SAMENVATTING
MARKETINGCOMMUNICATIE
Prof. Gaëlle Ouvrein
2024-2025
Deze samenvatting bevat alle te kennen leerstof voor het examen van
marketingcommunicatie
,Inhoudsopgave
Introductie .................................................................................................................................... 4
1. H1: Segmentering en doelgroepen ....................................................................................... 10
1.1 Marktsegmentering ............................................................................................................ 10
1.1.1 Socio-demografische kenmerken .................................................................................. 10
1.1.2 Categorieniveau ............................................................................................................ 13
1.1.3 Motivationele segmentatie ............................................................................................ 14
1.1.4 Segmentatie obv aankoopgedrag ................................................................................... 16
1.2 Targeting ........................................................................................................................... 17
1.2.1 Targeting strategieën ..................................................................................................... 18
1.3 Positioning ........................................................................................................................ 19
2. H2: Relevante plannen voor marketingcommunicatie ........................................................... 23
2.1 Ondernemingsplan ............................................................................................................ 23
2.2 Marketingplan ................................................................................................................... 23
2.3 Marketingcommunicatieplan ............................................................................................. 24
2.3.1 Marketingcommunicatiedoelstellingen (AIDA) ................................................................ 24
2.3.2 ADIA ............................................................................................................................. 30
2.3.3 product life cycle .......................................................................................................... 33
2.3.4 Consumer choice situations .......................................................................................... 35
2.3.5 Budget .......................................................................................................................... 36
2.3.6 Methoden voor budgettering .......................................................................................... 37
3. H3: Marketingboodschap .................................................................................................... 39
3.1 Rationele appeals .............................................................................................................. 39
3.2 Emotionele appeals ........................................................................................................... 41
3.3 Endorsers.......................................................................................................................... 43
3.4 Storytelling ........................................................................................................................ 43
3.5 User-generated appeal ...................................................................................................... 43
3.6 Welke boodschap benadrukken? ....................................................................................... 43
4. H4: Mediaplanning .............................................................................................................. 46
4.1 Mediaplanning................................................................................................................... 46
4.2 Mediadoelstellingen .......................................................................................................... 47
4.2.1 Frequentie .................................................................................................................... 47
4.2.2 Bereik en gewicht .......................................................................................................... 48
4.2.3 Continuïteit................................................................................................................... 49
4.2.4 Kosten .......................................................................................................................... 50
4.2.5 Selectiviteit ................................................................................................................... 51
4.3 Media kiezen ..................................................................................................................... 51
4.3.1 POEMA ......................................................................................................................... 52
4.3.2 Media Marketing mix ..................................................................................................... 52
4.3.3 Televisie ....................................................................................................................... 53
4.3.4 Buitenreclame .............................................................................................................. 53
4.3.5 Tijdschriften .................................................................................................................. 53
4.3.6 Kranten ......................................................................................................................... 54
4.3.7 Deur aan deur media ..................................................................................................... 54
1
, 4.3.8 Cinema......................................................................................................................... 54
4.3.9 Radio ............................................................................................................................ 54
4.3.10 Hoeveel kanalen kiezen? ........................................................................................... 55
5. H5: Online marketing communicatie .................................................................................... 56
5.1 Het digitale landschap ....................................................................................................... 56
5.1.1 Online advertising strategy ............................................................................................ 56
5.1.2 Evolutie Online advertising ............................................................................................ 56
5.1.3 Online vs offline adverteren ........................................................................................... 57
5.2 Soorten digital advertising .................................................................................................. 58
5.2.1 Paid for search .............................................................................................................. 58
5.2.2 Display ......................................................................................................................... 59
5.2.3 Affiliate marketing ......................................................................................................... 60
5.2.4 Advertorials .................................................................................................................. 60
5.2.5 Anchor deals ................................................................................................................. 60
5.2.6 Online events ................................................................................................................ 60
5.2.7 Advergames .................................................................................................................. 60
5.2.8 Viral marketing .............................................................................................................. 61
5.2.9 E-mail marketing ........................................................................................................... 61
5.3 Opkomende trens in digitale marketing ............................................................................... 61
5.3.1 Podcast & video advertising ........................................................................................... 61
5.3.2 Programmatic advertising .............................................................................................. 62
5.4 Online doelstellingen ......................................................................................................... 63
5.5 Kritische issues (over online marcom)................................................................................. 63
5.6 Wat komt hierna? .............................................................................................................. 64
5.7 Facebook van sociaal netwerk tot data infrastructuur .......................................................... 65
6. H6: Influencer marketing ..................................................................................................... 67
6.1 Influencer marketing .......................................................................................................... 67
6.1.1 Celebrity as a construct................................................................................................. 67
6.1.2 Social media influencer ................................................................................................. 67
6.1.3 Influencer marketing ..................................................................................................... 68
6.2 Succesfactoren ................................................................................................................. 69
6.2.1 Eerste theorie: meaning transfer .................................................................................... 69
6.2.2 Tweede theorie: entertainment educatie theorie ............................................................. 70
