{"id":3178,"date":"2015-07-07T11:12:27","date_gmt":"2015-07-07T10:12:27","guid":{"rendered":"http:\/\/www.magazinemedia.be\/de-q-factor-de-kwaliteit-van-reclame-impact-gemeten\/"},"modified":"2015-07-15T10:22:43","modified_gmt":"2015-07-15T09:22:43","slug":"de-q-factor-de-kwaliteit-van-reclame-impact-gemeten","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/nieuws\/de-q-factor-de-kwaliteit-van-reclame-impact-gemeten\/","title":{"rendered":"De Q-factor, de kwaliteit van reclame-impact gemeten"},"content":{"rendered":"<p><span lang=\"NL-BE\">Niet alleen het aantal consumenten dat be\u00efnvloed wordt door reclame is belangrijk, vooral hoe ze be\u00efnvloed worden. Dat is het uitgangspunt van een studie van Cond\u00e9 Nast in Spanje. De magazine-uitgever kwam tot de Q-factor, die aangeeft wat de kwaliteit van reclame-impact is.<\/span><\/p>\n<p>&#8220;Wij proberen om te achterhalen hoe reclame consumenten be\u00efnvloed, niet hoeveel mensen bereikt of be\u00efnvloed worden. Ons doel is de kwaliteit van de reclame-impact van traditionele media te kwantificeren.&#8221; \u0080\u009dCond\u00e9 Nast in Spanje zette voor deze ambitieuze studie eerst een workshop om &#8216;kwaliteit&#8217; te defini\u00ebren. Vervolgens werd een online vragenlijst van dertig vragen voorgelegd aan 1500 consumenten. De Q-factor bestaat volgens de onderzoekers uit vier elementen, die elk een bepaald gewicht toegekend kregen:<\/p>\n<ul>\n<li>Kwaliteit van het medium (35 %)<\/li>\n<li>Inspiratie die het naar het publiek overbrengt (35 %)<\/li>\n<li>De autoriteit en expertise van het medium (15 %)<\/li>\n<li>Aankoopintentie (15 %)<\/li>\n<\/ul>\n<p>Op basis van deze gegevens bleek dat maar liefst 34% van de respondenten magazine media\u00a0als beste medium kiezen om een kwaliteitsvolle impact te genereren.<\/p>\n<p><a href=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/07\/grafiek-1_11.png\"><img decoding=\"async\" class=\"alignnone  wp-image-3188\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/07\/grafiek-1_11-300x136.png\" alt=\"grafiek 1_11\" width=\"459\" height=\"208\" srcset=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/07\/grafiek-1_11-300x136.png 300w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/07\/grafiek-1_11.png 480w\" sizes=\"(max-width: 459px) 100vw, 459px\" \/><\/a><\/p>\n<p>De uitgever focuste verder op de kwaliteit van de reclame-impact bij campagnes voor premium- en luxemerken. In dit segment is reclame immers nog belangrijker. Het is een sleutelelement van de merkbeleving. En dat blijkt ook uit de resultaten: bij premium of high-end campagnes besteden consumenten de meeste aandacht aan reclame in print en digitale magazines (41%). Daarenboven zijn magazine media ook nog eens het medium die het meest effectief tot aankopen motiveert (37%).<\/p>\n<p><a href=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/07\/grafiek-2_3.png\"><img decoding=\"async\" class=\"alignnone  wp-image-3189\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/07\/grafiek-2_3-300x111.png\" alt=\"grafiek 2_3\" width=\"451\" height=\"167\" srcset=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/07\/grafiek-2_3-300x111.png 300w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/07\/grafiek-2_3.png 480w\" sizes=\"(max-width: 451px) 100vw, 451px\" \/><\/a><\/p>\n<p>Opmerkelijke resultaten. Zo opmerkelijk dat de studie een Gold Award kreeg tijdens het FIPP Insights Forum 2015.<\/p>\n<p><a href=\"http:\/\/fipp.s3.amazonaws.com\/media\/documents\/Q%20Factor%20-%20Susana%20Ibanez.pdf\" target=\"_blank\">Meer info hier<\/a><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Niet alleen het aantal consumenten dat be\u00efnvloed wordt door reclame is belangrijk, vooral hoe ze be\u00efnvloed worden. Dat is het uitgangspunt van een studie van Cond\u00e9 Nast in Spanje. De magazine-uitgever kwam tot de Q-factor, die aangeeft wat de kwaliteit van reclame-impact is. &#8220;Wij proberen om te achterhalen hoe reclame&#8230;<\/p>\n","protected":false},"author":2,"featured_media":3179,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[759,76,760],"class_list":["post-3178","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-research","tag-conde-nast","tag-fipp","tag-q-factor"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.12 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>De Q-factor, de kwaliteit van reclame-impact gemeten - WE MEDIA Magazine Media<\/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:\/\/wemedia.be\/magazinemedia\/nieuws\/de-q-factor-de-kwaliteit-van-reclame-impact-gemeten\/\" \/>\n<meta property=\"og:locale\" content=\"nl_BE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"De Q-factor, de kwaliteit van reclame-impact gemeten - WE MEDIA Magazine Media\" \/>\n<meta property=\"og:description\" content=\"Niet alleen het aantal consumenten dat be\u00efnvloed wordt door reclame is belangrijk, vooral hoe ze be\u00efnvloed worden. Dat is het uitgangspunt van een studie van Cond\u00e9 Nast in Spanje. 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