Marketing Communications
Universiteit Van Amsterdam
Spring 2021
, MantenteOAUAKEAEAFAUMREÍS
Product
Price In this class, we focus on the promotion element of the
a
Marketing mix: marketing mix. But keep in mind that in order to have a
Place successful marketing mix, all four Ps need to be there.
Promotion
Advertising
Pre-1990s: there were strong barriers between the elements.
Direct marketing
They were managed by different agencies, which often resulted
Promotional mix: Interactive/internet marketing in different messages.
Sales promotion
Publicity/PR IMC: integrated marketing communication combines all the
elements of the promotional mix to create a unified message.
Personal selling
Types of touch points: Unexpected
-Company created: you see a billboard for a product
or company
-Unexpected touch point: a friend tells you about a Customer-initiated
product by word of mouth Relative
-Intrinsic touch point: happens at any point during Impact
the buying process, you see product packaging or speak Intrinsic
to a representative in store
-Consumer initiated touchpoint: the consumer
reaches out to a brand for questions or complaints
Company-created
Beliefs in the power of advertising: Ability to control/influence
Strong theory: advertising leads to sales and persuaded people to buy brands.
Weak theory: advertising is only capable of gently judging or reminding consumers, rather than actually
persuading them.
How to define advertising: The advertising budget:
1923: “selling in print” - Judgemental method: as affordable as possible
2002: “a paid, mediated form of communication -Objective and task: eliminate objectives until they fit the
from an identifiable source, designed to budget.
persuade the receiver to take some action, now or -Measurement: adjust according to ROÍ.
in the future.” -Percentage of sales: % of last year and this year’s sales.
2016: “brand-initiated communication intent on -Competitive: match competitors’ budget.
impacting people.”
Universiteit Van Amsterdam
Spring 2021
, MantenteOAUAKEAEAFAUMREÍS
Product
Price In this class, we focus on the promotion element of the
a
Marketing mix: marketing mix. But keep in mind that in order to have a
Place successful marketing mix, all four Ps need to be there.
Promotion
Advertising
Pre-1990s: there were strong barriers between the elements.
Direct marketing
They were managed by different agencies, which often resulted
Promotional mix: Interactive/internet marketing in different messages.
Sales promotion
Publicity/PR IMC: integrated marketing communication combines all the
elements of the promotional mix to create a unified message.
Personal selling
Types of touch points: Unexpected
-Company created: you see a billboard for a product
or company
-Unexpected touch point: a friend tells you about a Customer-initiated
product by word of mouth Relative
-Intrinsic touch point: happens at any point during Impact
the buying process, you see product packaging or speak Intrinsic
to a representative in store
-Consumer initiated touchpoint: the consumer
reaches out to a brand for questions or complaints
Company-created
Beliefs in the power of advertising: Ability to control/influence
Strong theory: advertising leads to sales and persuaded people to buy brands.
Weak theory: advertising is only capable of gently judging or reminding consumers, rather than actually
persuading them.
How to define advertising: The advertising budget:
1923: “selling in print” - Judgemental method: as affordable as possible
2002: “a paid, mediated form of communication -Objective and task: eliminate objectives until they fit the
from an identifiable source, designed to budget.
persuade the receiver to take some action, now or -Measurement: adjust according to ROÍ.
in the future.” -Percentage of sales: % of last year and this year’s sales.
2016: “brand-initiated communication intent on -Competitive: match competitors’ budget.
impacting people.”
