Communicatie

Endorsed brands

A brand structure where individual products have their own brand name, supported by a visible parent brand.

Branded house

A brand structure where a single overarching parent brand is used for all products and services.

House of brands

A brand structure where products are sold under different, standalone brand names without the parent brand being prominently featured.

Values

Fundamental beliefs and principles that describe what an organization stands for and its driving forces.

Rituals

Fixed traditions, habits, and ceremonies within the culture of an organization.

Heroes

Individuals within an organization who are seen as the ideal example due to their performance or behavior.

ZBMO model

A communication model representing Sender, Message, Medium, Receiver.

Model

A simplified representation of reality used to analyze processes or structures.

Medium

The communication channel or means (such as television, internet, or print) through which a message is conveyed.

Market

The total of current and potential demanders and suppliers of a specific product or service.

Affiliate marketing

A form of marketing in which a company pays external partners (websites or influencers) for referring customers through links or banners.

Content marketing

The creation and distribution of valuable, relevant information to attract and engage a specific audience.

Influencer marketing

Utilizing individuals with online influence and a large reach to promote products or brands.

Search engine advertising

Paid placement of advertisements within the results pages of search engines.

Awareness

The first phase of the customer journey where a consumer becomes aware of a need or problem.

Consideration

The phase of the customer journey where the consumer compares different options, specifications, and reviews.

Usage

The phase in which the customer actually possesses and uses the product after purchase.

Loyalty

The phase where a satisfied customer makes repeat purchases and recommends the brand to others.

Bounce rate

The percentage of sent emails that do not reach the recipient (or the percentage of website visitors who leave immediately after entering the site).

Click-through rate

The percentage of recipients who actually click on a link in an email or advertisement.

Opt-out rate

The percentage of recipients who unsubscribe or opt out of an email list or newsletter.

Advertorial

An advertisement designed to resemble an editorial article or independent report.

Embedded marketing

The subtle integration of a brand or product into existing content, such as a film or series, for payment (product placement).

Non-branded content

Media content that does not prominently feature any specific brand or commercial product.

CPM (Cost Per Mille)

A payment model where the advertiser pays a fixed amount per thousand impressions of an advertisement.

CPL (Cost Per Lead)

A payment model where the advertiser pays for each generated potential customer (lead), e.g., via sign-up.

CPO (Cost Per Order)

A payment model where costs are calculated based on the number of incoming orders.

CPA (Cost Per Action)

An online payment model where the advertiser pays for each specific action, such as a completed purchase.

CPC (Cost Per Click)

A payment model where the advertiser pays for each click on their advertisement, regardless of whether a purchase or conversion occurs.