INHOUDSTABEL
1 De marke4ngmix ................................................................................................................................... 5
1.1 Marke(ng ............................................................................................................................................. 5
1.2 De 4 P’s ................................................................................................................................................. 6
1.3 De marke(ngmix in evenwicht ............................................................................................................. 6
2 Het marke4ngbeleid & de communica4eve waarde van het Product, prijs en distribu4ebeleid .............. 7
2.1 Productbeleid ....................................................................................................................................... 7
2.1.1 Mark(ype ........................................................................................................................................ 7
2.1.2 Productlagen/aspecten ................................................................................................................... 7
2.1.3 Het verschil tussen een dienst en een product: .............................................................................. 7
2.1.4 Produc(ypen en de gevolgen voor de marke@ngcommunica@e ..................................................... 9
Hoe beslissen consumenten?.................................................................................................................... 9
Onderscheiden producten ...................................................................................................................... 11
2.1.5 Welk kwaliteitsniveau wil ik leveren? ............................................................................................ 12
2.1.6 Merkenbeleid: welke naam voor het product? ............................................................................. 13
Belang van een merk:.............................................................................................................................. 14
Hoe een merknaam creëren: welke typen? ............................................................................................ 14
Hoe een merknaam kiezen?.................................................................................................................... 14
Wat kenmerkt sterke merken? ................................................................................................................ 14
Merkenbeleid: 1 merk............................................................................................................................. 16
Bv: Coca cola doet aan corporate: coca cola cherry, … maar ook aan mul@branding: tabXtra ............... 18
Introduc@e van een product in het buitenland, dan keuze tussen een uniforme merknaam in alle
landen of een naam per land/regio: ....................................................................................................... 18
Merkenbeleid: 2 merken ......................................................................................................................... 18
Welk merkenporTolio? ........................................................................................................................... 18
2.1.7 Verpakking ..................................................................................................................................... 19
Func@es verpakking: ............................................................................................................................... 19
Vereisten van de verpakking: .................................................................................................................. 19
Design variabelen:................................................................................................................................... 20
2.1.8 Dienst na verkoop: service ............................................................................................................ 20
2.2 Prijsbeleid ........................................................................................................................................... 20
2.2.1 Factoren ......................................................................................................................................... 21
1) Kostprijs van het product............................................................................................................... 21
2) Het eigen marke@ngbeleid ............................................................................................................ 21
3) Wensen van poten@ële afnemers.................................................................................................. 21
4) Prijs van concurrerende merken.................................................................................................... 21
5) Func@e van de tussenhandel ......................................................................................................... 21
6) Prijsmaatregelen van de overheid ................................................................................................. 21
2.2.2 Welke strategieën voor een prijsverhoging? ................................................................................. 22
Overwegingen: ........................................................................................................................................ 22
Strategieën: ............................................................................................................................................. 22
2.3 Distribu(ebeleid ................................................................................................................................. 22
2.3.1 Schakels ......................................................................................................................................... 23
2.3.2 Intensiteit ...................................................................................................................................... 23
1. Intensieve distribu@e : ................................................................................................................... 23
2. Selec@eve distribu@e : ................................................................................................................... 23
3. Exclusieve distribu@e : ................................................................................................................... 23
2.3.3 Wat is de communica@eve waarde van de distribu@e? ................................................................. 24
Push vs Pull ............................................................................................................................................. 24
3 Reclame ............................................................................................................................................... 25
1
, 3.1 Defini(e en kenmerken ....................................................................................................................... 25
3.1.1 Defini@es: ...................................................................................................................................... 25
3.1.2 Kenmerken: ................................................................................................................................... 25
3.2 Ontwikkeling en strategieën ............................................................................................................... 25
3.2.1 Semio@ek als invalshoek ................................................................................................................ 26
3.2.2 Retoriek als invalshoek .................................................................................................................. 26
Analyse van de reclameboodschap door middel van retoriek: ............................................................... 26
Hoe bouwt men de redenering op die St en Sé verbindt? ...................................................................... 27
3.2.3 Hard selling .................................................................................................................................... 27
3.2.4 Soc selling ..................................................................................................................................... 28
3.3 Evolu(e van strategieën ..................................................................................................................... 28
3.3.1 Evolu@e .......................................................................................................................................... 29
Volgens fox: ............................................................................................................................................. 29
Volgens Leiss: .......................................................................................................................................... 29
Persuasiemodel ....................................................................................................................................... 30
3.4 Reclamestrategieën ............................................................................................................................ 30
3.4.1 Idolatrie ......................................................................................................................................... 30
Idolera@es bij innova@es ......................................................................................................................... 31
