{"id":924,"date":"2016-07-14T15:14:27","date_gmt":"2016-07-14T14:14:27","guid":{"rendered":"http:\/\/www.magazinemedia.be\/la-tv-et-les-magazines-sont-peut-etre-bien-les-medias-publicitaires-par-excellence\/"},"modified":"2016-07-12T16:53:03","modified_gmt":"2016-07-12T15:53:03","slug":"la-tv-et-les-magazines-sont-peut-etre-bien-les-medias-publicitaires-par-excellence","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/la-tv-et-les-magazines-sont-peut-etre-bien-les-medias-publicitaires-par-excellence\/","title":{"rendered":"\u00a0\u00bb La TV et les magazines sont peut-\u00eatre bien les m\u00e9dias publicitaires par excellence \u00ab\u00a0"},"content":{"rendered":"<p>Cette conclusion remarquable nous vient de Bernard Cools, Deputy General Manager chez Space Belgium. Pour y arriver, il s&rsquo;est bas\u00e9 sur la nouvelle \u00e9tude maison Pulsar 2.a.\u00a0Sanoma a engag\u00e9 la discussion avec Bernard Cools et en a fait la vid\u00e9o suivante, qui rend les choses beaucoup plus claires\u00a0:<\/p>\n<p><iframe src=\"https:\/\/www.youtube.com\/embed\/kGoYA3e4vS4\" width=\"560\" height=\"315\" frameborder=\"0\"><\/iframe><\/p>\n<p class=\"MsoNormal\">Pulsar 2.a, avec laquelle Space a remport\u00e9 un <a href=\"http:\/\/www.magazinemedia.be\/fr\/who-won-fipp-insight-awards-2015\" target=\"_blank\">Silver FIPP Insight Award<\/a>, se penche davantage sur les touchpoints et leurs objectifs. En outre, on a ajout\u00e9 \u00e0\u00a0 l&rsquo;\u00e9tude la dimension d&rsquo;attention pour la publicit\u00e9.<\/p>\n<p class=\"MsoNormal\">Comme le laissait d\u00e9j\u00e0\u00a0 appara\u00eetre la pr\u00e9c\u00e9dente version de Pulsar, les annonces magazine se pr\u00eatent exceptionnellement bien \u00e0\u00a0 la cr\u00e9ation de notori\u00e9t\u00e9 pour de nouveaux produits ou services. En outre, ils augmentent l&rsquo;engagement envers les marques\u00a0: ils ont un effet positif sur l&rsquo;\u00e9valuation de marque par le consommateur et sont \u00e0\u00a0 m\u00eame de cr\u00e9er une ouverture mentale vis-\u00e0\u00a0-vis d&rsquo;une marque.<\/p>\n<p class=\"MsoNormal\">Dans les magazines, tant les contenus r\u00e9dactionnels que \u00a0\u00bb brand\u00e9s \u00a0\u00bb engendrent un engagement plus important envers les marques. Plus que tout autre touchpoint, le contenu de marque peut aussi g\u00e9n\u00e9rer une interaction directe entre la marque et les consommateurs.<\/p>\n<p class=\"MsoNormal\">Dans la vid\u00e9o, Cools souligne qu&rsquo;aux yeux des consommateurs, les publicit\u00e9s TV et magazine sont particuli\u00e8rement proches, tant au niveau du taux d&rsquo;attention que des objectifs. Les deux modes publicitaires sont capables de renforcer une image de marque, de susciter des \u00e9motions et d&rsquo;augmenter la propension du consommateur \u00e0\u00a0 vouloir conna\u00eetre la marque. Il rel\u00e8ve ensuite que les investissements m\u00e9dia en Belgique et en Europe \u00a0\u00bb avec des budgets TV en hausse et des investissements magazine en baisse \u00a0\u00bb s&rsquo;opposent \u00e0\u00a0 ces conclusions de Pulsar 2.a.<\/p>\n<p class=\"MsoNormal\">Source\u00a0: <a href=\"http:\/\/advertising.sanoma.be\/fr\/insights\/pulsar-2a-lefficacite-publicitaire-mise-nu\" target=\"_blank\">Sanoma Belgium<br \/>\n<\/a><br \/>\n<iframe style=\"border: 1px solid #CCC; border-width: 1px; margin-bottom: 5px; max-width: 100%;\" src=\"\/\/www.slideshare.net\/slideshow\/embed_code\/key\/FSIX4fmOKydck9\" width=\"595\" height=\"485\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"> <\/iframe><\/p>\n<div style=\"margin-bottom: 5px;\"><strong> <a title=\"Space studie magazinemedia \" href=\"\/\/www.slideshare.net\/magazinemediaBE\/space-studie-magazinemedia\" target=\"_blank\">Space studie magazinemedia <\/a> <\/strong> from <strong><a href=\"\/\/www.slideshare.net\/magazinemediaBE\" target=\"_blank\">magazinemediaBE<\/a><\/strong><\/div>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Cette conclusion remarquable nous vient de Bernard Cools, Deputy General Manager chez Space Belgium. Pour y arriver, il s&rsquo;est bas\u00e9 sur la nouvelle \u00e9tude maison Pulsar 2.a.