{"id":1553,"date":"2021-05-03T09:09:05","date_gmt":"2021-05-03T09:09:05","guid":{"rendered":"https:\/\/innovacioncomercio.org\/?p=1553"},"modified":"2021-05-18T09:47:28","modified_gmt":"2021-05-18T09:47:28","slug":"el-corte-ingles","status":"publish","type":"post","link":"https:\/\/innovacioncomercio.org\/index.php\/2021\/05\/03\/el-corte-ingles\/","title":{"rendered":"EL CORTE INGL\u00c9S"},"content":{"rendered":"<div class=\"wpb-content-wrapper\">[vc_row][vc_column][vc_custom_heading text=&#8221;DESCRIPCI\u00d3N&#8221; font_container=&#8221;tag:h2|text_align:left|color:%23638b8c|line_height:1.25&#8243; google_fonts=&#8221;font_family:Montserrat%3Aregular%2C700|font_style:400%20regular%3A400%3Anormal&#8221;][vc_column_text]Este proyecto, realizado junto con la <a href=\"https:\/\/www.sociograph.es\/\">Consultora de Marketing Science<\/a> Sociograph, tuvo como objetivo principal analizar una campa\u00f1a publicitaria de El Corte Ingl\u00e9s para conocer su impacto en la poblaci\u00f3n.<\/p>\n<p>Se utilizaron tanto herramientas tradicionales de recogida de informaci\u00f3n como distintos dispositivos tecnol\u00f3gicos para obtener un correcto an\u00e1lisis de las emociones de los individuos.[\/vc_column_text][vc_tta_accordion active_section=&#8221;10&#8243; collapsible_all=&#8221;true&#8221;][vc_tta_section title=&#8221;OBJETIVOS&#8221; tab_id=&#8221;1620032480061-b661f1a7-1805&#8243;][vc_column_text]\n<ul>\n<li>Identificar aquellos elementos de la campa\u00f1a publicitaria que m\u00e1s emociones provocan en los individuos de estudio.<\/li>\n<li>Analizar de la efectividad y eficacia de la campa\u00f1a.<\/li>\n<li>Determinar el mejor dise\u00f1o y contenido de la campa\u00f1a para obtener el impacto deseado.<\/li>\n<li>Evaluar la opini\u00f3n de los espectadores sobre el contenido de la campa\u00f1a, as\u00ed como el recuerdo que genera.<\/li>\n<\/ul>\n[\/vc_column_text][\/vc_tta_section][vc_tta_section title=&#8221;METODOLOG\u00cdA&#8221; tab_id=&#8221;1620032480090-6fdacd2e-7ebc&#8221;][vc_column_text]\n<h3><strong>Medici\u00f3n Electrod\u00e9rmica: Sociograph\u00ae<\/strong><\/h3>\n<p>Esta tecnolog\u00eda analiza el impacto emocional que provocan los anuncios publicitarios en los individuos. Permite obtener datos objetivos (eliminando los datos individuales y subjetivos) y representativos.<\/p>\n<h3><strong>Facial coding<\/strong><\/h3>\n<p>Es un proceso de reconocimiento de las emociones a trav\u00e9s de las respuestas biom\u00e9tricas del rostro. Permite conocer las emociones b\u00e1sicas de los individuos (ira, alegr\u00eda, miedo, sorpresa, desagrado y tristeza) durante la exposici\u00f3n de la campa\u00f1a publicitaria.<\/p>\n<h3><strong>Cuestionarios\u00a0 \u00a0<\/strong><\/h3>\n<p>Consiste en una serie de preguntas para obtener informaci\u00f3n de los individuos.<\/p>\n<p>Se han utilizado dos tipos de cuestionarios.<\/p>\n<ul>\n<li>El <u>cuestionario de notoriedad asistida<\/u>. Pretende conocer los anuncios que recuerdan los sujetos, ofreci\u00e9ndoles una lista con todos ellos.\u00a0Se completa con preguntas sobre h\u00e1bitos de consumo y opini\u00f3n acerca de la marca (El Corte Ingl\u00e9s) y sus principales competidores.<\/li>\n<li>El <u>cuestionario de notoriedad espont\u00e1nea<\/u>. Permite conocer los anuncios que los individuos recuerdan sin necesidad de mencion\u00e1rselos.