| Word | Explanation | Dutch translation |
| Achieve sales targets | Make the aim for commerce succeed. | Verkoopdoelstellingen bereiken |
| Address a problem, to | To tackle a problem. | Een probleem aanpakken |
| Advertising budget | Money set aside by the advertiser to pay for advertising. There are a variety of methods for determining the most desirable size of an advertising budget. | Reclame budget |
| Advertorial | A graphical web advertising unit, typically a large headline or title extending across the full page with often measuring 468 pixels wide and 60 pixels tall. | Advertentie |
| Agency of Record | An advertising agency that has been officially designated as having responsibily for coordinating the promotion of one or more of an advertiser’s products and/or services. | Huis reclamebureau |
| Aggregate, to | An aggregator: someone or something
that collects; nowadays quite often collects news. |
Verzamelen |
| Audience Accumulation | The number of people, households, or organizations exposed to a single media vehicle over a designated period of time. | Kijkcijfers |
| Audit Bureau of Circulation | (Abbreviation: ABC) An organization that conducts audits of magazine and newspaper circulation numbers. | Bureau die de omloop circulatie controleert |
| Banner | A form of advertising on the World Wide Web. This form of online advertising entails embedding an advertisement into a web page. It is intended to attract traffic to a website by linking them to the web site of the advertiser. | Grafische reclame-uiting op internet. |
| Bill, to | To ask for payment. | Een rekening sturen |
| Billboard | An outdoor advertising display. | Een vorm van buitenreclame. |
| Brand identity | How you want the consumer to perceive your product or your brand. Companies try to bridge the gap between the brand image and the brand identity. | Merk identiteit |
| Brand Manager | The manager responsible for the marketing and advertising of a brand. | Merk manager |
| Broadcast, to
|
To send out programmes on radio or television. | Uitzenden |
| Broadsheet | A standard size newspaper. | Formaat krant |
| Bulk Mailing | The mailing of a large number of identical marketing communication pieces at a reduced rate. (The quantity and other specifications required to qualify for bulk mail rates varies among different countries’ post offices.) | Grote (reclame)post verzending. |
| Business-to-Business | Selling/marketing to other businesses, rather than to end consumers. | Van bedrijf naar bedrijf verkoop |
| Business-to-business advertising | Advertising directed to other businesses, rather than to consumers. | Van bedrijf tot bedrijf reclame |
| Circulation | The circulation of a publication is the number of copies it sells or distributes within a fixed time period. | Het aantal verkochte en/of verdeelde exemplaren. |
| Click-Through Rate | The number of times a Web page ad is clicked on as a percentage of the number of times the ad is displayed. | Doorklik ratio |
| Commission, To | Someone to write or create something for you. | Opdracht geven |
| Company Culture
|
Company Culture is the term given to the shared values and practices of the employees. The actual culture may not match the published culture. | Bedrijfscultuur |
| Concern, to express | To say you are worried. | Zorg uitspreken |
| Contravene, to | To do something that is not allowed by law or rule | Overtreden |
| Controlled Circulation | Free distribution of a magazine or other publication to a list of people, households or organizations restricted by some defining characteristic such as occupation, industry, hobby, etc. | Gecontroleerde uitgave |
| Cooperative advertising | A system by which ad costs are divided between two or more parties. Usually, such programs are offered by manufacturers to their wholesalers or retailers, as a means of encouraging those parties to advertise the product. | Collectieve reclame |
| Cross-Selling | Encouraging existing customers to buy other products and services (as opposed to buying more of what they bought before). | Klanten nog meer producten laten kopen dan zij al deden. |
| Customer Attitude | A customer’s beliefs and feelings about a product, its attributes, the brand associated with it, and all aspects of the marketing mix applied to its promotion. | Aaname en gevoel van een merk of product. (houding) |
| Designated price range | A price range, officially mentioned. | Vooraf bepaald prijsbereik |
| Direct mail | Marketing communications delivered directly to a prospective purchaser via the U.S. Postal Service or a private delivery company. | Gerichte mail |
| Disclose, to | To show openly. | Onthullen |
