Dirk Vanhegen Media & Content-Eerste semester 2024-2025
Media & content
Inhoudsopgave
PESO model...................................................................................................4
De vier oogpunten.......................................................................................................... 4
Geschiedenis PESO model.............................................................................................. 5
Media............................................................................................................ 7
Kracht van media............................................................................................................ 7
Mediaplanning............................................................................................... 7
Voorbeeld mediaplan...................................................................................................... 7
Mediaplan als onderdeel van marketing..........................................................8
Marketing communicatie................................................................................8
Onderdeel communicatie................................................................................9
STDC model...................................................................................................9
Varianten........................................................................................................................ 9
Marketingcommunicatiemix..........................................................................10
Above the line instrumenten.........................................................................10
1.Reclame..................................................................................................................... 10
Vormen van reclame................................................................................................. 10
Voordelen reclame..................................................................................................... 11
Nadelen reclame....................................................................................................... 11
2.Public relations.......................................................................................................... 11
Vormen van PR.......................................................................................................... 11
3.Sponsoring................................................................................................................. 11
Doelstellingen sponsoring......................................................................................... 11
Voordelen Sponsoring................................................................................................ 12
Nadelen Sponsering.................................................................................................. 12
4.Evenementen............................................................................................................. 12
Voordelen evenementen........................................................................................... 12
Nadelen evenementen.............................................................................................. 12
Below the line instrumenten.........................................................................12
1.Promoties (sales promotions)....................................................................................12
Doelstellingen........................................................................................................... 13
2.Winkelcommunicatie en verpakkingen (Instore)........................................................13
Doelstellingen........................................................................................................... 13
Verpakkingen kunnen:............................................................................................... 13
3.Direct Marketing........................................................................................................ 13
Voordelen.................................................................................................................. 13
Nadelen..................................................................................................................... 14
4.Persoonlijke verkoop..................................................................................................14
1
,Dirk Vanhegen Media & Content-Eerste semester 2024-2025
B2B-sector................................................................................................................. 14
Voordelen.................................................................................................................. 14
Nadeel....................................................................................................................... 14
De verschillende partijen in overview............................................................15
1.Adverteerder............................................................................................. 15
Kunnen zowel B2B als B2C werken:..............................................................................15
UBA: Unie van Belgische Adverteerders.......................................................................16
2.Reclamebureau.........................................................................................16
Voordeel = creativiteit..................................................................................................16
Communicatieplan........................................................................................................ 16
Communicatiebriefing Adverteerder-Reclamebureau...................................................16
Communicatiebriefing............................................................................................... 16
3.Mediabureau............................................................................................. 17
Mediaplan..................................................................................................................... 17
Weggelaten.................................................................................................................. 17
Kostprijs reclame-mediabureau....................................................................................18
Extra taken mediabureau............................................................................................. 18
4.Media-exploitanten....................................................................................18
Verschillende categoriën...............................................................................................18
Budget.......................................................................................................................... 19
Mediaplanner............................................................................................... 19
Taken van de mediaplanner binnen het reclamebureau...............................................19
Voorbeeld briefing........................................................................................20
Briefing onderdelen......................................................................................20
1.Mediadoelgroepen..................................................................................................... 20
2.Mediadoelstellingen................................................................................................... 21
3.De boodschap............................................................................................................ 21
4.Reclameperiode......................................................................................................... 21
5.Mediabudget.............................................................................................................. 22
6.Aanvullende info en randvoorwaarden......................................................................22
Mediaplan.................................................................................................... 24
Briefing interpretatie.................................................................................................... 24
Mediaplan Excel............................................................................................................ 24
Planningsproces........................................................................................... 24
Mediastrategie & crossmediale mediaplanning..............................................25
Mediastrategie.............................................................................................................. 25
Multimediale aanpak................................................................................................. 25
2
,Dirk Vanhegen Media & Content-Eerste semester 2024-2025
Trend: direct marketing strategischer meenemen in mediaplanning.........................26
Crossmediale mediaplanning........................................................................................26
Link naar online info.................................................................................................. 27
De communicatie pijlers...............................................................................27
Ken je sector................................................................................................ 28
Onderzoek de sector waarin je actief bent....................................................................28
Soorten informatie........................................................................................................ 28
Primary information................................................................................................... 28
Secondary information.............................................................................................. 28
Ken je consument.........................................................................................28
Buyer persona.............................................................................................................. 29
Doelgroep bepalen.......................................................................................30
Advertising.................................................................................................................... 30
Customer journey......................................................................................................... 30
Conversation Prism- van Brain Solis..............................................................34
Algoritmes................................................................................................... 34
Voorbeeld toepassing alogritme...................................................................................35
Basis van de algoritmes................................................................................................ 35
Belang van social media...............................................................................35
Content op social media...............................................................................36
Soorten......................................................................................................................... 36
Social media platformen...............................................................................36
Platformen met meeste gebruikers...............................................................................36
Snelst groeiende platformen......................................................................................... 37
Cross-visiting social media platformen.........................................................................37
De verschillende paltformen.........................................................................................37
1.Facebook................................................................................................................ 37
2.Instagram............................................................................................................... 38
3.Pinterest................................................................................................................. 38
4.Youtube.................................................................................................................. 38
5.Tiktok..................................................................................................................... 39
6.Linkedln.................................................................................................................. 39
7.Snapchat................................................................................................................ 40
8.Google Search........................................................................................................ 40
9.Bing........................................................................................................................ 40
3
, Dirk Vanhegen Media & Content-Eerste semester 2024-2025
Les 1: PESO model
PESO model
= paid, earned, shared & owned media
= manier om alle marketingkanalen v.e. merk te catagoriseren.
