehoeften ontwikkelen........................................................................................................................47
2. Merkbekendheid: herkenning en herinnering.....................................................................................................47
3. Merkkennis .........................................................................................................................................................47
4. Merkattitude.......................................................................................................................................................47
5. Koopintentie .......................................................................................................................................................48
6. Aankoopondersteuning ......................................................................................................................................48
7. Aanschaf .............................................................................................................................................................48
8. Tevredenheid ......................................................................................................................................................48
9. Merkloyaliteit .....................................................................................................................................................48
Evaluatie van het dagmar-model ...........................................................................................................................48
ATR Model (Jones & Ehrenberg) .............................................................................................................................49
RACE model ............................................................................................................................................................49
4.7. PRODUCTIELEVENSCYCLUS................................................................................................................................. 49
1. introductie ..........................................................................................................................................................50
2. Groei ...................................................................................................................................................................50
3. Volwassenheid ....................................................................................................................................................50
4. Neergang ............................................................................................................................................................50
4.8. CAMPAGNEBUDGET ........................................................................................................................................... 50
4.9. DE INVLOED VAN HET COMMUNICATIEBUDGET OP DE OMZET ......................................................................... 51
4.10. STAS MODEL VAN JONES ................................................................................................................................... 51
4.11. BUDGETTERINGSMETHODEN .............................................................................................................................51
Marginale analyse ..................................................................................................................................................52
Inertie .....................................................................................................................................................................52
Willekeurige toekenning .........................................................................................................................................52
Sluitpostmethode....................................................................................................................................................52
Omzetpercentagemethode .....................................................................................................................................52
Pariteitenmethode ..................................................................................................................................................52
Taakstellende methode ..........................................................................................................................................53
4.12. FACTOREN DIE HET BUDGET BEÏNVLOEDEN ....................................................................................................... 53
4.13. BUDGETTERING VOOR NIEUWE MERKEN EN PRODUCTEN ................................................................................. 54
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, 4.14. COMMUNICATIESTRATEGIEËN ........................................................................................................................... 54
Positioneringsstrategieën .......................................................................................................................................54
Een Positioneringsstrategie ontwikkelen ................................................................................................................55
Boodschap en Creatieve strategie ..........................................................................................................................55
HOOFDSTUK 5: RECLAME.............................................................................................................. 56
5.1. RECLAMEVORMEN .............................................................................................................................................56
De verschillende reclamevormen ............................................................................................................................56
5.2. CREATIEF CONCEPT ............................................................................................................................................56
Creativiteit in reclame ............................................................................................................................................56
Reclameappeals......................................................................................................................................................58
5.3. RATIONELE APPEALS .......................................................................................................................................... 58
Vergelijkende reclame: ...........................................................................................................................................58
5.4. EMOTIONELE APPEALS .......................................................................................................................................59
Humor .....................................................................................................................................................................59
Erotiek.....................................................................................................................................................................59
Warmte: Vriendschap, empathie, liefde, affectie,… ...............................................................................................60
Angst: Nadruk leggen op risico’s: ...........................................................................................................................60
Shocktactiek = extreme angstappeal ......................................................................................................................60
Schaamte ................................................................................................................................................................60
Muziek ....................................................................................................................................................................60
5.5. ENDORSERS ....................................................................................................................................................... 61
Source Credibility Model: ........................................................................................................................................61
Source Attractiveness Model: .................................................................................................................................61
Balans Theory (Heider): ..........................................................................................................................................61
Product Match Up Hypothesis: ...............................................................................................................................61
Meaning Transfer Model (McCracken) ...................................................................................................................61
Influencer marketing ..............................................................................................................................................61
Social ads - friend endorsements ............................................................................................................................61
5.6. NIEUWE RECLAMEVORMEN ............................................................................................................................... 62
5.7. DE IMPLEMENTATIE VAN DE CAMPAGNE........................................................................................................... 62
5.8. ADVERTEREN IN VERSCHILLENDE CULTUREN ..................................................................................................... 63
Taal .........................................................................................................................................................................63
Waarden en normen ...............................................................................................................................................63
Religie .....................................................................................................................................................................63
