Martin Westbeek 2014

Lectures
• Marketing communication
• Marketing communication plan
• Research into consumer, product, competition
• Target groups
• Targets
• Strategy
• Marketing communication mix
• Media

Lectures
Combination of knowledge and application
Step-by-step through development of marketing communication
In English
Exam: one case for marketing, marketing communication, copy&concept.
Read your chapters in preparation for lectures
Enjoy!

Lectures
Combination of knowledge and application
Step-by-step through development of marketing communication campaigns
Lectures conducted in English
Exam: one case for marketing, marketing communication, copy&concept. OBE so focus on why, how
Read your chapters in preparation for lectures
Enjoy!

And especially:
Examples and more examples
Attention: Wonderbra
Action: AH
Attitude: P&G
Attitude: Blaupunkt
Let’s dive in!

Theory and practice
Examples and more examples
Attention: Wonderbra
Action: AH
Attitude: P&G
Attitude: Blaupunkt
Let’s dive in!

Definition of MC
Contacting trade and/or consumers in order to influence their knowledge, attitude and behavior
Into a direction favorable for marketing policy.
 SO?

Definition of MC
Contacting trade and/or consumers in order to influence their knowledge, attitude and behavior into a direction favorable for marketing policy.
 SO?

Definition of MC
Contacting trade and/or consumers in order to influence their knowledge, attitude and behavior
Into a direction favorable for marketing policy.
 SO?

Definition of MC
Contacting trade and/or consumers in order to influence their knowledge, attitude and behavior into a direction favorable for marketing policy.
 SO?

Position of marketing communication
Business plan : entire enterprise, marketing, financials, personnel, sustainability, etc.
Marketing plan : market share, turnover, €€€, marketing objectives, marketing tools, etc.
Marketing communication plan : what communication objectives, strategy and media do we use to help realize this ?

Marketing communication
“ change their knowledge, attitude and behavior”
What does it actually do?

Marketing communication
“ change their knowledge, attitude and behavior”
It generates:
• Attention
• Awareness
• Knowledge
• Affection
• Involvement
• Behavior
• Added value

Marketing communication – what does it do
“change their knowledge, attitude and behavior”
It generates:
• Attention
• Awareness
• Knowledge
• Affection
• Involvement
• Behavior
• Added value

Position of marketing communication
Basic marketing plan consists of:
• Internal analysis
• External analysis
• SWOT
• Confrontation matrix – strategic options
• Marketing mix
• Product
• Place
• Price
• Promotion
• and some other highly fascinating stuff…

Position of marketing communication
Basic marketing plan consists of:
• Internal analysis
• External analysis
• SWOT
• Confrontation matrix – strategic options
• Marketing mix
• Product
• Place
• Price
• Promotion - this is marketing communication
• and some other highly fascinating stuff…

Marketing communication plan
• Research into consumer, product, competition
• Marketing communication target groups
• Marketing communication targets
• Marketing communication strategy
(position and proposition)
• Concept development / creation
• Marketing communication mix
• Media
• Implementation/execution
• Evaluation

Marketing communication plan
• Research into consumer, product, competition
• Marketing communication target groups
• Marketing communication targets
• Marketing communication strategy
(position and proposition)
• Concept development / creation
• Marketing communication mix
• Media
• Implementation/execution
• Evaluation seen by public

Brands
Marketing communication is the language and messages of a brand
Prison
No.5
Coca Cola: share happiness
AH Route 99
Unox: de muts van ‘63

Brands
The brand is the starting point for any campaign!
Functions of a brand for consumer
Functions of a brand for company

Brands
The brand is the starting point for any campaign!
Functions of a brand for consumer
- Convenience during purchase (choice, certainty)
- Psychosocial function

expressive and impressive
Functions of a brand for company
- Distinguish itself amongst competitors
- Continuity
- Higher price
- Easier product introductions
- Less dependent from retail trade channel

Brand image
Mental image (i.e. in the mind) of a (prospective) consumer of a brand. (Remember diff. between ID and IM???)
Network of instrumental and psychosocial associations.

Sources of brand image
• Own experience with brand
• Influence of others
• Marketing tools (Ps)
• Marketing communications
So?

Sources of brand image
• Own experience with brand
• Influence of others
• Marketing tools (Ps)
• Marketing communications
So?
Influence of advertising is limited: what people experience themselves and tell others (online!!!) is far more significant than advertising talk.

Brand image: association network
Look at these brands for a minute and write down some associations you have with these brands
– BMW:
– Volvo:
– Mercedes:

Brand image: association network
– BMW: German, left lane, fast, flashing lights, sports, driver’s car
– Volvo: family, Sweden, Golden retriever, safe, reliable, boring
– Mercedes: status, luxurious, business, expensive, German, star, trailer parks
Products are (almost) identical: advertising makes the difference in the hearts and minds of consumers.
Audi commercial : what do you want in a car?

Commercial break
Pepsi Max: Uncle Drew
Gun control
Dodge Ram Truck

Ad agency
This semester you will work as an ad agency.
How does an ad agency work?

Ad agency
Agency mgt.
Account Creative Marketing Research Media Finance Traffic

Ad agency
Agency mgt.
Account Creative Marketing Research Media Finance Traffic

Sagatiba
Development of an advertising campaign