| Display advertising | A type of advertising that may, and most frequently does, contain graphic information beyond text such as logos, photographs or other pictures, location maps, and similar items. | Een (verlicht) reclamebord dat buiten een winkel hangt of binnen staat. |
| Edit | The process of assembling video clips, audio tracks, graphics and other source material into a presentable package. | Uitgeven |
| Eye tracking | A research method that determines what part of an advertisement consumers look at, by tracking the pattern of their eye movements. | Oog volgen |
| Four P’s | Stands for Product, Price, Place (i.e., distribution), and Promotion. | 4 p’s |
| Gather data, to | To collect information. | Informatie verzamelen |
| Generic brand | Products not associated with a private or national brand name. | Algemeen merk |
| Giveaway | Promotional item given away to a prospective customer -typically at a trade show, conference or exhibition. | Gratis promotie product |
| Gravitate towards, to | To move towards something or somebody that you are
attracted to. |
Zich aangetrokken voelen tot |
| Hits | Occasionally “hits” is taken to mean the number of visits to a site. I.e., if one person comes to a site once, but looks at 10 pages during that visit, it would, under this use of the word, be counted as one hit. (The more accurate and more common term for this is “visits”.) | Aantal webpagina bezoekers |
| Image advertising | Promoting the image, or general perception, of a product or service, rather than promoting its functional attributes. Commonly used for differentiating brands of parity products. | Imago reclame |
| Incorporate, to | To include. | Ergens in opnemen |
| Infomercial | A television or radio commercial designed to look like a documentary or news story. The print or Web equivalent is known as an “advertorial”. | Radio of televisie reclame die lijkt op een documentaire of nieuws verhaal. |
| Integrated marketing communication | A management concept that is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation. | Geïntegreerde marketing communicatie |
| Launch a campaign, to | The start of a campaign for a product promotion. | Lanceren van de promotie van een product, dienst, bedrijf of idee door middel van een veelal gesponsorde boodschap. |
| Lettershop | A firm that undertakes the production and mailing of sales letters and other marketing communication vehicles on other organizations’ behalf rather than its own. | Een bedrijf die verkoopbrieven maakt en verstuurd voor andere ondernemingen |
| Lifestyle segmentation | Separating consumers into groups, based on their hobbies, interests, and other aspects of their lifestyles. | Levensstijl segmentatie |
| Literary agent | Represents authors and illustrators of fiction and nonfiction. | Literair agent |
| Logo | A graphic element used to identify a company, product, service, or brand. The logo is typically trademarked to protect it from use by other companies. | Beeldmerk |
| Macromarketing | A type of marketing in which a company adapts itself to uncontrollable factors within the industry. | Macro marketing |
| Market Research | The process of systematic gathering, recording and analyzing of data about customers, competitors and the market. Market research can help create a business plan, launch a new product or service, fine tune existing products and services, expand into new markets etc. | Marktonderzoek |
| Market Segmentation | Market segmentation is the process of dividing the market into groups such that individuals/businesses within each group share common characteristics. | Markt Segmentatie |
| Market Share | The percentage of the total market for a product/service category that has been captured by a particular product/service or by a company that offers multiple products/services in that category. In the latter case, the company may choose to look at share on both an individual product/service basis and on a company-wide basis. | Markt aandeel |
| Mass Media | Any form of communication produced by a few people for the consumption by many people. Mass media are channels of communication through which messages flow. As the messages go through the channels, they are distorted. When people receive media messages they have no opportunity for immediate feedback with the producers of the messages. | Media die een bereik hebben onder een groot publiek. |
| Media strategy | A plan of action by an advertiser for bringing advertising messages to the attention of consumers through the use of appropriate media. | Media strategie |
| Merge, to | To combine two or more things into one, often
Companies. |
Fusie |
| Minority Marketing | Marketing that specifically addresses minority groups (not necessarily visible minorities) within a larger population. | Marketing naar een bepaalde groep (specifieke gericht op deze groep) |
