Concepten van de
marketingcommuni
catie
KMO & ondernemen - UCLL
Amilya Stofmeel
Academiejaar 2025-2026
,Inhoud
Deel 1: Wat is marketingcommunicatie?.............................................................................4
De marketingmix – de 4 p’s.............................................................................................4
Deel 2: Het marketingcommunicatieplan............................................................................4
Deel 2: Stap 1 – doelgroep bepalen....................................................................................4
Marketingdoelgroep communicatiedoelgroep.................................................................4
STP-proces....................................................................................................................... 4
USP – unique selling proposition......................................................................................6
One word proposition....................................................................................................... 6
Positioneringsframework.................................................................................................6
Positioneringsstatement.................................................................................................. 6
Ladderingstrategie........................................................................................................... 7
Herpositionering.............................................................................................................. 7
Positioneringsfouten........................................................................................................ 7
Deel 2: stap 2 – communicatiedoelstellingen......................................................................8
Hiërarchie van doelstellingen.......................................................................................... 8
SMART-principe................................................................................................................ 8
Customer journey............................................................................................................ 8
Marketing funnel............................................................................................................ 10
Marketing funnel modellen............................................................................................ 10
Model 4 = DAGMAR-model............................................................................................. 11
1. Categoriebehoefte ontwikkelen of herinneren aan een categoriebehoefte.............11
2. Merkbekendheid of awareness creëren...................................................................11
3. Merkkennis vergroten/opbouwen............................................................................11
4. Merkattitude verbeteren......................................................................................... 11
5. Koopintentie stimuleren.......................................................................................... 11
6. Aankoopondersteuning........................................................................................... 11
7. Aankoop/aanschaf stimuleren.................................................................................11
8. Tevredenheid stimuleren........................................................................................11
9. Loyaliseren............................................................................................................. 12
3 niveaus binnen promotiecampagnes..........................................................................12
3 niveaus binnen promotiecampagnes: boodschapstrategie.........................................12
Consumer insights...................................................................................................... 12
Consumer insights – voorbeelden...............................................................................12
3 niveaus binnen promotiecampagnes: Creatieve strategie..........................................12
Rationele appeals....................................................................................................... 14
Emotionele appeals.................................................................................................... 15
Endorsement.............................................................................................................. 16
3 niveaus binnen promotiecampagnes: Mediastrategie.................................................16
1
,Deel 2: Stap 3 – Boodschap.............................................................................................. 16
Deel 2: Stap 4 – Communicatiemix...................................................................................16
Soorten communicatie................................................................................................... 16
Persoonlijke communicatie vs massacommunicatie...................................................16
Thema- of imagocommunicatie vs actiecommunicatie...............................................16
Above the line vs below the line communicatie..........................................................17
Het POE-model.............................................................................................................. 17
Deel 2: Stap 5 – Plannen + meten....................................................................................19
Plannen: content calendar............................................................................................. 19
Meten: merkbekendheid................................................................................................ 19
Deel 3: de communicatieinstrumenten.............................................................................20
Wat is IMC? (Integrated MarketingCommunication).......................................................20
Redenen voor IMC.......................................................................................................... 20
Obstakels voor IMC........................................................................................................ 21
A – Above the line communicatie...................................................................................21
Radio.......................................................................................................................... 21
TV............................................................................................................................... 21
Kranten....................................................................................................................... 22
Magazines.................................................................................................................. 23
OOH – Outdoor billboards........................................................................................... 23
Bioscoop..................................................................................................................... 23
Huis-aan-huismateriaal............................................................................................... 23
B – Below the line communicatie: POP-communicatie....................................................25
De opmars van e-commerce in België........................................................................25
Wat betekent POP nu juist? (Point-of-Purchase)..........................................................25
Zintuigelijke beleving dankzij POP..............................................................................26
POP als pijler van merkactivatie.................................................................................26
Redenen voor blijvend belang van POP......................................................................26
The pyramid of shoppers needs..................................................................................27
Communicatiedoelstellingen van POP........................................................................27
Nadeel en nieuwe trends............................................................................................ 27
C – Below the line communicatie: Experiential marketing.............................................28
Wat is experiential marketing?...................................................................................28
Experiential marketing als pijler van merkactivatie....................................................28
De doelstellingen van experiential marketing DIAS 117 tem 132 PPT 6!....................28
D – Below the line communicatie: Verkooppromoties.....................................................28
Kenmerken van verkooppromoties.............................................................................28
Verkooppromoties als pijler van merkactivatie...........................................................29
Doelstellingen en doelgroepen...................................................................................29
Zaagtandeffect........................................................................................................... 29
2
, Voorbeelden............................................................................................................... 29
