{"id":4091,"date":"2011-10-17T04:00:20","date_gmt":"2011-10-17T07:00:20","guid":{"rendered":"http:\/\/www.primerbrief.com\/?p=4091"},"modified":"2012-02-02T19:06:41","modified_gmt":"2012-02-02T22:06:41","slug":"research-sportz-la-primera-auditoria-de-marketing-deportivo","status":"publish","type":"post","link":"https:\/\/www.primerbrief.com\/?p=4091","title":{"rendered":"SportZ, la primera auditor\u00eda de marketing deportivo"},"content":{"rendered":"<p><span style=\"font-size: 11pt\"><strong>(ARGENTINA) &#8211; Mindshare y Auditsport lanzaron juntos el viernes SportZ, la primera herramienta orientada a medir el efecto de las acciones de marketing deportivo. El evento de presentaci\u00f3n se realiz\u00f3 en el estadio Alberto J. Armando, La Bombonera, donde hablaron ante los medios y directivos de empresas nacionales e internacionales.<\/strong><\/span><\/p>\n<p><a href=\"http:\/\/www.primerbrief.com\/wp-content\/uploads\/2011\/10\/ARG-SportZ-580px.jpg\" onclick=\"_gaq.push(['_trackEvent', 'outbound-article-int', 'http:\/\/www.primerbrief.com\/wp-content\/uploads\/2011\/10\/ARG-SportZ-580px.jpg', '']);\" ><img loading=\"lazy\" decoding=\"async\" src=\"http:\/\/www.primerbrief.com\/wp-content\/uploads\/2011\/10\/ARG-SportZ-580px.jpg\" alt=\"\" title=\"ARG-SportZ-580px\" width=\"580\" height=\"435\" class=\"alignleft size-full wp-image-4116\" srcset=\"https:\/\/www.primerbrief.com\/wp-content\/uploads\/2011\/10\/ARG-SportZ-580px.jpg 580w, https:\/\/www.primerbrief.com\/wp-content\/uploads\/2011\/10\/ARG-SportZ-580px-300x225.jpg 300w\" sizes=\"auto, (max-width: 580px) 100vw, 580px\" \/><\/a><br \/>\n<em>Presentaci\u00f3n de la nueva herramienta SportZ.<\/em><\/p>\n<p>&nbsp;<br \/>\n<img loading=\"lazy\" decoding=\"async\" src=\"http:\/\/www.primerbrief.com\/wp-content\/uploads\/2011\/10\/staff-maxi1-60x60px-Version2.jpg\" width=\"60\" height=\"60\" class=\"alignleft size-full wp-image-4110\" style=\"margin: 0px 10px 0px 0px\" \/><strong>POR <a href=\"http:\/\/www.primerbrief.com\/?tag=maxi-arias-argentina\" onclick=\"_gaq.push(['_trackEvent', 'outbound-article-int', 'http:\/\/www.primerbrief.com\/?tag=maxi-arias-argentina', 'MAXI ARIAS']);\" target=\"_blank\">MAXI ARIAS<\/a><\/strong><br \/>\nDe la redacci\u00f3n de PB<br \/>\n<strong><em>(Fotos: Maxi Arias)<\/em><\/strong><\/p>\n<p style=\"clear:left;\">\n<p>La nueva herramienta SportZ, in\u00e9dita en el \u00e1mbito local, busca hacer un an\u00e1lisis trimestral \u2014en forma de film\u2014 del desempe\u00f1o de las publicidades est\u00e1ticas en distintas disciplinas deportivas. Adem\u00e1s, el fin de la innovadora propuesta es hacer que las marcas auspiciantes \u201cpertenezcan\u201d al esp\u00edritu de la instituci\u00f3n deportiva a la que representan: no s\u00f3lo poner sus publicidades, sino adem\u00e1s identificarse con los valores y las acciones sociales y deportivas de los clubes.<\/p>\n<p><iframe loading=\"lazy\" width=\"580\" height=\"423\" src=\"http:\/\/www.youtube.com\/embed\/W7cJBdT-154\" frameborder=\"0\" allowfullscreen><\/iframe><br \/>\n<em>Video de presentaci\u00f3n de la herramienta de an\u00e1nilis de marketing deportivo.<\/em><\/p>\n<p>La idea de <a target=\"_blank\" href=\" http:\/\/www.mindshareworld.com\/worldwide\/latin-america\/argentina\/argentina \">Mindshare<\/a> y <a target=\"_blank\" href=\" http:\/\/www.auditsport.com\/intro_es.php \">Auditsport<\/a> se basa en \u201cracionalizar la pasi\u00f3n\u201d que prima en el \u00e1mbito deportivo. En otras palabras: \u201cLas marcas, mediante la publicidad, buscan llegar de la cabeza al coraz\u00f3n de las personas \u2014explican sus responsables\u2014. Nuestra propuesta, en cambio, es seguir el camino inverso y llegar del coraz\u00f3n de las personas a su cabeza\u201d. Otra de las propuestas es no dividir a la comunidad seg\u00fan su target, sino que los mismos targets formen parte de un todo para que la llegada de la marca al p\u00fablico sea m\u00e1s integral y abarcadora.