Pelsmacker Study guides, Class notes & Summaries

Summary of chapters 3, 4, 7 and 13 from the book "De Pelsmacker, Geuens, and Van den Bergh (2018). Marketing Communications: A European Perspective, 6th edition1. Prentice Hall." Chapter 3: How marketing communications work Chapter 4: Marketing communications planning Chapter 7: Media planning Chapter 13: Measuring campaign effectiveness

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Marketing Communications: A European Perspective (Sixth edition) Summary of chapters: 3 - How marketing communications work 4 - Marketing communications planning 7 - Media planning 13 - Measuring campaign effectiveness

Topic 1 – The Psychological Core 1.1 An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior – Krishna (2012) 1.2 Construal Levels and Psychological Distance: Effects on Representation, Prediction, Evaluation, and Behavior – Trope, Liberman & Wakslak (2007) 1.3 Memories of Yesterday’s Emotions: Does the Valence of Experience Affect the Memory-Experience Gap? – Miron-Shatz, Stone & Kahneman (2009) Topic 2 – Consumer Ratio...

Book Summary Chapter 3,4,6,12 of the book 'Marketing Communication; A European Perspective'. 7th edition

IMC is... - Answer a strategic process that is used to plan, develop, execute & evaluate marketing communications to audiences Functions of IMC - Answer Persuade consumers, remind, inform, build relationships, assist with elements of the marketing mix Steps in the IMC - Answer 1. Identify the target audience 2. Establish the communications objectives 3. Develop the IMC mix 4. Establish the budget 5. Evaluate the IMC campaign Push and pull strategy - Answer Push - focus o...

Integrated Marketing Communications (IMC) - Answer -carefully integrating and coordinating the company's many communications channels to deliver a clear, CONSISTENT, and compelling message about the organization and its products -calls for recognizing all contact points where the customer may encounter the company and its brands The Promotion Mix - Answer 1. Advertising 2. Sales Promotion 3. Personal Selling 4. Public Relations 5. Direct Marketing advertising - Answer any paid ...

What is IMC? - Answer Integrated marketing communications is the process of integrating all elements of the marketing communications (promotional) mix to deliver a consistent message and therefore achieve greater impact What are the 5 core elements of IMC? - Answer 1. The message - rational or emotional 2. Tools - promotional mix 3. Media channels - print/broadcast/digital etc 4. People - target audience 5. Context - Sector and industry What are the 6 elements of the extended promo...

Includes a summary of the following articles: Topic 1 - Introduction to digital marketing & SEO 1.1 Digital Marketing Trends Report 2020 – Sparxoo Topic 2 - Search engine advertising & Web analytics 2.1 Search engine advertisements: The impact of advertising statements on click-through and conversion rates – Haans, Raassens & van Hout (2013) 2.2 Using Google Analytics to measure visitor statistics: The case of food composition websites – Pakkala, Presser & Christensen (2012) To...

Dit is een samenvatting van het boek Marketing Communications: A European perspective, 7th edition. Tevens bevat het college-aantekeningen. Dit document bevat alles wat je nodig hebt voor het tentamen van het Marketing Communication bij de studie Communicatie- en Informatiewetenschappen of International Business Communication. Dit betekent dat hoofdstuk 11 er niet in is verwekt en dat van sommige hoofdstukken (7, 8, 9 en 10) niet alles is samengevat, omdat dit niet nodig is voor het tentamen.