1
,1. USP → uniek voordeel, 17. Lead Scoring → punten 33. Addressable
basis communicatie geven aan leads Advertising →
gepersonaliseerde tv-
2. Merkbekendheid → 18. Lead Nurturing → reclame
merk kennen/herkennen leads begeleiden
34. Advertentiemodel →
3. Merkkennis → weten 19. UGC → content van inkomsten uit advertenties
waarvoor merk staat gebruikers
35. Transactiemodel →
4. Above The Line → 20. Reach vs Impact → inkomsten uit verkoop
massacommunicatie, groot bereik vs effect
bereik 36. Licentiemodel →
21. SEO → organisch abonnementen
5. Below The Line → gevonden worden
gerichte communicatie 37. Impressie → advertentie
22. SEA → betaald vertoond
6. Owned Media → eigen gevonden worden
kanalen 38. CPM → kost per 1000
23. Seeding → verspreiding vertoningen
7. Paid Media → betaalde starten
zichtbaarheid 39. CPC → kost per klik
24. Virale Marketing →
8. Earned Media → gebruikers verspreiden 40. Affiliate Marketing →
verdiende aandacht commissie per resultaat
25. Guerrillamarketing →
9. Selectiviteit → juiste verrassend, creatief 41. Display Advertising →
doelgroep bereiken bannering
26. Conversatiewaardig →
10. Lineair kijken → kijken mensen praten erover 42. IAB-formaten →
op uitzendmoment standaard bannerformaten
27. Storytelling → USP in
11. Uitgesteld kijken → verhaalvorm 43. RTB → automatische
later kijken advertentieveiling
28. Native Advertising →
12. Zenderplatformen → reclame lijkt content 44. Automated Trading →
VRT MAX, VTM GO automatische
29. Media vs De Media → advertentiehandel
13. Streaming → Netflix, kanaal vs mediabedrijf
Disney+ 45. Guaranteed Delivery
30. Media vs Adverteerder → vertoningen gegarandeerd
14. Personenmerken → → verkoopt vs koopt ruimte
influencers, creators 46. E-business vs E-
31. Media vs Instrumenten marketing →
15. Broadcasting → één → kanaal vs functie businessmodel vs promotie
boodschap → velen
32. Mediaregie → verkoopt 47. Registry / Registrar /
16. On Demand → advertentieruimte Houder → beheerder /
gebruiker kiest zelf verkoper / eigenaar domein
2
,Inhoudsopgave
1 USP (Unique Selling Proposition) ........................................................................................... 5
2 Merkbekendheid .................................................................................................................. 7
3 Merkkennis .......................................................................................................................... 8
4 Above The Line ..................................................................................................................... 9
5 Below The Line ....................................................................................................................10
6 Owned Media ......................................................................................................................12
7 Paid Media ..........................................................................................................................13
8 Earned Media ......................................................................................................................14
9 Selectiviteit van een medium ...............................................................................................15
10 Lineair kijken / uitzenden .................................................................................................16
11 Uitgesteld kijken .............................................................................................................17
12 Kijken via een zenderplatform ..........................................................................................18
13 Kijken via betaalde streaming ..........................................................................................20
14 Kijken naar social en personenmerken .............................................................................22
15 Broadcasting ...................................................................................................................23
16 On Demand Kijken ...........................................................................................................24
17 Lead Scoring ...................................................................................................................25
18 Lead Nurturing ................................................................................................................26
19 UGC (User Generated Content) ........................................................................................27
20 Reach vs Impact ..............................................................................................................28
21 SEO (Search Engine Optimization) ....................................................................................29
22 SEA (Search Engine Advertising) .......................................................................................30
23 Seeding ...........................................................................................................................31
24 Virale Marketing ..............................................................................................................32
25 Guerrillamarketing ..........................................................................................................33
26 Conversatiewaardig zijn...................................................................................................34
27 Storytelling .....................................................................................................................35
28 Native Advertising ...........................................................................................................36
3
, 29 Media versus "de media" .................................................................................................37
30 Media versus Adverteerder ..............................................................................................38
31 Media versus Instrumenten .............................................................................................39
32 Mediaregie ......................................................................................................................40
33 Addressable Advertising ..................................................................................................41
34 Advertentiemodel ............................................................................................................42
35 Transactiemodel .............................................................................................................43
36 Licentiemodel (Subscriptionmodel) .................................................................................44
37 Impressie ........................................................................................................................45
38 CPM (Cost Per Mille) ........................................................................................................46
39 CPC (Cost Per Click) ........................................................................................................47
40 Affiliate Marketing ...........................................................................................................48
41 Display Advertising ..........................................................................................................49
42 Standaardformaten van het IAB ........................................................................................50
43 RTB (Real Time Bidding) ...................................................................................................51
44 Automated Trading ..........................................................................................................52
45 Guaranteed versus Non-Guaranteed Delivery ...................................................................53
46 E-business versus E-marketing ........................................................................................54
47 Registry – Registrar – Houder ............................................................................................55
