SAMENVATTING TENTAMEN MARKETING COMMUNICATIE PRE-MASTER
Hoofdstuk 1: Integrated communications 2
Hoofdstuk 2: Branding 8
Hoofdstuk 3: How marketing communications work 13
Hoofdstuk 4: Marketing communications planning 17
Hoofdstuk 5: Advertising 25
Hoofdstuk 6: Online communication 33
Hoofdstuk 7: Media planning 37
Hoofdstuk 8: Brand activation 42
Hoofdstuk 9: Direct marketing 46
Hoofdstuk 10: Public relations 50
Hoofdstuk 11: Sponsorship 54
Hoofdstuk 13: Measuring campaign effectiveness 58
Hoofdstuk 14: Ethical issues in marketing communication 65
Onderstreept: hoofdstuk
Vetgedrukt: letterlijk begrip die het boek markeert
Schuingedrukt: Nederlandse uitleg of begrip dat het boek niet markeert
Vetgedrukt en onderstreept: samenvatting uit het boek per hoofdstuk
1
,Hoofdstuk 1: Integrated communications
Marketing: is the process of planning and executing the conception, pricing, promotion and
distribution of ideas, goods and services to create and exchange value, and satisfy individual and
organisational objectives.
4P’s: product, price, place and promotion
Core product: the unique benefit of a brand that is being marketed.
Tangible product: the core product is being changed in a tangible product. Product features, a
certain level of quality, the available options, design and packaging are important instruments by
which a core benefit can be made tangible.
Augmented product: the ‘service layer’ on top of the tangible product. It includes elements such
as prompt delivery, installation service, after-sales service and management of complaints.
Geeft waarde aan tangible en zorgt voor aantrekkingskracht door middel van bijvoorbeeld snelle
levering.
List price: the official price of the product.
Marketing communication: only the communication of marketing
Mass communication: messages directed to a number of receivers who cannot be identified.
Such as TV, radio, news- papers, magazines, billboards, banners on websites, pre-roll ads in
online videos, etc.
- Advertising: non-personal mass communications using mass media, the content of which is
determined and paid for by a clearly identified sender (the company).
- Sponsorship: the sponsor provides funds, goods, services and/or know-how.
- Sales promotion: sales-stimulating campaigns, such as price cuts, coupons, loyalty
programmes, competitions, free samples, etc.
- Point-of-purchase communication: communications at the point of purchase or point of sales
(i.e. displays or advertising in the shop)
- Public relations: all the communications a company instigates with its audiences or
stakeholders.
- Trade fairs or exhibitions: of great importance for contacting prospects, users and purchasers.
Particularly in business-to-business and industrial markets (beurzen of tentoonstellingen).
2
,Personal communication: messages directed to certain known and individually addressed
persons
- Brand activation: the integration of all available communications means in a creative platform
in order to activate consumers by stimulating interest, initiating trial and eventually securing
consumer loyalty (dmv stimulatie, trials, loyaliteit waarborging —> hulpmiddel voor interactie
met doelgroepen, want verhoogt frequentie, consumptie en binnendringen van het merk. Bijv.
Proefrit voor kopers van een auto).
- Online communication: communicate interactively with customers and stakeholders via the
Internet and mobile devices.
- Direct marketing communication: a personal and direct way to communicate with customers
and potential clients or prospects. Personalised brochures and leaflets (with feedback
potential), direct mailings, telemarketing actions, etc.
Image communication: the advertiser tries to tell the target group something about the brand or
products and services offered. It leads to positive influence on buying behaviour.
- Relatie met doelgroep verbeteren
- Klanttevredenheid vergroten
- Merkbekendheid en merkvoorkeur vergroten
Theme/above-the-line communication: the advertiser tries to tell the target group something
about the brand or products and services offered.
- 15% commissie over gebruik
Action/below-the-line communication: The primary goal is to stimulate purchases.
Communications instruments for which the 15% rule was not applicable. Lost its importance
because most agencies now charge a fixed fee or hourly fee.
Integrated marketing communications (IMC): communications instruments that traditionally
have been used independently of each other are combined in such a way that a synergetic effect
is reached, and the resulting communications effort becomes ‘seamless’ or homogeneous. Have
an added value when compared with traditional marketing communications. Centered around
receiver, synergy, aimed at relationship with consumer.
Successful marketing communications depend on a well-integrated, synergetic and interactive
marketing mix:
Consistency: all marketing instruments have to work in the same direction, and not conflict with
each other.
Synergy: Marketing mix instruments have to be designed in such a way that the effects of the
tools are mutually reinforcing.
3
, Traditional/classic communications: based on mass media delivering generalised transaction-
orientated messages.
