Samenvatting Marketingcommunicatiestrategie.
Ko Floor, Fred van Raaij, Margot Bouwman. 8 e editie.
Hoofdstukken: 11,13 en 14-21
Inhoud
Hoofstuk 11.......................................................................................................................................5
Fasen in creatieve ontwikkeling..........................................................................................................5
Briefing en debrief..............................................................................................................................5
Het grote idee.....................................................................................................................................7
Doorvertaling van het grote idee naar communicatie-uitingen..........................................................7
Zenden............................................................................................................................................8
Doen...............................................................................................................................................8
Geven.............................................................................................................................................9
Creatieve uitingen...........................................................................................................................9
Creativiteit..........................................................................................................................................9
Presentatie aan opdrachtgever..........................................................................................................9
Beoordelingscriteria.......................................................................................................................9
Bijsturen.......................................................................................................................................10
Uitvoering van een advertentie........................................................................................................10
Onderdelen van een advertentie..................................................................................................10
Hoofdstuk 13...................................................................................................................................10
Soorten communicatieonderzoek....................................................................................................10
Communicatiestrategieonderzoek...................................................................................................11
Achtergrondonderzoek.................................................................................................................11
Kwantitatief onderzoek................................................................................................................11
Kwalitatief onderzoek...................................................................................................................11
Conceptonderzoek...........................................................................................................................12
Pretest..........................................................................................................................................12
Proceseffecten opsporen..............................................................................................................12
Communicatie-uitingen selecteren...............................................................................................12
Plaatsingsfrequentie vaststellen...................................................................................................12
Externe validiteit...........................................................................................................................12
Pretestmethoden..........................................................................................................................13
Posttest.............................................................................................................................................13
Medium- en reclamebereik..........................................................................................................14
Verwerkingseffecten.....................................................................................................................14
Gedragseffecten...........................................................................................................................14
, Communicatie-evaluatieonderzoek..............................................................................................14
Hoofdstuk 14...................................................................................................................................14
Geschiedenis van de reclame...........................................................................................................14
De eerste reclamebureaus............................................................................................................15
Van massa naar individu...................................................................................................................15
Beleveniscommunicatie................................................................................................................15
Reclame die waarde toevoegt......................................................................................................16
Soorten reclame...............................................................................................................................16
Consumentenreclame..................................................................................................................16
Retailreclame................................................................................................................................16
Zakelijke reclame..........................................................................................................................16
Personeelsreclame.......................................................................................................................16
Collectieve reclame......................................................................................................................16
Reclamestrategie voor een internationaal merk..............................................................................17
Globale strategie..............................................................................................................................17
Adaptiestrategie...........................................................................................................................18
Differentiatiestrategie..................................................................................................................18
Lokale strategie............................................................................................................................18
Factoren voor de mate van standaardisatie.................................................................................18
Reclameplan.....................................................................................................................................18
Reclamedoelstellingen......................................................................................................................19
Mediumdoelstellingen..................................................................................................................19
Reclameprocesdoelstellingen.......................................................................................................19
Reclame-effectdoelstellingen.......................................................................................................19
Accountability...................................................................................................................................20
Onderzoek........................................................................................................................................20
Effie...................................................................................................................................................20
Hoofdstuk 15...................................................................................................................................20
Ontstaan van public relations...........................................................................................................20
Doelstellingen van public relations...................................................................................................20
Interne PR.....................................................................................................................................20
Externe PR....................................................................................................................................21
PR-specialismen................................................................................................................................21
Corporate PR................................................................................................................................22
Interne communicatie..................................................................................................................22
Financiële PR.................................................................................................................................22
, Public affairs.................................................................................................................................22
Marketing-PR................................................................................................................................23
Taken en werkwijze van public relations......................................................................................23
Taken van de PR............................................................................................................................23
Reputatiemanagement.....................................................................................................................24
Tactisch-defensief reputatiemanagement....................................................................................24
Tactisch-assertief reputatiemanagement.....................................................................................25
Strategisch-defensief reputatiemanagement...............................................................................25
Strategisch-assertief reputatiemanagement................................................................................25
Voorlichting......................................................................................................................................25
Hoofdstuk 16...................................................................................................................................25
Sponsoring........................................................................................................................................25
Nieuwe ontwikkelingen................................................................................................................25
Doelstellingen van sponsoring......................................................................................................25
Doelstellingen...............................................................................................................................25
Prestaties van beide partijen........................................................................................................26
Vijf soorten sponsoring.................................................................................................................26
Sponsoring van maatschappelijke projecten....................................................................................26
Sportsponsoring...............................................................................................................................26
Sponsoring van kunst, cultuur en amusement.................................................................................26
Sponsoring van onderwijs en wetenschap.......................................................................................27
Functies van sponsoring binnen de marketingcommunicatie...........................................................27
Meten van sponsoring effecten........................................................................................................28
Uitvoeringsplan................................................................................................................................28
Selectiecriteria..............................................................................................................................28