| Narrow casting | Using a broadcast medium to appeal to audiences with special interests. For example, the “Food Station” would be a narrowcast, because it appeals to an audience with a specific interest. | Smal bezetten |
| Nesting | Embedding one enclosure inside another before inserting it into an envelope. | Een bijlage in een enveloppe toevoegen |
| Non-profit marketing | The marketing of a product or service in which the offer itself is not intended to make a monetary profit for the marketer. | Zonder winst marketing |
| Paid Circulation | Distribution of a magazine or other publication to people, households or organizations that have paid a subscription fee. While the content of the publication tends to attract an audience with some common characteristics, the publication does not restrict readership based on those characteristics (see Controlled Circulation). | Betaalde oplage |
| Parity products | Product categories where the several brands within that category possess functionally equivalent attributes, making one brand a satisfactory substitute for most other brands in that category. | Gelijkwaardige producten |
| Pay Per View | A type of Pay TV where viewers are charged each time they watch the special event or movie being broadcast. | De kijker betaalt per keer dat men kijkt |
| Persevere, to | To continue trying to do something despite difficulties. | Doorzetten |
| Pitch | A sales presentation where a proposal is presented to potential clients. | Verkooppresentatie. |
| Podcast | A digital media file, or a series of such files, that is distributed over the Internet using syndication feeds for playback on portable media players and personal computers. | Het verspreiden van digitale audio, video of software bestanden die er door speciale programma’s afgehaald worden om ze later te gebruiken. |
| Pop Up | A type of advertisement that is automatically displayed in a second smaller browser window apon loading or unloading a normal web page. | Een venster dat op een computerbeeldscherm verschijnt. |
| Positioning statement | A concise statement that clearly states a key message about a company/product relative to competitive companies/products. | Verklaring voor positionering ten opzichte van concurrerende bedrijven. |
| Potential market | A set of consumers who profess some level of interest in a designed market offer. | Potentiele markt |
| Product Placement | The prominent display of commercial products in films, TV shows and video games. | sluikreclame |
| Promotional mix | Using several different types of communication to support marketing goals which include Advertising, Personal selling, Publicity, and Sales promotions. | Promotie mix |
| Prospect for, to | To go in search of. | Op zoek gaan naar |
| Psychographics | A term that describes consumers or audience members on the basis of psychological characteristics initially determined by standardized tests. | Psychologische grafieken |
| Psychological Pricing | Setting the price of a product based on the wanted public perception for that product. | Het prijzen voor een naar in verhouding redelijke prijs |
| Psychological segmentation | The separation of consumers into psychological characteristic categories on the basis of standardized tests. | Psychologische segmentatie |
| Public Relations (PR) | The process of planning, executing and evaluating programs that build public awareness and understanding of a company and its products/services by communicating through means other than paid advertising. | Managementfunctie die instaat voor het wederzijds begrip tussen een organisatie en haar publieksgroepen. |
| Publisher | The business head of a newspaper organization or publishing house, commonly the owner or the representative of the owner. | Uitgever |
| Qualitative research | A method of advertising research that emphasizes the quality of meaning in consumer perceptions and attitudes; for example, in-depth interviews and focus groups. | Kwalitatief onderzoek |
| Reach | Percentage of a potential audience exposed to advertising one or more times during a given period. | Bereik |
| Recoup investments, to | To get your money back. | Terugverdienen van investeringen |
| Reference Group | A group of people or organization of which an individual respects, identifies with, or aspires to join, e.g., membership or associative groups. | Referentie groep |
| Response Rate | Percentage of responses received from a direct marketing campaign (typically the percentage of recipients who responded to a mailing). | Respons percentage |
| Retention | The action of keeping something. | Klantenbinding |
| Revised edition | A book that has been corrected or improved and then
published again. |
Herziene uitgave |
| Sales pitch | Talk that tries to persuade somebody to buy something. | Verkoopverhaal |
