Publicidad ATL, BTL, OTL, TTL, FTL
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Questions and Answers

¿Cuál es uno de los medios más baratos para hacer publicidad?

  • Revistas
  • Televisión
  • Radio (correct)
  • Cine

¿Qué tipo de publicidad se caracteriza por tener un feedback inmediato?

  • FTL
  • ATL
  • TTL
  • BTL (correct)

¿Qué combinación se refiere a la publicidad TTL?

  • OTL y FTL
  • ATL y BTL (correct)
  • BTL y OTL
  • Solo ATL

¿Qué error se menciona comúnmente en la publicidad OTL?

<p>Publicar sin una estrategia bien definida (D)</p> Signup and view all the answers

¿Cuál es la característica principal de la publicidad FTL?

<p>Se basa en experiencias (A)</p> Signup and view all the answers

¿Qué tipo de empresa es más adecuada para elegir entre ATL y BTL?

<p>Según el tipo de producto y perfil del mercado (C)</p> Signup and view all the answers

¿Cuál no es un medio tradicional o masivo dentro de la publicidad ATL?

<p>Internet (C)</p> Signup and view all the answers

¿Qué se busca conseguir con la publicidad BTL?

<p>Activaciones de marca y promoción local (C)</p> Signup and view all the answers

¿Cuál es el objetivo principal de la estrategia 'F DE la línea'?

<p>Desarrollar campañas más inteligentes y rentables. (B)</p> Signup and view all the answers

¿Qué se entiende por 'Buyer persona'?

<p>Un arquetipo de cliente ideal con datos específicos. (C)</p> Signup and view all the answers

¿Cuál es el propósito principal de definir un 'target' en publicidad?

<p>Seleccionar un segmento específico de público para vender un producto (B)</p> Signup and view all the answers

¿Cuál es una variable actitudinal mencionada en el contexto de la 'Audience Card'?

<p>Estilo de vida (C)</p> Signup and view all the answers

¿Qué tipos de 'Buyer persona' se mencionan en el contenido?

<p>Decisor, prescriptor, influenciador. (A)</p> Signup and view all the answers

¿Qué tipo de variable se menciona como relevante para conformar un target?

<p>Estilo de vida (C)</p> Signup and view all the answers

¿Qué es un 'Passionpoint' en el contexto de los medios?

<p>Los medios tradicionales y digitales que sigue el público. (D)</p> Signup and view all the answers

¿Qué significa 'Budget' en el contexto de la publicidad?

<p>Un plan financiero para promocionar un producto (B)</p> Signup and view all the answers

¿Cuál es la función del Mix de Medios en una campaña publicitaria?

<p>Combinar diferentes medios para alcanzar los objetivos de la campaña (C)</p> Signup and view all the answers

¿Qué herramienta se menciona para recopilar datos de la audiencia?

<p>Encuestas digitales o software específico. (A)</p> Signup and view all the answers

¿Cuál de las siguientes no es una variable demográfica en la 'Audience Card'?

<p>Estilo de vida (A)</p> Signup and view all the answers

¿Por qué es importante realizar una investigación de medios?

<p>Para responder preguntas sobre el target y los objetivos de los medios (C)</p> Signup and view all the answers

¿Qué se busca al generar una estrategia de comunicación según el contenido?

<p>Una interacción más directa con el consumidor. (B)</p> Signup and view all the answers

¿Qué aspecto se debe conocer para construir un correcto Mix de Medios?

<p>Los hábitos de consumo de los medios de la audiencia (A)</p> Signup and view all the answers

¿Qué se entiende por planificación de medios?

<p>Una investigación del target y los objetivos de los medios (D)</p> Signup and view all the answers

¿Cuál de los siguientes factores NO es relevante al seleccionar un público objetivo?

<p>Preferencias musicales (A)</p> Signup and view all the answers

¿Cuál de los siguientes elementos NO es considerado información básica que debe entregar un cliente para el desarrollo de una estrategia de medios?

<p>Tamaño de la empresa (C)</p> Signup and view all the answers

¿Qué pregunta es esencial para definir la estrategia de medios?

<p>¿Dónde, cómo, cuándo y cuántas veces se implementará la estrategia? (C)</p> Signup and view all the answers

¿Cuál es el rol principal de una estrategia de medios?

<p>Generar interacción con los medios para transmitir el mensaje al público objetivo (C)</p> Signup and view all the answers

Dentro del modelo POEM, ¿qué tipo de medios se refieren a aquellos que se controlan totalmente o parcialmente por la marca?

<p>Owned medios (A)</p> Signup and view all the answers

Para realizar una estrategia de medios, ¿cuál de los siguientes presupuestos suele tener más enfoque?

<p>El presupuesto para los medios patrocinados (B)</p> Signup and view all the answers

Cuando se habla de 'multi-canales' en el uso de medios, se refiere a:

<p>Combinar diferentes medios para maximizar el alcance (A)</p> Signup and view all the answers

¿Cuál de las siguientes afirmaciones sobre la estrategia de medios es incorrecta?

