Marcom
1
,Inhoudstafel
1. Introductie ........................................................................................................................ 7
1.1. Wat is marketing? ..................................................................................................... 7
1.2. Instrumenten: de 4 P’s .............................................................................................. 7
1.3. Geïntegreerde marketing .......................................................................................... 8
1.4. Geïntegreerde disciplinen ......................................................................................... 8
1.5. Persoonlijke vs massa marketingcommunicatie ........................................................ 8
1.6. Uitdagingen geïntegreerde marketingcommunicatie ............................................... 9
1.7. Global marketing trends 2023 Deloitte ..................................................................... 9
1.8. MarkeMngcommunicaMe landschap ........................................................................ 10
1.9. Awards .................................................................................................................... 10
1.10. Wie doet wat:...................................................................................................... 11
2. Hoofdstuk 2: Doelgroep en segmentaMe ............................................................................ 11
2.1. Segmentering ............................................................................................................... 11
a. Markt segmentering ............................................................................................... 11
1. SOCIO-DEMOGRAFISCH ...................................................................................... 11
2. Categoriebasis ..................................................................................................... 12
3. MoMvaMonele SegmentaMe: ................................................................................ 12
4. OBV AANKOPGEDRAG ......................................................................................... 13
2.2. TargeMng ...................................................................................................................... 13
a. Rekening houden met: ............................................................................................ 14
b. TargeMng strategieën............................................................................................... 14
2.3. PosiMoning ................................................................................................................... 14
a. Wat is het .................................................................................................................... 14
b. PosiMoneringsstrategieën........................................................................................ 14
c. Risico’s ..................................................................................................................... 15
2
, d. Consumenten inzicht .............................................................................................. 15
e. 3 Meest gebruikte methoden om tot data voor posiMoning te komen:.................. 15
3.Hoofdstuk 3 MarkeMngcommunicaMe doelstellingen .......................................................... 16
3.1. Plannen voor markeMngcommunicaMeplan ................................................................. 16
a. Ondernemingsplan: ............................................................................................ 16
b. MarkeMngplan ..................................................................................................... 16
c. MarkeMngcommunicaMeplan .............................................................................. 17
3.2. MarkeMngcommunicaMe doelstellingen (AIDA) ........................................................... 17
a. Soorten doelstellingen ............................................................................................ 17
Besluit: Aida model ......................................................................................................... 19
ADIA online doelstellingen en strategie .............................................................................. 19
3.3. Elementen die de keuze van doelstellingen beïnvloeden ............................................ 21
1.Product life cycle .......................................................................................................... 21
2. Consumer choice situaMons .................................................................................... 22
3. Budget ..................................................................................................................... 22
3.1. Sales response models .................................................................................... 23
3.1.1. Concaaf omzetresponsmodel:....................................................................... 23
3.2.2. s-vormige omzetresponsmodellen ................................................................ 23
Ook rekening houden met: ......................................................................................... 23
3.3. Methoden voor communicaMebudgeben ....................................................... 23
a. Marginale analyse ........................................................................................... 23
b. InerMe .................................................................................................................. 24
c. Willekeurige toekenning ...................................................................................... 24
d. Sluitpostmethode................................................................................................ 24
e. Omzetpercentagemethode: ................................................................................ 24
f. Pariteitenmethode: .............................................................................................. 24
3
, g. Taakstellende methode ....................................................................................... 24
3.4. Wat met nieuwe kenmerken: .......................................................................... 24
4. Hoofdstuk 4: MarkeMng boodschap ................................................................................ 24
4.1. 5 types creaMeve appeals ........................................................................................ 25
4.1.1. RaMonele appeal: ............................................................................................ 25
- Soorten.................................................................................................................... 25
4.1.2. EmoMonele appeal: ......................................................................................... 25
Soorten: ...................................................................................................................... 25
4.1.3. Endorsers: ....................................................................................................... 26
4.1.4. Story telling: .................................................................................................... 26
4.1.5. User generated:............................................................................................... 26
4.1.6. CreaMve media adverMsing:............................................................................. 27
4.2. Welke boodschap benadrukken .............................................................................. 27
4.3. ISP: .......................................................................................................................... 27
4.3.1. Think: .............................................................................................................. 27
4.3.2. Feel: ................................................................................................................. 27
4.3.3. Believe: ............................................................................................................ 27
4.3.4. Do: ................................................................................................................... 27
4.4. CreaMeve brief ......................................................................................................... 27
5. Hoofdstuk 5: mediaplanning ............................................................................................... 28
5.1. Mediadoelstellingen .................................................................................................... 28
a. FrequenMe: .............................................................................................................. 28
b. Bereik en gewicht .................................................................................................... 29
c. ConMnuïteit: ............................................................................................................ 29
d. Kosten: .................................................................................................................... 29
e. SelecMviteit: ............................................................................................................ 29
4
1
,Inhoudstafel
