Samenvatting
Reclame,
sponsoring &
public relations
Lessen door Michel Walrave
Samenvatting door Ella Konings
2021-2022
1
,Inhoud
1.1 marketingcommunicatiemix.........................................................................................................5
2 deel 1 : De marketingmix.....................................................................................................................5
2.1 De 4 P’s.........................................................................................................................................5
2.2 De marketingmix in evenwicht......................................................................................................6
2.3 Het marketingbeleid en de communicatieve waarde van het product-, prijs- en distributiebeleid
............................................................................................................................................................6
2.3.1 Productbeleid........................................................................................................................6
2.3.2 Prijsbeleid............................................................................................................................20
2.3.3 Distributiebeleid.................................................................................................................22
2.3.4 Besluit : impact van product, prijs, plaats op communicatie...............................................24
3 deel 2 : reclame.................................................................................................................................25
3.1 definitie.......................................................................................................................................25
3.2 ontwikkeling & strategieën.........................................................................................................25
3.2.1 Semiotiek als invalshoek......................................................................................................25
3.2.2 Retoriek als invalshoek........................................................................................................26
3.2.3 Hard selling..........................................................................................................................29
3.2.4 Soft selling............................................................................................................................29
3.3 Evolutie van strategieën.............................................................................................................30
3.3.1 Evolutie................................................................................................................................30
3.4 reclamestrategieën.....................................................................................................................32
3.4.1 Idolatrie...............................................................................................................................32
3.4.3 Iconologie............................................................................................................................34
3.4.4 Narcisme..............................................................................................................................36
3.4.5 Totemisme...........................................................................................................................38
3.4.6 Besluit..................................................................................................................................38
3.5 reclameplanning.........................................................................................................................40
3.5.1 Reclameplan........................................................................................................................40
3.6 focus op creatieve formats & cues.............................................................................................61
3.6.1 creatieve aanspreekvormen................................................................................................61
3.7 focus op creatief taalgebruik......................................................................................................78
3.7.1 creatief proces.....................................................................................................................78
4 deel 3: Sponsoring.............................................................................................................................81
4.1 definitie & doelen.......................................................................................................................81
4.1.1 Definitie...............................................................................................................................81
2
, 4.1.2 Typen van sponsoringobjecten............................................................................................81
4.1.3 Welke prestaties leveren sponsor en gesponsorde.............................................................82
4.1.4 Welke sponsoringseffecten onderscheiden.........................................................................82
4.2 pro & contra...............................................................................................................................85
4.2.1 Sponsoringspiraal................................................................................................................86
4.3 focus op sportsponsoring...........................................................................................................87
4.3.1 Wat en waarom?.................................................................................................................87
4.4 focus op cultuursponsoring........................................................................................................88
4.4.1 Pro’s & contra’s....................................................................................................................88
4.5 focus op mediasponsoring..........................................................................................................89
4.5.1 Pro’s & contra’s....................................................................................................................89
4.6 focus op goede doelen...............................................................................................................90
4.6.1 Cause-related sponsoring....................................................................................................90
4.7 planning & selectie.....................................................................................................................91
4.7.1 de verschillende fasen van een sponsoringactieplan...........................................................91
4.8 evaluatie.....................................................................................................................................93
4.9 problemen bij sponsoring...........................................................................................................94
4.9.1 merkverwarring...................................................................................................................94
4.9.2 Ambush sponsor of sluiksponsoring....................................................................................95
..........................................................................................................................................................96
4.10 besluit......................................................................................................................................97
5 deel 4: Public relations......................................................................................................................97
5.1 definities.....................................................................................................................................97
5.1.1 Aandachtspunten.................................................................................................................98
5.2 stakeholders...............................................................................................................................98
5.3 PR ontstaan & ontwikkeling........................................................................................................98
5.3.1 The public be ignored (tot 1900).........................................................................................99
5.3.2 The public be informed (1900-1918)...................................................................................99
5.3.3 The public be educated (1918-1945)...................................................................................99
5.3.4 The public be known (1945-1968).......................................................................................99
5.3.5 The public be involved (1968>)............................................................................................99
5.4 PR sterktes en zwaktes...............................................................................................................99
5.4.1 Sterktes................................................................................................................................99
5.4.2 Zwaktes..............................................................................................................................100
5.5 PR: uitdagingen.........................................................................................................................100
5.6 PR: typen..................................................................................................................................100
3
, 5.6.1 Focus op media-PR............................................................................................................101
5.6.2 Belang van nieuwskapstokken...........................................................................................108
5.6.3 PR meten...........................................................................................................................109
6 besluit: geïntegreerde marketingcommunicatie..............................................................................109
6.1 marketingcommunicatiemix.....................................................................................................109
6.2 evolutie marketingcommunicatie.............................................................................................110
6.2.1 Besluit: Noodzaak IMC.......................................................................................................111