6.2.3 Parasociale relatie (PSR) ............................................................................................... 71
6.3 Typologie soorten relaties en interacties ............................................................................. 73
6.4 Marketing implicaties ......................................................................................................... 74
6.4.1 Wat als het publiek minderjarig is? ................................................................................. 74
7. H7: Effectiviteit ................................................................................................................... 76
7.1 Reclame onderzoek ........................................................................................................... 76
7.1.1 Soorten en fases reclame onderzoek ............................................................................. 76
7.1.2 Pre-testing van advertentie ............................................................................................ 77
7.1.3 Post-testing van advertentie .......................................................................................... 80
7.1.4 Campagne evaluatie ..................................................................................................... 81
7.2 Effecten van reclame ......................................................................................................... 86
7.2.1 Reclame elasticiteit ...................................................................................................... 86
7.2.2 Customer journey ......................................................................................................... 87
7.3 Ongewenste effecten ......................................................................................................... 87
2
, 7.3.1 Reclame irritatie............................................................................................................ 87
7.3.2 Merkverwarring ............................................................................................................. 89
8. H8: PR en Sponsoring .......................................................................................................... 90
8.1 Public relations ................................................................................................................. 90
8.1.1 Targetgroepen en doelstellingen .................................................................................... 90
8.1.2 Soorten PR .................................................................................................................... 91
8.1.3 Budget bepaling PR ....................................................................................................... 92
8.1.4 Resultaten PR meten ..................................................................................................... 92
8.1.5 Uitdagingen PR.............................................................................................................. 92
8.2 Sponsoring ........................................................................................................................ 92
8.2.1 Doelstellingen sponsoring ............................................................................................. 93
8.2.2 Vormen van sponsoring ................................................................................................. 94
8.2.3 Sponsor effectiviteit ...................................................................................................... 95
9. H9: Media Ethiek ................................................................................................................. 96
9.1 Reclame ethiek ................................................................................................................. 96
9.1.1 Misleidende reclame ..................................................................................................... 96
9.1.2 Stereotiepe voorstellingen ............................................................................................. 98
9.1.3 Schokkende beelden ..................................................................................................... 99
9.1.4 Sluikmarketing .............................................................................................................100
9.1.5 Cancel culture .............................................................................................................100
9.1.6 Kinderen targetten........................................................................................................102
9.2 Wettelijke en zelfregulering .............................................................................................. 103
9.2.1 Regulering ...................................................................................................................103
9.2.2 Zelfregulering ...............................................................................................................104
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MARKETINGCOMMUNICATIE
Prof. Gaëlle Ouvrein
2024-2025
Deze samenvatting bevat alle te kennen leerstof voor het examen van
marketingcommunicatie
,Inhoudsopgave
Introductie .................................................................................................................................... 4
1. H1: Segmentering en doelgroepen ....................................................................................... 10
1.1 Marktsegmentering ............................................................................................................ 10
1.1.1 Socio-demografische kenmerken .................................................................................. 10
1.1.2 Categorieniveau ............................................................................................................ 13
1.1.3 Motivationele segmentatie ............................................................................................ 14
1.1.4 Segmentatie obv aankoopgedrag ................................................................................... 16
1.2 Targeting ........................................................................................................................... 17
1.2.1 Targeting strategieën ..................................................................................................... 18
1.3 Positioning ........................................................................................................................ 19
2. H2: Relevante plannen voor marketingcommunicatie ........................................................... 23
2.1 Ondernemingsplan ............................................................................................................ 23
2.2 Marketingplan ................................................................................................................... 23
2.3 Marketingcommunicatieplan ............................................................................................. 24
2.3.1 Marketingcommunicatiedoelstellingen (AIDA) ................................................................ 24
2.3.2 ADIA ............................................................................................................................. 30
2.3.3 product life cycle .......................................................................................................... 33
2.3.4 Consumer choice situations .......................................................................................... 35
2.3.5 Budget .......................................................................................................................... 36
2.3.6 Methoden voor budgettering .......................................................................................... 37
3. H3: Marketingboodschap .................................................................................................... 39
3.1 Rationele appeals .............................................................................................................. 39
3.2 Emotionele appeals ........................................................................................................... 41
3.3 Endorsers.......................................................................................................................... 43
3.4 Storytelling ........................................................................................................................ 43
3.5 User-generated appeal ...................................................................................................... 43
3.6 Welke boodschap benadrukken? ....................................................................................... 43
4. H4: Mediaplanning .............................................................................................................. 46
4.1 Mediaplanning................................................................................................................... 46
4.2 Mediadoelstellingen .......................................................................................................... 47
4.2.1 Frequentie .................................................................................................................... 47
4.2.2 Bereik en gewicht .......................................................................................................... 48
4.2.3 Continuïteit................................................................................................................... 49
4.2.4 Kosten .......................................................................................................................... 50
4.2.5 Selectiviteit ................................................................................................................... 51
4.3 Media kiezen ..................................................................................................................... 51
4.3.1 POEMA ......................................................................................................................... 52
