{"id":2364,"date":"2019-05-15T08:53:52","date_gmt":"2019-05-15T08:53:52","guid":{"rendered":"https:\/\/www.mosaiking.com\/?p=2364"},"modified":"2019-05-15T08:53:52","modified_gmt":"2019-05-15T08:53:52","slug":"mosaiking-comunicacio-els-7-manaments","status":"publish","type":"post","link":"https:\/\/mosaiking.com\/es\/mosaiking-comunicacio-els-7-manaments\/","title":{"rendered":"Els 7 manaments"},"content":{"rendered":"<p><span style=\"color: #000000;\">Recordo, quan tenia uns 10 anys, un dia a casa jugant amb la meva cosina Eul\u00e0lia. De fons, la remor d\u2019un televisor en blanc i negre, probablement era <em>La clave<\/em>. De sobte, aquella veu mon\u00f2tona i en castell\u00e0 (\u00e9s clar) canvia. Sonen trompetes celestials: els anuncis! Deixo el que estic fent i a l&#8217;Eul\u00e0lia amb cara de <em>qu\u00e8 li passa ara a aquesta<\/em>, i surto corrent per plantar-me davant la tele. El meu pare ha aprofitat per anar a la cuina. I quan torna em pregunta:<\/span><\/p>\n<p><span style=\"color: #000000;\">\u2014Marta, qu\u00e8 hi fas aqu\u00ed davant palplantada?<\/span><br \/>\n<span style=\"color: #000000;\">\u2014Veig hist\u00f2ries! \u2014li responc seriosa.<\/span><\/p>\n<p><span style=\"color: #000000;\">Recordo com va riure el meu pare. No ho vaig entendre. Que no eren hist\u00f2ries? El que a mi em fascinava em segueix fascinant. Veure\u2019n i fer-ne! <strong><span style=\"color: #ff00ff;\">Reconec que em segueixo encantant davant els anuncis que estan ben fets<\/span>.\u00a0<\/strong>O no aixequeu la vista i us quedeu contemplant l\u2019anunci de l\u2019aigua de Veri que estan emetent aquests dies?<\/span><\/p>\n<p><span style=\"color: #000000;\">El publicista David Ogilvy (1911-1999), l\u2019any 1983, va escriure <em>Ogilvy on Advertising<\/em>, i les seves lli\u00e7ons encara s\u00f3n vigents avui. Per alguna ra\u00f3 es deu dir que les idees dels genis perduren en el temps. Aqu\u00ed us n\u2019apunto 7. Els seus 7 manaments&#8230;<\/span><\/p>\n<p><span style=\"color: #000000;\"><strong>1. El prop\u00f2sit de la publicitat \u00e9s vendre. Que no t\u2019enredin.<br \/>\n2. Defineix clarament el teu posicionament: qu\u00e8 i per a qui.<br \/>\n3. Destaca el teu producte en all\u00f2 que \u00e9s diferent.<br \/>\n4. Estudia detalladament el teu consumidor.<br \/>\n5. Pensa en el consumidor com si fos la teva parella; vol tota la informaci\u00f3 que puguis donar-li.<br \/>\n6. Parla-li amb el llenguatge que usa quotidianament.<br \/>\n7. Escriu excel\u00b7lents titulars i haur\u00e0s invertit correctament el 80\u00a0% dels teus diners.<\/strong><\/span><\/p>\n<p><span style=\"color: #000000;\">Parlem del cas de Veri.\u00a0<a style=\"color: #000000;\" href=\"https:\/\/www.veri.es\/ca\/pur-Pirineu\" data-cke-saved-href=\"https:\/\/www.veri.es\/ca\/pur-Pirineu\">Aqu\u00ed l\u2019anunci (els anuncis perqu\u00e8 en s\u00f3n 4) per qui no el tingui al cap.<\/a> Estil, car\u00e0cter propi, simplicitat. I nom\u00e9s \u00e9s aigua. Doncs aix\u00f2, aigua.<\/span><br \/>\n<span style=\"color: #000000;\">Qu\u00e8 volen vendre? Aigua. Qu\u00e8 mostren? Aigua. A qui? A qui se la beur\u00e0 en l\u2019horari en qu\u00e8 es beu aigua. I per aix\u00f2 ens ensenyen d\u2019on prov\u00e9 l\u2019aigua\u2026 Ho sabem, oi? Llenguatge simple, ras i curt: aigua pura del Pirineu. Dins un suport impactant per la seva senzillesa i, alhora, profunditat: <em>Que aqu\u00ed no passi res \u00e9s el millor que pot passar.<\/em>Aix\u00f2 s\u00ed, amb una imatge i un so impecables. La realitzaci\u00f3 \u00e9s excelsa.<\/span><br \/>\n<span style=\"color: #000000;\">I tots pendents de la pantalla, per si passa alguna cosa, i encara que l\u2019hagis vist cent vegades en continues pendent. No fos cas que en una anterior ocasi\u00f3 se t\u2019hagu\u00e9s escapat aquell detall\u2026 Una branca que cau pel pes de la neu! (Oooh! Esp\u00f2iler!).<\/span><br \/>\n<span style=\"color: #000000;\">I davant el passad\u00eds del s\u00faper on hi ha les aig\u00fces envasades, quin anunci recordar\u00e0s?<\/span><\/p>\n<p><span style=\"color: #000000;\"><strong><span style=\"color: #ff00ff;\">I tu? Com comuniques la teva marca? Vols que t\u2019ajudem a fer-la not\u00f2ria?<\/span>\u00a0<\/strong>No cal que siguis Veri per tenir una campanya not\u00f2ria&#8230; <\/span><\/p>\n<p><span style=\"color: #000000;\">Recorda que ho explico a <a style=\"color: #000000;\" href=\"https:\/\/www.mosaiking.com\/llibre-aroma-de-marca\/\"><em><span style=\"color: #ff00ff;\"><strong>Aroma de Marca<\/strong><\/span><\/em><\/a><strong>,<\/strong> el meu primer llibre, publicat per Cosset\u00e0nia. S\u00f3n 15 hist\u00f2ries reals, f\u00e0cils i divertides, de com crear i difondre la teva marca.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Recordo, quan tenia uns 10 anys, un dia a casa jugant amb la meva cosina Eul\u00e0lia. De fons, la remor d\u2019un televisor en blanc i negre, probablement era La clave. De sobte, aquella veu mon\u00f2tona i en castell\u00e0 (\u00e9s clar) canvia. Sonen trompetes celestials: els anuncis! Deixo el que estic fent i a l&#8217;Eul\u00e0lia amb [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":2366,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"ocean_post_layout":"","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"","ocean_second_sidebar":"","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"","ocean_custom_header_template":"","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"","ocean_menu_typo_font_family":"","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"default","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"","_joinchat":[],"ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"on","ocean_gallery_id":[],"footnotes":""},"categories":[10],"tags":[38,29,16,17,19,21,22],"class_list":["post-2364","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualitat","tag-aroma-de-marca","tag-barcelona","tag-branding","tag-comunicacio","tag-marca","tag-publicitat","tag-sarria","entry","has-media"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Els 7 manaments per tenir una bona campanya de publicitat | Marta Royo<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mosaiking.com\/es\/mosaiking-comunicacio-els-7-manaments\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Els 7 manaments per tenir una bona campanya de publicitat | Marta Royo\" \/>\n<meta property=\"og:description\" content=\"Recordo, quan tenia uns 10 anys, un dia a casa jugant amb la meva cosina Eul\u00e0lia. 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