{"id":82528,"date":"2019-06-20T10:32:04","date_gmt":"2019-06-20T08:32:04","guid":{"rendered":"https:\/\/ipmark.com\/?p=82528"},"modified":"2019-06-20T10:32:04","modified_gmt":"2019-06-20T08:32:04","slug":"cinco-claves-para-impactar-mas-en-publicidad","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=82528","title":{"rendered":"Cinco claves para impactar en campa\u00f1as publicitarias"},"content":{"rendered":"
\"a
Imagen campa\u00f1a de\u00a0\u2018Anatomy of Effectiveness\u2019.<\/figcaption><\/figure>\n

La creatividad est\u00e1 perdiendo fuerza en la sociedad, los n\u00fameros lo reflejan. El 69% de los anuncios de televisi\u00f3n en los Estados Unidos no captan atenci\u00f3n visual de los consumidores, poniendo en riesgo hasta 40.000 millones de d\u00f3lares de inversi\u00f3n, seg\u00fan datos de Advertising Research Foundation.<\/strong><\/p>\n

Ante este panorama, la consultora mundial Warc<\/strong> ha presentado \u2018Anatomy of Effectiveness<\/a>\u2019<\/strong>, el libro blanco para publicistas de marcas y agencias<\/strong>, con objetivo de impulsar la participaci\u00f3n de los consumidores y tener un mayor impacto publicitario.<\/strong> Desde Warc a\u00f1aden que los datos muestran que la industria no est\u00e1 creciendo<\/strong> \u201cde la forma que deber\u00eda\u201d.<\/p>\n

El libro blanco recoge cinco claves esenciales<\/strong> que toda marca y agencia debe aplicar en sus pr\u00f3ximos trabajos creativos para mejorar el impacto<\/strong> a trav\u00e9s de sus campa\u00f1as publicitarias.<\/p>\n

–Invertir para crecer<\/strong> (Invest for growth). Los profesionales tienen que establecer los objetivos y determinar qu\u00e9 quieren que ofrezca la campa\u00f1a antes de elaborar los presupuestos<\/strong>.<\/p>\n

–Balance de gastos<\/strong> (Balancing spend). Establece el marco de inversi\u00f3n entre la creaci\u00f3n de marca y el performance marketing<\/p>\n

–Sea creativo, sea emocional, sea distintivo<\/strong> (Be creative, be emotional, be distinctive). Se aconseja analizar los argumentos para invertir en creatividad<\/strong>, incluida la fuerza de las emociones en las comunicaciones y la importancia de ser diferente o distintivo.<\/p>\n

–Plan de alcance<\/strong> (Plan for reach). Es importante discutir los factores a tener en cuenta a la hora de planificar el gasto de medios.<\/strong><\/p>\n

–Plan de reconocimiento<\/strong> (Plan for recognition). Se enfoca en la necesidad de contar con marcas fuertes en una era de anuncios en formato peque\u00f1o, <\/strong>con el objetivo de garantizar que los usuarios conozcan el spot que est\u00e1n viendo.<\/p>\n

\"Las
Las cinco claves.<\/figcaption><\/figure>\n

En palabras de David Tiltman, vicepresidente de contenido de Warc<\/strong>, \u201cel informe puede parecer simplista, pero \u201cninguno de ellos es f\u00e1cil de aplicar<\/strong>\u201d. Y ha a\u00f1adido, en un comunicado, que \u201cvivimos cada vez m\u00e1s en un mundo donde la selecci\u00f3n de medios y el desarrollo creativo van de la mano<\/strong>, donde la creatividad puede estar en el coraz\u00f3n de la estrategia empresarial y donde la retroalimentaci\u00f3n en tiempo real permite que las estrategias evolucionen durante la campa\u00f1a\u201d.<\/p>\n

El informe, presentado en el marco del Festival Internacional de Creatividad Cannes Lions 2019<\/a>,<\/strong> es el resultado de un trabajo de an\u00e1lisis de casos reales y opiniones de expertos.<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

La creatividad est\u00e1 perdiendo fuerza en la sociedad, los n\u00fameros lo reflejan. El 69% de los anuncios de televisi\u00f3n en<\/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":[56],"tags":[2184,2114,2226],"class_list":["post-82528","post","type-post","status-publish","format-standard","hentry","category-agencias","tag-agencias","tag-creatividad","tag-marcas"],"acf":[],"yoast_head":"\nCinco claves para impactar m\u00e1s en publicidad - IPMARK<\/title>\n<meta name=\"description\" content=\"La consultora mundial Warc ha presentado \u2018Anatomy of Effectiveness\u2019, el libro blanco para publicistas de marcas y agencias.\" \/>\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=82528\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Cinco claves para impactar m\u00e1s en publicidad - 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