{"id":242149,"date":"2016-01-29T00:00:00","date_gmt":"2016-01-29T00:00:00","guid":{"rendered":"https:\/\/www.procarton.com\/packaging-provides-billions-of-effective-advertising-contacts\/"},"modified":"2021-11-07T16:00:04","modified_gmt":"2021-11-07T16:00:04","slug":"packaging-provides-billions-of-effective-advertising-contacts","status":"publish","type":"post","link":"https:\/\/www.procarton.com\/es\/packaging-provides-billions-of-effective-advertising-contacts\/","title":{"rendered":"Los envases proporcionan miles de millones de contactos publicitarios eficaces"},"content":{"rendered":"

Los envases de cart\u00f3n son uno de los medios publicitarios m\u00e1s eficaces de todos los tiempos. La asociaci\u00f3n europea de marketing Pro Carton y la Asociaci\u00f3n Alemana de la Industria del Cart\u00f3n han dado a conocer su primer estudio a nivel mundial. El estudio \"Touchpoint\" demuestra la alta frecuencia de contacto de los envases y demuestra su valor para el marketing en cifras. S\u00f3lo en Alemania, 664 millones de envases de golosinas vendidos crearon 22.300 millones de puntos de contacto. El estudio ya est\u00e1 disponible en cinco idiomas europeos.<\/strong><\/p>\n

Los envases logran numerosos contactos con los clientes y, por tanto, crean un enorme valor publicitario para las empresas y sus marcas. Esta es la conclusi\u00f3n del estudio Touchpoint encargado por la asociaci\u00f3n europea de marketing Pro Carton y la Asociaci\u00f3n Alemana de la Industria del Cart\u00f3n (FFI).<\/p>\n

El estudio Touchpoint se basa en una encuesta representativa de 2.016 participantes de entre 18 y 64 a\u00f1os. Se examin\u00f3 la compra, el uso y la manipulaci\u00f3n diaria de 16 grupos de productos importantes (por ejemplo, confiter\u00eda, cereales, verduras congeladas, toallitas cosm\u00e9ticas y t\u00e9). Esto constituy\u00f3 la base para calcular el n\u00famero total de puntos de contacto visual y t\u00e1ctil de un cart\u00f3n.<\/p>\n

El cart\u00f3n: Un enorme valor publicitario<\/h3>\n

Para determinar el valor equivalente de estos puntos de contacto, los investigadores tomaron un plan de medios t\u00edpico y utilizaron el precio medio por mil contactos (PTC) de dos medios: las vallas publicitarias (6,52 euros PTC) para los contactos puramente visuales y la prensa (20,85 euros PTC) para los contactos t\u00e1ctiles.<\/p>\n

Por ejemplo, un envase de cart\u00f3n del grupo de productos de cereales gener\u00f3 un patr\u00f3n de usuario con una media de 45 puntos de contacto: se ve 32 veces (contactos visuales) y se manipula 13 veces con la mano (contactos t\u00e1ctiles). Si, por ejemplo, se venden 10 millones de envases en este grupo de productos, llegamos a un impresionante equivalente en medios de 4,8 millones de euros, comparable a una peque\u00f1a campa\u00f1a publicitaria.<\/p>\n

Las cifras tienden a variar: por t\u00e9rmino medio, las tabletas de chocolate logran tantos contactos visuales puros como t\u00e1ctiles en la tienda. En cambio, el t\u00e9 se manipula con mucha m\u00e1s frecuencia: dos contactos visuales por trimestre frente a una media de m\u00e1s de cinco contactos t\u00e1ctiles. En el hogar, el envase del t\u00e9 consigue un total de 78,6 puntos de contacto: 61,4 contactos puramente visuales y otros 17,2 t\u00e1ctiles.<\/p>\n

El n\u00famero de puntos de contacto -y, por tanto, el valor de equivalencia de los medios de comunicaci\u00f3n- aumenta en particular para los productos que se conservan durante m\u00e1s tiempo en el hogar. Esto da a los responsables de marketing una raz\u00f3n m\u00e1s para considerar y utilizar los envases -en particular los cartones- a\u00fan m\u00e1s como medio publicitario en su mezcla de comunicaci\u00f3n.<\/p>\n

El presidente de Pro Carton, Roland Rex: \"Por primera vez, este estudio muestra que los envases de cart\u00f3n y sus n\u00fameros de contacto son uno de los canales de publicidad m\u00e1s importantes y de mayor alcance en total, tanto en el punto de venta como en el hogar. Nuestro \u00faltimo estudio de marketing, \"Envasado Multicanal\", comparaba 23 medios y demostraba la importancia de los envases de cart\u00f3n para el marketing\".<\/p>\n

\u00a1DESCARGUE Y PIDA AHORA!<\/strong><\/p>\n

>>\u00a0\"Estudio de los puntos de contacto\"<\/a><\/em>
\n>>\u00a0\"Embalaje: Un medio con un poder considerable\"<\/a><\/em><\/p>\n

Versi\u00f3n impresa en ingl\u00e9s y m\u00e1s informaci\u00f3n en <\/em>
\nPro Carton<\/em>
\nSuzanne McEwen<\/em>
\nmcewen@procarton.com<\/a><\/em>
\nwww.procarton.com<\/em><\/p>","protected":false},"excerpt":{"rendered":"

El estudio Touchpoint demuestra la alta frecuencia de contacto de los envases y prueba su valor para el marketing en cifras.<\/p>","protected":false},"author":1,"featured_media":242150,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[44],"tags":[51],"class_list":["post-242149","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-trends","tag-studies"],"yoast_head":"\nPackaging provides billions of effective advertising contacts - Pro Carton<\/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:\/\/www.procarton.com\/es\/packaging-provides-billions-of-effective-advertising-contacts\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Packaging provides billions of effective advertising contacts - 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