| Sales Promotion | A tactic intended to generate increased sales in a specified amount of time. The goal is usually a strong and rapid response from consumers. | Verkooppromotie |
| Search Engine | A program or website that enables users to search for keywords on web pages throughout the World Wide Web. | Een zoekmachine |
| Showcase, to | To present good qualities in an attractive way. | Ten toon spreiden |
| Slogan | The verbal or written portion of an advertising message that summarizes themain idea in a few memorable words–a tag line. | Slagzin |
| Sponsorship | Donating funds to an organization or event in exchange for supportive association in order to generate publicity. | Sponsoring |
| Suffer | An advertising enclosure that is included in another media, such as in a newspaper, invoice mailings, merchandise packages, etc. | Toegevoegde reclame bij een andere media vorm |
| Survey | An investigation into opinions, behaviour of a specific
group of people. |
Onderzoek |
| Tabloid | A newspaper approximately half the size size of a standard newspaper. | Kleiner format krant |
| Target market | A group of individuals whom collectively, are intended recipients of an advertiser’s message. | Doelgroep |
| Telemarketing | he use of telephones for selling. Telemarketing can be either outbound (the seller calls the prospective customer) or inbound (the prospect calls the seller, such as calling a toll-free number in response to an ad). | Telefonische marketing, |
| Unique selling proposition | The unique product benefit that the competition can not claim. | Uniek verkoop plan |
| Violation of privacy | Disturbance or disrespect of somebody’s privacy. | Schending van de persoonlijke levenssfeer |
| Viral Marketing | A marketing technique whereby Web site visitors or e-mail recipients are encourage to pass along the company’s marketing message to friends, colleagues and/or family, thereby creating exponential growth in the message’s reach. | Doorgeven van reclame via klanten zelf (per e-mail of mond tot mond reclame) |
| Vision | A guiding theme that articulates the nature of the business and its intentions for the future, based upon how management believes the environment will unfold. A vision is informed, share, competitive and enabling. | Visie |
| White Space | Blank area on a page. (Despite the name, it may be a solid color rather than white.) | Witte ruimte |
| Word of mouth advertising | Advertising that occurs when people share information about products or promotions with friends. | Mond-tot-mond reclame |
Word list of RMC202A1
Article version 2 of Janoeke P.
User-generated content on O’NeillTV
By Janoeke P.
In former times it was hard to enter in the media world. Professionals who were working for a media company produced the media content. Otherwise you could not get your stuff out there. Nowadays it is much easier to publish because of user-generated content. User-generated content is an input from a non-professional user to the content of an online medium. Examples of user-generated contents are photo’s, video’s, reviews or weblogs. Now O’NeillTV (www.oneilltv.com) offers the possibility for user-generated content.
Different types
There are several types of user-generated content. In this article I will explain four of them. The first type is a weblog. A weblog is a kind of logbook with information which the writer wants to share with his audience. Next there are discussion boards: that are Internet forums for discussions and posting user-generated content. The third type of user-generated content is a social networking site. On that kind of sites people have the possibility to interact and share interests and activities. The fourth type is a customer review site. That is a website on which people can post reviews about products or services.
The advantages and disadvantages
The control that brands have over traditional media is not available online. No matter what safeguards social networking sites try to introduce. They can’t control next to which their ads appear. This is a risk of user-generated content for online advertisers. An other problem is that most of the content isn’t that good, it’s not a professional content. In most cases the difference between professional content en user-generated content is easy to notice. But as a social phenomenon user-generated content will have an important place. Nowadays ‘user-generated content’ is an important term. It also became interesting to commerce. This fact has to do with the technical progress of the modern world. It takes less time to upload and download high quantity of data. Also the internet has rather developed. Because of these advantages O’Neill decide to insert user-generated content.
