100% satisfaction guarantee Immediately available after payment Both online and in PDF No strings attached
logo-home
Marketing Communication - Master in Persuasive Communication (UvA) $10.79   Add to cart

Class notes

Marketing Communication - Master in Persuasive Communication (UvA)

 33 views  1 purchase
  • Course
  • Institution

This document includes all of the notes from the lectures and the tutorials of the course. The concepts are clearly explained with definitions, diagrams, examples and color coding.

Preview 3 out of 19  pages

  • March 4, 2024
  • 19
  • 2023/2024
  • Class notes
  • A.p. pfeuffer
  • All classes
avatar-seller
MARKETING COMMUNICATION
By Asiah Capponi

WEEK 1

Micro lecture: Advertising and Integrated Marketing Communications

Marketing=marketing mix (4p):
- Product
- Price
- Place
- Promotion

To sell a product you have to have a good price, a place, physical or online, to see it and you
should promote it

Our focus: PROMOTION

Promotional mix:
- Advertising
- Direct marketing (sending letters)
- interactive/internet marketing
- Sales promotion (coupons)
- publicity/public relations
- Personal selling (in a store, over the phone)

Integrated marketing comm tried to use all of these marketing elements= various promotional
elements are coordinated along with other marketing activities that communicate with the
customers

In the past it wasn’t like this! Different agencies for different types of marketing, this resulted in
unclear message on a predict

Touch points: every way a consumer can be in contact with a product

,Billboard: company initiated touch point
Word of mouth: Someone talking to you about a product and telling you how they like that
product, unexpected touch point
Design of the packaging or other elements when you are already buying the product,
representative of the brand interacting with customers: Intrinsic touch point
Consumer gets in touch with the company to ask questions: Consumer initiated touch point

How they influence consumers:

, Beliefs in the power of advertising (Ewing & Jones, 2000)

How advertising works:

- Strong theory: advertising leads to sales and persuades people to buy brands
- Weak theory: advertising is ‘only’ capable of gently nudging or reminding consumers,
rather than actually persuading them

How to define advertising (Dahlen & Rosengren, 2016)

1923: selling in print

2002: a paid, mediated form of communication from an identifiable source, designed to
persuade the receiver to take some action, now or in the future

2016: brand-initiated communication intent on impacting people
(what changed: advertising is not always paid for, that is why brand-initiated; intent, a
commercial is not always trying to change your behavior but also to reinforce already present
attitudes; people rather than audience to make it more inclusive)


WEEK 2

Micro lecture: Brand Positioning and Consumer Segmentation

Two elements in the target marketing process:
- Segmentation: who you want to focus on,
Classic definition= “a technique used to divide a heterogeneous market into
homogeneous subgroups, each of which has distinct wants and needs”

The benefits of buying summaries with Stuvia:

Guaranteed quality through customer reviews

Guaranteed quality through customer reviews

Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.

Quick and easy check-out

Quick and easy check-out

You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.

Focus on what matters

Focus on what matters

Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!

Frequently asked questions

What do I get when I buy this document?

You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.

Satisfaction guarantee: how does it work?

Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.

Who am I buying these notes from?

Stuvia is a marketplace, so you are not buying this document from us, but from seller asicapponi. Stuvia facilitates payment to the seller.

Will I be stuck with a subscription?

No, you only buy these notes for $10.79. You're not tied to anything after your purchase.

Can Stuvia be trusted?

4.6 stars on Google & Trustpilot (+1000 reviews)

67163 documents were sold in the last 30 days

Founded in 2010, the go-to place to buy study notes for 14 years now

Start selling
$10.79  1x  sold
  • (0)
  Add to cart