{"id":196,"date":"2007-07-19T20:08:18","date_gmt":"2007-07-19T18:08:18","guid":{"rendered":"http:\/\/www.evasanagustin.com\/workaholic\/?p=196"},"modified":"2007-07-19T20:10:37","modified_gmt":"2007-07-19T18:10:37","slug":"ad-rentabilidad-del-patrocinio","status":"publish","type":"post","link":"https:\/\/www.evasanagustin.com\/workaholic\/2007\/07\/19\/ad-rentabilidad-del-patrocinio\/","title":{"rendered":"[AD] Rentabilidad del patrocinio"},"content":{"rendered":"<p>Ya no recuerdo c\u00f3mo llegu\u00e9 a <a href=\"http:\/\/www.cincodias.com\/articulo\/empresas\/Mancebo\/_Javier\/puede\/medir\/rentabilidad\/patrocinios\/deportivos\/cdscdi\/20040323cdscdiemp_38\/Tes\/\" target=\"_blank\">este antinguo art\u00edculo<\/a> publicado en <em>Cinco d\u00edas<\/em> pero me siguen sorprendiendo algunas\u00a0declaraciones del director de \u00e1rea de patrocinio de Media Planning Group sobre la rentabilidad del patrocinio deportivo:<\/p>\n<ul>\n<li>\u00abEl 90% de las acciones no responden a objetivos claros. Al preguntar a muchas marcas por qu\u00e9 invierten en patrocinio deportivo, contestan simplemente que <strong>hay que estar<\/strong>\u00ab.\u00a0<\/li>\n<li>Su sistema de medici\u00f3n \u00abanaliza la <strong>presencia de la marca en las noticias<\/strong> que ha generado, el grado de <strong>asociaci\u00f3n de la marca al evento<\/strong> y el <strong>recuerdo<\/strong> de la misma\u00bb.<\/li>\n<li>\u00abToda esta informaci\u00f3n se consigue mediante <strong>trackings telef\u00f3nicos aleatorios<\/strong> en momentos pr\u00f3ximos a la celebraci\u00f3n de los campeonatos o competiciones.\u00bb<\/li>\n<li>\u00abSe puede medir la <strong>eficacia<\/strong> para saber si se han cumplido los objetivos y la <strong>eficiencia<\/strong> y, por tanto, conocer si el coste ha sido el adecuado.\u00bb<\/li>\n<li>\u00abCon esta m\u00e9trica obtenemos lo que denominamos el <strong>&#8216;equivalente publicitario&#8217; o la cantidad que tendr\u00eda que invertir el anunciante en publicidad convencional<\/strong> si quisiera conseguir los mismos resultados que los que derivan del patrocinio.\u00bb<\/li>\n<li>\u00abEl 80% del total del patrocinio en Espa\u00f1a se destina a <strong>eventos deportivos<\/strong>.\u00bb<\/li>\n<li>\u00abCon nuestras m\u00e9tricas sabemos que las <strong>vallas fijas en el<\/strong> f\u00fatbol presentan un 10% de efectividad con relaci\u00f3n a la publicidad convencional o los spots de televisi\u00f3n. Las <strong>vallas m\u00f3viles alcanzan un 35% de efectividad<\/strong> respecto a la publicidad en televisi\u00f3n\u00bb.<\/li>\n<\/ul>\n<p>S\u00f3lo un comentario respecto a esto \u00faltimo:\u00a0a mi siempre me llama la atenci\u00f3n que los carteles del suelo al lado de las porter\u00edas est\u00e9n deformados para que se puedan ver bien por televisi\u00f3n (s\u00ed en eso me fijo, es que el f\u00fatbol no es lo m\u00edo).<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ya no recuerdo c\u00f3mo llegu\u00e9 a este antinguo art\u00edculo publicado en Cinco d\u00edas pero me siguen sorprendiendo algunas\u00a0declaraciones del director de \u00e1rea de patrocinio de Media Planning Group sobre la rentabilidad del patrocinio deportivo: \u00abEl 90% de las acciones no responden a objetivos claros. Al preguntar a muchas marcas por qu\u00e9 invierten en patrocinio deportivo, [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[2],"tags":[46,50,140],"class_list":["post-196","post","type-post","status-publish","format-standard","hentry","category-publicidad","tag-deporte","tag-futbol","tag-patrocinio"],"_links":{"self":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/196","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/comments?post=196"}],"version-history":[{"count":0,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/196\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/media?parent=196"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/categories?post=196"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/tags?post=196"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}