{"id":2469,"date":"2006-12-17T18:08:00","date_gmt":"2006-12-17T17:08:00","guid":{"rendered":"http:\/\/www.evasanagustin.com\/workaholic\/2006\/12\/17\/ad-publicidad-exterior\/"},"modified":"2010-07-15T23:32:28","modified_gmt":"2010-07-15T21:32:28","slug":"ad-publicidad-exterior","status":"publish","type":"post","link":"https:\/\/www.evasanagustin.com\/workaholic\/2006\/12\/17\/ad-publicidad-exterior\/","title":{"rendered":"[AD] Publicidad exterior"},"content":{"rendered":"

Si Luis Bassat define la publicidad como \u00abla Celestina que pone en contacto producto y consumidor, procurando que se produzca el flechazo<\/strong>\u00ab, \u00bfla exterior ser\u00eda un grito desesperado por llamar la atenci\u00f3n del consumidor?<\/p>\n

El propio Bassat argumenta cinco ventajas<\/strong> a favor de este tipo de publicidad (impacto, segmentaci\u00f3n, flexibilidad, atractivo y polivalencia) y afirma que un valla deber\u00eda ser \u00abun pu\u00f1etazo en el ojo\u00bb.<\/p>\n

Desde el punto de vista publicitario no se puede negar que es una gran oportunidad para llamar la atenci\u00f3n, como peat\u00f3n prefiero las lonas que proyectan la fachada despu\u00e9s de la remodelaci\u00f3n (con la t\u00edpica frase de patrocinadores), como propietario privarme de una ventana al exterior no tiene precio. Pero para el Ayuntamiento que corresponda s\u00ed.<\/p>\n

El caso de Barcelona<\/strong>
Hace ya unos meses que se daba a conocer el balance de publicidad exterior<\/a> del Ajuntament de Barcelona. Seg\u00fan la ordenanza vigente (desde 1999), est\u00e1n autorizados cuatro soportes (del graffiti publicitario<\/a> a\u00fan no se habla):<\/p>\n

* r\u00f3tulos luminosos: parte alta de edificios
* vallas: obras en solares
* lonas: sobre andamios en las fachadas
* mobiliario urbano: opis y marquesinas<\/p>\n

Recuento. Luminosos: 220; vallas: 1.131; lonas: 102; mobiliario urbano: m\u00e1s de 1.000. Beneficios de las lonas: 1.700.000 euros este a\u00f1o.<\/p>\n

Adem\u00e1s, colocar las lonas supone para el anunciante la financiaci\u00f3n de entre el 70 y el 100% del coste de rehabilitaci\u00f3n de la fachada. En el caso de las vallas, el operador de publicidad despu\u00e9s de rehabilitar la pared puede instalar publicidad durante cuatro a\u00f1os y despu\u00e9s se compromete a retirar las estructuras.<\/p>\n

Temas relacionados<\/strong>
[AD] Tipos de publicidad seg\u00fan el medio<\/a>
[AD] Patines publicitarios<\/a>
[AD] Impactos en el Metro<\/a><\/p>\n

\u00bfM\u00e1s temas? Sigue atent@ y, si quieres, lo leer\u00e1s aqu\u00ed.<\/p>\n","protected":false},"excerpt":{"rendered":"

Si Luis Bassat define la publicidad como \u00abla Celestina que pone en contacto producto y consumidor, procurando que se produzca el flechazo\u00ab, \u00bfla exterior ser\u00eda un grito desesperado por llamar la atenci\u00f3n del consumidor? El propio Bassat argumenta cinco ventajas a favor de este tipo de publicidad (impacto, segmentaci\u00f3n, flexibilidad, atractivo y polivalencia) y afirma […]<\/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":[390,2],"tags":[],"class_list":["post-2469","post","type-post","status-publish","format-standard","hentry","category-ideas-blogger","category-publicidad"],"_links":{"self":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/2469","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=2469"}],"version-history":[{"count":1,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/2469\/revisions"}],"predecessor-version":[{"id":2804,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/2469\/revisions\/2804"}],"wp:attachment":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/media?parent=2469"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/categories?post=2469"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/tags?post=2469"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}