O’Neill and user-generated content
O’Neill wants to apply user-generated content. The company wants more with their medium O’NeillTV. So far there is the possibility to watch video’s at the website. O’Neill makes O’NeillTV more attractive by giving the visitors the possibility to upload their own surf- and snowboard video’s. They can download the O’NeillTV video’s to add them as a gadget on their site or weblog. I think this is a good option for O’Neill to make O’NeillTV a more interactive and popular site.
Advertorial & Slogan v1
(advertorial)
All you need is…
Sun, Beach and Something to wear!
Imagine, you wake up. You open your eye’s and see it’s a beautiful day. The sun is shining and the radio says: ‘the waves looks promising today’. It takes a split second for you to respond. Go down stairs to call some friends, make some sandwiches, pack your rucksack and choose witch Badin suit you shout ware…. For most girls that last part is a big problem. What should I be wearing? But now, O’Neill launched the new spring/summer collection 2008. The collection is inspired by living the outdoor life and you can expect a lot of bright colours.
Why O’Neill?
The new ladies summer collection is filled up with nice tops, dresses, accessories, bottoms, footwear and swimwear. As told before O’Neill wants to make board sports as comfortable as possible for everyone. But this collection isn’t only wearable during sports, you can also wear it at your work, to a party night out or when you are just relaxing with some friends. The variety of the collection is huge. Are you looking for a bikini, a board short, a normal short, sandals or flip-flips we have it all. There are even jeans in the collection.But why should you wear it? Well, O’Neill stands for the natural beauty who doesn’t need a lot to make her beautiful. Only O’Neill is what she needs. By wearing the new outfits you can express your owns sense of style and it will make you stand out of the crowd. The summer is the time of the year for sunbathing, visiting beach party’s and for showing yourself. Interested in a nice and sportive outfit for the summer? Check the O’Neill summer collection of 2008! The collection is filled by 1000 unique items: tops, dresses, accessories, bottoms, footwear and swimwear. The collection is created for you. Not only for the girl who surfs or sports very often. Also for the girl who just wants a nice summer look. When you are wearing clothes of O’Neill you will get a comfortable and good feeling about your appearance. You don’t need a lot of make-up, jewels or accessories to make you beautiful. Only O’Neill is enough!
Where to buy
Alright now does everyone know why they should have to buy the O’Neill summer collection. But you don’t know where to buy the summer collection. There are several ways to buy your clothes. You can buy them in the O’Neill stores in Amsterdam or Almere. A smaller collection is also available in the regular stores in larger cities. To find your nearest O’Neill store, you can use the shop locator on the O’Neill webpage: www.oneill.com. For people who don’t like to go shopping is there the O’Neill webshop where you can buy your clothes 24 hours a day 7 days a weak behind your computer screen.
Weblog Advertorial Peer Review Form A – First Review
Writer’s Name J de Groot
Assessor’s name M. Glas, J. Pauw, C. Keers
Date 14-10-2007
Rating Scale: 1 = Yes 2 = Somewhat 3 = NoRate the advertorial by giving a 1, 2 or 3 for each question. Read the advertorialonce to get a general idea of what it is about, then read it a second time to rate it.
1. Is the title original and appropriate? 1
2. Is the introduction complete? 1
3. Is the body of your advertorial complete? 3
4. Is the conclusion well-developed? 3
5. Is the advertorial well-organized overall? 2
6. Is the advertorial interesting to read? 2
7. Has the writer plagiarised material? 3
8. Is it clear what the product is? 1
9. Is there a clear story? 2
10. Is there a clear relationship between the story and the product? 2
Finally, read the advertorial a third time and check it for spelling, grammar and punctuation.Mark any corrections on the advertorial itself then complete the rest of the form.
Name three things you like about the advertorial
.- Starts fresh
Name three things the writer should improve
- Needs a lot more structure
- Needs more words, to comply to the rules for the article given by mister Adams
Does the advertorial sell the product? Why?
Not really, it needs a bit more bite… It’s not a very attractive text. A lot more structure and a little humour should do the job…
Is the advertorial written for the specified O’Neill target group?
