{"id":3857,"date":"2020-09-25T07:00:37","date_gmt":"2020-09-25T05:00:37","guid":{"rendered":"https:\/\/www.mosaiking.com\/?p=3857"},"modified":"2020-09-25T07:00:37","modified_gmt":"2020-09-25T05:00:37","slug":"disseny-de-campanyes-publicitaries","status":"publish","type":"post","link":"https:\/\/mosaiking.com\/es\/disseny-de-campanyes-publicitaries\/","title":{"rendered":"El disseny de campanyes de publicitat s\u00ed que importa"},"content":{"rendered":"\n<ul class=\"wp-block-list\"><li><em>M\u2019he gastat un dineral en una campanya de premsa i no he rebut cap trucada.<\/em><\/li><li><em>I la campanya?<\/em><\/li><li><em>Doncs aix\u00f2, una campanya de premsa i r\u00e0dio&#8230;<\/em><\/li><li><em>No, la campanya de publicitat. La <strong>creaci\u00f3 i el disseny de la campanya de publicitat.<\/strong><\/em><\/li><li><em>La vam fer nosaltres internament; amb el logotip, unes fotografies i una frase venedora.<\/em><\/li><\/ul>\n\n\n\n<p>Aquesta \u00e9s una conversa que vaig tenir fa uns dies amb la gerent d\u2019una empresa que fabrica mascaretes higi\u00e8niques. De fet, fabricava tot tipus de material quir\u00fargic i, amb la pand\u00e8mia, van decidir obrir una nova l\u00ednia de negoci: la fabricaci\u00f3 de mascaretes. Una oportunitat de mercat que es va traduir en poca venda.<\/p>\n\n\n\n<p>Aquest cas no \u00e9s ni \u00fanic ni fortu\u00eft. Curiosament (per no dir desgraciadament), despr\u00e9s de m\u00e9s de vint anys en el m\u00f3n de la publicitat, he vist molts casos similars. Tenir un pressupost per invertir en mitjans per\u00f2 no disposar d\u2019una campanya de publicitat not\u00f2ria, que comuniqui la proposta de valor, \u00e9s for\u00e7a habitual.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>I com comunico unes mascaretes? Qu\u00e8 dic? \u2014em va preguntar.&nbsp;&nbsp;<\/li><li>Doncs de la mateixa manera que comuniques unes vambes, una col\u00f2nia o un refresc \u2014li vaig contestar.<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Qui utilitzava mascaretes al gener?<\/strong><\/h2>\n\n\n\n<p>Persones amb les defenses baixes o problemes respiratoris, o conscienciades amb els efectes de la contaminaci\u00f3. Molt poques, per no dir gaireb\u00e9 ning\u00fa. Fa nou mesos, el missatge clau a comunicar per a aquest producte podria haver sigut quelcom tan senzill com: \u201cProtecci\u00f3 per a la contaminaci\u00f3\u201d.<\/p>\n\n\n\n<p>En ple confinament, les mascaretes es van convertir en un b\u00e9 de luxe, perqu\u00e8 no n\u2019hi havia. I qui les aconseguia ho feia a un preu elevad\u00edssim.<\/p>\n\n\n\n<p>Ara que cal dur les mascaretes tothora, s\u2019han convertit en un b\u00e9 de primera necessitat, com el pa, l\u2019oli o la llet. B\u00e9ns massius, a priori, indiferenciats. <strong><\/strong><\/p>\n\n\n\n<p>En un mercat on ara s\u00f3c un <em>me too<\/em> (producte semblant al l\u00edder, em pregunto qui \u00e9s el l\u00edder en el mercat de mascaretes), <strong>qu\u00e8 faig per diferenciar-me?<\/strong> \u00c9s aqu\u00ed on \u00e9s b\u00e0sic treballar b\u00e9 el missatge de la campanya de publicitat. <strong>Missatge clau a comunicar. <\/strong>Per qu\u00e8 les meves mascaretes i no les de la compet\u00e8ncia? Quin valor aporta el meu producte respecte al de la compet\u00e8ncia? Apel\u00b7lo a un benefici tangible, un benefici intangible, una emoci\u00f3, la ra\u00f3&#8230;?<\/p>\n\n\n\n<p>El mitj\u00e0, com el seu nom indica, <strong>\u00e9s el lloc on s\u2019ensenya i es difon la campanya de publicitat.<\/strong><\/p>\n\n\n\n<p>Un mitj\u00e0, ja sigui un diari o una revista, la r\u00e0dio, la televisi\u00f3, les xarxes socials, els autobusos, els cines&#8230; \u00e9s el canal on s\u2019ha de comunicar la campanya de publicitat. Per\u00f2 el disseny de creativitat de la campanya publicit\u00e0ria va molt m\u00e9s enll\u00e0 d\u2019invertir en un pla de mitjans.