{"id":687,"date":"2015-03-26T19:24:08","date_gmt":"2015-03-26T19:24:08","guid":{"rendered":"http:\/\/blog.ipp.edu.pe\/?p=687"},"modified":"2015-03-26T19:24:08","modified_gmt":"2015-03-26T19:24:08","slug":"saber","status":"publish","type":"post","link":"https:\/\/www.ipp.edu.pe\/blog\/saber\/","title":{"rendered":"SABER"},"content":{"rendered":"<p><a href=\"http:\/\/blog.ipp.edu.pe\/wp-content\/uploads\/2015\/05\/saber.png\"><img loading=\"lazy\" class=\"aligncenter size-full wp-image-688\" src=\"http:\/\/blog.ipp.edu.pe\/wp-content\/uploads\/2015\/05\/saber.png\" alt=\"saber\" width=\"1000\" height=\"281\" \/><\/a><\/p>\n<p>Subestimar o sobre estimar al grupo objetivo es algo m\u00e1s com\u00fan de lo que uno cree. A veces uno se \u201c<em>lanza<\/em>\u201d a hacer publicidad sin conocer a qui\u00e9n. La respuesta r\u00e1pida e impensada, suele ser \u201c<em>para el p\u00fablico<\/em>\u201d; pero no nos hemos preguntado bien c\u00f3mo es ese p\u00fablico.<!--more--><\/p>\n<p>Ya s\u00e9 que es algo machac\u00f3n hablar de \u201c<em>p\u00fablico objetivo<\/em>\u201d; ese al que deber\u00edamos dirigirnos espec\u00edficamente y que tiene una serie de caracter\u00edsticas diferenciales que lo hacen \u00fanico. \u00bfQu\u00e9 quiere, c\u00f3mo quiere lo que vamos a ofrecer? \u00bfC\u00f3mo se relaciona con el producto?, \u00bfc\u00f3mo lo agarra, por ejemplo? \u00bfQu\u00e9 opina sobre la categor\u00eda? Si el producto existe \u00bfqu\u00e9 piensa sobre \u00e9l? \u00bfSabemos sobre sus lugares y h\u00e1bitos de consumo? \u00bfC\u00f3mo y d\u00f3nde vive?<\/p>\n<p>Montones de preguntas que nos llevar\u00e1n a tener un retrato, un \u201c<em>identikit<\/em>\u201d para hablar en t\u00e9rminos de identificaci\u00f3n, de esa persona a la que dedicamos nuestro trabajo publicitario. Preguntas que deben hacerse de un modo profesional y que suelen responderse bajo la t\u00e9cnica de \u201c<em>focus group<\/em>\u201d, no con una escu\u00e1lida sesi\u00f3n, sino con varias.<\/p>\n<p>Generalmente nos dir\u00e1n que es \u201c<em>muy caro<\/em>\u201d. Nuestra respuesta deber\u00eda ser que no podremos orientarnos adecuadamente sin una br\u00fajula o mejor un geoposicionador. De otro modo daremos vueltas y correremos el riesgo de perdernos; y eso es mucho m\u00e1s caro. Una bater\u00eda de \u201c<em>focus group<\/em>\u201d no es un seguro para el \u00e9xito, pero es un inmenso primer paso.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>Manolo Echegaray<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Subestimar o sobre estimar al grupo objetivo es algo m\u00e1s com\u00fan de lo que uno cree. A veces uno se \u201clanza\u201d a hacer publicidad sin conocer a qui\u00e9n. La respuesta r\u00e1pida e impensada, suele ser \u201cpara el p\u00fablico\u201d; pero no [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.7.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>SABER | IPP<\/title>\n<meta name=\"description\" content=\"Subestimar o sobre estimar al grupo objetivo es algo m\u00e1s com\u00fan de lo que uno cree. A veces uno se \u201clanza\u201d a hacer publicidad sin conocer a qui\u00e9n. 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