1
Complete samenvatting Marketing Communication and Consumer Behavior
Inhoudsopgave
Lecture 1 – Introduction and course overview – Belch & Belch chapter 1 ............................................. 2
Lecture 2 – How marcoms work I: Explicit attitudes .............................................................................. 6
Lecture 3 – How marcoms work II: Implicit attitudes ........................................................................... 14
Lecture 4 - How marcoms work III, persuasion attitudes vs. brand salience ........................................ 20
Lecture 5 – Positioning and creative strategy ....................................................................................... 26
Lecture 6 – branded content video strategies ...................................................................................... 36
Lecture 7 – eWOM ................................................................................................................................ 42
Lecture 8 – Bricks vs. Clicks: online consumer behavior ....................................................................... 48
Lecture 9 – Gastcollege – Influencer marketing.................................................................................... 56
Lecture 10 – Media planning and budget determination ..................................................................... 58
Lecture 11 – Media planning II: Mobile Display Advertising and Synergy effects ................................ 65
, 2
Lecture 1 – Introduction and course overview – Belch & Belch chapter 1
Integrated Marketing Communication = strategic business process to plan, develop, execute and
evaluate brand communication programs.
Evolution Integrated Marketing Communication
- For many years mass media was the dominant form of marketing communication.
- ‘80’s – arrival of new communication forms: public affairs, PR, direct marketing.
- Since 1980’s marketing communications integration of tools: sales promotion, PR, direct
marketing, traditional mass advertising.
- Synergy effect: combining tools together to be more effective. Return on investment higher.
- It is a flexibel model that can be adapted to the changing market
Verschuiving van traditionele media internet. Hierdoor gingen bedrijven meer investeren in
internet advertising (online ads) dan advertising op lineaire televisie (offline ads). Consumers are
moving away and marketers are moving to the digital landscape.
Integrated Marketing Communication helps…
1. Companies identify most effective ways for communication
2. Coordinate various promotional elements
3. Create a consistent and unified image to the outside world
Micro marketing: targeting individual consumers by digital media.
- Location based advertising – je wordt getarged op basis van je locatie. Bijv. als je langs een
winkel loopt, krijg je een pop-up met kortingscode.
- Pagesearch bannering – you search a page and you get advertisements on different
webpages of the search.
Changes in relationships brands and customer since arrival digital media:
- More about building relations and engagement with your customers.
- Customers make purchase decision based on ‘tracking record’ of the company
o which includes economic, social, environmental policies etc.
- Tone of voice on the internet has changed; more WOM and things going viral quickly.
- The economic crisis causes a cynicism towards traditional advertisement. Instead of only
trying to create only brand awareness (high level of the funnel), they are nowadays trying to
engage customers to their brand (lower level of the funnel) and increase the trust of
consumers.
Marketing is now about engaging people and building sustainable relationships.
, 3
Touch points: all the opportunities that people have to make contact with the brand.
And to target the lower funnel (engagement), 4 types:
1. Company created touch points (low impact, high control)
o Controlled by the company. They determine content, media time, banners, etc.
2. Intrinsic touch points (middle/low impact, middle/low control)
o Is about interactions of consumer during the buying and using of the product.
▪ Asking for advice in a store. Visiting shops. Interact with employees.
3. Customer-initiated touch points (middle impact, middle control for marketer)
o Can be controlled by the organisation. People contacting organisations with
questions and complaints. Webcare, service, etc.
4. Unexpected touch points (high impact, low control for marketer)
o Difficult to control for marketers. User generated content; content which is
controlled by the consumer.
▪ Reviews on websites, e-WOM (!)
Conclusions today
- Integrated Marketing Communication…
o Is a strategic process to plan, develop, execute and evaluate brand communication
programs.
o Helps companies identify the most effective ways for communication and coordinate
various promotional elements enabling to create a consistent and unified image to
the outside world.
- Many marketers are taking a touch point perspective to develop IMC programs.
- Marketing is entering relationship era and is all about trust, transparency and engagement.
