{"id":85627,"date":"2019-09-23T13:47:48","date_gmt":"2019-09-23T11:47:48","guid":{"rendered":"https:\/\/ipmark.com\/?p=85627"},"modified":"2019-09-23T13:47:48","modified_gmt":"2019-09-23T11:47:48","slug":"malos-tiempos-para-la-publicidad","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=85627","title":{"rendered":"Malos tiempos para la publicidad"},"content":{"rendered":"<figure id=\"attachment_85628\" aria-describedby=\"caption-attachment-85628\" style=\"width: 690px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-85628\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2019\/09\/publicidad-eduardo-.jpg\" alt=\"&quot;Algo extra\u00f1o est\u00e1 pasando si nos avergonzamos de ser publicitarios y de llamarnos as\u00ed&quot;. \" width=\"690\" height=\"460\"><figcaption id=\"caption-attachment-85628\" class=\"wp-caption-text\">\u00abAlgo extra\u00f1o est\u00e1 pasando si nos avergonzamos de ser publicitarios y de llamarnos as\u00ed\u00bb.<\/figcaption><\/figure>\n<p><strong>Como si de la vieja canci\u00f3n de Golpes Bajos se tratara, parece que no son buenos tiempos para la publicidad. Un art\u00edculo de Eduardo Madinaveitia para IPMARK.&nbsp;<\/strong><\/p>\n<p>Las fuentes de datos de inversi\u00f3n han registrado <a href=\"https:\/\/ipmark.com\/inversion-publicitaria-en-medios-convencionales\/\">ca\u00eddas en el primer semestre.<\/a> Las previsiones de los p\u00e1neles mantienen un cierto optimismo, confiando en esa reacci\u00f3n del segundo semestre que hemos vivido en los \u00faltimos a\u00f1os. Pero <strong>podr\u00edamos estar ante el primer a\u00f1o en el que la inversi\u00f3n publicitaria caiga pese al crecimiento de la econom\u00eda<\/strong>.<\/p>\n<p>Cuando lleg\u00f3 <strong>la digitalizaci\u00f3n a nuestro sector, <\/strong>los evangelistas de la nueva tecnolog\u00eda nos dijeron que la publicidad hasta entonces hab\u00eda sido intrusiva; a partir de ese momento cada persona s\u00f3lo ver\u00eda la publicidad que deseara y s\u00f3lo sobre los productos que necesitara o estuviera buscando.<\/p>\n<p>En efecto: la digitalizaci\u00f3n ha cambiado radicalmente nuestro sector, pero no precisamente en esa direcci\u00f3n. <strong>Los niveles de rechazo de la publicidad son ahora mayores que nunca.<\/strong> Tambi\u00e9n, o sobre todo, para la publicidad digital.<\/p>\n<figure id=\"attachment_85629\" aria-describedby=\"caption-attachment-85629\" style=\"width: 345px\" class=\"wp-caption alignleft\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-85629\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2019\/09\/Eduardo-perfil.jpg\" alt=\"Eduardo Madinaveitia\" width=\"345\" height=\"345\"><figcaption id=\"caption-attachment-85629\" class=\"wp-caption-text\">Eduardo Madinaveitia,<\/figcaption><\/figure>\n<p>Algo extra\u00f1o est\u00e1 sucediendo cuando las asociaciones del sector deciden eliminar de su denominaci\u00f3n la palabra publicidad. La m\u00e1s reciente la <strong>AEACP que ha pasado a denominarse ACT (Asociaci\u00f3n de Creatividad Transformadora). <\/strong>O cuando, a la hora de buscar directivos para nuestras empresas lo primero que se dice es que hay que mirar fuera del sector.<\/p>\n<p><strong>Algo extra\u00f1o est\u00e1 pasando si nos avergonzamos de ser publicitarios <\/strong>y de llamarnos as\u00ed. &nbsp;Pertenecemos a una profesi\u00f3n que, efectivamente, ha ayudado a transformar el mundo, y sigue haci\u00e9ndolo,<a href=\"https:\/\/ipmark.com\/agencias\/creatividad\/\"> utilizando la creatividad y muchas otras t\u00e9cnicas.<\/a><strong> Siempre hemos usado las \u00faltimas tecnolog\u00edas para dar a conocer productos<\/strong>, hacer crecer a las marcas y con ello transformar la sociedad.<\/p>\n<p>&nbsp;<\/p>\n<p>Viv\u00e1moslo con orgullo: <strong>Somos publicitarios (sea cual sea nuestra formaci\u00f3n) y estamos aqu\u00ed para seguir cambiando el mundo. <\/strong>Para mejor.<\/p>\n<p><strong>Autor: Eduardo Madinaveitia.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Como si de la vieja canci\u00f3n de Golpes Bajos se tratara, parece que no son buenos tiempos para la publicidad.<\/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":[85],"tags":[2341],"class_list":["post-85627","post","type-post","status-publish","format-standard","hentry","category-analisis-opinion","tag-publicidad"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - 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