Zo kan je jouw inspanningen onderzoeken vanuit de vier oogpunten en
bepalen of je meer kanalen kan opnemen in nieuwe of bestaande
strategiën.
Meerwaarde
Zichtbaarheid verschillende media wordt duidelijk
=> je kan de effectiviteit communicatie-initiatieven bekijken
Click-through rates, opt-in, media-equivalencies, metrics,…
=> kunnen worden gebruikt om de waarde van zichtbaarheid aan te
tonen
Elk PESO-onderdeel is afhankelijk v.h. andere
Kracht PESO-model = alle vier de kanalen gebruiken
De vier oogpunten
Paid media
aka betaalde distributie, wanneer geld betaald wordt voor de distributie
van iets (advertentie, content). Doelgroep wordt uitgezocht en hoe in
contact komen met doelgroep.
Vbn. Advertenties, influencer marketing, social media ads, PPC (pays-per-
click) content, gesponsorde content, e-mailmarketing,…
Earned media
Bekomen door het ter beschikking stellen van kwaliteitsmateriaal aan het
publiek van een bekende autoriteit => geloofwaardige media
Alles wat de aandacht v.d. pers op uw merk vestigd worden mediahits
genoemd
4
Media & content
Inhoudsopgave
PESO model...................................................................................................4
De vier oogpunten.......................................................................................................... 4
Geschiedenis PESO model.............................................................................................. 5
Media............................................................................................................ 7
Kracht van media............................................................................................................ 7
Mediaplanning............................................................................................... 7
Voorbeeld mediaplan...................................................................................................... 7
Mediaplan als onderdeel van marketing..........................................................8
Marketing communicatie................................................................................8
Onderdeel communicatie................................................................................9
STDC model...................................................................................................9
Varianten........................................................................................................................ 9
Marketingcommunicatiemix..........................................................................10
Above the line instrumenten.........................................................................10
1.Reclame..................................................................................................................... 10
Vormen van reclame................................................................................................. 10
Voordelen reclame..................................................................................................... 11
Nadelen reclame....................................................................................................... 11
2.Public relations.......................................................................................................... 11
Vormen van PR.......................................................................................................... 11
3.Sponsoring................................................................................................................. 11
Doelstellingen sponsoring......................................................................................... 11
Voordelen Sponsoring................................................................................................ 12
Nadelen Sponsering.................................................................................................. 12
4.Evenementen............................................................................................................. 12
Voordelen evenementen........................................................................................... 12
Nadelen evenementen.............................................................................................. 12
Below the line instrumenten.........................................................................12
1.Promoties (sales promotions)....................................................................................12
Doelstellingen........................................................................................................... 13
2.Winkelcommunicatie en verpakkingen (Instore)........................................................13
Doelstellingen........................................................................................................... 13
Verpakkingen kunnen:............................................................................................... 13
3.Direct Marketing........................................................................................................ 13
Voordelen.................................................................................................................. 13
Nadelen..................................................................................................................... 14
4.Persoonlijke verkoop..................................................................................................14
1
,Dirk Vanhegen Media & Content-Eerste semester 2024-2025
B2B-sector................................................................................................................. 14
Voordelen.................................................................................................................. 14
Nadeel....................................................................................................................... 14
De verschillende partijen in overview............................................................15
1.Adverteerder............................................................................................. 15
Kunnen zowel B2B als B2C werken:..............................................................................15
UBA: Unie van Belgische Adverteerders.......................................................................16
2.Reclamebureau.........................................................................................16
Voordeel = creativiteit..................................................................................................16
Communicatieplan........................................................................................................ 16
Communicatiebriefing Adverteerder-Reclamebureau...................................................16
Communicatiebriefing............................................................................................... 16
3.Mediabureau............................................................................................. 17
Mediaplan..................................................................................................................... 17
Weggelaten.................................................................................................................. 17
Kostprijs reclame-mediabureau....................................................................................18
Extra taken mediabureau............................................................................................. 18
4.Media-exploitanten....................................................................................18