Yes, but there’s a lot of rewriting to do, before this texts is successful for our target group
Slogan
A slogan forms the title of publicity, so it’s important that the slogan appeals to people. We have chosen for the slogan ‘Only O’Neill’. We think this is a good slogan, because it’s short, strong and clear. ‘Only O’Neill’ stands for: you only need clothes of O’Neill to make you beautiful. When you are wearing O’Neill you will get a comfortable and good feeling about your appearance. You don’t need a lot of make-up, jewels or accessories for a beautiful look. Only O’Neill is enough!
Minutes peer review
Minutes peer review form
Assessed group’s name: CV202A1
Assessor group’s name: CV202A2
Date: 01-10-2007
Rating Scale: 1 = Yes 2 = No
Read the minutes of your meeting written by your assessor group. Answer the following questions. It is important that all members of the assessor group agree on what is written on this form.
1. Is there a title? 1
2. Are the date, time and place written down? 2
3. Are the minutes structured according to the agenda? 1
4. Are all the points discussed mentioned? 2
5. Are the minutes easy to understand? 1
6. Are the minutes written in the correct tenses? 1
Read the minutes again and check them for spelling, grammar and punctuation as a group. Check them sentence for sentence making sure that each group member gives their opinion about each sentence. Mark any corrections on the minutes themselves and then answer these questions.
Name three things you like about the minutes.
- Spelling.
- They need to cover the essences of the meeting.
- They forgot to mention the announcements.
Name three things the writers should improve.
- Spelling.
- They need to cover the essences of the meeting.
- They forgot to mention the announcements.
Peer review of article 1 by Janoeke P.
Weblog Article Peer Review Form A – First Review
Writer’s Name: Janoeke P.
Assessor’s name: Carmen K.
Date: 1 October 2007
Rating Scale: 1 = Yes 2 = Somewhat 3 = No
Rate the article by giving a 1, 2 or 3 for each question. Read the article once to get a general idea of what it is about, then read it a second time to rate it.
1. Is the topic interesting? 1
2. Is the title original and appropriate? 1
3. Is the introduction complete? 1
4. Is the body of the article complete? 1
5. Is the conclusion well-developed? 1
6. Is the article well-organized overall? 1
7. Is the article easy to understand? 1
8. Is the article interesting to read? 1
9. Has the writer plagiarised material? 3
Finally, read the article a third time and check it for spelling, grammar andpunctuation. Mark any corrections on the article itself then complete the rest of the form.
Name three things you like about the article.
- It’s written very clear.
- The content is well-organized.
- I like the conclusion for O’Neill.
Name three things the writer should improve.
- I think some words are used wrong. Like ‘entry’ , shouldn’t be ‘enter’?
- ?
- ?
What is the gist of the article?
User-generated content is an non-professional input to the content of an online medium.There are several types of it and has it’s advantages en disadvantages.
Do you think this article is good enough to pass the course? Explain your answer.
Yes, I think it is good enough. It is written very clear and the content is interesting.
Article version 1 of Janoeke P.
User-generated content on O’NeillTV
By Janoeke P.
In former times it was hard to entry in the media world. Professionals who were working for a media company produced the media content. Otherwise you could not get your stuff out there. Nowadays it is much easier to publish because of user-generated content. User-generated content is an input from a non-professional user to the content of an online medium. Examples of user-generated contents are photo’s, video’s, reviews or weblogs. Now O’NeillTV (www.oneilltv.com) offers the possibility for user-generated content.
Different types
There are several types of user-generated content. In this article I will explain four of them. The first type is a weblog. A weblog is a kind of logbook with information which the writer wants to share with his audience. Next there are discussion boards: that are Internet forums for discussions and posting user-generated content. The third type of user-generated content is a social networking site. On that kind of sites people have the possibility to interact and share interests and activities. The fourth type is a customer review site. That is a website on which people can post reviews about products or services.
