{"id":9045,"date":"2026-01-22T10:00:08","date_gmt":"2026-01-22T16:00:08","guid":{"rendered":"https:\/\/kioongo.com\/marketing\/?p=9045"},"modified":"2026-01-22T14:44:23","modified_gmt":"2026-01-22T20:44:23","slug":"mensajes-publicitarios-que-son-y-cuales-son-sus-caracteristicas","status":"publish","type":"post","link":"https:\/\/kioongo.com\/marketing\/estrategia-y-posicionamiento-digital\/mensajes-publicitarios-que-son-y-cuales-son-sus-caracteristicas\/","title":{"rendered":"Mensajes publicitarios \u00bfQu\u00e9 son y cu\u00e1les son sus caracter\u00edsticas?"},"content":{"rendered":"\n<h3 class=\"wp-block-heading\" id=\"Anclaje1\">El objetivo de los mensajes publicitarios es visibilizar un producto o servicio, para aproximarlo a su p\u00fablico de consumo o de inter\u00e9s. Motivar a la compra, convenciendo al p\u00fablico de adquirirlo, quererlo o necesitarlo.<\/h3>\n\n\n\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"1024\" src=\"https:\/\/kioongo.com\/marketing\/wp-content\/uploads\/2020\/12\/Estrategias-de-Marketing-en-Redes-Sociales-1-1024x1024.png\" alt=\"Mensajes publicitarios\" class=\"wp-image-9057\" srcset=\"https:\/\/kioongo.com\/marketing\/wp-content\/uploads\/2020\/12\/Estrategias-de-Marketing-en-Redes-Sociales-1-1024x1024.png 1024w, https:\/\/kioongo.com\/marketing\/wp-content\/uploads\/2020\/12\/Estrategias-de-Marketing-en-Redes-Sociales-1-300x300.png 300w, https:\/\/kioongo.com\/marketing\/wp-content\/uploads\/2020\/12\/Estrategias-de-Marketing-en-Redes-Sociales-1-150x150.png 150w, https:\/\/kioongo.com\/marketing\/wp-content\/uploads\/2020\/12\/Estrategias-de-Marketing-en-Redes-Sociales-1-768x768.png 768w, https:\/\/kioongo.com\/marketing\/wp-content\/uploads\/2020\/12\/Estrategias-de-Marketing-en-Redes-Sociales-1-640x640.png 640w, https:\/\/kioongo.com\/marketing\/wp-content\/uploads\/2020\/12\/Estrategias-de-Marketing-en-Redes-Sociales-1-96x96.png 96w, https:\/\/kioongo.com\/marketing\/wp-content\/uploads\/2020\/12\/Estrategias-de-Marketing-en-Redes-Sociales-1.png 1080w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<ul class=\"wp-block-list\"><li><a href=\"http:\/\/Anclaje1\">\u00bfQu\u00e9 son los mensajes publicitarios?<\/a><\/li><li><a href=\"http:\/\/Anclaje2\">Clasificaci\u00f3n de los mensajes publicitarios<\/a><\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"Anclaje1\">\u00bfQu\u00e9 son los mensajes publicitarios?<\/h2>\n\n\n\n<p>Un mensaje publicitario o anuncio publicitario es<strong> un mensaje transmitido mediante soportes gr\u00e1ficos<\/strong>, audiovisuales o auditivos, generalmente de poca duraci\u00f3n. Para\u00a0dar a conocer un\u00a0producto, servicio, instituci\u00f3n o tema, por lo general con prop\u00f3sitos comerciales. Los mensajes publicitarios integran\u00a0<strong>mayor parte de mecanismos de promoci\u00f3n y\u00a0comunicaci\u00f3n<\/strong>.  Generalmente\u00a0<strong>aplican estrategias de convencimiento<\/strong>\u00a0que operan a nivel racional, emocional y subjetivo. Este tipo de\u00a0publicidad\u00a0<strong>es controlada por leyes del Estado<\/strong>\u00a0y se considera actividad econ\u00f3mica en s\u00ed misma. Quienes estudian y elaboran los mensajes publicitarios se denominan\u00a0<em>publicistas<\/em>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"Anclaje2\">Clasificaci\u00f3n de los mensajes publicitarios<\/h2>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Textuales.