Inhoudsopgave
Les 1: inleidende begrippen .............................................................................................................................. 6
Merk als netwerk v associaties ........................................................................................................................... 6
Een merk is een relatie ....................................................................................................................................... 6
Definitie van marketing ...................................................................................................................................... 6
Marketing 4 P’s .............................................................................................................................................. 6
Definitie v IMC (integrated marketing communication)................................................................................ 6
1 merk, 3 doelpublieken ................................................................................................................................ 6
1. Mainstream paradigma ........................................................................................................................... 7
1. Hiërarchie v effecten ................................................................................................................................. 7
AIDA-model voor reclame ............................................................................................................................. 7
FCB- raster ..................................................................................................................................................... 7
Hiërarchie v effecten modellen ..................................................................................................................... 8
2. Alternatieve paradigma .......................................................................................................................... 8
Paradigmaverschuiving ...................................................................................................................................... 8
Belangrijke ontwikkelingen ................................................................................................................................ 8
Toepassing: “nudging” ....................................................................................................................................... 9
Paradigma? ........................................................................................................................................................ 9
Les 2: segmenten en doelgroepen .................................................................................................................. 10
1. Segmentatie .......................................................................................................................................... 10
Uitgangspunten marktsegmentatie ................................................................................................................. 10
4 segmentatiebases .......................................................................................................................................... 10
1. Socio-demografische segmentatie ..................................................................................................... 10
2. Segmentatie op categoriebasis .......................................................................................................... 12
3. Motivationele segmentatie ................................................................................................................ 12
4. Aankoopgedrag .................................................................................................................................. 13
Slot: vereisten voor effectieve segmentatie ..................................................................................................... 13
Keuzes maken .............................................................................................................................................. 13
Mogelijke strategieën .................................................................................................................................. 13
2. Doelgroepen ......................................................................................................................................... 14
2.1 Definitie .............................................................................................................................................. 14
.......................................................................................................................................................................... 14
2.2 Relatie tot het merk ........................................................................................................................... 14
Verbonden gebruikers: basis sterk merk ..................................................................................................... 14
Potentiële afvallers ...................................................................................................................................... 14
Potentiële toetreders .................................................................................................................................. 14
Afwijzers ...................................................................................................................................................... 14
2.3 Tijdperk: 1 op 1 ................................................................................................................................... 15
Internet: from ‘1-to-many’ to ‘many-to-many’ ........................................................................................... 15
2.4 De rol van ‘intermediairen’ ................................................................................................................ 15
Kenmerken influencers: ............................................................................................................................... 16
,3. Actualiteit: covid-19 .............................................................................................................................. 16
Les 3: marketingcommunicatie-doelstellingen ............................................................................................... 17
1. Overzicht van relevante plannen voor marketingcommunicatie ........................................................... 17
1. Ondernemingsplan.................................................................................................................................. 17
2. Marketingplan ........................................................................................................................................ 17
3. Marketingcommunicatieplan.................................................................................................................. 18
2. Marketingcommunicatiedoelstellingen (AIDA) ..................................................................................... 18
1. Marketing- vs communicatiedoelstellingen ............................................................................................ 18
2. Soorten marketingcommunicatie-effectdoelstellingen........................................................................... 18
1. Categoriebehoefte ............................................................................................................................. 18
2. Merkbekendheid ................................................................................................................................ 18
3. Merkenkennis .................................................................................................................................... 19
4. Merkattitude ...................................................................................................................................... 19
5. Gedragsintentie.................................................................................................................................. 19
6. Gedragsfacilitatie ............................................................................................................................... 19
7. Effectief koopgedrag: 3 sub-doelen ................................................................................................... 20
8. Tevredenheid ..................................................................................................................................... 20
9. Ambassadeurschap: net promotor score........................................................................................... 20
3. Online doelstellingen en strategie (ADIA) ................................................................................................... 20
Online strategie: ADIA-model ........................................................................................................................... 21
Nieuwe evenwicht: AIDA & ADIA ...................................................................................................................... 21
Les 4: creativiteit in marketingcommunicatie ................................................................................................. 22
1. Consumenteninzicht ............................................................................................................................. 22
2. Het creatieve idee ................................................................................................................................. 23
Input voor creatieve proces .............................................................................................................................. 23
Creatief concept ............................................................................................................................................... 23
3. Types creatieve appeals ........................................................................................................................ 23
3.1 Rationele appeals ............................................................................................................................... 23
15 verschillende typen info ......................................................................................................................... 23
Verschillende rationele reclameformats ..................................................................................................... 23
3.2 Emotionele appeals ............................................................................................................................ 24
3.3 Endorsers ............................................................................................................................................ 24
Niet bekende endorsers .............................................................................................................................. 25