The advantages and disadvantages
The control that brands have over traditional media is not available online. No matter what safeguards social networking sites try to introduce. They can’t control next to which their ads appear. This is a risk of user-generated content for online advertisers. An other problem is that most of the content isn’t that good, it’s not a professional content. In most cases the difference between professional content en user-generated content is easy to notice. But as a social phenomenon user-generated content will have an important place. Nowadays ‘user-generated content’ is an important term. It also became interesting to commerce. This fact has to do with the technical progress of the modern world. It takes less time to upload and download high quantity of data. Also the internet has rather developed.
O’Neill and user-generated content
O’Neill wants to apply user-generated content. The company wants more with their medium O’NeillTV. So far there is the possibility to watch video’s at the website. O’Neill makes O’NeillTV more attractive by giving the visitors the possibility to upload their own surf- and snowboard video’s. They can download the O’NeillTV video’s to add them as a gadget on their site or weblog. I think this is a good option for O’Neill to make O’NeillTV a more interactive and popular site.
Peer review of article 1 by Marco. G
Weblog Article Peer Review Form A – First Review
Writer’s Name M.Glas
Assessor’s name J. de Groot
Date 25-9-2007
Rating Scale: 1 = Yes 2 = Somewhat 3 = No
Rate the article by giving a 1, 2 or 3 for each question. Read the article once to get
a general idea of what it is about, then read it a second time to rate it.
1. Is the topic interesting? 1
2. Is the title original and appropriate? 2
3. Is the introduction complete?1
4. Is the body of the article complete? 1
5. Is the conclusion well-developed?1
6. Is the article well-organized overall? 1
7. Is the article easy to understand? 1
8. Is the article interesting to read?1
9. Has the writer plagiarised material?3
Finally, read the article a third time and check it for spelling, grammar and
punctuation. Mark any corrections on the article itself then complete the rest of
the form.
Name three things you like about the article.
-Nice lay-out clear structure.
-You explane the plan clear.
-it’s funny how you end your blog.
Name three things the writer should improve.
-Choose another original title.
What is the gist of the article?-Mobile marketing is available on lot’s of cell phones and it’s a good way to reach your clients
Do you think this article is good enough to pass the course? Explain your answer.
-Yes, I think it’s clear and wellstructured. Maybe the only thing you need to change is the title of the blog
J de Groot ART 1 V1 Behavioral Targeting
Behavioral Targeting
By J de Groot.
Behavioral Targeting (BT) is an innovative way of getting in contact with potential buyers. The principal of BT is that the potential buyer is monitored in his search behavioral. The principal is simple, monitor the Internet user how’s hungry for information. Find out what he is looking for, find out his weakness, and then when he’s least expect it… confront him with an effective pop-up. Imagine, you desperately need a new surf short. You use the Google search engine. You type in surf short and the quest for a new surf short is on. After a dozen of site’s and collections you find the one-out-a-million surf short. But the next time you open your Internet explorer a pop-up will shown about the new collection of O’Neill’s beach-ware. How come? This is a typical example of behavioral targeting. The Internet users are segmented in ‘interest groups’. In other words they know what you like… And the make profit out of that knowledge. And we the ‘poor sheep’s’ are buying it…
Using BT technology
Study’s shown that behavioral targeting is a very effective way of communicating with potential customers. It’s saving money in research, and effort in reaching clients how are not even interested in the product. The most important reason companies a using the BT technology is that is a very cheap 24/7 advertising campaign.
For each business a different costumers approach.