, 4
Complete samenvatting Marketing Communication and Consumer Behavior
Inhoudsopgave
Lecture 1 – Introduction and course overview – Belch & Belch chapter 1 ............................................. 2
Lecture 2 – How marcoms work I: Explicit attitudes .............................................................................. 6
Lecture 3 – How marcoms work II: Implicit attitudes ........................................................................... 14
Lecture 4 - How marcoms work III, persuasion attitudes vs. brand salience ........................................ 20
Lecture 5 – Positioning and creative strategy ....................................................................................... 26
Lecture 6 – branded content video strategies ...................................................................................... 36
Lecture 7 – eWOM ................................................................................................................................ 42
Lecture 8 – Bricks vs. Clicks: online consumer behavior ....................................................................... 48
Lecture 9 – Gastcollege – Influencer marketing.................................................................................... 56
Lecture 10 – Media planning and budget determination ..................................................................... 58
Lecture 11 – Media planning II: Mobile Display Advertising and Synergy effects ................................ 65
, 2
Lecture 1 – Introduction and course overview – Belch & Belch chapter 1
Integrated Marketing Communication = strategic business process to plan, develop, execute and
evaluate brand communication programs.
Evolution Integrated Marketing Communication
- For many years mass media was the dominant form of marketing communication.
- ‘80’s – arrival of new communication forms: public affairs, PR, direct marketing.
- Since 1980’s marketing communications integration of tools: sales promotion, PR, direct
marketing, traditional mass advertising.
- Synergy effect: combining tools together to be more effective. Return on investment higher.
- It is a flexibel model that can be adapted to the changing market
Verschuiving van traditionele media internet. Hierdoor gingen bedrijven meer investeren in
internet advertising (online ads) dan advertising op lineaire televisie (offline ads). Consumers are
moving away and marketers are moving to the digital landscape.
Integrated Marketing Communication helps…
1. Companies identify most effective ways for communication
2. Coordinate various promotional elements
3. Create a consistent and unified image to the outside world
Micro marketing: targeting individual consumers by digital media.
- Location based advertising – je wordt getarged op basis van je locatie. Bijv. als je langs een
winkel loopt, krijg je een pop-up met kortingscode.
- Pagesearch bannering – you search a page and you get advertisements on different
webpages of the search.
Changes in relationships brands and customer since arrival digital media:
- More about building relations and engagement with your customers.
- Customers make purchase decision based on ‘tracking record’ of the company
o which includes economic, social, environmental policies etc.
- Tone of voice on the internet has changed; more WOM and things going viral quickly.
- The economic crisis causes a cynicism towards traditional advertisement. Instead of only
trying to create only brand awareness (high level of the funnel), they are nowadays trying to
engage customers to their brand (lower level of the funnel) and increase the trust of
consumers.
Marketing is now about engaging people and building sustainable relationships.
, 3
Touch points: all the opportunities that people have to make contact with the brand.
And to target the lower funnel (engagement), 4 types:
1. Company created touch points (low impact, high control)
o Controlled by the company. They determine content, media time, banners, etc.
2. Intrinsic touch points (middle/low impact, middle/low control)
o Is about interactions of consumer during the buying and using of the product.
▪ Asking for advice in a store. Visiting shops. Interact with employees.
3. Customer-initiated touch points (middle impact, middle control for marketer)
o Can be controlled by the organisation. People contacting organisations with
questions and complaints. Webcare, service, etc.
4. Unexpected touch points (high impact, low control for marketer)
o Difficult to control for marketers. User generated content; content which is
controlled by the consumer.
▪ Reviews on websites, e-WOM (!)
Conclusions today
- Integrated Marketing Communication…
o Is a strategic process to plan, develop, execute and evaluate brand communication
programs.
o Helps companies identify the most effective ways for communication and coordinate
various promotional elements enabling to create a consistent and unified image to
the outside world.
- Many marketers are taking a touch point perspective to develop IMC programs.
- Marketing is entering relationship era and is all about trust, transparency and engagement.
, 4
