{"id":7476,"date":"2021-10-19T09:52:15","date_gmt":"2021-10-19T07:52:15","guid":{"rendered":"https:\/\/ipmadvertising.wpengine.com\/?p=7476"},"modified":"2021-10-19T09:52:54","modified_gmt":"2021-10-19T07:52:54","slug":"doeltreffendheid-van-reclame-ipm-advertising-innoveert","status":"publish","type":"post","link":"https:\/\/ipmadvertising.be\/nl\/doeltreffendheid-van-reclame-ipm-advertising-innoveert\/","title":{"rendered":"Doeltreffendheid van reclame: IPM Advertising innoveert"},"content":{"rendered":"\n<p>Mijn campagne is verschenen&nbsp;&#8230; Maar werd ze opgemerkt en onthouden? Hoe werd ze ervaren? Om een antwoord te geven op deze vragen, heeft IPM Advertising besloten om <strong>IPM AdTrackers<\/strong> in te zetten, <strong>post-testpeilingen<\/strong> van bepaalde campagnes.<\/p>\n\n\n\n<p><em>\u201cHet is een nieuwe dienst die we aan sommige klanten aanbieden om de doeltreffendheid te meten van de campagnes die we hen voorstellen\u201d, <\/em>zegt <strong>Pascaline Goffin, Head of Marketing, Communication &amp; Events<\/strong> bij IPM Advertising.&nbsp; <em>\u201cOns doel? De kwantitatieve en kwalitatieve impact meten van de campagnes in de mediamerken die IPM Advertising beheert. Op die manier kunnen we onze klanten, bureaus en adverteerders nieuwe indicatoren bezorgen.\u201d<\/em><\/p>\n\n\n\n<p>Hiervoor gebruiken we de methodologie van de online <strong>kwantitatieve peiling<\/strong>, die voor de eerste meting gebaseerd is op een staal van ongeveer 350 personen van 25 tot 64&nbsp;jaar. Het enqu\u00eateveldwerk wordt uitgevoerd door een studiebureau (AQ Rate) dat gespecialiseerd is in dit type evaluaties.<\/p>\n\n\n\n<p>De vragen maken een onderscheid tussen de rol van de boodschap, van het merk en van het medium:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>de memorisatie, of de algemene herinnering op basis van de herkenning van de \u2018verborgen\u2019 reclame,<\/li><li>de attributie of de spontane herkenning van het merk,<\/li><li>de beoordeling van het concept, op basis van standaard of specifieke criteria.<\/li><\/ul>\n\n\n\n<p>Het komt erop aan <strong>de<\/strong> <strong>impact correct te meten<\/strong> aan de hand van reacties van consumenten die tot de doelgroep behoren. <em>\u201cHet is heel belangrijk dat we dit type expertise aan onze klanten kunnen aanbieden. We zijn er niet om omzet te maken, maar om impact te hebben. Dat strookt met de waarden van IPM Advertising, namelijk kwaliteit en professionaliteit, de menselijke dimensie, flexibiliteit en ethiek in communicatie.\u201d<\/em><em><\/em><\/p>\n\n\n\n<p>En de indicatoren van het CIM, het Centrum voor Informatie over de Media? Die gaan over de (geprobabiliseerde) bereikresultaten van de media, en geven geen informatie over de memorisatie en perceptie van de reclame, wat juist het doel is van deze IPM AdTrackers.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p>Wilt u graag meer informatie over de IPM AdTrackers? Neem contact op met ons team: <a href=\"mailto:info@ipmadvertising.be\">info@ipmadvertising.be<\/a><\/p><\/blockquote>\n","protected":false},"excerpt":{"rendered":"<p>Mijn campagne is verschenen&nbsp;&#8230; Maar werd ze opgemerkt en onthouden? Hoe werd ze ervaren? Om een antwoord te geven op deze vragen, heeft IPM Advertising besloten om IPM AdTrackers in te zetten, post-testpeilingen van bepaalde campagnes. \u201cHet is een nieuwe dienst die we aan sommige klanten aanbieden om de doeltreffendheid te meten van de campagnes [&hellip;]<\/p>\n","protected":false},"author":9,"featured_media":7458,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","inline_featured_image":false,"footnotes":""},"categories":[112],"tags":[],"class_list":["post-7476","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-geen-onderdeel-van-een-categorie"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Doeltreffendheid van reclame: IPM Advertising innoveert - IPM Advertising<\/title>\n<meta name=\"description\" content=\"Mijn campagne is verschenen ... 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