<\/p>\n<p><div id='gallery-1' class='gallery galleryid-4091 gallery-columns-4 gallery-size-theme-gallerysize'><dl class='gallery-item'>\n\t\t\t<dt class='gallery-icon landscape'>\n\t\t\t\t<a href=\"https:\/\/www.primerbrief.com\/wp-content\/uploads\/2011\/10\/ARG-SportZ-GAL1.jpg\" onclick=\"_gaq.push(['_trackEvent', 'outbound-article-int', 'https:\/\/www.primerbrief.com\/wp-content\/uploads\/2011\/10\/ARG-SportZ-GAL1.jpg', '']);\" ><img loading=\"lazy\" decoding=\"async\" width=\"120\" height=\"100\" src=\"https:\/\/www.primerbrief.com\/wp-content\/uploads\/2011\/10\/ARG-SportZ-GAL1-120x100.jpg\" class=\"attachment-theme-gallerysize size-theme-gallerysize\" alt=\"\" \/><\/a>\n\t\t\t<\/dt><\/dl><dl class='gallery-item'>\n\t\t\t<dt class='gallery-icon landscape'>\n\t\t\t\t<a href=\"https:\/\/www.primerbrief.com\/wp-content\/uploads\/2011\/10\/ARG-SportZ-GAL2.jpg\" onclick=\"_gaq.push(['_trackEvent', 'outbound-article-int', 'https:\/\/www.primerbrief.com\/wp-content\/uploads\/2011\/10\/ARG-SportZ-GAL2.jpg', '']);\" ><img loading=\"lazy\" decoding=\"async\" width=\"120\" height=\"100\" src=\"https:\/\/www.primerbrief.com\/wp-content\/uploads\/2011\/10\/ARG-SportZ-GAL2-120x100.jpg\" class=\"attachment-theme-gallerysize size-theme-gallerysize\" alt=\"\" \/><\/a>\n\t\t\t<\/dt><\/dl><dl class='gallery-item'>\n\t\t\t<dt class='gallery-icon landscape'>\n\t\t\t\t<a href=\"https:\/\/www.primerbrief.com\/wp-content\/uploads\/2011\/10\/ARG-SportZ-GAL3.jpg\" onclick=\"_gaq.push(['_trackEvent', 'outbound-article-int', 'https:\/\/www.primerbrief.com\/wp-content\/uploads\/2011\/10\/ARG-SportZ-GAL3.jpg', '']);\" ><img loading=\"lazy\" decoding=\"async\" width=\"120\" height=\"100\" src=\"https:\/\/www.primerbrief.com\/wp-content\/uploads\/2011\/10\/ARG-SportZ-GAL3-120x100.jpg\" class=\"attachment-theme-gallerysize size-theme-gallerysize\" alt=\"\" \/><\/a>\n\t\t\t<\/dt><\/dl><dl class='gallery-item'>\n\t\t\t<dt class='gallery-icon landscape'>\n\t\t\t\t<a href=\"https:\/\/www.primerbrief.com\/wp-content\/uploads\/2011\/10\/ARG-SportZ-GAL4.jpg\" onclick=\"_gaq.push(['_trackEvent', 'outbound-article-int', 'https:\/\/www.primerbrief.com\/wp-content\/uploads\/2011\/10\/ARG-SportZ-GAL4.jpg', '']);\" ><img loading=\"lazy\" decoding=\"async\" width=\"120\" height=\"100\" src=\"https:\/\/www.primerbrief.com\/wp-content\/uploads\/2011\/10\/ARG-SportZ-GAL4-120x100.jpg\" class=\"attachment-theme-gallerysize size-theme-gallerysize\" alt=\"\" \/><\/a>\n\t\t\t<\/dt><\/dl><br style=\"clear: both\" \/>\n\t\t<\/div>\n<br \/>\n<em>Distintas im\u00e1genes de la presentaci\u00f3n.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>(ARGENTINA) &#8211; Mindshare y Auditsport lanzaron juntos el viernes SportZ, la primera herramienta orientada a medir el efecto de las acciones de marketing deportivo. El evento de presentaci\u00f3n se realiz\u00f3 en el estadio Alberto J. Armando, La Bombonera, donde hablaron ante los medios y directivos de empresas nacionales e internacionales. Presentaci\u00f3n de la nueva herramienta SportZ. &nbsp; POR MAXI ARIAS [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":4115,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1044],"tags":[26,556,549,214,555,557],"class_list":["post-4091","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-investigaciones","tag-argentina","tag-auditsport","tag-estudios-de-mercado","tag-maxi-arias-argentina","tag-mindshare","tag-sportz"],"_links":{"self":[{"href":"https:\/\/www.primerbrief.com\/index.php?rest_route=\/wp\/v2\/posts\/4091","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.primerbrief.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.primerbrief.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.primerbrief.com\/index.php?rest_route=\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.primerbrief.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=4091"}],"version-history":[{"count":20,"href":"https:\/\/www.primerbrief.com\/index.php?rest_route=\/wp\/v2\/posts\/4091\/revisions"}],"predecessor-version":[{"id":6327,"href":"https:\/\/www.primerbrief.com\/index.php?rest_route=\/wp\/v2\/posts\/4091\/revisions\/6327"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.primerbrief.com\/index.php?rest_route=\/wp\/v2\/media\/4115"}],"wp:attachment":[{"href":"https:\/\/www.primerbrief.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=4091"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.primerbrief.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=4091"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.primerbrief.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=4091"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}