{"id":68539,"date":"2018-01-24T15:30:34","date_gmt":"2018-01-24T13:30:34","guid":{"rendered":"https:\/\/ipmark.com\/?p=68539"},"modified":"2018-01-24T15:30:34","modified_gmt":"2018-01-24T13:30:34","slug":"ranking-de-marcas-notoriedad-publicitaria-2017","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=68539","title":{"rendered":"Las 10 claves de la notoriedad publicitaria en 2017"},"content":{"rendered":"<figure id=\"attachment_68544\" aria-describedby=\"caption-attachment-68544\" style=\"width: 690px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-68544\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2018\/01\/ranking-de-marcas-notoriedad-publicitaria-2017-infograf\u00eda-Kantar-TNS.jpg\" alt=\"ranking-de-marcas-notoriedad-publicitaria-2017-infograf\u00eda-Kantar\" width=\"690\" height=\"278\" \/><figcaption id=\"caption-attachment-68544\" class=\"wp-caption-text\">Las marcas retail son las que m\u00e1s retorno obtienen, en t\u00e9rminos de notoriedad publicitaria, de su esfuerzo inversor.<\/figcaption><\/figure>\n<p><strong>Carrefour, El Corte Ingl\u00e9s y Lidl lideran el <a href=\"https:\/\/ipmark.com\/ranking-marcas-notoriedad-publicitaria-noviembre-2017\/\">ranking de marcas<\/a> que m\u00e1s notoriedad publicitaria obtuvieron en 2017, confirmando la supremac\u00eda del sector retail a la hora de imponerse al ruido general de la comunicaci\u00f3n comercial en los medios. As\u00ed lo fue certificando mes a mes el \u00a0Tracking IOPE\u00a0 de Kantar TNS, cuyos datos se recopilan ahora en una infograf\u00eda que resume los hitos m\u00e1s importantes registrados por el estudio durante el a\u00f1o pasado.\u00a0<\/strong><\/p>\n<p>El <a href=\" http:\/\/www.tnsglobal.es\/servicios\/Marca\/Tracking-IOPe \" rel=\"nofollow\"> Tracking IOPE de Kantar TNS<\/a>\u00a0mide la notoriedad publicitaria de todas las marcas y productos en ocho medios publicitarios distintos, -TV, peri\u00f3dicos, revistas, radio, cine, internet, exterior y publicidad directa- y la contribuci\u00f3n de cada medio a la creaci\u00f3n de notoriedad de cada marca o producto.<\/p>\n<p>Entre otras cosas, el estudio permite registrar la eficacia del esfuerzo publicitario (GRP\u2019s, inversiones, etc.) de cada\u00a0 marca, evaluar las campa\u00f1as propias y de la competencia, y definir m\u00e1s ajustadamente los objetivos de notoriedad.<\/p>\n<p>A tenor de los resultados que el Tracking fue arrojando a lo largo del a\u00f1o pasado, Kantar TNS ha resumido en la siguiente infograf\u00eda las 10 claves principales sobre notoriedad publicitaria en 2017:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-68548 size-full\" title=\"Ranking-de-marcas-Notoriedad-publicitaria-2017-Claves\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2018\/01\/Ranking-de-marcas-Notoriedad-publicitaria-2017-Claves.jpg\" alt=\"Ranking-de-marcas-Notoriedad-publicitaria-2017-Claves\" width=\"690\" height=\"564\" \/><\/p>\n<p>&#8211; <strong>Retail lidera el ranking de marcas<\/strong> global, con Carrefour, El Corte Ingl\u00e9s y Lidl en el TOP3.<\/p>\n<p>&#8211; <strong>El Corte Ingl\u00e9s<\/strong> se consolida como l\u00edder indiscutible en medios convencionales (sin publicidad directa).<\/p>\n<p>&#8211; Crece la notoriedad digital, con incrementos de hasta el 30% para anunciantes como <strong>AliExpress, Amazon, Booking o Zara<\/strong>.<\/p>\n<p>&#8211; El \u201csprint\u201d de <strong>Amazon<\/strong>.<\/p>\n<p>&#8211; El peso de la <strong>publicidad directa<\/strong> en la notoriedad publicitaria: las marcas que m\u00e1s r\u00e9dito obtienen en esta modalidad de comunicaci\u00f3n comercial forman tambi\u00e9n parte del Top 10 del Total Notoriedad Publicitaria.<\/p>\n<p>&#8211; Las nuevas incorporaciones al ranking de marcas por medios: <strong>Decathlon y Zara<\/strong> ( Internet); <strong>Est\u00e9e Lauder<\/strong> y<strong> Audi<\/strong> (Prensa), y <strong>Movistar<\/strong> y <strong>Burger King<\/strong> (Cine).<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Carrefour, El Corte Ingl\u00e9s y Lidl lideran el ranking de marcas que m\u00e1s notoriedad publicitaria obtuvieron en 2017, confirmando la<\/p>\n","protected":false},"author":21,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5894],"tags":[],"class_list":["post-68539","post","type-post","status-publish","format-standard","hentry","category-media"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Ranking de marcas con mayor notoriedad publicitaria 2017-IPMARK<\/title>\n<meta name=\"description\" content=\"El ranking de marcas con mayor notoriedad publicitaria de 2017 est\u00e1 liderado por tres marcas retail: Carrefour, El Corte Ingl\u00e9s y Lidl\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ipmark.com\/?p=68539\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta 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