Samenvatting Marketing Communications

MARKETING COMMUNICATION
TABLE OF CONTENTS

Chapter 1: Integrated communications .................................................................................................................. 2
Chapter 2: branding .............................................................................................................................................. 17
Chapter 3: how marketing communications work ................................................................................................ 34
Chapter 4: marketing communications planning .................................................................................................. 57
Chapter 5: advertising ........................................................................................................................................... 80
Chapter 6: media planning .................................................................................................................................. 102
Chapter 7: brand activation ................................................................................................................................ 119
Chapter 8: direct marketing ................................................................................................................................ 133
Chapter 12: measuring campaign effectiveness ................................................................................................. 140
Chapter 13: ethical issues in marketing communications................................................................................... 151
Learning path chapter 8-12-13............................................................................................................................ 159
Online advertising ............................................................................................................................................... 164
Guest lecture: BAM Touurism Ostend ................................................................................................................ 184




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,CHAPTER 1: INTEGRATED COMMUNICATIONS

MARKETING

Marketing = the process of planning and executing the conception, pricing,
promotion and distributions ofideas, goods and services to create and exchange
VALUE, and satisfy individual and organizational objectives.

The marketer has a number of tools to reach the objectives and goals: the
instruments of the marketing mix.

Usually when we talk about marketing, we talk about the 4 P’s. Now we have to talk
about the 4C’s. 4 P’s are inside out. 4 C’s are defined of the point of view of the
customer. Basically they are the same set of tools. This course is about the 4th one: communication, promotion.
It is the most visible aspect of marketing. A product is only interesting when it meets a (potential) customer need!




MARKETING COMMUNICATIONS

Marketing communications = the process through which organizations and audiences engage with one another.




Noise for example, other ads (there is not enough cognitive ability to pay attention to every ad).

As a brand, you want to evoke something in the customer.




INSTRUMENTS OF THE COMMUNICATIONS MIX




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,ADVERTISING
o Non-personal
o One-to-many (mass)
o Monologue
o Paid (vs organic, but not enough)
o Often long term
o Via intermediary effects
o Do not expect that people will immediately buy the product. Create a positive attitude within
customers, it is not about making the immediate sale but to convince the customer of the
product
o Persuasion knowledge
o It could be obvious to customers, people know the tricks
o Hybrid forms


BRAND ACTIVATION (PROMOTIONS, IN -STORE, EXPERIENCE)
Brand activation = the integration of all available communications means in a creative platform in order to
activate consumers by stimulating interest, initiating trial and eventually securing consumer loyalty.

o Short term
o Behavior
o It is about quickly convincing a customer to buy a product. A direct and behavioral response.
o Through sales promotions, for example, free sound system when you buy a car or when you buy 5
coffees you get the 6th one for free
o Sales stimulation
o Incentive-based
o Image destroying?
▪ Type of promotion
▪ Type of reward
o Through in-store communications
o 2 + 1 free
o All kinds of visual or sensory appeals that are in a store, like smells, music… for example, Italian
music playing in the wine section leads to an increase in buying wine
o Point-of-purchase communications
o Through experience marketing
o The art of creating an experience where the result is an emotional connection to a person,
brand, product or idea
o Creating connection through a designed emotive experience
o Creating a memory
o Impression management
o For example, flagship stores of Nike, M&M’s, test drive…


DIRECT MARKETING COMMUNICATIONS
o Direct in contact with customers, so possibility to direct feedback
o Direct mailing
o Telemarketing
o Catalogue selling
o Increasingly online
o A lot of online marketing is becoming direct marketing, because we are always in contact with the brand



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, o Personal
o Measurable

Is direct marketing always experience marketing? No, experience marketing is always direct marketing. Direct
marketing is not always focused on evoking an experience.


PUBLIC RELATIONS
Public relations = impersonal mass communication in mass media, but not paid for by the company and the
content is written by journalists.

o Mainly corporate communications tool
o Building and maintaining goodwill and reputation
o Generate positive (or negative) publicity
o Many stakeholders




SPONSORSHIP
o Advertising
o Monologue
o Mass communication
o Long term
o Cash or kin
o Return!
o Gain visibility
o Strong imago carry over effects
o Other sponsors!
o Match-up
o You want the values of for example, an event to be a match with the values of your brand


EXHIBITIONS AND TRADE FAIRS
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OFFLINE AND ONLINE
o Search engine
o Customer journey can happen quickly nowadays



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