Extensive summary/lecture notes of the Marketing Communication course for the MSc Business Administration elective at the University of Amsterdam. Easy to understand, designed for you to ace your exam even at the very last minute! Note: the reading summaries are not included, however, they were inc...
Week 1
-Marketing communications: describe all the promotional elements of the marketing mix
which involve the communications between an organization and its target audiences on all
matters that affect marketing performance. It can be understood through the
comprehension of the communications process.
-On average a consumer sees around 5000 marketing communication messages each day.
That’s why it’s important to try and break through all this noise.
-There are 4 main components of the communication process:
1. Sender: originator of the message
2. Message: the actual information and impressions that the sender wishes to
communicate
3. Media: the vehicles or channels used to communicate the message
4. Receivers: the people who receive the message
-Attention needs to be paid to:
The vast amount of promotional messages a consumer receives each day.
Noise
Feedback
The way audiences perceive and interpret the message:
o Open messages
o Contemporary audiences: people who communicate differently than others.
Ex. when Meta went down in 2021 every brand tweeted “hello everyone” etc.
as this is the humor contemporary audiences would expect.
It could be problematic because you only understand the inside joke if
you’re part of a certain group.
-Communications decision process:
1. Marketing strategy
2. Positioning statement
3. Communication decisions
a. Identify target audience
b. Set communications objectives
c. Create message
d. Select promotional mix
e. Set promotional budget
4. Execute IMC strategy
5. Evaluate IMC strategy
,-Target marketing communications strategies:
Mass marketing: treating everyone the same way. Broad-brush, unfocused attempt
to appeal to an entire market with one basic marketing strategy
Segmented-customized: the division of the marketplace into distinct subgroups or
segments. Ex. women/men
Niche marketing: concentrating all marketing efforts on a small but specific and well-
defined market. Ex. luxury holiday abroad
Micromarketing:
o Local marketing: involves tailoring brand and promotions to the needs and
wants of local markets. Ex. Oktoberfest in Germany
o Individual marketing: entails the products and marketing programs being
tailored to the needs and references of individual customers. Ex. HSBC
Premier account, you’ll be special in a group.
-Further segmentation for contemporary consumer markets:
Post-modern audiences:
o Cynical
o Skeptical towards marketing communications’ claims
o Resistant towards mainstream marketing communications’ techniques
Brand communities:
o Are specialized, non-geographically bound communities, based on a
structured set of social relations among admirers of a brand.
o Exhibit shared consciousness, rituals and traditions and a sense of moral
responsibility.
Online communities:
o Are groups of people that primarily interact via communication media such as
newsletters, email, online social networks or instant messages rather than
face to face, for social, professional, educational or other purposes.
-The need for integrated marketing communications:
Marcoms affect greater companies’ marketing performance if all the elements are
integrated into a unified whole and work in harmony or synergy with each other.
Conflicting messages from different sources or promotional approaches can confuse
company or brand images. They need to be consistent.
-Marcoms is important because:
It is a core component of the dialogue between customers and the organization.
It raises awareness, communicates the value of the offering and stimulates purchase.
It is an important means of creating intangible value (brand personality).
Supports and adds synergy to the overall business and marketing strategy.
-With great power comes with responsibility: social responsibility of marcoms:
An organization’s obligation to maximize its positive impact and minimize its negative
impact on society.
Issues:
o Consumerism
o Covert (hidden) marketing (product placement)
o Targeting vulnerable groups
o Stereotyping
, Marketing ethics:
-Improving ethical behavior in an organization can result in:
Enhancing public reputation
o Social media engagement
o Viral campaigns
Increase in market share
Increase cost (of the product, you would pay extra for a premium organic brand)
Increase revenue
Increase savings and profits
o Customer loyalty
o Customer preferences
The Cognitive Paradigm:
Focuses on the individual’s thought processes when making a decision.
Sees consumer choice as problem-solving and decision-making sequence of
activities, the outcome of which is determined by the buyer’s intellectual functioning
and rational, goal-directed processing of information.
Views buyer as an intelligent, rational thinking and problem solving individual who
stores and evaluates sensory inputs to make a reasoned decision.
Ex. when you stand in front of a PB isle, all the thought processes you have in order
to make a decision on which one to buy. “I like crunchy more than smooth, I like AH
brand more than Calve etc.”.
Buyers compare and evaluate alternative brands in relation to their purposes and
aims
If a consumer don’t have perfect knowledge of all alternative products total set
If a consumer is only aware (positive or negatively) of a proposition of the products
available awareness set.
If consumer reduces what they know to a smaller manageable set before making a
decision evoked set.
o This is the aim, because consumer chooses to buy from this set.
Cognitive Models:
1. Problem recognition: a stimulus from the environment triggers information
processing from which a consumer perceives a need.
2. Information search: the consumer collects information to aid in the satisfaction of
the need
3. Evaluation of alternatives: process of problem solving, which will be affected by a
range of influences
4. Purchase
5. Post-purchase evaluation: consumption will be followed by an evaluation to
determine whether the need was satisfied or not.
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