MARKETING COMMUNICATION
TIM SMITS & YARA QUTTEINA
PART 1 - INTRODUCTION AND GENERAL FRAMEWORK-
LES 1: 11/02/2026
➢ In course: Textbook expertise and gut feeling
LEARNING ACTIVITIES, EVALUATION, MEDIA LAB
A BLEND OF DIFFERENT METHODS
• Knowledge – 9 weeks:
• Last lecture 24/04
• Explanation of the learning materials
• Discussing (own) examples
• Recordings available (not for the discussion of examples; no equivalent to coming physically)
• Flipped classroom (not recorded)
• Slides shared after the lectures, via Toledo
EVALUATION
• 100% Exam: 30 multiple choice questions and 10 (short) open questions
• Digitally (BYOD)
FOR THOSE ENROLLED - MEDIALAB 4 – 1,5 WEEKS OF MARCOM:
• Group work
• Creating your own marcom plan
• Starts 14/05 – interim pitch 21/05 – final pitch 23/05
HANDBOEK
Marketing communications – a european perspective
POLLEV
Marketing communication
- Very product focuses, but it is also businesses to businesses
- Often about services, we increasingly live in a service economy
- Smarthphone could be a product, but at the same time we expect a service (update…)
o If the service doesn’t deliver, people pay for better service (icloud)
o You buy experiences
1
,PADLET ASSIGNMENTS – ZIE EINDE DOCUMENT
We begin with an ongoing assignment throughout the semester: pay attention to examples of marketing communications
in everyday life. These may be examples that are “ordinary,” or just examples that stand out to you positively or negatively.
Memorize your example, bring it physically to class or drop it on the padlet. You can also share photos, sound clips, links,
etc. there.
We use the examples to liven up the course and to exemplify the strategy of marketing communications.
MARKETING COMMUNICATION ABOUT… ?
• Products (B2C)
o first one we think about
• Services (B2C)
o most of the marketing about this
o When you buy a product, you pay for the service (in a restaurant for example)
o Service around the product/brand
▪ They sell things as a service
▪ Ex: windows as a service; I sign a contract, you guarantee me I will always have the best energy-
efficient window
• Brands
o Selling the brand
o Promoting what the brand stands for
• Products or services B2B
- Or even
• (non-profit) Organizations
• Charities
• NGOs, …
- Majority of these jobs by people who’re not trained:
o Advertising space becomes cheaper, cause it doesn’t do the job and marketing budget will be used for
more ads than fewer ads
• Ethical perspectives aren’t strong
➢ B2C: Business to Consumer
➢ B2B: Business to Business
MARKETING … COMMUNICATION
MARKETING TEXTBOOKS (NOT COMMUNICATION)
4 Ps of marketing = Philip Kolter
• Product (service, experience)
• Price (quality)
• Place (where are we selling)
• Promotion (communication)
o Do something that at that point increases the
value of a product
o Advertising/influencer marketing ≠ promotion!
• People (selling, buying the stuff)
easy to remember = marketing trick
Communication =
• It covers all types of marketing communications
• Paid media
o advertising
• Owned media
o Brand has an own medium
o Example: packaging of food
• Earned media
2
,OVERVIEW TOPICS (<> BOOK CHAPTERS = LOOSELY FOLLOW THE TEXTBOOK)
➢ There will be more in the future
MARCOM MINI COURSE
It is like rocket science:
study and application of physics, engineering, and mathematics to design, launch, and navigate rockets and spacecraft.