\u00a0Sanoma a engag\u00e9 la discussion avec Bernard Cools et en a fait la vid\u00e9o suivante, qui rend les choses beaucoup plus claires\u00a0: Pulsar 2.a,&#8230;<\/p>\n","protected":false},"author":1,"featured_media":9121,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[739],"tags":[],"class_list":["post-924","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-research"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.12 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Pulsar 2.a: les publicit\u00e9s TV et magazine sont tr\u00e9s proches<\/title>\n<meta name=\"description\" content=\"Pulsar 2.a, avec laquelle Space a remport\u00e9 un Silver FIPP Insight Award, se penche davantage sur les touchpoints et leurs objectifs.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/la-tv-et-les-magazines-sont-peut-etre-bien-les-medias-publicitaires-par-excellence\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Pulsar 2.a: les publicit\u00e9s TV et magazine sont tr\u00e9s proches\" \/>\n<meta property=\"og:description\" content=\"Pulsar 2.a, avec laquelle Space a remport\u00e9 un Silver FIPP Insight Award, se penche davantage sur les touchpoints et leurs objectifs.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/la-tv-et-les-magazines-sont-peut-etre-bien-les-medias-publicitaires-par-excellence\/\" \/>\n<meta property=\"og:site_name\" content=\"WE MEDIA Magazine Media\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/wemediabe\/\" \/>\n<meta property=\"article:published_time\" content=\"2016-07-14T14:14:27+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2016-07-12T15:53:03+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2016\/07\/Pulsar-thumbnail.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"1080\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"@nick\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"@nick\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture est.\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/la-tv-et-les-magazines-sont-peut-etre-bien-les-medias-publicitaires-par-excellence\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/la-tv-et-les-magazines-sont-peut-etre-bien-les-medias-publicitaires-par-excellence\/\"},\"author\":{\"name\":\"@nick\",\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/#\/schema\/person\/da7a8bb349cbdf9b2721c15afd6f6cde\"},\"headline\":\"\u00a0\u00bb La TV et les magazines sont peut-\u00eatre bien les m\u00e9dias publicitaires par excellence \u00ab\u00a0\",\"datePublished\":\"2016-07-14T14:14:27+00:00\",\"dateModified\":\"2016-07-12T15:53:03+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/la-tv-et-les-magazines-sont-peut-etre-bien-les-medias-publicitaires-par-excellence\/\"},\"wordCount\":315,\"publisher\":{\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/#organization\"},\"articleSection\":[\"Research\"],\"inLanguage\":\"fr-BE\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/la-tv-et-les-magazines-sont-peut-etre-bien-les-medias-publicitaires-par-excellence\/\",\"url\":\"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/la-tv-et-les-magazines-sont-peut-etre-bien-les-medias-publicitaires-par-excellence\/\",\"name\":\"Pulsar 2.a: les publicit\u00e9s TV et magazine sont tr\u00e9s proches\",\"isPartOf\":{\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/#website\"},\"datePublished\":\"2016-07-14T14:14:27+00:00\",\"dateModified\":\"2016-07-12T15:53:03+00:00\",\"description\":\"Pulsar 2.a, avec laquelle Space a remport\u00e9 un Silver FIPP Insight Award, se penche davantage sur les touchpoints et leurs objectifs.