Marketing y comunicación en pequeños negocios o microempresas

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La publicidad es una de las actuaciones comerciales dentro que suceden dentro de la empresa, y que posibilita la comunicación entre ésta y el mercado. Pero esta acción comercial no es exclusiva de las empresas: cualquier organización, pública o privada puede servirse de esta herramienta para dar a conocer su producto o servicio.

Dentro de las empresas, el departamento encargado de diseñar los productos y servicios que atiendan a las necesidades de los grupos de consumidores y de conseguir su aceptación de éstos, es el departamento de marketing.

Para Philip Kotler, el marketing es un »conjunto de actividades humanas dirigidas a facilitar o realizar intercambios». La planificación de estas actividades lleva un proceso, que consiste en analizar la información que necesitamos, establecer objetivos a corto, medio y largo plazo, ponerlos en marcha y llevar un control del resultado de estas acciones.

El éxito de una acción comercial publicitaria depende en gran parte de la calidad de nuestro producto, el precio, los canales elegidos para venderlo, el servicio asociado que ofrezcamos y la campaña de marketing que utilizemos para darlo a conocer.

Una de las actividades que se pueden realizar para dar a conocer el producto es la publicidad. La empresa hará publicidad cuando necesite comunicar quién es y cuál es su oferta a un grupo de personas suficientemente numeroso sobre el que la empresa tiene interés, bien porque pueden comprar su producto, consumirlo, recomendarlo o, simplemente, hablar de él.

Para Luis Bassat, profesional publicitario, el marketing y la publicidad responden a la idea de ofrecer »el producto oportuno, en el momento oportuno, al cliente oportuno, con el argumento oportuno».

Cualquier empresa debe saber que sólo...

... middle of paper ...

...o que aparece en un periódico importante y de gran tirada, transmite que es un lanzamiento importante.
- Posibilidad de relectura: El mensaje puede ser visto más de una vez, sin necesidad de que el anunciante tenga hacer de nuevo una inversión. Por otro lado, el lector decide el tiempo que quiere dedicar a visualizar o leer el anuncio, lo cual es también positivo.

Inconvenientes:
- La calidad de visualización es menor: Debido a la calidad de impresión de los periódicos (ausencia de color…). Este problema se ha visto mejorado con las ediciones en formato digital de este tipo de medios.
- Segmentación relativa del público: Aunque los periódicos de información general segmentan ideológicamente, un mismo periódico puede ser leído por tipos de consumidores muy variados, lo cual dificulta la llegada del mensaje a un grupo en concreto, si es lo que pretendemos conseguir.

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