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Publicidad: principios, estrategias y últimas tendencias Saltar al contenido A la hora de llevar a cabo una acción publicitaria, es muy importante que tengamos correctamente definido el público objetivo al que nos vamos a dirigir, pues esto nos va a facilitar que la pieza publicitaria final se adecue lo máximo posible a las exigencias del anunciante, lo cual le ayudará a alcanzar sus objetivos.
La publicidad subliminal consiste en un mensaje que se produce por debajo del umbral de percepción consciente, generalmente con imágenes y sonidos, y que hace que el usuario inconscientemente reconozca y se interese por el producto. El mensaje subliminal puede incitar al consumo del producto (o servicio) que ofrece la empresa que envía este mensaje.
El co-branding es una estrategia de marketing que consiste en la unión de dos o más marcas con el fin de ofrecer un único objeto o servicio. La unión de las marcas permite que éstas vean aumentado su valor.
Publicidad: todo acerca de su planteamiento, estrategia y últimas tendencias El concepto de publicidad es de estos que no necesitan explicación ya que llevas toda la vida rodeado de ella. Desde pequeño has visto por todas partes los típicos anuncios en distintos formatos. Tenemos la publicidad más clásica en imágenes, que es la que se nos muestra en coches, taxis, autobuses, revistas, periódicos, calles o carreteras. Tenemos también otros tipos de anuncios publicitarios más sofisticados, como son los que se nos muestran en televisión y radio . En esta publicidad no solo es importante el mensaje sino también la música. Todo esto te suena, ¿verdad? Pero, ¿tienes idea de lo que hay detrás de cualquier tipo de publicidad y de los anuncios que ves por todas partes ? Si te interesa este mundillo, sigue leyendo porque vamos a desentrañar todo lo que necesitas saber para aplicarlo en tu empresa.
Definición de publicidad Para poder comprender de verdad la publicidad hay que saber qué es exactamente, por ello te dejamos una definición que tomamos de la Wikipedia :
La publicidad es una forma de comunicación que intenta incrementar el consumo de un producto o servicio, insertar una nueva marca o producto dentro del mercado de consumo, mejorar la imagen de una marca o reposicionar un producto o marca en la mente de un consumidor. Esto se lleva a cabo mediante campañas publicitarias que se difunden en los medios de comunicación siguiendo un plan de comunicación preestablecido.
Como puedes adivinar leyendo la definición, la publicidad tiene objetivos muy variados. Además, para que una campaña publicitaria tenga éxito hay que armar una estrategia muy completa y tener en cuenta multiples variables. Ya no se ve tan sencillo, ¿verdad? De hecho es bastante complicado, no en vano existe una carrera universitaria dedicada a la publicidad. Se trata del Grado en Publicidad y Relaciones Públicas , que hoy en día puedes estudiar en muchas universidades.
Tipos de publicidad Como seguro que adivinas por todo lo expuesto hasta ahora, hay varios tipos de publicidad. Vamos a ver la clasificación según el medio en el que esta aparece.
1. Publicidad impresa Este tipo de publicidad se realiza en cualquier medio de comunicación impreso. Pueden ser revistas, periódicos o folletos . Especialmente las revistas dan muchas opciones de segmentación ya que existen gran cantidad de revistas de temas muy concretos. Por ejemplo, lo lógico en una revista de manualidades y labores es que su publicidad tenga relación con esta temática.
2. Publicidad exterior Podríamos decir que la publicidad exterior es la de toda la vida. Se define como aquella que se encuentra en lugares públicos . Los elementos publicitarios utilizados en el exterior son los carteles, rótulos luminosos, marquesinas y vallas publicitarias. También cuentan con publicidad los transportes públicos como autobuses o taxis. También aquí destaca la publicidad en el punto de venta . Se trata de carteles, displays o expositores colocados en establecimientos de venta. Esta estrategia persigue que el cliente potencial compre por impulsos. Un ejemplo de publicidad en el punto de venta es la colocación de expositores con productos rebajados junto a las cajas de los supermercados.
3. Anuncios de radio Los anuncios de radio son lo que solemos conocer como cuñas. Se escuchan durante las pausas publicitarias de los programas de radio o bien en el espacio de tiempo entre dos programas.
4. Publicidad en televisión Desde que existe la televisión , la industria publicitaria no ha desaprovechado la oportunidad de introducirse en este medio. Si te interesa la historia de la publicidad en España puedes encontrar fácilmente información sobre la primera publicidad emitida en TVE (Televisión Española). Este tipo de anuncios, que también aparecen en el cine, tienen muchas ventajas con respecto a los descritos anteriormente porque permiten combinar imagen y sonido. Son ideales sobre todo cuando se quiere demostrar cómo funciona un producto. Todos estos tipos hasta ahora descritos forman parte de la publicidad más antigua o tradicional.
