{"id":359,"date":"2008-04-25T16:08:22","date_gmt":"2008-04-25T14:08:22","guid":{"rendered":"http:\/\/www.evasanagustin.com\/workaholic\/?p=359"},"modified":"2026-01-05T13:59:40","modified_gmt":"2026-01-05T12:59:40","slug":"ad-comprar-sin-ver-el-producto","status":"publish","type":"post","link":"https:\/\/www.evasanagustin.com\/workaholic\/2008\/04\/25\/ad-comprar-sin-ver-el-producto\/","title":{"rendered":"[AD] Comprar sin ver el producto"},"content":{"rendered":"<p>Lo habitual en un anuncio gr\u00e1fico o spot es evidenciar al m\u00e1ximo la marca para, precisamente, marcar a fuego en la cabecita del consumidor qu\u00e9 ha de comprar. Esto pasa cuando los\u00a0productos se anuncian bas\u00e1ndose en la raz\u00f3n. Aunque tambi\u00e9n hay anuncios llam\u00e9moslos conceptuales que <strong>no venden el propio producto sino la experiencia de usarlo<\/strong> (sinceramente, los m\u00e1s interesantes).<\/p>\n<p>Este tipo de publicidad era l\u00f3gicamente usada para\u00a0servicios intangibles que no se pod\u00edan plasmar en un anuncio. Pero desde que <strong>pr\u00e1cticamente todos los productos son iguales<\/strong> y\u00a0lo \u00fanico que los diferencia es la marca y el <em>status<\/em> que proporciona ser su usuario, cada vez se ven m\u00e1s este tipo de anuncios.<\/p>\n<p>As\u00ed ya casi es normal que, por ejemplo,\u00a0Aquarius se anunciase\u00a0<a href=\"http:\/\/www.evasanagustin.com\/workaholic\/?p=338\">sin ense\u00f1arnos su producto<\/a> (en la versi\u00f3n que se emite m\u00e1s recientemente s\u00ed vemos las latas, algo es algo) o que el Seat Cupra no aparezca en <a href=\"http:\/\/www.ibelieveinadv.com\/2008\/04\/seat-leon-cupra-windmills\/\" target=\"_blank\">esta gr\u00e1fica italiana<\/a>.<\/p>\n<p>Y, siguiendo con la carretera, el\u00a0ret\u00f3rico\u00a0slogan de BMW \u00ab\u00bfTe gusta conducir?\u00bb sirve de fant\u00e1stico ejemplo para ver que lo que se vende\u00a0es\u00a0el placer (en Seat lo llaman \u00abautoemoci\u00f3n\u00bb) que proporcionar\u00e1 llevar el coche, no el veh\u00edculo en s\u00ed mismo. En esta l\u00ednea tambi\u00e9n van el \u00ab<a href=\"http:\/\/miraloqueveo.com\/2008\/04\/21\/cuenta-paisajes-con-el-nuevo-honda-cr-v\/\" target=\"_blank\">Ir, quiz\u00e1 sea la raz\u00f3n por la que vas<\/a>\u00bb del nuevo Honda CR-V y hasta\u00a0\u00abLo mejor del viaje es el camino. Conduce y disfruta\u00bb de Buckler.<\/p>\n<p>Este tipo de anuncios s\u00ed pueden despertarme el inter\u00e9s, en este caso, de conducir. La duda que planteo es si por no mostrar el producto se pierde la posibilidad que vaya a un concesionario\u00a0de esa marca y me acabe comprando otro coche. En el caso de Aquarius si me despiertan la sed y me tomo una Coca-Cola todo queda en casa, pero en cuesti\u00f3n de coches el mercado est\u00e1 mucho m\u00e1s dividido.<\/p>\n<p>Por cierto, otro t\u00edtulo que estaba barajando para este post era \u00abAnunciar sin ense\u00f1ar el producto\u00bb.<\/p>\n<p><strong><em>Actualizaci\u00f3n 28 de abril<\/em><\/strong>: otro ejemplo de anuncio sin mostrar el producto, <a href=\"http:\/\/fumadaestrategica.com\/2008\/04\/28\/jeep-mexico.php\" target=\"_blank\">Jeep<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Lo habitual en un anuncio gr\u00e1fico o spot es evidenciar al m\u00e1ximo la marca para, precisamente, marcar a fuego en la cabecita del consumidor qu\u00e9 ha de comprar. Esto pasa cuando los\u00a0productos se anuncian bas\u00e1ndose en la raz\u00f3n. Aunque tambi\u00e9n hay anuncios llam\u00e9moslos conceptuales que no venden el propio producto sino la experiencia de usarlo [&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":[176,119,235,415],"class_list":["post-359","post","type-post","status-publish","format-standard","hentry","category-publicidad","tag-coca-cola","tag-marcas-de-bebidas-alcoholicas","tag-marcas-de-bebidas-no-alcoholicas","tag-marcas-coches"],"_links":{"self":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/359","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=359"}],"version-history":[{"count":1,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/359\/revisions"}],"predecessor-version":[{"id":6502,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/359\/revisions\/6502"}],"wp:attachment":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/media?parent=359"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/categories?post=359"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/tags?post=359"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}