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El Buzoneo o publicidad directa es el medio menos intrusivo y efectivo para recibir publicidad.

Según el estudio elaborado  por Kantar TNS:

La publicidad directa alcanza una cobertura similar a la de la televisión, el 92% frente al 95%. Es el segundo medio con mayor número de marcas citadas de forma espontánea, 6.479 marcas, tan solo por detrás de exterior (8.711).

La publicidad directa, ideal para planificar las compras

Casi la mitad de la población española (49%) afirma que le gusta recibir publicidad.

El estudio  indica que seis de cada diez españoles consideran que la publicidad es necesaria y relevante. Esto que supone un panorama muy favorable para las marcas.

Esto es especialmente relevante para el sector retail, que lidera el ranking de recuerdo a través de la publicidad directa.

La periodicidad del reparto de folletos y catálogos es un factor decisivo en el recuerdo de marca.

Mientras Carrefour y Telepizza mantienen un nivel de recuerdo a lo largo del año con acciones sostenidas de buzoneo, Ikea alcanza su mayor cuota de recuerdo de marca en septiembre, el mes en que reparte su catálogo.

El 70% de la población recibe folletos de manera semanal.

El 84% considera relevante y útil la publicidad que recibe en su buzón y el mismo porcentaje afirma que los hojea o los lee atentamente.

Buzoneo el medio menos Intrusivo

El buzoneo se posiciona como el medio menos intrusivo, con un 98% de los encuestados que lo considera nada molesto. Los folletos y catálogos son el medio con mejor valoración en cuanto a utilidad de la información que incorporan.La confianza en ellos es muy elevada.

La publicidad directa es el medio que genera mayor recuerdo de marca

Uno de los atributos que más destacan los encuestados es que este tipo de soportes facilitan y motivan la compra: el 60% de ellos los conserva y un 40% destaca su idoneidad a la hora de descubrir nuevos productos, servicios y puntos de venta.

Uno de los efectos más destacables del buzoneo o publicidad directa es el llamado drive to web: el 44% de los encuestados ha consultado internet después de leer un folleto.

Por sectores, alimentación (63%) y tecnología (42%) son los preferidos a la hora de recibir publicidad directa, seguidos de decoración (31%), bricolaje (30%) y moda (29%).

Combinar acciones en medios tradicionales y medios online asegura el éxito de las campañas, como muestra el estudio. Ponte en contacto con nosotros para realizar tus acciones.

 

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