<\/li>\n<\/ul>\n[\/vc_column_text][\/vc_tta_section][vc_tta_section title=&#8221;ACCIONES&#8221; tab_id=&#8221;1620032786698-2738656b-0429&#8243;][vc_column_text]\n<ul>\n<li>Reuni\u00f3n de los individuos de la muestra en una sala acondicionada.<\/li>\n<li>Firma de un documento de consentimiento (LOPD) y confidencialidad por parte de los participantes.<\/li>\n<li>Colocaci\u00f3n de la tecnolog\u00eda Sociograph\u00ae<\/li>\n<li>Instalaci\u00f3n de una c\u00e1mara, delante de cada dos participantes, que fue recogiendo sus reacciones faciales durante la proyecci\u00f3n.<\/li>\n<li>Una vez finalizado el visionado, los participantes rellenaron unos cuestionarios de opini\u00f3n.<\/li>\n<\/ul>\n[\/vc_column_text][\/vc_tta_section][vc_tta_section title=&#8221;RESULTADOS&#8221; tab_id=&#8221;1620032824664-412e0358-0038&#8243;][vc_column_text]\n<ul>\n<li>Conocimiento de la efectividad de la campa\u00f1a publicitaria.<\/li>\n<li>Identificaci\u00f3n y recomendaci\u00f3n de la estrategia en medios m\u00e1s aconsejable para el grupo de distribuci\u00f3n El Corte Ingl\u00e9s.<\/li>\n<\/ul>\n[\/vc_column_text][\/vc_tta_section][\/vc_tta_accordion][\/vc_column][\/vc_row]\n<\/div>","protected":false},"excerpt":{"rendered":"[vc_row][vc_column][vc_custom_heading text=&#8221;DESCRIPCI\u00d3N&#8221; font_container=&#8221;tag:h2|text_align:left|color:%23638b8c|line_height:1.25&#8243; google_fonts=&#8221;font_family:Montserrat%3Aregular%2C700|font_style:400%20regular%3A400%3Anormal&#8221;][vc_column_text]Este proyecto, realizado junto con la Consultora de Marketing Science Sociograph, tuvo como objetivo principal analizar una campa\u00f1a publicitaria de El Corte Ingl\u00e9s para conocer su impacto en la poblaci\u00f3n. Se utilizaron tanto herramientas tradicionales de recogida de informaci\u00f3n como distintos dispositivos tecnol\u00f3gicos para obtener un correcto an\u00e1lisis de las emociones de<\/p>\n","protected":false},"author":1,"featured_media":1170,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_bbp_topic_count":0,"_bbp_reply_count":0,"_bbp_total_topic_count":0,"_bbp_total_reply_count":0,"_bbp_voice_count":0,"_bbp_anonymous_reply_count":0,"_bbp_topic_count_hidden":0,"_bbp_reply_count_hidden":0,"_bbp_forum_subforum_count":0,"content-type":"","footnotes":""},"categories":[7],"tags":[],"class_list":["post-1553","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-proyectos"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v19.2.1 (Yoast SEO v27.6) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>EL CORTE INGL\u00c9S - INNOVACION COMERCIO<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/innovacioncomercio.org\/index.php\/2021\/05\/03\/el-corte-ingles\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"EL CORTE INGL\u00c9S\" \/>\n<meta property=\"og:description\" content=\"[vc_row][vc_column][vc_custom_heading text=&#8221;DESCRIPCI\u00d3N&#8221; font_container=&#8221;tag:h2|text_align:left|color:%23638b8c|line_height:1.25&#8243; google_fonts=&#8221;font_family:Montserrat%3Aregular%2C700|font_style:400%20regular%3A400%3Anormal&#8221;][vc_column_text]Este proyecto, realizado junto con la Consultora de Marketing Science Sociograph, tuvo como objetivo principal analizar una campa\u00f1a publicitaria de El Corte Ingl\u00e9s para conocer su impacto en la poblaci\u00f3n. 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