{"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\/it\/packaging-provides-billions-of-effective-advertising-contacts\/","title":{"rendered":"L'imballaggio fornisce miliardi di contatti pubblicitari efficaci"},"content":{"rendered":"

I cartoni sono uno dei mezzi pubblicitari pi\u00f9 efficaci di tutti i tempi. Con il loro studio unico al mondo, l'associazione europea di marketing Pro Carton e l'associazione tedesca dell'industria del cartone hanno fatto notizia. Lo studio Touchpoint dimostra l'alta frequenza di contatto del packaging e dimostra il suo valore per il marketing in cifre. Solo in Germania, 664 milioni di confezioni di dolciumi vendute hanno creato 22,3 miliardi di punti di contatto. Lo studio \u00e8 ora disponibile in cinque lingue europee.<\/strong><\/p>\n

Gli imballaggi consentono di stabilire numerosi contatti con i clienti e quindi di creare un enorme valore pubblicitario per le aziende e i loro marchi. Questa \u00e8 la conclusione dello studio Touchpoint commissionato dall'associazione europea di marketing Pro Carton e dall'Associazione tedesca dell'industria del cartone (FFI).<\/p>\n

Il Touchpoint Study si basa su un sondaggio rappresentativo di 2.016 partecipanti di et\u00e0 compresa tra i 18 e i 64 anni. Sono stati esaminati l'acquisto, l'uso e la manipolazione quotidiana di 16 importanti gruppi di prodotti (ad esempio, dolciumi, cereali, verdure surgelate, salviette cosmetiche e t\u00e8). Ci\u00f2 ha costituito la base per calcolare il numero complessivo di punti di contatto visivi e tattili di un cartone.<\/p>\n

Il cartone: Enorme valore pubblicitario<\/h3>\n

Per determinare il valore equivalente di questi punti di contatto, i ricercatori hanno preso come termine di paragone un piano media tipico e hanno utilizzato il prezzo medio per mille contatti (PTC) di due media: le affissioni (6,52 euro PTC) per i contatti visivi puri e la stampa (20,85 euro PTC) per i contatti tattili.<\/p>\n

Ad esempio, una confezione del gruppo di prodotti cereali ha generato un modello di utente con una media di 45 punti di contatto: \u00e8 stata vista 32 volte (contatti visivi) e maneggiata 13 volte (contatti tattili). Se, ad esempio, si vendono 10 milioni di confezioni di questo gruppo di prodotti, si arriva a un impressionante equivalente mediatico di 4,8 milioni di euro, paragonabile a una piccola campagna pubblicitaria.<\/p>\n

I numeri tendono a variare: in media, le tavolette di cioccolato ottengono altrettanti contatti visivi puri che contatti tattili nel punto vendita. Il t\u00e8, invece, viene maneggiato molto pi\u00f9 spesso: due contatti visivi a trimestre contro una media di oltre cinque contatti tattili. In casa, le confezioni di t\u00e8 raggiungono un totale di 78,6 punti di contatto: 61,4 contatti visivi puri e altri 17,2 contatti tattili.<\/p>\n

Il numero di punti di contatto - e quindi il valore di equivalenza dei media - aumenta in particolare per i prodotti che vengono conservati pi\u00f9 a lungo in casa. Questo d\u00e0 ai responsabili del marketing un motivo in pi\u00f9 per considerare e utilizzare ancora di pi\u00f9 l'imballaggio - in particolare il cartone - come mezzo pubblicitario nel loro mix di comunicazione.<\/p>\n

Il presidente di Pro Carton Roland Rex: \"Per la prima volta, questo studio dimostra che i cartoni e i loro numeri di contatto sono uno dei canali pubblicitari pi\u00f9 importanti e di pi\u00f9 ampia portata in assoluto, sia nel punto vendita che in casa. Il nostro ultimo studio di marketing, \"Multichannel Packaging\", ha messo a confronto 23 media e ha dimostrato l'importanza dei cartoni per il marketing\".<\/p>\n

SCARICA E ORDINA ORA!<\/strong><\/p>\n

>>\u00a0\"Studio sui punti di contatto\"<\/a><\/em>
\n>>\u00a0\"Confezione: Un mezzo con un potere considerevole\".<\/a><\/em><\/p>\n

Versione stampata in inglese e maggiori informazioni da <\/em>
\nPro Carton<\/em>
\nSuzanne McEwen<\/em>
\nmcewen@procarton.com<\/a><\/em>
\nwww.procarton.com<\/em><\/p>","protected":false},"excerpt":{"rendered":"

Lo studio Touchpoint dimostra l'alta frequenza di contatto del packaging e dimostra il suo valore per il marketing in cifre.<\/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\/it\/packaging-provides-billions-of-effective-advertising-contacts\/\" \/>\n<meta property=\"og:locale\" content=\"it_IT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Packaging provides billions of effective advertising contacts - 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