3.4.2 Iconologie ...................................................................................................................................... 32
3.4.3 Narcisme ........................................................................................................................................ 33
Het onderscheid iconologie en narcisme : .............................................................................................. 35
3.4.4 Totemisme ..................................................................................................................................... 35
3.4.5 Besluit ............................................................................................................................................ 36
Reclame strategie en posi@onering......................................................................................................... 36
3.5 Reclameplanning ................................................................................................................................ 37
3.5.1 Reclameplan .................................................................................................................................. 37
1. Campagne strategie ....................................................................................................................... 37
2. Crea@eve strategie .............................................................................................................................. 44
3. Mediastrategie .............................................................................................................................. 48
3.6 Focus op crea(eve formats & cues ..................................................................................................... 54
3.6.1 Ra@onele formats .......................................................................................................................... 54
Focus op vergelijkbare reclame............................................................................................................... 55
3.6.2 Emo@onele formats ....................................................................................................................... 57
Emo@onele format: angst ....................................................................................................................... 58
Emo@onele format: humor ..................................................................................................................... 61
Emo@oenele format: warmte.................................................................................................................. 63
Emo@onele format: ero@ek..................................................................................................................... 64
3.6.3 Presentators & endorsers .............................................................................................................. 65
Celebrity .................................................................................................................................................. 65
Expert ...................................................................................................................................................... 66
User, consument ..................................................................................................................................... 66
CEO.......................................................................................................................................................... 66
3.7 Focus op crea(ef taalgebruik ............................................................................................................. 68
3.7.1 Crea@ef proces .............................................................................................................................. 68
Reclametaal: strategieën voor gemarkeerd taalgebruik: ........................................................................ 69
4 Sponsoring ........................................................................................................................................... 72
4.1 Defini(e en doelen ............................................................................................................................. 72
4.1.1 Defini@e ......................................................................................................................................... 72
4.1.2 Typen van sponsoringobjecten ...................................................................................................... 72
4.1.3 Welke presta@es leveren sponsor en gesponsorde? ..................................................................... 72
4.1.4 Sponsoringeffecten ........................................................................................................................ 73
Exposure effect (cogni@ef) ...................................................................................................................... 73
2
, Congruity effect (cogni@ef) ..................................................................................................................... 74
Carry-over effect of helo-effect (affec@ef) .............................................................................................. 74
Context effect (affec@ef) ......................................................................................................................... 74
Buying behaviour effect (cona@ef) .......................................................................................................... 75
4.2 Voor- en nadelen van sponsoring ....................................................................................................... 76
4.3 Focus op sportsponsoring ................................................................................................................... 77
4.3.1 Waarom kiezen voor sportsponsoring? ......................................................................................... 77
4.3.2 Instrument om keuze te bepalen................................................................................................... 77
4.4 Focus op cultuursponsoring ................................................................................................................ 78
4.4.1 Wat is cultuursponsoring ............................................................................................................... 78
4.4.2 Waarom cultuursponsoring ........................................................................................................... 78
4.5 Focus op mediasponsoring ................................................................................................................. 78
4.5.1 Twee betekenissen/vormen .......................................................................................................... 78
4.5.2 Waarom mediasponsoring ............................................................................................................ 79
4.6 Focus op cause related sponsoring ..................................................................................................... 79
4.6.1 Wat is cause related sponsoring .................................................................................................... 79
4.6.2 Doelstellingen die men wil bereiken met cause-related sponsoring: ............................................ 80
4.6.3 Waarom cause related-sponsoring? .............................................................................................. 80
4.7 Planning en selec(e ............................................................................................................................ 81
4.7.1 Vaststellen sponsoringobject ......................................................................................................... 81
4.7.2 Evalua@e ........................................................................................................................................ 83
Hoe sponsoringcampagnes evalueren? .................................................................................................. 83
4.8 Problemen bij sponsoring ................................................................................................................... 84
4.8.1 Merkverwarring ............................................................................................................................. 84
4.8.2 Sluiksponsoring/ambushsponsoring ............................................................................................. 85
Defini@e................................................................................................................................................... 85
Vormen ................................................................................................................................................... 85
Redenen voor ambush sponsoring: ........................................................................................................ 86
Gevolgen ................................................................................................................................................. 86
Oplossingen............................................................................................................................................. 86
4.9 Besluit ................................................................................................................................................. 87
5 Public rela4ons .................................................................................................................................... 88