3.4 Storytelling ......................................................................................................................................... 25
3.5 ‘User generated’ campagnes (participatie)........................................................................................ 25
Reader 1: The grand paradox of branding ...................................................................................................... 26
Les 5 integratie in marketingcommunicatie ................................................................................................... 30
1. IMC: integratie van media ..................................................................................................................... 30
Integrated Marketing Communicatie ............................................................................................................... 30
2
,2. “ISP” (integrated selling proposition): integratie van merkboodschappen ............................................ 31
3. Creatieve integratie – 360° idee ............................................................................................................ 32
CASE: Lidl- de verse producten ......................................................................................................................... 32
Formule voor creatieve en effectieve reclame.................................................................................................. 32
4. Triple play: merk, idee, boodschap ....................................................................................................... 33
Les 6 mediaplanning ...................................................................................................................................... 34
“POEMA”: 3 types media .................................................................................................................................. 34
Customer journey ............................................................................................................................................. 34
1. Mediaplanning (paid media) ................................................................................................................. 34
Stappen planningsproces ................................................................................................................................. 34
2. Mediadoelstellingen ............................................................................................................................. 35
2.1 Frequentie .......................................................................................................................................... 35
2.2 Bereik en gewicht ............................................................................................................................... 35
2.3 Continuïteit......................................................................................................................................... 36
2.4 Kosten ................................................................................................................................................ 36
2.5 Selectiviteit ......................................................................................................................................... 36
3. Media kiezen ......................................................................................................................................... 36
3.1 TV ....................................................................................................................................................... 36
3.2 Buitenreclame .................................................................................................................................... 37
3.3 Tijdschriften........................................................................................................................................ 37
3.4 Kranten ............................................................................................................................................... 38
3.5 Deur-aan-deurmedia .......................................................................................................................... 38
3.6 Bioscoop ............................................................................................................................................. 38
3.7 Radio .................................................................................................................................................. 39
3.8 Native advertising .............................................................................................................................. 39
3.9 Guerilla/ stunts................................................................................................................................... 39
Les 7 onlinecommunicatie .............................................................................................................................. 40
Deel 1: digitale landschap .............................................................................................................................. 40
Sociale mediarevolutie ..................................................................................................................................... 40
Doelstellingen en voordelen ............................................................................................................................. 40
Instrumenten online communicatie .................................................................................................................. 41
Effectiviteit en ROI online communicatie ......................................................................................................... 43
Deel 2: de dag na morgen............................................................................................................................... 43
2.1 AI (reader) .......................................................................................................................................... 43
2.2 Meta versie: VR en AR ........................................................................................................................ 44
3
, Deel 3: kritische reflecties .............................................................................................................................. 44
Les 8 PR, content marketing, influencer marketing ........................................................................................ 45
Deel 1: public relations ................................................................................................................................... 45
1. Public relations als communicatiemiddel................................................................................................ 45
2. Doelgroepen, doelstellingen en taken .................................................................................................... 45
3. Instrumenten en kanalen ........................................................................................................................ 46
4. Budgetten ............................................................................................................................................... 46
5. De resultaten v public relations meten ................................................................................................... 46
Deel 2: content marketing .............................................................................................................................. 47
3 bronnen ‘branded content’ -> 3 manieren content creëren .......................................................................... 48
Deel 3: influencer marketing .......................................................................................................................... 48
Les 9 sponsoring, direct marketing, activatie, e-commerce ............................................................................ 50
Deel 1: sponsoring .......................................................................................................................................... 50
Deel 2: direct marketing ................................................................................................................................. 52
Deel 3: activatie (verkooppromotie)............................................................................................................... 53
Inleiding ............................................................................................................................................................ 53
Deel 4: e-commerce ....................................................................................................................................... 55
Consument online reis ...................................................................................................................................... 55
Les 10 economie en budget ............................................................................................................................ 57
Deel 1: reclame en macro-economie .............................................................................................................. 57
Deel 2: budgettering ...................................................................................................................................... 57
2.1 Marcom/ verkoop ratio ...................................................................................................................... 57
2.2 Factoren die budget impacteren ........................................................................................................ 57
2.3 Methoden voor budgettering ............................................................................................................. 57
2.4 Budgettering voor nieuwe merken of producten ............................................................................... 58
2.5 Invloed v marcombudget op omzet.................................................................................................... 58
2.6 Kritische bedenkingen ........................................................................................................................ 58
Deel 3: marketing in een recessie ................................................................................................................... 59
Reader 2 WARC artificial intelligence ............................................................................................................. 60
Les 11 Effectiviteit v reclame .......................................................................................................................... 63
Deel 1: reclameonderzoek .............................................................................................................................. 63
1. Strategisch reclameonderzoek ................................................................................................................ 63
2. Pretesting ................................................................................................................................................ 63