MARCOM MEDIA AND TOOLS
➢ Focus on communication part
• Above the line: more traditional communication (tv, radio,…)
o F.e.: the Super Bowl (most expensive space to advertise)
o All the mass communications: before the internet
o Advertising agencies: develop a campaign and need media to host campagn: stakeholders
(belangenhebbers) to produce the add
▪ Brand contracting advertising agency: set perceptage of the media cost in above the line
▪ Brand had to rent advertising space of a tv channel and pay advertising agency (15% of the media
budget)
▪ They thought ab their strategy, fe: they bought advertising or space on tv etc. and after that, they
thought ab the advertisement self (what they were going to advertise)--
▪ 15% of the budget you need to pay to the advertising agency
o Major advertising agencies only worked for above the line: system that reinforces itself
▪ All the below the line stuff is more interesting
• Below the line: you make an agreement with the agency, for this price we’re going to make you this kind of
advertisement
o Paid media: you pay someone to say something ab your product, service or brand (f.e.: you pay a
supermarket for stickers on the floor of your product)—
▪ POP: point of purchase
o Owned media: you pay your own people to express themselves ab your brand (f.e.: a website, someone
of your company is paid to make this)
▪ Direct marketing services track consumers – owned media but still with some costs
o Earned media: someone talks ab your brand/product/service, it can be word-of mouth or online (f.e.: a
photo someone posts ab a product)
▪ Cant control that much
3
, ▪ Word of mouth: mond aan mond reclame→ can come from consumers (reviews, social media),
from the press
▪ Influencers / or just people who put pictures online is also word of mouth
• All different media
o Different properties and dynamics
o Whole idea of interconnected stakes in system dominates trends
MARCOM STAKEHOLDER GROUPS
- Advertisers want to persuade consumers and need media to reach them, media needs advertisers for revenue
- Tensions/actions from one group can affect both other groups (e.g., dissatisfied customer can blame the medium
and/or the advertiser)
- It would be too difficult without brand and advertisers, without them we can’t
show products or services to the world
o You always need someone to make a medium for your product/service,
you can’t do everything for yourself
o Brands make it easier to make decisions
o If people complain ab the advertisers or the advertisements, they will
maybe also complain ab the product (f.e.: if someone thinks that there
are too many advertisements on a medium, they think it’s annoying)
o Media can’t survive without advertising
MARCOM, BRANDING AND CAMPAIGNING
- Branding:
o a long term strategic perspective on how to build, grow and maintain your brand value, marketing
communication should always serve the brand strategy (f.e.: Nike)
o Long term branding makes your brand survive
o Ex: Nike – advertise lifestyle, not particular products
- Campaign:
o a strategically planned chronology and collection of marcoms with a common creative appeal and an
appropriate communication strategy and budget planning per medium
o Shorter time-perspective, but longer than we as a consumer think when we think about marketing
communications
o Ex: you probably forgot that you have heard/seen it, and somewhere along the line you have changed your
mind about it
OBJECTIVES: ATTITUDE COMPONENTS
- Cognition: knowing what the product, service or brand is ab
o For the most of them it’s important that you know something ab them, you need to recognize them
o For some it doesn’t matter whether you know the brand or not
- Affect: how you feel ab the product, service or brand
o If you have a positive attitude, you may want to buy it
o For some brands it isn’t important
o The more you feel positive about it, the more likely you will buy it (again)
and advertise it to other people
- Behaviour: the interaction you have with the product, service or brand
o The behaviour part can stimulate the affect and cognition part
o When you buy it
o After you bought it
o With someone else buying it for you
- Circle, cause it affects each other
All marketing objectives are linked to these 3 things
DYNAMICS: REACH AND RELEVANCE – ELM & SYSTEM 1 & 2
- Reach: hardly noticed peripheral cues affect us, certainly when repeated over and over again
o distinctive assets + constant availability
▪ cues that kenmerken die
4
TIM SMITS & YARA QUTTEINA
PART 1 - INTRODUCTION AND GENERAL FRAMEWORK-
LES 1: 11/02/2026
➢ In course: Textbook expertise and gut feeling
LEARNING ACTIVITIES, EVALUATION, MEDIA LAB
A BLEND OF DIFFERENT METHODS
• Knowledge – 9 weeks:
• Last lecture 24/04
• Explanation of the learning materials
• Discussing (own) examples
• Recordings available (not for the discussion of examples; no equivalent to coming physically)
• Flipped classroom (not recorded)
• Slides shared after the lectures, via Toledo
EVALUATION
• 100% Exam: 30 multiple choice questions and 10 (short) open questions
• Digitally (BYOD)
FOR THOSE ENROLLED - MEDIALAB 4 – 1,5 WEEKS OF MARCOM:
• Group work
• Creating your own marcom plan
• Starts 14/05 – interim pitch 21/05 – final pitch 23/05
HANDBOEK
Marketing communications – a european perspective
POLLEV
Marketing communication
- Very product focuses, but it is also businesses to businesses
- Often about services, we increasingly live in a service economy
- Smarthphone could be a product, but at the same time we expect a service (update…)
o If the service doesn’t deliver, people pay for better service (icloud)
o You buy experiences
1
,PADLET ASSIGNMENTS – ZIE EINDE DOCUMENT
We begin with an ongoing assignment throughout the semester: pay attention to examples of marketing communications
in everyday life. These may be examples that are “ordinary,” or just examples that stand out to you positively or negatively.
Memorize your example, bring it physically to class or drop it on the padlet. You can also share photos, sound clips, links,
etc. there.
We use the examples to liven up the course and to exemplify the strategy of marketing communications.
MARKETING COMMUNICATION ABOUT… ?
• Products (B2C)
o first one we think about
• Services (B2C)
o most of the marketing about this
o When you buy a product, you pay for the service (in a restaurant for example)
o Service around the product/brand
▪ They sell things as a service
▪ Ex: windows as a service; I sign a contract, you guarantee me I will always have the best energy-
efficient window
• Brands
o Selling the brand
o Promoting what the brand stands for
• Products or services B2B
- Or even
• (non-profit) Organizations
• Charities
• NGOs, …
- Majority of these jobs by people who’re not trained:
o Advertising space becomes cheaper, cause it doesn’t do the job and marketing budget will be used for
more ads than fewer ads
• Ethical perspectives aren’t strong
➢ B2C: Business to Consumer
➢ B2B: Business to Business
MARKETING … COMMUNICATION
MARKETING TEXTBOOKS (NOT COMMUNICATION)
4 Ps of marketing = Philip Kolter
• Product (service, experience)
• Price (quality)
• Place (where are we selling)
• Promotion (communication)
o Do something that at that point increases the
value of a product
o Advertising/influencer marketing ≠ promotion!
