Samenvatting Marketing Communication

Marketing Communication
Inhoudsopgave
Hoorcollege.................................................................................................................................................. 2
Hoorcollege 1.......................................................................................................................................................2
Hoorcollege 2.......................................................................................................................................................3
Hoorcollege 3.......................................................................................................................................................9
Hoorcollege 4.....................................................................................................................................................12
Hoorcollege 5 – guest lecture............................................................................................................................14
Hoorcollege 6.....................................................................................................................................................14
Hoorcollege 8.....................................................................................................................................................16
Hoorcollege 9.....................................................................................................................................................21
Hoorcollege 10...................................................................................................................................................24

Boek........................................................................................................................................................... 27
Hoofdstuk 1........................................................................................................................................................27
Hoofdstuk 2........................................................................................................................................................28
Hoofdstuk 4........................................................................................................................................................29




1

,Hoorcollege
Hoorcollege 1
What is marketing communication?
Marketing communication is part of marketing. Marketing is the process of planning and executing
the conception, pricing, promotion and distribution of ideas, goods and services to create and
exchange value, and satisfy individual and organizational objectives. Marketing communication is the
promotion of the marketing.
The marketing mix consists of product, price, place, and promotion.
Products have to be something you can touch, and we want to connect a specific feeling or function
to the product, to attract people to the product.
Promotion means that you translate the value of the product to the customer, and you try to attract
customers to buy your product.
Marketing communication is all instruments by means of which the company communicates with its
target groups and stakeholders to promote its products or services.

Integration with corporate communication  marketing communication is a part of the corporate
communication. Corporate communication is the management instrument to coordinate internal
and external communication in such a way that allows for an organization to acquire and retain the
desired reputation with the most important target groups/stakeholders. Main focus: create image
and attitudes towards the organization.

Advertising: non-personal mass communication using mass media, the content of which is
determined and paid for by a clearly identified sender.
Sponsorship: investment in cash or in kind, in an activity, person or event, in return for the
exploitable commercial potential associated with this activity. (Sponsorship is the same as product
placement.)
Public relations: all the communications a company instigates with its audiences/stakeholders.
Direct marketing: when you send someone a message directly
Brand activation: activate consumer by stimulating interest, product trial, loyalty (e.g. through
personal sales.
Sales promotion: sales-stimulating campaigns
Point-of-purchase communications: special displays at shops.
Online communication: communicate interactively with customers/stakeholders through the
internet/mobile devices/ social media.

Personal vs mass communication
With mass communication you can
reach much more people with one
message, while with personal
communication you can only reach one
person with one message. So, you have
to ask yourself if you want to reach a
lot of people, or you just want to reach
one person, who will have a higher
attraction to your brand.




2

,Integrated marketing communication is a concept of marketing communication planning that
recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of




communication disciplines e.g., general advertising, direct response, sales promotion, and public
relations, and combines these disciplines to provide clarity, consistency and maximum
communication impact.
International marketing communication
- Standardization  globalization
You send one message to a lot of different countries
- Adaptation  localization
You adapt your marketing message because of the different cultures in the different
countries
- Glocalization  a local message, but the general product is a global product

Hoorcollege 2
Situation analysis
What do you deliver to the consumer? How do you analyze the environment and the internal and
external things.

Why do we have to communicate?
• Characteristics of the product (e.g., incl. previous campaigns)
• Characteristics of the context
• Market: e.g., evolution & market share
• Competitors: e.g., characteristics & campaigns
• Macro-environment: e.g., societal developments & unique opportunities for the product in the
market

Example:
• Product: Oreo cookies with less sugar
• Characteristics: 70% less sugar and no artificial sweeteners
• Market: what is your current position on the market – if it already exists
• Competitors:




3

, • Societal context:


SWOT analysis




In order to come up with the strategic strategies, you have to know your environment.
Internal  related to the inside of the company, external  outside of the company.

PEST model




4