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Negociando el Product Placement: Te comparto mis secretos

Negociando el Product Placement: Te comparto mis secretos

          
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About the Book

La evolución de la mercadotecnia, así como el de los formatos que se han desarrollado para los medios de comunicación, hacen que la inclusión de las marcas en los medios audiovisuales sea la mercadotecnia del nuevo siglo.A partir de mi experiencia laboral como diseñadora de estrategias publicitarias y negociación de Product Placement en México, me he dado cuenta que esta práctica es casi desconocida en este país, tanto por los productores cinematográficos, como por la mayoría de los ejecutivos de mercadotecnia de muchas de las marcas, trayendo como consecuencia que cada día sea mayor la demanda por esta práctica, pero al mismo tiempo sea también más difícil llevarla a cabo con éxito.En más de un centenar de ocasiones me he dado a la tarea de explicar que es el product placement, cómo negocio con las marcas, como busco los mejores beneficios para todas las partes involucradas y cómo poco a poco he desarrollado un método propio que he implementado con gran éxito. Al pasar el tiempo, he ido formulando y colocando por escrito este método, aderezándolo con cada experiencia y proyecto, plasmando la riqueza que me han brindado y el aprendizaje obtenido de cada uno de ellosEste libro está escrito sin pretensiones, en un tono cordial, en primera persona, siempre tratando de explicar al lector que no es difícil aplicar esta metodología, pero también preparándolo para las horas que tiene que invertir para lograr con éxito una buena negociación de product placement, en un tono amable, de tal forma que el lector sienta que esta en compañía de alguien que le comprende y le aconseja a cada paso y además le aclara de forma efectiva las inquietudes que pueda tener.El libro es una guía paso a paso para conseguir que una o varias marcas se interesen por invertir en un proyecto cinematográfico, despejando dudas y aclarando conceptos, colocando a su disposición mis propias experiencias con ejemplos claros de películas ya estrenadas, además de hacer una "traducción" simultanea entre el argot de cine y el de mercadotecnia, haciendo énfasis en los puntos que son realmente importantes para las marcas. Como presentar un proyecto y como se hace el cálculo para que el costo del product placement sea equitativo, además de los puntos legales que no se deben olvidar, son algunos de los temas desarrollados.Sin importar si eres productor audiovisual, guionista que quiere sacar a adelante su proyecto, director publicitario de alguna marca, agencia o persona dedicada a la mercadotecnia, este libro te brindará esa guía paso a paso que necesitas, para lograr de forma exitosa y sin rechazo de la audiencia, la integración de una marca dentro de una producción audiovisual.Una buena negociación de product placement no es un sueño imposible de alcanzar, es una realidad que puedes obtener por medio de este libro.


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Product Details
  • ISBN-13: 9798730542204
  • Publisher: Independently Published
  • Publisher Imprint: Independently Published
  • Height: 229 mm
  • No of Pages: 108
  • Spine Width: 6 mm
  • Weight: 154 gr
  • ISBN-10: 8730542200
  • Publisher Date: 31 Mar 2021
  • Binding: Paperback
  • Language: Spanish
  • Returnable: N
  • Sub Title: Te comparto mis secretos
  • Width: 152 mm


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