4
Les 1: inleidende begrippen .............................................................................................................................. 6
Merk als netwerk v associaties ........................................................................................................................... 6
Een merk is een relatie ....................................................................................................................................... 6
Definitie van marketing ...................................................................................................................................... 6
Marketing 4 P’s .............................................................................................................................................. 6
Definitie v IMC (integrated marketing communication)................................................................................ 6
1 merk, 3 doelpublieken ................................................................................................................................ 6
1. Mainstream paradigma ........................................................................................................................... 7
1. Hiërarchie v effecten ................................................................................................................................. 7
AIDA-model voor reclame ............................................................................................................................. 7
FCB- raster ..................................................................................................................................................... 7
Hiërarchie v effecten modellen ..................................................................................................................... 8
2. Alternatieve paradigma .......................................................................................................................... 8
Paradigmaverschuiving ...................................................................................................................................... 8
Belangrijke ontwikkelingen ................................................................................................................................ 8
Toepassing: “nudging” ....................................................................................................................................... 9
Paradigma? ........................................................................................................................................................ 9
Les 2: segmenten en doelgroepen .................................................................................................................. 10
1. Segmentatie .......................................................................................................................................... 10
Uitgangspunten marktsegmentatie ................................................................................................................. 10
4 segmentatiebases .......................................................................................................................................... 10
1. Socio-demografische segmentatie ..................................................................................................... 10
2. Segmentatie op categoriebasis .......................................................................................................... 12
3. Motivationele segmentatie ................................................................................................................ 12
4. Aankoopgedrag .................................................................................................................................. 13
Slot: vereisten voor effectieve segmentatie ..................................................................................................... 13
Keuzes maken .............................................................................................................................................. 13
Mogelijke strategieën .................................................................................................................................. 13
2. Doelgroepen ......................................................................................................................................... 14
2.1 Definitie .............................................................................................................................................. 14
.......................................................................................................................................................................... 14
2.2 Relatie tot het merk ........................................................................................................................... 14
Verbonden gebruikers: basis sterk merk ..................................................................................................... 14
Potentiële afvallers ...................................................................................................................................... 14
Potentiële toetreders .................................................................................................................................. 14
Afwijzers ...................................................................................................................................................... 14
2.3 Tijdperk: 1 op 1 ................................................................................................................................... 15
Internet: from ‘1-to-many’ to ‘many-to-many’ ........................................................................................... 15
2.4 De rol van ‘intermediairen’ ................................................................................................................ 15
Kenmerken influencers: ............................................................................................................................... 16
,3. Actualiteit: covid-19 .............................................................................................................................. 16
Les 3: marketingcommunicatie-doelstellingen ............................................................................................... 17
1. Overzicht van relevante plannen voor marketingcommunicatie ........................................................... 17
1. Ondernemingsplan.................................................................................................................................. 17
2. Marketingplan ........................................................................................................................................ 17
3. Marketingcommunicatieplan.................................................................................................................. 18
2. Marketingcommunicatiedoelstellingen (AIDA) ..................................................................................... 18
1. Marketing- vs communicatiedoelstellingen ............................................................................................ 18
2. Soorten marketingcommunicatie-effectdoelstellingen........................................................................... 18
1. Categoriebehoefte ............................................................................................................................. 18
2. Merkbekendheid ................................................................................................................................ 18
3. Merkenkennis .................................................................................................................................... 19
4. Merkattitude ...................................................................................................................................... 19
5. Gedragsintentie.................................................................................................................................. 19
6. Gedragsfacilitatie ............................................................................................................................... 19
7. Effectief koopgedrag: 3 sub-doelen ................................................................................................... 20
8. Tevredenheid ..................................................................................................................................... 20
9. Ambassadeurschap: net promotor score........................................................................................... 20
3. Online doelstellingen en strategie (ADIA) ................................................................................................... 20
Online strategie: ADIA-model ........................................................................................................................... 21
Nieuwe evenwicht: AIDA & ADIA ...................................................................................................................... 21
Les 4: creativiteit in marketingcommunicatie ................................................................................................. 22
1. Consumenteninzicht ............................................................................................................................. 22
2. Het creatieve idee ................................................................................................................................. 23
Input voor creatieve proces .............................................................................................................................. 23
Creatief concept ............................................................................................................................................... 23
3. Types creatieve appeals ........................................................................................................................ 23
3.1 Rationele appeals ............................................................................................................................... 23
15 verschillende typen info ......................................................................................................................... 23
Verschillende rationele reclameformats ..................................................................................................... 23
3.2 Emotionele appeals ............................................................................................................................ 24
3.3 Endorsers ............................................................................................................................................ 24
Niet bekende endorsers .............................................................................................................................. 25
3.4 Storytelling ......................................................................................................................................... 25