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/www.mosaiking.com\/wp-content\/uploads\/2020\/09\/sale-8MJTHM6.jpg\" alt=\"Dise\u00f1o de campa\u00f1as publicitarias\" class=\"wp-image-3851\"\/><figcaption>Disseny de campanyes publicitaries a MOSAIKING<\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Disseny de campanyes publicit\u00e0ries, tres imprescindibles<\/strong><\/h3>\n\n\n\n<p><em>1-<\/em> Que compleixi clarament uns <strong>objectius de comunicaci\u00f3<\/strong> (notorietat, captaci\u00f3, fidelitzaci\u00f3, <em>call to action<\/em>, <em>branding<\/em>\u2026).<\/p>\n\n\n\n<p><em>2-<\/em> Amb un missatge clau ben definit que transmeti la proposta de valor.<\/p>\n\n\n\n<p><em>3-<\/em> Amb una creativitat not\u00f2ria i memorable.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<div class=\"wp-block-buttons aligncenter is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link\" href=\"https:\/\/www.mosaiking.com\/serveis\">Saber-ne m\u00e9s<\/a><\/div>\n<\/div>\n\n\n\n<p><\/p>\n\n\n\n<p>Seguim amb el cas de les mascaretes\u2026<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Qu\u00e8 poden comunicar unes \u201csimples\u201d mascaretes en plena pand\u00e8mia?&nbsp;<\/li><li>Tela o paper, un o m\u00e9s usos = m\u00e9s o menys ecol\u00f2gics.<\/li><li>Reversibles, personalitzades o amb el teu logotip = m\u00e9s o menys disseny.<\/li><li>Per al dia a dia o per a casos especials (casaments, sopars, esdeveniments&#8230;) = un complement m\u00e9s.<\/li><li>Fetes a m\u00e0 i fabricades aqu\u00ed = producte de quil\u00f2metre zero.<\/li><li>Part del preu revertit a una ONG = responsabilitat social.<\/li><\/ul>\n\n\n\n<p>Fixa\u2019t si pots comunicar coses amb les teves mascaretes, m\u00e9s enll\u00e0 del seu benefici b\u00e0sic, com\u00fa en totes les marques: que no contagi\u00efs ni et contagi\u00efn i que et protegeixi del virus.<\/p>\n\n\n\n<p>Facis el que facis, <strong>busca quina \u00e9s la teva proposta de valor i comunica-la de manera not\u00f2ria<\/strong>. Per aix\u00f2 \u00e9s tan important el <strong>disseny de la campanya de publicitat<\/strong> i per aix\u00f2 ha de treballar-se tan b\u00e9.<\/p>\n\n\n\n<p><strong>I tu, en mans de qui deixes la responsabilitat del disseny de les teves campanyes de publicitat?<\/strong><\/p>\n\n\n\n<p>Recorda, quan dissenyis una campanya de publicitat, no facis servir nom\u00e9s els mitjans (mascareta), cal completar el producte amb un bon missatge de marca (Vincent).<\/p>\n\n\n\n<div class=\"wp-block-buttons aligncenter is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link\" href=\"https:\/\/www.mosaiking.com\/contacte\/\">Contactar amb Mosaiking<\/a><\/div>\n<\/div>\n\n\n\n<p>\u00a0<\/p>\n<p><strong>#disenydecampanyespublicit\u00e0ries #crealatevamarca #Mosaiking #aromademarca<\/strong><\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>M\u2019he gastat un dineral en una campanya de premsa i no he rebut cap trucada. I la campanya? Doncs aix\u00f2, una campanya de premsa i r\u00e0dio&#8230; No, la campanya de publicitat. La creaci\u00f3 i el disseny de la campanya de publicitat. La vam fer nosaltres internament; amb el logotip, unes fotografies i una frase venedora. [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1623,"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":[12],"tags":[],"class_list":["post-3857","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-greneral","entry","has-media"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Disseny de campanyes publicitaries: entre t\u00fa i la teva historia | Mosaiking<\/title>\n<meta name=\"description\" content=\"Disseny de campanyes publicitaries. 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