{"id":2823,"date":"2021-06-18T05:12:00","date_gmt":"2021-06-18T05:12:00","guid":{"rendered":"https:\/\/blog.uantwerpen.be\/business-economics\/?p=2823"},"modified":"2021-06-18T08:20:05","modified_gmt":"2021-06-18T08:20:05","slug":"profcast-patrick-depelsmacker","status":"publish","type":"post","link":"https:\/\/blog.uantwerpen.be\/business-economics\/profcast-patrick-depelsmacker\/","title":{"rendered":"\ud83c\udfa7 Patrick De Pelsmacker: &#8220;Vroeger speelden we bowling met reclameboodschappen. Nu worden ze gelanceerd in een flipperkast.&#8221; | Profcast #19"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"2823\" class=\"elementor elementor-2823\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-c97fadc elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"c97fadc\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-719ce78\" data-id=\"719ce78\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-4f9a6de elementor-widget elementor-widget-text-editor\" data-id=\"4f9a6de\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>In\u00a0<strong>podcast<\/strong>-reeks \u2018Profcast\u2019 laten we elke week een professor van de Faculteit Bedrijfswetenschappen en Economie aan het woord. Deze week: <b>Patrick De Pelsmacker.<\/b><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-9c3f744 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"9c3f744\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-c663364\" data-id=\"c663364\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-d3d476f elementor-widget elementor-widget-html\" data-id=\"d3d476f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"html.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<iframe src=\"https:\/\/open.spotify.com\/embed\/episode\/7r0s3eNbV8uIFZMB3S53yg\" width=\"100%\" height=\"232\" frameBorder=\"0\" allowtransparency=\"true\" allow=\"encrypted-media\"><\/iframe>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-a9c173e\" data-id=\"a9c173e\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-16d6c5b elementor-widget elementor-widget-video\" data-id=\"16d6c5b\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;youtube_url&quot;:&quot;https:\\\/\\\/youtu.be\\\/My4TvK0G69M&quot;,&quot;video_type&quot;:&quot;youtube&quot;,&quot;controls&quot;:&quot;yes&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<div class=\"elementor-video\"><\/div>\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-4bfc304 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"4bfc304\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-be1482b\" data-id=\"be1482b\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-a6c9e82 elementor-widget elementor-widget-text-editor\" data-id=\"a6c9e82\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Professor Patrick De Pelsmacker is professor in het domein <strong>Marketing<\/strong>.<\/p><p>Patrick: \u201cMarketingcommunicatie is mijn kerndiscipline. Dat omvat alles waarmee bedrijven communiceren met hun doelgroep: reclame maken, promoties, sponsoring, evenementen \u2026 Reclame is daar een belangrijk onderdeel van, maar zeker niet het enige.\u201d<\/p><p>Patrick De Pelsmacker doet al enkele decennia onderzoek naar <strong>reclame<\/strong>. We vroegen hem of de reclamewereld hard veranderd is.<\/p><p>Patrick: \u201cHoe ouder je wordt, hoe meer je beseft dat alles terugkomt. Sommige concepten worden gewoon in een nieuw jasje gestoken. Natuurlijk is de aard van reclame wel veranderd door meer van offline richting online te bewegen. Maar daarmee trap ik een open deur in waarschijnlijk.<\/p><p>Wat ik zelf een mooie metafoor vind, is die van een bowlinghal versus een flipperkast. Vroeger was reclame zoals een bowlinghal. De reclamemaker gooide de bal richting de kegels en probeerde er zoveel mogelijk kegels om te gooien. De kegels stellen uiteraard de consumenten voor. Nu zitten we in het flipperkastmodel. Een reclamemaker gooit een balletje in het systeem en probeert deze zolang mogelijk in de machine te houden. De consumenten (\u201cde flippers\u201d) houden het balletje in het spel: door de advertenties te delen, te liken, eigen video\u2019s te maken \u2026 houden ze de reclame zolang mogelijk in leven. We noemen dit <em>organic reach<\/em>.\u201d<\/p><p>Patrick doet ook onderzoek naar de <strong>ethiek<\/strong> achter reclame.<\/p><p>Patrick: \u201cIk heb negen jaar in de JEP gezeten. Dit is de Jury voor Ethische Praktijken inzake Reclame. Deze jury behandelt klachten van mensen over misleidende reclame. Wij onderzochten die cases en verboden deze reclame al dan niet. E\u00e9n van de basisregels in reclame is dat je mensen niet mag bedriegen. Reclame mag dus niet liegen of de waarheid zwijgen. Maar er is natuurlijk een grijze zone tussen liegen en de waarheid mooier voorstellen dan ze is. We moeten ook eerlijk zijn: reclame wil geen informatie verspreiden, maar verleiden. De grens tussen verleiden en misleiden is vaak dun.