3
marketingcommuni
catie
KMO & ondernemen - UCLL
Amilya Stofmeel
Academiejaar 2025-2026
,Inhoud
Deel 1: Wat is marketingcommunicatie?.............................................................................4
De marketingmix – de 4 p’s.............................................................................................4
Deel 2: Het marketingcommunicatieplan............................................................................4
Deel 2: Stap 1 – doelgroep bepalen....................................................................................4
Marketingdoelgroep communicatiedoelgroep.................................................................4
STP-proces....................................................................................................................... 4
USP – unique selling proposition......................................................................................6
One word proposition....................................................................................................... 6
Positioneringsframework.................................................................................................6
Positioneringsstatement.................................................................................................. 6
Ladderingstrategie........................................................................................................... 7
Herpositionering.............................................................................................................. 7
Positioneringsfouten........................................................................................................ 7
Deel 2: stap 2 – communicatiedoelstellingen......................................................................8
Hiërarchie van doelstellingen.......................................................................................... 8
SMART-principe................................................................................................................ 8
Customer journey............................................................................................................ 8
Marketing funnel............................................................................................................ 10
Marketing funnel modellen............................................................................................ 10
Model 4 = DAGMAR-model............................................................................................. 11
1. Categoriebehoefte ontwikkelen of herinneren aan een categoriebehoefte.............11
2. Merkbekendheid of awareness creëren...................................................................11
3. Merkkennis vergroten/opbouwen............................................................................11
4. Merkattitude verbeteren......................................................................................... 11
5. Koopintentie stimuleren.......................................................................................... 11
6. Aankoopondersteuning........................................................................................... 11
7. Aankoop/aanschaf stimuleren.................................................................................11
8. Tevredenheid stimuleren........................................................................................11
9. Loyaliseren............................................................................................................. 12
3 niveaus binnen promotiecampagnes..........................................................................12
3 niveaus binnen promotiecampagnes: boodschapstrategie.........................................12
Consumer insights...................................................................................................... 12
Consumer insights – voorbeelden...............................................................................12
3 niveaus binnen promotiecampagnes: Creatieve strategie..........................................12
Rationele appeals....................................................................................................... 14
Emotionele appeals.................................................................................................... 15
Endorsement.............................................................................................................. 16
3 niveaus binnen promotiecampagnes: Mediastrategie.................................................16
1
,Deel 2: Stap 3 – Boodschap.............................................................................................. 16
Deel 2: Stap 4 – Communicatiemix...................................................................................16
Soorten communicatie................................................................................................... 16
Persoonlijke communicatie vs massacommunicatie...................................................16
Thema- of imagocommunicatie vs actiecommunicatie...............................................16
Above the line vs below the line communicatie..........................................................17
Het POE-model.............................................................................................................. 17
Deel 2: Stap 5 – Plannen + meten....................................................................................19
Plannen: content calendar............................................................................................. 19
Meten: merkbekendheid................................................................................................ 19
Deel 3: de communicatieinstrumenten.............................................................................20
Wat is IMC? (Integrated MarketingCommunication).......................................................20
Redenen voor IMC.......................................................................................................... 20
Obstakels voor IMC........................................................................................................ 21
A – Above the line communicatie...................................................................................21
Radio.......................................................................................................................... 21
TV............................................................................................................................... 21
Kranten....................................................................................................................... 22
Magazines.................................................................................................................. 23
OOH – Outdoor billboards........................................................................................... 23
Bioscoop..................................................................................................................... 23
Huis-aan-huismateriaal............................................................................................... 23
B – Below the line communicatie: POP-communicatie....................................................25
De opmars van e-commerce in België........................................................................25
Wat betekent POP nu juist? (Point-of-Purchase)..........................................................25
Zintuigelijke beleving dankzij POP..............................................................................26
POP als pijler van merkactivatie.................................................................................26
Redenen voor blijvend belang van POP......................................................................26
The pyramid of shoppers needs..................................................................................27
Communicatiedoelstellingen van POP........................................................................27
Nadeel en nieuwe trends............................................................................................ 27
C – Below the line communicatie: Experiential marketing.............................................28
Wat is experiential marketing?...................................................................................28
Experiential marketing als pijler van merkactivatie....................................................28
De doelstellingen van experiential marketing DIAS 117 tem 132 PPT 6!....................28
D – Below the line communicatie: Verkooppromoties.....................................................28
Kenmerken van verkooppromoties.............................................................................28
Verkooppromoties als pijler van merkactivatie...........................................................29
Doelstellingen en doelgroepen...................................................................................29
Zaagtandeffect........................................................................................................... 29
2
, Voorbeelden............................................................................................................... 29
3
