{"id":283,"date":"2007-11-19T21:28:50","date_gmt":"2007-11-19T20:28:50","guid":{"rendered":"http:\/\/www.evasanagustin.com\/workaholic\/?p=283"},"modified":"2007-11-20T21:18:25","modified_gmt":"2007-11-20T20:18:25","slug":"ad-gasto-de-la-publicidad-institucional","status":"publish","type":"post","link":"https:\/\/www.evasanagustin.com\/workaholic\/2007\/11\/19\/ad-gasto-de-la-publicidad-institucional\/","title":{"rendered":"[AD] Gasto de la publicidad institucional"},"content":{"rendered":"<p>Justo hace una semana que <em>El Peri\u00f3dico<\/em> publicaba la noticia \u00ab<a href=\"http:\/\/www.elperiodico.com\/default.asp?idpublicacio_PK=46&#038;idioma=CAS&#038;idnoticia_PK=457888&#038;idseccio_PK=1008\" target=\"_blank\">El Gobierno dispara los gastos de publicidad en v\u00edsperas electorales<\/a>\u00bb en la que se detalla la inversi\u00f3n prevista para cada ministerio en el <a href=\"http:\/\/www.la-moncloa.es\/NR\/exeres\/AF084693-6432-4181-AEB0-78936BCB0015,frameless.htm?NRMODE=Published\" target=\"_blank\">Plan de Publicidad y Comunicaci\u00f3n Institucional del Gobierno del 2007<\/a>.<\/p>\n<p>El total suma <strong>268 millones de euros repartidos en 176 campa\u00f1as<\/strong> lo que supone un aumento del 27,8% respecto al 2006 y 10 campa\u00f1as menos.<\/p>\n<p>Antes de apuntar c\u00f3mo se reparten estos millones los ministerios, es interesante ver qu\u00e9 \u00abherramientas de comunicaci\u00f3n\u00bb se pensaron para las diferentes campa\u00f1as:<\/p>\n<ul>\n<li>El 72% de las campa\u00f1as insertar\u00e1n anuncios en la prensa escrita<\/li>\n<li>El 54% de las campa\u00f1as prev\u00e9n insertar anuncios en Internet<\/li>\n<li>El 52% en radio<\/li>\n<li>El 43% en televisi\u00f3n<\/li>\n<li>El 35% en soportes exteriores<\/li>\n<li>Quedan con porcentajes menores el m\u00e1rketing directo postal y las relaciones p\u00fablicas.<\/li>\n<\/ul>\n<p>Me sorprende gratamente que Internet est\u00e9 por encima de la televisi\u00f3n y se confirman mis sospechas de que la publicidad en prensa es la estrella institucional.<\/p>\n<p>Ser\u00eda interesante comparar los presupuestos generales de cada ministerio para ver a qu\u00e9 porcentaje equivale al gasto publicitario. <em>El Peri\u00f3dico<\/em> se\u00f1ala que\u00a0\u00abel total multiplica por nueve la partida destinada este a\u00f1o a mejorar el servicio de Cercan\u00edas de Renfe en Barcelona\u00bb as\u00ed que mejor no entrar en mucha investigaci\u00f3n.<\/p>\n<p>Como dec\u00eda, acabo con los n\u00fameros. As\u00ed\u00a0se reparten los ministerios los millones destinados a publicidad institucional (ordenados por n\u00famero de campa\u00f1as):<\/p>\n<p><!--more--><\/p>\n<ul>\n<li>Industria, Turismo y Comercio: 34\u00a0campa\u00f1as; 78,41 millones<\/li>\n<li>Fomento: 22 campa\u00f1as; 31,56 millones<\/li>\n<li>Medio Ambiente: 21 campa\u00f1as;\u00a0 14,61 millones<\/li>\n<li>Interior: 13 campa\u00f1as; 18,73 millones<\/li>\n<li>Trabajo y Asuntos Sociales: 12 campa\u00f1as; 23,46 millones<\/li>\n<li>Justicia: 11 campa\u00f1as; 0,11 millones<\/li>\n<li>Econom\u00eda y Hacienda: 10 campa\u00f1as; 15,34 millones<\/li>\n<li>Sanidad y Consumo: 10 campa\u00f1as; 22,90 millones<\/li>\n<li>Presidencia: 9 campa\u00f1as; 1,72 millones<\/li>\n<li>Educaci\u00f3n: 9 campa\u00f1as; 11,77 millones<\/li>\n<li>Agricultura: 8 campa\u00f1as; 12,07 millones<\/li>\n<li>Cultura: 5 campa\u00f1as; 8,94 millones<\/li>\n<li>Asuntos exteriores: 5 campa\u00f1as; 2,43 millones<\/li>\n<li>Administraciones p\u00fablicas: 3 campa\u00f1as; 6 millones<\/li>\n<li>Vivienda: 3 campa\u00f1as; 8 millones<\/li>\n<li>Defensa: 1 campa\u00f1as; 11,96 millones<\/li>\n<\/ul>\n<p>En el <a href=\"http:\/\/www.la-moncloa.es\/NR\/rdonlyres\/AF084693-6432-4181-AEB0-78936BCB0015\/84296\/PlanDefinitivoPublicidadyComunicaci\u00f3nInstitucional.pdf\" target=\"_blank\">documento del Plan<\/a> puede verse el detalle de las campa\u00f1as. Habr\u00eda que ver tambi\u00e9n los tipos de campa\u00f1as para entender, por ejemplo\u00a0por qu\u00e9 con menos dinero se puede hacer el triple de campa\u00f1as como es el caso de Vivienda y Defensa.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Justo hace una semana que El Peri\u00f3dico publicaba la noticia \u00abEl Gobierno dispara los gastos de publicidad en v\u00edsperas electorales\u00bb en la que se detalla la inversi\u00f3n prevista para cada ministerio en el Plan de Publicidad y Comunicaci\u00f3n Institucional del Gobierno del 2007. El total suma 268 millones de euros repartidos en 176 campa\u00f1as lo [&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":[130,247,94,112,275,110],"class_list":["post-283","post","type-post","status-publish","format-standard","hentry","category-publicidad","tag-marketing-directo","tag-marketing-online","tag-politica","tag-publicidad-exterior","tag-publicidad-grafica","tag-relaciones-publicas"],"_links":{"self":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/283","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=283"}],"version-history":[{"count":0,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/283\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/media?parent=283"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/categories?post=283"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/tags?post=283"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}