MARKETING
COMMUNICATIE
Samenvatting
Pagina 1 van 171
,H1: GEÏNTEGREERDE COMMUNICATIE ......................................................................................................................................................16
1. Marketing en instrumenten vd marketingmix .................................................................................................................................... 16
1.1 Marketingplan ........................................................................................................... 16
4 P’s ................................................................................................................... 16
alternatief framework – 4C’s (Lautenborn, 1990) ............................................. 17
2. Communicatiemix ................................................................................................................................................................................................... 17
2.1 Persoonlijke communicatie en massacommunicatie ................................................ 17
2.2 Thema- en actiecommunicatie .................................................................................. 18
3. Integratie van marketingcommunicatie ................................................................................................................................................. 18
4.1 klantengerichtheid cruciaal ....................................................................................... 18
4.2 Contactpunten........................................................................................................... 19
4.3 Verschillen tss klassieke communicatie en IMC ........................................................ 19
4.4 onderzoek: IMC effectief omwille van herhalingseffect? .......................................... 20
4.4.1 Better together… ............................................................................................... 20
4.4.2 Belang van fit ..................................................................................................... 21
4.5 waarom is IMC effectief ............................................................................................ 21
4.6 HOE MEDIA KIEZEN? .................................................................................................. 22
4. Geïntegreerde marketingcommunicatie in ¹ culturen ................................................................................................................. 22
4.1 De rol van culturele verschillen ................................................................................. 22
4.2 Waardenmap Schwartz ............................................................................................. 23
4.3 Standaardiseren of aanpassen? ................................................................................ 23
4.4 Situaties die zich lenen voor een mondiale benadering ............................................ 23
5. Integratie van corporatie communicatie ................................................................................................................................................ 23
5.1 Corporate visie en missie, cultuur, persoonlijkheid en identiteit .............................. 24
5.2 Corporate imago en corporate reputatie .................................................................. 24
6. Enkele nieuwe vormen van marketingcomm ...................................................................................................................................... 25
7. Integratieniveaus ................................................................................................................................................................................................... 25
8. Obstakel voor geïntegreerde comm .......................................................................................................................................................... 25
10.1 Oorzaken van mislukking ........................................................................................... 26
9. het Geïntegreerde communicatieplan .....................................................................................................................................................26
10. samenvatting ............................................................................................................................................................................................................26
H2: MERKENBELEID ........................................................................................................................................................................................ 27
1 Merken ........................................................................................................................................................................................................................... 27
1.1 opposing view in consumer culture theory ............................................................... 27
1.2 Merk= geheel van betekenissen ................................................................................ 27
Pagina 2 van 171
, 1.3 Waarom zijn merken belangrijk voor consumenten? ............................................... 27
1.4 Goede merknaam? .................................................................................................... 27
1.5 merkcategorieën (3) .................................................................................................. 28
2 Succesvolle merken...............................................................................................................................................................................................29
2.1 innovaties .................................................................................................................. 29
3 Merkstrategieën ..................................................................................................................................................................................................... 30
3.1 Merkstrategieën bij bestaande producten binnen 1 merk ....................................... 30
3.2 Merkstrategieën bij nieuwe producten binnen 1 merk ............................................ 31
3.3 Merkstrategieën voor internationale merken ........................................................... 31
3.3.1 elementen die sterkst bijdragen aan PBG ......................................................... 31
3.4 Strategieën bij 2 merken ........................................................................................... 32
4 De merkenportefeuille........................................................................................................................................................................................ 32
5 Merkwaarde of brand equity .......................................................................................................................................................................... 32
5.1 Financiële merkwaarde ............................................................................................. 32
5.2 Merkwaarde vanuit consumentenperspectief .......................................................... 33
5.2.1 Sterke merken hebben… ................................................................................... 33
- een hoge merkenbekendheid ........................................................................................... 33
5.2.2 onderzoek: cool brands ..................................................................................... 33
5.3 Merkpersoonlijkheid ................................................................................................. 34
5.4 Merkgevoelens .......................................................................................................... 34
5.5 Merkloyaliteit (loyaliteitspiramide) ........................................................................... 34
6 brand love- merkloyaliteit ............................................................................................................................................................................... 35
7 merkgemeenschappen ....................................................................................................................................................................................... 35
7.1 online merkgemeenschappen ................................................................................... 36
8 Voordelen ve merkenbeleid ........................................................................................................................................................................... 36
8.1 voor de consument ................................................................................................... 36
8.2 voor de retailer .......................................................................................................... 36
8.3 Voor de producent: ................................................................................................... 36
9 Marketingcommunicatie en merkwaarde ............................................................................................................................................. 36
10 Brand stories ............................................................................................................................................................................................................. 37
10.1 onderzoek: brand stories in social media .................................................................. 37
11 samenvatting ........................................................................................................................................................................................................... 38
