MARKETINGCOMMUNICATIE STRATEGIE
INHOUD
Hoofdstuk 1: GEïNTEGREERDE MARKETINGCOMMUNICATIE (IMC) ................................................ 5
1.1. inleiding ........................................................................................................................................ 5
1.2. marketing en de instrumenten van de marketingmix.................................................................. 5
1.2.1. product .................................................................................................................................. 5
1.2.2. prijs ........................................................................................................................................ 5
1.2.3. plaats ..................................................................................................................................... 6
1.2.4. promotie ................................................................................................................................ 6
1.2.5. van 4 p’s naar ‘ C’s ................................................................................................................. 6
1.3. de communicatiemix .................................................................................................................... 6
1.3.1. persoonlijke communicatie en massacommunicatie ............................................................ 8
1.3.2. thema- en actiecommunicatie .............................................................................................. 9
1.4. integratie van marketingcommunicatie ....................................................................................... 9
hoofdstuk 2: segmentatie, targeting, positionering (STP) ............................................................. 11
2.1. doelgroepen ............................................................................................................................... 11
2.2. Segmentatie ............................................................................................................................... 12
2.2.1. wat is segmentatie .............................................................................................................. 12
2.2.2. segmentatiecriteria ............................................................................................................. 12
2.2.3. segment profielen ............................................................................................................... 14
2.2.4. aantrekkelijkheid van segmenten ....................................................................................... 14
2.3. targeting ..................................................................................................................................... 14
2.4. positionering............................................................................................................................... 15
2.4.1. wat is positionering ............................................................................................................. 15
2.4.2. benefit laddering ................................................................................................................. 16
2.4.3. positioning statement ......................................................................................................... 18
2.4.4. positioneringsfouten ........................................................................................................... 18
hoofdstuk 3: doelstellingen ........................................................................................................ 19
3.1. doelstellingen bepalen ............................................................................................................... 19
3.1.1. Hiërarchie: ondernemings-, marketing- en communicatiedoelstellingen .......................... 19
3.1.2. communicatiedoelstellingen (p van promotie) ................................................................... 20
3.1.3. stadia in de productlevenscyclus......................................................................................... 25
Hoofdstuk 4: creatief proces ....................................................................................................... 26
4.1. inleiding ...................................................................................................................................... 26
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,MARKETINGCOMMUNICATIE STRATEGIE
4.2. reclamevormen .......................................................................................................................... 26
4.2.1. de verschillende reclamevormen ........................................................................................ 26
4.3. Ontwikkeling van reclamecampagnes: 3 niveaus ...................................................................... 26
4.3.1. niveau 1: boodschapstrategie ............................................................................................. 27
4.3.2. Niveau 2: creatieve strategie............................................................................................... 29
hoofdstuk 5: marketingcommunicatie middelen ......................................................................... 37
5.1. Public relations (pr) .................................................................................................................... 37
5.1.1. PR als boodschap ................................................................................................................. 37
5.1.2. PR als communicatietool ..................................................................................................... 39
5.2. Sponsoring .................................................................................................................................. 43
5.2.1. Sponsoring: wat is het, en wat is het niet? ......................................................................... 43
5.2.2. doelgroepen ........................................................................................................................ 44
5.2.3. doelstellingen en selectiecriteria ........................................................................................ 45
5.2.4. sponsoringvormen............................................................................................................... 46
5.2.5. Effectiviteit van sponsoring ................................................................................................. 47
5.2.6. risico’s van sponsoring ........................................................................................................ 47
5.3. Above-the-line communicatie .................................................................................................... 48
5.3.1. above-the line kanalen ........................................................................................................ 49
5.4. Merkactivatie: verkooppromoties.............................................................................................. 56
5.4.1. Wat zijn sales promotions? ................................................................................................. 56
5.4.2. Hoe werkt het? .................................................................................................................... 57
5.4.3. Waarom? Het groeiend belang ........................................................................................... 57
5.4.4. Doelstellingen? .................................................................................................................... 58
5.4.5. basistypen verkooppromoties ............................................................................................. 58
5.4.6. effecten van verkooppromoties .......................................................................................... 65
5.5. Merkactivatie: Point-of-purchasecommunicatie (pop) .............................................................. 65
5.5.1. Wat is POP? ......................................................................................................................... 65
5.5.2. Waarom? belang van POP ................................................................................................... 65
5.5.3. doelstellingen ...................................................................................................................... 66
5.5.4. instrumenten ....................................................................................................................... 67
5.5.5. the future of retail ............................................................................................................... 68
5.6. experiental marketing ................................................................................................................ 68
5.6.1. wat is experiential marketing .............................................................................................. 68
5.6.2. doelstellingen van experiential marketing .......................................................................... 69
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,MARKETINGCOMMUNICATIE STRATEGIE
5.6.3. dimensie van experiential marketing .................................................................................. 70
5.6.4. het ideale plaatje? ............................................................................................................... 71
5.7. Direct marketing ......................................................................................................................... 72
5.7.1. wat is direct marketing ........................................................................................................ 72
