Commerciële communicatie
De Vos Margot
1CMB
2021-2022
1
,Inhoudsopgave
A. INLEIDING......................................................................................................................................6
B. RECLAME.......................................................................................................................................8
B.1 HISTORIEK....................................................................................................................................8
B.2 DEFINITIE.....................................................................................................................................9
B.3 RECLAMEVORMEN..........................................................................................................................9
C. VERZENDER...................................................................................................................................9
D. ONTVANGER.................................................................................................................................9
E. BOODSCHAP..................................................................................................................................9
F. RECLAMEVORMEN.......................................................................................................................10
F.1 CREATIEF CONCEPT........................................................................................................................10
A. CREATIVITEIT IN RECLAME...........................................................................................................11
B. RECLAME APPEALS......................................................................................................................11
F.2 RATIONELE APPEALS......................................................................................................................12
F.3 EMOTIONELE APPEALS....................................................................................................................13
A. HUMOR.......................................................................................................................................13
B. EROTIEK.......................................................................................................................................14
C. WARMTE.....................................................................................................................................14
D. ANGST.........................................................................................................................................14
E. SHOCKTACTIEKEN........................................................................................................................14
F. MUZIEK........................................................................................................................................14
G. ENDORSER...................................................................................................................................14
G.1 NIEUWE RECLAMEFORMATS............................................................................................................15
A. PRODUCT PLACEMENT................................................................................................................15
2
,B. AMBIENT ADVERTISING...............................................................................................................15
C. NATIVE ADVERTISING..................................................................................................................15
D. CONTENTMARKETING EN STORYTELLING....................................................................................15
E. STEALTH ADVERTISING................................................................................................................16
F. BUZZMARKETING.........................................................................................................................16
F.1 IMPLEMENTATIE VAN EEN CAMPAGNE................................................................................................16
F.2 ADVERTEREN IN VERSCHILLENDE CULTUREN.........................................................................................17
A. TAAL............................................................................................................................................17
B. WAARDEN EN NORMEN..............................................................................................................17
C. RELIGIE........................................................................................................................................17
D. GEVOEL VOOR HUMOR...............................................................................................................17
E. DE ROLLEN VAN MAN EN VROUW...............................................................................................17
E.1 HOE RECLAME WERKT: STERKE EN ZWAKKE THEORIE..............................................................................18
E.2 OORZAKEN EN GEVOLGEN VAN DOOR RECLAME OPGEWEKTE IRRITATIE......................................................18
A. OORZAKEN IRRITATIE..................................................................................................................18
B. GEVOLGEN DOOR IRRITATIE DOOR RECLAME..............................................................................19
B.1 RECLAME EN MERKVERWARRING......................................................................................................20
C. ONLINE-COMMUNICATIE.............................................................................................................24
C.1 ECHTE INTERACTIVITEIT..................................................................................................................24
C.2 GROEIENDE BELANG VAN E-MEDIA....................................................................................................24
C.3 GROEIENDE BELANG VAN DIGITALE MARKETING...................................................................................25
C.4 DOELSTELLINGEN VOOR ONLINE COMMUNICATIE..................................................................................25
C.5 INSTRUMENTEN VAN ONLINE COMMUNICATIE......................................................................................26
A. WEBSITE......................................................................................................................................26
B. ZOEKMACHINEMARKETING.........................................................................................................27
C. ONLINE ADVERTEREN (DISPLAY ADVERTISING)...........................................................................28
3
, D. ONLINE EVENEMENTEN EN WEBINARS........................................................................................30
E. ADVERGAMES..............................................................................................................................30
F. VIRAL MARKETING.......................................................................................................................30
G. ONLINE MERKACTIVATIE.............................................................................................................30
H. E-MAILMARKETING.....................................................................................................................30
H.1 MOBIELE MARKETING....................................................................................................................31
H.2 SOCIAL MEDIA REVOLUTIE...............................................................................................................31
A. COLLABORATIEVE PROJECTEN.....................................................................................................32
B. BLOGS EN MICROBLOGS – VLOGS................................................................................................32
C. CONTENT COMMUNITIES............................................................................................................32
D. SOCIALNETWERKSITES................................................................................................................32
E. SOCIALNETWERKKANSEN VOOR MERKEN...................................................................................32
F. MERKACTIVATIE...........................................................................................................................33
F.1 INLEIDING...................................................................................................................................33
F.2 VERKOOPPROMOTIE......................................................................................................................33
A. HET STIJGENDE BELANG VAN VERKOOPPROMOTIES...................................................................33
A.1 CONSUMENTENPROMOTIES.............................................................................................................36
A. MONETAIRE INCENTIVES.............................................................................................................36
B. PRIJSVRAGEN, SWEEPSTAKES EN LOTERIJEN...............................................................................38
C. PRODUCTPROMOTIES..................................................................................................................39
C.1 HANDELSPROMOTIES.....................................................................................................................40
C.2 POINT OF PURCHASECOMMUNICATIE – POP COMMUNICATIE (POS COMMUNICATIE)..................................42
A. VERKOOPPUNT ALS ACTIVATIEMIDDEL.......................................................................................42
B. DOELSTELLINGEN VOOR WINKELCOMMUNICATIE.......................................................................42
4
De Vos Margot