Gevoel voor humor .................................................................................................................................................63
De rollen van man en vrouw ...................................................................................................................................63
De culturele dimensies van hofstede ......................................................................................................................64
5.9. HOE RECLAME WERKT: STERKE EN ZWAKKE THEORIE ........................................................................................65
5.10. OORZAKEN EN GEVOLGEN VAN DOOR RECLAME GEWEKTE IRRITATIE ............................................................... 65
Oorzaken van irritatie .............................................................................................................................................65
Gevolgen van irritatie door reclame .......................................................................................................................65
5.11. RECLAME EN RECLAMEVERWARRING ................................................................................................................66
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,HOOFDSTUK 6: ONLINE COMMUNICATIE ...................................................................................... 67
6.1. HET GROEIENDE BELANG VAN INTERNET ........................................................................................................... 67
De ontwikkeling van online reclame .......................................................................................................................67
6.2. DOELSTELLINGEN VOOR ONLINE COMMUNICATIE ............................................................................................. 67
6.3. INSTRUMENTEN VAN ONLINE COMMUNICATIE ................................................................................................. 67
De website ..............................................................................................................................................................68
Zoekmachinemarketing ..........................................................................................................................................68
Online adverteren ...................................................................................................................................................68
Online evenementen en web(sem)inars .................................................................................................................69
Advergames ............................................................................................................................................................69
Viral marketing .......................................................................................................................................................70
Online merkactivatie ..............................................................................................................................................70
Emailmarketing ......................................................................................................................................................70
6.4. MOBIELE MARKETING ........................................................................................................................................71
6.5. DE SOCIALMEDIAREVOLUTIE .............................................................................................................................. 71
Sociale netwerkkansen voor bedrijven ...................................................................................................................72
6.6. ONLINE RELATIEMARKETING.............................................................................................................................. 72
Personalisatie .........................................................................................................................................................72
HOOFDSTUK 7: MEDIAPLANNING ................................................................................................. 73
7.1. HET MEDIAPLANNINGSPROCES .......................................................................................................................... 73
7.2. MEDIADOELSTELLINGEN .................................................................................................................................... 73
Frequentie ...............................................................................................................................................................73
Bereik en weging ....................................................................................................................................................75
Continuïteit .............................................................................................................................................................75
Kosten .....................................................................................................................................................................75
7.3. MEDIA SELECTEREN ........................................................................................................................................... 77
Criteria voor de mediamix ......................................................................................................................................77
7.4. DE MEDIACONTEXT ............................................................................................................................................ 79
Het belang van congruentie tussen context en reclame.........................................................................................79
Valentie van de contextrespons ..............................................................................................................................80
7.5. LES JAN ALGOED ................................................................................................................................................ 80
Competition-driven vs story-driven (hands-on-digital) ...........................................................................................80
Hoe pakken competitie-gedreven bedrijven hun communicatie aan? ...................................................................81
Hoe pakken verhaal-gedreven bedrijven hun communicatie aan? ........................................................................81
HOOFDSTUK 8: MERKACTIVATIE ................................................................................................... 82
8.1. CONTEXT + INSTRUMENTEN MERKACTIVATIE .................................................................................................... 82
8.2. VERKOOPPROMOTIE .......................................................................................................................................... 82
Het groeiende belang van verkooppromotie ..........................................................................................................82
doelgroepen van verkooppromoties .......................................................................................................................83
Doelstellingen van distributie- en consumentenpromoties ....................................................................................83
Doelstellingen van handelspromoties.....................................................................................................................83
Doelstellingen van verkoopafdelingpromoties .......................................................................................................83
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, 8.3. CONSUMENTENPROMOTIES .............................................................................................................................. 84
Incentives belangrijke rol factor voor ad value .......................................................................................................85
8.4. HANDELSPROMOTIES.........................................................................................................................................85
8.5. POINT-OF-PURCHASECOMMUNICATIE (POP) ..................................................................................................... 86
Verkooppunt als communicatiemiddel ...................................................................................................................86
Doelstellingen van POP-communicatie ...................................................................................................................86
Doelgroepen van POP-communicatie .....................................................................................................................86
POP-communicatiemiddelen ..................................................................................................................................86
Rol personeel bij pop ..............................................................................................................................................87
Winkelatmosfeer ....................................................................................................................................................87
8.6. MERKERVARING................................................................................................................................................. 87
Doelstellingen en dimensies van experiential marketing .......................................................................................88
HOOFDSTUK 9: DIRECT MARKETING ............................................................................................. 89
9.1. DIRECT MARKETING ALS MARKETINGCOMMUNICATIE-INSTRUMENT ............................................................... 89
9.2. DOELSTELLINGEN VAN DIRECT MARKETING ....................................................................................................... 89
Directe verkoop.......................................................................................................................................................89