3.5 ‘User generated’ campagnes (participatie)........................................................................................ 25
Reader 1: The grand paradox of branding ...................................................................................................... 26
Les 5 integratie in marketingcommunicatie ................................................................................................... 30
1. IMC: integratie van media ..................................................................................................................... 30
Integrated Marketing Communicatie ............................................................................................................... 30
2
,2. “ISP” (integrated selling proposition): integratie van merkboodschappen ............................................ 31
3. Creatieve integratie – 360° idee ............................................................................................................ 32
CASE: Lidl- de verse producten ......................................................................................................................... 32
Formule voor creatieve en effectieve reclame.................................................................................................. 32
4. Triple play: merk, idee, boodschap ....................................................................................................... 33
Les 6 mediaplanning ...................................................................................................................................... 34
“POEMA”: 3 types media .................................................................................................................................. 34
Customer journey ............................................................................................................................................. 34
1. Mediaplanning (paid media) ................................................................................................................. 34
Stappen planningsproces ................................................................................................................................. 34
2. Mediadoelstellingen ............................................................................................................................. 35
2.1 Frequentie .......................................................................................................................................... 35
2.2 Bereik en gewicht ............................................................................................................................... 35
2.3 Continuïteit......................................................................................................................................... 36
2.4 Kosten ................................................................................................................................................ 36
2.5 Selectiviteit ......................................................................................................................................... 36
3. Media kiezen ......................................................................................................................................... 36
3.1 TV ....................................................................................................................................................... 36
3.2 Buitenreclame .................................................................................................................................... 37
3.3 Tijdschriften........................................................................................................................................ 37
3.4 Kranten ............................................................................................................................................... 38
3.5 Deur-aan-deurmedia .......................................................................................................................... 38
3.6 Bioscoop ............................................................................................................................................. 38
3.7 Radio .................................................................................................................................................. 39
3.8 Native advertising .............................................................................................................................. 39
3.9 Guerilla/ stunts................................................................................................................................... 39
Les 7 onlinecommunicatie .............................................................................................................................. 40
Deel 1: digitale landschap .............................................................................................................................. 40
Sociale mediarevolutie ..................................................................................................................................... 40
Doelstellingen en voordelen ............................................................................................................................. 40
Instrumenten online communicatie .................................................................................................................. 41
Effectiviteit en ROI online communicatie ......................................................................................................... 43
Deel 2: de dag na morgen............................................................................................................................... 43
2.1 AI (reader) .......................................................................................................................................... 43
2.2 Meta versie: VR en AR ........................................................................................................................ 44
3
, Deel 3: kritische reflecties .............................................................................................................................. 44
Les 8 PR, content marketing, influencer marketing ........................................................................................ 45
Deel 1: public relations ................................................................................................................................... 45
1. Public relations als communicatiemiddel................................................................................................ 45
2. Doelgroepen, doelstellingen en taken .................................................................................................... 45
3. Instrumenten en kanalen ........................................................................................................................ 46
4. Budgetten ............................................................................................................................................... 46
5. De resultaten v public relations meten ................................................................................................... 46
Deel 2: content marketing .............................................................................................................................. 47
3 bronnen ‘branded content’ -> 3 manieren content creëren .......................................................................... 48
Deel 3: influencer marketing .......................................................................................................................... 48
Les 9 sponsoring, direct marketing, activatie, e-commerce ............................................................................ 50
Deel 1: sponsoring .......................................................................................................................................... 50
Deel 2: direct marketing ................................................................................................................................. 52
Deel 3: activatie (verkooppromotie)............................................................................................................... 53
Inleiding ............................................................................................................................................................ 53
Deel 4: e-commerce ....................................................................................................................................... 55
Consument online reis ...................................................................................................................................... 55
Les 10 economie en budget ............................................................................................................................ 57
Deel 1: reclame en macro-economie .............................................................................................................. 57
Deel 2: budgettering ...................................................................................................................................... 57
2.1 Marcom/ verkoop ratio ...................................................................................................................... 57
2.2 Factoren die budget impacteren ........................................................................................................ 57
2.3 Methoden voor budgettering ............................................................................................................. 57
2.4 Budgettering voor nieuwe merken of producten ............................................................................... 58
2.5 Invloed v marcombudget op omzet.................................................................................................... 58
2.6 Kritische bedenkingen ........................................................................................................................ 58
Deel 3: marketing in een recessie ................................................................................................................... 59
Reader 2 WARC artificial intelligence ............................................................................................................. 60
Les 11 Effectiviteit v reclame .......................................................................................................................... 63
Deel 1: reclameonderzoek .............................................................................................................................. 63
1. Strategisch reclameonderzoek ................................................................................................................ 63
2. Pretesting ................................................................................................................................................ 63
4
