SAMENVATTING
MARKETINGCOMMUNICATIE
INHOUD
H1 Geïntegreerde Communicatie ........................................................................................................................... 4
4 P’s ..................................................................................................................................................................... 5
4 C’s ..................................................................................................................................................................... 5
Advertentie ......................................................................................................................................................... 6
Communicatiemix ............................................................................................................................................... 7
IMC-filosofie ........................................................................................................................................................ 8
Het model van Melewar ...................................................................................................................................... 8
Model van Dowling ............................................................................................................................................. 9
H2 Merkenbeleid .................................................................................................................................................. 10
Basisstrategieën voor merkenbeleid ................................................................................................................. 10
Merkenportefeuille ........................................................................................................................................... 10
Merkwaarde vanuit het consumentenperspectief. .......................................................................................... 10
Loyaliteitspiramide ........................................................................................................................................ 11
Elementen van merkwaarde en reclamemodellen ....................................................................................... 12
Wat maakt merken sterk? ................................................................................................................................. 12
H3a Hoe marketingcommunicatie werkt .............................................................................................................. 12
FCB Raster ......................................................................................................................................................... 12
Elementen van de attitude t.o.v merken .......................................................................................................... 13
Het elaboration likelihood model ..................................................................................................................... 13
The theory of planned behaviour ..................................................................................................................... 14
Marketingcommunicatie ................................................................................................................................... 15
Emotionele conditionering ................................................................................................................................ 15
Perceptie-ervaring-geheugenmodel ................................................................................................................. 15
Hiërarchie van effecten ..................................................................................................................................... 16
H3b Marketingomgeving....................................................................................................................................... 16
Micro, Meso & Macro ....................................................................................................................................... 16
Micro omgeving ............................................................................................................................................ 17
Meso-omgeving ............................................................................................................................................ 17
Macro-omgeving ........................................................................................................................................... 20
H4 Marketingcommunicatieplanning ................................................................................................................... 21
Marketingcommunicatieplanning ..................................................................................................................... 21
Quinten Maas
1
, Segmentatie ...................................................................................................................................................... 22
Effectieve segmentatie.................................................................................................................................. 22
DAGMAR-model ................................................................................................................................................ 22
AIDA-model ....................................................................................................................................................... 23
Productlevenscyclus .......................................................................................................................................... 23
SOV-effect ......................................................................................................................................................... 24
TOMA ................................................................................................................................................................ 24
Invloed op communicatiebudget ...................................................................................................................... 25
Creatieve briefing .............................................................................................................................................. 25
Segmentatiecriteria ........................................................................................................................................... 26
Positioneringsstrategieën ................................................................................................................................. 26
H5: Reclame .......................................................................................................................................................... 27
Reclame-uitgaven wereldwijd ........................................................................................................................... 27
Trends ............................................................................................................................................................... 28
Humor in reclame ............................................................................................................................................. 28
Hoofdcomponenten van cultuur ....................................................................................................................... 29
Cultuur Volgens Geert Hofstede ....................................................................................................................... 30
Machtsafstand (Power Distance) .................................................................................................................. 30
Masculiniteit vs. Feminiteit (Masculinity vs. Femininity) .............................................................................. 30
Onzekerheidsvermijding (Uncertainty Avoidance) ....................................................................................... 30
Lange vs. Korte Termijn Oriëntatie (Long vs. Short Term Orientation): ........................................................ 31
Toegeeflijkheid vs. Terughoudendheid (Indulgence vs. Restraint) ............................................................... 31
Irritatie door reclame ........................................................................................................................................ 31
Reclame vs merk ............................................................................................................................................... 32
Merkverwarring ................................................................................................................................................ 32
Reclamevormen ................................................................................................................................................ 33
Uitvoeringselementen....................................................................................................................................... 33
Landen vs culturele dimensies .......................................................................................................................... 34
H6: Mediaplanning ................................................................................................................................................ 34
Stappen in mediaplanningsproces .................................................................................................................... 35
Mediadoelstellingen.......................................................................................................................................... 35
Reclamefrequentie en -effectiviteit .................................................................................................................. 36
Effect van herhaling .......................................................................................................................................... 36