H3: HOE MARKETINGCOMM WERKT ......................................................................................................................................................... 39
1 inleiding ....................................................................................................................................................................................................................... 39
1.1 doel ht3 ..................................................................................................................... 39
Pagina 3 van 171
, 2 Hiërarchie van effecten ..................................................................................................................................................................................... 39
Low-involvement hierarchy-of-effects-model ................................................... 39
Experiential hierarchy-of-effects-model............................................................ 39
2.1 ACCA of DAGMAR ...................................................................................................... 40
2.2 Van AIDA naar AIDAR ................................................................................................ 40
Onderzoek: ........................................................................................................ 40
2.3 Het Foot-Cone-Belding-grid (FCB-grid) ...................................................................... 40
2.4 Rossiter-Percy-raster ................................................................................................. 41
2.5 Voor- en nadelen van hiërarchie-van-effecten-modellen ......................................... 42
3 Attitudevorming en -verandering ...............................................................................................................................................................42
4 Elaboration Likelihood-model (ELM-MODEL) ......................................................................................................................................42
4.1 Persuasion knowledge model (PKM) ......................................................................... 44
4.2 Reclamegeletterdheid of advertising literacy ........................................................... 44
4.3 onderzoek: Ad recognition stimuleren adhv ad disclosure ....................................... 45
4.4 Reclameverwerking bij kinderen ............................................................................... 45
4.5 Veranderingen in reclamecontext ............................................................................. 45
5 Grote verwerkingswssheid, cognitieve attitudevorming............................................................................................................ 46
5.1 Multiattribuutmodellen (3) ....................................................................................... 46
expectancy-value model (Fishbein-model) ....................................................... 46
Theory of Reasoned Action (TORA) ................................................................... 46
Theory of Planned Behaviour (TPB) ................................................................... 46
Zelfovertuiging................................................................................................... 47
Marketingcommunicatie en het TPB-model...................................................... 47
6 Kleine verwerkingswssheid, cognitivieve attitudevorming ...................................................................................................... 48
6.1 Heuristische beoordeling .......................................................................................... 48
7 Grote verwerkingswssheid, kleine affectieve attitudevorming ............................................................................................. 48
7.1 gevoelens-als-informatie-model ............................................................................... 48
8 Kleine verwerkingswssheid, affectieve attitudevorming ........................................................................................................... 48
8.1 Transfer van reclame, dual mediation model (Aad) .................................................. 48
8.2 Transfer van gevoelens.............................................................................................. 49
8.3 Emotionele conditionering ........................................................................................ 49
8.4 effect van blootstelling, Mere exposure effect ......................................................... 49
mere exposure en motorische interferenties.................................................... 49
9 Grote verwerkingswssheid, gedragsmatige attitudevorming ................................................................................................ 49
9.1 Ervaringsmodel, post-experience-model .................................................................. 50
Pagina 4 van 171
COMMUNICATIE
Samenvatting
Pagina 1 van 171
,H1: GEÏNTEGREERDE COMMUNICATIE ......................................................................................................................................................16
1. Marketing en instrumenten vd marketingmix .................................................................................................................................... 16
1.1 Marketingplan ........................................................................................................... 16
4 P’s ................................................................................................................... 16
alternatief framework – 4C’s (Lautenborn, 1990) ............................................. 17
2. Communicatiemix ................................................................................................................................................................................................... 17
2.1 Persoonlijke communicatie en massacommunicatie ................................................ 17
2.2 Thema- en actiecommunicatie .................................................................................. 18
3. Integratie van marketingcommunicatie ................................................................................................................................................. 18
4.1 klantengerichtheid cruciaal ....................................................................................... 18
4.2 Contactpunten........................................................................................................... 19
4.3 Verschillen tss klassieke communicatie en IMC ........................................................ 19
4.4 onderzoek: IMC effectief omwille van herhalingseffect? .......................................... 20
4.4.1 Better together… ............................................................................................... 20
4.4.2 Belang van fit ..................................................................................................... 21
4.5 waarom is IMC effectief ............................................................................................ 21
4.6 HOE MEDIA KIEZEN? .................................................................................................. 22
4. Geïntegreerde marketingcommunicatie in ¹ culturen ................................................................................................................. 22
4.1 De rol van culturele verschillen ................................................................................. 22
4.2 Waardenmap Schwartz ............................................................................................. 23
4.3 Standaardiseren of aanpassen? ................................................................................ 23
4.4 Situaties die zich lenen voor een mondiale benadering ............................................ 23
5. Integratie van corporatie communicatie ................................................................................................................................................ 23
5.1 Corporate visie en missie, cultuur, persoonlijkheid en identiteit .............................. 24
5.2 Corporate imago en corporate reputatie .................................................................. 24
6. Enkele nieuwe vormen van marketingcomm ...................................................................................................................................... 25
7. Integratieniveaus ................................................................................................................................................................................................... 25
8. Obstakel voor geïntegreerde comm .......................................................................................................................................................... 25
10.1 Oorzaken van mislukking ........................................................................................... 26
9. het Geïntegreerde communicatieplan .....................................................................................................................................................26
10. samenvatting ............................................................................................................................................................................................................26
H2: MERKENBELEID ........................................................................................................................................................................................ 27
1 Merken ........................................................................................................................................................................................................................... 27