5.1 Inleiding .............................................................................................................................................. 88
5.1.1 Defini@es ....................................................................................................................................... 88
Aandachtspunten omtrent de defini@e van PR ....................................................................................... 88
5.1.2 Stakeholders .................................................................................................................................. 89
5.1.3 Ontstaan & ontwikkeling PR .......................................................................................................... 89
5.1.4 Sterktes en zwaktes ....................................................................................................................... 90
5.1.5 Uitdagingen ................................................................................................................................... 91
5.1.6 Typen PR: mogelijke opdeling........................................................................................................ 91
5.2 Focus op media-PR ............................................................................................................................. 91
5.2.1 Kennisopbouw over media en journalisten ................................................................................... 92
5.2.2 Kennisopbouw over bronnen: ....................................................................................................... 92
5.2.3 Mediarela@es opstarten ................................................................................................................ 93
Fase 1: Zoekfase ...................................................................................................................................... 93
Fase 2: ContacTase ................................................................................................................................. 93
Fase 3: Reac@efase .................................................................................................................................. 93
5.2.4 Perslijst samenstellen .................................................................................................................... 93
Logboek perscontacten ........................................................................................................................... 94
5.2.5 Persdocumenten en ontmoedigen ................................................................................................ 94
Persbericht .............................................................................................................................................. 94
3
, Jaarverslag .............................................................................................................................................. 95
White paper ............................................................................................................................................ 95
Persconferen@e ....................................................................................................................................... 96
Webinair: online persconferen@e ........................................................................................................... 97
Ronde tafel gesprek ................................................................................................................................ 97
Persbezoek .............................................................................................................................................. 97
Persreis .................................................................................................................................................... 98
Media events .......................................................................................................................................... 98
5.2.6 Belang van nieuwskapstokken ....................................................................................................... 98
5.3 PR meten ............................................................................................................................................ 99
6 Besluit: Geïntegreerde marke4ngcommunica4e................................................................................. 100
6.1 Marke(ngcommunica(emix ............................................................................................................ 100
6.2 Evolu(e marke(ngcommunica(e ..................................................................................................... 100
6.2.1 Besluit: noodzaak IMC ................................................................................................................. 101
4
1 De marke4ngmix ................................................................................................................................... 5
1.1 Marke(ng ............................................................................................................................................. 5
1.2 De 4 P’s ................................................................................................................................................. 6
1.3 De marke(ngmix in evenwicht ............................................................................................................. 6
2 Het marke4ngbeleid & de communica4eve waarde van het Product, prijs en distribu4ebeleid .............. 7
2.1 Productbeleid ....................................................................................................................................... 7
2.1.1 Mark(ype ........................................................................................................................................ 7
2.1.2 Productlagen/aspecten ................................................................................................................... 7
2.1.3 Het verschil tussen een dienst en een product: .............................................................................. 7
2.1.4 Produc(ypen en de gevolgen voor de marke@ngcommunica@e ..................................................... 9
Hoe beslissen consumenten?.................................................................................................................... 9
Onderscheiden producten ...................................................................................................................... 11
2.1.5 Welk kwaliteitsniveau wil ik leveren? ............................................................................................ 12
2.1.6 Merkenbeleid: welke naam voor het product? ............................................................................. 13
Belang van een merk:.............................................................................................................................. 14
Hoe een merknaam creëren: welke typen? ............................................................................................ 14
Hoe een merknaam kiezen?.................................................................................................................... 14
Wat kenmerkt sterke merken? ................................................................................................................ 14
Merkenbeleid: 1 merk............................................................................................................................. 16
Bv: Coca cola doet aan corporate: coca cola cherry, … maar ook aan mul@branding: tabXtra ............... 18
Introduc@e van een product in het buitenland, dan keuze tussen een uniforme merknaam in alle
landen of een naam per land/regio: ....................................................................................................... 18
Merkenbeleid: 2 merken ......................................................................................................................... 18
Welk merkenporTolio? ........................................................................................................................... 18
2.1.7 Verpakking ..................................................................................................................................... 19
Func@es verpakking: ............................................................................................................................... 19
Vereisten van de verpakking: .................................................................................................................. 19
Design variabelen:................................................................................................................................... 20
2.1.8 Dienst na verkoop: service ............................................................................................................ 20
2.2 Prijsbeleid ........................................................................................................................................... 20
2.2.1 Factoren ......................................................................................................................................... 21
1) Kostprijs van het product............................................................................................................... 21
2) Het eigen marke@ngbeleid ............................................................................................................ 21
3) Wensen van poten@ële afnemers.................................................................................................. 21