Reclame-uitgaven.............................................................................................................................................. 36
Universele waarden volgens Schwartz .............................................................................................................. 37
Invloed van contextvariabelen .......................................................................................................................... 39
H7: Merkactivatie .................................................................................................................................................. 39
Quinten Maas
2
, Wat is merkactivatie ......................................................................................................................................... 39
Invloeden op groeiend belang van verkooppromoties ..................................................................................... 40
Basistypen verkooppromotie ............................................................................................................................ 40
Doelstellingen en doelgroepen ......................................................................................................................... 41
Winkelatmosfeer ............................................................................................................................................... 41
Merkervaringen ................................................................................................................................................. 42
Case - Bpost ....................................................................................................................................................... 42
Ongedupliceerde blootstelling ...................................................................................................................... 42
Type promoties (consument) ............................................................................................................................ 43
Instrumenten voor handelspromoties .............................................................................................................. 43
Voor- en nadelen promoties ......................................................................................................................... 44
S-F-T-A ............................................................................................................................................................... 44
H8: Direct marketing ............................................................................................................................................. 45
Wat is direct marketing ..................................................................................................................................... 45
Reclamekanalen vs. vertrouwen ....................................................................................................................... 45
Suspect en prospect .......................................................................................................................................... 46
Media en instrumenten voor direct marketing ................................................................................................. 46
Marketingdatabase ........................................................................................................................................... 47
Basemarketing .................................................................................................................................................. 47
Verschil tussen massamedia en directe media ................................................................................................. 48
Telemarketing ................................................................................................................................................... 48
H9: Public relations ............................................................................................................................................... 48
Kenmerken van Public Relations ....................................................................................................................... 49
Voorbeeld van Public Relations......................................................................................................................... 49
Zwakke punten van Public Relations ................................................................................................................. 49
Trends en uitdagingen....................................................................................................................................... 49
Uitdagingen ................................................................................................................................................... 50
Trends ........................................................................................................................................................... 50
Wie is je publiek ................................................................................................................................................ 50
Doelstellingen PR .............................................................................................................................................. 51
Kanalen voor PR ................................................................................................................................................ 52
Persbericht en mediarelaties ............................................................................................................................ 52
Net geen crisis <-> crisissituatie ........................................................................................................................ 53
H10: Sponsoring .................................................................................................................................................... 53
Kenmerken van sponsoring ............................................................................................................................... 53
Doelgroepenstructuur ....................................................................................................................................... 54
Vormen van sponsoring .................................................................................................................................... 54
Quinten Maas
3
, Doelstellingen van sponsoring .......................................................................................................................... 55
Beoordelingscriteria voor sponsoring ............................................................................................................... 56
Voorbeelden ...................................................................................................................................................... 56
H11: Meten van campagne effectiviteit ................................................................................................................ 56
Pretesting .......................................................................................................................................................... 56
Beperkingen van pretesting .......................................................................................................................... 57
Methoden van posttesting ................................................................................................................................ 58
Beperkingen van posttesting ........................................................................................................................ 59
Zaagtandeffect .................................................................................................................................................. 59
Maatstaven effectiviteit sponsoring ................................................................................................................. 60
Checklist voor interne pretesting ...................................................................................................................... 60
H12: Marketingcommunicatie en ethische kwesties ............................................................................................ 61
Marketingcommunicatie en ethiek ................................................................................................................... 61
Stereotypering .................................................................................................................................................. 61
Voorbeelden .................................................................................................................................................. 61
Kwetsbare groepen als doelgroep .................................................................................................................... 62
Sluikreclame ...................................................................................................................................................... 62
Maatschappelijk verantwoord ondernemen .................................................................................................... 62
Zelfregulering .................................................................................................................................................... 63
Do’s & don’ts ..................................................................................................................................................... 63
H1 GEÏNTEGREERDE COMMUNICATIE
Je moet voor ieder begrip een campagne of merk voorbeeld aan kunnen koppelen
Begrippenlijst op einde handboek vanbuiten leren voor examen
Fiche met begrippen → 2 trekken → die begrippen uitleggen
Slides: alles wat op de slides is het enige wat er gevraagd wordt voor theorie en toepassingen
Model krijgen en helemaal uitleggen → bij geen info in de ppt → notities/handboek raadplegen voor extra info
Toepassing: case/merk krijgen → vragen waar je de theorie moet toepassen op het merk
Achter elk voorstel dat je geeft opt examen moet een redenering achter zitten.