There are several types of BT. So if you are in banking or you sell shoe’s there’s always a BT solution for your business. The first most common type is based on the amount of search hits of a particular type of website or web-page. For example if you are visiting the sites of O’Neill, quicksilver or Billa Bong you would be placed in the ‘surf orientated-segment’. This information is stored on your own computer in cookie-files. The next time you open a site as ebay.com the banners and pop-up will be about surf stuff. The second type of BT is based on the ‘top five keywords’ of an article the user is reading. Every website or web-page contains keywords. Those word help the search engine find them. If you are publishing a site about beachwear, effective keywords would be ‘swimsuit’, ‘surf’ and ‘beachwear’. A search engine like Google will read these words and compare them with the searchers request. Based on the similarity of the keywords and requested information, the search engine is ranking the sites in order of relevance. When you visited the site the BT technology is reading the top five key words. Based on the words the visitor is placed in a segment. And the rest is the same. The third and latest type of BT is based on the visitors on your site. When you visited a site a site you are placed immediately in an interest segment. This can only work with sites which are build for the BT technology.
Now you know….
You see there’s a lot cooing on in the advertising world of Internet. But don’t feel assaulted in your privacy, but make your own profit out of this. After all what’s better than the bargains are coming to you, instead of hours looking for it.
Weblog Article Peer Review Form A – First Review
Writer’s Name J. de Groot
Assessor’s name M. Glas
Date 14-10-2007
Rating Scale: 1 = Yes 2 = Somewhat 3 = No
Rate the article by giving a 1, 2 or 3 for each question. Read the article once to get
a general idea of what it is about, then read it a second time to rate it.
1. Is the topic interesting? 1
2. Is the title original and appropriate? 3
3. Is the introduction complete? 1
4. Is the body of the article complete? 1
5. Is the conclusion well-developed? 1
6. Is the article well-organized overall? 1
7. Is the article easy to understand? 1
8. Is the article interesting to read? 1
9. Has the writer plagiarised material? 3
Finally, read the article a third time and check it for spelling, grammar and
punctuation. Mark any corrections on the article itself then complete the rest of
the form.
Name three things you like about the article.
-easy to read.
-well organized.
-interesting stuff to read about.
Name three things the writer should improve.
- Change the title to something more inviting
- Sometimes your’re using words which are not appropriate in the sentence
- Check the spelling
What is the gist of the article?
BT is an effective and cheap solution for a 24/7 directmarketingcampian
Do you think this article is good enough to pass the course? Explain your answer.
-Yes, because it’s useful in our O’Neill project
Article version 1 of Marco G.
O’Neill goes mobile
The marketing for mobile phones is growing. More and more content is available on the mobile platform. Since almost every modern mobile phone is capable to run applications, movies, and games, it’s becoming very attractive for the business market to advertise on this media.
Let’s come up with the idea right away. The O’Neill TV clips which are located on their website right now are not very popular under the target group women (ages 17-20). However the core group (die-hard surfers) are familiar with the video content on the website, so that should be no problem. Since it’s our mission to attract the target group of women as I describes above, we came up with an idea for mobile video distribution.
The idea
The situation right now is that you can watch O’Neill videos on the website. These videos contains images of the coolest O’Neill surfers from the O’Neill surf and snowboard team. And are very popular under the website visitors of O’Neill.com. But for us it’s not enough. We want to reach a larger group, The women group. The way we want to realise this is to distribute the video’s on the mobile phone platform so you can easily watch them on your mobile phone.
Ok, But how does it work?
It’s very simple. We want to add an extra button next to the television window on the website where you can watch the internet clip. The extra button is called “Send To Phone”. When you hit this button. You will be automatically re-directed to a form where you can fill in your mobile phone number. When your number has been sent over to O’Neill, You’ll get an MMS message on your phone (Note: Your phone must support MMS, the multimedia alternative for SMS) with the video you saw in the television window on the O’Neill website. It’s up to you to share the video with your friends by Bluetooth. I personally hope the O’Neill video clips are going to be virals.
Other distribution ways.
After research we’ve found out that Youtube.com videos are very popular under the women target group. They add them as a gadget on their Hyves profile, or to use them on their weblog. I guess it’s a logical option to also release these O’Neill TV clips on youtube.com to reach more people. The benefit is that people get to know the brand O’Neill by this way.
That’s about it for this week. You’ll be the first to know if there are changes in the O’neill development.
M. Glas