<p>La estrategia solo requiere de un análisis del pasado. (A)</p> Signup and view all the answers

¿Qué elemento es crucial para rediseñar la estrategia de medios a partir de la respuesta del público?

<p>Análisis de resultados y métricas de interacción (C)</p> Signup and view all the answers

¿Cuál es la característica principal de los Medios Ganados?

<p>Son generados por los esfuerzos propios en relaciones públicas. (D)</p> Signup and view all the answers

¿Qué significa el término 'Benchmark' en el contexto de redes sociales?

<p>Referencia o punto de referencia. (C)</p> Signup and view all the answers

¿Cuál es la función principal del people meter?

<p>Realizar un estudio de medición electrónica de audiencia de televisión. (A)</p> Signup and view all the answers

¿Qué se entiende por 'Muestra' en estudios de audiencia?

<p>Es parte de la población que es representativa del universo. (A)</p> Signup and view all the answers

¿Qué define el 'Alcance' en la publicidad?

<p>La cantidad de personas distintas alcanzadas al menos una vez. (A)</p> Signup and view all the answers

¿Cómo se describe el 'Rating' en relación con un grupo objetivo?

<p>Es la cantidad de personas expuestas a un medio en porcentaje. (C)</p> Signup and view all the answers

¿Qué se entiende por 'Grupo objetivo'?

<p>El mercado meta que se debe alcanzar por características demográficas y psicográficas. (C)</p> Signup and view all the answers

¿Cuál es el propósito del 'cuadro de mandos' en el benchmarking?

<p>Realizar un análisis de competencia en redes sociales. (B)</p> Signup and view all the answers

¿Qué representa el GRP en el contexto de la publicidad?

<p>Suma de todos los ratings asociados a una pauta o campaña. (B)</p> Signup and view all the answers

¿Cómo se calcula el CPBR?

<p>Dividiendo la inversión entre los GRP. (B)</p> Signup and view all the answers

¿Qué es la afinidad en el contexto de la publicidad?

<p>La comparación del consumo de medios de un target específico con el total de la población. (A)</p> Signup and view all the answers

¿Qué mide el CTR en campañas de publicidad?

<p>El porcentaje de usuarios que hicieron clic en el anuncio. (C)</p> Signup and view all the answers

En términos de publicidad digital, ¿qué significa CPC?

<p>Costo por clic en el anuncio. (D)</p> Signup and view all the answers

¿Qué implica el concepto de 'impresiones' en la publicidad online?

<p>El número de veces que un anuncio es mostrado. (D)</p> Signup and view all the answers

¿Qué define el 'alcance' en campañas de medios?

<p>La cantidad de personas distintas alcanzadas por una pauta al menos una vez. (A)</p> Signup and view all the answers

El término 'SOS' en el contexto publicitario se refiere a:

<p>La participación de cada soporte sobre la inversión total. (D)</p> Signup and view all the answers

Flashcards

ATL Advertising

Advertising above the line, using traditional mass media like TV, radio, and print.

BTL Advertising

Advertising below the line; promotional activities focused on specific audiences, often in targeted locations. Includes events and in-store promotions.

TTL Advertising

Through the line advertising; a combination of ATL and BTL strategies, aiming for a complete 360-degree marketing approach.

OTL Advertising

Online advertising, primarily used for internet marketing.

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FTL Advertising

Advertising campaigns that are not online or digital.

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Types of Advertising Media

Methods used to reach and communicate with the target audience such as television, radio, print, and social media.

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Advertising Objectives

The goals a company tries to achieve with their advertising campaign.

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Selecting Advertising Type

Choosing the most appropriate advertising method based on the factors like budget, target audience and campaign goals.

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Buyer Persona

An ideal customer profile, detailing online, personal and professional behaviors, and relationship with a product or service.

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Pain Points

Specific problems or needs a buyer persona has that a product or service can potentially solve.

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Driver

The motivation behind a buyer persona's search online or purchasing decision.

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Buyer Types

Different roles in a buying process, including decision-makers, recommenders, and influencers.

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Audience Card

Detailed profile of a target audience, incorporating demographics, attitudes, and media usage.

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Passionpoint

A category for traditional and digital media to reach the target audience.

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Day-to-day Media Usage

Detailed tracking of media consumption patterns of the target audience, allowing for targeted strategies.

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Targeted Communication

Developing creative and cost-effective campaigns that integrate interactive ATL and BTL communication in all media.

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Target Audience

Specific group of people a company wants to reach with its marketing message, based on factors like demographics, lifestyle and purchasing power.

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Mix of Media

Combination of different media channels (e.g., print, TV, radio, online) chosen for a marketing campaign.

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Budget (Marketing)

Amount of money allocated for a specific marketing campaign or period.

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Media Planning

Process of selecting and scheduling media channels to meet marketing objectives, focusing on audience needs.

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Lifestyle Variable (Target)

Characteristic of potential customers based on their patterns of behavior, interests, and values.