4
,1. USP → uniek voordeel, 17. Lead Scoring → punten 33. Addressable
basis communicatie geven aan leads Advertising →
gepersonaliseerde tv-
2. Merkbekendheid → 18. Lead Nurturing → reclame
merk kennen/herkennen leads begeleiden
34. Advertentiemodel →
3. Merkkennis → weten 19. UGC → content van inkomsten uit advertenties
waarvoor merk staat gebruikers
35. Transactiemodel →
4. Above The Line → 20. Reach vs Impact → inkomsten uit verkoop
massacommunicatie, groot bereik vs effect
bereik 36. Licentiemodel →
21. SEO → organisch abonnementen
5. Below The Line → gevonden worden
gerichte communicatie 37. Impressie → advertentie
22. SEA → betaald vertoond
6. Owned Media → eigen gevonden worden
kanalen 38. CPM → kost per 1000
23. Seeding → verspreiding vertoningen
7. Paid Media → betaalde starten
zichtbaarheid 39. CPC → kost per klik
24. Virale Marketing →
8. Earned Media → gebruikers verspreiden 40. Affiliate Marketing →
verdiende aandacht commissie per resultaat
25. Guerrillamarketing →
9. Selectiviteit → juiste verrassend, creatief 41. Display Advertising →
doelgroep bereiken bannering
26. Conversatiewaardig →
10. Lineair kijken → kijken mensen praten erover 42. IAB-formaten →
op uitzendmoment standaard bannerformaten
27. Storytelling → USP in
11. Uitgesteld kijken → verhaalvorm 43. RTB → automatische
later kijken advertentieveiling
28. Native Advertising →
12. Zenderplatformen → reclame lijkt content 44. Automated Trading →
VRT MAX, VTM GO automatische
29. Media vs De Media → advertentiehandel
13. Streaming → Netflix, kanaal vs mediabedrijf
Disney+ 45. Guaranteed Delivery
30. Media vs Adverteerder → vertoningen gegarandeerd
14. Personenmerken → → verkoopt vs koopt ruimte
influencers, creators 46. E-business vs E-
31. Media vs Instrumenten marketing →
15. Broadcasting → één → kanaal vs functie businessmodel vs promotie
boodschap → velen
32. Mediaregie → verkoopt 47. Registry / Registrar /
16. On Demand → advertentieruimte Houder → beheerder /
gebruiker kiest zelf verkoper / eigenaar domein
2
,Inhoudsopgave
1 USP (Unique Selling Proposition) ........................................................................................... 5
2 Merkbekendheid .................................................................................................................. 7
3 Merkkennis .......................................................................................................................... 8
4 Above The Line ..................................................................................................................... 9
5 Below The Line ....................................................................................................................10
6 Owned Media ......................................................................................................................12
7 Paid Media ..........................................................................................................................13
8 Earned Media ......................................................................................................................14
9 Selectiviteit van een medium ...............................................................................................15
10 Lineair kijken / uitzenden .................................................................................................16
11 Uitgesteld kijken .............................................................................................................17
12 Kijken via een zenderplatform ..........................................................................................18
13 Kijken via betaalde streaming ..........................................................................................20
14 Kijken naar social en personenmerken .............................................................................22
15 Broadcasting ...................................................................................................................23
16 On Demand Kijken ...........................................................................................................24
17 Lead Scoring ...................................................................................................................25
18 Lead Nurturing ................................................................................................................26
19 UGC (User Generated Content) ........................................................................................27
20 Reach vs Impact ..............................................................................................................28
21 SEO (Search Engine Optimization) ....................................................................................29
22 SEA (Search Engine Advertising) .......................................................................................30
23 Seeding ...........................................................................................................................31
24 Virale Marketing ..............................................................................................................32
25 Guerrillamarketing ..........................................................................................................33
26 Conversatiewaardig zijn...................................................................................................34
27 Storytelling .....................................................................................................................35
28 Native Advertising ...........................................................................................................36
3
, 29 Media versus "de media" .................................................................................................37
30 Media versus Adverteerder ..............................................................................................38
31 Media versus Instrumenten .............................................................................................39
32 Mediaregie ......................................................................................................................40
33 Addressable Advertising ..................................................................................................41
34 Advertentiemodel ............................................................................................................42
35 Transactiemodel .............................................................................................................43
36 Licentiemodel (Subscriptionmodel) .................................................................................44
37 Impressie ........................................................................................................................45
38 CPM (Cost Per Mille) ........................................................................................................46
39 CPC (Cost Per Click) ........................................................................................................47
40 Affiliate Marketing ...........................................................................................................48
41 Display Advertising ..........................................................................................................49
42 Standaardformaten van het IAB ........................................................................................50
43 RTB (Real Time Bidding) ...................................................................................................51
44 Automated Trading ..........................................................................................................52
45 Guaranteed versus Non-Guaranteed Delivery ...................................................................53
46 E-business versus E-marketing ........................................................................................54
47 Registry – Registrar – Houder ............................................................................................55
4