• People (selling, buying the stuff)
easy to remember = marketing trick
Communication =
• It covers all types of marketing communications
• Paid media
o advertising
• Owned media
o Brand has an own medium
o Example: packaging of food
• Earned media
2
,OVERVIEW TOPICS (<> BOOK CHAPTERS = LOOSELY FOLLOW THE TEXTBOOK)
➢ There will be more in the future
MARCOM MINI COURSE
It is like rocket science:
study and application of physics, engineering, and mathematics to design, launch, and navigate rockets and spacecraft.
MARCOM MEDIA AND TOOLS
➢ Focus on communication part
• Above the line: more traditional communication (tv, radio,…)
o F.e.: the Super Bowl (most expensive space to advertise)
o All the mass communications: before the internet
o Advertising agencies: develop a campaign and need media to host campagn: stakeholders
(belangenhebbers) to produce the add
▪ Brand contracting advertising agency: set perceptage of the media cost in above the line
▪ Brand had to rent advertising space of a tv channel and pay advertising agency (15% of the media
budget)
▪ They thought ab their strategy, fe: they bought advertising or space on tv etc. and after that, they
thought ab the advertisement self (what they were going to advertise)--
▪ 15% of the budget you need to pay to the advertising agency
o Major advertising agencies only worked for above the line: system that reinforces itself
▪ All the below the line stuff is more interesting
• Below the line: you make an agreement with the agency, for this price we’re going to make you this kind of
advertisement
o Paid media: you pay someone to say something ab your product, service or brand (f.e.: you pay a
supermarket for stickers on the floor of your product)—
▪ POP: point of purchase
o Owned media: you pay your own people to express themselves ab your brand (f.e.: a website, someone
of your company is paid to make this)
▪ Direct marketing services track consumers – owned media but still with some costs
o Earned media: someone talks ab your brand/product/service, it can be word-of mouth or online (f.e.: a
photo someone posts ab a product)
▪ Cant control that much
3
, ▪ Word of mouth: mond aan mond reclame→ can come from consumers (reviews, social media),
from the press
▪ Influencers / or just people who put pictures online is also word of mouth
• All different media
o Different properties and dynamics
o Whole idea of interconnected stakes in system dominates trends
MARCOM STAKEHOLDER GROUPS
- Advertisers want to persuade consumers and need media to reach them, media needs advertisers for revenue
- Tensions/actions from one group can affect both other groups (e.g., dissatisfied customer can blame the medium
and/or the advertiser)
- It would be too difficult without brand and advertisers, without them we can’t
show products or services to the world
o You always need someone to make a medium for your product/service,
you can’t do everything for yourself
o Brands make it easier to make decisions
o If people complain ab the advertisers or the advertisements, they will
maybe also complain ab the product (f.e.: if someone thinks that there
are too many advertisements on a medium, they think it’s annoying)
o Media can’t survive without advertising
MARCOM, BRANDING AND CAMPAIGNING
- Branding:
o a long term strategic perspective on how to build, grow and maintain your brand value, marketing
communication should always serve the brand strategy (f.e.: Nike)
o Long term branding makes your brand survive
o Ex: Nike – advertise lifestyle, not particular products
- Campaign:
o a strategically planned chronology and collection of marcoms with a common creative appeal and an
appropriate communication strategy and budget planning per medium
o Shorter time-perspective, but longer than we as a consumer think when we think about marketing
communications
o Ex: you probably forgot that you have heard/seen it, and somewhere along the line you have changed your
mind about it
OBJECTIVES: ATTITUDE COMPONENTS
- Cognition: knowing what the product, service or brand is ab
o For the most of them it’s important that you know something ab them, you need to recognize them
o For some it doesn’t matter whether you know the brand or not
- Affect: how you feel ab the product, service or brand
o If you have a positive attitude, you may want to buy it
o For some brands it isn’t important
o The more you feel positive about it, the more likely you will buy it (again)
and advertise it to other people
- Behaviour: the interaction you have with the product, service or brand
o The behaviour part can stimulate the affect and cognition part
o When you buy it
o After you bought it
o With someone else buying it for you
- Circle, cause it affects each other
All marketing objectives are linked to these 3 things
DYNAMICS: REACH AND RELEVANCE – ELM & SYSTEM 1 & 2
- Reach: hardly noticed peripheral cues affect us, certainly when repeated over and over again
o distinctive assets + constant availability
▪ cues that kenmerken die
4
