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Cele mai eficiente reclame print din 2011

de Lacramioara Vidru

Tags: reclame eficiente, eficienta reclame, printuri, reclame reviste

Dincolo de ceea ce am fi tentati sa credem, se pare ca cele mai eficiente reclame print nu sunt neaparat si cele mai creative sau cele cu cea mai mare expunere mediatica. Secretul succesului ar sta mai degraba in realizarea unei legaturi potrivite intre mesaj si mediul sau de promovare.

Acesta este concluzia unei analize realizate recent de catre compania GfK asupra eficientei reclamelor aparute in presa scrisa americana. Dupa ce au vizualizat si analizat peste 87.000 reclame, cei de la GfK au constatat ca printurile cu adevarat de impact se potrivesc perfect cu revistele in care au aparut, facand din ele materiale promotionale cu foarte mult succes printre cititori.

Pentru a intocmi un clasament al celor mai eficiente reclame print, s-a creat scorul de engagement, care combina procentul cititorilor care au acordat atentie printului respectiv cu procentul celor care reactionat in vreun fel la acesta (prin accesarea website-ului companiei, utilizarea cuponului de discount, recomandarea sau achizitionarea serviciului sau prodului promovat).

Iata cum arata topul celor mai eficiente reclame aparute in presa scrisa.

Brand: Target
Scorul de engament: 182
Revista in care a aparut: Ser Padres
1. Target; Engagement Score: 182; Ran in Ser Padres

1. Target; Engagement Score: 182; Ran in Ser Padres

Brand: WWE Summer Slam
Scorul de engament: 182
Revista in care a aparut: WWE
2. WWE Summer Slam Event; Engagement Score: 182; Appeared in the WWE Magazine (talk about hitting your target audience)

2. WWE Summer Slam Event; Engagement Score: 182; Appeared in the WWE Magazine (talk about hitting your target audience)

Brand: Xbox Halo
Scorul de engament: 181
Revista in care a aparut: Official Xbox Magazine
3. Xbox Halo: Combat Evolve Anniversary; Engagement Score: 181; Again went straight to the fans in the Official Xbox Magazine

3. Xbox Halo: Combat Evolve Anniversary; Engagement Score: 181; Again went straight to the fans in the Official Xbox Magazine

Brand: Bed Bath & Beyond
Scorul de engament: 180
Revista in care a aparut: Better Homes & Gardens
4. Bed Bath & Beyond; Engagement Score 180; Ran in Better Homes & Gardens (who doesn't love a coupon)

4. Bed Bath & Beyond; Engagement Score 180; Ran in Better Homes & Gardens (who doesn't love a coupon)

Brand: Skechers Shape-Ups
Scorul de engament: 177
Revista in care a aparut: Arthritis Today
5. Skechers Shape-Ups; Engagement Score: 177; Ran in Arthritis Today

5. Skechers Shape-Ups; Engagement Score: 177; Ran in Arthritis Today

Brand: Apple iPad 2
Scorul de engament: 176
Revista in care a aparut: New York Magazine
6. Apple iPad 2; Engagement Score: 176; Ran in New York Magazine

Brand: Olay Body Collections
Scorul de engament: 176
Revista in care a aparut: Life & Style Weekly
7. Olay Body Collections; Engagement Score: 176; Ran in Life & Style Weekly

7. Olay Body Collections; Engagement Score: 176; Ran in Life & Style Weekly

Brand: Nature Made Vitamins
Scorul de engament: 176
Revista in care a aparut: All You
8. Nature Made Vitamins; Engagement Score: 176; Ran in All You

Brand: American Airlines
Scorul de engament: 176
Revista in care a aparut: American Way
9. American Airlines; Engagement Score: 176; Ran in American Way (ads are effective when you have your consumer trapped on a plane)

9. American Airlines; Engagement Score: 176; Ran in American Way (ads are effective when you have your consumer trapped on a plane)

Brand: M&M's Milk Chocolate and Peanut Combo
Scorul de engament: 175
Revista in care a aparut: People en Español (mesajul printului: “Nu cred ca ma place”)
10. M&M's Milk Chocolate and Peanut Combo; Engagement Score: 175; Ran in People en Español (reads