{"id":4192,"date":"2014-03-26T11:33:49","date_gmt":"2014-03-26T11:33:49","guid":{"rendered":"http:\/\/blogs.funiber.org\/pt\/?p=4192"},"modified":"2014-03-26T11:33:49","modified_gmt":"2014-03-26T11:33:49","slug":"product-placement-ganha-terreno","status":"publish","type":"post","link":"https:\/\/www.funiber.blog\/pt\/empresas-e-rh\/2014\/03\/26\/product-placement-ganha-terreno","title":{"rendered":"Product placement ganha terreno"},"content":{"rendered":"<p>O <i>product placement<\/i> ou marketing indireto est\u00e1 ganhando terreno na ind\u00fastria publicit\u00e1ria. Esta estrat\u00e9gia de promo\u00e7\u00e3o consiste em colocar os produtos como parte dos elementos dos programas de televis\u00e3o, fazendo com que a marca seja vis\u00edvel para a audi\u00eancia. Gra\u00e7as a esta estrat\u00e9gia podemos dirigir a um p\u00fablico com um perfil determinado e se garante a aten\u00e7\u00e3o dos telespectadores, evitando o <i>zapping<\/i>. <!--more-->Os investimentos neste tipo de publicidade aumentaram em 11,7% no mundo em 2012, alcan\u00e7ando investimentos de mais de 8 bilh\u00f5es de d\u00f3lares, com uma tend\u00eancia que aponta a um crescimento sustentado.<\/p>\n<p>A satura\u00e7\u00e3o dos spots publicit\u00e1rios levanta a necessidade de posicionar a marca de nossos produtos com diferentes estrat\u00e9gias de promo\u00e7\u00e3o. A satura\u00e7\u00e3o de an\u00fancios publicit\u00e1rios provocou uma significativa redu\u00e7\u00e3o da efetividade dos spots na televis\u00e3o; al\u00e9m disso, os novos sistemas de programa\u00e7\u00e3o pagos permitem evitar os comerciais de qualquer programa.<\/p>\n<p>A publicidade indireta tem a vantagem de permitir captar a aten\u00e7\u00e3o do usu\u00e1rio de forma quase exclusiva, e sob um contexto que resulta agrad\u00e1vel para a audi\u00eancia.<\/p>\n<p>Mas este tipo de an\u00fancio tra\u00e7a alguns desafios. Martin Lindstrom assinala que para que o <i>product placement<\/i> seja realmente efetivo, \u00e9 preciso que a marca se integre como parte do fio condutor da hist\u00f3ria do programa. Se um produto aparecer de forma passiva ou quase subliminar, ent\u00e3o a marca poderia chegar a ser percebida como intrusiva, gerando mal-estar na audi\u00eancia.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>O product placement ou marketing indireto est\u00e1 ganhando terreno na ind\u00fastria publicit\u00e1ria. Esta estrat\u00e9gia de promo\u00e7\u00e3o consiste em colocar os produtos como parte dos elementos dos programas de televis\u00e3o, fazendo com que a marca seja vis\u00edvel para a audi\u00eancia. Gra\u00e7as a esta estrat\u00e9gia podemos dirigir a um p\u00fablico com um perfil determinado e se garante [&hellip;]<\/p>\n","protected":false},"author":10,"featured_media":4193,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_newsletter_tier_id":0,"footnotes":"","jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","enabled":false}}},"categories":[8],"tags":[87,274],"jetpack_publicize_connections":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Product placement ganha terreno - FuniBlogs - FUNIBER<\/title>\n<meta name=\"robots\" content=\"noindex, nofollow\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Product placement ganha terreno - FuniBlogs - FUNIBER\" \/>\n<meta property=\"og:description\" content=\"O product placement ou marketing indireto est\u00e1 ganhando terreno na ind\u00fastria publicit\u00e1ria. Esta estrat\u00e9gia de promo\u00e7\u00e3o consiste em colocar os produtos como parte dos elementos dos programas de televis\u00e3o, fazendo com que a marca seja vis\u00edvel para a audi\u00eancia. Gra\u00e7as a esta estrat\u00e9gia podemos dirigir a um p\u00fablico com um perfil determinado e se garante [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/blogs.funiber.org\/pt\/empresas-e-rh\/2014\/03\/26\/product-placement-ganha-terreno\" \/>\n<meta property=\"og:site_name\" content=\"FuniBlogs - FUNIBER\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/funiber\" \/>\n<meta property=\"article:published_time\" content=\"2014-03-26T11:33:49+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/blogs.funiber.org\/pt\/wp-content\/uploads\/2014\/03\/EMP_cocacola.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"500\" \/>\n\t<meta property=\"og:image:height\" content=\"375\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Michelle\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@FUNIBER\" \/>\n<meta name=\"twitter:site\" content=\"@FUNIBER\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Michelle\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. tempo de leitura\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minuto\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/blogs.funiber.org\/pt\/empresas-e-rh\/2014\/03\/26\/product-placement-ganha-terreno#article\",\"isPartOf\":{\"@id\":\"https:\/\/blogs.funiber.org\/pt\/empresas-e-rh\/2014\/03\/26\/product-placement-ganha-terreno\"},\"author\":{\"name\":\"Michelle\",\"@id\":\"https:\/\/blogs.funiber.org\/pt\/#\/schema\/person\/a1eaaa5e57eac866a8c5946946bcf80d\"},\"headline\":\"Product placement ganha terreno\",\"datePublished\":\"2014-03-26T11:33:49+00:00\",\"dateModified\":\"2014-03-26T11:33:49+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/blogs.funiber.org\/pt\/empresas-e-rh\/2014\/03\/26\/product-placement-ganha-terreno\"},\"wordCount\":265,\"publisher\":{\"@id\":\"https:\/\/blogs.funiber.org\/pt\/#organization\"},\"keywords\":[\"Marketing\",\"Publicidade\"],\"articleSection\":[\"Empresas, Dire\u00e7\u00e3o e RH\"],\"inLanguage\":\"pt-BR\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/blogs.funiber.org\/pt\/empresas-e-rh\/2014\/03\/26\/product-placement-ganha-terreno\",\"url\":\"https:\/\/blogs.funiber.org\/pt\/empresas-e-rh\/2014\/03\/26\/product-placement-ganha-terreno\",\"name\":\"Product placement ganha terreno - 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