Summary for the Marketing Communications course

MARKETING COMMUNICATIONS
Toegepast examen: geen letterlijke definities of modellen: toepassen en inzicht

Engels examen maar Nederlands mag bij moeilijke woorden

CHAPTER 1: INTEGRATED COMMUNICATIONS

INTRODUCTION TO MARKETING CONCEPTS


WHAT IS MARKETING?

“Marketing is the process of planning and executing the conception, pricing, promotion and
distributions of ideas, goods and services to create and exchange value, and satisfy individual
and organisational objectives.”

Keyword = value is at the heart of marketing

INSTRUMENTS OF THE MARKETING MIX

4 categories of tools

- Product = customer need: benefits, features, options,…
- Price = cost to the customer: list price, discounts,..
- Place = convencience
- Promotion (we will focus on this the most)


WHAT IS MARKETING COMMUNICATION?

Marketing communications (MC) is the process through which organizations and audiences engage with one
another.”




 No one way, but loop with cognitive, attitudinal and behavioral responses
 Concept of noice: no perfect marketing communication  much noice and distraction: no perfect tool
to use
o For example: the course: distraction and noice, smartphone: can be internal or external from
a different source




1

,INSTRUMENTS OF MARKETING MIX: PROMOTION

 Advertising
 Brand activation (promotions, in-store, experience)
 Direct marketing communications
 Public relations
 Sponsorship
 Exhibitions and trade fairs
 Offline & Online


WHAT IS ADVERTISING?

 One-to-many: mass communication tool
 Monologue
o Except: online
 Paid
o Consequences
 You only get to see what the brand wants you to see
 Lowers your credibility of the brand: the consumers knows that the organization
spends a lot of money: you develop strong persuasive knowledge as a company
 Is focused on the long term
o Trying to get into the mindset of consumers to changer their attitudes on the long run
 Intermediary effects: using other techniques like for example direct mailing


ONLINE ADVERTISING

 More personalized and targeted
 Quicker and more measurable
 Long run: trying to get into the mindset of consumers
 How?
o Websites
o Advertising on websites
o E-mail
o Social media advertising
o Mobile advertising


BRAND ACTIVATION

Short term -> action-based level

 Sales promotion
o Sales stimulation
o Incentive-based: ex. Extra product, discount, …
o Problem: you’re selling a price discount and not the product  so consequence:
o Image destroying!
 Type of promotion
 Type of reward
o Ex. Luxury brands do not use sales promotion: they know that it arms the image..
o It’s usefull but using it to often can image the brand


2

,  Point-of-purchase communications
o In-store communications
 Ex. Supermarket: ‘new’
 Reaching the consumer at the right place, at the right time
o Example: gas station to fill up your car: form of communication on it because you’re standing
there waiting for your fuel  very effective communication (no online involved so offline
communication)
o Example: toilet in the cinema’s  restroom advertising
 Experience marketing
o The art of creating an experience where the result is an emotional connection to a person,
brand, product or idea
o Field marketing, customer service, special
events, product promotions, PR stunts,...
o Creating connection through a designed
emotive experience
o Examples:
 BBQ week with brands in supermarket
 Test drive with car
 Flagship stores like Nike or M&Ms


DIRECT MARKETING

 Direct mailing
 Telemarketing
 Catalogue selling
 Increasingly online
 Personal
 Measurable


PUBLIC RELATIONS

 Press releases, events, conferences, etc.
 Mainly corporate communications tool
 Build and maintain goodwill
and reputation
 Generate positive publicity
 Many stakeholders


PUBLIC RELATIONS VS. ADVERTISING




PR Advertising

All about the brand All about the product or service

Controlled by the media Controlled by the brand

Credible: third-party validation Less trusted



3

, Earned Paid

Persuasive Guaranteed placement

Written Visual

Not expensive Expensive


SPONSORSHIP

 Cash or kind as investment
 Return, especially sales
 Strong image carry-over effects
 Other sponsors
 Match-up between sponsor and sponsored organization
 Example: UEFA cup 2020 where coca cola was the main sponsor


PERSONAL VS. MASS COMMUNICATIONS




Selective perception: you will take what is relevant for you

Comprehension:

 Online advertising = personal and mass: combination of both
 BUT: also tradional forms of communication are effective


IMAGE VS ACTION COMMUNICATIONS




4