5. Publicidad online Si algo no podíamos olvidar es la publicidad en Internet, ya que es la que hoy en día está pegando más fuerte. Dentro de la publicidad online distinguimos las siguientes clases:
Vamos a explicar con más detalle algunos de estos tipos de publicidad online, especialmente aquellos que no se han tocado con detalle hasta ahora en Gestion.org.
Las formas de publicidad online más relevantes en el siglo XXI En el apartado anterior mostramos cómo puede hacerse publicidad por internet . Como has podido comprobar hay muchas formas de hacerlo, pero unas se utilizan más que otras. Por ello te explicamos las estrategias publicitarias que te encontrarás con mayor frecuencia.
1. Publicidad directa Se trata de un modelo bastante similar a la idea tradicional de la publicidad offline. Consiste en la inserción de un banner o pop up en una web . Por ejemplo, imagina que tienes una empresa que se dedica a organizar cruceros y pones un banner tuyo en la página web de un hotel cercano. Para hacer esto tendrás que ponerte de acuerdo con los propietarios del hotel y abonar una cantidad.
2. Publicidad programática Se trata de la compra autorizada de espacios publicitarios ofrecidos por todos los medios. La forma más común de compra de dichos espacios es mediante subastas en tiempo real. Aquí los anunciantes manifiestan la cantidad que están dispuestos a pagar por cada impresión para un perfil de audiencia determinado. La publicidad programática se basa en el Big Data y la geolocalización , lo cual permite llegar a un público potencialmente interesado en el producto que se anuncia. De esta forma, cuando alguien visita un soporte determinado comienza la puja y el anuncio que ve el visitante es el que ha ganado la subasta.
3. Publicidad nativa Hay bastante confusión en lo que se refiere a la publicidad nativa, ya que suele confundirse con el marketing de contenidos . El principio general de la publicidad nativa es que el usuario necesita información amplia para decidirse por un producto o servicio. No es suficiente con un banner. Pongamos un ejemplo. Un blog produce una serie de artículos orientados hacia el conocimiento de un determinado servicio, lo que viene a ser el marketing de contenidos . Pero puede ocurrir que dentro de este blog se decida insertar una publicación patrocinada de la misma temática en la que se promociona a una empresa. En esta caso sí nos encontramos ante una publicidad nativa.
4. Retargeting El retargeting es esa sensación que tenemos los usuarios internautas de que los anuncios nos persiguen allá donde vamos. Miras una web de muebles y ya te salen por todas partes anuncios de tiendas de muebles. Esto se debe a un pixel que permite impactar a los usuarios que previamente han visitado un determinado sitio. Dicho pixel son las cookies de las que tantas veces has oído hablar.
5. Publicidad en redes sociales Una de las formas de ser visible en la red es mediante tráfico de pago y una de las formas más inmediatas de conseguirlo son las redes sociales. La red social que más se utiliza para la publicidad por sus buenos resultados es Facebook . La aplicación que esta empresa tiene para montar campañas publicitarias es Facebook Ads , la cual permite contenidos publicitarios con imágenes, textos y vídeos. Facebook Ads también permite que las campañas se muestren en Instagram . Otras redes sociales donde también pueden insertarse anuncios son Twitter y Linkedin , aunque su uso, de momento, está por detrás de Facebook.
6. Publicidad en Google Este tipo de publicidad es lo que también se conoce como SEM . Esto consiste en que los anunciantes pagan a Google para que muestre sus páginas web en posiciones destacadas. A su vez, muchos sitios web están suscritos a Google Adsense . Estas páginas muestran banners publicitarios de las empresas que han pagado a Google para anunciarse. Si alguien hace clic en uno de estos banners, el dueño de la web que muestra el anuncio recibe una pequeña cantidad de dinero. Hasta ahora hemos hablado de las formas de hacer publicidad, pero nos falta mostrar los objetivos que busca la publicidad. Te los mostramos a continuación.