5.7.2. Doelstellingen ...................................................................................................................... 72
5.7.3. SmArt in direct marketing ................................................................................................... 73
5.7.4. direct marketing briefing ..................................................................................................... 73
5.7.5. instrumenten ....................................................................................................................... 74
5.7.6. gdpr ..................................................................................................................................... 77
5.8. online marketing ........................................................................................................................ 78
5.8.1. social media ......................................................................................................................... 79
5.8.2. search engine marketing ..................................................................................................... 82
5.8.3. display advertising ............................................................................................................... 83
5.8.4. native advertising ................................................................................................................ 83
5.8.5. influencers ........................................................................................................................... 83
Hoofdstuk 6: mediaplanning ....................................................................................................... 84
6.1. inleiding ...................................................................................................................................... 84
6.2. het mediaplanningsproces ......................................................................................................... 85
Stap 1: mediabriefing (de 7 w’s).................................................................................................... 86
stap 2: analyse van de communicatieomgeving ........................................................................... 86
stap 3: doelgroep beschrijven ....................................................................................................... 87
stap 4: mediadoelstellingen formuleren ....................................................................................... 88
Stap 5: mediamix samenstellen..................................................................................................... 95
Stap 6 mediaruimte inkopen ......................................................................................................... 95
6.3. Media selecteren ........................................................................................................................ 95
6.3.1. criteria voor de mediamix ................................................................................................... 95
hoofdstuk 7: reclameonderzoek.................................................................................................. 96
7.1. functie van reclameonderzoek ................................................................................................... 96
7.2. pre-testing .................................................................................................................................. 96
7.2.1. doelstellingen ...................................................................................................................... 97
7.2.2. methoden ............................................................................................................................ 97
7.2.3. beperkingen....................................................................................................................... 100
7.3. post-testing............................................................................................................................... 100
7.3.1. doelstellingen .................................................................................................................... 100
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7.3.2. drie types ........................................................................................................................... 101
7.3.3. beperkingen....................................................................................................................... 104
7.4. campagnebeoordeling.............................................................................................................. 104
7.4.1. methodieken ..................................................................................................................... 104
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INHOUD
Hoofdstuk 1: GEïNTEGREERDE MARKETINGCOMMUNICATIE (IMC) ................................................ 5
1.1. inleiding ........................................................................................................................................ 5
1.2. marketing en de instrumenten van de marketingmix.................................................................. 5
1.2.1. product .................................................................................................................................. 5
1.2.2. prijs ........................................................................................................................................ 5
1.2.3. plaats ..................................................................................................................................... 6
1.2.4. promotie ................................................................................................................................ 6
1.2.5. van 4 p’s naar ‘ C’s ................................................................................................................. 6
1.3. de communicatiemix .................................................................................................................... 6
1.3.1. persoonlijke communicatie en massacommunicatie ............................................................ 8
1.3.2. thema- en actiecommunicatie .............................................................................................. 9
1.4. integratie van marketingcommunicatie ....................................................................................... 9
hoofdstuk 2: segmentatie, targeting, positionering (STP) ............................................................. 11
2.1. doelgroepen ............................................................................................................................... 11
2.2. Segmentatie ............................................................................................................................... 12
2.2.1. wat is segmentatie .............................................................................................................. 12
2.2.2. segmentatiecriteria ............................................................................................................. 12
2.2.3. segment profielen ............................................................................................................... 14
2.2.4. aantrekkelijkheid van segmenten ....................................................................................... 14
2.3. targeting ..................................................................................................................................... 14
2.4. positionering............................................................................................................................... 15
2.4.1. wat is positionering ............................................................................................................. 15
2.4.2. benefit laddering ................................................................................................................. 16
2.4.3. positioning statement ......................................................................................................... 18
2.4.4. positioneringsfouten ........................................................................................................... 18
hoofdstuk 3: doelstellingen ........................................................................................................ 19
3.1. doelstellingen bepalen ............................................................................................................... 19
3.1.1. Hiërarchie: ondernemings-, marketing- en communicatiedoelstellingen .......................... 19
3.1.2. communicatiedoelstellingen (p van promotie) ................................................................... 20
3.1.3. stadia in de productlevenscyclus......................................................................................... 25
Hoofdstuk 4: creatief proces ....................................................................................................... 26
4.1. inleiding ...................................................................................................................................... 26
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,MARKETINGCOMMUNICATIE STRATEGIE
4.2. reclamevormen .......................................................................................................................... 26
4.2.1. de verschillende reclamevormen ........................................................................................ 26
4.3. Ontwikkeling van reclamecampagnes: 3 niveaus ...................................................................... 26