Als je bij een vraag moet uitbreiden → gebruik meerdere hoofdstukken
Er zijn 5 cases
2 begrippen, al je het niet kan uitleggen maar wel voorbeeld geven dan krijg je nog de helft vd punten
Quinten Maas
4
MARKETINGCOMMUNICATIE
INHOUD
H1 Geïntegreerde Communicatie ........................................................................................................................... 4
4 P’s ..................................................................................................................................................................... 5
4 C’s ..................................................................................................................................................................... 5
Advertentie ......................................................................................................................................................... 6
Communicatiemix ............................................................................................................................................... 7
IMC-filosofie ........................................................................................................................................................ 8
Het model van Melewar ...................................................................................................................................... 8
Model van Dowling ............................................................................................................................................. 9
H2 Merkenbeleid .................................................................................................................................................. 10
Basisstrategieën voor merkenbeleid ................................................................................................................. 10
Merkenportefeuille ........................................................................................................................................... 10
Merkwaarde vanuit het consumentenperspectief. .......................................................................................... 10
Loyaliteitspiramide ........................................................................................................................................ 11
Elementen van merkwaarde en reclamemodellen ....................................................................................... 12
Wat maakt merken sterk? ................................................................................................................................. 12
H3a Hoe marketingcommunicatie werkt .............................................................................................................. 12
FCB Raster ......................................................................................................................................................... 12
Elementen van de attitude t.o.v merken .......................................................................................................... 13
Het elaboration likelihood model ..................................................................................................................... 13
The theory of planned behaviour ..................................................................................................................... 14
Marketingcommunicatie ................................................................................................................................... 15
Emotionele conditionering ................................................................................................................................ 15
Perceptie-ervaring-geheugenmodel ................................................................................................................. 15
Hiërarchie van effecten ..................................................................................................................................... 16
H3b Marketingomgeving....................................................................................................................................... 16
Micro, Meso & Macro ....................................................................................................................................... 16
Micro omgeving ............................................................................................................................................ 17
Meso-omgeving ............................................................................................................................................ 17
Macro-omgeving ........................................................................................................................................... 20
H4 Marketingcommunicatieplanning ................................................................................................................... 21
Marketingcommunicatieplanning ..................................................................................................................... 21
Quinten Maas
1
, Segmentatie ...................................................................................................................................................... 22
Effectieve segmentatie.................................................................................................................................. 22
DAGMAR-model ................................................................................................................................................ 22
AIDA-model ....................................................................................................................................................... 23
Productlevenscyclus .......................................................................................................................................... 23
SOV-effect ......................................................................................................................................................... 24
TOMA ................................................................................................................................................................ 24
Invloed op communicatiebudget ...................................................................................................................... 25
Creatieve briefing .............................................................................................................................................. 25
Segmentatiecriteria ........................................................................................................................................... 26
Positioneringsstrategieën ................................................................................................................................. 26
H5: Reclame .......................................................................................................................................................... 27
Reclame-uitgaven wereldwijd ........................................................................................................................... 27
Trends ............................................................................................................................................................... 28
Humor in reclame ............................................................................................................................................. 28
Hoofdcomponenten van cultuur ....................................................................................................................... 29
Cultuur Volgens Geert Hofstede ....................................................................................................................... 30
Machtsafstand (Power Distance) .................................................................................................................. 30
Masculiniteit vs. Feminiteit (Masculinity vs. Femininity) .............................................................................. 30
Onzekerheidsvermijding (Uncertainty Avoidance) ....................................................................................... 30
Lange vs. Korte Termijn Oriëntatie (Long vs. Short Term Orientation): ........................................................ 31
Toegeeflijkheid vs. Terughoudendheid (Indulgence vs. Restraint) ............................................................... 31
Irritatie door reclame ........................................................................................................................................ 31
Reclame vs merk ............................................................................................................................................... 32
Merkverwarring ................................................................................................................................................ 32
Reclamevormen ................................................................................................................................................ 33
Uitvoeringselementen....................................................................................................................................... 33
Landen vs culturele dimensies .......................................................................................................................... 34
H6: Mediaplanning ................................................................................................................................................ 34
Stappen in mediaplanningsproces .................................................................................................................... 35
Mediadoelstellingen.......................................................................................................................................... 35
Reclamefrequentie en -effectiviteit .................................................................................................................. 36
Effect van herhaling .......................................................................................................................................... 36