Objetivos de la publicidad Las estrategias publicitarias tienen como base la demanda del mercado y los deseos del anunciante. Por eso la publicidad tiene las siguientes características:
Informa sobre los beneficios de un producto o servicio, destacando la diferencia sobre otras marcas. Es lo que se conoce como publicidad informativa . Busca tocar las emociones del consumidor para que se decante por el producto anunciado. Esto es la publicidad persuasiva o empcional . Un ejemplo muy claro de esto es la publicidad de Coca Cola. Cualquier anuncio de Coca Cola lleva implícita una sensación de felicidad. Para comprobarlo te mostramos el siguiente vídeo. VIDEO El triunfo del oso es llevar al final del recorrido y tomarse una botella de Coca Cola. Coca Cola es la bebida de los ganadores, de los que se comen el mundo. La publicidad es necesaria para la promoción de una marca pero no está exenta de polémica debido al uso que se hace de ella. Para que lo veas más claro vamos a mostrarte algunas prácticas publicitarias donde esto se ve.
Publicidad subliminal La publicidad subliminal consiste en mensajes audiovisuales emitidos por debajo del umbral de percepción consciente y que empujan al consumo de un producto. El ser humano no puede percibir de manera consciente las imágenes proyectadas en una pantalla si son más de 14 imágenes por segundo. El cerebro, en cambio, sí es capaz de percibirlas aunque sea de manera subconsciente, siendo así como funcionan los mensajes subliminales. Los estudios más recientes han demostrado que la publicidad subliminal funciona y condiciona la voluntad humana a la hora de realizar una actividad determinada. Para que veas ejemplos claros de publicidad subliminal, te dejamos el siguiente vídeo. VIDEO
Publicidad encubierta Con este modelo de publicidad, las empresas pueden llegar a posicionar sus productos anunciándolos de tal manera que el espectador los perciba como algo natural. Un ejemplo de esto son los productos de marca que se muestran en películas o series de televisión. De esta forma, estos productos llaman la atención sin utilizar estrategias publicitarias tradicionales. En definitiva, anunciarte sin parecer que te estás anunciando. Como ejemplo te mostramos un breve vídeo de la película «El show de Truman». VIDEO
Publicidad engañosa La publicidad engañosa es aquella que puede inducir a error. Algunas formas de presentar el engaño son las siguientes:
Presentar mensajes ambiguos, de tal forma que el consumidor pueda interpretarlos de manera diferente a lo que es la realidad. Ocultar información importante, como la presencia de sobrecostos o cláusulas adicionales. A veces esta información no se oculta pero es difícil acceder a ella. No disponer de accesorios o alternativas que anuncian. Si quieres ver ejemplos concretos, te recomendamos el siguiente vídeo. VIDEO
Publicidad desleal La publicidad desleal, llamada también publicidad comparativa , se basa en la mención de un producto o servicio de la competencia para mostrar que es de peor calidad que el propio. Aunque la explicación es clara, te dejamos un vídeo para que puedas ver casos de publicidad comparativa. VIDEO
Publicidad sexista La publicidad con estereotipos es una realidad, y uno de los estereotipos que más se ha utilizado es el relacionado con los roles de género. El género hace referencia a la masculinidad o feminidad y los anunciantes aprovechan esta idea para establecer el papel de un género con relación al otro. Un ejemplo de esto son los spots publicitarios de detergentes, donde siempre solían salir mujeres como las encargadas de que la ropa del hogar quedase impoluta. Pero ya no solo tenemos anuncios que utilizan estereotipos y roles de género, sino publicidad machista . Te mostramos un vídeo donde se muestran 3 anuncios que lo manifiestan. El segundo anuncio es especialmente claro, ya que por el solo hecho de usar una marca de desodorante acuden miles de mujeres al barco del protagonista. VIDEO
Publicidad ilícita Ya la propia palabra nos deja ver de qué estamos hablando. Se trata nada más y nada menos que de la publicidad que infringe la ley. Esto depende de la legislación de cada país pero, para que te hagas una idea, ten en cuenta que los tipos de publicidad que acabamos de ver (subliminal, sexista, encubierta, engañosa y desleal ) suelen ser ilegales en muchos países.
