{"id":344,"date":"2008-03-20T17:48:33","date_gmt":"2008-03-20T16:48:33","guid":{"rendered":"http:\/\/www.evasanagustin.com\/workaholic\/?p=344"},"modified":"2008-03-20T17:52:01","modified_gmt":"2008-03-20T16:52:01","slug":"ad-simples-detergentes","status":"publish","type":"post","link":"https:\/\/www.evasanagustin.com\/workaholic\/2008\/03\/20\/ad-simples-detergentes\/","title":{"rendered":"[AD] Simples detergentes"},"content":{"rendered":"

Este martes la pregunta del lector de El Peri\u00f3dico<\/em> parec\u00eda contradecir la vi\u00f1eta<\/a> que hace unos meses coment\u00e1bamos: \u00ab\u00bfPor qu\u00e9 los anuncios de detergente son tan simples?<\/strong>\u00ab.<\/p>\n

La respuesta la daba Jordi Ventura, Director General de la Associaci\u00f3 Empresarial Catalana de Publicitat<\/a>. La copio tal cual ya que no he encontrado el texto en la web del diario:<\/p>\n

\u00abHay amas de casa que, teniendo en cuenta que no hay mucha diferencia entre productos, compran la lej\u00eda de oferta, excepto si piensan que puede da\u00f1ar su lavadora. Por el contrario, hay otras que a\u00fan dejan de tender la ropa en el terrado si creen que no est\u00e1 lo bastante blanca. A estas consumidoras es a quienes se intenta fidelizar hacia una marca<\/strong>.<\/p>\n

Aceptando el riesgo que supone esta afirmaci\u00f3n, el primer grupo ser\u00edan amas de casa j\u00f3venes y urbanas, y el segundo, un\u00a0poco m\u00e1s maduras y residentes en zonas m\u00e1s reducidas<\/strong>. La raz\u00f3n de que estos anuncios sean simples -que no tontos- es que a las personas sencillas hay que dirig\u00edrseles de manera sencilla<\/strong>, pues sus c\u00f3digos son igualmente sencillos. Esto no se ha de tomar como una falta de respeto hacia estas personas, sino como\u00a0la obligada adecuaci\u00f3n a las diferentes realidades de cada colectivo<\/strong>.\u00bb<\/p>\n

Empieza bien, explicando las diferentes consumidoras de este tipo de productos. Yo he visto claramente a las chicas en la oficina con camisas blancas y compartiendo el secreto de\u00a0Neutrex futura en el primer caso; y a la mujer que tiende la ropa en el campo con unos ni\u00f1os jugando al escondite en el segundo.<\/p>\n

Pero, quiz\u00e1 por tratar de ser pol\u00edticamente correcto (y no tengo claro que lo haya sidodel todo), deja para el final la frase m\u00e1s importante y la verdadera respuesta: la publicidad ha de adecuarse al target<\/strong>.<\/p>\n","protected":false},"excerpt":{"rendered":"

Este martes la pregunta del lector de El Peri\u00f3dico parec\u00eda contradecir la vi\u00f1eta que hace unos meses coment\u00e1bamos: \u00ab\u00bfPor qu\u00e9 los anuncios de detergente son tan simples?\u00ab. La respuesta la daba Jordi Ventura, Director General de la Associaci\u00f3 Empresarial Catalana de Publicitat. La copio tal cual ya que no he encontrado el texto en la […]<\/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":[123,201,152],"class_list":["post-344","post","type-post","status-publish","format-standard","hentry","category-publicidad","tag-efectividad-de-la-publicidad","tag-fidelizacion","tag-publicidad-de-genero"],"_links":{"self":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/344","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=344"}],"version-history":[{"count":0,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/344\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/media?parent=344"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/categories?post=344"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/tags?post=344"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}