<\/strong>\u00a0Consisten en composiciones con texto\u00a0escrito, empleando estilos tipogr\u00e1ficos y otros recursos verbales, como jingles, frases ingeniosas,\u00a0narraciones, etc.<\/li><li><strong>Mixtos.<\/strong>\u00a0T\u00edpicos de vallas publicitarias y\u00a0diarios impresos, muestran im\u00e1genes fijas (fotograf\u00edas, ilustraciones, etc.) y texto, para expresar una relaci\u00f3n existente.<\/li><li><strong>Audiovisuales.<\/strong>\u00a0Aprovechan la\u00a0tecnolog\u00eda\u00a0moderna para usar\u00a0sonidos\u00a0e im\u00e1genes en movimiento, como en la\u00a0televisi\u00f3n.<\/li><li><strong>Radiales.<\/strong>\u00a0Piezas auditivas transmitidas por\u00a0radio.<\/li><li><strong>Anuncios digitales.<\/strong>\u00a0Propios de Internet, incorporando las posibilidades digitales que ofrecen las\u00a0redes\u00a0a todas las variantes anteriores.<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Elementos que componen el mensaje publicitario<\/h2>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Imagen referencial.<\/strong>\u00a0Reflejan el tenor emocional del anuncio, ya sea del producto en s\u00ed, o im\u00e1genes que lo aludan directamente, que brinden sensaciones o sugieran\u00a0emociones\u00a0que deseen asociarse al producto.<\/li><li><strong>Balazo.<\/strong>\u00a0De\u00a0<em>bullet<\/em>\u00a0o bala, es una frase corta, llamativa, que ilustra o condensa el mensaje.<\/li><li><strong>Texto.<\/strong>\u00a0Palabras, frases o elementos tipogr\u00e1ficos que brindan informaci\u00f3n concreta.<\/li><li><strong>Llamado a la acci\u00f3n.<\/strong>\u00a0Frase final que invita al espectador a actuar de determinada manera, generalmente enf\u00e1tica: \u201c\u00a1C\u00f3mprelo!\u201d, \u201c\u00a1B\u00fasquela ya!\u201d, etc.<\/li><li><strong>Slogans.<\/strong>\u00a0Frases ingeniosas o pegajosas que se asocian al producto y sirven para conferirle cierta\u00a0personalidad\u00a0propia.<\/li><li><strong>Contacto.<\/strong>\u00a0Los datos necesarios para contactar a los anunciantes o a los fabricantes. Suelen ser lo \u00faltimo que aparece.<\/li><li><strong>M\u00fasica y acompa\u00f1amiento.<\/strong>\u00a0Aplica s\u00f3lo para los anuncios audiovisuales o radiales, brind\u00e1ndole al mensaje un tono, sentimiento o ritmo recordable.<\/li><\/ul>\n\n\n\n<p>Si est\u00e1s buscando una&nbsp;<strong>agencia de marketing digital<\/strong>&nbsp;que te ayude a crear estrategias de posicionamiento de marca, entre otras.&nbsp;<a href=\"https:\/\/kioongo.com\/marketing\/\">\u00a1Cont\u00e1ctanos Marketing KMD!<\/a><\/p>\n\n\n\n<div class=\"wp-block-web-stories-embed alignnone\"><a href=\"https:\/\/kioongo.com\/marketing\/web-stories\/estrategias-de-marketing\/\">Mensajes publicitarios<\/a><\/div>\n","protected":false},"excerpt":{"rendered":"<p>El objetivo de los mensajes publicitarios es visibilizar un producto o servicio, para aproximarlo a su p\u00fablico de consumo o de inter\u00e9s. Motivar a la compra, convenciendo al p\u00fablico de adquirirlo, quererlo o necesitarlo. \u00bfQu\u00e9 son los mensajes publicitarios? Clasificaci\u00f3n de los mensajes publicitarios \u00bfQu\u00e9 son los mensajes publicitarios? Un mensaje publicitario o anuncio publicitario [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":9055,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center 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