Marketingcommunicatieplan
Tjeerd Jue
1126114
CE1-CMC2
Men-Yi Kong
10-04-2022
Aantal woorden: 3156
1
, Inhoud
1. Brandoverview ................................................................................................................................ 3
1.1 Marketingcommunicatie doelgroep.............................................................................................. 3
1.1.1. Algemeen niveau ................................................................................................................ 3
1.1.2. Domein specifiek niveau ................................................................................................. 3
1.1.3. Merk specifiek niveau...................................................................................................... 3
1.2. Marketingcommunicatie doelstellingen (effectdoelstellingen) .............................................. 3
1.3. Positionering............................................................................................................................ 3
1.4. Budgettering ............................................................................................................................ 3
2. Creatief concept .............................................................................................................................. 4
2.1 Effectconcept........................................................................................................................... 4
3. Communicatie-uitingen ................................................................................................................... 5
3.1 offline uiting ............................................................................................................................ 5
3.2 online uiting............................................................................................................................. 5
3.3 samenhang .............................................................................................................................. 7
3.4 focusgroep ............................................................................................................................... 7
4. Mediaplan........................................................................................................................................ 8
4.1 mediadoelgroep ...................................................................................................................... 8
4.2 mediadoelstelling .................................................................................................................... 8
4.3 mediakeuze ................................................................................................................................... 8
4.3 Mediaselectie (marketingcommunicatiemix).......................................................................... 8
4.4 planning ......................................................................................................................................... 9
5. HSL marcom seminar..................................................................................................................... 10
6. Video pitch..................................................................................................................................... 10
7. Bronnenlijst ................................................................................................................................... 10
2
Tjeerd Jue
1126114
CE1-CMC2
Men-Yi Kong
10-04-2022
Aantal woorden: 3156
1
, Inhoud
1. Brandoverview ................................................................................................................................ 3
1.1 Marketingcommunicatie doelgroep.............................................................................................. 3
1.1.1. Algemeen niveau ................................................................................................................ 3
1.1.2. Domein specifiek niveau ................................................................................................. 3
1.1.3. Merk specifiek niveau...................................................................................................... 3
1.2. Marketingcommunicatie doelstellingen (effectdoelstellingen) .............................................. 3
1.3. Positionering............................................................................................................................ 3
1.4. Budgettering ............................................................................................................................ 3
2. Creatief concept .............................................................................................................................. 4
2.1 Effectconcept........................................................................................................................... 4
3. Communicatie-uitingen ................................................................................................................... 5
3.1 offline uiting ............................................................................................................................ 5
3.2 online uiting............................................................................................................................. 5
3.3 samenhang .............................................................................................................................. 7
3.4 focusgroep ............................................................................................................................... 7
4. Mediaplan........................................................................................................................................ 8
4.1 mediadoelgroep ...................................................................................................................... 8
4.2 mediadoelstelling .................................................................................................................... 8
4.3 mediakeuze ................................................................................................................................... 8
4.3 Mediaselectie (marketingcommunicatiemix).......................................................................... 8
4.4 planning ......................................................................................................................................... 9
5. HSL marcom seminar..................................................................................................................... 10
6. Video pitch..................................................................................................................................... 10
7. Bronnenlijst ................................................................................................................................... 10
2