¿Es la publicidad una estrategia pensada solo para las empresas? Todos estos tipos de publicidad forman parte de la publicidad corporativa o personal . Esta publicidad no es más que la estrategia que siguen las empresas y los profesionales independientes para darse a conocer, tanto sus productos como su propia marca: la clásica publicidad comercial y de productos . Ahora bien, las empresas privadas no son las únicas que utilizan estrategias publicitarias. También se utilizan para crear conciencia sobre problemas que afectan a toda la comunidad, y de ahí es donde viene el concepto de publicidad social. ¿Qué es la publicidad social? Se trata de aquella que busca mantener o modificar actitudes y comportamientos que beneficien a la sociedad . Este tipo de publicidad se denomina también institucional . Seguro que has visto varios anuncios relacionados con la educación, el consumo de drogas y otros temas de interés general, anuncios promovidos por organismos estatales. Los spots hechos para despertar conciencias evidentemente no buscan la venta, pero sí pueden tener como objetivo conseguir donaciones, como, por ejemplo, el que te mostramos bajo estas líneas. El spot cuenta la breve historia de un niño que juega con su abuelo. Al cabo de un tiempo el chico comenta al anciano uno de los juegos que compartían, pero el hombre no recuerda nada porque padece la enfermedad de Alzheimer. Cuando el muchacho crece, se convierte en investigador para poder atajar la enfermedad que hizo sufrir a su abuelo. Al final del anuncio se anima a colaborar con la Fundación Reina Sofía, que es una de las entidades que financian la investigación de una posible cura del Alzheimer. VIDEO
Diferencias entre marketing y publicidad Nuestra labor en Gestion.org se basa en aclarar conceptos, por ello vamos a mostrar las diferencias entre marketing y publicidad, ya que muchos confunden ambas cosas. La publicidad es una llamada a la atención sobre un producto o servicio , generalmente mediante anuncios pagados que incluyen un mensaje persuasivo . El marketing es más global. Comprende una planificación y ejecución de actividades comerciales de cara a la consecución de ventas. Después de ver ambas definiciones es fácil adivinar que la publicidad forma parte del proceso de marketing. Una estrategia de marketing tiene que visibilizar un producto o servicio y para ello hay que anunciarlo de diferentes formas. Ahí es donde entra la publicidad, que suele ser la vertiente del marketing donde más dinero se invierte. ¿Qué más acciones forman parte de las estrategias de marketing?
Las empresas que tienen departamento de marketing se encargan también de la publicidad. Esta tiene que ser estudiada y diseñada cuidadosamente debido a su alto coste.
Diferencias entre publicidad y propaganda Al igual que sucede en el caso anterior, publicidad y propaganda son conceptos que se utilizan como sinónimos cuando no es así. Como hemos visto, la publicidad consiste en posicionar una marca. La propaganda, en cambio, intenta influir en la forma de pensar de un público concreto. Dados sus objetivos, la propaganda se ha ganado una cierta mala fama, ya que suele presentar información parcial, imprecisa e incompleta con el objetivo de convencer de algo, que suele ser el apoyo o rechazo a una ideología. Otras características de la propaganda son el uso de exagerado de estereotipos y generalizaciones. En ocasiones la propaganda se utiliza con fines no éticos, lo cual puede hacerla una herramienta de censura. Los partidos políticos son quienes más utilizan la propaganda.
Las tendencias más rompedoras en publicidad creativa Esto de los anuncios se está poniendo cada vez más difícil. Estamos tan expuestos a ellos que cada vez es más complicado llamar la atención del consumidor potencial . Por ello los publicistas están llevando a cabo estrategias que a los ojos de quien no entiende de esto parecen muy originales, pero, como acabamos de ver, están muy estudiadas. Vamos a ver algunas de ellas.
1. Publicidad de guerrilla Se trata de anuncios poco convencionales, hemos más que otra cosa a base de creatividad. Como ves, en esto se fundamenta también el marketing de guerrilla. Este tipo de anuncios, normalmente, suelen ser imágenes curiosas, que llaman la atención, dentro de lo que es la imagen y el tono de la marca que se quiere promocionar. No hay que confundir la publicidad de guerrilla con salir a la calle dando gritos para anunciar tu producto. En el siguiente vídeo tienes una serie de imágenes ejemplo de este tipo de publicidad. Seguro que ninguna de ellas te deja indiferente. VIDEO
2. Publicidad con metáfora Un tipo de recurso literario que da muy buen resultado en los eslóganes publicitarios es el uso de metáforas. Una metáfora es una sobre un objeto, persona o idea pero que se aplica a otro concepto para dar a entender que hay un parecido entre ambos. A continuación verás un vídeo donde aparece publicidad con metáforas visuales. Una de ellas es la asimilación de la velocidad con el animal más veloz, el guepardo, en un anuncio de bicicletas. VIDEO
3. Publicidad agresiva En estos anuncios se trata de ser originales, llamar la atención e incluso crear cierta polémica. Incluso en ocasiones incluyen imágenes que pueden herir sensibilidades. En el siguiente vídeo tienes algunos ejemplos. VIDEO Para terminar, no podíamos dejar de considerar la publicidad de Nike. Esta marca muestra a deportistas de élite en muchos de sus anuncios, lo cual le da un halo de calidad y prestigio. VIDEO
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