Integrated communications: much more personalised, customer-orientated, relationship-based
and interactive.
4
Hoofdstuk 1: Integrated communications 2
Hoofdstuk 2: Branding 8
Hoofdstuk 3: How marketing communications work 13
Hoofdstuk 4: Marketing communications planning 17
Hoofdstuk 5: Advertising 25
Hoofdstuk 6: Online communication 33
Hoofdstuk 7: Media planning 37
Hoofdstuk 8: Brand activation 42
Hoofdstuk 9: Direct marketing 46
Hoofdstuk 10: Public relations 50
Hoofdstuk 11: Sponsorship 54
Hoofdstuk 13: Measuring campaign effectiveness 58
Hoofdstuk 14: Ethical issues in marketing communication 65
Onderstreept: hoofdstuk
Vetgedrukt: letterlijk begrip die het boek markeert
Schuingedrukt: Nederlandse uitleg of begrip dat het boek niet markeert
Vetgedrukt en onderstreept: samenvatting uit het boek per hoofdstuk
1
,Hoofdstuk 1: Integrated communications
Marketing: is the process of planning and executing the conception, pricing, promotion and
distribution of ideas, goods and services to create and exchange value, and satisfy individual and
organisational objectives.
4P’s: product, price, place and promotion
Core product: the unique benefit of a brand that is being marketed.
Tangible product: the core product is being changed in a tangible product. Product features, a
certain level of quality, the available options, design and packaging are important instruments by
which a core benefit can be made tangible.
Augmented product: the ‘service layer’ on top of the tangible product. It includes elements such
as prompt delivery, installation service, after-sales service and management of complaints.
Geeft waarde aan tangible en zorgt voor aantrekkingskracht door middel van bijvoorbeeld snelle
levering.
List price: the official price of the product.
Marketing communication: only the communication of marketing
Mass communication: messages directed to a number of receivers who cannot be identified.
Such as TV, radio, news- papers, magazines, billboards, banners on websites, pre-roll ads in
online videos, etc.
- Advertising: non-personal mass communications using mass media, the content of which is
determined and paid for by a clearly identified sender (the company).
- Sponsorship: the sponsor provides funds, goods, services and/or know-how.
- Sales promotion: sales-stimulating campaigns, such as price cuts, coupons, loyalty
programmes, competitions, free samples, etc.
- Point-of-purchase communication: communications at the point of purchase or point of sales
(i.e. displays or advertising in the shop)
- Public relations: all the communications a company instigates with its audiences or
stakeholders.
- Trade fairs or exhibitions: of great importance for contacting prospects, users and purchasers.
Particularly in business-to-business and industrial markets (beurzen of tentoonstellingen).
2
,Personal communication: messages directed to certain known and individually addressed
persons
- Brand activation: the integration of all available communications means in a creative platform
in order to activate consumers by stimulating interest, initiating trial and eventually securing
consumer loyalty (dmv stimulatie, trials, loyaliteit waarborging —> hulpmiddel voor interactie
met doelgroepen, want verhoogt frequentie, consumptie en binnendringen van het merk. Bijv.
Proefrit voor kopers van een auto).
- Online communication: communicate interactively with customers and stakeholders via the
Internet and mobile devices.
- Direct marketing communication: a personal and direct way to communicate with customers
and potential clients or prospects. Personalised brochures and leaflets (with feedback
potential), direct mailings, telemarketing actions, etc.
Image communication: the advertiser tries to tell the target group something about the brand or
products and services offered. It leads to positive influence on buying behaviour.
- Relatie met doelgroep verbeteren
- Klanttevredenheid vergroten
- Merkbekendheid en merkvoorkeur vergroten
Theme/above-the-line communication: the advertiser tries to tell the target group something
about the brand or products and services offered.
- 15% commissie over gebruik
Action/below-the-line communication: The primary goal is to stimulate purchases.
Communications instruments for which the 15% rule was not applicable. Lost its importance
because most agencies now charge a fixed fee or hourly fee.
Integrated marketing communications (IMC): communications instruments that traditionally
have been used independently of each other are combined in such a way that a synergetic effect
is reached, and the resulting communications effort becomes ‘seamless’ or homogeneous. Have
an added value when compared with traditional marketing communications. Centered around
receiver, synergy, aimed at relationship with consumer.
Successful marketing communications depend on a well-integrated, synergetic and interactive
marketing mix:
Consistency: all marketing instruments have to work in the same direction, and not conflict with
each other.
Synergy: Marketing mix instruments have to be designed in such a way that the effects of the
tools are mutually reinforcing.
3
, Traditional/classic communications: based on mass media delivering generalised transaction-
orientated messages.
Integrated communications: much more personalised, customer-orientated, relationship-based
and interactive.
4