1.1 opposing view in consumer culture theory ............................................................... 27
1.2 Merk= geheel van betekenissen ................................................................................ 27
Pagina 2 van 171
, 1.3 Waarom zijn merken belangrijk voor consumenten? ............................................... 27
1.4 Goede merknaam? .................................................................................................... 27
1.5 merkcategorieën (3) .................................................................................................. 28
2 Succesvolle merken...............................................................................................................................................................................................29
2.1 innovaties .................................................................................................................. 29
3 Merkstrategieën ..................................................................................................................................................................................................... 30
3.1 Merkstrategieën bij bestaande producten binnen 1 merk ....................................... 30
3.2 Merkstrategieën bij nieuwe producten binnen 1 merk ............................................ 31
3.3 Merkstrategieën voor internationale merken ........................................................... 31
3.3.1 elementen die sterkst bijdragen aan PBG ......................................................... 31
3.4 Strategieën bij 2 merken ........................................................................................... 32
4 De merkenportefeuille........................................................................................................................................................................................ 32
5 Merkwaarde of brand equity .......................................................................................................................................................................... 32
5.1 Financiële merkwaarde ............................................................................................. 32
5.2 Merkwaarde vanuit consumentenperspectief .......................................................... 33
5.2.1 Sterke merken hebben… ................................................................................... 33
- een hoge merkenbekendheid ........................................................................................... 33
5.2.2 onderzoek: cool brands ..................................................................................... 33
5.3 Merkpersoonlijkheid ................................................................................................. 34
5.4 Merkgevoelens .......................................................................................................... 34
5.5 Merkloyaliteit (loyaliteitspiramide) ........................................................................... 34
6 brand love- merkloyaliteit ............................................................................................................................................................................... 35
7 merkgemeenschappen ....................................................................................................................................................................................... 35
7.1 online merkgemeenschappen ................................................................................... 36
8 Voordelen ve merkenbeleid ........................................................................................................................................................................... 36
8.1 voor de consument ................................................................................................... 36
8.2 voor de retailer .......................................................................................................... 36
8.3 Voor de producent: ................................................................................................... 36
9 Marketingcommunicatie en merkwaarde ............................................................................................................................................. 36
10 Brand stories ............................................................................................................................................................................................................. 37
10.1 onderzoek: brand stories in social media .................................................................. 37
11 samenvatting ........................................................................................................................................................................................................... 38
H3: HOE MARKETINGCOMM WERKT ......................................................................................................................................................... 39
1 inleiding ....................................................................................................................................................................................................................... 39
1.1 doel ht3 ..................................................................................................................... 39
Pagina 3 van 171
, 2 Hiërarchie van effecten ..................................................................................................................................................................................... 39
Low-involvement hierarchy-of-effects-model ................................................... 39
Experiential hierarchy-of-effects-model............................................................ 39
2.1 ACCA of DAGMAR ...................................................................................................... 40
2.2 Van AIDA naar AIDAR ................................................................................................ 40
Onderzoek: ........................................................................................................ 40
2.3 Het Foot-Cone-Belding-grid (FCB-grid) ...................................................................... 40
2.4 Rossiter-Percy-raster ................................................................................................. 41
2.5 Voor- en nadelen van hiërarchie-van-effecten-modellen ......................................... 42
3 Attitudevorming en -verandering ...............................................................................................................................................................42
4 Elaboration Likelihood-model (ELM-MODEL) ......................................................................................................................................42
4.1 Persuasion knowledge model (PKM) ......................................................................... 44
4.2 Reclamegeletterdheid of advertising literacy ........................................................... 44
4.3 onderzoek: Ad recognition stimuleren adhv ad disclosure ....................................... 45
4.4 Reclameverwerking bij kinderen ............................................................................... 45
4.5 Veranderingen in reclamecontext ............................................................................. 45
5 Grote verwerkingswssheid, cognitieve attitudevorming............................................................................................................ 46
5.1 Multiattribuutmodellen (3) ....................................................................................... 46
expectancy-value model (Fishbein-model) ....................................................... 46
Theory of Reasoned Action (TORA) ................................................................... 46
Theory of Planned Behaviour (TPB) ................................................................... 46
Zelfovertuiging................................................................................................... 47
Marketingcommunicatie en het TPB-model...................................................... 47
6 Kleine verwerkingswssheid, cognitivieve attitudevorming ...................................................................................................... 48
6.1 Heuristische beoordeling .......................................................................................... 48
7 Grote verwerkingswssheid, kleine affectieve attitudevorming ............................................................................................. 48
7.1 gevoelens-als-informatie-model ............................................................................... 48
8 Kleine verwerkingswssheid, affectieve attitudevorming ........................................................................................................... 48
8.1 Transfer van reclame, dual mediation model (Aad) .................................................. 48
8.2 Transfer van gevoelens.............................................................................................. 49
8.3 Emotionele conditionering ........................................................................................ 49
8.4 effect van blootstelling, Mere exposure effect ......................................................... 49
mere exposure en motorische interferenties.................................................... 49
9 Grote verwerkingswssheid, gedragsmatige attitudevorming ................................................................................................ 49
9.1 Ervaringsmodel, post-experience-model .................................................................. 50
Pagina 4 van 171