Reclame-uitgaven.............................................................................................................................................. 36
Universele waarden volgens Schwartz .............................................................................................................. 37
Invloed van contextvariabelen .......................................................................................................................... 39
H7: Merkactivatie .................................................................................................................................................. 39
Quinten Maas
2
, Wat is merkactivatie ......................................................................................................................................... 39
Invloeden op groeiend belang van verkooppromoties ..................................................................................... 40
Basistypen verkooppromotie ............................................................................................................................ 40
Doelstellingen en doelgroepen ......................................................................................................................... 41
Winkelatmosfeer ............................................................................................................................................... 41
Merkervaringen ................................................................................................................................................. 42
Case - Bpost ....................................................................................................................................................... 42
Ongedupliceerde blootstelling ...................................................................................................................... 42
Type promoties (consument) ............................................................................................................................ 43
Instrumenten voor handelspromoties .............................................................................................................. 43
Voor- en nadelen promoties ......................................................................................................................... 44
S-F-T-A ............................................................................................................................................................... 44
H8: Direct marketing ............................................................................................................................................. 45
Wat is direct marketing ..................................................................................................................................... 45
Reclamekanalen vs. vertrouwen ....................................................................................................................... 45
Suspect en prospect .......................................................................................................................................... 46
Media en instrumenten voor direct marketing ................................................................................................. 46
Marketingdatabase ........................................................................................................................................... 47
Basemarketing .................................................................................................................................................. 47
Verschil tussen massamedia en directe media ................................................................................................. 48
Telemarketing ................................................................................................................................................... 48
H9: Public relations ............................................................................................................................................... 48
Kenmerken van Public Relations ....................................................................................................................... 49
Voorbeeld van Public Relations......................................................................................................................... 49
Zwakke punten van Public Relations ................................................................................................................. 49
Trends en uitdagingen....................................................................................................................................... 49
Uitdagingen ................................................................................................................................................... 50
Trends ........................................................................................................................................................... 50
Wie is je publiek ................................................................................................................................................ 50
Doelstellingen PR .............................................................................................................................................. 51
Kanalen voor PR ................................................................................................................................................ 52
Persbericht en mediarelaties ............................................................................................................................ 52
Net geen crisis <-> crisissituatie ........................................................................................................................ 53
H10: Sponsoring .................................................................................................................................................... 53
Kenmerken van sponsoring ............................................................................................................................... 53
Doelgroepenstructuur ....................................................................................................................................... 54
Vormen van sponsoring .................................................................................................................................... 54
Quinten Maas
3
, Doelstellingen van sponsoring .......................................................................................................................... 55
Beoordelingscriteria voor sponsoring ............................................................................................................... 56
Voorbeelden ...................................................................................................................................................... 56
H11: Meten van campagne effectiviteit ................................................................................................................ 56
Pretesting .......................................................................................................................................................... 56
Beperkingen van pretesting .......................................................................................................................... 57
Methoden van posttesting ................................................................................................................................ 58
Beperkingen van posttesting ........................................................................................................................ 59
Zaagtandeffect .................................................................................................................................................. 59
Maatstaven effectiviteit sponsoring ................................................................................................................. 60
Checklist voor interne pretesting ...................................................................................................................... 60
H12: Marketingcommunicatie en ethische kwesties ............................................................................................ 61
Marketingcommunicatie en ethiek ................................................................................................................... 61
Stereotypering .................................................................................................................................................. 61
Voorbeelden .................................................................................................................................................. 61
Kwetsbare groepen als doelgroep .................................................................................................................... 62
Sluikreclame ...................................................................................................................................................... 62
Maatschappelijk verantwoord ondernemen .................................................................................................... 62
Zelfregulering .................................................................................................................................................... 63
Do’s & don’ts ..................................................................................................................................................... 63
H1 GEÏNTEGREERDE COMMUNICATIE
Je moet voor ieder begrip een campagne of merk voorbeeld aan kunnen koppelen
Begrippenlijst op einde handboek vanbuiten leren voor examen
Fiche met begrippen → 2 trekken → die begrippen uitleggen
Slides: alles wat op de slides is het enige wat er gevraagd wordt voor theorie en toepassingen
Model krijgen en helemaal uitleggen → bij geen info in de ppt → notities/handboek raadplegen voor extra info
Toepassing: case/merk krijgen → vragen waar je de theorie moet toepassen op het merk
Achter elk voorstel dat je geeft opt examen moet een redenering achter zitten.
Als je bij een vraag moet uitbreiden → gebruik meerdere hoofdstukken
Er zijn 5 cases
2 begrippen, al je het niet kan uitleggen maar wel voorbeeld geven dan krijg je nog de helft vd punten
Quinten Maas
4
