{"id":2545,"date":"2010-01-04T21:58:53","date_gmt":"2010-01-04T20:58:53","guid":{"rendered":"http:\/\/www.evasanagustin.com\/workaholic\/?p=2545"},"modified":"2010-01-10T12:10:46","modified_gmt":"2010-01-10T11:10:46","slug":"ad-normas-para-vender-un-perfume","status":"publish","type":"post","link":"https:\/\/www.evasanagustin.com\/workaholic\/2010\/01\/04\/ad-normas-para-vender-un-perfume\/","title":{"rendered":"[AD] Normas para vender un perfume"},"content":{"rendered":"

No es la primera vez que el tema de los perfumes<\/a> se cuela en d+m. Hace poco trat\u00e9 de explicar la misi\u00f3n imposible de encontrar uno<\/a>\u00a0 y hoy es Luc\u00eda Etxebarr\u00eda quien me anima a hablar de ello desde su columna \u00abAroma de consumismo<\/a>\u00bb en el diario adn<\/em>.<\/p>\n

Seg\u00fan ella, en un corte publicitario emitieron\u00a017 anuncios de perfume (est\u00e1 claro que no estaba viendo tve). Con ese continuo bombardeo, cualquiera dir\u00eda que\u00a0diferenciarse es dif\u00edcil<\/strong> (llamar la atenci\u00f3n ya roza lo imposible). A\u00fan as\u00ed, en lugar de tirar de\u00a0creatividad,\u00a0el sector\u00a0apuesta por repetir las mismas\u00a0\u00bfmalas? costumbres.<\/div>\n
\u00a0<\/div>\n
Tal y como Luc\u00eda apunta, parece haber tres normas b\u00e1sicas a la hora de crear una campa\u00f1a de perfumes<\/strong> (complementar\u00edas a las que ya se\u00f1al\u00e9<\/a>):<\/div>\n
    \n
  • un famoso al que endos\u00e1rselo<\/li>\n
  • acento extranjero, l\u00e9ase franc\u00e9s o ingl\u00e9s, de la voz en off<\/li>\n
  • falta de informaci\u00f3n sobre el producto<\/li>\n<\/ul>\n

    El de perfumes debe ser uno de los pocos mercados que pueden permitirse el lujo de no decir nada sobre c\u00f3mo es su producto. Casi ninguno\u00a0incluye referencias a sus componentes<\/strong> (quiz\u00e1 es que son tan secretos como los de la Coca-cola). Como muchos algunas frutas (la manzana es recurrente), pero poco m\u00e1s acerca de su fabricaci\u00f3n.<\/p>\n

    Queda entonces la opci\u00f3n de mostrar los\u00a0beneficios<\/strong>. \u00bfY qu\u00e9 venden realmente los spots de perfumes? \u00c9xito<\/strong> (en el amor casi exclusivamente). As\u00ed que como razonar una hipot\u00e9tica relaci\u00f3n ente olor y \u00e9xito es francamente dif\u00edcil (\u00bfse liga m\u00e1s si se huele a algo?) y adem\u00e1s puede llevar al\u00a0cliente potencial a brazos de la competencia (\u00bfestudios cl\u00ednicos demuestran que el m\u00edo funciona\/huele mejor?), es m\u00e1s f\u00e1cil refugiarse en historias m\u00e1s o menos bien contadas pero alineadas con el target por si suena la flauta y nos llevan embriagados a la perfumer\u00eda a probarlo para comprarlo y\/o a regalarlo.<\/p>\n

    Aunque la experiencia de oler ese perfume, sin saber\u00a0c\u00f3mo est\u00e1 hecho, puede ser hasta repugnante (confiesa, \u00bfcu\u00e1ntos frascos regalados\u00a0has tirado sin usar?) y esa sensaci\u00f3n no se puede borrar con ninguna historia.<\/p>\n","protected":false},"excerpt":{"rendered":"

    No es la primera vez que el tema de los perfumes se cuela en d+m. Hace poco trat\u00e9 de explicar la misi\u00f3n imposible de encontrar uno\u00a0 y hoy es Luc\u00eda Etxebarr\u00eda quien me anima a hablar de ello desde su columna \u00abAroma de consumismo\u00bb en el diario adn. Seg\u00fan ella, en un corte publicitario emitieron\u00a017 […]<\/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":[346],"class_list":["post-2545","post","type-post","status-publish","format-standard","hentry","category-publicidad","tag-marcas-de-perfumes"],"_links":{"self":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/2545","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=2545"}],"version-history":[{"count":6,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/2545\/revisions"}],"predecessor-version":[{"id":2550,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/2545\/revisions\/2550"}],"wp:attachment":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/media?parent=2545"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/categories?post=2545"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/tags?post=2545"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}