Tipos de audiencias en la publicidad
Cuando
mencionamos audiencia, nos referimos al número de hogares que ha recibido el
mensaje a partir de las emisiones frecuentes de éste o si se transmite por un
mismo canal.
La
audiencia la podemos clasificar tomando en cuenta las variables sociológicas,
psicológicas de las personas a quienes se les quiere dirigir el mensaje, según
su edad, sexo, nivel socio-económico, rol social, horarios es decir , sí pasa en
su casa, en la escuela o trabaja; dependiendo de eso, se coloca el mensaje en
el medio que mejor convenga.
En el
mundo publicitario se realiza un estudio de mercado previo a lanzar una campaña,
esto se realiza con el fin de conocer el territorio de nuestros consumidores,
conocer sus gustos o preferencias; con esta información podemos elegir los
medios de comunicación más adecuados para transmitir el mensaje y así, llegar
de una manera más efectiva a nuestra audiencia meta.
Audiencia
meta
En
base a esto podemos hablar de publicidad dirigida a consumidores o a
empresas.
Dirigida
a Consumidores: tiene el objetivo de estimular la demanda de
un producto o de los productos de una marca, entre los consumidores finales.
Por lo regular estos productos son vendidos por detallistas, por lo que esta
publicidad puede ser pagada conjuntamente por el fabricante y el vendedor.
Dirigida
a Empresas: tiene el objetivo de incrementar la demanda de productos
que son consumidos por empresas, por lo regular es presentada en revistas y no
lista las cualidades de un producto pues casi siempre es homogéneo, sino que
busca la preferencia del consumidor en base al servicio que se brinda.
Las
audiencias también se pueden dividir de la siguiente manera:
- Audiencia de la publicidad: se refiere al número de oyentes que en un momento determinado están siguiendo la emisión de un spot.
- Audiencia Neta: Se le llama también lectores neto, ya que se refiere al número de hogares que escucha, lee o ve determinado anuncio publicitario en cualquier medio de comunicación.
- Audiencia duplicada: Cuando el consumidor oye o ve el mismo mensaje publicitario ya sea de un mismo producto, bien o servicio en los diferentes medios de comunicación.
- Audiencia sin duplicar: Es cuando los consumidores leen, oyen o ven un anuncio al menos una vez.
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