Verschillende categoriën...............................................................................................18
Budget.......................................................................................................................... 19
Mediaplanner............................................................................................... 19
Taken van de mediaplanner binnen het reclamebureau...............................................19
Voorbeeld briefing........................................................................................20
Briefing onderdelen......................................................................................20
1.Mediadoelgroepen..................................................................................................... 20
2.Mediadoelstellingen................................................................................................... 21
3.De boodschap............................................................................................................ 21
4.Reclameperiode......................................................................................................... 21
5.Mediabudget.............................................................................................................. 22
6.Aanvullende info en randvoorwaarden......................................................................22
Mediaplan.................................................................................................... 24
Briefing interpretatie.................................................................................................... 24
Mediaplan Excel............................................................................................................ 24
Planningsproces........................................................................................... 24
Mediastrategie & crossmediale mediaplanning..............................................25
Mediastrategie.............................................................................................................. 25
Multimediale aanpak................................................................................................. 25
2
,Dirk Vanhegen Media & Content-Eerste semester 2024-2025
Trend: direct marketing strategischer meenemen in mediaplanning.........................26
Crossmediale mediaplanning........................................................................................26
Link naar online info.................................................................................................. 27
De communicatie pijlers...............................................................................27
Ken je sector................................................................................................ 28
Onderzoek de sector waarin je actief bent....................................................................28
Soorten informatie........................................................................................................ 28
Primary information................................................................................................... 28
Secondary information.............................................................................................. 28
Ken je consument.........................................................................................28
Buyer persona.............................................................................................................. 29
Doelgroep bepalen.......................................................................................30
Advertising.................................................................................................................... 30
Customer journey......................................................................................................... 30
Conversation Prism- van Brain Solis..............................................................34
Algoritmes................................................................................................... 34
Voorbeeld toepassing alogritme...................................................................................35
Basis van de algoritmes................................................................................................ 35
Belang van social media...............................................................................35
Content op social media...............................................................................36
Soorten......................................................................................................................... 36
Social media platformen...............................................................................36
Platformen met meeste gebruikers...............................................................................36
Snelst groeiende platformen......................................................................................... 37
Cross-visiting social media platformen.........................................................................37
De verschillende paltformen.........................................................................................37
1.Facebook................................................................................................................ 37
2.Instagram............................................................................................................... 38
3.Pinterest................................................................................................................. 38
4.Youtube.................................................................................................................. 38
5.Tiktok..................................................................................................................... 39
6.Linkedln.................................................................................................................. 39
7.Snapchat................................................................................................................ 40
8.Google Search........................................................................................................ 40
9.Bing........................................................................................................................ 40
3
, Dirk Vanhegen Media & Content-Eerste semester 2024-2025
Les 1: PESO model
PESO model
= paid, earned, shared & owned media
= manier om alle marketingkanalen v.e. merk te catagoriseren.
Zo kan je jouw inspanningen onderzoeken vanuit de vier oogpunten en
bepalen of je meer kanalen kan opnemen in nieuwe of bestaande
strategiën.
Meerwaarde
Zichtbaarheid verschillende media wordt duidelijk
=> je kan de effectiviteit communicatie-initiatieven bekijken
Click-through rates, opt-in, media-equivalencies, metrics,…
=> kunnen worden gebruikt om de waarde van zichtbaarheid aan te
tonen
Elk PESO-onderdeel is afhankelijk v.h. andere
Kracht PESO-model = alle vier de kanalen gebruiken
De vier oogpunten
Paid media
aka betaalde distributie, wanneer geld betaald wordt voor de distributie
van iets (advertentie, content). Doelgroep wordt uitgezocht en hoe in
contact komen met doelgroep.
Vbn. Advertenties, influencer marketing, social media ads, PPC (pays-per-
click) content, gesponsorde content, e-mailmarketing,…
Earned media
Bekomen door het ter beschikking stellen van kwaliteitsmateriaal aan het
publiek van een bekende autoriteit => geloofwaardige media
Alles wat de aandacht v.d. pers op uw merk vestigd worden mediahits
genoemd
4