4.3.2 Media Marketing mix ..................................................................................................... 52
4.3.3 Televisie ....................................................................................................................... 53
4.3.4 Buitenreclame .............................................................................................................. 53
4.3.5 Tijdschriften .................................................................................................................. 53
4.3.6 Kranten ......................................................................................................................... 54
4.3.7 Deur aan deur media ..................................................................................................... 54
1
, 4.3.8 Cinema......................................................................................................................... 54
4.3.9 Radio ............................................................................................................................ 54
4.3.10 Hoeveel kanalen kiezen? ........................................................................................... 55
5. H5: Online marketing communicatie .................................................................................... 56
5.1 Het digitale landschap ....................................................................................................... 56
5.1.1 Online advertising strategy ............................................................................................ 56
5.1.2 Evolutie Online advertising ............................................................................................ 56
5.1.3 Online vs offline adverteren ........................................................................................... 57
5.2 Soorten digital advertising .................................................................................................. 58
5.2.1 Paid for search .............................................................................................................. 58
5.2.2 Display ......................................................................................................................... 59
5.2.3 Affiliate marketing ......................................................................................................... 60
5.2.4 Advertorials .................................................................................................................. 60
5.2.5 Anchor deals ................................................................................................................. 60
5.2.6 Online events ................................................................................................................ 60
5.2.7 Advergames .................................................................................................................. 60
5.2.8 Viral marketing .............................................................................................................. 61
5.2.9 E-mail marketing ........................................................................................................... 61
5.3 Opkomende trens in digitale marketing ............................................................................... 61
5.3.1 Podcast & video advertising ........................................................................................... 61
5.3.2 Programmatic advertising .............................................................................................. 62
5.4 Online doelstellingen ......................................................................................................... 63
5.5 Kritische issues (over online marcom)................................................................................. 63
5.6 Wat komt hierna? .............................................................................................................. 64
5.7 Facebook van sociaal netwerk tot data infrastructuur .......................................................... 65
6. H6: Influencer marketing ..................................................................................................... 67
6.1 Influencer marketing .......................................................................................................... 67
6.1.1 Celebrity as a construct................................................................................................. 67
6.1.2 Social media influencer ................................................................................................. 67
6.1.3 Influencer marketing ..................................................................................................... 68
6.2 Succesfactoren ................................................................................................................. 69
6.2.1 Eerste theorie: meaning transfer .................................................................................... 69
6.2.2 Tweede theorie: entertainment educatie theorie ............................................................. 70
6.2.3 Parasociale relatie (PSR) ............................................................................................... 71
6.3 Typologie soorten relaties en interacties ............................................................................. 73
6.4 Marketing implicaties ......................................................................................................... 74
6.4.1 Wat als het publiek minderjarig is? ................................................................................. 74
7. H7: Effectiviteit ................................................................................................................... 76
7.1 Reclame onderzoek ........................................................................................................... 76
7.1.1 Soorten en fases reclame onderzoek ............................................................................. 76
7.1.2 Pre-testing van advertentie ............................................................................................ 77
7.1.3 Post-testing van advertentie .......................................................................................... 80
7.1.4 Campagne evaluatie ..................................................................................................... 81
7.2 Effecten van reclame ......................................................................................................... 86
7.2.1 Reclame elasticiteit ...................................................................................................... 86
7.2.2 Customer journey ......................................................................................................... 87
7.3 Ongewenste effecten ......................................................................................................... 87
2
, 7.3.1 Reclame irritatie............................................................................................................ 87
7.3.2 Merkverwarring ............................................................................................................. 89
8. H8: PR en Sponsoring .......................................................................................................... 90
8.1 Public relations ................................................................................................................. 90
8.1.1 Targetgroepen en doelstellingen .................................................................................... 90
8.1.2 Soorten PR .................................................................................................................... 91
8.1.3 Budget bepaling PR ....................................................................................................... 92
8.1.4 Resultaten PR meten ..................................................................................................... 92
8.1.5 Uitdagingen PR.............................................................................................................. 92
8.2 Sponsoring ........................................................................................................................ 92
8.2.1 Doelstellingen sponsoring ............................................................................................. 93
8.2.2 Vormen van sponsoring ................................................................................................. 94
8.2.3 Sponsor effectiviteit ...................................................................................................... 95
9. H9: Media Ethiek ................................................................................................................. 96
9.1 Reclame ethiek ................................................................................................................. 96
9.1.1 Misleidende reclame ..................................................................................................... 96
9.1.2 Stereotiepe voorstellingen ............................................................................................. 98
9.1.3 Schokkende beelden ..................................................................................................... 99
9.1.4 Sluikmarketing .............................................................................................................100
9.1.5 Cancel culture .............................................................................................................100
9.1.6 Kinderen targetten........................................................................................................102
9.2 Wettelijke en zelfregulering .............................................................................................. 103
9.2.1 Regulering ...................................................................................................................103
9.2.2 Zelfregulering ...............................................................................................................104
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