4) Prijs van concurrerende merken.................................................................................................... 21
5) Func@e van de tussenhandel ......................................................................................................... 21
6) Prijsmaatregelen van de overheid ................................................................................................. 21
2.2.2 Welke strategieën voor een prijsverhoging? ................................................................................. 22
Overwegingen: ........................................................................................................................................ 22
Strategieën: ............................................................................................................................................. 22
2.3 Distribu(ebeleid ................................................................................................................................. 22
2.3.1 Schakels ......................................................................................................................................... 23
2.3.2 Intensiteit ...................................................................................................................................... 23
1. Intensieve distribu@e : ................................................................................................................... 23
2. Selec@eve distribu@e : ................................................................................................................... 23
3. Exclusieve distribu@e : ................................................................................................................... 23
2.3.3 Wat is de communica@eve waarde van de distribu@e? ................................................................. 24
Push vs Pull ............................................................................................................................................. 24
3 Reclame ............................................................................................................................................... 25
1
, 3.1 Defini(e en kenmerken ....................................................................................................................... 25
3.1.1 Defini@es: ...................................................................................................................................... 25
3.1.2 Kenmerken: ................................................................................................................................... 25
3.2 Ontwikkeling en strategieën ............................................................................................................... 25
3.2.1 Semio@ek als invalshoek ................................................................................................................ 26
3.2.2 Retoriek als invalshoek .................................................................................................................. 26
Analyse van de reclameboodschap door middel van retoriek: ............................................................... 26
Hoe bouwt men de redenering op die St en Sé verbindt? ...................................................................... 27
3.2.3 Hard selling .................................................................................................................................... 27
3.2.4 Soc selling ..................................................................................................................................... 28
3.3 Evolu(e van strategieën ..................................................................................................................... 28
3.3.1 Evolu@e .......................................................................................................................................... 29
Volgens fox: ............................................................................................................................................. 29
Volgens Leiss: .......................................................................................................................................... 29
Persuasiemodel ....................................................................................................................................... 30
3.4 Reclamestrategieën ............................................................................................................................ 30
3.4.1 Idolatrie ......................................................................................................................................... 30
Idolera@es bij innova@es ......................................................................................................................... 31
3.4.2 Iconologie ...................................................................................................................................... 32
3.4.3 Narcisme ........................................................................................................................................ 33
Het onderscheid iconologie en narcisme : .............................................................................................. 35
3.4.4 Totemisme ..................................................................................................................................... 35
3.4.5 Besluit ............................................................................................................................................ 36
Reclame strategie en posi@onering......................................................................................................... 36
3.5 Reclameplanning ................................................................................................................................ 37
3.5.1 Reclameplan .................................................................................................................................. 37
1. Campagne strategie ....................................................................................................................... 37
2. Crea@eve strategie .............................................................................................................................. 44
3. Mediastrategie .............................................................................................................................. 48
3.6 Focus op crea(eve formats & cues ..................................................................................................... 54
3.6.1 Ra@onele formats .......................................................................................................................... 54
Focus op vergelijkbare reclame............................................................................................................... 55
3.6.2 Emo@onele formats ....................................................................................................................... 57
Emo@onele format: angst ....................................................................................................................... 58
Emo@onele format: humor ..................................................................................................................... 61
Emo@oenele format: warmte.................................................................................................................. 63
Emo@onele format: ero@ek..................................................................................................................... 64
3.6.3 Presentators & endorsers .............................................................................................................. 65
Celebrity .................................................................................................................................................. 65
Expert ...................................................................................................................................................... 66
User, consument ..................................................................................................................................... 66
CEO.......................................................................................................................................................... 66
3.7 Focus op crea(ef taalgebruik ............................................................................................................. 68
3.7.1 Crea@ef proces .............................................................................................................................. 68
Reclametaal: strategieën voor gemarkeerd taalgebruik: ........................................................................ 69
4 Sponsoring ........................................................................................................................................... 72
4.1 Defini(e en doelen ............................................................................................................................. 72
4.1.1 Defini@e ......................................................................................................................................... 72
4.1.2 Typen van sponsoringobjecten ...................................................................................................... 72
4.1.3 Welke presta@es leveren sponsor en gesponsorde? ..................................................................... 72
4.1.4 Sponsoringeffecten ........................................................................................................................ 73