<\/p><p>Zo heeft Samsonite heeft ooit reclame gemaakt voor een reiskoffer. In dat spotje reed er een vrachtwagen over die koffer, die daar ongedeerd uit kwam. Die case kwam dan bij ons terecht, omdat de advertentie zou liegen. Uiteraard zou zo\u2019n koffer dat niet overleven, maar een reclamemaker mag wel uitgaan van het gezond verstand van mensen. We hebben die reclame dan uiteindelijk ook niet verboden.\u201d<\/p><p><span style=\"font-family: Roboto, sans-serif; font-weight: bold;\">Beluister de volledige podcast via Spotify, Apple Podcasts, YouTube of SoundCloud:<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-4a866e5 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"4a866e5\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-d4fd0e8\" data-id=\"d4fd0e8\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5f50e3d e-grid-align-left elementor-shape-rounded elementor-grid-0 elementor-widget elementor-widget-social-icons\" data-id=\"5f50e3d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"social-icons.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-social-icons-wrapper elementor-grid\" role=\"list\">\n\t\t\t\t\t\t\t<span class=\"elementor-grid-item\" role=\"listitem\">\n\t\t\t\t\t<a class=\"elementor-icon elementor-social-icon elementor-social-icon-spotify elementor-repeater-item-8f2e132\" href=\"https:\/\/open.spotify.com\/episode\/7r0s3eNbV8uIFZMB3S53yg?si=QZ3Wy7MVQGa12iN-SlSK_A&#038;dl_branch=1\" target=\"_blank\">\n\t\t\t\t\t\t<span class=\"elementor-screen-only\">Spotify<\/span>\n\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"fab fa-spotify\"><\/i>\t\t\t\t\t<\/a>\n\t\t\t\t<\/span>\n\t\t\t\t\t\t\t<span class=\"elementor-grid-item\" role=\"listitem\">\n\t\t\t\t\t<a class=\"elementor-icon elementor-social-icon elementor-social-icon-apple elementor-repeater-item-039b7db\" href=\"https:\/\/podcasts.apple.com\/be\/podcast\/profcast-19-patrick-pelsmacker-over-marketingcommunicatie\/id1572265389?i=1000525961660&#038;l=nl\" target=\"_blank\">\n\t\t\t\t\t\t<span class=\"elementor-screen-only\">Apple<\/span>\n\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"fab fa-apple\"><\/i>\t\t\t\t\t<\/a>\n\t\t\t\t<\/span>\n\t\t\t\t\t\t\t<span class=\"elementor-grid-item\" role=\"listitem\">\n\t\t\t\t\t<a class=\"elementor-icon elementor-social-icon elementor-social-icon-youtube elementor-repeater-item-f7a4caa\" href=\"https:\/\/youtu.be\/My4TvK0G69M\" target=\"_blank\">\n\t\t\t\t\t\t<span class=\"elementor-screen-only\">Youtube<\/span>\n\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"fab fa-youtube\"><\/i>\t\t\t\t\t<\/a>\n\t\t\t\t<\/span>\n\t\t\t\t\t\t\t<span class=\"elementor-grid-item\" role=\"listitem\">\n\t\t\t\t\t<a class=\"elementor-icon elementor-social-icon elementor-social-icon-soundcloud elementor-repeater-item-2c84d3f\" href=\"https:\/\/soundcloud.com\/uantwerpenfbe\/profcast-patrick-depelsmacker\" target=\"_blank\">\n\t\t\t\t\t\t<span class=\"elementor-screen-only\">Soundcloud<\/span>\n\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"fab fa-soundcloud\"><\/i>\t\t\t\t\t<\/a>\n\t\t\t\t<\/span>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-f60b754 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"f60b754\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-46ccb45\" data-id=\"46ccb45\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-4c7b914 elementor-align-left elementor-widget elementor-widget-button\" data-id=\"4c7b914\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-md\" href=\"https:\/\/www.uantwerpen.be\/nl\/overuantwerpen\/faculteiten\/bedrijfswetenschappen-economie\/nieuws\/profcast\/\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Ontdek andere afleveringen van Profcast <\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>In\u00a0podcast-reeks \u2018Profcast\u2019 laten we elke week een professor van de Faculteit Bedrijfswetenschappen en Economie aan het woord. &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/blog.uantwerpen.be\/business-economics\/profcast-patrick-depelsmacker\/\" class=\"more-link\"><span class=\"screen-reader-text\"> &#8220;\ud83c\udfa7 Patrick De Pelsmacker: &#8220;Vroeger speelden we bowling met reclameboodschappen. Nu worden ze gelanceerd in een flipperkast.&#8221; | Profcast #19&#8243;<\/span><\/a><\/p>\n","protected":false},"author":7,"featured_media":2852,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[37,107,105],"coauthors":[104,106],"class_list":["post-2823","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-no-category","tag-marketing","tag-podcast","tag-profcast"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Professor Patrick De Pelsmacker over marketingcommunicatie en reclame<\/title>\n<meta name=\"description\" content=\"Professor Patrick De Pelsmacker is professor in het domein marketing. Hij doet al enkele decennia onderzoek naar reclame.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blog.uantwerpen.be\/business-economics\/profcast-patrick-depelsmacker\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Professor Patrick De Pelsmacker over marketingcommunicatie en reclame\" \/>\n<meta property=\"og:description\" content=\"Professor Patrick De Pelsmacker is professor in het domein marketing. 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