1CMB
2021-2022
1
,Inhoudsopgave
A. INLEIDING......................................................................................................................................6
B. RECLAME.......................................................................................................................................8
B.1 HISTORIEK....................................................................................................................................8
B.2 DEFINITIE.....................................................................................................................................9
B.3 RECLAMEVORMEN..........................................................................................................................9
C. VERZENDER...................................................................................................................................9
D. ONTVANGER.................................................................................................................................9
E. BOODSCHAP..................................................................................................................................9
F. RECLAMEVORMEN.......................................................................................................................10
F.1 CREATIEF CONCEPT........................................................................................................................10
A. CREATIVITEIT IN RECLAME...........................................................................................................11
B. RECLAME APPEALS......................................................................................................................11
F.2 RATIONELE APPEALS......................................................................................................................12
F.3 EMOTIONELE APPEALS....................................................................................................................13
A. HUMOR.......................................................................................................................................13
B. EROTIEK.......................................................................................................................................14
C. WARMTE.....................................................................................................................................14
D. ANGST.........................................................................................................................................14
E. SHOCKTACTIEKEN........................................................................................................................14
F. MUZIEK........................................................................................................................................14
G. ENDORSER...................................................................................................................................14
G.1 NIEUWE RECLAMEFORMATS............................................................................................................15
A. PRODUCT PLACEMENT................................................................................................................15
2
,B. AMBIENT ADVERTISING...............................................................................................................15
C. NATIVE ADVERTISING..................................................................................................................15
D. CONTENTMARKETING EN STORYTELLING....................................................................................15
E. STEALTH ADVERTISING................................................................................................................16
F. BUZZMARKETING.........................................................................................................................16
F.1 IMPLEMENTATIE VAN EEN CAMPAGNE................................................................................................16
F.2 ADVERTEREN IN VERSCHILLENDE CULTUREN.........................................................................................17
A. TAAL............................................................................................................................................17
B. WAARDEN EN NORMEN..............................................................................................................17
C. RELIGIE........................................................................................................................................17
D. GEVOEL VOOR HUMOR...............................................................................................................17
E. DE ROLLEN VAN MAN EN VROUW...............................................................................................17
E.1 HOE RECLAME WERKT: STERKE EN ZWAKKE THEORIE..............................................................................18
E.2 OORZAKEN EN GEVOLGEN VAN DOOR RECLAME OPGEWEKTE IRRITATIE......................................................18
A. OORZAKEN IRRITATIE..................................................................................................................18
B. GEVOLGEN DOOR IRRITATIE DOOR RECLAME..............................................................................19
B.1 RECLAME EN MERKVERWARRING......................................................................................................20
C. ONLINE-COMMUNICATIE.............................................................................................................24
C.1 ECHTE INTERACTIVITEIT..................................................................................................................24
C.2 GROEIENDE BELANG VAN E-MEDIA....................................................................................................24
C.3 GROEIENDE BELANG VAN DIGITALE MARKETING...................................................................................25
C.4 DOELSTELLINGEN VOOR ONLINE COMMUNICATIE..................................................................................25
C.5 INSTRUMENTEN VAN ONLINE COMMUNICATIE......................................................................................26
A. WEBSITE......................................................................................................................................26
B. ZOEKMACHINEMARKETING.........................................................................................................27
C. ONLINE ADVERTEREN (DISPLAY ADVERTISING)...........................................................................28
3
, D. ONLINE EVENEMENTEN EN WEBINARS........................................................................................30
E. ADVERGAMES..............................................................................................................................30
F. VIRAL MARKETING.......................................................................................................................30
G. ONLINE MERKACTIVATIE.............................................................................................................30
H. E-MAILMARKETING.....................................................................................................................30
H.1 MOBIELE MARKETING....................................................................................................................31
H.2 SOCIAL MEDIA REVOLUTIE...............................................................................................................31
A. COLLABORATIEVE PROJECTEN.....................................................................................................32
B. BLOGS EN MICROBLOGS – VLOGS................................................................................................32
C. CONTENT COMMUNITIES............................................................................................................32
D. SOCIALNETWERKSITES................................................................................................................32
E. SOCIALNETWERKKANSEN VOOR MERKEN...................................................................................32
F. MERKACTIVATIE...........................................................................................................................33
F.1 INLEIDING...................................................................................................................................33
F.2 VERKOOPPROMOTIE......................................................................................................................33
A. HET STIJGENDE BELANG VAN VERKOOPPROMOTIES...................................................................33
A.1 CONSUMENTENPROMOTIES.............................................................................................................36
A. MONETAIRE INCENTIVES.............................................................................................................36
B. PRIJSVRAGEN, SWEEPSTAKES EN LOTERIJEN...............................................................................38
C. PRODUCTPROMOTIES..................................................................................................................39
C.1 HANDELSPROMOTIES.....................................................................................................................40
C.2 POINT OF PURCHASECOMMUNICATIE – POP COMMUNICATIE (POS COMMUNICATIE)..................................42
A. VERKOOPPUNT ALS ACTIVATIEMIDDEL.......................................................................................42
B. DOELSTELLINGEN VOOR WINKELCOMMUNICATIE.......................................................................42
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