Exposure effect (cogni@ef) ...................................................................................................................... 73
2
, Congruity effect (cogni@ef) ..................................................................................................................... 74
Carry-over effect of helo-effect (affec@ef) .............................................................................................. 74
Context effect (affec@ef) ......................................................................................................................... 74
Buying behaviour effect (cona@ef) .......................................................................................................... 75
4.2 Voor- en nadelen van sponsoring ....................................................................................................... 76
4.3 Focus op sportsponsoring ................................................................................................................... 77
4.3.1 Waarom kiezen voor sportsponsoring? ......................................................................................... 77
4.3.2 Instrument om keuze te bepalen................................................................................................... 77
4.4 Focus op cultuursponsoring ................................................................................................................ 78
4.4.1 Wat is cultuursponsoring ............................................................................................................... 78
4.4.2 Waarom cultuursponsoring ........................................................................................................... 78
4.5 Focus op mediasponsoring ................................................................................................................. 78
4.5.1 Twee betekenissen/vormen .......................................................................................................... 78
4.5.2 Waarom mediasponsoring ............................................................................................................ 79
4.6 Focus op cause related sponsoring ..................................................................................................... 79
4.6.1 Wat is cause related sponsoring .................................................................................................... 79
4.6.2 Doelstellingen die men wil bereiken met cause-related sponsoring: ............................................ 80
4.6.3 Waarom cause related-sponsoring? .............................................................................................. 80
4.7 Planning en selec(e ............................................................................................................................ 81
4.7.1 Vaststellen sponsoringobject ......................................................................................................... 81
4.7.2 Evalua@e ........................................................................................................................................ 83
Hoe sponsoringcampagnes evalueren? .................................................................................................. 83
4.8 Problemen bij sponsoring ................................................................................................................... 84
4.8.1 Merkverwarring ............................................................................................................................. 84
4.8.2 Sluiksponsoring/ambushsponsoring ............................................................................................. 85
Defini@e................................................................................................................................................... 85
Vormen ................................................................................................................................................... 85
Redenen voor ambush sponsoring: ........................................................................................................ 86
Gevolgen ................................................................................................................................................. 86
Oplossingen............................................................................................................................................. 86
4.9 Besluit ................................................................................................................................................. 87
5 Public rela4ons .................................................................................................................................... 88
5.1 Inleiding .............................................................................................................................................. 88
5.1.1 Defini@es ....................................................................................................................................... 88
Aandachtspunten omtrent de defini@e van PR ....................................................................................... 88
5.1.2 Stakeholders .................................................................................................................................. 89
5.1.3 Ontstaan & ontwikkeling PR .......................................................................................................... 89
5.1.4 Sterktes en zwaktes ....................................................................................................................... 90
5.1.5 Uitdagingen ................................................................................................................................... 91
5.1.6 Typen PR: mogelijke opdeling........................................................................................................ 91
5.2 Focus op media-PR ............................................................................................................................. 91
5.2.1 Kennisopbouw over media en journalisten ................................................................................... 92
5.2.2 Kennisopbouw over bronnen: ....................................................................................................... 92
5.2.3 Mediarela@es opstarten ................................................................................................................ 93
Fase 1: Zoekfase ...................................................................................................................................... 93
Fase 2: ContacTase ................................................................................................................................. 93
Fase 3: Reac@efase .................................................................................................................................. 93
5.2.4 Perslijst samenstellen .................................................................................................................... 93
Logboek perscontacten ........................................................................................................................... 94
5.2.5 Persdocumenten en ontmoedigen ................................................................................................ 94
Persbericht .............................................................................................................................................. 94
3
, Jaarverslag .............................................................................................................................................. 95
White paper ............................................................................................................................................ 95
Persconferen@e ....................................................................................................................................... 96
Webinair: online persconferen@e ........................................................................................................... 97
Ronde tafel gesprek ................................................................................................................................ 97
Persbezoek .............................................................................................................................................. 97
Persreis .................................................................................................................................................... 98
Media events .......................................................................................................................................... 98
5.2.6 Belang van nieuwskapstokken ....................................................................................................... 98
5.3 PR meten ............................................................................................................................................ 99
6 Besluit: Geïntegreerde marke4ngcommunica4e................................................................................. 100
6.1 Marke(ngcommunica(emix ............................................................................................................ 100
6.2 Evolu(e marke(ngcommunica(e ..................................................................................................... 100
6.2.1 Besluit: noodzaak IMC ................................................................................................................. 101
4
