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Derken, donen en deven zijn voor de ontvanger geen bestaande begrippen en zal de lezer/luisteraar in eerste instantie in verwarring achterlaten. De tekst derken, donen en deven op de billboards ging vergezeld van eveneens vervreemdende beelden, zoals een aap of giraffe in een landschap met huizen van Delftlanden. Een knipoog en verbinding naar de bekendste publiekstrekker van Emmen; het dierenpark. = Doelstelling van de teasercampagne waren: - Naamsbekendheid Emmen en de woonwijk Delftlanden vergroten - Luisteraars/voorbijgangers weten dat Emmen bestaat en dat daar een nieuwe aantrekkelijke woonwijk ligt - De website www.emmen-delftlanden.nl onder de aandacht brengen. Eenmaal op de website surfen bezoekers vaak langs meerdere pagina’s en zo komt het aanbod onder ogen = Q aÉ=ÇçÉäëíÉääáåÖ=î~å=ÇÉ=íÉ~ëÉêÅ~ãé~ÖåÉ=áë=ÖÉÜ~~äÇK=oìáã=QKT=ãáäàçÉå=äìáëíÉê~~êë =ÜÉÄÄÉå=ÜÉí= ëéçíàÉ=ÖÉÇìêÉåÇÉ=ÇÉ=ÇêáÉ=ïÉâÉå=ééå=çÑ=ãÉÉêÇÉêÉ=âÉêÉå=ÖÉÜççêÇK=NKS=ãáäàçÉå=îççêÄáàÖ~åÖÉêë=áå= ÇÉ=ÖêçíÉ=ëíÉÇÉå=áå=ÇÉ=o~åÇëí~Ç=ÜÉÄÄÉå=ÇÉ=ÄáääÄç~êÇë=ééå=çÑ=ãÉÉêÇÉêÉ=âÉêÉå=ÖÉòáÉåK=oìáã=OMMM= ãÉåëÉå=òáàå=ÇÉ=å~~ê=ÇÉ=ïÉÄëáíÉ=ÖÉÖ~~å=ÄáååÉå=ÇêáÉ=ïÉâÉåK=fåãáÇÇÉäë=òáàå=Éê=RMM=~ÄçååÉÉÛë=çé= ÇÉ=åáÉìïëÄêáÉÑ=aÉäÑíä~åÇÉå=ï~~êî~å=êìáã=SRB=ìáí=kççêÇJ=Éå=wìáÇJeçää~åÇI=ríêÉÅÜíI=kççêÇJ _ê~Ä~åí=Éå=dÉäÇÉêä~åÇK= = OKQ=c~ëÉ=OW=ëí~êí=ä~åÖÇìêáÖÉ=Å~ãé~ÖåÉI== dÉòáÉå=ÇÉ=íáàÇ=ÇáÉ=íìëëÉå=ÇÉ=íÉ~ëÉêÅ~ãé~ÖåÉ=Éå=ÇÉ=ä~åÖÇìêáÖÉ=Å~ãé~ÖåÉ=òáííÉåI=ïçêÇÉå=ÇÉ= ê~ÇáçëéçíàÉëI=ÉîÉåíìÉÉä=ÖÉÅçãÄáåÉÉêÇ=ãÉí=ÇÉ=ÄáääÄç~êÇë=ÜÉêÜ~~äÇ=áå=çâíçÄÉêK=bÉå=ÖçÉÇ=ãçãÉåí= çã=ãÉí=ÇÉòÉ=Å~ãé~ÖåÉ=íÉ=ÄÉÖáååÉå=áë=V=çâíçÄÉêK=V=lâíçÄÉê=áë=ÇÉ=ä~åÇÉäáàâÉ=ÑáäÉJîêáàÉ=Ç~ÖK=aáí=áë= ÉÉå=áåáíá~íáÉÑ=î~å=ÇÉ=^kt_I=ÇÉ=kp=Éå=o~ÄçÄ~åâ=kÉÇÉêä~åÇI=çåÇÉêëíÉìåí=Çççê=ÜÉí=ãáåáëíÉêáÉK=aÉ= ÄÉÇçÉäáåÖ=áë=çã=ÜÉÉä=kÉÇÉêä~åÇ=ééå=Ç~Ö=ÑáäÉîêáà=íÉ=âêáàÖÉåK=bããÉå=â~å=ãÉí=ÉÉå=ê~ÇáçëéçíàÉ=ï~í= Éäâ=ììê=îççê=ÜÉí=åáÉìïë=ÜÉêÜ~~äÇ=ïçêÇíI=ÇÉ=äìáëíÉê~~êë=~ííÉåÇÉêÉå=çé=ëíêìÅíìêÉÉä=ÑáäÉîêáà=ïçåÉå= Éå=ïÉêâÉåK=aáí=ò~ä=òÉâÉê=ÇÉ=åçÇáÖÉ=ãÉÇá~J~~åÇ~ÅÜí=çéäÉîÉêÉåK=eÉí=ëéçíàÉ=ïçêÇí=áå=ÇÉ=Ç~~êçé= îçäÖÉåÇÉ=íïÉÉ=ïÉâÉå=ççâ=ëíÉÉÇë=ìáíÖÉòçåÇÉåI=ã~~ê=áå=ÉÉå=åçêã~äÉ=ÑêÉèìÉåíáÉK= = sÉêîçÉêëãáÇÇÉäÉå=~äë=êÉÅä~ãÉJìáíáåÖ= lã=ÇÉ=~~åÇ~ÅÜí=î~ëí=íÉ=ÜçìÇÉå=î~å=ÇÉ=ÅáêâÉä=o~åÇëí~Ç=Ö~~í=î~å~Ñ=Ç~íòÉäÑÇÉ=ãçãÉåí=EçâíçÄÉêF= áå=ÇÉ=ÇêáÉ=ÖêçíÉ=ëíÉÇÉå=ÉÉå=Åçêéçê~íÉ=íê~ã=çÑ=Äìë=êáàÇÉå=ãÉí=î~å=îççê=íçí=~ÅÜíÉêÉå=ÉÉå= aÉäÑíä~åÇÉåJà~ëàÉK=aÉ=Åçêéçê~íÉ=íê~ã=áå=aÉåJe~~Ö=Éå=oçííÉêÇ~ãK=få=rêÉÅÜí=ÉÉå=Åçêéçê~íÉ=ÄìëK= ríêÉÅÜíKE^ãëíÉêÇ~ã=ÜÉÉÑí=ÇÉòÉ=ãçÖÉäáàâÜÉáÇ=åáÉíF=aÉ=íê~ãë=Éå=ÄìëëÉå=êáàÇÉå=ÉÉå=à~~êI=ä~åÖ=Ç~Ö= áåI=Ç~Ö=ìáíI=êçåÇ=ï~~êÇççê=ÇÉ=~ííÉåíáÉï~~êÇÉ=ÜççÖ=áëK=jÉí=ÇÉ=eqj=áå=aÉå=e~~Ö=òáàå=Éê= ãçÖÉäáàâÜÉÇÉå=çã=çé=V=çâíçÄÉê=òÉäÑë=ÉÉå=ÖÉò~ãÉåäáàâÉ=éêçãçíáÉ=íÉ=ÇçÉåK== = få=ÇÉ=ïáåíÉêéÉêáçÇÉ=Ö~~å=áå=ÅáêâÉä=O=EN=ììê=êáàÇÉåF=~ÅíáÉã~íáÖ=ÄìëëÉå=êçåÇêáàÇÉå=ãÉí= ÅçããìåáÅ~íáÉîÉ=ÄççÇëÅÜ~ééÉå=çîÉê=aÉäÑíä~åÇÉåK=tÉ=òÉííÉå=íïÉÉ=éÉêáçÇÉë=î~å=îáàÑ=ÄìëëÉå=éÉê= ÇÉ éä~~íë=EwïçääÉI=^ëëÉåI=dêçåáåÖÉå=Éå=ÉîíK=jÉééÉä=Éå=eççÖÉîÉÉåF=ñ=îáàÑ=ïÉâÉåK=aÉ=O =éÉêáçÇÉ= òÉííÉå=ïÉ=áå=êçåÇ=ã~~êíL~éêáä=OMMVK= = bñéÉÇáíáÉ=aÉäÑíä~åÇÉå= jÉí=å~ãÉ=áå=ÜÉí=îççêà~~ê=Éå=ÇÉ=òçãÉê=î~å=OMMV=Ö~~å=ïÉ=ãáÇÇÉäë=~êê~åÖÉãÉåíÉåI=áå= ë~ãÉåïÉêâáåÖ=ãÉí=ã~âÉä~~êë=Éå=ÇÉ=îÉêÄäáàÑëêÉÅêÉ~íáÉ=áå=ÇÉ=ÖÉãÉÉåíÉI=ÄÉä~åÖëíÉääÉåÇÉå=å~~ê= aÉäÑíä~åÇÉå=ÚíêÉââÉåÛK=eÉí=~êê~åÖÉãÉåí=âêáàÖí=ÇÉ=ÄÉäÉîáåÖ=î~å=ÉÉå=ÉñéÉÇáíáÉI=òçïÉä=îççê= îçäï~ëëÉåÉå=~äëççâ=îççê=ÇÉ=âáåÇÉêÉå=ÇáÉ=ÉîíK=Äáà=ÜÉí=ÖÉòáå=ÄÉÜçêÉåK=sá~=ÇÉ=ÉñéÉÇáíáÉ=ïçêÇí=åáÉí= ~ääÉÉå=aÉäÑíä~åÇÉå=çåíÇÉâíI=ã~~ê=ççâ=ÇÉ=ÖÉãÉÉåíÉ=bããÉåK=aÉ=ÑçêãìäÉ=îççê=bñéÉÇáíáÉ= aÉäÑíä~åÇÉå=ïçêÇí=åçÖ=îÉêÇÉê=ìáíÖÉïÉêâíK= = = p~ãÉåïÉêâÉå= p~ãÉåïÉêâÉå=ãÉí=äçÅ~äÉ=é~êíåÉêë=áë=çåÇÉêÇÉÉä=î~å=ÇÉ=Å~ãé~ÖåÉK=wç=òáàå=Éê=~ä=éä~ååÉå=çã=áå=ÇÉ= íçÉâçãëíáÖÉ=ìáíÖ~îÉ=î~å=a~Ûë=åçì=aêÉåíÜÉ=ÉÉå=ëíìâ=çîÉê=ïçåÉå=áå=ÇÉ=ÖÉãÉÉåíÉ=bããÉå=íÉ= éä~~íëÉå=ÖÉÅçãÄáåÉÉêÇ=ãÉí=ÉÉå=~ÇîÉêíÉåíáÉK=aáí=åìããÉê=ïçêÇí=îÉêëéêÉáÇ=çé=ÇÉ=ëÉåáçêÉåÄÉìêë= ====================================================== 4
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bijlage 1: rapportage teasercampagne
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