Download - Jiska Eelen - Creative Media Advertising
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Creative Media AdvertisingBoekpresentatie SWOCC 72
Jiska Eelen
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Waarom juist nu?
Een merk ‘moet’: Opvallen Engageren
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Consument als marketeer
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Verrassen!
Surprise!!
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Verwondering vs. Verrassing
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Verwondering vs. Verrassing
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Verwondering vs. Verrassing
T1 T2 T3 T4 T51.5
2.5
3.5
OnverwachtVerwonderingPositieve Verrass-ingPositieve Evaluatie
Noordewier & Breugelmans, 2013
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CMA & verrassing
Creative Media Advertising
1. Onconventioneel medium2. Overlap tussen boodschap en medium
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CMA & verrassing
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CMA & verrassing
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Effectief?
Meta-Analyse
Onderzoekstechniek Systematisch Integratie
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Effectief
Meta-Analyse
Aandacht Verrassing Positief gevoel
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Effectief
Meta-Analyse
WOM genereren
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Effectief
Meta-Analyse
Merkassociaties
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Effectief
Meta-Analyse
Merkassociaties
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CMA gebruik
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CMA gebruik
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Conclusie
Creative media advertising
Aandacht, verrassing, positieve gevoelens Stimuleert WOM Sterke merkassociaties
1. Onconventioneel medium2. Overlap tussen boodschap en medium
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Aanbeveling
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Aanbeveling
CMA