{"id":825,"date":"2007-01-30T17:10:01","date_gmt":"2007-01-31T00:10:01","guid":{"rendered":"http:\/\/www.marketing-podcast-nl.com\/2007\/01\/31\/sophie_croonen\/"},"modified":"2007-01-30T17:10:01","modified_gmt":"2007-01-31T00:10:01","slug":"sophie_croonen","status":"publish","type":"post","link":"https:\/\/www.jimstolze.nl\/weblog\/2007\/01\/30\/sophie_croonen\/","title":{"rendered":"Show #11 &#8220;Adverteerders hebben online koudwatervrees&#8221;"},"content":{"rendered":"<p><img decoding=\"async\" id=\"image44\" align=\"right\" vspace=\"4\"  hspace=\"16\" src=\"http:\/\/www.marketing-podcast-nl.com\/wp-content\/uploads\/2007\/01\/sophie.jpg\" alt=\"sophie croonen\" \/>&#8220;Waarom staan veel adverteerders nog terughoudend tegenover online adverteren?&#8221;, het is een kernvraag die steeds terug blijft komen in gesprekken over de inzet van nieuwe media.<\/p>\n<p>Vaak antwoorden we dan op basis van visie, of trends of buikgevoel. Maar nu is er eindelijk ook wetenschappelijk onderzoek naar gedaan. Ik had de eer om aanwezig te zijn bij de presentatie van  <em>Mind the gap \u2013 Media consumption &#038; advertising in the online era<\/em>, de afstudeerscriptie van Sophie Croonen.<\/p>\n<p>In het gesprek dat ik met haar voerde na deze presentatie kwamen de volgende verklaringen voor het achterblijven van de online mediabestedingen aan de orde:<\/p>\n<ul>\n<li>risico aversie  (adverteerders: never change a winning team)<\/li>\n<li>kennis achterstand (angst voor het onbekende)<\/li>\n<li>imago probleem  (als je op tv bent, hoor je erg echt bij)<\/li>\n<li>onzekerheid over de effectiviteit (roep om universeel meetmodel)<\/li>\n<\/ul>\n<p>Voor haar afstudeeronderzoek sprak zij onder meer met Bert Kamp (Rabobank), Nathalie Peters (Initiative), Bart van der Gaag (BVA), Peter Wiegman (Medialoket) en Marion Kuiper (ilse media) over de volgende stellingen:<\/p>\n<ul>\n<li>Is online geschikt voor alle communicatie doeleinden<\/li>\n<li>Is er toekomst voor de mediabureaus<\/li>\n<li>Welk merk is het meest innovatief<\/li>\n<li>Het sluiten van het gat tussen mediaconsumptie en bestedingen is een utopie<\/li>\n<\/ul>\n<p>Verplichte lees\/luisterkost voor iedereen die serieus bezig is met online advertising!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>&#8220;Waarom staan veel adverteerders nog terughoudend tegenover online adverteren?&#8221;, het is een kernvraag die steeds terug blijft komen in gesprekken over de inzet van nieuwe media. Vaak antwoorden we dan op basis van visie, of trends of buikgevoel. Maar nu is er eindelijk ook wetenschappelijk onderzoek naar gedaan. Ik had de eer om aanwezig te zijn bij de presentatie van Mind the gap \u2013<\/p>\n<p class=\"link-more\"><a class=\"more-link\" href=\"https:\/\/www.jimstolze.nl\/weblog\/2007\/01\/30\/sophie_croonen\/\">Read More <span class=\"screen-reader-text\">Show #11 &#8220;Adverteerders hebben online koudwatervrees&#8221;<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[148,144,150],"tags":[174],"class_list":["post-825","post","type-post","status-publish","format-standard","hentry","category-interviews","category-shows","category-reclame","tag-webvertising","thumb-large"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Show #11 &#8220;Adverteerders hebben online koudwatervrees&#8221; - Jim Stolze<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.jimstolze.nl\/weblog\/2007\/01\/30\/sophie_croonen\/\" \/>\n<meta property=\"og:locale\" content=\"nl_NL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Show #11 &#8220;Adverteerders hebben online koudwatervrees&#8221; - Jim Stolze\" \/>\n<meta property=\"og:description\" content=\"&#8220;Waarom staan veel adverteerders nog terughoudend tegenover online adverteren?&#8221;, het is een kernvraag die steeds terug blijft komen in gesprekken over de inzet van nieuwe media. Vaak antwoorden we dan op basis van visie, of trends of buikgevoel. Maar nu is er eindelijk ook wetenschappelijk onderzoek naar gedaan. 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