Integratie......................................................................................................................................29
Hoofdstuk 17...................................................................................................................................29
Promoties als marketingcommunicatie-instrument.........................................................................29
Promotieplan................................................................................................................................30
Verschillende soorten promoties..................................................................................................30
Consumentenpromoties...................................................................................................................30
Handelspromotie..............................................................................................................................31
Verkrijgen van handelssteun bij consumentenacties....................................................................31
Uitbreiden van aantal verkooppunten..........................................................................................31
Vergroten of verkleinen van handelsvoorraden...........................................................................31
Verbeteren van handelsrelaties....................................................................................................31
, Promoties voor verkoopstaf.............................................................................................................32
Promotiestrategieën.........................................................................................................................32
Tijdelijke prijskortingen................................................................................................................33
Refund en cash-back.....................................................................................................................33
Bonusverpakkingen......................................................................................................................33
Sampling en demonstraties..........................................................................................................34
Weggevers....................................................................................................................................34
Cadeaus met bijbetaling...............................................................................................................34
Spaaracties...................................................................................................................................34
Prijsvragen en wedstrijden...........................................................................................................35
Joint promoties.............................................................................................................................35
Doelstelling en strategie...............................................................................................................35
Onderzoek naar promoties...............................................................................................................35
Medewerking van de retail...........................................................................................................36
Deelname van de consument.......................................................................................................36
Voorwaarden voor een succesvolle promotie..............................................................................36
Synergie........................................................................................................................................36
Promoties binnen de marketing-communicatiemix..........................................................................36
Hoofdstuk 18...................................................................................................................................37
Direct marketing...............................................................................................................................37
Geschiedenis.................................................................................................................................37
Plaats van direct marketing..........................................................................................................37
Voordelen van de directe relatie......................................................................................................37
Media en vormen van direct marketing...........................................................................................37
Eigen middelen (klantenkaart, club).............................................................................................38
Geïntegreerde direct marketing...................................................................................................38
Gegevensbestanden.........................................................................................................................38
Financiële analyse en test.................................................................................................................39
Test...............................................................................................................................................39
Hoofdstuk 19...................................................................................................................................39
Vormen van winkelcommunicatie....................................................................................................39
Omzet en imago...........................................................................................................................40
Winkelinrichting...............................................................................................................................40
Winkelinrichting in fasen..............................................................................................................40
Impulsaankopen...........................................................................................................................41
Grotere budgetten........................................................................................................................41
Ko Floor, Fred van Raaij, Margot Bouwman. 8 e editie.
Hoofdstukken: 11,13 en 14-21
Inhoud
Hoofstuk 11.......................................................................................................................................5
Fasen in creatieve ontwikkeling..........................................................................................................5
Briefing en debrief..............................................................................................................................5
Het grote idee.....................................................................................................................................7
Doorvertaling van het grote idee naar communicatie-uitingen..........................................................7
Zenden............................................................................................................................................8
Doen...............................................................................................................................................8
Geven.............................................................................................................................................9
Creatieve uitingen...........................................................................................................................9
Creativiteit..........................................................................................................................................9
Presentatie aan opdrachtgever..........................................................................................................9
Beoordelingscriteria.......................................................................................................................9
Bijsturen.......................................................................................................................................10
Uitvoering van een advertentie........................................................................................................10
Onderdelen van een advertentie..................................................................................................10
Hoofdstuk 13...................................................................................................................................10
Soorten communicatieonderzoek....................................................................................................10
Communicatiestrategieonderzoek...................................................................................................11
Achtergrondonderzoek.................................................................................................................11
Kwantitatief onderzoek................................................................................................................11
Kwalitatief onderzoek...................................................................................................................11
Conceptonderzoek...........................................................................................................................12
Pretest..........................................................................................................................................12
Proceseffecten opsporen..............................................................................................................12
Communicatie-uitingen selecteren...............................................................................................12
Plaatsingsfrequentie vaststellen...................................................................................................12
Externe validiteit...........................................................................................................................12
Pretestmethoden..........................................................................................................................13
Posttest.............................................................................................................................................13
Medium- en reclamebereik..........................................................................................................14
Verwerkingseffecten.....................................................................................................................14
Gedragseffecten...........................................................................................................................14
, Communicatie-evaluatieonderzoek..............................................................................................14
Hoofdstuk 14...................................................................................................................................14
Geschiedenis van de reclame...........................................................................................................14
De eerste reclamebureaus............................................................................................................15
Van massa naar individu...................................................................................................................15
Beleveniscommunicatie................................................................................................................15
Reclame die waarde toevoegt......................................................................................................16
Soorten reclame...............................................................................................................................16
Consumentenreclame..................................................................................................................16
Retailreclame................................................................................................................................16
Zakelijke reclame..........................................................................................................................16
Personeelsreclame.......................................................................................................................16
Collectieve reclame......................................................................................................................16
Reclamestrategie voor een internationaal merk..............................................................................17