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Media Role

Function of the media in a marketing campaign, involving selecting the right channels for the target audience's message.

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Media Research (Planning)

Analyzing target audience habits to select the ideal media for campaign success.

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Campaign Objectives

Specific goals a marketing campaign aims to achieve, tied to the target's measurable characteristics.

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Media Strategy

A planned set of actions to connect with media and convey a message to the target audience.

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Media Mix

The combination of different media channels used in a strategy.

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POEM Model

A model for understanding the complete media ecosystem (Paid, Owned, Earned).

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Paid Media

Media channels where you pay for placement and visibility, aiming to build brand awareness.

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Owned Media

Channels owned and controlled by your brand for creating and sharing content with customers.

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Client Info

Essential data (objectives, budget, target audience, background) for media strategy development.

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Strategy Questions

Key questions (Where? How? When? How many times?) to define a media strategy effectively.

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Multi-channel Strategy

Understanding a complete ecosystem of media in a comprehensive way.

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Earned Medios

Marketing efforts where customers become brand ambassadors, creating and sharing content without additional costs, driven by good PR, communication, and marketing practices.

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Benchmarking in Social Media

A comparative evaluation of your social media presence against competitors, using a dashboard for thorough analysis.

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Audience Measurement

Determining the number of people exposed to a specific media (TV, radio, etc.) over a defined period, expressed in percentages.

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Universe (Geographic)

The total number of people in a specific area targeted by a study.

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Rating

Percentage of a target group exposed to a specific medium within a given time frame, with 1% equaling 1 point.

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People Meter

An electronic device for measuring television audience.

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Reach

The number of unique individuals exposed to a media campaign at least once.

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Frequency

Average number of times a person is exposed to a message over a set period.

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GRP's (Gross Rating Points)

The sum of all ratings associated with an advertisement, campaign, or media schedule. It represents reach and frequency.

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CPBR (Cost Per Gross Rating Point)

The cost of reaching 1% of a defined audience. Calculated by dividing total investment by GRPs.

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Contacts

The total number of times a target audience is exposed to an ad or spot.

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Affinity

Comparison of a specific target audience's media consumption to the total population.

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SOS (Share of Spend)

The proportion of total investment allocated towards a specific media platform.

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SOV (Share of Voice)

The proportion of total GRPs generated by a particular medium.

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Rating (in media)

Percentage of a target group exposed to a specific medium during a given period.

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Clicks (online)

Number of times a user clicks on an online advertisement.

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Study Notes

Publicidad ATL, BTL, OTL, TTL, FTL

  • ATL (Above the Line): Traditional/mass media advertising.

    • Examples: Radio, TV, Cinema, Public transport, newspapers, magazines, internet.
    • Objectives: Reach, brand awareness, positioning, immediate contact, global promotion, memorability.

  • BTL (Below the Line): Nontraditional advertising aimed at specific audiences.

    • Examples: Guerrilla marketing, merchandising, in-store promotions, flyers, posters.
    • Objectives: Brand activations, PR, publicity, impulse purchases, local promotion, database generation, immediate feedback.
    • Cost-effective, use of creativity, high engagement, focused on specific targets, and strategic locations.

  • OTL (On the Line): Online/digital advertising (massive growth).

    • Example: Internet.
    • Objectives: Wider and focused reach, segmentation.

  • TTL (Through the Line): Hybrid advertising.

    • A combination of ATL and BTL strategies.
    • Communication 360°.
    • Objectives: Consider company type, objectives, market profile, budget, time, immediate feedback and product type.

  • FTL (Out-of-line): Non-traditional advertising without a clear line. Experiential marketing.

    • No specific strategy set, diverse opportunities.

Other Important Concepts

  • Media Mix: Combines diverse advertising channels to reach target audience.
  • Budget: Financial resources allocated for advertising campaigns.
  • Target Audience (Target Group): Specific group of people being advertised to.
  • Audience Card/Buyer Persona: Ideal customer profile, including demographics, behaviors, motivation, pain points.
  • Marketing Channels (e.g., Online, Offline): Used to advertise a product or service.
  • Performance Indicators: Measurements to evaluate campaign efficiency (e.g., Reach, Frequency, GRP's, etc)

Benchmarks (Social Media)

  • Benchmarking: Comparing your advertising strategy/social media to competitors to assess strengths and weaknesses.
  • Objectives: Clear goals for analysis, including qualitative and quantitative factors for comparison.
  • Critical factors: Use of charts and dashboards to track social media performance data.

Media Usage Patterns

  • Day-to-day Media Usage: Detailed data collection.
  • Media Usage in Daily Life (Digital): Software or online survey methodology to collect data.
  • Media Usage Types: Specific platforms (e.g., TV, radio, newspapers) mentioned.

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Description

Este cuestionario explora las diferentes estrategias publicitarias como ATL, BTL, OTL y TTL, analizando sus características, ejemplos y objetivos. Aprenderás sobre cómo estas técnicas se aplican en el mundo de la publicidad moderna y cómo impactan a diferentes audiencias.

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