4
Reclame,
sponsoring &
public relations
Lessen door Michel Walrave
Samenvatting door Ella Konings
2021-2022
1
,Inhoud
1.1 marketingcommunicatiemix.........................................................................................................5
2 deel 1 : De marketingmix.....................................................................................................................5
2.1 De 4 P’s.........................................................................................................................................5
2.2 De marketingmix in evenwicht......................................................................................................6
2.3 Het marketingbeleid en de communicatieve waarde van het product-, prijs- en distributiebeleid
............................................................................................................................................................6
2.3.1 Productbeleid........................................................................................................................6
2.3.2 Prijsbeleid............................................................................................................................20
2.3.3 Distributiebeleid.................................................................................................................22
2.3.4 Besluit : impact van product, prijs, plaats op communicatie...............................................24
3 deel 2 : reclame.................................................................................................................................25
3.1 definitie.......................................................................................................................................25
3.2 ontwikkeling & strategieën.........................................................................................................25
3.2.1 Semiotiek als invalshoek......................................................................................................25
3.2.2 Retoriek als invalshoek........................................................................................................26
3.2.3 Hard selling..........................................................................................................................29
3.2.4 Soft selling............................................................................................................................29
3.3 Evolutie van strategieën.............................................................................................................30
3.3.1 Evolutie................................................................................................................................30
3.4 reclamestrategieën.....................................................................................................................32
3.4.1 Idolatrie...............................................................................................................................32
3.4.3 Iconologie............................................................................................................................34
3.4.4 Narcisme..............................................................................................................................36
3.4.5 Totemisme...........................................................................................................................38
3.4.6 Besluit..................................................................................................................................38
3.5 reclameplanning.........................................................................................................................40
3.5.1 Reclameplan........................................................................................................................40
3.6 focus op creatieve formats & cues.............................................................................................61
3.6.1 creatieve aanspreekvormen................................................................................................61
3.7 focus op creatief taalgebruik......................................................................................................78
3.7.1 creatief proces.....................................................................................................................78
4 deel 3: Sponsoring.............................................................................................................................81
4.1 definitie & doelen.......................................................................................................................81
4.1.1 Definitie...............................................................................................................................81
2
, 4.1.2 Typen van sponsoringobjecten............................................................................................81
4.1.3 Welke prestaties leveren sponsor en gesponsorde.............................................................82
4.1.4 Welke sponsoringseffecten onderscheiden.........................................................................82
4.2 pro & contra...............................................................................................................................85
4.2.1 Sponsoringspiraal................................................................................................................86
4.3 focus op sportsponsoring...........................................................................................................87
4.3.1 Wat en waarom?.................................................................................................................87
4.4 focus op cultuursponsoring........................................................................................................88
4.4.1 Pro’s & contra’s....................................................................................................................88
4.5 focus op mediasponsoring..........................................................................................................89
4.5.1 Pro’s & contra’s....................................................................................................................89
4.6 focus op goede doelen...............................................................................................................90
4.6.1 Cause-related sponsoring....................................................................................................90
4.7 planning & selectie.....................................................................................................................91
4.7.1 de verschillende fasen van een sponsoringactieplan...........................................................91
4.8 evaluatie.....................................................................................................................................93
4.9 problemen bij sponsoring...........................................................................................................94
4.9.1 merkverwarring...................................................................................................................94
4.9.2 Ambush sponsor of sluiksponsoring....................................................................................95
..........................................................................................................................................................96
4.10 besluit......................................................................................................................................97
5 deel 4: Public relations......................................................................................................................97
5.1 definities.....................................................................................................................................97
5.1.1 Aandachtspunten.................................................................................................................98
5.2 stakeholders...............................................................................................................................98
5.3 PR ontstaan & ontwikkeling........................................................................................................98
5.3.1 The public be ignored (tot 1900).........................................................................................99
5.3.2 The public be informed (1900-1918)...................................................................................99
5.3.3 The public be educated (1918-1945)...................................................................................99
5.3.4 The public be known (1945-1968).......................................................................................99
5.3.5 The public be involved (1968>)............................................................................................99
5.4 PR sterktes en zwaktes...............................................................................................................99
5.4.1 Sterktes................................................................................................................................99
5.4.2 Zwaktes..............................................................................................................................100
5.5 PR: uitdagingen.........................................................................................................................100
5.6 PR: typen..................................................................................................................................100
3
, 5.6.1 Focus op media-PR............................................................................................................101
5.6.2 Belang van nieuwskapstokken...........................................................................................108
5.6.3 PR meten...........................................................................................................................109
6 besluit: geïntegreerde marketingcommunicatie..............................................................................109
6.1 marketingcommunicatiemix.....................................................................................................109
6.2 evolutie marketingcommunicatie.............................................................................................110
6.2.1 Besluit: Noodzaak IMC.......................................................................................................111
4
