Marketing communicatie
tentamen samenvatting
,Inhoud
H5: Onderdelen van het marketingcommunicatie plan..........................................................................4
5.1: Strategisch marketingcommunicatieplan....................................................................................4
5.2: Van ondernemings- naar marketingcommunicatieplan...............................................................4
H6: Stap één: Merkanalyse.....................................................................................................................6
6.1: Het gaat om het totaal.................................................................................................................6
H6.2: Het merk...................................................................................................................................6
6.3: De organisatie..............................................................................................................................9
6.4: Het verdienmodel........................................................................................................................9
H7: Stap twee: Marketingcommunicatiedoelgroep..............................................................................10
7.1: Segmenteren.............................................................................................................................10
7.2: De massa als doelgroep.............................................................................................................11
H8: Stap drie: Marketingcommunicatiedoelstellingen.........................................................................12
8.1: Waarom doelstellingen?............................................................................................................12
8.2: Marketing- versus communicatiedoelstellingen........................................................................12
8.3: Dominantie, relevantie, binding en gedrag................................................................................12
8.4: Communicatiedoelstellingen.....................................................................................................13
8.5: Keuze van communicatiedoelstelling........................................................................................14
H9: Stap vier: Marketingcommunicatiestrategie..................................................................................15
9.1: Relevantie en dominantie..........................................................................................................15
9.2: Relevantie..................................................................................................................................15
9.3: Dominantie................................................................................................................................16
9.4: Belang van een goede strategie.................................................................................................16
9.5: Diverse marketingcommunicatiestrategieën.............................................................................16
9.6: Communicatiestrategie voor een nieuw merk of product.........................................................16
9.7: Communicatiestrategie voor een merk of product in de groeifase...........................................16
9.8: Communicatiestrategie voor een volwassen merk....................................................................17
9.9: Communicatiestrategie voor een merk in de eindfase..............................................................17
9.10: Communicatiestrategieën voor merken die anders durven te zijn..........................................17
H10: Stap vijf: Mediakeuze...................................................................................................................18
10.1: Mediaplan................................................................................................................................18
10.2: Media anno nu.........................................................................................................................18
10.3: Keuze van marketingcommunicatie instrumenten..................................................................18
10.4: Mediadoelgroep......................................................................................................................19
10.5: Betaalde, eigen en verdiende media.......................................................................................19
, 10.6: Mediatypen.............................................................................................................................19
10.7: Criteria voor mediakeuze.........................................................................................................20
10.8: Mediaonderzoek......................................................................................................................21
10.9: Geïntegreerde communicatie en storytelling..........................................................................21
H11: Stap zes: Creatieve ontwikkeling..................................................................................................22
11.1: Fasen in creatieve ontwikkeling...............................................................................................22
11.2: Briefing en debrief...................................................................................................................22
11.3: Big idea....................................................................................................................................22
11.4: Doorvertaling van het grote idee naar communicatie-uitingen...............................................23
11.5: Merkactivatie...........................................................................................................................23
11.6: Presentatie aan opdrachtgever...............................................................................................23
H12: Stap zeven: Marketingcommunicatiebudget...........................................................................24
12.2: Factoren die van invloed zijn op het budget............................................................................24
12.3: Budgetteringsmethoden..........................................................................................................24
H13: Stap acht: Evaluatie......................................................................................................................25
13.1: Soorten communicatieonderzoek............................................................................................25
13.2: Communicatiestrategieonderzoek...........................................................................................25
13.3: Conceptonderzoek...................................................................................................................25
13.4: Pretests....................................................................................................................................25
13.5: Posttests..................................................................................................................................26
13.6: Communicatie-evaluatieonderzoek.........................................................................................27
tentamen samenvatting
,Inhoud
H5: Onderdelen van het marketingcommunicatie plan..........................................................................4
5.1: Strategisch marketingcommunicatieplan....................................................................................4
5.2: Van ondernemings- naar marketingcommunicatieplan...............................................................4
H6: Stap één: Merkanalyse.....................................................................................................................6
6.1: Het gaat om het totaal.................................................................................................................6
H6.2: Het merk...................................................................................................................................6
6.3: De organisatie..............................................................................................................................9
6.4: Het verdienmodel........................................................................................................................9
H7: Stap twee: Marketingcommunicatiedoelgroep..............................................................................10
7.1: Segmenteren.............................................................................................................................10
7.2: De massa als doelgroep.............................................................................................................11
H8: Stap drie: Marketingcommunicatiedoelstellingen.........................................................................12
8.1: Waarom doelstellingen?............................................................................................................12
8.2: Marketing- versus communicatiedoelstellingen........................................................................12
8.3: Dominantie, relevantie, binding en gedrag................................................................................12
8.4: Communicatiedoelstellingen.....................................................................................................13
8.5: Keuze van communicatiedoelstelling........................................................................................14
H9: Stap vier: Marketingcommunicatiestrategie..................................................................................15
9.1: Relevantie en dominantie..........................................................................................................15
9.2: Relevantie..................................................................................................................................15
9.3: Dominantie................................................................................................................................16
9.4: Belang van een goede strategie.................................................................................................16
9.5: Diverse marketingcommunicatiestrategieën.............................................................................16
9.6: Communicatiestrategie voor een nieuw merk of product.........................................................16
9.7: Communicatiestrategie voor een merk of product in de groeifase...........................................16
9.8: Communicatiestrategie voor een volwassen merk....................................................................17
9.9: Communicatiestrategie voor een merk in de eindfase..............................................................17
9.10: Communicatiestrategieën voor merken die anders durven te zijn..........................................17
H10: Stap vijf: Mediakeuze...................................................................................................................18
10.1: Mediaplan................................................................................................................................18
10.2: Media anno nu.........................................................................................................................18
10.3: Keuze van marketingcommunicatie instrumenten..................................................................18
10.4: Mediadoelgroep......................................................................................................................19
10.5: Betaalde, eigen en verdiende media.......................................................................................19
, 10.6: Mediatypen.............................................................................................................................19
10.7: Criteria voor mediakeuze.........................................................................................................20
10.8: Mediaonderzoek......................................................................................................................21
10.9: Geïntegreerde communicatie en storytelling..........................................................................21
H11: Stap zes: Creatieve ontwikkeling..................................................................................................22
11.1: Fasen in creatieve ontwikkeling...............................................................................................22
11.2: Briefing en debrief...................................................................................................................22
11.3: Big idea....................................................................................................................................22
11.4: Doorvertaling van het grote idee naar communicatie-uitingen...............................................23
11.5: Merkactivatie...........................................................................................................................23
11.6: Presentatie aan opdrachtgever...............................................................................................23
H12: Stap zeven: Marketingcommunicatiebudget...........................................................................24
12.2: Factoren die van invloed zijn op het budget............................................................................24
12.3: Budgetteringsmethoden..........................................................................................................24
H13: Stap acht: Evaluatie......................................................................................................................25
13.1: Soorten communicatieonderzoek............................................................................................25
13.2: Communicatiestrategieonderzoek...........................................................................................25
13.3: Conceptonderzoek...................................................................................................................25
13.4: Pretests....................................................................................................................................25
13.5: Posttests..................................................................................................................................26
13.6: Communicatie-evaluatieonderzoek.........................................................................................27