4.3.1. niveau 1: boodschapstrategie ............................................................................................. 27
4.3.2. Niveau 2: creatieve strategie............................................................................................... 29
hoofdstuk 5: marketingcommunicatie middelen ......................................................................... 37
5.1. Public relations (pr) .................................................................................................................... 37
5.1.1. PR als boodschap ................................................................................................................. 37
5.1.2. PR als communicatietool ..................................................................................................... 39
5.2. Sponsoring .................................................................................................................................. 43
5.2.1. Sponsoring: wat is het, en wat is het niet? ......................................................................... 43
5.2.2. doelgroepen ........................................................................................................................ 44
5.2.3. doelstellingen en selectiecriteria ........................................................................................ 45
5.2.4. sponsoringvormen............................................................................................................... 46
5.2.5. Effectiviteit van sponsoring ................................................................................................. 47
5.2.6. risico’s van sponsoring ........................................................................................................ 47
5.3. Above-the-line communicatie .................................................................................................... 48
5.3.1. above-the line kanalen ........................................................................................................ 49
5.4. Merkactivatie: verkooppromoties.............................................................................................. 56
5.4.1. Wat zijn sales promotions? ................................................................................................. 56
5.4.2. Hoe werkt het? .................................................................................................................... 57
5.4.3. Waarom? Het groeiend belang ........................................................................................... 57
5.4.4. Doelstellingen? .................................................................................................................... 58
5.4.5. basistypen verkooppromoties ............................................................................................. 58
5.4.6. effecten van verkooppromoties .......................................................................................... 65
5.5. Merkactivatie: Point-of-purchasecommunicatie (pop) .............................................................. 65
5.5.1. Wat is POP? ......................................................................................................................... 65
5.5.2. Waarom? belang van POP ................................................................................................... 65
5.5.3. doelstellingen ...................................................................................................................... 66
5.5.4. instrumenten ....................................................................................................................... 67
5.5.5. the future of retail ............................................................................................................... 68
5.6. experiental marketing ................................................................................................................ 68
5.6.1. wat is experiential marketing .............................................................................................. 68
5.6.2. doelstellingen van experiential marketing .......................................................................... 69
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,MARKETINGCOMMUNICATIE STRATEGIE
5.6.3. dimensie van experiential marketing .................................................................................. 70
5.6.4. het ideale plaatje? ............................................................................................................... 71
5.7. Direct marketing ......................................................................................................................... 72
5.7.1. wat is direct marketing ........................................................................................................ 72
5.7.2. Doelstellingen ...................................................................................................................... 72
5.7.3. SmArt in direct marketing ................................................................................................... 73
5.7.4. direct marketing briefing ..................................................................................................... 73
5.7.5. instrumenten ....................................................................................................................... 74
5.7.6. gdpr ..................................................................................................................................... 77
5.8. online marketing ........................................................................................................................ 78
5.8.1. social media ......................................................................................................................... 79
5.8.2. search engine marketing ..................................................................................................... 82
5.8.3. display advertising ............................................................................................................... 83
5.8.4. native advertising ................................................................................................................ 83
5.8.5. influencers ........................................................................................................................... 83
Hoofdstuk 6: mediaplanning ....................................................................................................... 84
6.1. inleiding ...................................................................................................................................... 84
6.2. het mediaplanningsproces ......................................................................................................... 85
Stap 1: mediabriefing (de 7 w’s).................................................................................................... 86
stap 2: analyse van de communicatieomgeving ........................................................................... 86
stap 3: doelgroep beschrijven ....................................................................................................... 87
stap 4: mediadoelstellingen formuleren ....................................................................................... 88
Stap 5: mediamix samenstellen..................................................................................................... 95
Stap 6 mediaruimte inkopen ......................................................................................................... 95
6.3. Media selecteren ........................................................................................................................ 95
6.3.1. criteria voor de mediamix ................................................................................................... 95
hoofdstuk 7: reclameonderzoek.................................................................................................. 96
7.1. functie van reclameonderzoek ................................................................................................... 96
7.2. pre-testing .................................................................................................................................. 96
7.2.1. doelstellingen ...................................................................................................................... 97
7.2.2. methoden ............................................................................................................................ 97
7.2.3. beperkingen....................................................................................................................... 100
7.3. post-testing............................................................................................................................... 100
7.3.1. doelstellingen .................................................................................................................... 100
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7.3.2. drie types ........................................................................................................................... 101
7.3.3. beperkingen....................................................................................................................... 104
7.4. campagnebeoordeling.............................................................................................................. 104
7.4.1. methodieken ..................................................................................................................... 104
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