Ondersteuning van de verkoop en distributie .........................................................................................................90
Direct marketing als communicatie-instrument .....................................................................................................90
9.3. MEDIA EN INSTRUMENTEN VOOR DIRECT MARKETING .....................................................................................90
Niet-adresseerbare media: direct-responsreclame ................................................................................................90
Adresseerbare media ..............................................................................................................................................91
9.4. DATABASEMARKETING ...................................................................................................................................... 92
De vijf stappen van databasemarketing .................................................................................................................92
Privacy ....................................................................................................................................................................93
9.5. RELATIEMARKETING .......................................................................................................................................... 94
Klantloyaliteit .........................................................................................................................................................94
HOOFDSTUK 11: SPONSORING...................................................................................................... 95
11.1. SPONSORING: WAT IS HET, EN WAT IS HET NIET? .............................................................................................. 95
11.2. HOE SPONSORING WERKT ................................................................................................................................. 95
11.3. ONTWIKKELINGEN IN SPONSORING ................................................................................................................... 96
11.4. DOELGROEPEN ...................................................................................................................................................96
11.5. DOELSTELLINGEN ............................................................................................................................................... 97
11.6. SPONSORINGVORMEN....................................................................................................................................... 97
Event-related sponsoring ........................................................................................................................................98
Programmasponsoring (‘non-spot advertising’) .....................................................................................................98
Sponsoring van goede doelen ...............................................................................................................................100
Ambush marketing ...............................................................................................................................................100
11.7. SELECTIECRITERIA ............................................................................................................................................ 100
11.8. BUDGETTEN ..................................................................................................................................................... 101
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,HOOFDSTUK 12: METEN VAN CAMPAGNE-EFFECTIVITEIT ............................................................. 101
12.1. RECLAME-ONDERZOEK..................................................................................................................................... 101
12.2. PRETESTING ..................................................................................................................................................... 101
Interne evaluatie...................................................................................................................................................102
Tussenliggende communicatie-effecten ...............................................................................................................102
Gedragstests .........................................................................................................................................................103
De beperkingen van pretesting.............................................................................................................................104
12.3. POSTTESTING ................................................................................................................................................... 104
Meting van blootstelling aan reclame ..................................................................................................................105
Meting van de invloed van communicatie ............................................................................................................105
Gedrag ..................................................................................................................................................................105
Beperkingen van posttesting ................................................................................................................................106
12.4. CAMPAGNEBEOORDELING ............................................................................................................................... 106
12.5. EFFECTIVITEIT METEN VAN ONLINE COMMUNICATIE....................................................................................... 107
Effectiviteit van de website...................................................................................................................................107
Social media meten ..............................................................................................................................................107
12.6. DE EFFECTIVITEIT VAN VERKOOPPROMOTIES .................................................................................................. 107
12.7. DE EFFECTIVITEIT VAN DIRECT MARKETING ..................................................................................................... 108
12.8. DE EFFECTIVITEIT VAN PUBLIC RELATIONS ....................................................................................................... 108
12.9. DE EFFECTIVITEIT VAN SPONSORING ............................................................................................................... 108
HOOFDSTUK 13: MARKETINGCOMMUNICATIE EN ETHISCHE KWESTIES ........................................ 109
13.1. MARKETINGCOMMUNICATIE EN ETHIEK .......................................................................................................... 109
Is marketingcommunicatie ethisch aanvaardbaar? .............................................................................................109
13.2. ETHISCHE BESLUITVORMINGSMODELLEN EN REGELS ...................................................................................... 109
13.3. ETHISCHE KWESTIES ......................................................................................................................................... 110
Stereotypering ......................................................................................................................................................110
Controversiële reclameboodschappen (= shock advertising)................................................................................110
Sluikreclame..........................................................................................................................................................110
Kwetsbare groepen als doelgroep gebruiken .......................................................................................................111
13.4. HET OP ETHISCHE WIJZE GEBRUIKEN VAN MARKETINGCOMMUNICATIE-INSTRUMENTEN .............................. 111
Public relations .....................................................................................................................................................111
Reclame ................................................................................................................................................................112
Direct marketing ...................................................................................................................................................112
Verpakkingen ........................................................................................................................................................112
Verkooppromotie ..................................................................................................................................................112
13.5. REGULERING VAN MARKETINGCOMMUNICATIEPRAKTIJKEN ........................................................................... 112
Zelfregulering van marketingcommunicatiepraktijken ........................................................................................113
De gedragscodes van de Internationale Kamer van Koophandel (ICC).................................................................113
De European Advertising Standards Alliance (EASA) ............................................................................................113
De EU-pledge ........................................................................................................................................................113
13.6. MAATSCHAPPELIJK VERANTWOORD ONDERNEMEN (MVO / CSR) ................................................................... 114
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,HOOFDSTUK 1: GEÏNTEGREERDE MARKETINGCOMMUNICATIE
1.1. MARKETING EN DE INSTRUMENTEN VAN DE MARKETINGMIX
Marketing = “het bedenken, waarderen, promoten en distribueren van ideeën, goederen en diensten, ten einde waarde
te creëren en uit te wisselen en de doelstellingen van de klant en de organisatie te realiseren”.