Globale strategie..............................................................................................................................17
Adaptiestrategie...........................................................................................................................18
Differentiatiestrategie..................................................................................................................18
Lokale strategie............................................................................................................................18
Factoren voor de mate van standaardisatie.................................................................................18
Reclameplan.....................................................................................................................................18
Reclamedoelstellingen......................................................................................................................19
Mediumdoelstellingen..................................................................................................................19
Reclameprocesdoelstellingen.......................................................................................................19
Reclame-effectdoelstellingen.......................................................................................................19
Accountability...................................................................................................................................20
Onderzoek........................................................................................................................................20
Effie...................................................................................................................................................20
Hoofdstuk 15...................................................................................................................................20
Ontstaan van public relations...........................................................................................................20
Doelstellingen van public relations...................................................................................................20
Interne PR.....................................................................................................................................20
Externe PR....................................................................................................................................21
PR-specialismen................................................................................................................................21
Corporate PR................................................................................................................................22
Interne communicatie..................................................................................................................22
Financiële PR.................................................................................................................................22
, Public affairs.................................................................................................................................22
Marketing-PR................................................................................................................................23
Taken en werkwijze van public relations......................................................................................23
Taken van de PR............................................................................................................................23
Reputatiemanagement.....................................................................................................................24
Tactisch-defensief reputatiemanagement....................................................................................24
Tactisch-assertief reputatiemanagement.....................................................................................25
Strategisch-defensief reputatiemanagement...............................................................................25
Strategisch-assertief reputatiemanagement................................................................................25
Voorlichting......................................................................................................................................25
Hoofdstuk 16...................................................................................................................................25
Sponsoring........................................................................................................................................25
Nieuwe ontwikkelingen................................................................................................................25
Doelstellingen van sponsoring......................................................................................................25
Doelstellingen...............................................................................................................................25
Prestaties van beide partijen........................................................................................................26
Vijf soorten sponsoring.................................................................................................................26
Sponsoring van maatschappelijke projecten....................................................................................26
Sportsponsoring...............................................................................................................................26
Sponsoring van kunst, cultuur en amusement.................................................................................26
Sponsoring van onderwijs en wetenschap.......................................................................................27
Functies van sponsoring binnen de marketingcommunicatie...........................................................27
Meten van sponsoring effecten........................................................................................................28
Uitvoeringsplan................................................................................................................................28
Selectiecriteria..............................................................................................................................28
Integratie......................................................................................................................................29
Hoofdstuk 17...................................................................................................................................29
Promoties als marketingcommunicatie-instrument.........................................................................29
Promotieplan................................................................................................................................30
Verschillende soorten promoties..................................................................................................30
Consumentenpromoties...................................................................................................................30
Handelspromotie..............................................................................................................................31
Verkrijgen van handelssteun bij consumentenacties....................................................................31
Uitbreiden van aantal verkooppunten..........................................................................................31
Vergroten of verkleinen van handelsvoorraden...........................................................................31
Verbeteren van handelsrelaties....................................................................................................31
, Promoties voor verkoopstaf.............................................................................................................32
Promotiestrategieën.........................................................................................................................32
Tijdelijke prijskortingen................................................................................................................33
Refund en cash-back.....................................................................................................................33
Bonusverpakkingen......................................................................................................................33
Sampling en demonstraties..........................................................................................................34
Weggevers....................................................................................................................................34
Cadeaus met bijbetaling...............................................................................................................34
Spaaracties...................................................................................................................................34
Prijsvragen en wedstrijden...........................................................................................................35
Joint promoties.............................................................................................................................35
Doelstelling en strategie...............................................................................................................35
Onderzoek naar promoties...............................................................................................................35
Medewerking van de retail...........................................................................................................36
Deelname van de consument.......................................................................................................36
Voorwaarden voor een succesvolle promotie..............................................................................36
Synergie........................................................................................................................................36
Promoties binnen de marketing-communicatiemix..........................................................................36
Hoofdstuk 18...................................................................................................................................37
Direct marketing...............................................................................................................................37
Geschiedenis.................................................................................................................................37
Plaats van direct marketing..........................................................................................................37
Voordelen van de directe relatie......................................................................................................37
Media en vormen van direct marketing...........................................................................................37
Eigen middelen (klantenkaart, club).............................................................................................38
Geïntegreerde direct marketing...................................................................................................38
Gegevensbestanden.........................................................................................................................38
Financiële analyse en test.................................................................................................................39
Test...............................................................................................................................................39
Hoofdstuk 19...................................................................................................................................39
Vormen van winkelcommunicatie....................................................................................................39
Omzet en imago...........................................................................................................................40
Winkelinrichting...............................................................................................................................40
Winkelinrichting in fasen..............................................................................................................40
Impulsaankopen...........................................................................................................................41
Grotere budgetten........................................................................................................................41
