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Summary Digital Persuasive Communication (K001438A ): Woordenschat () - UGent

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De begrippenlijst van Digital Persuasive Communication (K001438A ) biedt een overzicht van alle termen en concepten uit dit vak (inclusief gastlessen) van prof Femke Loose (UGent). Ideaal voor als je je wil voorbereiden op het examen! ENG: The Digital Persuasive Communication glossary (K001438A ...

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Type Samenvatting

digital marketing
marketing
ugent digital marketing
k001438a
femke loose
digital persuasiv
ugent communicatiewetenschappen
digital persuasive communication
femke loose digital persuasive communication

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Digital Persuasive Communication (K001438A): Begrippenlijst (2024 – 2025)

Digital marketing Any marketing methods conducted through electronic devices
which utilize some form of a computer

Digital advertising Advertising that employs digital technology in the execution of
marketing plans (it has revolutionized how brands interact with
consumers, offering precise targeting, measurable results and
the ability to reach global audiences)

Why digital • Precise targeting
advertising • Interactive & engaging
matters? • Data-driven
• Cost-effectiveness

Ubiquitous / The integration of technology into everyday life in a seamless,
pervasive invisible way
computing
Internet Of Things The network of interconnected physical devices that
(IOT) communicate and exchange data witch each other over the
internet, enabling automation and smart functionality

Digital disruption Major marketplace changes of sector transformation following
the application of technology
(e.g. Uber disrupted taxi-services)

Programmatic The automated process of buying and selling digital ad space
advertising using technology, where Supply-Side Platforms (SSPs) help
publishers manage and sell ad inventory, while Demand-Side
Platforms (DSPs) allow advertisers to purchase ad space in
real-time based on targeting criteria and bid strategies.

An example of programmatic advertising is when a travel
website uses a DSP to bid for ad space on a news website
through an SSP, targeting users who have recently searched for
flights or hotels.

Native advertising Paid advertising that matches the look, feel and function of the
media it appears on (not an obvious ad)

Characteristics of • Interactive
social media ads • Integrated
• Personalized
• New goals

1

,Gartner Hype Cycle A chart that visualizes the life of cycle of emerging
technologies → it helps to estimate which stage a technology
is in and to create realistic expectations

1) Technology Trigger
2) Peak of Inflated Expectations
3) Through of Disillusionment
4) Slope of Enlightenment
5) Peak of Productivity

Augmented Reality Overlays digital elements onto the real world, enhancing it
(= AR)
Virtual Reality Creates a completely immersive digital environment, replacing
(= VR) the real world

Artificial The simulation of human intelligence in machines, enabling
Intelligence (= AI) them to perform tasks, like decision-making, speech
recognition and visual perception

4 areas where AI is altering advertising practice & research
• Consumers
• Society
• Data
• Industry

AI advertising Brand communication that uses a range of machine functions
that learn to carry out tasks with intent to persuade with input
by humans, machines or both

Chatbot A computer program, which stimulates human language with
the help of a text-based dialogue system

Regulatory focus Consumers orient their behavior either through a:
theory • Prevention focus (aim to avoid negative outcomes)
• Promotion focus (seek to achieve positive outcomes)

Privacy calculus Framework to decisions about sharing personal information
theory ➔ It says people weigh the benefits (e.g. convenience)
and risks (e.g. losing privacy) before deciding to share
their personal information

Digital footprint Large quantity of information that may be used as input for
marketing research

Big data Large, complex datasets generated from various digital
sources

2

, First-party data Directly from the advertiser’s platforms (e.g. website, CRM)

Second-party data Shared data from partners (e.g. Facebook)

Third-party data Aggregated data from external providers (e.g. research
company)

3 V’s of big data • Volume (the amount of data)
• Variety (the different types of data)
• Velocity (the speed at which data is generated and
processed)

Structured data Quantitative data that is easy to analyse and work with
because you have these parameters (e.g. click-through rates,
user demographics)

Unstructured data No recognized structure (e.g. social media posts, tweets,
shares, text messages)

Semi-structured Unstructured data with meta-data attached to it (e.g. web
data tracking logs, time, location)

Echo chamber An online bubble where algorithms only show you content that
aligns with your views, creating a loop where you only see what
you want to see

➔ This can lead to close-mindedness, fueling things like
conspiracy theories

Digital Services Act Focuses on regulating online platforms to ensure user safety
(DSA) and protect rights (→ user safety)

Digital Markets Act Targets big companies to promote fair competition by
(DMA) preventing anti-competitive practices (→ playing level field)

Main goals of DSA: to create a safer digital space
DSA & DMA DMA: to establish a level playing field to foster innovation

General Data A legal framework that sets guidelines for the collection and
Protection processing of personal information of individuals within the EU
Regulation (GDPR)

Children’s Online US federal law designed to limit the collection and use of
Privacy Protection personal information about children by the operators of
Act (COPPA) internet services and websites

3

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