1. Introductie ........................................................................................................................ 7
1.1. Wat is marketing? ..................................................................................................... 7
1.2. Instrumenten: de 4 P’s .............................................................................................. 7
1.3. Geïntegreerde marketing .......................................................................................... 8
1.4. Geïntegreerde disciplinen ......................................................................................... 8
1.5. Persoonlijke vs massa marketingcommunicatie ........................................................ 8
1.6. Uitdagingen geïntegreerde marketingcommunicatie ............................................... 9
1.7. Global marketing trends 2023 Deloitte ..................................................................... 9
1.8. MarkeMngcommunicaMe landschap ........................................................................ 10
1.9. Awards .................................................................................................................... 10
1.10. Wie doet wat:...................................................................................................... 11
2. Hoofdstuk 2: Doelgroep en segmentaMe ............................................................................ 11
2.1. Segmentering ............................................................................................................... 11
a. Markt segmentering ............................................................................................... 11
1. SOCIO-DEMOGRAFISCH ...................................................................................... 11
2. Categoriebasis ..................................................................................................... 12
3. MoMvaMonele SegmentaMe: ................................................................................ 12
4. OBV AANKOPGEDRAG ......................................................................................... 13
2.2. TargeMng ...................................................................................................................... 13
a. Rekening houden met: ............................................................................................ 14
b. TargeMng strategieën............................................................................................... 14
2.3. PosiMoning ................................................................................................................... 14
a. Wat is het .................................................................................................................... 14
b. PosiMoneringsstrategieën........................................................................................ 14
c. Risico’s ..................................................................................................................... 15
2
, d. Consumenten inzicht .............................................................................................. 15
e. 3 Meest gebruikte methoden om tot data voor posiMoning te komen:.................. 15
3.Hoofdstuk 3 MarkeMngcommunicaMe doelstellingen .......................................................... 16
3.1. Plannen voor markeMngcommunicaMeplan ................................................................. 16
a. Ondernemingsplan: ............................................................................................ 16
b. MarkeMngplan ..................................................................................................... 16
c. MarkeMngcommunicaMeplan .............................................................................. 17
3.2. MarkeMngcommunicaMe doelstellingen (AIDA) ........................................................... 17
a. Soorten doelstellingen ............................................................................................ 17
Besluit: Aida model ......................................................................................................... 19
ADIA online doelstellingen en strategie .............................................................................. 19
3.3. Elementen die de keuze van doelstellingen beïnvloeden ............................................ 21
1.Product life cycle .......................................................................................................... 21
2. Consumer choice situaMons .................................................................................... 22
3. Budget ..................................................................................................................... 22
3.1. Sales response models .................................................................................... 23
3.1.1. Concaaf omzetresponsmodel:....................................................................... 23
3.2.2. s-vormige omzetresponsmodellen ................................................................ 23
Ook rekening houden met: ......................................................................................... 23
3.3. Methoden voor communicaMebudgeben ....................................................... 23
a. Marginale analyse ........................................................................................... 23
b. InerMe .................................................................................................................. 24
c. Willekeurige toekenning ...................................................................................... 24
d. Sluitpostmethode................................................................................................ 24
e. Omzetpercentagemethode: ................................................................................ 24
f. Pariteitenmethode: .............................................................................................. 24
3
, g. Taakstellende methode ....................................................................................... 24
3.4. Wat met nieuwe kenmerken: .......................................................................... 24
4. Hoofdstuk 4: MarkeMng boodschap ................................................................................ 24
4.1. 5 types creaMeve appeals ........................................................................................ 25
4.1.1. RaMonele appeal: ............................................................................................ 25
- Soorten.................................................................................................................... 25
4.1.2. EmoMonele appeal: ......................................................................................... 25
Soorten: ...................................................................................................................... 25
4.1.3. Endorsers: ....................................................................................................... 26
4.1.4. Story telling: .................................................................................................... 26
4.1.5. User generated:............................................................................................... 26
4.1.6. CreaMve media adverMsing:............................................................................. 27
4.2. Welke boodschap benadrukken .............................................................................. 27
4.3. ISP: .......................................................................................................................... 27
4.3.1. Think: .............................................................................................................. 27
4.3.2. Feel: ................................................................................................................. 27
4.3.3. Believe: ............................................................................................................ 27
4.3.4. Do: ................................................................................................................... 27
4.4. CreaMeve brief ......................................................................................................... 27
5. Hoofdstuk 5: mediaplanning ............................................................................................... 28
5.1. Mediadoelstellingen .................................................................................................... 28
a. FrequenMe: .............................................................................................................. 28
b. Bereik en gewicht .................................................................................................... 29
c. ConMnuïteit: ............................................................................................................ 29
d. Kosten: .................................................................................................................... 29
e. SelecMviteit: ............................................................................................................ 29
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