\",\"breadcrumb\":{\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/la-tv-et-les-magazines-sont-peut-etre-bien-les-medias-publicitaires-par-excellence\/#breadcrumb\"},\"inLanguage\":\"fr-BE\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/la-tv-et-les-magazines-sont-peut-etre-bien-les-medias-publicitaires-par-excellence\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/la-tv-et-les-magazines-sont-peut-etre-bien-les-medias-publicitaires-par-excellence\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/wemedia.be\/magazinemedia\/fr\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"&#8221; La TV et les magazines sont peut-\u00eatre bien les m\u00e9dias publicitaires par excellence &#8220;\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/#website\",\"url\":\"https:\/\/wemedia.be\/magazinemedia\/\",\"name\":\"WE MEDIA Magazine Media\",\"description\":\"Meet, act, inspire\",\"publisher\":{\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/#organization\"},\"alternateName\":\"WM Magazine Media\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/wemedia.be\/magazinemedia\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"fr-BE\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/#organization\",\"name\":\"WE MEDIA Magazine Media\",\"alternateName\":\"WM Magazine Media\",\"url\":\"https:\/\/wemedia.be\/magazinemedia\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-BE\",\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2023\/02\/mm-logo.svg\",\"contentUrl\":\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2023\/02\/mm-logo.svg\",\"caption\":\"WE MEDIA Magazine Media\"},\"image\":{\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/www.facebook.com\/wemediabe\/\",\"https:\/\/www.linkedin.com\/company\/we-media-belgium\/?originalSubdomain=be\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/#\/schema\/person\/da7a8bb349cbdf9b2721c15afd6f6cde\",\"name\":\"@nick\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Pulsar 2.a: les publicit\u00e9s TV et magazine sont tr\u00e9s proches","description":"Pulsar 2.a, avec laquelle Space a remport\u00e9 un Silver FIPP Insight Award, se penche davantage sur les touchpoints et leurs objectifs.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/la-tv-et-les-magazines-sont-peut-etre-bien-les-medias-publicitaires-par-excellence\/","og_locale":"fr_FR","og_type":"article","og_title":"Pulsar 2.a: les publicit\u00e9s TV et magazine sont tr\u00e9s proches","og_description":"Pulsar 2.a, avec laquelle Space a remport\u00e9 un Silver FIPP Insight Award, se penche davantage sur les touchpoints et leurs objectifs.","og_url":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/la-tv-et-les-magazines-sont-peut-etre-bien-les-medias-publicitaires-par-excellence\/","og_site_name":"WE MEDIA Magazine Media","article_publisher":"https:\/\/www.facebook.com\/wemediabe\/","article_published_time":"2016-07-14T14:14:27+00:00","article_modified_time":"2016-07-12T15:53:03+00:00","og_image":[{"width":1920,"height":1080,"url":"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2016\/07\/Pulsar-thumbnail.jpg","type":"image\/jpeg"}],"author":"@nick","twitter_card":"summary_large_image","twitter_misc":{"\u00c9crit par":"@nick","Dur\u00e9e de lecture est.":"1 minute"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/la-tv-et-les-magazines-sont-peut-etre-bien-les-medias-publicitaires-par-excellence\/#article","isPartOf":{"@id":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/la-tv-et-les-magazines-sont-peut-etre-bien-les-medias-publicitaires-par-excellence\/"},"author":{"name":"@nick","@id":"https:\/\/wemedia.be\/magazinemedia\/#\/schema\/person\/da7a8bb349cbdf9b2721c15afd6f6cde"},"headline":"\u00a0\u00bb La TV et les magazines sont peut-\u00eatre bien les m\u00e9dias publicitaires par excellence \u00ab\u00a0","datePublished":"2016-07-14T14:14:27+00:00","dateModified":"2016-07-12T15:53:03+00:00","mainEntityOfPage":{"@id":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/la-tv-et-les-magazines-sont-peut-etre-bien-les-medias-publicitaires-par-excellence\/"},"wordCount":315,"publisher":{"@id":"https:\/\/wemedia.be\/magazinemedia\/#organization"},"articleSection":["Research"],"inLanguage":"fr-BE"},{"@type":"WebPage","@id":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/la-tv-et-les-magazines-sont-peut-etre-bien-les-medias-publicitaires-par-excellence\/","url":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/la-tv-et-les-magazines-sont-peut-etre-bien-les-medias-publicitaires-par-excellence\/","name":"Pulsar 2.a: les publicit\u00e9s TV et magazine sont tr\u00e9s proches","isPartOf":{"@id":"https:\/\/wemedia.be\/magazinemedia\/#website"},"datePublished":"2016-07-14T14:14:27+00:00","dateModified":"2016-07-12T15:53:03+00:00","description":"Pulsar 2.a, avec laquelle Space a remport\u00e9 un Silver FIPP Insight Award, se penche davantage sur les touchpoints et leurs objectifs.","breadcrumb":{"@id":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/la-tv-et-les-magazines-sont-peut-etre-bien-les-medias-publicitaires-par-excellence\/#breadcrumb"},"inLanguage":"fr-BE","potentialAction":[{"@type":"ReadAction","target":["https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/la-tv-et-les-magazines-sont-peut-etre-bien-les-medias-publicitaires-par-excellence\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/la-tv-et-les-magazines-sont-peut-etre-bien-les-medias-publicitaires-par-excellence\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/wemedia.be\/magazinemedia\/fr\/"},{"@type":"ListItem","position":2,"name":"&#8221; La TV et les magazines sont peut-\u00eatre bien les m\u00e9dias publicitaires par excellence &#8220;"}]},{"@type":"WebSite","@id":"https:\/\/wemedia.be\/magazinemedia\/#website","url":"https:\/\/wemedia.be\/magazinemedia\/","name":"WE MEDIA Magazine Media","description":"Meet, act, inspire","publisher":{"@id":"https:\/\/wemedia.be\/magazinemedia\/#organization"},"alternateName":"WM Magazine Media","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/wemedia.be\/magazinemedia\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"fr-BE"},{"@type":"Organization","@id":"https:\/\/wemedia.be\/magazinemedia\/#organization","name":"WE MEDIA Magazine Media","alternateName":"WM Magazine Media","url":"https:\/\/wemedia.be\/magazinemedia\/","logo":{"@type":"ImageObject","inLanguage":"fr-BE","@id":"https:\/\/wemedia.be\/magazinemedia\/#\/schema\/logo\/image\/","url":"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2023\/02\/mm-logo.svg","contentUrl":"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2023\/02\/mm-logo.svg","caption":"WE MEDIA Magazine Media"},"image":{"@id":"https:\/\/wemedia.be\/magazinemedia\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/wemediabe\/","https:\/\/www.linkedin.com\/company\/we-media-belgium\/?originalSubdomain=be"]},{"@type":"Person","@id":"https:\/\/wemedia.be\/magazinemedia\/#\/schema\/person\/da7a8bb349cbdf9b2721c15afd6f6cde","name":"@nick"}]}},"_links":{"self":[{"href":"https:\/\/wemedia.be\/magazinemedia\/fr\/wp-json\/wp\/v2\/posts\/924","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/wemedia.be\/magazinemedia\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/wemedia.be\/magazinemedia\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/wemedia.be\/magazinemedia\/fr\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/wemedia.be\/magazinemedia\/fr\/wp-json\/wp\/v2\/comments?post=924"}],"version-history":[{"count":0,"href":"https:\/\/wemedia.be\/magazinemedia\/fr\/wp-json\/wp\/v2\/posts\/924\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/wemedia.be\/magazinemedia\/fr\/wp-json\/wp\/v2\/media\/9121"}],"wp:attachment":[{"href":"https:\/\/wemedia.be\/magazinemedia\/fr\/wp-json\/wp\/v2\/media?parent=924"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/wemedia.be\/magazinemedia\/fr\/wp-json\/wp\/v2\/categories?post=924"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/wemedia.be\/magazinemedia\/fr\/wp-json\/wp\/v2\/tags?post=924"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}