Een marketingplan wordt uitgewerkt op basis van marketingdoelstellingen, de doelmarkten, en de gewenste marktpositie.
Hiervoor worden de 4 P’s van de marketingmix gebruikt. Aangezien deze echter te veel uit gaan van een “push-
perspectief” (vanuit organisatie), ontstond er ook een tegenganger: de 4 C’s (die uitgaan van een “pull-perspectief”, dus
vanuit de klant).
4 P’s 4 C’s
Product 3 lagen: Customer needs:
1. Kernproduct welke behoeften -en wensen
Unieke marktvoordeel voorziet product voor de klant
2. Tastbaar product
Kenmerken, kwaliteit, opties, ontwerp, verpakking
3. Uitgebreid product
Servicelaag bovenop tastbare, zoals het tijdig
bezorgen en afhandeling klachten
Prijs Catalogusprijs = “officiële prijs” Cost to the customer:
Met kortingen of incentives kan product aantrekkelijker hoe ervaart de klant de kost in
gemaakt worden prijs, tijd en moeite
o Nadelen:
Kleine winstmarge
Klant gewend aan kortingen
stimuleert merkswitching
Niet verenigbaar met opbouwen van een
sterke marktpositie
Kan merkimago schaden
Plaats en distributie Transport Convenience:
Onderhouden van voorraden Hoe verkrijgt de klant het
Kiezen van groot- en detailhandels product, bv. Koopgemak
Selecteren van verkooppunten en assortiment
Promotie = marketingcommunicatie Communication:
Alle middelen waarmee organisatie met Hoe ervaart en participeert de
doelgroepen en stakeholders communiceert om klant de communicatie
zijn product/bedrijf te promoten
1.2. DE COMMUNICATIEMIX
Reclame (H5) Merkactivatie (H8)
Winkelcommunicatie (H8) Public relations (H10 – niet te kennen)
Handelsbeurzen (H8) Direct marketing (H9)
Verkooppromoties (H8) Sponsoring (H11)
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, 1.3. PERSOONLIJKE COMMUNICATIE EN MASSACOMMUNICATIE
Persoonlijke communicatie: boodschap is direct op persoon gericht
Massacommunicatie: door middel van massamedia, gericht op niet apart te identificeren personen
Grenzen vervagen bv. Chatbots, AI, persoonlijk gerichte advertenties
1.4. THEMA -EN ACTIECOMMUNICATIE
Thema -en imagocommunicatie Actiecommunicatie
(above-the-line) (below-the-line)
Koopgedrag beïnvloeden
Merkbekendheid -en voorkeur vergroten
Overhalen om een product aan te schaffen
Tevredenheid
(bv. via goede call-to-action knop/acties)
Loyaliteit
Through-the-line: 360 graden communicatie, combinatie van de 2
Themacommunicatie steeds belangrijker focus op merk in plaats van product
1.5. INTEGRATIE VAN MARKETINGCOMMUNICATIE
Geintegreerde marketingcommunicatie (IMC) gaat vooral om het versturen van een consistente boodschap naar alle
doelgroepen via alle contactpunten en communicatiekanalen. IMC vertrekt vanuit de consument, waardoor er effectieve
communicatie ontstaat. Het is een strategisch bedrijfsproces gebaseerd op gedetailleerde klanteninformatie.
Waarom werd het zo belangrijk?
Consument staat nu meer centraal
Jaren ’80: andere instrumenten winnen aan belang
Shift naar digitale media en fragmentatie publiek
Ad Avoidance
Efficiënter -> kostenbesparend
One look, one voice!
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